The Business of Woo: Thriving In Your Psychic Business

by Rachel White, Emma Cook (Illustrator)

Are you an energy worker, psychic, tarot reader, astrologer, herbalist, candle maker, content creator, animal communicator or other Woo-based practitioner thinking about starting or transforming your own business? Is the unpredictable chaos in the job market and economy urging you to create your own side hustle, back-up plan, or bug- out bag? Are you overwhelmed and confused by vague, conflicting advice from an ocean of personal development influencers and life coaches? Are you looking for a trustworthy and transparent place to start? Well, The Business of Thriving In Your Psychic Business (Without Losing Your Mind Or Selling Your Soul!) is the book for you. This book transcends vague self-help drivel and abundance doctrine platitudes to offer readers tangible, actionable steps to create or transform their own Woo-based business, whether it’s a part-time side hustle or full-time gig, detailed Goldilocks Zone checklist for readers to determine if the Business of Woo is a good fit for themA robust Practitioner Archetype self-assessment that determines the reader’s dominant psychic abilities, chakras, and corresponding niche within the Business of Woo ecosystemStep-by-step instructions on how to launch a full Go To Market Strategy, including how readers can develop their own Value Proposition; Voice of the Customer Feedback; Key Differentiators; Target Client Personas; Elevator Pitch; BrandGuidelines; Logo; Pricing Strategy; Marketing Strategy; and Thought Capital Strategy.The best practices, lessons learned, and standard operating procedures writer and full-time working shaman, Rachel White, has gathered across 16 years of client-facing psychic workA candid field manual for navigating ethics in an unregulated industryA proven process for readers to tackle innovation, including the creation and launch of new services, products and yes, even Woo-based books!
The book combines Rachel White’s unique 20+ years in the corporate consulting and real estate industries with job titles like “Head of Knowledge and Innovation” and “SVP of Global Strategy” and 16 years of client-facing Woo-based business experience through her spiritual practice, TOTEM Readings. Rachel is the published author of the sold out TOTEM Tarot Deck and the TOTEM Flower Essence Deck, and is also the host of The Skeptical Shaman podcast.

267 pages, Kindle Edition

Published April 20, 2026

About the author

Rachel White was born and raised in L.A., California, but moved north for college. An avid reader for as long as she can remember, she started writing in high school and hasn’t stopped since. Though her favorite genre is probably fantasy, she’ll devour a good book no matter what shelf it belongs to, and she takes an equally experimental approach to her own writing, hopping between ideas, genres, and stories as it suits her.

Along with writing, Rachel has been drawing since she was a little girl and also loves to bake, particularly bread; don't ask her about her sourdough starter unless you really want to know. Writing, however, remains her first and strongest passion.

Reviews

[MJ Smith]

As soon as I got this book, I could tell it was going to be awesome. I mean, just look at the cover! I read 100 pages and one sitting; not because I’m a go-getter who really wants to start a business, but because Rachel‘s writing is fun, clear and honest. Her extensive experience and impressive breath of knowledge is laid out in an organized and engaging way that makes what could be a boring topic (starting a business) accessible, and, dare I say, even exciting. The self assessment tools at the beginning are fun and informative. The illustrations are cute and add a touch of humor without being distracting. This is definitely a book to come back to again and again as you are starting or refining your business or practice. A few years back, I hired a business coach who, for $500, took me through some of the things that Rachel addresses in this book. Excepts that Rachel presents the same topics with much more clarity, organization, and detail than the coach I paid. I cannot recommend this book enough. Rachel overdelivers— it is worth every penny and more.

[Mary]

Rachel writes about the business of woo yet this book has something for anyone interested in this space, even if they’re not standing up a business.

With her corporate background in innovation Rachel speaks the language familiar to so many of us and for those that aren’t from a business background using Rachel’s approach will differentiate and elevate your business in the woo space. Every principle is one I use each day to sell and serve my clients in healthcare.

Of course the illustrations by Emma Cook (Rachel’s constant graphical inspired partner in her many projects) add delight throughout.

Welcome to the world of Rachel and Emma - you’ll love it here!

[Audrey]

The Business of Woo is all the meat and potatoes information you could ever want (and need) when it comes to running a woo based business. Incredibly, no one has written a book quite like this yet. Woo businesses are so saturated and not regulated so the least we can do as practitioners is operate with integrity and intelligently, which Rachel outlines exactly how to do in her first book. This is a must-read!

[Jennifer]

From finding your niche, to setting boundaries, to marketing strategies, to payment without confusion or messy complications, and more, this is like an MBA program for anyone endeavoring to create and sustain a business in the spirituality sector.

The incredible book design and graphic design were lovely bonuses to this five-star read.