The Likeable Expert Podcast: Recent Episodes
Michael Katz
"Michael Katz's Likeable Expert Gazette focuses on helping professional service firms get more clients, more easily. It's published every other Friday."
There are a lot of advantages to being a large company. Freedom to experiment is not one of them. As a small professional service firm or solo, if you are not taking advantage of your natural advantage, you are missing out on some potentially game-changing insights.
Today's newsletter focuses on business problems ... and making sure you are applying the correct solutions.
It is, however, maybe the longest newsletter I've ever written.
So if you are one of those, "I'm too busy to read long things" people, I won't mention the fact that you binge-watched all of season two of Severance last weekend.
Getting clients is important. But holding onto them – for a long, long time – matters just as much. Today's newsletter, after an opening story that, between you and me, goes on quite a bit longer than necessary, explains.
Business is about creating something of value so that others will pay for it. Understandably, that leads professionals to mostly focus on minimizing cost while maximizing revenue.
In practice, it's a bit more complicated. The more value you give to clients, the less likely they are to leave and the more likely they are to tell others about you – both of which lower your marketing costs. Confused? Today's newsletter probably won't change that. But you never know...
I received an unwelcome surprise this week. Fortunately, nothing super-serious. Still, as today's newsletter explains, a good reminder of the importance of planning for occasional hiccups in our respective businesses.
Running a business can feel overwhelming. So much to know and do and think about. The solution? Get a job. I'm kidding; don't do that. Instead, figure out what really matters and stop worrying about the rest.
People like us – small professional service providers and independents – live in a word-of-mouth world. Much of our marketing occurs informally and without warning as we move throughout the day. Which means, as today's newsletter takes way too long getting around to explaining, you always need to be ready.
Do you use much automation in your work? Me too. It's pretty much a necessity for small firms and solos. But at some point, too much of it defeats the purpose. Today's newsletter explains.
I never raise my fees. Really? Okay, no, not exactly. But sort of. Read on for more. Read off for less.
This is issue #600. Only 400 more to go and you have my permission to unsubscribe. Speaking of which, if you publish a newsletter, you've probably noticed the statistics made available by your email marketing vendor (MailChimp, etc.).
These can be fun to look at and, since they drop nicely into a spreadsheet, easy to take at face value. Today's newsletter explains why that's not a good idea and largely beside the point anyway.
Here's a little marketing secret for us small professional service providers and solos: Consistency matters more than perfection. And yet, lots (lots) of individuals and even small firms pause their marketing when things get busy.
We humans do many things that seemingly serve little practical purpose (insert your own Congress joke here). And yet, since that's a big part of what makes us human in the first place, taking deliberate steps to incorporate this kind of thing into your marketing it not a bad idea. Today's newsletter explains.
Today's newsletter takes a look at a question that has plagued the working person since the beginning of time: Will they know I am lying if I take Friday as a sick day?
Ha, ha, I am kidding. They will definitely know.
Rather, I am speaking of this question: Should I stay in my job or go off and work for myself?
It may seem logical to copy "the big guys" when putting together your own marketing approach.
After all, they are big and successful; they must know what they are doing, right?
Well, yes... but. What works for them doesn't usually work for us. Today's newsletter explains...
Today's newsletter is about AI and the negative impact it is having on our collective ability to think and communicate. Granted, it's a bit longer than usual. So if you want to be ironic, feel free to copy and paste it into ChatGPT for a summary.
For any business, everything visible to the outside world falls under the heading of "marketing.
But it shouldn't be random.
Today's newsletter explains how the things you choose to share can have a big impact on your success.
This is issue number 593. Seven more and I get a toaster. Today we talk about luck – and why you want to ignore it when building your business.
Most of the time, I offer suggestions about marketing things I think you should do. In today's newsletter, I share two recommendations of things you should not do.
Are you passionate about the work you do? I'm glad. But the thing is, nobody but you really cares. In today's newsletter I explain why what you are especially good at – not what you love to do – is the shortest path to everything you want.
Recently, I launched a new, second newsletter. I thought it would be easy. I was wrong. If you are likewise at the beginning stages – of a newsletter or anything else that requires putting yourself out there for all to see – today's issue is especially for you.
Today's newsletter is not the least bit funny. So, if that's the only reason you read these each time, I recommend hitting delete now and instead watching this super-cute baby elephant video. Everyone else, read on for some AI-themed insights that may or may not be useful.
Marketing your solo professional business effectively comes with a lot of moving parts ... not unlike a dishwasher. Confused? I don't blame you. Not interested? I don't blame you even more. For everyone else, today's newsletter awaits you below!
When it comes to solo professional success, finding paying clients is the name of the game. If you can't make that happen, not much else matters.
But getting those paying clients – especially the ones who come back again and again – requires more than just being open for business.
In today's newsletter, we look at some other things worth doing to start and keep the client ball rolling.
Today’s newsletter is a little longer than usual. So, for those of you who are too busy to read it, I dropped it into ChatGPT and asked it to summarize the article: “Bald man wastes your time with dad jokes and tired marketing observations.” A bit harsh for a robot, if you ask me. But I can’t much argue with it.
Professional service providers like us are in the advice-giving business. So if you want to be hired as one of those people, it's a good idea to offer prospective buyers a "free sample."
If you publish a newsletter, you are well ahead of the game.
Still... there are some simple things you can do to make whatever you send way better.
Today's newsletter shares one secret (shhhhh).
Do you publish a newsletter? Excellent. One thousand bonus points to you. But if that's all you are using your list for, you are missing out on some other opportunities.
When it comes to time, we all have an equal amount (other than Keith Richards, who appears to have more than his fair share). Today's newsletter is about the small but often significant role time can play in your business.
Yikes. Today's newsletter is kind of long. So if you're in a hurry, the point is simply this: figure out what you are naturally good at and find a way to turn that into your career.
