Why Likeability is More Upside than Capability in 7 Minutes with Michael Katz

Check out episode
  • Learn how being authentic can increase your likeability
  • Learn how to leverage word of mouth as a solopreneur expert
  • Learn how to write and talk about your expertise in a clear compelling way


Michael Katz is an award-winning humorist and a former corporate marketer, founder of Blue Penguin and he is the Chief Penguin. He specializes in helping established solopreneurs and professionals to get more and better clients by positioning themselves as likeable experts.

In this episode of Marketing the Invisible, Michael and Tom deep dive into how a personal story can help in marketing your services and why likeability is more upside than capability.

Check out these episode highlights:

  • 01:10 – Michael Katz as the founder of Blue Penguin Development
  • 02:01 – Michael describes his solo professional clients
  • 02:47 – problems that Michael solves for his clients
  • 03:29 – symptoms his clients experience when they have a hard time explaining what they do
  • 06:40 – common mistakes his clients make: not using a personal story
  • 08:12 – Michael’s Valuable Free Resource (VFR): www.michaelkatz.com/invisible

Tweetable Takeaways from this Episode:

  • I give people the words they need to clearly explain what they do.
  • I always use the term “Likeable Expert”, because to me that is what you need to be seen as. Everybody gets the expert piece, people need to believe that you are good at what you do.
  • The problem with capability is everybody that you are competing with who is worth worrying about has the same qualifications.
  • Likeability — my interest in connecting with other people, talking to you, hiring you is the thing that you can move the needle on. I can’t tell if you are a good doctor, but I can tell if I like you and people tend to ignore that.

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