[17] MICHAEL KATZ: The Newsletter Guy. Narrowness is how you get traction in a market.

"I do newsletters."  

Michael, "the newsletter guy" is direct, funny, unpretentious, and proves that when you focus on one thing you're really good at, you'll succeed.  Narrowness is how you get traction in a market. 

While the term "newsletter" is somewhat old school, there's nothing old about Michael's approach to writing and his method of picking clients. 

If I client wants to hire him to take a 'chore' off their plate, they are not a good fit. The perfect client is someone who sells something that is identical to the competition. 

Michael's newsletter is a point of differentiation and he has been careful in pointing out that it never offers immediate results.

"You have to buy into what is relationship marketing. You won't get a client after publishing one newsletter, it's a process. "

The one book and person who influenced Michael the most? "Permission Marketing" by Seth Godin.