For everyone else, and now that those "super busy" people are gone, there's some good stuff below. And, admittedly, some of the usual time-wasting commentary, too.
Today's newsletter is about dating. And dancing. And for those of you who actually care about marketing, the importance of getting things off to a quick start.
Today's newsletter is about taking time to slow down and find the "spaces between." In my experience, that's where the biggest business leaps forward occur.
Working solo is terrific. But, all that time spent alone can lead us to concoct false stories from very little evidence. When that happens, it can throw everything off. Today's newsletter shares three suggestions for avoiding that. (Four, if you count this one: Avoid that!)
Today's newsletter is about AI and how ignoring it is potentially dangerous to your business.
Today's newsletter looks at the inherent benefits of doing work for which you are supremely gifted and qualified.
Today's newsletter looks at the difference between working as an employee and working on your own and shares three, dare I say, fabulous, suggestions for making things easier.
In addition to using marketing tactics that reach your particular audience and that you enjoy (or at least don't hate), it's important to connect with your prospective clients in different ways. Today's newsletter explains (I hope).
This is issue #573, a number that is evenly divisible by 3. How do I know that? Because when you add all the digits together (5 + 7 + 3 = 15; 1 + 5 = 6), the resulting number (6) is. And if that much math has your head spinning, you definitely do not want to buy the book I reference in today's newsletter.
Audience – who are you trying to reach and where do they hang out – plays an important role in bringing the clients you want.
The rules of working for yourself are different. Often, things that seem obvious are totally wrong. Today's newsletter shares three examples of conventional work wisdom that are way off base.
Today's newsletter is a bit longer than most. But, my hair is a bit shorter than most, so I guess it all evens out. Read on as we talk about why having a "marketing system," if it's the wrong system (for you), can be a waste of time.
I don't know if you were present at the eclipse (it was dark). But it got me thinking about how the event, and life as an independent professional, don't have a whole lot in common. Put on your protective glasses and keep reading...
Today we talk about water. And automated marketing. And when you put them together, you get ... Wautomation. Or something. Anyway, the point is, automate your marketing and good things happen.
Routine and predictability can be comforting. Unfortunately, all the good stuff is in the opposite direction. Today's newsletter explains why getting out of your comfort zone is good for your business (and, maybe, your life overall).
Your marketing matters, absolutely. But, when things are not going as you would like, it's not the first place to look. Intrigued? I don't blame you. More down below (less up above).
Today we talk about the difference between just saying you are different and actually being so.
Standing out from the pack is important. A big part of that is how you describe yourself and your work. But... if you make it too unusual, so that your "explanation" itself requires an explanation, you'll only confuse the marketplace (and the shoppers within). Today's newsletter explains. I hope.
Today's newsletter is about trust and the important (those with high SAT scores might even say consequential) role it plays in growing your business easily and quickly.
This may be my last newsletter of the year (not sure), in which case, I wish you and yours all the best for the holidays and new year. Today's newsletter looks at relationship marketing. More specifically, how consistently staying connected to the people you know is the key to making it all work.
The longer I work as a solo professional, the more I understand how subjective the whole "getting clients" game is. If you're ignoring how it feels to work with you, you're missing a big piece of the puzzle.
Today we talk about beliefs – yours. Doing the work is fine and important. But what helps set you apart from the competition is your particular point of view.
Today's newsletter takes a look at habits. We've all got them. Some are helpful, some less so. Running your business effectively requires differentiating between the good and bad, and taking steps to adjust accordingly.
Today's newsletter shares three suggestions related to the marketing of your independent professional service business. Feel free to ignore them all.
When it comes to taking care of clients, size matters - but maybe not the way you usually think. Small professional service firms and independents, like us, have a BIG advantage ... provided we recognize it and are willing to use it. Today's podcast explains.
Today's podcast is about comedy, which may explain why it's almost entirely not funny. But, I think useful in terms of some important things to keep in mind when creating your business content.
Today we talk about your face and why it doesn't look like my face (lucky you).
More specifically, we look at the importance of small differences when it comes to standing out and connecting with prospective clients and others.
Today's newsletter covers two of my favorite topics: beer and breakfast.
More specifically, it's about the importance of choosing your marketing tactics deliberately, and in a way that plays to the specifics of your circumstances.
Today we talk about newsletters as a tool for promoting your professional services business.
If your lack of a large list is what's been holding you back, today's newsletter hopes to convince you that your list is plenty big enough!
Today we talk about AI. More specifically, about the opportunity it creates for all of us.
Today's podcast is about mice, crows, and newsletters.
And in case you're wondering, I just googled it, and that is the first time in recorded history that exact sentence has ever been written.
Are you relatively new to working for yourself? If so, today's newsletter is written especially for you.
It's good to know things. But if nobody else understands what you are saying (or writing), you'll have a hard time communicating, let alone convincing others that you are worth knowing, referring, and hiring.
We look at four things beyond expertise that play a role in your getting noticed, shared, and hired.
If your newsletter doesn't have a deadline each month, there's a good chance you'll stop publishing.
Mentioning things that are happening right now when you write can be problematic. After all, if you're too specific, won't the things you reference feel outdated before long?
It may not seem like it, but your prospective clients are afraid of hiring you. Your job, therefore, is to remove that fear and help them feel confident in moving ahead. The key ingredient in that equation? Trust.
f you sell a professional service (and if you don't, you're reading the wrong newsletter), content is where it's at.
Word of Mouth. It's the fuel of every small professional service firm and independent professional's marketing program.
Voicing your opinion as frequently and authentically as possible ... and letting the chips fall where they may.
For a professional service provider, word of mouth is far and away the best source of new clients. They are prescreened, cost nothing to acquire, and they come to you! But it's not magic (sorry). It requires consistent effort on your part.
Today we talk about the importance of standing out ... of course, you already knew that.
Are you thinking about launching a podcast as a way to market your professional service business?
I don't blame you.
