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

picked up a Sports Illustrated while waiting in the doctor’s office.


I wasn’t reading closely, just kind of flipping through the pages, looking at the pictures and the captions.

The stories and athletes were all current, but something didn’t feel quite right.

When I got to a “coloring page” I realized that I had picked up Sports Illustrated for Kids.

Same subject, different audience … totally different presentation.

If you’re not thinking about your audience when you create content, don’t be surprised if you strike out (sorry).