[0:00] hey welcome back to the only podcast
[0:01] that tries to get you paid today that's
[0:04] what we're trying to do today you
[0:06] thought you were too small to make a
[0:08] full-time living on YouTube but we're
[0:09] gonna bust that myth and I got a great
[0:11] friend here who's gonna help me do it
[0:13] his name is Justin how you doing Justin
[0:14] more in the house yo Travis I am stoked
[0:17] to be here and you better believe we are
[0:19] going to make people some green today
[0:22] all right we're doing it let's go I love
[0:24] it listen if you're new to the podcast
[0:26] we're here to help you grow your YouTube
[0:27] channel and in this particular case help
[0:29] grow your business because ultimately
[0:31] and I've gotten a lot of emails from
[0:33] youall y'all want to be full-time but
[0:35] you can't be full-time on just AdSense
[0:37] or at least you can but it's not very
[0:39] easy it's probably not the best way to
[0:42] go 100% true so um Justin tell us a
[0:46] little bit about yourself I know who you
[0:47] are and anyone who's really been around
[0:49] the kind of the the growth game knows
[0:51] who you are and even a lot of creators
[0:52] know who you are but there's going to be
[0:53] a lot of people who are listening to
[0:54] this podcast uh who've never seen you
[0:57] before and don't really know who you are
[0:59] and what you do so give him the Spiel
[1:00] who are you all right let's talk street
[1:02] cred uh I've been a YouTuber for 15
[1:05] years Travis my wife started her first
[1:07] YouTube channel yeah her first YouTube
[1:08] channel was in 2009 um and this was way
[1:12] back in the day for those us OG dinosaur
[1:15] creators can remember this was right
[1:16] when the partner program was starting
[1:18] and it was application only at the time
[1:20] it was not you know not everyone could
[1:22] get in in fact my wife got rejected
[1:24] three times trying to apply and so it
[1:26] was not this like rocket ship to success
[1:28] it was it was a very circuitous path but
[1:30] basically what happened man was I was in
[1:32] medical devices I was not in front of
[1:33] the camera in the beginning I was
[1:35] helping my wife April behind the scenes
[1:37] um and when basically what happened
[1:40] early on was that Brands did start to
[1:41] reach out to her but it wasn't offering
[1:43] to pay her it was offering to give her
[1:45] free stuff and she was like let's go
[1:48] right we were in like our early 20s like
[1:50] didn't have a lot of money and so for
[1:53] her you know she was talking about like
[1:54] skincare and beauty and cosmetics and
[1:56] things like that and so I mean you know
[1:59] any of us who have a partner who is into
[2:01] that type of thing know that that stuff
[2:03] is expensive so she was stoked to get
[2:05] this stuff for free and that went on for
[2:06] years dude it wasn't like we wised up
[2:09] after like a month it was like no three
[2:10] years plus we were like yeah all the
[2:13] free stuff send it right um and so what
[2:15] happened was I decided to go back to
[2:17] school uh at night after work to get my
[2:19] MBA and I started taking these classes
[2:21] around advertising and negotiation and
[2:23] marketing and things like that and just
[2:25] the gear started to turn dude I would
[2:27] see hundreds of comments on all of her
[2:29] videos like
[2:30] hey thank you so much for telling me
[2:32] about this brand I just went to the
[2:33] store and got it or oh I've never heard
[2:34] of this brand thank you so much for
[2:35] telling me about it and I I went to
[2:37] April one day and I said honey I feel
[2:39] like we're getting the short end of the
[2:40] stick here like a free $30 bag of potato
[2:43] chips is not adequate compensation for
[2:45] the value you're bringing to these
[2:47] Brands and so I said okay the next brand
[2:49] that reaches out ask if they have a
[2:51] collaboration budget to work with you
[2:53] she's like there's no way any brand is
[2:55] going to pay me for this I said come on
[2:56] just try it so sure enough next brand
[2:58] that reached out um she asked that typed
[3:01] in the email and they said right away oh
[3:03] yeah sure if you can talk about us in
[3:05] two videos a month we will pay you $700
[3:09] monthly hey and our minds were blown
[3:12] dude because I bet a lot of people
[3:13] listening to this who may still be in
[3:15] kind of your full-time job you're kind
[3:16] of side hustling right now you want to
[3:18] be a full-time Creator can appreciate
[3:20] this where it's like you know every two
[3:22] weeks or whatever you're getting paid
[3:24] the same amount of money right maybe
[3:25] once a year you get a 3% cost of living
[3:27] raise whatever right but this was the
[3:29] first time and that was us that was us
[3:31] she was a preschool teacher at the time
[3:32] I was had the corporate job and so that
[3:34] was us and so this was the first time in
[3:35] our lives where we were like wow there's
[3:37] like ways to make money in this world
[3:39] that are kind of uncapped and so our
[3:41] instant mind was our our our minds
[3:43] instantly went to like okay how can we
[3:44] find 10 more Brands just like this right
[3:46] and so this led us down the past over
[3:48] the ne over the next basically 10 years
[3:50] uh doing over 550 sponsorships
[3:52] personally my wife and I making over $5
[3:54] million doing it so it was our primary
[3:56] revenue stream for many many years as
[3:58] creators so what happened then is like
[4:01] all this experience doing it ourselves
[4:02] but in 2015 I said to April I said look
[4:04] things are going really well for us on
[4:06] YouTube now but people are not going to
[4:08] watch us forever you know by this time
[4:10] we had a cooking channel we had a vlog
[4:11] Channel as well so we were doing all
[4:13] sorts of videos tons pumping out tons of
[4:15] content but I was like you know as you
[4:18] know like especially in the family Vlog
[4:20] space which is kind of where we grew a
[4:22] lot like it's very much driven by like
[4:23] life milestone and like after you buy
[4:25] the house after you have the kids after
[4:27] you have all these things it's like okay
[4:29] well what are people GNA watch now we're
[4:31] not gonna keep having kids just not
[4:33] saying not saying anyone does that not
[4:35] gonna not gonna not gonna call and say
[4:37] any name um but I was like okay we got
[4:39] to diversify our income kind of and so
[4:42] this is what led me to start an
[4:43] influencer marketing agency basically to
[4:46] get deals for other creators and so I
[4:48] ultimately ran that Agency for seven
[4:50] years paid out millions of dollars to
[4:53] other creators and the difference here
[4:55] Travis was that I was kind of in the
[4:57] boardrooms now with these big Brands and
[4:59] these big advertisers where they were
[5:01] saying hey we don't want to just pay you
[5:02] April and Justin 5K 10K over here we
[5:05] want to spend a million dollars across
[5:08] 200 creators what platform should we be
[5:10] on who should be we be working with tell
[5:12] us about what you think the strategy
[5:14] should be and that was a totally
[5:15] different conversation and so when I
[5:18] started educating creators about five
[5:20] years ago on the process of of
[5:21] sponsorship strategy it was these to the
[5:24] yin and the Yang of my personality of
[5:27] understanding both sides of it this is
[5:28] where it all comes from I love that and
[5:31] I know so by the way for people that are
[5:33] listening and watching for people are
[5:34] like okay this sounds almost too good to
[5:36] be true I can tell you specifically uh
