In the world of business there are the big guys
and there are the little guys. The big guys like
Home Depot and Lowes are the muti-million dollar
stores that carry everything and have an inventory
greater than the payroll of many small U.S.
cities. The amount of “shrinkage” these big guys
have every month would probably allow me to live
very comfortable the rest of my life.

The little neighborhood guy on the other hand, is
scratching his ass every week just to meet his
payroll. They are however, making a decent living.
Only because they have been around for so long.
That longevity has helped them build a loyal
customer base.

Those loyal customers know damn well that they are
going to pay a little more for certain items, but
they go to the little guy because it’s close to
where they live, and the service they receive is
outstanding.

The little guy carries pretty much the same
product as the big guy, but the price is of course
higher. The little guy can’t buy the quantity that
the big guy can. So the price has to be higher
because his margin is lower.

The big suppliers, like Toro are now selling to
the big guys because the big guys can buy more and
sell them at a lower price, which leads to more
sales for the Toro’s and other big names of that
industry. The little guy has to rely on the
service he gives his customers and not the
quantity. The big guys don’t offer much service or
knowledge anymore.

It’s the same for any one doing business online.
The big guy with the big mailing list has a
greater advantage then the little guy with only
300 or less subscribers. The big guy can set a
much higher price for his ads because he can
expose your ad to a much larger audience.

The little guy practically gives away the ads in
his newsletter because he cannot offer the same
exposure for your ad that the big guy does. Any
person trying to sell their service or product
will be more likely to spend $50.00 to have their
ad seen by 45,000 readers, than pay $9.00 to be
exposed to 300 pairs of eyes.

So the little guy newsletter and ezines must offer
better service than the big fat cat publisher with
a subscriber base reaching 100,000 plus.This means
more hours of searching for new and informative
things. Hours that you don’t have because you’re
working a 40 hour job because you don’t have a
huge subscriber base to which you can charge big
bucks for advertising so you don’t have to work a
40 hour job . See the Catch 22?

Unlike the litle guy local store, you can become a
big guy publsher. All you need is money to
purchase leads, there are many places to do that
on line today. Then you need the time to cultivate
those leads, and turn them into subscribers. Over
time you too can be a big guy publisher. The more
money you have to buy leads, and more time you
have to cultivate them, the quicker you get to
charge big dollars to advertise in your ezine or
newsletter.

Your second choice is to remain a little guy.
Making little or no profit by charging $1.50 to
expose your customers ads to all of your 300
readers. But take satisfaction in knowing that
every week, week after, sore fingers from typing,
week. You put out the best damn newsletter or
ezine that you can possibly publish. And you do
all of that month after month for one reason and
one reason only. Because even though you don’t
realize it……….deep down inside you really
love doing it, and you kind of like being a little
guy.

Jim Schulte
Creator of the
Internet Marketing Junkie Mouse Pad
http://www.imjpads.com

Editor/Publisher The I.M.J. Newsletter
http://www.imjpads.com/mycustompage0013.htm