Your favourite band records a single. Perhaps an album. They get cover artwork designed. Then they book a tour.
This all costs money upfront, in the hope that people will like their music and buy it.
They have to promote themselves, so they arrange media interviews on shows that their target audience will see or hear, and in areas where they are travelling.
If they’re lucky, they will earn more money than they spend, and people won’t just download or share their music without paying for it.
It’s not miles away from the professional speaking business.
We create a talk. Perhaps a series of talks. We get slides designed. Maybe publish a book or create a course. Then we go out speaking (our US friends would say we go out to ‘rock the platform’).