[5:38] that uh Jeff El Hefe reviews who works
[5:40] here at vid IQ and has been a friend of
[5:41] mine for many years actually has gone
[5:43] through U Justin's program and again I
[5:47] don't have to say this this is a God's
[5:48] honest truth and he will tell you this
[5:50] himself made a huge difference he said
[5:52] within the first sponsorship deal was
[5:54] able to basically pay for the entire
[5:56] program like he it made a huge
[5:58] difference for him and um he's been been
[6:00] singing your Praises ever since so that
[6:02] was enough for me I've known Jeff for
[6:03] many years uh you know I I have you know
[6:06] innate trust with him we've talked
[6:07] together before and I I believe in what
[6:09] your story is and what I think the value
[6:12] that can come from the creators who
[6:14] watch this channel now let's start with
[6:16] a couple of things um I there's a story
[6:19] that I think is really cool that I'm
[6:20] going to want you to do later about the
[6:22] um the cruises and stuff I remember that
[6:23] story was a great story but before that
[6:25] I know that a lot of people that are
[6:27] listening to the podcast and watching
[6:28] right now are very small creators and
[6:31] they think that what you're saying is
[6:32] great and like that's fantastic that
[6:34] sounds amazing you made a bunch of money
[6:35] and you've done great things for
[6:37] creators but they must be like 50,000
[6:39] subscribers and higher and stuff like
[6:40] that and there also will be creators
[6:42] that are like well I don't necessarily
[6:44] review things how does this apply to me
[6:46] so we we're going to try to fix both of
[6:48] those questions before we get into the
[6:49] depth of like some of the strategies and
[6:51] then ultimately at the very end of this
[6:53] where you can find some documentation an
[6:56] actual thing we're going to talk about
[6:57] later where you can just buy it and just
[6:58] know um but let's start with like the
[7:01] the small Creator thing where and when
[7:04] should you start this some people say
[7:05] well I have like a th000 subscribers or
[7:06] I have 500 subscribers I'm still too
[7:08] small like where do you start do you at
[7:11] first you said that you were taking like
[7:12] free stuff but you said maybe that's not
[7:14] necessarily the right thing but for a
[7:15] smaller Creator is that the way to get
[7:17] your foot in the door like what is your
[7:18] strategy there so I think the biggest
[7:21] myth is that you have to wait to get big
[7:24] enough until and then Brands will just
[7:25] reach out to you if I build it they will
[7:27] come this is the mindset that a lot of
[7:29] creators have especially because maybe
[7:31] they did reach out to a brand or sponsor
[7:34] one time and the brand came back and
[7:35] said oh we only work with people with
[7:37] 10,000 subscribers minimum or something
[7:39] so come back to us after that so that is
[7:41] a real thing like I just want to
[7:42] empathize with everyone we had that
[7:44] experience grow you know coming up as
[7:46] well and so I I very much appreciate and
[7:48] empathize with that however what happens
[7:50] oftentimes is that people hear that and
[7:52] they think well I guess that's what
[7:53] every brand thinks right when that is
[7:56] absolutely not the case there are a lot
[7:58] of Brands who have never worked with a
[8:00] single Creator who had never worked with
[8:02] a single YouTuber or influencer because
[8:04] they just think that maybe they're too
[8:06] small as a brand no Creator would ever
[8:08] want to work with them what types of
[8:10] Partners would they ever even work with
[8:12] and so I want to like Hammer this home
[8:14] by sharing a story so one of my coaching
[8:16] clients her name is Dr Alex she has a
[8:18] YouTube channel she has a podcast she
[8:20] has a LinkedIn presence and her business
[8:22] Travis is called digital pathology Place
[8:25] she's a veterinarian okay oh and so
[8:27] she's talking she's talking all about
[8:29] this topic this very very hyper Niche
[8:31] topic around digital pathology she's not
[8:33] getting tens of thousands hundreds of
[8:35] thousands of views she's getting
[8:37] hundreds or thousands but who is in her
[8:40] audience it's the Physicians it's the
[8:42] lab techs it's the people at the
[8:44] biopharmaceutical companies right and so
[8:46] it's a very very specific engaged
[8:48] audience and so if you think about the
[8:51] medical device companies the tooling
[8:52] companies the biotech companies they're
[8:55] sitting here thinking okay we've got $20
[8:56] million to spend in our marketing budget
[8:59] we have have to like speak to these
[9:00] doctors speak to these people at these
[9:02] clinics how are we going to do this well
[9:04] we could maybe advertise in this
[9:05] prehistoric trade magazine that sits in
[9:07] the doctor's office and like it's
[9:09] $111,000 for a full page ad but we've
[9:12] done that for 20 years is that effective
[9:13] I don't know but we've always done it
[9:15] this is what they're thinking right and
[9:15] they're thinking okay well maybe we
[9:17] could run some other types of
[9:18] advertising oh you know what maybe we
[9:19] could go out there and find some of the
[9:21] key opinion leaders who are starting to
[9:23] develop an online audience around this
[9:26] Niche topic and regardless of the fact
[9:28] of whether she's getting hundreds
[9:29] thousands of views doesn't matter it's
[9:31] she's the person how can we leverage
[9:33] this person's name and likeness hey heck
[9:35] why don't we fly Dr Alex to our
[9:37] conference to our Factory to a tour of
[9:41] our facility meet our key opinion
[9:42] leaders the people in the R&D team so
[9:45] everyone listening does that sound like
[9:47] a normal brand deal a 90 second
[9:49] integration on your YouTube channel no
[9:51] not really and so this is the big
[9:52] mindset shift especially if you're
[9:54] someone who has a very specific Niche I
[9:56] actually think there's more
[9:57] opportunities for you because of this
[9:59] reason that's that's really great and I
[10:02] actually have a story to tell similar to
[10:03] this there was a Creator I was coaching
[10:04] a couple years ago um and the case in
[10:07] point he had his was very specific it
[10:10] was like UK real estate taxes like
[10:14] something like that like it was very
[10:15] specific and he was getting just maybe
[10:17] 100 or so views per video we worked for
[10:19] only like two or months or so we
[10:21] increased his views to like three to 500
[10:24] and he said I can't take any more views
[10:26] because everything in my business has
[10:29] now expanded exponentially it's right
[10:32] because we were are targeting not
[10:34] thousands of views but the right views
[10:36] and what you just said is exactly that
[10:39] if you get the right people watching
[10:41] your content a whole world opens up for
[10:44] you that even some larger creators don't
[10:46] necessarily get opportunities for dude
[10:48] look just look at me I am a sponsorship
[10:50] coach if you go and look at my YouTube
[10:52] Channel right now I'm not getting tens
[10:53] of thousands of views on average I'm
[10:55] getting hundreds or maybe thousands but
[10:57] these are all creators who are having
[10:59] this very specific issue with
[11:01] sponsorships they're understanding how
[11:03] do I price this how do I behave on a
[11:04] phone call what do when the brand says
[11:06] this to me what do I how do I what do I
[11:07] say in return and so yeah I'm not
[11:09] crushing it with Topline views but
[11:11] that's not the goal and so I think
[11:13] another deeper maybe mindset shift for