But before you move ahead, you may want to listen to today's newsletter.
Today we talk about presentations. More specifically, how to make your better by always asking three questions regarding your audience.
Working alone can be scary. But scary is better than boring. Today's podcast explains why.
Today we talk about positioning. In short, the way you put your content out into the world (and, by extension, your brand) matters as much as the content itself.
Today we talk about emotion - and its power in making your newsletter (and writing in general) more effective as a lead-generating tool.
Today's podcast looks at the power - the tremendous power - of relationship building and its impact on your marketing. If you're not doing it, you're working way harder than necessary.
Good morning! Or afternoon. Or whenever you happen to be waking up (I don't judge).
Today's podcast looks at repetition and why it's such a powerful force in your being remembered.
Here in the U.S. the presidential race is in full bloom (assuming the definition of "full bloom" (assuming the definition of "full bloom" is, "What the hell is going on?").
Wherever you may stand on the process or the candidates, today's newsletter shines a light on a professional services marketing lesson lurking within.
Spring is here! (Note to Southern Hemisphere-dwelling readers: You can come live with me until November if you like.)
And so today's podcast talks about how a spring tradition offers an important lesson in small business and solo professional marketing.
Today's podcast talks about demand, and the key role it plays in the successful marketing of your business.
Words! They matter. But, like most things that do, they're not all created equally.
Today's podcast focuses on the importance - to your marketing - of choosing the right ones.
You're probably expecting me to pull some elaborate April Fool's Day joke in today's podcast. But I'm not going to do that.
Or am I?
No.
Maybe.
Today's podcast focuses on the benefits - the HUGE benefits - of doing repeat work for repeat clients.
The hardest part about publishing a newsletter is writing it. So make sure you're getting full use of your efforts before you move on to the next one!
Beware the Ides of ... oh wait a second, that's not today.
Today we talk about the importance of specifying your target audience - a key element in persuasive writing.
Do you pay much attention to how you begin your newsletters? I do. A lot.
Today I'll explain why it matters.
Happy "the first time we met" anniversary, tomorrow (28 years ago), to my wife Linda. I got you today's newsletter as a gift (everybody else, do me a favor and don't mention that you got a copy too).
Today we talk about urgency. Specifically, why prospects who need you right away are trouble.
Marketing is about putting your best foot forward. Sometimes, however, it's also about not putting your best foot forward.
Today's podcast offers three concrete suggestions for ensuring that clients and others don't dismiss you out of hand.
Today we talk about chocolate and the role it plays in your marketing. Seriously. Well, sort of seriously.
In today's podcast - the final edition of the year - we look forward to 2016 and the importance of paying more attention to the way you run your business.
Today we talk about the importance of adding zest and personality to everything you write. And why doing so is your best option for capturing the attention of readers.
Keeping things simple is an important element of effective communications (still with me?)
Today's podcast suggests taking it up one step further.
Halloween greetings. This year, as usual, I will be terrifying neighborhood children by dressing up as a creepy, middle-aged bald guy.
Today we talk about risk and the role it plays in helping you break free from the pack.
Today we talk about taking control ... of the way you do business. You have the freedom to write the rules. But it only works if you take the time to do it. We'll talk about how.
Today we talk about competitive advantage ... yours, that is. If you compete with larger companies, you may be sitting on some big opportunities (probably not literally).
Listen for more details.
Content. Thy holy grail of professional services marketing. The elusive treasure of pecuiary ascendancy. The ... oh whatever. You get the picture.
If you want to be seen as a Likeable Expert, you need to create and share content, over and over again.
But if everything impportant has already been said, what do you wirte about? Listen on, as I share some ideas...
Today we talk about the benefits of launching a new product or program, slowly and quietly.
August is here and so are you, so let's get going.
Today we talk abut my family's recent stay at an Airbnb home and how this relates to the way to market yourself and your business.
In a couple of weeks I'm having a party (oh alright, stop whining, you can come).
A few days ago, I sent out an invitation and realied three important things - all of which relate to you and your own business.
Today's podcast looks at what it takes to stand out from the crowd. And, why this has little to do with being objectively better than your competition.
Today we talk about the benefits of offering services that repeat, over time, with the same client.
Today we talk about the benefits of offering services that repeat, over time, with the same client. (Sorry, I can't help myself. Myself.)
My daughter's home from college, my brother had a birthday, I shaved my head this morning. Yes, it's nonstop over here.
But I've always got time for you. Which is why today's podcast talks about Word of Mouth and how you can make the words and mouths work in your favor.
It's been a long-held belief by those of us in email newsletter land, that the more information you request at sign up, the lower the number of people who actually subscribe. Today, I loosen my grip on that "fact." Listen on for more...
"Expert Positioning" is an important element in being hired by clients (especially the good ones). But getting there involves more than just credentials, experience and presentation.
In today's podcast I explain how the questions you ask of prospects affect how they view you.
Lots of solos wonder and worry whether they are "expert enough."
In today's podcast I explain why you are and why it isn't where clients come from anyway.
I spent several years when I first began as a solo, wondering when I would finally "make it." One day I realized I was asking the wrong question.
Today's podcast explains why uncertaintly is a necessary - and yes, enjoyable - part of the solo professional mix.
It's Friday the 13th. And while a black cat crossing your path may signify bad luck, a blue penguin carries no such baggage. So listen on safely...
Long-lasting, instant results are terrific. The problem, and particularly where growing a business is concerned, is that you tend to get one or the other.
In today's podcast I explain why relationship building is worth the wait.
Do you lie awake at night wishing you were more charming?
Would you like to take an all expense-paid vacation to the South Pacific?
Are you reluctant to publish content out of concern for what others might think?
I totally can't help you with the first two, but the third ... listen on for more!
In today's podcast we talk about the importance of figuring out a simple, consistent way of explaining what you do - and then memorizing it so you can use it at a moments notice.
