The Sponsorship Blueprint: Justin Moore's Guide to Successful Brand Deals

[00:00:00] I wrote a book. Let's go! I wrote a book. Let's go. I knew it was going to happen. I fully recommend that inside is your frameworks, the process that you follow, but you break it down so well. It's simply asking the brand, what is success to you? What is your goal? Yeah. With this collaboration will allow you to come back to them and say, oh, well, knowing that that's your goal, what about we do this thing over here that I've never done before, but it seems like that's going to help you move the needle.

[00:00:27] Do you find that maybe a lot of people are intimidated to maybe have those conversations? Is it lack of information? Is it, you know, maybe they don't know the market? Probably 80% of the creators, influencers, podcasters that come to me have never been on a phone call with the brand. They're petrified. Hey guys, welcome back to Content Is Profit. We had the one and only, the incredible Justin Moore, who just published his book, Sponsor Magnet.

[00:00:55] He was so kind to send us a copy. And then today you are listening to the new conversation that we have with him. Lots of, you know, very specific tips and case studies on how sponsorships might work for you and how you can secure some of those. Absolutely amazing. Justin is great. If you want to claim his book, make sure you go to sponsor magnet.com. Disclaimer, he's actually not paying us. He is that cool. And we believe so much on his sponsorship model and what he talks about that we just want to support him.

[00:01:24] So make sure you go to sponsor magnet.com. Also, we bought quite a few copies. And if you want a copy for free from us, make sure you send us a message at Biz Bros Co on Facebook, on Instagram, or send us an email. I don't know, whatever way it is that you want, but those copies are limited. So make sure you do it quick and we can send you one of those free copies. Cool. Have fun. Welcome back, Justin. Now that we've talked about like seven minutes.

[00:01:52] Yeah. Now that we had a behind the scenes conversation. Yeah. By a popular demand in studio by Fonzie, by everybody that, you know, kind of heard us talking about sponsorship. You're here. You did something big recently, right? When I walk us through, I did. I did something enormous. I got my personal bench press record. No, not that. I, I, I wrote a book. Let's go. I wrote a book. Let's go.

[00:02:21] I knew it was going to happen. Uh, and I'm, I'm so, so yeah. So it's called a sponsor magnet. Yeah. Um, how to price, uh, or sorry, how to attract price and execute your dream brand partnerships. So it's basically like a complete distillation of everything that I know over the last 15 years about, you know, from collaborating with brands. It's I've done, you know, over 500 sponsorships myself personally made over $5 million.

[00:02:47] So it's like a big way in which my wife and I as creators have, have derived revenue over the years. So cool. But I also ran, uh, this agency for, for many years where I brought deals to other creators. So I basically took these two perspectives, put it in a book and I can't believe we're here. Yeah.

[00:03:12] Go to sponsor magnet.com. And, um, I also recommend you to listen to the first episode is published right before this one. We did a little bit cost. Oh shit. What just happened, Justin? What just happened? What just happened? Guys. Hold on a second here. Okay. Okay. Okay. I see you guys. Okay. Okay. So I got to describe what just happened here.

[00:03:37] Right before we hit record, I told these two fine gentlemen that I was four books away from hitting a thousand total sales for the book. And I told them it might happen on the podcast live. It might. And, uh, what just popped up here into my book order Zapier automation was you guys just bought 10 books.

[00:04:04] Oh man, that is, that is legendary guys. Thank you so much. No, I super appreciate that. Like, Holy cow. That really, really means a lot to me, you guys. And you'll forever be, you could ever forever claim that you pushed it over the, over the top. From this moment on, you are a content disprofit bestseller. Just saying.

[00:04:57] That is incredible. Of course, like what you're bringing onto the market is a, it's a huge solution for a lot of people out there. So thank you. Absolutely. So, so. Appreciate that, man. So excited. So excited. So, all right. Well, I was going before the awesome news, you know, congrats on that very random purchase at the right time. Who would have known? You know, last episode, the first one that we did, we covered a lot of the nitty gritty on sponsorship, right? And I took a little few notes in here as a teaser. If you haven't listened to episode one, make sure you go back.

[00:05:26] But, you know, talking about do not commoditizing yourself by talking about your reach and all that stuff, right? Align yourself to the brand's goals. Be a detective. Do audience intent-based brand pitching. Don't just pitch any one of your favorite brands. Ask your audience and pitch to what they want, right? Who to talk depends on the company size. And then we had a little kind of talk about a little spaghetti at the wall hypothesis that we, that we had going on, which I absolutely love it. I'm definitely going to revisit that conversation.