[11:15] people listening or watching is like
[11:17] what is the purpose behind what you're
[11:18] doing with your YouTube channel it it
[11:20] can't in my opinion if you're trying to
[11:22] build a business behind it it can't just
[11:23] be views for views sake maybe it's to
[11:26] drive more leads for your business or
[11:28] for your coaching practice or whatever
[11:30] type of business that you have you just
[11:32] have to be very intentional about it
[11:33] about what you're doing I love that I
[11:35] love that so let's think about um some
[11:38] of the let's come up with like one or
[11:40] two creators that are like okay that
[11:42] sounds amazing but I still don't
[11:43] understand who I could pitch my channel
[11:45] to of course there's Gamers which we
[11:46] have Gamers of course but we also have
[11:48] people have different lifestyle channels
[11:51] um we've had some emails from people who
[11:52] have lifestyle channels and even just
[11:53] interesting things like about science
[11:55] and such so if we were to take for
[11:57] example let's just come up with a random
[11:59] like okay let's say I have a a Channel
[12:01] about science in general like I I like
[12:03] to talk about planets or something like
[12:05] that who would I even think about that
[12:08] that might be interested in in getting a
[12:10] hold of me or or who do I reach out to
[12:12] to say hey I have this you know this
[12:13] core audience that absolutely loves my
[12:16] content they come to every single video
[12:18] or whatever it is um but I don't know
[12:20] who to go to I can't go to Downey like
[12:23] what am I doing can I get Coca-Cola what
[12:25] what are we doing so this is another big
[12:28] mist M AK that creators make is they sit
[12:30] alone in their room in a vacuum and they
[12:33] think who would want to work with me I
[12:35] love that and what they think is they
[12:37] think well it's the brands that I
[12:39] authentically love and use oh the video
[12:41] equipment the camera equipment you know
[12:43] whatever yeah if it's a science nich
[12:45] it's these little you know cool sets
[12:47] model sets that I build for planetarians
[12:49] whatever it's like the things that I
[12:51] love right which is a flawed assumption
[12:53] you are assuming that your audience will
[12:56] also like those things and that's not
[12:58] actually not accurate this is actually
[12:59] why a lot of sponsorships don't perform
[13:01] well where you think oh yeah this is a
[13:03] slam dunk you do not involve your
[13:05] audience whatsoever in this process of
[13:08] understanding like oh is this actually
[13:09] going to go over well with them um and
[13:11] so I actually encourage people to not
[13:14] try to ideate brands that you could
[13:15] collaborate with in a vacuum you
[13:17] actually need to be involving your
[13:18] audience in this conversation uh and so
[13:20] I I encourage I talk about in my book
[13:22] sponsor magnet what they this process of
[13:24] doing something called a psychographic
[13:25] research survey so you're actually
[13:28] putting a poll out out on your YouTube
[13:30] Community tab where you're trying to
[13:31] understand something like what types of
[13:34] jobs do you have are you married do you
[13:36] have kids what's keeping you up at night
[13:38] what problems do you have what types of
[13:40] Brands and products and services are you
[13:42] using and loving right now um and so
[13:44] this is just like a small sampling of
[13:45] questions you could do this in a Google
[13:47] form you could do this in a type form
[13:49] survey if you have a newsletter for
[13:50] example you could do this uh with
[13:52] Instagram stories your YouTube Community
[13:53] tab right so there's a lot of different
[13:54] ways to start extracting more colorful
[13:57] texture behind what's going on with your
[13:59] audience and think about this so let's
[14:01] go back to that Science Channel example
[14:03] let's say that this science channel did
[14:04] this uh a series of post polls on their
[14:07] YouTube Community tab over a couple
[14:08] weeks and they realized like wow I
[14:11] didn't understand that 30% of my
[14:16] audience is aspiring astronomers they
[14:19] actually want to go to school they're un
[14:22] they're in high school and they want to
[14:23] go to the top program you know for
[14:26] astrology or whatever they're actually
[14:28] vying to do this as as a profession you
[14:30] know what I should do I should go out
[14:31] there and Pitch the top astronomy
[14:34] school to do a partnership um because I
[14:38] realize that in my audience it's a bunch
[14:40] of high schoolers trying to get into
[14:41] this this these types of programs think
[14:44] about how much better of a pitch that is
[14:45] now Travis it's not oh let me go to you
[14:47] I have this cool Channel where I talk
[14:49] about stuff it's no I have a a bunch of
[14:51] high schoolers who are actively saying
[14:53] that they're trying to decide what
[14:54] programs to go to let's put your program
[14:57] in front of them not just that but my
[14:59] whole audience right and so this is an
[15:02] absolute GameChanger uh uh gamechanging
[15:05] thing to do because now you're no longer
[15:07] scared to do the partnership because
[15:09] it's like you're not worried oh people
[15:11] are going to call me a sellout or you
[15:12] know just trying to line your pockets
[15:13] it's like no you told me you were having
[15:15] this issue hey look at this poll and I
[15:17] went out there and sought this
[15:18] opportunity for you gosh ah mic drop
[15:22] moment okay let's talk a little bit
[15:24] about uh so I'm going to do um I want
[15:27] everyone to check out sponsor maget
[15:28] we're talk more in depth about it a
[15:29] little bit later that's just a little
[15:31] tease that's what we call Little teaser
[15:33] in the business a little tease um we're
[15:35] going to talk a little bit about some
[15:36] things in the book but before I do that
[15:38] um so for someone who's listening to
[15:40] this and going okay you've given me a
[15:42] little bit of courage to reach out to a
[15:44] brand 30,000 foot view what type of and
[15:47] you know I'm sure the book and
[15:48] everything goes into more detail of how
[15:49] to write it and everything but 30,000
[15:51] foot view what are the things you're
[15:52] trying to get across in that first email
[15:54] and what's the best way to approach and
[15:55] who do you kind of look to to approach
[15:58] here's what not to do bro it's not to
[16:00] it's not to make it about yourself this
[16:02] is what every Creator does they reach
[16:04] out hi my name is Justin I have x000
[16:07] subscribers I'm getting this many views
[16:09] on average or per month here's a bit
[16:10] about my audience demographics I drove a
[16:12] bunch of sales for this other brand blah
[16:14] blah blah blah blah I'd love to figure
[16:16] out a way to collaborate and so the
[16:18] brand receives this email number one
[16:19] they don't know who you are there's lots
[16:21] of people on the internet on YouTube who
[16:24] have lots of subscribers and followers
[16:25] and viewership so you're a dime a dozen
[16:27] sorry even if you have 100 ,000 200,000
[16:30] doesn't matter that that is a
[16:31] commoditized approach to try to pit
[16:33] yourself they don't care just about the
[16:35] highle metrics okay um and they don't
[16:38] know how to collaborate with you they
[16:39] don't know you you're saying like let's
[16:40] figure out a way to collaborate and
[16:42] you're thinking this person's thinking
[16:43] oh more work for me I'm so busy I have