It's 2015, a year whose digits add up to the number 8. That's just one more than the number of days in a week. Coincidence?
Anyway, today we talk about networking and relationship-building, and how approaching this in a slightly different way can have tremendous value for your business.
Today's podcast is the last of the year. Read it and then feel free to shut down until January 1.
In the meantime, today we talk about the value in specifying whom - exactly - you'd like to work with.
One of the toughest parts of selling is knowing who's ready to buy. What if, however, your sales approach didn't depend on that knowledge?
Intrigued? I can't say that I blame you. Listen for more.
There are a lot of t hings you can do to imporove your marketing. Today we talk about just one.
It's Halloween, but you know what's even scarier? This is the 350th edition of this podcast and you haven't listened to them all.
Today we talk about squaring off against large competitors. It can be scary ... for them I mean. Read on as I offer some suggestions for outmaneuvering the big guys (get your slingshot ready).
Today we talk about writing. And, in particular, how small changes can have a big impact on whether or not you are heard!
I know you're working hard to make your business grow. But I also see you hesitating, waiting until everything is just right to launch that new web site, roll out that new program or make a change you've been considering.
Today's podcast focuses on the importance of moving steadily and quickly on the road to solo professional success.
Today we talk about the importance of consistently describing who you are and what you do - a rarely urgent and therefore often overlooked aspect of your marketing.
Today's podcast, based on a recent experience I had while traveling, offers two suggestions for plugging two (or more) holes in your marketing.
Today's podcast discusses the power of being who you are when marketing. Specifically, the benefits of highlighting the fact that you are a solo professional and not a larger firm.
Today's podcast talks about selling things to people that they already want to buy. In my experience, that makes finding clients a whole lot easier.
Often, in life, there is one factor that accounts for much of the difference between success and failure. When it comes to getting the clients and work you want, that one factor is a narrow niche.
Word of mouth is an important (maybe the most important) part of how solo professionals find great clients. Using it to your advantage, however, requires an understanding of how it works.
Today's podcsst offers two specific suggestions for improving your words and mouths.
For many solos, the scariest part of being in business for themselves is the risk of failing.
Today's podcast encourages you to focus less on the risk and more on the potential gain.
For many solo professionals, selling is a troublesome topic. We know, of course, that it's necessary. Nonetheless, it often feels, if I may, icky.
Today's podcast talks about the value of questioning, both in improving your sales results and in removing the ickiness.
Today's podcast, you'll be disappointed to learn, isn't funny. But it is, for a change, useful.
A few months ago I made a big change to the format of my newsletter. Today, and now that I have enough experience and data with the switch, I explain why and share the results.
The problem with marketing in the 21st century is that there are too many options.
In light of that, today's podcast offers a suggestion. Four of them, actually.
There's a lot of talk these days about the need for "super-short" content. I don't buy it. Today's podcast explains why.
Taking charge and sharing a point of view can be intimidating. But it's what distinguishes experts from the crowd.
Today's podcast offers some suggestions on why and how you need to step up as the expert you already are.
You can learn a lot by following the lead of big companies. You can make some big mistakes too.
Today's podcast offers a case study of sorts to demonstrate what not to do when communicating with clients and others.
If you're like most solo professionals, you know a lot more than you give yourself credit for (shame on you).
Today's podcast offers some suggestions on how you can sell those insights, and in a way that will thrill both you and your clients.
Broad-based fame and popularity are compelling goals. Neither, however, is likely or particularly useful as a marketing tool for you as a solo professional.
Today's podcast describes a better, easier way.
It's a new year and, according to everything I've read in the last 10 days, that means we solo professional humans are supposed to get moving. I agree, but it can be overwhelming too.
Today's podcast explains why those who have done nothing to market their respective businesses have the most to gain.
Intrigued? Who can blame you. Listen on...
No doubt about it, working solo can be scary. But it's never dull.
Today's podcast offers some perspective on why scary is better than dull, any day of the week.
I used to think that effective selling had something to do with talking quickly and convincingly, until the other person somehow signed my agreement and mailed me a check.
In today's podcast, I discuss a much nicer - and more effective - approach to getting the better clients you're hoping for.
When it comes to "reaching out" to clients and colleagues, it's easy to consider only the tactics that touch all of them, equally.
In today's podcast, we take a page from the pope (yes, that pope), who demonstrates a better way.
Many solos (and larger businesses) believe that if you can get "the big media hit," your troubles will be over. I don't agree.
Today's podcast explains why the media home run itself is less valuable than you might think. And, why you're better off focusing on how else you can spread the word.
Hello!
I bet you think that if you had all the money you needed, you'd be much better off as a solo professional. I don't agree.
Today's podcast explains why "chasing the money" is a good thing (really).
Today's podcast looks at writing. More specifically, what to do if you hate and/or stink at it.
We all know that word of mouth is the easiest and best way to find new clients. And yet, every day, many of us overlook simple opportunities for making this happen more often.
Today's podcast zeroes in on two elements that will make your words mouthier (mouths wordier?).
It's long been rumored that we get wiser as we get older. Today's podcast begs to differ, and offers three specific suggestions regarding how we solo professionals could benefit from behaving more like teenagers.
Working hard is fine, but only if you're on the right path. Today's podcast offers some suggestions regarding direction, as opposed to effort.
If you don't have all the business you'd like, you may think it's time to lower your prices. Today's newsletter offers an alternative theory regarding your fees.
Intrigued? Who can blame you. Listen now...
There are a lot of moving parts involved in operating a solo professional business. And so it's natural to just do what everybody else does.
Today's podcast encourages you to stop and think (frequently) about whether or not following the pack makes sense for you.
Professional athletes get to the point where they can't play anymore. So they find other ways to earn a living.
Most solo professionals, on the other hand, don't do work that takes a toll on their bodies. That's the good news.
The bad news is that many of us, even after a few decades on the job, are still running up and down the court every night. Today's podcast offers an alternative.
