Grow The Show, Episode 265

The 8-Step System to Get Podcast Sponsors (Even With a Small Audience)

Host: Kev Michael
Guest: Justin Moore (Sponsorship Expert, Author of Sponsor Magnet)
Date: April 7, 2026

Episode Overview

In this episode, Kev Michael welcomes sponsorship coach and expert Justin Moore to share a comprehensive, actionable system for landing podcast sponsorships—regardless of audience size. Together, they dissect common myths about sponsorship (especially for smaller shows), break down Justin’s renowned 8-step “Sponsorship Wheel,” and deliver tactical advice to empower podcasters to monetize effectively. Listeners learn why CPM-based models aren’t ideal, how to pitch sponsors even with low download numbers, and what processes set long-term partnerships apart.

Key Topics & Insights

1. Mindset Shifts for Podcasters

• Many podcasters wrongly assume you need a huge audience to get sponsors.
  • “Pricing on CPM sucks. Don’t do that. Especially if you’re a niche show… You can have a couple hundred, couple thousand listens and forge really lucrative partnerships.” — Justin Moore [02:32]
• Sponsorships can and should happen for small, niche podcasts—when approached creatively.

2. Inbound vs. Outbound Sponsorships

• Inbound: Sponsors come to you; the "holy grail," but rare for small shows.
• Outbound: You reach out to brands; crucial, especially for newer and niche podcasts.
  • “You’re not just limited by the opportunities that are coming to you… That’s a game changer.” — Justin [03:51]

The 8-Step Sponsorship Wheel

Justin systematically breaks down the steps to secure, execute, and maintain successful sponsorships. Below, each step is summarized, with memorable quotes and practical suggestions.

STEP 1: Pitch [05:36]

• Crafting the Pitch:
  • Use the ROPE Pitching Method:
    • Relevant: Tie your pitch to campaigns the brand runs or ran.
    • Organic: Reference a past episode showing audience alignment.
    • Proof: Show past results for other brands.
    • Easy: Make it easy for the brand to say yes.
• Notable Quote:
  • “What do you say and who do you send it to? This is the paralyzing factor for most podcasters.” — Justin [05:36]

STEP 2: Negotiate [06:26]

• Hammer out details: Number/content of integrations, ad types, usage rights, exclusivity, deliverables.
• Usage Rights: Be explicit. Can the brand reuse your content elsewhere?
• Exclusivity Clauses: Ensure you’re not inadvertently blocking future sponsors.

When Do You Talk Money?

• Do NOT post your prices/packages publicly.
  • “Drag that [media kit] page into the trash immediately... What you're doing by providing pricing… is you're leading the witness.” — Justin [07:23]
• Instead, ask the brand for their budget range after your discovery call.
  • “About 75% of the time they will tell you. It's shocking!” — Justin [09:45]
• Always ensure your “lowest tier” price is a “hell yeah” number for you.

STEP 3: Agreement [10:53]

• Document the specifics in a contract.
  • Use templates tailored for sponsorships.
  • Don’t fear asking brands for contract edits or clarification.
  • “If you do not have a contract template for yourself… it’s a worthwhile investment to hire a lawyer for two hours.” — Justin [12:13]

STEP 4: Concept [12:57]

• Present your integration plan to the brand BEFORE creating the content.
• Share a one-pager with your approach; ask them for top talking points and a single clear call-to-action.
  • “If you just sent them over two or three sentences, you’re going to save yourself so much strife…” — Justin [13:40]
• Address red flags early: If visions differ greatly, better to part ways before production.

STEP 5: Produce [16:17]

• Stick to the agreed concept/script!
  • “A lot of people get approval, then sit down to create and decide to do something different… 50% of the time we’d get assets that were materially different from what was promised. It’s chaos.” — Justin [17:22]
• If you realize something doesn’t work, pause and re-align with the brand.

STEP 6: Feedback [17:55]

• Brands might request changes, sometimes outside the initial agreement.
• Be flexible (especially for small asks), but know when to firmly request additional compensation.
  • “The worst thing to do is cross your arms... partnerships are about the relationship and lifetime value, not just this one deal.” — Justin [18:25]
• Be a collaborative partner for repeat business, but set healthy boundaries for major scope changes.

