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

received a question from a long-standing client.


She asked, “How do you write so well, so consistently?”

The answer, of course, is that I use a special keyboard.

But the truth is, I don’t write well in general.

I write a particular type of thing well: short, conversational, useful, information-based content for professional service providers. In practice, that tends to mean newsletters and web sites.

I don’t write books, white papers, speeches, direct response copy, social media posts, manifestos, operating instructions, food labels, or a hundred other things that I’m probably not even aware of.

Here’s why it matters: the more you can sell what you are naturally, uncannily, matchlessly good at, the more happy clients you’ll have, the more money you’ll make, the more satisfaction you’ll feel, and the easier all of it will be.