In an era where personal branding shapes business opportunities, ghostwriting has become one of the most powerful and often invisible tools behind the rise of thought leaders, CEOs and founders. From LinkedIn posts that spark conversation to newsletters that drive sales, today’s most recognisable voices are often shaped by skilled writers working quietly behind the scenes.
Not many professionals can say they’ve sat across from gang members one year and corporate executives the next, but Abbianca Nassar Née Makoni is one of them.
An award-winning former journalist, Abbianca began her storytelling journey as a teenage magazine founder before going on to investigate child exploitation, international wildlife trafficking and systemic corruption at the Evening Standard.
When the pandemic disrupted the media and the newsrooms shrank, she pivoted into sales, generating over $600K in revenue and scaling a client base across the U.S.
That same blend of investigative rigour and commercial instinct now powers her work as an executive ghostwriter, consultant and brand strategist. Today, she helps B2B founders, investors, and corporate teams show up online and offline with clarity, confidence, and credibility. For Abbianca, it’s not about vanity metrics, it’s about real ROI: revenue, reach, and reputation.
She’s worked with the likes of investor and exited founder Timothy Armoo, fitness influencer with 2M followers Joshua Oguntuase, £20M investment fund Cornerstone VC, an executive coach who helps men overcome porn addiction and many others.
In this interview, she opens up about career pivots, the tension between visibility and value, and how faith and resilience helped her build a business that gives others a voice, while never losing her own.
“If we let fear of what’s coming stop us from building now, we’ll just end up stuck and discouraged and miss out on the opportunities that still exist today.”
Did you always have a clear career path in mind growing up?
Not at all. The only thing I was certain about from a young age was wanting ownership of my ideas, my creativity and my future. That drive led me to experiment early. I launched a teen magazine, funded it independently by saving school lunch money, and learned the basics of storytelling.
The magazines weren’t that great to start with, so it was lots of trial and error. No one wanted to work with me in the beginning, but then I kept sending emails all day every day and eventually people started replying, being happy to be featured in the magazine.
Holding that first issue in my hands, even though it wasn’t great, sparked something in me. I went on to publish three more issues, recruited volunteer writers and photographers, and unknowingly taught myself the foundations of persuasion, pitching and product-building. That’s where my sales career quietly began.
What was your career looking like after the launch of the magazine?
That project opened the door to journalism. I joined the Evening Standard at 18, where I covered crime, corruption, and social justice stories. Later, I transitioned into business reporting, interviewing CEOs and investors across the U.S.
But during the pandemic, I saw how unstable the media industry had become – the layoffs, the lack of investment. At the time, I was working as a business journalist, but a growing desire to pursue business myself began to take over.
I realised, especially after the lessons from my magazine, that I needed to build proper business skills before seriously launching anything of my own. On top of that, I was a bit burnt out from the media industry, and I needed a break. Sales felt like a natural next step. It gave me room to grow and the chance to earn while I figured things out.
What led you to transition from sales to ghostwriting and brand strategy?
When I moved into sales, I did really well and I genuinely loved it. I generated over $600k in revenue for my client in under two years.
Along the way, I started noticing a pattern. A lot of my clients were great at what they did and had strong businesses, but they weren’t visible. They weren’t on LinkedIn, didn’t have newsletters and weren’t marketing themselves at all.
I wouldn’t say I saw a gap in the market because people in the U.S. were already doing this kind of work, but I realised it was massively underused here. And that’s when it clicked: this was something I could help with.
I didn’t know anything about ghostwriting or brand strategy at the time. I was just frustrated that so many of my clients were doing amazing work but weren’t sharing it with anyone. That frustration led me to start digging deeper.
One client in particular stood out as he was the only one really nailing LinkedIn. I told him how much I loved his content, and he said, “I can’t take credit – it’s my ghostwriter.” I was like, “Wait, what? You pay someone to write your LinkedIn?”
That moment changed everything. I thought, hold on, I could get paid to tell people’s stories? And even better, I could build a business around it. That’s cool!
Over time, I realised this was all part of brand strategy. So I honestly thank God I left the media industry for sales, because if I hadn’t, I’m not sure I would’ve discovered any of this.
I always credit God for anything and everything I’ve achieved, no matter how small.
But I’m getting started. Still a long way to go.
“The truth is, it’s scary until you realise you’ve built a portfolio career – one that lets you draw from multiple skills and experiences to shape the role or career you actually want.”
What do you say to the business owners and founders who are neglecting to build their personal brand?
Legacy brands can afford not to do much marketing.
They can afford to not share their work, their skills and remain offline if they want to.
