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

spoke with a potential coaching client.


Coaching can be hard to describe, so when we were finishing up, I offered to connect her with a few people in similar situations that I’d worked with in the past.

She said, “Thanks, but I don’t need that. I’ve been reading your newsletter for years. I already know you.”

Bear in mind that in the 9 years she’s been on my list (I looked her up), and up until she contacted me last week to talk about working together, we had had a total of two email interactions, neither of which I had any memory of.

Staying in front of people over and over again over time is about more than just visibility – it’s about building trust.

If you’re selling a professional service, trust is the name of the game.