The "in-person networking opportunity" is one we solo professionals consider very important. It is - but I realized this past Tuesday that many people are doing it all wrong.
Today's podcast explains why...
I'm quite sure that you're very good at what you do. The problem, from a marketing standpoint, is that your competitors are equally capable. Today's podcast offers some suggestions for standing out in a crowded field.
Getting a great idea - particularly when it comes to a tactic related to the marketing of your business - is exciting. But take your time "ramping up." Too much, too soon, can leave you right back where you started.
Listen to today's podcast below for more. (Click "delete" now for less.)
Today we talk about getting out from under the urgency of now and, instead, deliberately making time to improve your business over the long run.
Today is 3/15/13 and this is issue #313. Am I frightening you?
Anyway, today's scary topic is selling. But I have some good news for you: it need not be scary. Or confusing. Or untruthful.
The key, I've found, is to always consider the other person's point of view - the subject of today's podcast.
Money! It's a scary topic for many solos, particularly if you don't think you have/are making enough of it. In today's podcast I share a relatively recent insight which has made all the difference for me.
My dog is no genius (I don't think). But she does know something about finding clients that many solo professionals seem to have missed! Today's podcast explains.
Running a business involves lots of mundane repetition. Mundane repetition. It's probably unavoidable, but it can be streamlined.
Today's podcast offers a few suggestions that you can put to use right now.
If you find yourself concerned about publishing "too often" or worried that you're talking about yourself and the work you do "too much," today's podcast is for you.
I hope to convince you that that kind of thinking hurts both you and the people who desperately need your services. So if you're feeling like that, stop it.
Welcome to 2013. Our first podcast of the year (you never forget your first), is about taking action in your business. If you find yourself doing too much ready set, and not enough go, this issue is for you.
Guess what's almost over. No, sorry, not this newsletter - that's just beginning.
I meant 2012. Today's newsletter takes a look at 2013 and offers one BIG recommendation for making it your best year yet.
My recent experience with physical therapy shined (shone? shoned?) a light on how we can sometimes get in the way of our own success.
Presidential campaigns shine a light on two important concepts, both of which are critical in the marketing of a professional services practice.
Unfortunately, I can't remember what they are.
Ha Ha! I am kidding.
The reason you find writing so difficult is because you don't do it often enough and you keep putting it off.
Today I offer two suggestions for stopping that. Three, if you count this one: Stop that!
When you offer things to clients that are easy/cheap for you to provide but (oddly enough) high value for them, everybody wins.
Well, not everybody I suppose, just you and your client. But isn't that enough? I think so.
Selling. You may not enjoy it, but if you're going to stay in business, you've got to do it.
That doesn't mean, however, that you need to leave your likeable self at the door. In fact, and as today's podcast explains, it means exactly the opposite.
Today we talk about likeability! I share with you a simple, specific example of how one sentence can make a huge difference in the way you connect with readers and others.
Technology is great; I love it. But it can be a distraction as well ... a distraction from whatever it is you're trying to accomplish.
Today's podcast offers three suggestions (two of them good) for being more productive with the use of technology in your marketing efforts.
I'm not much of a gamer, online or otherwise. But one game - Words With Friends - has led me to some important marketing insights. Today's podcast implores you to understand the rules of the marketing game you necessarily play every day.
I'll be the first to admit, I never thought I'd record a podcast about Justin Bieber. But here we are. Today's podcast talks about the importance of targeting a specific audience when writing.
Today's podcast looks at effective selling. In particular, I do my best to convince you that sharing useful, no-strings attached information is the surest way to build sales and reduce marketing costs over time.
Summer is almost here! And so is today's podcast.
This week we talk about marketing and, in particular, how to ensure that what you think you're saying is what the rest of the world is hearing.
Today's Podcast talks about content and, in particular, what it takes - and doesn't take - to make yours more compelling.
There are many things you can do to improve the way you craft your message. Today's podcast explains why knowing your audience is a necessary part of the mix.
"All things being equal," each of us is wired to choose the cheapest option. Make things unequal, therefore, and price is no longer the only differentiating factor.
Today's podcast explains how to make this work for you as a professional service provider.
Every professional knows that workd-of-mouth is the best way to find clients. And if it's nothappening often enough for you, today's podcast offers an important suggestion.
The key to a great newsletter is great content. That said, consistency plays a role too. Today's podcast offers three suggestions in that regard.
I know you want more clients faster. But jumping to close is not the most efficient way to make it happen. Today's podcast explains why.
Staying in touch with the people you know is your best marketing tool. As today's podcast reveals, you don't even have to be very good at it.
Are you doing work that you're not particularly good at? Well then stop it. Today's podcast explains why.
Do you usually order something to eat when you visit a restaurant? Maybe it's because they give you a menu. Today's podcast explains what that has to do with the selling of your professional service.
Welcome to our first podcast of the year that points out the benefits of viewing everything you do as a marketing opportunity.
Today's podcast offers three suggestions for making your enewsletter subject lines more effective, in addition to explaining why I don't take my own advice.
Today's Podcast contains a simple idea: What you, as a solo professional, can learn from a rock star legend. (Thank you, but no, I don't mean me. I mean Bruce Springsteen).
Bathrobes, mice and three things to keep in mind when selecting newsletter topics.
Intrigued? Who can blame you.
Listen for a recent selling experience of mine, one in which a strong relationship made all the difference.
It was raining yesterday morning when I left the house to go running.Not sort of raining, either. I'm talking full out, full blown, Cecil B. DeMille* raining.
I don't know much, but I know this:No story ever ends well when it begins with the following, panicked question, "Does that clock have the correct time??!!"
Today's story is no exception. Here's what happened...
I got a call the other day from my old college friend Rob, in Vancouver. (Long-time readers with steel trap memories and uneventful lives of their own will remember Rob as the subject of this 2005 newsletter.)
He and I spent a lot of time together in school but gradually lost touch...
