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

suggested a wording change.


A client shared his newsletter draft with me.

It was a great article – interesting, topical, well written.

It ended with this sentence:

“Companies need to understand the importance of staying close to their customers.”

I suggested he modify it to this, instead:

“What are you doing to stay close to your customers?”

Same idea, more or less.

But I think you’d agree that by asking a direct question, the latter feels way more engaging.

What are you doing to connect with your readers?

(See what I mean?)