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

had a conversation about newsletters.

It was with a consultant, somebody who is thinking of launching one.

He said he planned to, “Send 6 or 8 a year.”

I made two suggestions:

1. Send more frequently.

With all the noise out there today, you need to be in front of people at least monthly to break through.

2. Make a real commitment.

There’s a big difference between saying, “I plan to go to the gym a couple of times a week,” and, “I will go to the gym every Monday, Wednesday and Friday at 8 AM.”

One is a hope. The other is an actual plan.

It’s the same with a newsletter. If you don’t commit to a specific schedule (first Tuesday, third Friday, whatever), you’ll push it out of the way as soon as something more urgent comes up.

If you’re going to launch a newsletter, commit to doing it monthly for one year. Then feel free to assess the value!