What exactly does that mean, do you know?

Well, I'll tell you. What it means is that you are literally as good as what people perceive you to be. Now, that's true offline as well, but online there is less of you available to be perceived.

For instance, there is no way to judge me by my looks through my ezine. There's no way to judge my wealth by my clothes, my house, or my car either, since you can't see them. Literally all you have to go by is my words and what I do.

What a wonderful way to exist in world, huh?

I mean, for all you know I'm running my business from state penitentiary by sneaking into warden's office at night and last October when I disappeared for 4 days it was not because my phone connection was out, but because I was sent to solitary confinement for complaining a little too hard about that pile of green lead shot kitchen tried to pass off as peas.

Um, anyway. Of course, if I was in prison, I wouldn't tell you. That way, I could still appear to be an upstanding, trustworthy individual you'd be happy to do business with. Instead, I'd just present to you perfect business man image, customized to whatever that means to you, of course.

Most budgeting experts will tell you that re-evaluating your overall expenses and cutting each by just a bit will actually gain you more ground than doing without something major that you really need. Here are a few ideas of areas to look at and costs to reduce that can have a major impact on your overall profits.

1) Internet Access - Every online business owner must have access to Web. But consider this. The market is so flooded with ISPs that you have a lot of room to dicker. Start by searching Internet under keywords like "cheap internet access" or "discount isp" to bring up lists of possibilities. Then, do one of two things.

(a) Try some of these independent ISPs. Smaller companies can have high quality service and support just like "big boys". One business owner I know recently switched from Prodigy ($21.95/mth) to a smaller ISP that only charges $12.50/mth with no contracts. She actually liked new provider better and it costs her about half as much. [Savings of $113.40 per year.]

(b) Renegotiate with your existing ISP. Most larger ISPs know you have a choice of a thousand other companies. Because of this, they are normally more than willing to renegotiate your costs. Be honest. Tell them you are a small business owner and you need to cut expenses. Explain that you've been pleased with their service but will be forced to go with someone else if some sort of arrangement isn't worked out. Another friend of mine did this and received 6 months free! Most will offer 2-3 months free and/or a discount with an annual agreement. NOTE: When you approach your ISP, be fully prepared to switch to someone else if your offer is rejected. [Savings of $105.80 per year with 3 months free and reduced, annual rate.]