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

have three questions for you:

  1. Do you have a tagline for your business?
  2. Can you remember what it is without looking?
  3. Can you remember anybody else’s without looking?

Catchy taglines and phrases are fine; they don’t do any harm. But for tiny professional service firms and solos like us, they don’t matter much.


Because that’s not how word of mouth works.

Rather, it happens when another person (not you) tells somebody else about the work you do. In most cases, you are not even in the room.

And since none of us can remember anybody else’s fancy phrase (maybe not even our own), the “game” is to say something incredibly simple and memorable.

“I help single women with their taxes and finances.”

“I help adult children find assisted living communities for their parents.”

“I help kids with a learning difference choose the best college.”

None of these are impressive and all of them are oversimplifications.

But if you want your name to pop out of somebody’s mouth the next time one of their friends or colleagues shares a need, that’s your only option.