In this episode, we break down why "where you publish" matters just as much as "what you say." We explore the three types of channels your content can live on: intent, discovery, and relationship. Each one shapes how potential buyers engage with your message.Learn why intent channels (Google, AI search, directories) often lead to cold prospects who are early in their buying journey and unconditioned to your way of thinking. We also discuss how discovery channels (LinkedIn, Instagram, TikTok, YouTube Shorts) help the right people find your point of view and start aligning with your approach.Finally, we cover the long-term value of relationship channels (podcasts and newsletters), where the real ROI comes from building connections and staying top-of-mind. Plus, we explore how premise development shapes the type of audience you attract, and why evolving your premise is key to shifting from low-ticket education to a higher-ticket, maturity-driven business model.

Intro

Why placement matters more than frequency

Breaking down the three content channels

How discovery and intent actually differ

Choosing the right channel mix for you

How your buyers actually use the internet

Playing the long game with relationships

Why the right people beat big numbers

How premise shapes who you attract