Leverage Your Knowledge: Build, Borrow, and Buy Distribution

Selling effectively requires strategic distribution of your knowledge, which can be categorized into three types: built, borrowed, and bought. Building distribution is the most valuable, involving the cultivation of owned platforms like social media and email lists for direct promotions. Borrowing distribution leverages existing audiences through partnerships, guest appearances, and community engagement, facilitating exposure to broader groups. Buying distribution through sponsored ads can amplify reach but requires financial investment and carries risk. For beginners, focusing on building an audience offers a cost-effective entry point, relying on personal skill and effort, with social media providing potential for rapid growth, though success may take time. To optimize success, learn to systemize your promotional and delivery processes for maximum efficiency.