There are a lot of ways to handle writing. First, you obviously need a topic and content. You can write it yourself or outsource it to someone on a platform like oDesk or Elance, or find another writer -- you might know someone in person, for example. Once the book is written, you can either turn it into a PDF and distribute it yourself, or you can use something like Amazon's self publishing platform on Kindle to release your e-book.
I am relatively new to performance marketing, and we signed with a major affiliate network (as an advertiser)... Once I realized there was so much more to know than what the network was sharing with me, I started asking questions. I joined message boards, I started reaching out to OPMs, and everyone I spoke with suggested that I read Geno's book. Well, that was a no-brainer.
The seller, whether a solo entrepreneur or large enterprise, is a vendor, merchant, product creator, or retailer with a product to market. The product can be a physical object, like household goods, or a service, like makeup tutorials. Also known as the brand, the seller does not need to be actively involved in the marketing, but they may also be the advertiser and profit from the revenue sharing associated with affiliate marketing.