Episode Summary: "Sponsorships Simplified: Justin Moore's Ultimate Guide for Creators"
Podcast: YouTube Creators Hub
Host: Dusty Porter
Guest: Justin Moore
Release Date: January 10, 2025
In episode 430 of the YouTube Creators Hub podcast, host Dusty Porter welcomes returning guest Justin Moore to discuss the intricate process of securing sponsorships for content creators. Justin, a certified YouTube expert and author of "Sponsor Magnet," shares his extensive knowledge on attracting, pricing, and executing brand partnerships, providing creators with actionable strategies to make their YouTube careers financially sustainable.
1. Introduction and Apology for Missed Shows
Dusty Porter opens the episode by addressing the hiatus in December caused by personal commitments, including his daughter's birthday and family illnesses. He expresses gratitude for the support from listeners and teases upcoming guests and new initiatives for the new year.
"This show is only going to get bigger and better in the new year." [00:18]
2. Introducing Justin Moore
Justin Moore returns as a special guest, celebrated for his previous impactful appearance. Dusty congratulates Justin on his new book, "Sponsor Magnet," highlighting his expertise in landing brand deals and his journey as an author.
"The book is called Sponsor Magnet. You can pre-order it as this episode is released." [04:33]
3. The Importance of Sponsorships for Creators
Under-discussed Financial Sustainability
Justin emphasizes that sponsorships are essential for making a YouTube career financially sustainable, a topic often overlooked by creators who focus solely on growth metrics like views and subscribers.
"How do we make this a sustainable career for yourself as a YouTuber financially? And I think that this is an under a topic that's not discussed enough." [04:33]
Debunking Audience Size Myths
Justin debunks the myth that brands only collaborate with creators who have a substantial number of subscribers. He explains that there is no universal threshold for audience size, especially for creators in niche markets.
"There really is no minimum subscriber number or minimum viewership number that every single brand it's like this uniform threshold." [05:54]
Dusty reinforces this by introducing the concept of "trust currency," highlighting that trust and engagement are more critical than sheer numbers.
"What matters is the trust they have in you." [08:04]
4. Understanding Your Audience's Psychographics
Beyond Demographics
Justin advises creators to delve deeper into understanding their audience's psychographics, which include their interests, problems, and brand preferences. This knowledge allows creators to pitch brands that genuinely resonate with their audience's needs.
"What is keeping them up at night? What are their problems?" [09:16]
Dusty adds that engaging with a community, such as a Discord server, can provide invaluable insights into audience behavior and preferences.
"These are like, the people that are trying to accomplish their goals." [11:40]
5. Targeting the Right Person in Brands
Identifying Decision Makers
Justin explains the importance of reaching out to the right individuals within a brand's organization—typically those in influencer marketing or digital strategy roles—rather than generic social media managers who may lack decision-making power.
"Use tools like LinkedIn to identify the exact person you need to be targeting." [14:21]
Dusty shares his experience, emphasizing the effectiveness of targeted outreach in securing sponsorships.
"You have to meet them where they are." [15:35]
6. The Rope Method for Pitching Sponsorships
Breaking Down R.O.P.E.
Justin introduces his "R.O.P.E." method as a framework for crafting effective sponsorship pitches:
- R – Relevancy: Align your pitch with the brand's current campaigns or interests.
- O – Organic: Use existing content that demonstrates your audience's affinity for the brand.
- P – Proof: Showcase past successful collaborations or results.
- E – Easy to Execute: Present straightforward and flexible collaboration ideas.
"R stands for your pitch has to be relevant to a campaign." [21:12]
Real-Time Case Study
To illustrate the Rope Method, Justin conducts a real-time case study with Dusty, demonstrating how to apply each component when approaching a hypothetical AI thumbnail design company.
"Here's what the pitch should look like..." [24:34]
7. Negotiation Strategies and Avoiding Chasing Brands
Maintaining Value
Justin advises creators not to undervalue their work by chasing brands for lower rates when initial proposals are met with hesitation. Instead, he recommends providing multiple proposal packages and remaining patient.
"Don't just negotiate against yourself. Provide packages and remain flexible." [26:04]
Dusty agrees, highlighting the importance of building long-term relationships over one-time deals.
"Recurring relationships are infinitely better than one-off transactional deals." [28:41]
8. Tailoring Deliverables to Brand Needs
Customized Solutions
Justin emphasizes that sponsorship deals should be bespoke, tailored to align with the brand's specific goals rather than adhering to standard packages. This personalization ensures that collaborations are mutually beneficial.
"Every single deal that you do is going to be bespoke." [38:58]
Dusty shares his approach to integrating podcast and YouTube content effectively based on brand objectives.
"Whatever we're pitching, I look at it through that lens." [40:37]
9. Building Recurring Relationships with Brands
Professionalism and Reliability
Justin underscores the importance of professionalism, timeliness, and flexibility in fostering long-term partnerships with brands. Consistently delivering high-quality work encourages brands to return for future collaborations.
"We are making our brand contact look like an absolute hero." [28:41]
Dusty shares his appreciation for long-term sponsors, like TubeBuddy, who have supported his show over the years.
"Word gets around... They're gonna treat you right." [28:59]
10. Real-World Success Stories
Client Success: Paul and John Deere
Justin recounts a success story of a client named Paul, who secured a significant partnership with John Deere by aligning his trusted podcast audience with the brand's trade conference objectives.
"Paul just did one of his largest deals ever... John Deere hired him to do a live podcast for their trade conference." [43:10]
11. Conclusion and Promotion of "Sponsor Magnet"
Encouragement to Embrace Sponsorships
Justin encourages skeptical creators to consider sponsorships as a viable pathway to financial sustainability, emphasizing the benefits of strategic partnerships.
"If you're skeptical, still sitting on the fence and not sure if sponsorships are for you and this resonated, I would say pick up the book." [45:40]
Additional Resources
Justin offers additional resources, including a free sponsorship tracker template and scripts to aid creators in their sponsorship endeavors.
"Visit sponsormagnet.com for free bonuses like a sponsorship tracker template." [48:22]
Dusty endorses Justin's methods and looks forward to further collaboration and supporting listeners through upcoming initiatives.
"I'm so thankful for you, Justin, that you're willing to come on the show to talk about this." [48:50]
12. Notable Quotes
- Justin Moore: "There really is no minimum subscriber number or minimum viewership number that every single brand it's like this uniform threshold." [05:54]
- Dusty Porter: "What matters is the trust they have in you." [08:04]
- Justin Moore: "Don't just negotiate against yourself. Provide packages and remain flexible." [26:04]
- Justin Moore: "Every single deal that you do is going to be bespoke." [38:58]
13. Final Thoughts
In this insightful episode, Justin Moore provides content creators with a comprehensive guide to securing and maintaining brand sponsorships. From debunking myths about audience size to introducing the Rope Method for pitching, Justin equips creators with the tools needed to build sustainable and rewarding partnerships. By emphasizing the importance of understanding audience psychographics, targeting the right contacts within brands, and fostering long-term relationships, creators are empowered to elevate their YouTube channels beyond mere growth metrics. Justin's actionable strategies, combined with his real-world success stories, make "Sponsor Magnet" an invaluable resource for any creator looking to monetize their content effectively.
Listeners are encouraged to apply the Rope Method, explore Justin's additional resources, and consider embracing sponsorships as a strategic component of their content creation journey.
Tune in to episode 430 of the YouTube Creators Hub podcast to gain actionable insights from Justin Moore and transform your approach to brand sponsorships!