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

read about a new bus route in Michigan.


Apparently, there will soon be a direct connection between Ann Arbor and Detroit.

If you said, “Who cares?”, that is precisely my point. I don’t, and you probably don’t either.

But, for some small segment of the population, it’s the most important piece of news they’ll hear all day.

The urge to write something that everybody will care about is strong.

But it’s a misguided approach. There are few topics that qualify.

Instead, figure out who your perfect potential client is and write to them.

The narrower your focus, the smaller your audience … but the more intense the interest.

As long as you’ve got enough of the right people paying attention, you’ve got a viable business.