We've all known people who talk incessantly without saying much. It is irritating when you pay for it. The author advises you to change your mindset from employee to entrepreneur, but doesn't tell you how. He says you have to value your writing to make a good living, but doesn't tell you how to make your writing valuable other than telling you to copy others and practice.
When it comes to substance ( a business plan, pricing your work), the author provides web links. He does say it is easier to make money if you specialize, and he provides popular niches for fiction and non-fiction.