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

received an email looking for advice.

The sender had been speaking with a potential client about creating a newsletter for her.

But she said, “I don’t think they are super relevant these days.”

He was looking for information that would help make the case for newsletters.

I suggested he simply move on (despite my strong belief that newsletters continue to be the single best marketing tool out there for professionals).

Being “right” is not the same as being “hired.”

Rather than spending time trying (and probably failing) to make the case for whatever it is you sell, find people who want it in the first place.

Creating demand is way harder than finding it.