Claim Your Income Identity
It's time to redefine your financial narrative. Instead of "starting over," discover how to leverage your unique strengths and build an income that truly reflects who you are. We guide you through a proven process, which has empowered countless women to move beyond waiting and confidently create their ideal financial future.
Schedule a Complimentary Income Identity Clarity Call
It’s time to stop playing small and start earning on your own terms. My book, Claim Your Income Identity: The One Shift That Sets Women Over 50 Free to Earn on Their Terms, is your roadmap to ditching scarcity, reclaiming your worth, and turning your life-earned assets into income that feels aligned and energizing. If you’re ready for the clarity, confidence, and practical steps to make your second act your best act—go grab your copy on Amazon today and start your shift now. Get it here →
The Illusion of Starting Over
You're Not Starting From Scratch
The biggest misconception for women leaving corporate careers is believing they're "starting over." Instead, you're building from a foundation of strength, leveraging decades of insight, experience, and hard-won credibility.
Life-Earned Assets
Every woman possesses invaluable life-earned assets: wisdom from diverse experiences, transferable skills from past roles, unfulfilled passions, and the unique strengths that people consistently thank you for.
Inside-Out Approach
When you lead with your authentic self—your core value, distinct voice, and rich experience—everything falls into place: offers align, your schedule flows naturally, and income effortlessly follows.
Identify the Real Bottleneck
Women don't stall because they're unqualified. They stall because they can't articulate their value in this new chapter. Without clarity, several key challenges arise:
Difficulty Articulating Value
Struggling to clearly define their value in resumes, bios, and elevator pitches.
Hesitation to Set Rates
Uncertainty in confidently establishing and communicating their worth and pricing.
Lack of Authentic Confidence
Struggling to show up genuinely and confidently in their new professional endeavors.
Struggling to Define Offers
Finding it hard to develop compelling and well-defined service or product offerings.
This lack of clarity creates a cascade of doubt, which is the fastest way to delay your dreams. As a 2023 AARP survey found, 68% of women over 50 cite "not knowing what I would offer" as their biggest barrier to earning again. If you can't say it, you won't sell it.
Say It In One Sentence
Your Income Identity Formula
Master your core message with this simple formula: I help [who] do/achieve [what] by [how].
This isn't a permanent statement, but a powerful starting point. It will evolve as you grow, but using it now ensures immediate clarity and momentum.
Clarity Over Complexity
Forget jargon and impressive-sounding phrases. Your goal is to be the clear solution to someone's genuine problem. If your message isn't easily understood and repeated, you won't be remembered—or referred.
Real-World Transformation
See the power of specificity:
Before: "I help women align with their truth and step into their power."
After: "I help women over 50 who feel lost after leaving corporate life build a simple service offer they can sell in 30 days."
The Myth of the Niche
Test Before You Invest
Forget choosing a niche. Instead, validate your value with a Minimum Viable Offer (MVO) – a practical service you can deliver this week, leveraging your existing skills.
Pinpoint a Micro-Problem
Reflect on a single, specific problem you've repeatedly helped others solve. Precision makes you visible and sellable; vagueness keeps you hidden.
Design a Simple Package
Your MVO should be simple (focused on one clear outcome), short (deliverable quickly), and undeniably sellable (making it easy for clients to say "yes").
Make It Real (Before It's Perfect)
Launch the Smallest Real Version, Now
Perfectionism often masks fear. Don't wait for confidence to launch; launch to gain confidence. Putting your idea out into the world—even if it's messy, unfinished, or imperfect—generates invaluable energy, feedback, and momentum.

Done is smarter than perfect. Harvard Business School data shows that entrepreneurs launching a basic offer within 30 days are significantly more likely to achieve their income goals within the first year.
Name It Simply
Clearly state who it's for, the result they'll get, and how it happens. Example: "60-Min Money Reset: Build a guilt-free spending plan in one call."
Write a 3-Line Invitation
Identify the problem, describe the transformation, and invite them to message you for a spot.
Deliver With Presence
Send the link, collect payment, show up fully, and serve with heart. Don't overthink systems—overdeliver on genuine presence.
Confidence Comes from Action
Micro-Action
Initiate a small, visible step to bring your work to life. This could be posting one offer, emailing three people, or recording a two-minute video.
Gather Feedback
Observe reactions: a reply, a "thank you," or a follow-up question. These are your tangible proofs of concept, building momentum.
Identity Shift
Reflect: "What did I just prove I can do?" and "What does this mean about who I'm becoming?"