STEP 7: Publish [20:08]

• Triple-check everything: Use the correct, approved asset; test links (DON’T forget the https://!), promo codes, and disclosures.
• Engage with your audience around the sponsor post-launch.
  • “So many miss the chance to answer questions in comments... this is low hanging fruit that could lead to a conversion.” — Justin [21:37]

STEP 8: Analyze [21:58]

• Go beyond giving the brand access to dashboard metrics.
• **Provide a ‘post-campaign report’ with:
  • Quantitative stats (downloads, clicks, etc.)
  • Qualitative feedback (audience DMs, comments, questions, objections)**
• Use objections/failures as fuel for your next pitch:
  • “I actually analyze all the DMs... you might realize there’s a common objection, and that should be addressed in the next campaign.” — Justin [22:37]
• Circle back to pitch renewals or improvements; don’t disappear after a deal ends.

Notable Quotes & Moments

• On breaking the CPM myth:
  • “If I'm only getting a 1,000 downloads on my show, it’s not worth it for me to actually work with sponsors. Not true!” — Justin [02:32]
• On “hell yeah” pricing:
  • “Your lowest option has to be your hell yeah number... You never want to resent a partnership.” — Justin [09:09]
• On brands’ true goals for sponsorships:
  • “There are three goals: Awareness, Repurposing, Conversion. Conversion is only one.” — Justin [35:30]
• On why serving your audience comes first:
  • “It’s not about getting you more coaching clients. It’s about serving your audience and customers. That’s your job as a business owner.” — Justin [38:44]
• On collaborating vs. resenting feedback:
  • “Partnerships are not just about this one deal. It’s about increasing the lifetime value of this relationship.” — Justin [18:25]

Additional Insights & Tactics

Finding Brands to Pitch [32:11]

• Look at sponsors on similar podcasts in your niche.
  • “If your niche neighbor is sponsored, that brand is open to more podcasters like you.”
• Don't just pitch brands you use—do psychographic research:
  • Survey your audience to learn what products/services/services they're actually interested in.

When to Start Seeking Sponsors [27:07]

• The Sponsorship Continuum:
  • When you’re small, offer to create content or even host their own branded podcast.
  • As you grow, include consulting, integrations, or content packages.
  • Don’t just fixate on download numbers; focus on your overall content “footprint” (email, social, video).

How Big Does My Show Need To Be? [29:28]

• Even shows under 200 downloads can start, but must usually leverage additional platforms (social, email, YouTube) for maximum sponsor appeal.
  • “If you’re only offering a podcast integration, 2025 has to be the year you diversify onto at least one other platform.” — Justin [29:59]

Book Recommendation

• Sponsor Magnet by Justin Moore
  • Releases January 21, 2025; pre-order at sponsormagnet.com
  • Includes: Notion sponsorship tracker, negotiation scripts, checklists, and more.

Timestamps for Important Segments

• [02:32] — Debunking the CPM Myth & Mindset Shift
• [03:51] — Inbound vs. Outbound Sponsorships
• [05:36] — Step 1: Crafting an Effective Pitch (ROPE Method)
• [06:26] — Step 2: Negotiation Tips
• [07:23] — When & How to Talk About Pricing
• [10:53] — Step 3: Agreements & Contracts
• [12:57] — Step 4: The Concept Phase & Aligning Visions
• [16:17] — Step 5: Production Best Practices
• [17:55] — Step 6: Handling Sponsor Feedback
• [20:08] — Step 7: Publishing & Audience Engagement
• [21:58] — Step 8: Analyzing and Reporting Results
• [25:42] — Should You Pitch Big, Famous Brands First?
• [27:07] — When Is It Time to Seek Sponsors?
• [32:11] — Who Should You Pitch? (Finding Brands)
• [35:30] — The ARC (Awareness, Repurposing, Conversion) Model
• [38:44] — Should You Sell Sponsorships or Your Own Products/Services?
• [42:16] — Sponsor Magnet Book Release & Resources

Takeaway Summary

Podcasters with any size audience can and should be pursuing sponsorships—if they approach it as a consultative, partnership-driven process rather than a volume numbers game. By following Justin Moore’s 8-step “Sponsorship Wheel,” even the smallest shows can land deals by focusing on niche audience value, crafting thoughtful and targeted pitches, and building relationships that lead to renewals. Diversifying your content footprint and understanding brands’ true marketing goals—beyond just sales—are key themes. Serving your audience, not just yourself, ultimately drives long-term success.

Learn more from Justin Moore at sponsormagnet.com, and stay tuned for actionable playbooks from Grow The Show!