[16:46] no idea who this person is so you know
[16:47] what I'm gonna delete this email or I'm
[16:48] not gonna respond and and so it's The
[16:52] Long Dark Night of the Soul you get sad
[16:54] you're staring in the mirror and you're
[16:55] like you're never going to pitch again
[16:57] don't ever do that right but but you're
[16:59] not GNA want to do that right because
[17:00] and this is why a lot of creators stop
[17:02] pitching because they convince
[17:04] themselves that it doesn't work when in
[17:05] reality it absolutely does but you have
[17:07] to ensure that you're saying something
[17:09] that will get them excited help them
[17:12] understand how you can serve them and so
[17:14] the big flip here is it's not about you
[17:16] you you it's about them them them and so
[17:18] the way in which you do this is uh a
[17:21] process of research where you're
[17:23] actually looking at the types of content
[17:25] that they're posting on a platform like
[17:27] Instagram for example hey we're sitting
[17:29] here in time of recording February we
[17:31] want to work with this brand right here
[17:33] well I'm not going to look at what
[17:34] they're posting right now that's too
[17:35] late if I was trying to forge a
[17:36] partnership for winter Springtime
[17:38] whatever I need to know what what what
[17:40] kind of campaigns were they running last
[17:42] summer let me scroll back on their
[17:44] Instagram and see what they were doing
[17:46] in June or something and they're they
[17:47] have the hashtag science ABS maybe not
[17:50] the hashtag science abs for for the
[17:52] summer um you know what the subject line
[17:54] of that email is When You Reach Out
[17:55] Travis it's hasag summer science abs in
[17:59] 2025 question
[18:01] mark That's the subject line because
[18:05] they understand they ran that campaign
[18:07] so so basically to to distill this down
[18:09] it's it's something that I call the Rope
[18:11] pitching method so r o p so R stands for
[18:14] Relevant your pitch has to be relevant
[18:16] to a campaign that they're either
[18:17] running or have run in the past okay o
[18:19] stands for organic meaning that you can
[18:21] tie your pitch back to organic content
[18:24] that you've already published that
[18:25] illustrates that your audience has an
[18:27] affinity for their brand not you your
[18:30] audience has an affinity for them P
[18:32] stands for proof so you can show how
[18:33] you've helped others achieve results and
[18:35] E stands for easy to execute when they
[18:38] say yes so let's actually um go pull
[18:42] this example here so it's the relevancy
[18:44] of the science ABS thing we're just
[18:45] making this up obviously actually you
[18:47] know what should we do it should we just
[18:48] real quickly call an audible here and do
[18:51] a a pivot what if we tried to pitch like
[18:52] National Geographic or something I love
[18:54] for this channel should we do this okay
[18:57] so so what I'm going to do right now now
[18:59] um and you know what I'm going to do I'm
[19:01] going to share my screen here if that's
[19:02] cool I'm running an audible here do it
[19:04] um I'm going to share my screen and
[19:06] we're just going to walk through this
[19:07] okay all right I love this real time so
[19:10] for those you listening to audio podcast
[19:11] you got to go over to the YouTube
[19:12] channel watch this this is you would
[19:14] have to pay for this normally you just
[19:15] you're paying with your time right now
[19:17] you're paying with your time Justin
[19:18] doesn't have to do this I don't have to
[19:20] do this but I feel like these types of
[19:21] working examples are more helpful
[19:24] sometimes you know um okay so let me
[19:27] share my entire screen screen two okay
[19:30] so thumbs up here we're seeing the
[19:33] Instagram we're feeling good okay so
[19:34] what I have done people who are
[19:36] listening uh again come over to Youtube
[19:38] it'll be better but um so what I've done
[19:41] is I've pulled up National Geographics
[19:43] Instagram page right because what I care
[19:45] about is I want to know like what types
[19:47] of things are they posting about so that
[19:48] example that I shared of like
[19:50] understanding what types of things were
[19:51] they posting last summer let's say I'm
[19:54] going to scroll scroll scroll back they
[19:56] post a lot of things so we'll see how
[19:57] long this takes us so January it might
[19:59] take us a little while but I'm just
[20:00] trying to get an understanding like what
[20:01] are the types of things are they posting
[20:03] are they posting exclusively stuff from
[20:05] their photographers are they repurposing
[20:08] creators content in here it seems like
[20:11] sometimes they do a lot of content that
[20:12] just has like some text over it okay so
[20:14] this is this is December um okay so uh
[20:20] okay so here's uh medical B 2024 medical
[20:24] breakthroughs this is interesting to me
[20:27] um what I want to know
[20:29] is let's see here uh okay so here we go
[20:33] okay so here here's a good one it's
[20:34] going to take a while to scroll back to
[20:35] last summer but here's a good one um so
[20:38] on December 10th of 2024 uh let's say
[20:40] we're trying to pitch National
[20:41] Geographic for a holiday campaign they
[20:44] have this thing here that says their
[20:45] holiday gift guide for anyone who loves
[20:48] travel this is like a a big thing that
[20:50] they're trying to drive towards right
[20:52] and you better believe that on their
[20:54] website they probably are doing
[20:56] affiliate links here look so you say Nat
[20:57] G will earn a commission for certain
[20:58] purchases on the bottom here right and
[21:00] so this is an important thing to them
[21:02] right and so your pitch to them is if
[21:04] you're trying to pitch them it's Nat Geo
[21:07] holiday gift guide in 2025 question mark
[21:10] you say at the top of this pitch you say
[21:12] hey I saw that you were doing this gift
[21:13] guide this seems like a really cool
[21:15] thing and my audience of science
[21:16] officient AOS or travel officient AOS or
[21:18] whatever is going to really enjoy this
[21:20] and then you link a post where you talk
[21:22] about your gift guide from last year if
[21:24] you did it where you say hey click
[21:26] through see what people were saying
[21:27] about this really into this and the the
[21:30] really important thing here Travis is
[21:31] that if you don't have a relevant piece
[21:33] of content that would be that would work
[21:35] right here you make it in advance of the
[21:38] pitch I love that so it serves your
[21:40] audience on the one hand it's not like
[21:42] it's a not useful piece of content it's
[21:43] still GI guys still going to serve them
[21:45] but but you also know that you're going
[21:47] to use this in your pitch for Nat Geo in
[21:49] three weeks okay and then the next part
[21:51] of this pitch is hey I would love to
[21:52] help spread the word about this in the
[21:53] following ways I will do three
[21:55] integrated YouTube videos I will give
[21:57] you uh I can turn around the first asset
[22:00] within 10 days I will cut down some of
[22:02] these assets for you to repurpose for
[22:04] paid advertising for 3 months right
[22:07] happy to share some results of I've
[22:08] worked with XYZ brand over here are you
[22:11] free on Thursday at 10 A.M to talk about
[22:12] this wow that's the pitch
[22:16] powerful right and so do you see what
[22:19] the the most important thing I want
[22:21] people to take away from this is that
[22:22] how long did this take us Travis I mean
[22:24] literally this was real time this was