Repeat
Confidence compounds like interest. Each small win reinforces a new belief, fueling bigger, more impactful actions.
Your 90-Day Roadmap to Income + Impact
1
Days 1-30: Clarity + Confidence Sprint
Claim your Income Identity, create your Minimum Viable Offer, and secure your first paid session.
2
Days 31-60: Systems + Schedule Sprint
Establish supportive routines, refine your offer delivery, and safeguard your energy. Design your Freedom-First Calendar and streamline your visibility efforts.
3
Days 61-90: Impact + Expansion Sprint
Evolve your message, deepen your purpose, and plan for sustainable growth. Craft your Impact Identity statement and launch a micro-legacy project.
"You don't need to be perfect. You need to be present—to your voice, your values, your vision. You're not just starting something. You're becoming someone."
30 Day Engagement: Clarity & Confidence Sprint
Claim Your Income Identity
Clarify your “I help” statement, identify hidden income blocks, and map out a personalized path to consistent, soul-aligned income.
Develop Your Minimum Viable Offer
identify who you serve, what urgent problem you solve, and how to deliver transformation in a way that’s clear, compelling, and easy to say YES to.
Secure Paid Sessions
We’ll turn your viable offer into income by clarifying your message, creating a simple way to book and pay, and confidently making the ask. No tech overwhelm, no overthinking—just real results, fast.
Stop waiting to be discovered—start getting paid.
You dont need a fancy funnel or perfect branding to make money. You need one clear offer, one confident ask, and the courage to show up.
Lets build it together and secure your first (or next) paid sessions—starting now.
Meet Your Mentors
Dawn Flaherty
Coach. Creator. Cash Flow Activator.
Dawn brings decades of real-world experience in engineering, startups, and financial services—combined with a deep passion for helping women 50+ claim their power, purpose, and profit. As an IPEC-certified coach and former corporate leader turned entrepreneur, she’s known for cutting through confusion and helping clients take bold, income-generating action—fast. Whether it’s writing your story, launching your offer, or rewriting your income identity, Dawn helps you show up fully and get paid for it.
Lou Bortone
Video Marketing Strategist. Branding Whisperer. Legacy Builder.
With over 20 years in the media and branding world—including stints at E! Entertainment and Fox Family—Lou helps entrepreneurs turn their message into magnetic video content and profitable online brands. He’s worked behind the scenes with some of the biggest names in the business and now partners with purpose-driven creators to launch with clarity, credibility, and confidence. Lou’s the guy who helps you show up, stand out, and stay consistent—on your terms.
30-Day Income Activation: From Clarity to Clients
A high-impact, private coaching experience designed to help you claim your income identity, craft your irresistible offer, and start booking paid sessions—with confidence and clarity.
Price: $997 or 2 payments of $525
Over 4 personalized 75-minute 1:1 sessions (to be used over 60 days), we’ll walk through every step:
🔹 Session 1: Income Identity Blueprint
Get crystal clear on who you are, what you do, and why it matters. We’ll uncover the beliefs blocking your income and create your new, empowered income identity.
🔹 Session 2: One Problem, Big Impact
You’ll define the one urgent problem you solve—and learn how to talk about it in a way that makes people say, “Where have you been?”
🔹 Session 3: Minimum Viable Offer Development
We’ll create a simple, powerful offer that delivers results, feels aligned, and gets clients saying yes—without endless revisions or overthinking.
🔹 Session 4: Offer Website & Outreach Strategy
Time to launch. You’ll get support crafting a clear offer page (or section on your site) and a plan for authentic outreach that brings in your first paid sessions.
💥 You’ll walk away with:
  • A clear and confident income identity
  • A sellable offer and pricing strategy
  • Booking + payment system recommendations
  • Outreach scripts to start securing clients immediately
This is momentum, not theory. Clarity, cash flow, and confidence—delivered in 30 days.
You don’t need to start over—you need to claim your Income Identity.
If you’re a woman over 50 who’s ready to ditch scarcity, stop playing small, and finally earn on your own terms—this is your space. In this video, I’ll show you how to tap into your experience, story, and skills to create income that feels aligned, not exhausting.
We’ll cover:
✅ The one mindset shift that changes everything
✅ How to clarify your “I help…” statement so people instantly get what you do
✅ Simple, actionable steps to turn your life-earned assets into income
📖 Based on the book Claim Your Income Identity: The One Shift That Sets Women Over 50 Free to Earn on Their Terms — now available on Amazon: https://a.co/d/iWDAXXm