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

received an email from a financial planner.


It was a woman I met at a business event back in the summer.

She asked if we could meet to talk about my “financial needs.” No pressure, no obligation, no cost, etc.

I said, “Thanks, we are all set.”

Here’s the weakness in her approach: She has a solution and she’s walking around hoping to find someone with a problem. Right now.

There’s nothing improper about that, it’s just that at any given time, most of us are not in the market for most things. And so her offer – no matter how valuable and risk-free – has no value to me.

That’s why newsletters, blogs, podcasts and other content-publishing strategies are so effective: they remove timing from the equation.

They are simply (frankly) an excuse for staying in front of potential clients and referral sources today and into the future, building trust and comfort with you and your approach along the way.

Now, people raise their hand when they are ready, instead of you relying on finding a “hot prospect” at just the right time.

P.S. If you need help with a newsletter, please get in touch … today, tomorrow, next year, whenever. I’ll be here when you are ready.