[22:26] like two minutes this took us two
[22:28] minutes minutes so a lot of people think
[22:29] that this is this overwhelming process
[22:31] of like I don't know what the what types
[22:33] of Brands to work with I don't know what
[22:35] they're interested in no you look at
[22:37] their Instagrams you look at what their
[22:39] director of marketing is posting on
[22:40] LinkedIn you look at their job boards
[22:43] bro they oh they got a they were just
[22:45] recruiting for an influencer marketing
[22:46] manager three months ago sure let me go
[22:48] read that job description and see all
[22:49] the things they need help with Wow right
[22:52] that's fire yeah incredible well let's
[22:56] talk a little bit about the book because
[22:58] there's some questions about uh some of
[22:59] the things you said in there which is
[23:00] great again uh there'll be links in the
[23:02] description to show notes uh we'll get
[23:03] again a little bit deeper about what the
[23:05] book is in a minute but there is Jen
[23:07] wanted me to ask you specifically
[23:08] because she read the first part um where
[23:11] there's something called a Media Kit for
[23:12] those who don't know media kits are
[23:14] generally speaking this thing that kind
[23:16] of shows your proof of what you've done
[23:17] in the past YouTube actually has one
[23:19] integrated and that sort of thing but um
[23:22] I do want to ask you that she said in
[23:25] the beginning of the book kind of talks
[23:27] about how these are dead which is when I
[23:29] was like huh what are you talking about
[23:32] Willis what are you talking about all
[23:34] right so two pieces of data here one an
[23:37] anecdotal piece of data of the last 100
[23:39] deals that my wife and I have done only
[23:43] less than five have asked to see a Media
[23:45] Kit so brands are are just relying on it
[23:49] less I would say in terms of
[23:52] understanding how you can serve them um
[23:54] but the more useful exercise I believe
[23:57] so first of all I do think the process
[23:59] of creating a media kit is helpful in so
[24:02] far as it makes you stop and think about
[24:06] your creator identity who H how am I not
[24:09] only serving my audience but how could I
[24:12] potentially serve prospective brand
[24:14] Partners right so if you have to sit and
[24:15] think about what is my oneliner I call
[24:18] it in the book your STP your surprising
[24:20] transformative promise what is my STP
[24:24] that I you know a brand reads that that
[24:26] oneliner in my YouTube about section or
[24:28] my on a social media platform and they
[24:30] instantly understand wow everyone in
[24:32] Justin's audience has the problem our
[24:35] product solves that's what you're trying
[24:37] to accomplish with your oneliner and if
[24:39] you can't say that if you can't rattle
[24:41] off that oneliner in 10 seconds that's a
[24:43] problem because if you ever get on a
[24:45] phone call with a brand or a a brand is
[24:47] trying to push back on rates that you're
[24:48] providing to them if you don't have a
[24:50] succinct narrative about why you're
[24:53] different about why you they should pay
[24:56] you two or three times as much as this
[24:58] Creator over here who quoted them less
[25:00] when they're trying to Gaslight you
[25:02] right you have to be you have you have
[25:03] to be able to tell that story and so the
[25:06] act of putting together a Media Kit is
[25:08] useful the problem is is that the the
[25:09] problem I have with them is that people
[25:11] use them as a crutch they make it once
[25:13] and then they say they pitch a brand and
[25:15] then they okay just see my Media Kit
[25:16] attach and then they attach the PDF and
[25:18] they mail it in and they they copy and
[25:20] paste the same pitch to a 100 different
[25:21] brands and then they wonder why isn't
[25:23] anyone responding to me right and so
[25:25] well first of all quick tactical thing
[25:27] never ever ever attach a PDF to a cold
[25:30] email because that Brand's corporate
[25:32] firewall probably blocked your email
[25:35] because you're an unknown sender and
[25:38] it's not even going to get through so
[25:39] the reason that they didn't respond may
[25:40] have just been because you attached to
[25:41] BDF anyways I've got a lot of little
[25:44] these tactical things as well um but but
[25:47] the better use of the Media Kit in my
[25:50] opinion is you actually keep that to
[25:52] your chest that information and you
[25:55] actually put that into a bespoke custom
[25:58] proposal so a lot of the same elements
[26:01] that you have in your Media Kit can be
[26:03] very useful after you have an initial
[26:05] Discovery call or interaction engagement
[26:08] over email with the brand where you
[26:09] actually ascertain some of their
[26:11] business objectives and then you say hey
[26:13] this was great I'm going to put together
[26:14] a proposal now and a lot of those same
[26:16] elements that you have in the media kit
[26:18] are great uh inclusions in your uh in
[26:21] your proposal so you've got case studies
[26:24] you've got you know information about
[26:26] yourself information about your channels
[26:27] but really at the end of the day it's
[26:29] about them it's about how you can serve
[26:31] them in fact like the the I'll just like
[26:33] kind of behind the scenes here like page
[26:35] number one of every proposal that I send
[26:37] out is what I
[26:39] heard that's page number one it's a
[26:42] regurgitation of exactly what the brand
[26:44] told me on the call or over email
[26:46] because what happens Travis is that they
[26:47] take this proposal and they send it
[26:50] around to other people who weren't on
[26:51] the call their boss if it's an agency
[26:54] they send it to their client and so this
[26:56] person who's probably the decision maker
[26:58] not them it's this other person here
[27:00] they need to feel good what that this
[27:02] person that they're about to pay 10 20
[27:04] grand or $500,000 whatever the amount is
[27:07] understands the business objective right
[27:10] and so it's it's your there's all these
[27:11] little things that you can do to
[27:12] optimize and increase your chances of
[27:15] getting on the radar attracting Brands
[27:16] but a Media Kit in my opinion is not one
[27:18] of them I love that uh okay a couple
[27:21] more questions before we kind of dive
[27:23] into the book a little bit more um how
[27:26] many Subs do I need to start we kind of
[27:28] briefly touched on that in the beginning
[27:29] but if you have 500 who are you pitching
[27:31] to and what are you pitching at that
[27:33] point are you saying listen I can just I
[27:35] just help help I I know you talked about
[27:37] value which I think is important but
[27:39] there is I and well I know I'm going to
[27:41] get emails about this next week I know
[27:43] for a fact I'm too small people are not
[27:45] going to look at my email like how do I
[27:47] make guys first of all you buy a sponsor
[27:49] magnet and then you write the email
[27:51] based on that but besid from that how do
[27:53] you get over that and go okay I'm at 500
[27:55] subscribers I'm strong enough to go
[27:56] ahead and and Pitch myself somebody like
[27:58] what what's the deal I have a video on
[28:01] my YouTube channel called how to get
[28:02] sponsorships with zero subscribers oh do
[28:05] it okay link that because because I
[28:08] obviously it's hyperbolic but I talk
[28:10] about I talk about something called the
[28:12] sponsorship Continuum is a very
[28:14] important concept so when you were in
[28:16] the beginning and you're at the very
[28:18] outset of your creator Journey as a
