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

got a call from somebody looking for “Ralph.”


I said, “Sorry, you have the wrong number.”

She said, “Oh, well maybe you can help me. This is Darlene, I’m calling on behalf of …”

And she was off and running (until I might have hung up on her).

If your first bit of outreach to a potential client is to trick them, you’re not going to build much of a business.