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

received three emails on the same topic.


They were sent individually from friends/colleagues alerting me to an email they had each received with the subject line: “Why I love newsletters.”

The email had come from the newsletter editor of The Atlantic, letting its magazine readers know about nine different newsletters that it offered.

Since newsletters are my specialty, it occurred to each of these people to get in touch.

Being associated with a particular thing/solution/audience is an incredibly powerful marketing tool.

It amounts to a lot more than just having something to say when people ask what you do for a living.

You become a magnet for that small slice of professional services real estate.

The result? The people you know (and even many that you don’t) are constantly sending information/leads/clients your way.

I believe this is what is known as “marketing.”