[00:05:55] But what I want to do for today, right? You had your book, Sponsored Minded. And again, fully recommended inside is your frameworks, the process that you follow, right? You break it down so well. But I want to cover a little bit of the case studies, right? Because somebody right now, listen, they're like, right, but how does that apply to me? They could have a medium-sized following, big following, small following. But as we know, doesn't really matter, right? Because I think this is my new favorite answer for most of things.

[00:06:24] It depends, right? When somebody talks to me about scenario-based things, I'm like, it depends. You know, every problem is unique. Any challenge is unique. So I would love to hear about some case studies. And actually, the first one I want to talk to is about this book. It's about our good friend, Paul Jameson. You introduced him to us. We got the pleasure of actually meeting him live in one of the conferences. And he is a niche podcaster, right? So why don't you break down a little bit, kind of like, what was the work that you did with him

[00:06:52] and some of the results that you guys got? Yeah, so Paul is actually one of my longest-running coaching clients. I mean, I think he holds the record for the single, the most, like, coaching calls that anyone's ever done with me is probably Paul. And so just a quick kind of context for Paul's business. So he runs a podcast called The Green Industry Podcast.

[00:07:15] And y'all listening are going to love this because he teaches lawn care professionals how to grow their business. And he's doing, you know, somewhere between 130,000 and 150,000 downloads a month on his podcast. And so how much more niche can you get for something like this, right? And he, when we first started working together, he very much was frustrated because he was seeing these big numbers, right?

[00:07:42] He would go to kind of these local kind of meetup, meet and greets in conferences, regional events and things like that. And he was kind of becoming almost like a little mini celebrity because people were wanting to take photos with him, ask for his autograph. Like, so he was seeing a lot of these like kind of big download numbers. But he was like, where's the money? Like, I'm not like, you know, being able to cover my costs here. And he had an editor and he had, you know, some people who were a producer who was helping him with stuff.

[00:08:10] And so he was just pretty frustrated because he, even though he was optimistic about, and remember, he still at that time had a lawn care business. So he was kind of doing the, the, the side hustle juggling act, right? With the, with the business and the, and the content creation stuff on the side. And so basically we started, he booked like a coaching call at the very beginning. And we, he kind of just did this dump, you know, to me of like, here's everything that's like going on right now. And I just don't know what to do.

[00:08:39] I've, I've heard of this idea about getting sponsors and working with brands. But that whole process just feels so overwhelming. It feels very amorphous. It feels like there's all these different steps that you need to do. And I just, I don't know anything. Right. And so basically we started working from, from zero. I actually, I take that back. He did do a very early deal. He did a very early deal where, where a brand came to him and they were like, Hey, we'll pay you this amount of money to like run, you know, ads on your podcast.

[00:09:05] And so he just basically said yes to whatever number that they gave him because he didn't know like, Oh yeah, sure. You're going to pay me a thousand dollars to do like 20 ad reads. Like that sounds awesome. You know, I don't know what the number was. It was something like that. And so he just was very inexperienced. And so over the course of the next basically a couple of years, he has absolutely completely transformed his business.

[00:09:27] He went from really struggling to know whether he could make this podcast sustainable financially for him to basically beating brands off with a stick. Yeah. The one. And so, you know, he's done, you know, he also, in addition to the podcast, he has social media. So he's able to kind of amplify these campaigns across social media as well as the newsletter.

[00:09:47] But I want to just share a quick anecdote that actually isn't in the book about Paul's story, because I think that this will, this will be a really eyeopening lesson for a lot of podcasters listening, which was that one of the most recent partnerships that most recent and most lucrative deals that, that Paul has ever done. And came recently from a brand that we all are very familiar with, probably even if we're not in the lawn care space, which is John Deere tractor. Oh, wow. Right. We all know the John Deere tractor, that big green and yellow logo.

[00:10:16] We probably have all seen that at one point. Right. And so John Deere is is the behemoth in his industry. Right. And John Deere came to Paul recently and they said, Paul, we would love to collaborate with you. And so what a lot of podcasters do in this situation is they say, great, here's my media kit. Here's all my packages. Here's, you know, ABCD. Here's my pricing. Pick one. Pick package one through five. Right.

[00:10:41] And so instead, what we have taught Paul, me and I had several sponsorship coaches on my team now have taught Paul to do over the years is you do not do that. You don't say here, pick one package. You say, let's get on a phone call. Yeah. Let's talk about what's going on. What's important to you. Tell me more about this campaign that you want to bring to life. And you know what the what what the brand said, what John Deere said is they said, look, Paul, the largest trade show in our industry is happening in October.