My daughter Emily made the news the other day.
You probably missed it unless, like me and my fellow Hopkinton, Massachusetts residents, you frequent our town's news blog - a photo-rich, constantly updated goulash of local events, home sales, police activity, wildlife sightings and other assorted oddities.
**I got a call yesterday from Carol in Nashville.
She was convinced of the value of an E-Newsletter for her business** (smart woman) and she was thinking about picking up a copy of my E-Newsletter System to help her get going (she may even be a genius).
But ... she hates writing.
"What's 'Blup-Gen?'"
I'm guessing you've never had that question asked of you.
I, however, hear it about once a week and always from a complete stranger.
I shaved my head the other day.I know, it's not the kind of thing you tend to announce to the world. But as you'll see in a few more paragraphs, it relates to the way you market your business.
Here's what happened...
Despite having lived my entire life in the Northeast, I've always been drawn to the desert.
Writing can be painful. I think I know why. Today's newsletter offers a simple (but dare I say, brilliant) tip on how to make your writing flow more easily.
Today's podcast encourages professional service firms (that's you) to share personal information and stories when marketing.
Being an expert has nothing to do with the complexity of the services you offer. It has a lot to do, however, with your willingness to provide real advice to your clients.
Listen in for more, my fellow expert.
I've got nothing against planning. But there's a limit to how much is useful - and there's a danger in doing too much of it. Today's podcast explains why.
Routine can be useful; it helps your business - and life - run more smoothly. But too much routine can have you missing opportunities to stand out when marketing. Today's podcast explains why.
Lots of industries have lots of traditions regarding the way they market themselves. Make sure you're not just following the pack (and getting lost along the way).
Ever feel tempted to take the easy way out and cover up a bad company policy with some fancy footwork? Me too. Today's podcast explains why it never works.
Did you watch the Oscars? Me too. Today's podcast explains why watching someone work and knowing how to do it yourself is not the same thing (and why it matters in the way you market your business).
Relationship marketing, with its notable lack of fanfare, can be troubling to some business people. Today I offer three suggestions for making use of this miracle strategy.
Today's podcast is called "Reptile Dysfunction," which, let me just say, would be a great name for a band.
Anyway, today we focus on the importance of giving away lots of free information, even though paying clients is what you really want.
It's January, which can only mean one thing ... I'm attempting to coach youth basketball. Today's podcast explains what playing in a game with a referee has to do with establishing yourself as a "leading expert."
I know I'm going out on a limb here, but I'm willing to bet that you won't listen to a better podcast than today's for the rest of the year.
Anyway, today we focus on ... focus. Clarifying your goals and committing to them now, before the year gets going.
I was driving along yesterday, almost home, minding my own business. I was on a quiet, curvy, country-ish road with no other cars in sight. Suddenly, as I went around a bend, I saw a bunch of cars in the road, all moving slowly in either direction.
Listen to this podcast to hear more!
"How much to give away?" is a question that plagues many professional service providers. Today's podcast shows you how to get off the hook forever (maybe longer).
We've all got our reasons for writing and sending newsletters. Unfortunately, your readers share none of them. Today's podcast points out the importance of writing from your reader's perspective.
You know all those degrees and expertise and experience you've pieced together over the years? Well, they're not as important as you may think. Today I explain why (and what to do about it).
Today's podcast is about fear of the unknown. And how giving in to it can keep you from the best experiences of your life (wow, heavy stuff man).
Today's podcast focuses on the importance of matching your newsletter content to the knowledge level of your audience. Hint: It has nothing to do with how smart they are.
This week, we look at repetition, and how repeating your key messages can help in the marketing of your business.
Stories are a terrific tool for communicating clearly and effectively with readers. But the best ones have more going on behind the scenes than you may realize. Today's podcast points out 8 elements for improving your story-writing technique.
Do you think you sound more authentic than your much larger competitors? Today's podcast looks at 5 things Starbucks is doing right in ringing the authenticity bell.
Do you like telling stories? Me too. But if you want the right story to appear when you're ready to make a particular business point, you'll need to do a little planning beforehand.
It's natural to look for marketing opportunities in "marketing-ish places." But don't forget the more mundane occasions; the ones you step over every day.
When it comes to newsletter publishing, sometimes that hardest part is just doing it. Today's podcast is your kick in the pants (you're welcome).
If you have trouble finding things to write about for your E-Newsletter, today's podcast may just have the missing piece you've been searching for. Or not. I make no promises.
Today's podcast takes a look at the value of being viewed as an expert and, in particular, how to write like one!
Today's podcast takes a look at time, and how the passage of it, can work in your favor.
Today's podcast takes a look at how a few simple words can help you stand out from the pack.
Today's podcast takes a look at the value of creating content and why doing so makes a difference in whether or not you get hired.
Today's podcast takes a look at why your "Mom Open Rate" is so high, and how understanding why can improve your E-Newsletter.
The single most effective thing I do to promote my business is give away free information. For more on why it works so well, listen in to today's podcast (see, it's working already).
Whether you're broadcasting the Super Bowl or writing an e-mail newsletter (assuming there's a difference), targeting your message to the correct audience is critical. Listen in to see what I mean.
E-mail is a lot more like speaking than writing. My experience earlier this week watching an effective speaker offers some insights into making your E-Newsletter writing better.
Running your own business is scary. Maybe that's the whole point. Listen in for some fear-based advice.
This is the last podcast of the year. But don't panic; unlike the Mayan calendar, it goes on forever.
Today we talk about passion.An essential (but often overlooked) ingredient for any successful business.
How do you respond when someone asks, "So, what do you do for a living?" Today's podcast takes a look at why a simple response is the best.
Today's podcast is about choosing which stories you tell in your E-Newsletter. And in particular, why the freshest, most recent stories are the best for making a connection with readers.
Today's podcast takes a look at social media, and how one aspect of it will change the way you do business, forever (maybe even a couple of weeks longer).
