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I just wrapped up an incredible conversation with Anik Singal on the Marketing Minds Podcast, and he dropped a bombshell that I need to share with you immediately.

"First-time founders focus on their product. Second-time founders focus on distribution."

The moment he said those words, it hit me like a ton of bricks. In all my years helping coaches and course creators scale with YouTube Ads, this might be one of the most profound business insights I've heard.

Here's a Sneak Peek at What's Inside This Email:

• I'll share the "Distribution-First Strategy" that's helping entrepreneurs scale faster than ever before

• Why building a great product is no longer your biggest challenge (and what is)

• How to tap into existing distribution channels without spending years building them yourself

• The mindset shift that turned Anik's business into a thriving ecosystem

Alright, let's Dive In...

The Secret Power of Distribution

As Anik put it during our conversation: "Building a great product is no longer that hard. You and everyone else is going to have a great product. Marketing is hard. Building up your brand is hard. Getting people's loyalty is hard."

The real challenge isn't creating something amazing - it's getting it in front of the right people.

And that's where distribution comes in.

What Exactly Is Distribution?

Distribution is simply your ability to reach your target audience. It's the channels, partnerships, and platforms that allow you to put your product, service, or message in front of potential customers.

But here's the key insight that changed everything for Anik (and could change everything for you): You don't need to build these distribution channels yourself.

When Anik was rebuilding his business after facing challenges, he had an epiphany during a conversation with a friend who was launching a new company. This friend had brought on two partners who each had massive social media followings.

When Anik asked why, his friend said: "Dude, one thing I figured out - you want to make money, you want to be able to charge whatever you want, you want easy money? Nail distribution."

These partners, with their combined million-person following, could instantly drive thousands of clicks to any offer. His friend realized he could either spend 10 years building that audience himself, or he could partner with people who already had it, giving them a piece of the pie in return.

This was a complete paradigm shift for Anik, who admitted he'd spent the first 20 years of his business being "obsessed over my own equity" and reluctant to give up even half a percent.

How Anik Applied This to His Own Business

After this realization, Anik completely transformed his approach to business building. When launching his new ventures, the very first thing he focused on was distribution.

Instead of trying to build everything himself, he looked for experts who already had access to his target market - people like Eddie Maloof who networks with 7-8 figure businesses, or Molly Pittman who speaks to an audience Anik couldn't easily reach.

By bringing these experts into his Board of Experts business with equity stakes, he instantly tapped into their distribution channels. The result? His next event filled up faster than any previous one, and he even started getting sponsors without having to do any of the outreach himself.

"Next thing I know," Anik told me, "this next event we're doing, the Expert Summit, is filling up faster than any event I've ever done. Then the other day I get a call from Eddie and he's like 'Hey, I got a sponsor.' I said, 'You got a what?' He's like, 'I got a sponsor. Where do they wire money?'"

Want a Ticket to the Expert Summit? (Free)

Anik’s hooked Marketing Mind Newsletter Readers up with a Free Ticket to the Expert Summit in Dallas Later this month (Where I’ll be speaking)

Check out the details below (while tickets last):

How You Can Apply This to Your Business

Now you might be thinking, "That's great for Anik, but how does this apply to me?"

Here's the beauty of this strategy - it works for businesses of all sizes and at all stages. You don't need to be a million-dollar company to leverage distribution.

Let me break down some practical ways you can apply this:

1. Industry Events & Associations

One of Anik's clients wanted to sell to a very specific audience but wasn't sure how to reach them. When she looked up industry events and associations for that audience, she discovered dozens.

Instead of trying to build that audience herself, she focused on speaking at these events, either by paying for sponsorships or finding other ways to get in front of those pre-built audiences. The result? Her business grew 40% year-over-year just from this one strategy.

2. Strategic Partnerships

Look for businesses that serve your same audience but aren't direct competitors. What can you offer them in exchange for access to their audience?

This could be revenue sharing, affiliate commissions, content swaps, or even equity in certain cases. The key is to provide enough value that they're motivated to promote you to their audience.

