The deets
Name: Brian Stanton
Business Name: Brian Stanton LLC and Primal Sapien
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Describe your business.
I’m a writer and keto expert who helps health and wellness companies connect with their customers. I’m also the author of Keto Intermittent Fasting.
Tell us about your self-employment journey.
In my early 20s, I recovered from chronic gut issues—diagnosed as IBS—by eating like a caveman (something like a Paleo diet). I started blogging about nutrition, built a portfolio, and launched a freelance career that peaked last year with the publication of my book Keto Intermittent Fasting.
What area of your business are you most passionate about?
The writing. Writing is still the best form of persuasion, and I enjoy the thought that I’m nudging people towards better health. You often hear famous writers say that writing is torture, but I think that’s absurd. You sit in a climate-controlled room and move your fingers on a keyboard to record your thoughts. It’s a cushy job.
What’s the most valuable thing you learned early in your career that has contributed to your success?
How you position and market yourself is just as important as your skillset. It took me a while to learn that.
How are you pivoting your business during the COVID-19 pandemic?
Not much. Keto (my niche) continues to flourish because more and more people want to lose weight, and a low-carb diet is a proven way to do so.
What’s a recent project that you’ve worked on that you’re really excited about?
I still feel all tingly about being an author. My book Keto Intermittent Fasting (2020) was endorsed by ancestral health icon Mark Sisson and currently has over 130 mostly 5-star reviews on Amazon.
What advice would you give other self-employed people?
Set aside time to work ON your business. (Marketing, positioning, etc.). Don’t just work IN your business doing client work. That’s how you move up.
How has forming an S Corp helped you level up your business?
It forced me to optimize my bookkeeping, invoicing, and banking systems. Better systems, better business.
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