[28:20] YouTuber um let's be real here if you're
[28:23] getting if you have couple hundred Subs
[28:25] you're getting you know 100 average
[28:27] views per video
[28:28] um if you were to reach out to a brand
[28:30] and say hey let me talk about you on my
[28:32] YouTube channel they're going to take
[28:33] one look at your channel and be like not
[28:35] really going to move the needle for us
[28:38] and let's just be real here that that
[28:39] that's a normal thing and you you
[28:41] shouldn't get upset at the at the
[28:43] company or the brand for that however if
[28:46] you looked at this a bit differently and
[28:47] thought okay what if I actually change
[28:49] the positioning of this pitch a bit
[28:51] where let me actually do a holistic
[28:53] audit of the Brand's presence on the
[28:55] internet let me go take a look at their
[28:57] blog do they even have one let me go
[28:59] take a look at their podcast did they
[29:00] have a podcast let me go take a look at
[29:01] their YouTube channel oh all they're
[29:02] posting is their 30C tv ads lots of
[29:05] brands do that right so that's not gonna
[29:06] work on YouTube right let me go take a
[29:08] look at their their social media are
[29:09] they posting stuff on social media right
[29:11] and so you do this big kind of uh
[29:13] overarching analysis and you come to
[29:15] them and you say hey look um love your
[29:17] brand you know big fan um I actually
[29:20] think you could be telling your brand
[29:21] story in a more compelling way I would
[29:24] actually love to create some content for
[29:25] you on autopilot I'll make 5 10 videos a
[29:29] month post it on your YouTube channel
[29:31] embed it on your blog use it for paid
[29:33] advertising and oh by the way go take a
[29:36] look at my YouTube channel because that
[29:39] is my
[29:41] portfolio so what your pitching has to
[29:44] change based on where you're at in your
[29:47] journey and you know what the beautiful
[29:48] part about this pitch Travis is that
[29:50] your rate the amount that you could
[29:52] charge for something like that is
[29:53] completely detached from how many
[29:55] subscribers or viewers you have because
[29:57] that's not what pitching exactly right
[29:59] and so let's say that you grow a little
[30:01] bit now you move along the sponsorship
[30:02] Continuum and now let's say you're
[30:03] you're bigger now you're getting
[30:04] thousands of views on average more
[30:06] subscribers maybe what you pitch them is
[30:08] a combination a combo of content for
[30:10] that that you create for them uh maybe
[30:12] it's some Consulting that you do to help
[30:13] them understand this the social media
[30:15] landscape and yeah maybe actually
[30:17] posting now on your platforms starts
[30:19] becoming a little bit more meaningful
[30:20] now you get to the far end of this
[30:22] Continuum where you're crushing it right
[30:23] you're getting tens of thousands of
[30:24] views on average hundreds of thousands
[30:26] yeah the thrust of your can be let me
[30:28] talk about you on my platform it's going
[30:30] to be very meaningful for you right and
[30:32] so I think it's it's just understanding
[30:34] where you're at is going to really be be
[30:36] very helpful to orient you based on kind
[30:38] of who you should pitch and when that
[30:41] whole like let me do some of this stuff
[30:43] for you is so accurate like I've worked
[30:45] with Brands and people who've done this
[30:48] and it works you'd be surprised at all
[30:50] these companies that are clueless on how
[30:51] to do anything on YouTube including big
[30:54] Brands and they see a YouTuber who does
[30:55] it all the time and they're like yeah
[30:57] sure dude I mean that'd be fine we'd
[30:59] love to work with you understand it but
[31:00] even if you're just like let me just
[31:01] jump on a call and just get to know who
[31:03] I am and I'm gonna teach you a little
[31:04] bit about how to do things on YouTube
[31:06] you never know what door that could open
[31:08] that alone open a door so so many
[31:10] creators think that brands have
[31:12] everything figured out they've got the
[31:13] marketing staff they've hiring the
[31:15] agencies like of course they they get it
[31:17] right what what type of value could I
[31:20] possibly provide to them dude I've been
[31:22] in these meetings these PE these Brands
[31:24] they have these massive six-figure
[31:26] budgets and they're like Justin what
[31:27] should we do too I'm just like wow you
[31:30] really don't know like like for real you
[31:32] and so again like you got to get rid of
[31:34] this impostor syndrome if you're
[31:36] listening or watching this and thinking
[31:37] what could I possibly uh you know teach
[31:39] these Brands but you have to ship this
[31:41] mindset away from like um feeling as
[31:44] though you're just a Creator you're not
[31:45] just a Creator you can also serve as a
[31:47] consultant to these Brands all right two
[31:50] more questions and then we're going to
[31:51] just talk about the book and and end out
[31:52] of here Longs versus shorts how does
[31:54] that work like like how do you are they
[31:56] the pitch the same pitch is one easier
[31:58] to pitch than the other what's the deal
[31:59] there dude it's all about what the brand
[32:01] is trying to accomplish if they believe
[32:03] that their product or service can be
[32:06] accurately represented or demonstrated
[32:09] in a short form fashion then maybe
[32:12] that's something that they want to do or
[32:13] maybe they're trying to attract a
[32:15] different type of demographic maybe a
[32:17] younger demographic who is primarily
[32:20] consuming content on Tik Tok or YouTube
[32:22] shorts or Instagram reels or something
[32:23] like that maybe that's going to be their
[32:25] primary strategy dude I talk with so
[32:26] many creators who are in my DMs in my
[32:28] inbox all the time that says man Justin
[32:30] what is going on I was absolutely
[32:32] crushing it during the pandemic with
[32:33] long form integrated YouTube videos and
[32:36] it fell off the cliff I had brands in my
[32:37] DMs or in my inbox every day what
[32:39] happened 2023 2024 hit and like it fell
[32:42] off the cliff it's because this is a
[32:44] real thing that Brands started
[32:45] reallocating some of their influencer
[32:47] marketing budgets to short form content
[32:49] to Tik Tok to YouTube shorts to
[32:51] Instagram reals and so you really do if
[32:53] if sponsorships are a significant part
[32:55] of your Revenue stream you absolutely
[32:57] need to be kind of taking a pulse check
[32:58] here every six months every 12 12 months
[33:01] and being like okay let me just
[33:03] understand here not only number one are
[33:04] the brands that I usually work with
[33:05] starting to advertise I'm seeing them
[33:07] advertise with other creators on short
[33:09] form that's an important like data point
[33:12] also is my audience starting to consume
[33:14] content on short form or learning or
[33:16] being entertained by short form content
[33:18] as well I I I think this two-part
[33:20] litness test is very useful to try to
[33:22] make a determination of where you should
[33:24] invest in terms of new content formats
[33:26] as a Creator all right right last
[33:28] question and I know I'm going to get
[33:30] this question because I personally as a
[33:32] content creator have gotten this
[33:32] question from other content creators and
[33:35] I never have a good answer for this and
[33:36] then I'm goingon to tell a real quick
[33:37] story about what is I'm G ask the
[33:38] question then I'm going to tell you my