They’ve had decades, sometimes centuries, to build cultural cachet and market dominance. You, on the other hand, are likely operating in a more competitive, faster-moving landscape where trust, differentiation and visibility need to be earned in real time.
Modern buyers are no longer persuaded by logos alone. They want to know who’s behind the business. What do you believe? What do you stand for? What’s your story? That’s where your personal brand becomes essential, not optional. It’s how you collapse the sales cycle, build trust at scale, and become a magnet for opportunities you used to chase.
Now, that doesn’t mean you need to share your life story or become a full-time content creator. The most common hesitation I hear is: “But I’m not a content person.” And my answer is always the same: you don’t need to be a creator, you need to be visible. You need to be known for something.
Your voice, your values, and your vision are not just personal traits, they’re business assets. When strategically packaged, they become competitive advantages. They position you as a category expert. They help people trust you faster. And in many cases, they are the very reason someone chooses you over a bigger brand with no face behind it.
One of the biggest mistakes I see is people trying to copy others. The market already has enough Steven Bartlett (love him and his work, of course), but what it needs is your tone, your insight, your way of seeing the world.
Another trap? Confusing likes with leads. I’ve had posts that barely cracked 20 likes, yet they’ve landed me clients, collaborations, and keynote invites. Why? Because the right people were paying attention. If your content isn’t converting into conversations, clients, or community, it’s not doing its job.
Virality might feed your ego. But consistency, paired with clarity, feeds your business.
“That moment changed everything. I thought, hold on, I could get paid to tell people’s stories? And even better, I could build a business around it. That’s cool!”
How do you help them find their unique voice?
The first stage is clarity. Understanding what you want to be known for, who your ideal audience is, and what the overall goal is. Once we’ve nailed that, we can start building from there.
It involves asking the tough questions. Sometimes people will say, “I want to be the next Steven Bartlett,” and while I get the concept of taking pre-validated ideas and formats, it’s also about making it your own.
When it comes to content, there are three key pillars I focus on:
- Awareness – This is where we use pre-validated ideas. For example, if we notice that successful creators in the property industry are posting specific types of quotes in the morning, we might test that approach.
- Consideration – This pillar focuses on showcasing your expertise and personal story to build credibility and connection with your audience
- Conversion – Trying to take those followers and turn them into tangible clients or subscribers for things like an email list, for example.
But the actual interview format goes like this:
1. Start with the outcome
What’s the goal of your story?
Do you want your audience to:
– See themselves in your journey? (Relatability often beats aspiration.)
– Buy your product or service? (Make the offer feel like the obvious next step.)
– Root for your success? (That’s when long-term loyalty starts.)
If the end isn’t clear, the middle becomes noise. Clarity drives impact.
2. Establish credibility early
The first thing I ask every founder, investor, or creator:
What makes you credible?
LinkedIn is loud. Everyone has a take. Many are recycled. Some are just for attention.
But viral ≠ valuable.
Eventually, your audience, investors or clients will ask: Can you back it up?
The earlier you answer that, the more trust you build.
3. Extract the story
As a former journalist, I’m trained to listen beneath the surface.
Some clients prefer deep-dive interviews. Others send voice notes on the go.
Either way, the goal is the same: get past talking points and find the truth.
Real stories cut through.
4. Choose 1–2 core emotions
Don’t try to be everything to everyone.
We pick one or two emotions that align with your brand, confidence, resilience, clarity, optimism, and double down on those.
Emotion drives connection.
Connection drives action.
5. Build the world
A compelling personal brand doesn’t just live in a bio – it lives in a worldview.
What do you believe? What are you challenging? What future are you building?
Your audience wants more than credentials.
They want to know what kind of world you’re inviting them into.
6. Sell the transformation
What changed – and what can others now believe is possible?
That’s your most powerful selling point. Whether you’re B2B, launching a product, or building an audience, transformation is what makes your message memorable.
Before and after isn’t just a marketing tool.
It’s proof of progress.
What are the common mistakes that people make when trying to build their personal brand?
Like I said before, one of the biggest mistakes people make is trying to be like everyone else. The best thing you can do is be yourself.
As a business owner and service provider myself, I focus on sharing case studies and success stories. That’s what feels authentic to me. Meanwhile, others are posting selfies, holiday snaps, even bikini pictures, and it’s working for them. But that’s not me.
I’m fine sharing more personal content on Instagram because it’s like a digital diary. But on LinkedIn, I prefer to keep things centred on value-insights, lessons, and results. Some might find that a bit too professional or corporate, but it’s what feels right for me.
The point is, don’t copy what everyone else is doing. Find your own voice and lean into it.
