Behind-the-scenes advice for busy solo professionals courtesy of Michael Katz, Blue Penguin Development

begin work again with an old client.


Eleven years ago, I helped this small firm launch a newsletter.

Ten days ago, they got back in touch to see if I could help develop the communications around a new business they are launching.

This was the sales process:

Them: “Can you help us?”

Me: “I’d love to. Let’s talk.”

Us: A couple of phone conversations.

Me: “Tomorrow I’ll send you a brief email outlining my understanding of what you want and my thoughts on how we would work. Then let me know what you think.”

Them (three hours after I sent the previous email): “GO!”

Here’s the point. Working with people you’ve worked with before is simpler, easier, and faster to get going. When everyone trusts and likes each other, you’ve removed most of the risk and all of the roadblocks.

Now tell me again why you spend so much time trying to get the attention of strangers…