[33:39] story how much do you charge let me
[33:43] explain my litness test for whether or
[33:45] not I've asked to charge the right thing
[33:47] there was a this wasn't even that long
[33:49] ago uh there was a I get sponsorship
[33:52] offers quite a bit in my inbox and I
[33:54] ignore most of them there was one that
[33:55] was kind of interesting to me and was
[33:58] like but I'm I'm also kind of lazy so I
[33:59] don't like to do these little videos and
[34:01] stuff so I threw out a number that I
[34:03] thought they would say no
[34:06] to they replied back in about five
[34:08] minutes saying yes and then at that
[34:10] moment I knew I did not ask for enough
[34:15] if any brand immediately says yes you
[34:18] didn't ask for enough and I think Justin
[34:20] knows this better than
[34:23] anybody bro they could have at least
[34:25] scheduled their response for like a
[34:26] couple hours later to not give you that
[34:28] not give you that that uh pit in your
[34:30] stomach I can hear the sucker coming
[34:33] through my my head it was was in all
[34:36] right um I apologize or maybe I don't
[34:39] apologize but I got to get a a bit into
[34:41] the weeds here about why this is
[34:43] important for for people to understand
[34:45] so there's two buckets that you need to
[34:46] consider when it comes to your pricing
[34:48] okay the first over here is called The
[34:51] Arc framework understanding Brand's
[34:53] goals and the other is the do rule due
[34:58] understanding the deliverables the usage
[34:59] rights and the exclusivity so let's talk
[35:01] about the arc framework first so uh
[35:04] first of all a lot of people do not even
[35:06] Factor this in at all to their pricing
[35:08] they're trying to evaluate how much they
[35:11] should charge in a vacuum they say oh
[35:13] this is what my average viewership is
[35:14] and they look up some calculators online
[35:16] that are trash that are only evaluating
[35:19] again like how what their engagement
[35:20] rate is and all this stuff that yes it's
[35:21] important but it's it's only 50% of it
[35:24] so let me explain so when a brand
[35:26] decides that they want to run a campaign
[35:27] with the Creator they have three goal
[35:29] types it could be one two or all three
[35:31] of them so a in the arc framework is
[35:34] awareness so the primary reason that
[35:36] they want to hire you Travis is to
[35:38] spread the word about this new product
[35:39] Oh they've got this new AI feature that
[35:41] they've invested a ton of money into and
[35:42] they want everyone to know about it or
[35:44] maybe they were only available in the US
[35:46] now they're available in the UK that is
[35:47] an awareness campaign R in the arc
[35:50] framework is repurposing this is where
[35:53] going back to the sponsorship Continuum
[35:55] where the primary reason that they want
[35:57] to collaborate with you is to take the
[35:58] content that you generate and use it in
[36:00] other ways put on their website put it
[36:02] on their social media use it for paid
[36:04] advertising Etc the C in the arc
[36:06] framework is conversions that's where
[36:08] they care about sales right app
[36:10] downloads software trial signups
[36:12] something attributable and measurable
[36:14] and the reason that you need to be
[36:16] asking a brand what success would look
[36:19] like if you were to collaborate is that
[36:22] your pricing has to change let me
[36:25] explain by working backwards so let's
[36:27] say that you are negotiating with a
[36:28] brand who says that they have a
[36:30] conversion focused metric right that
[36:32] they're trying to drive sales so what's
[36:33] likely happening is this contact has
[36:36] what's called a CPA metric that they are
[36:39] beholden to a cost per acquisition
[36:41] metric meaning that okay they say okay
[36:43] if we hire Travis to do a integrated
[36:46] YouTube video talking about us he on
[36:47] average gets 10,000 views per video
[36:49] whatever I don't know what you get I'm
[36:50] just easy M 10,000 views on average
[36:52] right of the 10,000 views we are going
[36:56] to consum conservative conservatively
[36:58] assume that 10% of those viewers are
[37:00] going to click the link in the
[37:01] description box so that's a th000 people
[37:03] that land on that landing page of the a
[37:05] thousand people we calculate 25% are
[37:08] going to sign up for free trial that's
[37:09] 250 people of the 250 people that sign
[37:12] up we guess about 20% of people are
[37:15] going to convert to a paid plan so
[37:16] that's 50 people we know that our
[37:18] software cost $10 a month and on average
[37:20] people stick around for 10 months that's
[37:23] $100 of lifetime value 10 months time
[37:25] $10 so 50 c paying customers times $100
[37:29] $5,000 that's the max they're going to
[37:31] pay Travis but in reality they don't
[37:34] want to pay you 5,000 because that's the
[37:37] break even right they want to turn a
[37:39] profit that's the whole reason that
[37:41] they're doing influencer marketing and
[37:42] so they want to pay you a half a third a
[37:44] fourth maybe less of that depending on
[37:46] their risk tolerance right so the reason
[37:48] that it's so difficult oftentimes to to
[37:50] negotiate with a brand who has a
[37:52] conversion focused metric is because of
[37:54] this they cannot exceed this kind of
[37:56] napkin math they're held to by their
[37:58] boss or by their client internally
[38:00] contrast that with an awareness focused
[38:03] campaign what are the metrics that the
[38:05] brand is using to measure this views
[38:07] engagement comments right this person
[38:11] this contact does not has have their
[38:12] boss breathing down their neck and being
[38:14] like how many sales did you drive with
[38:16] that collaboration with Travis no it's
[38:18] hey did we spread the word hopefully
[38:20] right all the all the you know signs are
[38:22] pointing to yes right and so you're
[38:24] negotiating leverage in an awareness
[38:25] focused campaign absolutely Ely
[38:28] skyrockets and so it's just a very very
[38:30] important thing to understand so quickly
[38:32] that's one bucket is understanding the
[38:33] Brand's objectives the second one is the
[38:35] do rule due so deliverables do they want
[38:38] an integrated video or a dedicated video
[38:40] that's an important thing to for you to
[38:41] understand right in terms of how much
[38:43] time you're having to invest in this
[38:44] type of thing um usage rights this is
[38:46] something a lot of people creators don't
[38:48] consider again do they want to take your
[38:49] content run paid advertising with it
[38:51] embed it on their website and for how
[38:53] long do they want to do that last one is
[38:55] exclusivity the E is exclusivity are
[38:57] they saying hey you cannot work with any
[38:59] of our competitors for a certain
[39:01] duration that represents a direct
[39:03] opportunity cost dollars out of your
[39:04] pocket uh if one of their competitors
[39:07] approached you six month you know year
[39:09] down the line dude I coached a Creator
[39:11] who agreed to five years of exclusivity
[39:14] for a free mattress whoa no free
[39:19] mattress and they did not understand
[39:21] what they had agreed to when they signed
[39:22] that signed this contract for the free
[39:23] mattress so like this has real world
[39:26] real life implications for you and your
[39:28] business so I understand yeah Justin I
[39:30] get it do rule Arc framework that's
[39:32] helpful how much should I charge Justin
[39:34] I know you're thinking that okay so I've
[39:35] got I've got a quick and dirty ad piece
[39:38] of advice to kind of wrap this up okay