[00:11:10] And you know what we would love for you to do? We would love for you to podcast in our booth for three days. We want you to bring all your friends and interview them. We want to interview people on the marketing team at John Deere Tractor. And we want to have our logo in the background while you're filming all these videos. It's the largest event of the year. All the press are there. All the photographers, all the videographers, all the key opinion leaders in this industry go to this trade show.

[00:11:36] And so what's the tell us how much it's going to cost for you to be in the booth for three days. And and so he basically named his price and a hundred million dollars. Yes, generational generational wealth. Yeah. Right. No, but for real.

[00:11:56] And so and so this this I hope is a is a great example for anyone listening that like the whole point of the book and that kind of the central theme throughout the book is how do I have this mindset of creativity when I am talking with a sponsor? Because I may have been used to doing certain types of partnerships or certain types of deals, but as simply asking the brand, what is success to you?

[00:12:22] What is your goal with this collaboration will allow you to come back to them and say, oh, well, knowing that that's your goal. What about we do this thing over here that I've never done before? But it seems like that's going to help you move the needle. Yeah. Yeah. I think with, you know, some of the conversations that we've had, I think most people obviously they don't know what they don't know. This is new territory for a lot of newer creators. Right. They just hear through, you know, the veins or they might see some sponsorship online as consumers. Right. And they're like, maybe that's the way. Right.

[00:12:51] And, you know, there's obviously creators that are not business owners. Right. So the content is not directly related to that, but they just have a message or they're very passionate about something. And like you said, a lot of people is like, OK, let me just cover my production costs initially and then go from there. I think that's step number one. And do you find that maybe a lot of people are intimidated to maybe have those conversations? Is it lack of information? Is it, you know, maybe they don't know the market? Because, you know, to have a conversation like that and go back to a brand, be like, hey, what do you actually need? Right.

[00:13:22] To me, it's like a different layer of that. You know, maybe we need to go through the negative experiences to be like, man, like this may be a partnership that, you know, is not the best fit for me. How can people avoid that? Or what do you think? Like when they come to you guys and they consume your content, is that is that a correct theory of mine or am I completely losing my mind? It's funny because I was just like I was commenting back and forth with someone on LinkedIn who was saying that it blew their mind. They were like a salesperson.

[00:13:52] They were there was like their job. They're used to getting on phone calls with brands and customers. And I had said like probably 80 percent of the people of the creators, influencers, podcasters that come to me have never been on a phone call with the brand. They're terrified of this. And so one of the reasons why they mail it in or one of the reasons why they have a place on their website where you can book an ad spot in my podcast. Oh, yeah, you stripe like whatever. Use this. One of the reasons that they do that is because the idea, the prospect of getting on a phone call with the brand and having a conversation is terrifying.

[00:14:22] Maybe you're an introvert and you're like, no way. There's no way I'm going to do that. Right. This is why I'm podcasting in the privacy of my bedroom. I don't want to talk to a human being. And and so I totally get that. I totally empathize. And I understand with that. I understand that. What I will say, though, is that you don't need to be a genius. You don't need to be an expert to be able to just establish simple rapport on a phone call with the brand.

[00:14:50] And all it really takes is doing a little bit of research before the call and writing down a list of seven to ten questions that you want to ask them. That's it. It's about asking them questions, saying, hey, tell me a little bit more about your product roadmap. Tell me a little bit more about this campaign that you had in mind. Have you worked with podcasters before? If you did, you know, how did it go? Did it go well? Did it not go so well? If it didn't go well, what was the reasoning?

[00:15:17] Do you have like what's the competitive landscape looking like for you, you know, in your industry right now? And there's going to be some probably industry specific questions that you might ask. But that's that's really that should be the bulk of the call. It shouldn't you shouldn't expect that you're going to need to get on this call and just like be an expert and like educate the brand and like do all these things. No, that's not the point of the call. The point of the call is to learn more about them and ask questions from them.

[00:15:41] And so that hopefully maybe gives people a bit more comfort of getting on a phone call with the brand because you don't need to have the answers. And by the way, if they ask you something that you don't know, you could say, you know what? No one's ever asked me that before. I'm going to think about that or do some research and I'll get back to you. And that actually, I think, is brands will appreciate that. Right. It's like you're honest. You don't know the answer. I'll get back to you. They'll appreciate that more than blowing smoke. Yeah, absolutely.

[00:16:08] It sounds like, I mean, we talked about this on last episode, but, you know, we use the acronym WIFT and it kind of sounds like you're sniffing something, but it's actually what's in it for them. So I want you to sniff something. I don't know. When I say WIFT, every time I use the acronym, I'm like, they probably think, I don't know, I'm talking about sniffing something out there. Well, now I do. I wasn't before, but now I do. Not everybody listening does. You see, well, now they have that mental connection and they will remember about WIFT and what's in it for them. Exactly, right?