The second common mistake is thinking that likes and engagement equal success. On average, my posts get around 20 likes, but the DMs are DM-ing. People reach out saying, “Hey, I want to work together,” or “How can we collaborate?”
So don’t get discouraged if your post doesn’t go viral. That’s not the goal. Likes are just vanity metrics. The real question is: Can this content generate leads? Can it bring in revenue?
That’s what I focus on. If one of my clients goes viral, amazing! But the real aim is to turn visibility into action. Whether it’s leads, email subscribers or actual conversions, that’s the measure of success we’re after.
“Modern buyers are no longer persuaded by logos alone. They want to know who’s behind the business. What do you believe? What do you stand for? What’s your story? That’s where your personal brand becomes essential, not optional.”
The creator economy is growing quickly, with more professionals looking to monetise. What advice would you give to those trying to build an audience and generate revenue?
Have a strategy in place and don’t do things haphazardly.
And I’ll be honest – even though I build strategies for other people, sometimes my own personal brand takes a back seat. I get so focused on helping others grow and make money that I end up being a bit haphazard with my own content.
But that’s exactly why having a clear plan matters. Without one, it’s easy to get caught up or inconsistent, especially when you’re juggling client work.
For example, maybe Monday is for educational content, Tuesday is something more entertaining, Wednesday could be behind-the-scenes or storytelling.
Having that strategy helps you or whoever’s managing your brand, know exactly what to post and when. It also trains your audience to know what to expect, which builds consistency, trust and engagement over time.
It also helps solidify your brand identity. For example, people might say, “Oh yeah, that’s the person who always posts whiteboard content on Gen Z hiring.” Over time, people start to recognise you for something specific.
But that only happens with consistency. Audiences need to see a message several times before it really sticks. That repetition is what helps shape and reinforce how people perceive you and what they associate you with.
That’s why sometimes you may not notice, but a lot of content creators repeat the same content every three months because they want you to remember them and associate them with what they do.
And that can only happen through consistency and a proper strategy.
For those who feel stuck in their career and are unsure about making a move, what advice would you give them?
Do it. It’s going to feel scary, but do it anyway!
I’ve changed jobs multiple times, and I’m only 25, turning 26 this year. I started as a journalist at the Evening Standard, then moved on to become a business journalist at Pocket. From there, I transitioned into sales and became an Associate Vice President.
After that, I returned to the media as a Senior Reporter at a business publication, where I was eventually fired. Now, I’m self-employed and running my own business.
The truth is, it’s scary until you realise you’ve built a portfolio career – one that lets you draw from multiple skills and experiences to shape the role or career you actually want.
You have to take that leap. Ask yourself: in 17 years, do you want to be saying, “I wish I had,” or would you rather know you went for it?
As an entrepreneur, what are some of the biggest lessons you’ve learned on your business journey?
If there’s one thing I’d emphasise to anyone going self-employed, it’s this: get on top of your finances.
I learned this the hard way. While I was still employed, I had to pay £3.9K to HMRC because my company hadn’t updated my tax band and I didn’t realise I had to do it myself. It really burned me, but thankfully, I had the money to cover it, but it was painful.
Since then, I’ve taken my accounting seriously. I have an accountant now, and I’m setting up automations to keep everything in order.
I’ve also learned to be more confident and bullish in pricing. In the beginning, month one, two, even three, I undercharged. It wasn’t until month four that I thought, Wait, I need to raise my prices.
Now, when I charge £1.3K, £1.5K, even £2K, clients say, “Okay.” You just have to be confident in what you can do for them and confident in the results that you can give. For me, that’s made all the difference.
“Audiences need to see a message several times before it really sticks. That repetition is what helps shape and reinforce how people perceive you and what they associate you with.”
With AI and automation playing a bigger role in content creation, where do you see the future of personal branding and storytelling heading?
AI will eventually take over a lot of jobs. That’s just a fact. It’s going to take over in so many industries like the communication sector, accountancy, pharmacy, and all sorts of industries.
But at the end of the day, it’s not happening now. It’s not happening yet. Ask me again in ten years, and I might say something different. But in the meantime, I’m just focused on making money. Because people still do want ghostwriters, and they want brand strategists.
But also keeping ahead, I’m about to launch a new service focused on training and workshops, including sessions on how to use AI properly. How to prompt it, how to integrate it into your workflow, and how to use it as a tool, not a threat.
I’m not overly worried about AI because everything is going to shift in the next five to ten years anyway. If we let fear of what’s coming stop us from building now, we’ll just end up stuck and discouraged and miss out on the opportunities that still exist today.