[39:40] um when you have that initial Discovery
[39:42] call with the brand what oftentimes
[39:44] happen is you have this great Rapport
[39:45] you ask the questions and then at the
[39:47] very end what do they do Tris they say
[39:48] okay so yeah like roughly what do you
[39:50] charge ballpark like what do you what do
[39:51] you charge for this type of thing and
[39:52] what most people do is they stutter they
[39:54] stammer and they go a thousand they just
[39:56] like they and then they like cry later
[39:58] in the shower right yeah yeah um so
[40:01] instead of doing that don't do that you
[40:02] say hey this was so useful thank you so
[40:05] much for all this you know information I
[40:07] need to think about this a little bit
[40:08] more and I'm going to come back to you
[40:10] with a proposal i' I'd love to do this
[40:12] and usually what I what I do when I put
[40:14] these proposals together is I'm going to
[40:15] put together three to four different
[40:17] packages of how we could bring this
[40:19] partnership to life do you have a sense
[40:22] bran do you have a sense of what I
[40:24] should set those three to four tiar at
[40:27] from a budget feasibility
[40:29] perspective and then you shut up you
[40:32] lean into the silence this is very
[40:34] different than saying what's your budget
[40:36] because when you say what's your budget
[40:37] they don't want to tell you oh we don't
[40:39] know we don't we don't you you tell us
[40:41] we don't really know but when you give
[40:43] them a range the ability to give you a
[40:45] range they now feel like they have some
[40:47] wiggle room some flexibility when
[40:50] they're trying to piece together the
[40:51] budget with all the other creators that
[40:53] they're negotiating with as well so
[40:55] that's dude I I've done this across
[40:57] hundreds of negotiations and this might
[40:59] be shocking to hear but 75% of the time
[41:02] the brand will tell you the range it's
[41:05] wild dude and and so now great you have
[41:08] a good ballpark of kind of where you
[41:10] should come in with those different
[41:11] packages and then now 25% of the time
[41:13] they will they'll steal Stonewall
[41:15] they'll say I don't know we don't know
[41:16] you tell us and so my very unscientific
[41:19] advice in this scenario is you have to
[41:21] pick your heck yeah number right meaning
[41:24] that package one you still send them
[41:26] packages but package one if they pick
[41:29] that you say heck yeah let's go I'm
[41:32] excited not oh man I got to do this now
[41:35] exactly and then you resent it and so
[41:37] again look that number is going to
[41:39] change regardless of kind of where
[41:41] you're at as a creator for every Creator
[41:42] it's going to be different um but
[41:44] hopefully that's helpful my gosh that's
[41:46] incredible Let's uh let's wrap this up
[41:48] by talking about sponsor magnets your
[41:49] new book congratulations on writing a
[41:51] book uh that's phenomenal um tell us a
[41:54] little bit about it what kind of things
[41:55] will you learn by reading this book and
[41:57] what should makes people excited about
[41:59] this book dude this was the book that I
[42:01] wish I had 15 years ago every mistake
[42:04] that we made through hard lessons of
[42:07] signing away rights and contracts that
[42:09] we shouldn't have um you know having
[42:12] kind of a sloppy process of
[42:13] collaborating with Brands um feeling as
[42:16] though brand Partnerships were awesome
[42:18] when we could get them but they were
[42:20] kind of unpredictable in terms of as a
[42:22] revenue stream as a Creator and so you
[42:24] know one thing that we we learned over
[42:26] the years that is that that's actually
[42:27] not true if you have if you devise a
[42:30] system to actually ensure that these
[42:32] Partnerships turn into ongoing
[42:35] relationships you can actually start to
[42:37] rely on that income when you're
[42:39] collaborating with Brands and so this is
[42:40] what I what I dive into in this book
[42:42] it's my EP sponsorship wheel framework
[42:45] it's pitch negotiate contract concept
[42:48] produce feedback publish and analyze and
[42:51] I go into these are the structure of the
[42:53] basically the main eight chapters of the
[42:54] book I go into extreme detail about how
[42:56] do you actually create create this
[42:57] system for yourself and also attract
[42:59] sponsors uh to want to work with you
[43:02] over and over again and so really it's a
[43:03] complete distillation of everything that
[43:04] I know having been a creator for 15
[43:06] years having run this Agency for many
[43:08] years uh and I'm just so excited for it
[43:10] to be out in the universe I have just
[43:12] some insane testimonials that I've once
[43:15] someone left a review on Amazon that
[43:17] said something like I got a deal I from
[43:20] the moment I finished the book to
[43:22] getting the money in my bank account
[43:24] from a brand that I pitch was four days
[43:26] wow
[43:27] so it crazy I just like the results that
[43:30] I'm that people are seeing are just
[43:32] phenomenal man so if anyone listening or
[43:34] watching is interested in this we just
[43:36] scratched the surface on what I talk
[43:38] about in the book and you can just go to
[43:39] sponsor magnet.com to check it out yeah
[43:41] we're gonna we're going to put the link
[43:42] in the description in the show notes
[43:43] check it out uh definitely get grab
[43:45] yourself a copy even if you're just like
[43:46] I think I'm still too far away from that
[43:48] yet I think if you read it and just this
[43:50] podcast alone is like mindbending but if
[43:52] you just read it and understand even the
[43:54] depths of the things that you will
[43:55] eventually be getting into or even if
[43:57] you're just curious phenomenal read um
[44:00] some hot takes which I love I love a
[44:02] good hot take and I think that um as
[44:05] someone I and I've known Justin for
[44:07] years I think this is a phenomenal thing
[44:08] for the industry and for creators so
[44:11] definitely show support by going out
[44:12] there and grab a copy if you can grab a
[44:14] copy for a Creator friend as well
[44:16] there'll be a link in the description
[44:17] and in the show notes for that Justin
[44:19] with all that being said what do you
[44:21] want to leave us with that's going to
[44:23] make us feel so inspired for the
[44:25] day you are in control as a Creator you
[44:29] do not need anyone's permission to
[44:31] collaborate with Brands if you were
[44:33] sitting here waiting and you were
[44:34] looking for a sign of like when is the
[44:36] right time for me to work with brands
[44:38] that time is now there's no gatekeeper
[44:39] there's no one standing in between you
[44:41] and doing this as a Creator and let me
[44:44] tell you now you will make $10,000 in
[44:46] sponsorships way sooner than $10,000 in
[44:50] AdSense good I thank you for saying that
[44:52] cuz that is so true it's not even a joke
[44:55] ladies and gentlemen you have just
[44:57] gotten thousands of dollars worth of
[44:59] information for just the 40 something
[45:01] minutes of your time so we greatly
[45:03] appreciate your time make sure you check
[45:04] out the link in the description and in
[45:06] the show notes to check out sponsor
[45:07] magnet an incredible way to move
[45:11] yourself from the parttime Creator to
[45:13] the full-time Creator and maybe even
[45:15] having your own employees and I will
[45:17] work for you because I know my listeners
[45:19] are smart so I would be your first
[45:20] employee I'll see all of y'all in the
[45:22] next one