Running barefoot is great. Marketing barefoot is even better. Listen in for an explanation of why (or forget all that and just participate in today's T-Shirt contest!).
Every business wants to stand out. But if my experience this week is any indication, there's one big force pulling you in the opposite direction.
Today's podcast is so critical that, with the possible exception of pretending you're working on the day before Labor Day weekend, there is nothing more important for the advancement of your career than listening to it immediately.
Today's podcast focuses on why you need to sell people on the value of your E-Newsletter.
Today's podcast focuses on the importance of giving your readers real experiences, as a way to help your E-Newsletter – and
Today's podcast focuses on the importance of including timely specifics when writing your newsletter.
Today's podcast focuses on the importance of periodically taking a second look at your own E-Newsletter.
Today's podcast focuses on referrals, and why I believe asking your clients for them is a bad idea.
Today we talk about dirt. More specifically, top soil. More specifically, why selling your services to people who have little interest to begin with is an uphill battle.
Today we talk about online marketing. Specifically, why some of the things you're doing online may not be worth doing.
Today we talk about writing. Specifically, why you're better at it than you realize and why it's time to lose your fear of doing it "wrong."
Today's podcast focuses on the importance of setting – and keeping– a publication deadline for your newsletter. It's also filled with all kinds of interesting historical facts that I mostly made up.
Today's podcast talks about simplicity, a powerful marketing concept which, for my money, is too often ignored.
Today's podcast talks about consistency and the role it plays in growing your E-Newsletter and marketing your business.
Today's newsletter talks about "voice and tone," the often overlooked – but critical – elements of an effective E-Newsletter.
Today's newsletter explains why linking yourself to client problems is a much better way to market yourself.
Today's newsletter focuses on a simple concept for growing your professional service business: Giving away free information.
Our first E-Newsletter of the year talks about keeping your relationships warm, particularly when the business climate gets cold.
Today we talk about authentic communication and its role in helping you stand out and attract more clients.
Today we talk about your unfair advantage. If you're not using it, you're working harder than you need to.
It's Halloween, which can only mean one thing… the presidential elections can't be far behind.
Don't worry, today we talk about something completely different – the importance of having a clear and simple message in every newsletter you write.
Welcome!
Thinking about suspending the publication of your E-Newsletter until things "quiet down a bit?" Think again. Today's newsletter explains why now is the perfect time to be publishing.
Today's newsletter focuses on "autoresponders" and explains how best to use them in communicating with your newest subscribers.
Welcome!
Today's newsletter talks about the "human touch," and warns against letting your fascination with technology get in the way of that.
All the best,
Michael J. Katz
Founder and Chief Penguin
Welcome!
Today's newsletter, you'll be pleased to know, deals with facial hair. Intrigued? I thought so.
Read on as I explain why hiding your true self is the hard way to market a professional service.All the best,
Michael J. Katz
Founder and Chief Penguin
Welcome!
Does it seem that you and I are the only ones working today?Don't feel bad; I'm sending you one of the best newsletters I've written all month to make up for it.
Today's issue explains why the early months of an E-Newsletter's young life are so critical, and how to avoid some all too common mistakes.
Welcome!
If you're participating in this year's Olympic competition, good luck, and thanks for taking a few minutes to relax with this newsletter before your event.
As for the rest of you, listen as I explain why publishing "inferior"
E-Newsletter content over the summer will never be a gold medal strategy.
Today we discuss stories. Specifically, how a great story can make all the difference in your E-Newsletter. I'll give you two suggestions for making it happen.
Today's podcast is monumental, historic, epic. A pretty big deal. It's issue
200, and **today I'll share one important tip on making sure you never run out
of content either.**
Today we discuss a business benefit of E-Newsletters that has nothing at all to do with marketing. But it will help you to grow your business all the same.
Today's edition, believe it or not, unveils yet another benefit to publishing an E-Newsletter: prequalifying inbound phone calls. Wow, this tool is like the Tiger Woods of marketing (or whatever).
Today's podcast talks about how to order your newsletter topics, and in particular, why "random" is the best solution.
Today's podcast isn't actually about E-Newsletters at all. It's bigger: Finding the work that's right for you.
Today's podcast urges you to view your newsletter from the point of view of your readers and highlights three mistakes often made by newsletter publishers (beware).
Today's podcast covers the topic of developing a following for your E-Newsletter and offers some (dare I say, brilliant) suggestions for making that happen.
Today's podcast talks about the importance of making your newsletter intriguing, in addition to "just" being useful.
Today's podcast talks about an essential element of any professional service newsletter… confidence. If you don't have some, get some.
Today's podcast talks about authenticity, and why a consistent face to the world is an important aspect of successful small business marketing.
This week we talk about the process of combining good writing with effective design in creating an E-Newsletter that will get the crowd cheering (you'll see what I mean).
Today's Super Bowl edition talks about coaching. Specifically, why I think you need one!
Today's podcast talks about apologizing for mistakes. Done well, you couldn't ask for a better marketing opportunity.
If you're in the position of launching or relaunching your E-Newsletter, make sure to listen to today's podcast regarding the time it takes to see results. If you're not, well, you've come this far, you may as well listen to it anyway.
This week we take a look at why answering questions and interacting with (just about) anyone who comes your way is a smart approach to marketing your business.
Today's podcast covers the topic of "revealing personal information in your E-Newsletter." How much is too much, and why does it even matter?
Today's podcast offers three tips for making the writing of your newsletter less of a chore. You may never love the process, but these three suggestions may at least move you a few steps down the line from loathing it.
Today's newsletter talks about an essential ingredient for any successful newsletter… emotion. I'll explain why it matters and how to use it.
Today's newsletter talks about how to feel successful in your business. The answer may be more obvious than you think.
If you've never woken up sore after a day of softball, you'll find today's podcast particularly irrelevant. Skip it, lord knows you've got more important things to do.
