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The playing field has now been leveled. The middlemen are slowly fading away and you no longer have to play by the rules of the gatekeepers in order to reach your audience.

However, with the disappearance of the middleman comes many equivalent software replacements. Many platforms are seeking content creators and teachers like yourself to create, sell and teach on their platforms.

They bring the appeal of “wider reach” and “large audiences” that you will gain access to. But in exchange for this exposure, there is a very significant downside: lack of control.

When you build your own platform, you are the master. You own the domain and you set the rules. This means you can control the pricing, you can control whether or not your products are discounted, and you can design the entire experience.

Yes, building your own platform is a lot more difficult, but what does the alternative look like? Is the incentive of exposure enough for you to compromise your control and potentially devalue your products?

With the middleman gone it also places a lot of responsibility on you. The brunt of the marketing and distribution work is now yours to deal with. This can sound scary but it’s also extremely empowering.

I want to empower you: You are an independent marketing firm. Let me tell you why that should excite you.

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