He says it's much better to be a 'the' than an 'a'.
I agree. Isn't it better to be 'the landscape gardener' in your neighborhood or 'the cosmetic dentist'?
An expert, not a commodity.
You can use your newsletter to become 'the' by becoming the expert in your field, the guy with the answers, the guy who cares enough to communicate regularly with clients and prospects.
Isn't it time you became a 'the', not an 'a'?