As for the rest of you, keep listening, and find out what softball has to do with building long-term relationships and growing your business.
Today's podcast talks about the importance (and helpfulness!) of having recurring sections in your newsletters.
Today's podcast talks about design – more specifically, bad design. Despite my usual emphasis on content, today I'll explain why I believe bad design is something to watch out for.
Today's podcast draws a parallel between scary movies and marketers. Not a big stretch I admit (think Dracula), but worth thinking about all the same.
Today's podcast is about continuing to publish your e-newsletter during the (slow) summer months. I think it's a smart idea, and today I'll tell you why.
Today's podcast is about making it as easy as possible for your readers to enjoy your newsletter, by taking steps to guide them along the way.
Today's podcast is about becoming essential. Your readers have many options, and becoming essential is the ticket to achieving the E-Newsletter results you're looking for.
Today's podcast is about being heard, by making sure you're giving your readers information they need. An important, but neither obvious nor easy piece of the communication puzzle
Today we talk about deliberately turning down profitable work. I know, a bit counterintuitive. But in my experience, it's the work you don't avoid that slows you down.
Today's edition talks about a simple trick – reading your E-Newsletter out loud – and how this can help improve its flow and authenticity.
As you listen to this I am already gone on vacation. Not wanting to keep all the fun to myself, however, I thought it best to leave you with a Podcast (I never stop working for you).
Today’s edition talks about how to choose compelling topics for your E-Newsletter.
Today’s podcast has to do with trust, the critical element in the successful marketing of any professional service business. If you don’t have it, get it.
Today’s newsletter has to do with self promotion, and in particular, how much of your company name and logo to include in the masthead of your newsletter. Short answer: Not much.
Today's podcast talks about planning, something which I'm a big fan of in general regarding your E-Newsletter, but which I recommend against when it comes to scheduling future content.
Today we talk about newsletter layout, and the importance of keeping it simple, so that readers can easily read your content each month.
Itâ??s often been said that the key to comedy isâ?¦ timing. Timing is the key to selling too, an uncontrollable fact of life that can get in the way of your best laid plans. Listen for more!
Happy New Year and welcome back! As if you didn't already eat enough junk over the holidays, today's newsletter is about candy. In a nutshell, it talks about giving something away to newsletter readers the moment they sign up.
Today's podcast isn't about E-Newsletters. It's about something even bigger (does such a thing exist?!). Today's year-ending edition is about your career, your profession, your livelihood… your life. Something to think about maybe, while standing in line at the mall this weekend!
Today's podcast is all about staying top of mind. As comedian Woody Allen once said, "Eighty percent of success is showing up." (The other twenty percent, apparently, is marrying a member of your immediate family.) Anyway, today we discuss how and why to stay top of mind with prospective clients.
Hello my election-weary friends (and other, non U.S. listeners who, let's be honest, couldn't care less). Don't worry, today's podcast isn't about politics. It is however, about making adjustments when you realize your original plan is off course. OK, so maybe it is about politics.
I'll admit right up front that today's podcast takes a little bit of time to get to the point. If you struggle with the question of information Vs. promotion in your newsletter however, I think you'll find it worth the trek!
Tomorrow is a big day for me, although probably not as big for you. Listen for more on what my wedding anniversary has to do with writing an effective newsletter!
Today we talk about the "Vision Thing." I know, uncharted territory for many businesspeople.
And yet, in my experience, if you can figure your vision out and learn how to share it, you'll find it much easier to sell your professional services.
Summer is over and that can only mean one thing – time to make sure your e-newsletter is firing on all cylinders! Read on to learn about the four things you need to keep in mind when sitting down to write your newsletter each month.
Today's podcast examines the topic of authentic communication. When what you say is aligned with who you are, marketing becomes easy.
Should you offer incentives to people for signing up for your newsletter, and if so, how much?
Today's podcast is about insights. Visions that come to you all at once and which, unless killed off by the more logical side of your brain (or company), often lead to the best new ideas.
When it comes to breaking free of the marketing clutter -- and standing out from your competition -- telling stories trumps facts and figures every time.
If you publish an E-Newsletter, there’s a lot to learn from country music. What's that you say? Has my brain gotten water-logged from all this rain?
Perhaps, but I'm not kidding when I tell you that country music is on the right track when it comes to putting out great newsletter content.
We've spoken here many times before about why reader feedback is important and how to get it. Today's podcast covers the topic of what to do with it when it does arrive… particularly if it's negative.
Today's podcast talks about an important, natural advantage that we as small companies have relative to our large competitors. . . accessibility. I'll tell you why it's important and offer four suggestions for implementation.
Publishing on a set schedule is an important part of creating a successful
newsletter. Today's Podcast talks about how to get the writing done on
time.
Today's Podcast talks about getting yourself on a publishing schedule and sticking to it. Without that, your E-Newsletter won't have the positive impact on your business that I know you'd like.
There are a lot of successful businesspeople roaming around, many of whom are more than happy to share the secrets of their success. In today's newsletter I explain why listening too closely can sometimes get you off track.
When you first start publishing an E-Newsletter, you may find it difficult to manage the process from start to finish each month. Stick with it however, and before long it will become second nature. Today's podcast offers some suggestions on how to get there as fast as possible.
Today's newsletter is about this very section — the introduction. It's important to include a synopsis of your newsletter up top, so that readers know what to expect down below.
Today's Podcast is about doing the unexpected. Specifically, I discuss the value in giving an unexpected gift to your new subscribers.
With the holidays now safely behind us, we can return to "normal" and once again make E-Newsletters the central focus of our professional lives. Or is that just me?
In any case, today's Podcast talks about word-of-mouth marketing. Step one in making this work for you is the development of a clear and understandable description of whatever it is your company does.
There are lots of ways to get new clients for your business, some easier than others. In today's Podcast I make a recommondation regarding which approach works best.