I only buy things that I’m aware of and that I’ve seen repeatedly. 

I’m pretty sure you do the same. How come when we are building our own business we don’t think about things that way. We strive to build the best product then tell our friends and family about it. 

Some do one better, they start doing cold outreach. To be honest you’re already behind the ball.

The only way to grow your business long term is to have good distribution. 

Distribution: to spread a product through a marketplace such that a large number of people can buy it.

I just want to define terms as we go through so we are on the same page. To find product market fit and to later grow your business to take over a market you’ll need strong distribution.

So why listen to me?

I’ve been serious about building a business for about a year now. It’s not a ton of time but I’ve learned a ton since then. But why listen to a guy who only has a year of experience?

I read, practice, test every single day and get results. They’re not huge right now but it’s a step in the right direction. If what you’re doing isn’t working, testing is the only way out of that. So keep testing new things with me or double down on what you’re doing.

Sales won’t grow if people don’t know where to find your product. The more you tell your story the more you can reach people. This means product market fit and market control.

I was reading the High Growth Handbook when it came to me. The whole point of building in public is to increase your visibility so people can buy your product.

Here’s how I think about it.

Get your story straight:

Every hero has an origin story, Spiderman was bitten by a radioactive spider, Batman's parents died, and Simba watched his father die.

Tell us why you came up with your business. You were one way before, but something big happened that made you a completely different person afterward.

Tell us what that was, it’s interesting, humanizing, and relatable. Test it out and refine the story.

Broadcast:

Unless you have a huge marketing budget, start with LinkedIn and Twitter. Why? You don’t need expensive equipment like on Youtube and TikTok might be banned soon.

You can recycle Linkedin content on Twitter, saving you time and increasing reach. Follow a creator here on LinkedIn then go look at their Twitter, look at their tweets for 30 seconds and you’ll see it’s almost copy and paste.

Get a system in place:

If you create one long form piece of content like a blog post weekly. You can create 6 different types of post that relate to that blog post and you now have daily content

Write about your customer problems. But address their symptoms so they know what to look for.

Example, in this post I didn't say your distribution sucks, I said your sales aren’t growing fast enough. Who cares about distribution? No one, who cares about sales? Okay now you got me.

Get a VA. Have them create a list of target clients using Sales Navigator and connect with them. Engage with them, not with those terrible cold dm templates. Comment, and genuinely engage.

Weekly look at what’s getting the most leads and engagement and write more in that style. Too busy to write? Be like Drake, get a ghostwriter.

Just like everything else it takes some work to set up. After 3 weeks, it should be a 30 minute thing you do each day. 

This is how I’ve basically doubled my following (one of my distribution channels) in 40 days. Filled with people who are my target audience.