Success is not final, failure is not fatal: it is the courage to continue that counts: Winston Churchill


By Aubrey Mavhuli

“If there is a book that you want to read, but it hasn’t been written yet, then you must write it.” Toni Morrison

Success doesn’t come cheap. If success were a commodity and somebody went door to door shouting “cheap success here, cheap success here”, my advice would be, don’t buy it.

Anyone who can be disciplined enough to write a book can almost be disciplined enough to scale any mountain. Success is expensive, so is writing a book because it costs more out of you than from without you.

The first step to writing success is to start with a plan. Who is the best reader for the book?

What do I want to tell, show, teach or make them conclude?

Write for a specific person in mind, don’t write for the masses or your message would be diluted.

It’s ok to want your book to be read by millions but when you write it, write with one target reader in mind, that way it has got impact on those that read it.


You can touch hearts and talk to them. You want to write a book whose impact is long-lasting write and join the conversation going on in your target reader’s mind.

“I wanna write for everybody,” one young man I am mentoring said. Don’t! I warned him. The best message I ever got when I studied marketing was, “Don’t target the masses, they don’t exist”.

People don’t exist in plural and don’t make decisions en masse.

Target one individual, you can be assured there is a billion more like them. If you want a book to have impact, let it touch the heart not just the head.

Don’t just write to inform and entertain people, write to change lives if you can. Lives are changed from the heart so let your book touch hearts, let your story move people.

Many years ago, I read a book that moved me to leave my own place of employment. After reading the book my soul was churned and there was no turning back.

The book : Tough times never last but tough people do by Dr Robert Schuller changed me and changed the course of my life.

You see, from the time I was born to the time I graduated from college I never thought I could ever run any business. I never imagined being self-employed but after reading the book I threw two F-words out of the window.


It was “fear” and “failure”. I was not afraid to try, and I was not afraid to fail.

Guess what, if you live in fear, you rarely fail because you can’t fail if you are attempting nothing.

The opposite is equally true if you live without fear you will fail often because fear doesn’t hold you captive anymore, so you attempt more often.

The more attempts you make, the more misses you make, but those misses make you a better striker every time. We fail on our way to success.

Didn’t someone correctly observe that we: “ …learn more from failure than from success. Don’t let it stop you. Failure builds character.”


Winston Churchill aptly summed it up when he said, “Success is not final, failure is not fatal: it is the courage to continue that counts.”

So, my encouragement to you is this join the Book writing challenge and join the book writing classes, don’t let the fear of failure stop you from writing your own book and telling your own story.

“If there is a book that you want to read, but it hasn’t been written yet, then you must write it.” Toni Morrison aptly observed. Nobody can tell your story as you can.

Aubrey Mavhuli is author of Success is Do It Yourself. Book your spot in the Sunday Express Online Book writing course today and receive a copy of the book.

Mavhuli is author of Marketing Sense: An entrepreneur’s marketing guide that brings results and chief copywriter and marketing consultant at

He is a serial entrepreneur who runs a copywriting and marketing consultancy, solar installations company, an Ecocash shop, and a mixed farm in Gauteng. He is a motivational speaker and trainer on marketing, copywriting, sales, leadership, and success. Email:



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