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

received an envelope in the mail from a bookkeeper.


Inside: A full color, six-panel brochure; a high quality business card; a hand-written, customized envelope.

I’d give this approach an A+ … if it were 1995.

Today, though, it’s largely a waste of money.

Given that the cost of staying in touch with people you already know is zero, snail mail campaigns to strangers are both more expensive and less productive than simply finding ways to have an ongoing conversation with your existing relationships.