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Make your pitch relevant
(2 min read) Meet brands where they are and get solid brand deals no matter your audience size.
Avi Gandhi
October 01, 2024
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You don’t need a huge audience to get four- and five-figure brand deals.
Here’s a personal example - I got a year-long LinkedIn partnership worth $60,000 when I had just 15,000 followers. That’s $4 for every follower!
I’m the first to acknowledge that luck plays a big role in these kinds of wins, but there’s an ancient saying from the Roman philosopher Seneca:
Luck is what happens when preparation meets opportunity.
I’ve been taking my friend Justin Moore’s Brand Deal Wizard course (referral link), and one of the biggest benefits I’ve gained from it (aside from a ton of new tricks on pricing and negotiation) is a reminder of something I once knew but forgot:
Selling isn’t about what I have to offer.
It’s about what my potential partner needs.
Your pitch has to be Relevant to the brand’s strategy for it to be effective.
I’ll get into the details with a personal example below, but first - if you’re a YouTube Creator, you’re going to find this week’s sponsor super valuable:
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Be Relevant
Sales are built on trust and credibility. Your role is to demonstrate how your solution fits their needs—not the other way around.
Going to a brand and saying, “Hey Brand, I love your product. I make great content relevant to your brand and I have some audience - want to work with me?” will not get you any sales.
The reason is that you’re pitching yourself as a solution without knowing - or meeting - their problem.
Brands usually have some sort of strategy in place already. The first step to a successful sponsorship pitch is to figure out that strategy and then make your pitch relevant to it.
Here’s an example:
I saw a fellow metacreator on LinkedIn post about a product.
I then saw the CEO post about how the metacreator’s LinkedIn post was more effective than their paid media at driving new leads.
On LinkedIn, I post about how companies can work with Creators more effectively - and payments are a big part of that. Lumanu is a company that’s very relevant to me and my audience.
And because of these two posts, I realized that I - as a LinkedIn Creator who had promoted similar B2B software - was now also relevant to them!
When I reached out to the CEO, Tony, via DM, I mentioned Lloyd’s post.
He responded within 24 hours.
Referencing something the brand was actively doing / thinking about immediately made my outreach relevant to them.
Figuring out how to be relevant takes some work. You have to do your research:
Get on LinkedIn and follow the influencer marketing managers at brands you like (follow me too - I post totally different stuff there).
Set Google Alerts and keep an eye out for news on new marketing campaigns and partnerships
Search for the #BRANDNAMEpartner hashtag on social to see what other Creators are doing with brands you like and if you could be relevant to any of the campaigns they’re running or audiences they’re targeting
Figure out your angle to be Relevant to the brands you want to work with, and you’re much more likely to get a foot in the door - regardless of how big your audience is.
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Written by Avi Gandhi, edited by Melody Song,
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