3. Existing Platforms

Rather than building everything from scratch, how can you leverage existing platforms where your audience already gathers?

This might mean creating content for YouTube, LinkedIn, or industry-specific forums. It could mean getting featured on popular podcasts or newsletters in your niche. The goal is to tap into these established distribution channels rather than trying to create your own from nothing.

4. Distribution-Based Hiring

When bringing on new team members, especially for leadership roles, consider their network and distribution capabilities as key hiring criteria.

As Anik explained, instead of just looking at someone's skill set, ask: "What audience can this person bring to the table? What doors can they open that I can't?"

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The Biggest Mindset Shift: From Ownership to Collaboration

The hardest part about implementing this strategy isn't the tactics - it's the mindset shift required to make it work.

Anik described it perfectly: "I spent the first 20 years of my business being so obsessed over my own equity. For anyone to get even half a percent from me or a percent from me, it was like pulling teeth. 'No, it's mine, my money!' Now with the new business I'm launching, I'm like the dude at the side of the street. I'm like, 'Who wants some shares? You get some shares, and you get some shares...'"

This shift from jealously guarding ownership to freely distributing it in exchange for distribution is what separates first-time founders from second-time founders. The veterans understand that 50% of something massive is infinitely better than 100% of something small.

My Personal Take

What resonates deeply with me about Anik's insight is how it parallels my own journey with YouTube.

When I started my first YouTube channel, AppFind, I created content that mobile app developers wanted to sponsor. They came to me because I had something they all wanted: distribution to their ideal customers.

Even before I fully understood the concept, I was experiencing the power of being the person who controls the leads. That distribution became the foundation of AdOutreach and everything we've built since.

Having seen this truth play out in my own business, I can attest to how transformative it is to focus on distribution. It's why I'm so passionate about helping my clients leverage YouTube Ads - because it's one of the most powerful distribution channels available today.

Tactical Takeaway: Your Next Steps

If there's one thing I want you to take away from this newsletter, it's this: take a hard look at your current strategy and ask yourself, "Am I putting enough emphasis on distribution?"

Here's a simple exercise to get started:

1. List your current distribution channels: How are you currently reaching your audience? Be specific about numbers and effectiveness.

2. Identify potential partners: Who already has access to your ideal audience? Make a list of at least 10 potential distribution partners.

3. Create your value proposition: What can you offer these partners that would make them want to share their audience with you? This could be revenue sharing, content, or other value.

4. Take immediate action: Reach out to at least one potential distribution partner this week. Don't overthink it - as Anik says, "If you're going to do something, do it fast."

Remember, building a great product is important, but without solid distribution, even the best product in the world will languish in obscurity. As a second-time (or third-time, or fourth-time) founder would tell you - nail distribution first, and everything else becomes easier.

Listen to the Full Episode!

Why This Matters Now More Than Ever

The digital landscape is more crowded than ever. Ad costs are rising, organic reach is declining, and consumer attention is increasingly fragmented.

In this environment, trying to build your own distribution channels from scratch isn't just hard - it might be impossible for most businesses.

But by leveraging existing distribution - by partnering with those who have already done the hard work of building an audience - you can shortcut years of struggle and immediately tap into the power of established channels.

This is the secret that's allowing businesses to scale faster than ever before, even in challenging markets. It's the difference between spending years slowly climbing the mountain and taking the express lift straight to the summit.

Book a Complimentary YouTube Ads Strategy Call!

Speaking of distribution, YouTube Ads continues to be one of the most powerful distribution channels available to coaches, consultants, and course creators today.

If you're looking to scale your business with YouTube Ads, I want to invite you to a 1-1 Strategy call with my Team to map out a custom YouTube Ads Strategy specifically for your business!

This is a 45-minute call where we'll dive into your business, your goals & map out a tailored strategy to help you achieve them through YouTube!

Fill out the Quick Booking form to Schedule your Strategy Call.

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To Your Success,

• Aleric Heck | Founder & CEO of AdOutreach

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