[00:16:36] And, you know, I first learned it as a copywriting principle when you're, you know, crafting your hooks or crafting your copy, you know, what's in it for them. You got to talk about something that interests them, right? That is for their benefit. And that is the same approach that you're using on these conversations with brands, right? And you go with the mindset, okay, what's in it for them? Not what's in it for me. Like if they win, you are going to win as well, right? And go with that mindset, tackle that conversation.

[00:17:02] Don't hide behind, you know, your computer and your golden speedos and, you know, not, not jumping on a call. Jump on the call. Have that conversation because that's the way deals are going to be made. The other reason that calls are so important is that you have to remember they probably, in addition to reaching out to you, they probably reached out to 20 other podcasters. Yeah. Right. Because they are trying to kind of kick the tires on people.

[00:17:27] They have this larger budget, you know, let's say 50, 100 K, whatever, to like spread the word about this initiative. And so they don't just want to work with you. They probably want to work with other people too. And so they're trying to just get an assessment of like what people, how much people are charging, like, you know, what, how are we going to do this? What I always say is that when I ran my like influencer agency, the brand who hired us would basically say, here's 100 K. We want to work with 10 people, figure it out, like, because you're running the campaign for us.

[00:17:54] And so we had to do this kind of Tetris act where we were kind of getting someone's right here and they're right here and just like trying to make it work because everyone charges differently. Right. And so the value of getting on a call is that you establish this rapport. And so here you were the one person who took the call with the brand versus these like faceless, nameless to 19 other podcasters who just sent their media kit or sent their rates.

[00:18:20] And so even if you're charging two or three times what some of these other people will were, the brand may just decide to hire you because they're like, you know what? But even though Justin's like more expensive, I just feel like it's going to go better. He seemed like he was more invested in this than these other people. I can't tell you how many times I did that when I ran the agency. I just felt like, I don't know, I'm going to hire this person because these other people, I don't know, they seem a little unprofessional. Yeah. Is that that intention, right? Like you see the intentionality, the energy behind people.

[00:18:49] And when you when you have that close conversation. Yeah. Have you ever run into where like you you pitch the call, right? Like they reach out to you or the you know, the brand, you might be talking to them and then they are like, hey, we don't really want to hop on a call. Right. Right. That's a possibility, I'm assuming. Right. What it is. What in that in that case? Right. Do we continue the conversation that we pursue for another call? Like what's the pivot there? Be like, maybe this is not the brand for me because they don't want to talk to me. Right. I don't know.

[00:19:17] So there's two two alternatives that I suggest in this situation because it absolutely happens. Yeah. I really, really like doing asynchronous videos like on Loom or Tela. So I do this a lot where I will they'll say, oh, we're super busy. Like, can you just give us the info or something like that? And I will fire up a video and I will just say, hey, you know, I just have a few quick questions about to try to scope this partnership. I say, you know, tell me what success would look like.

[00:19:46] You know, what types of platforms are you hoping to activate on? I kind of rattle off a bunch of the things in the book about kind of what are the main things you need to ask of the brand to to, you know, kind of quantify and qualify what the engagement is going to look like. And simply doing that asynchronous video. And then at the end of it being like, hey, and if, you know, if it's easier, you can just send me back a video like this, too. So we don't have to get on a call. You can just do it asynchronously. A ton of brands have said, oh, yeah, this is cool. I've never. Thank you for sending this. I've never thought of this idea. And yeah, this is great.

[00:20:16] Let me just and they fire up a five minute video. We don't have to waste an hour on Zoom. And then if that still doesn't work, you can still try to ascertain some of this information via email. You could say, hey, fine, I get it. Whatever. Here's the like, you know, eight things I need to know, you know, which is like I started to mention it. Right. The goal, the scope of work. And I call it the do rule. D.U.E. So deliverables, the usage rights. Right.

[00:20:41] Do they want to repurpose this at all on their platforms for paid advertising and the exclusivity? That's another thing you need to ask about. Right. So there's a lot of these elements that you can ask for via email as well. Yeah. Or you can just show up to the CEO's house, knock on the door and be like, hey, let's just on your golden speedos. On the golden speedos. Yeah. A hundred percent. For those of you guys who have no idea why we're talking about golden speedos so much, make sure to listen to the first episode. Yeah, exactly. That's a callback right there. And very intentional callback.

[00:21:11] I love this. So I'm curious on, you said the D.U.E. On exclusivity, I would assume also exclusive deals would be priced at a higher rate too, right? If you're only allowed to work with one brand. Exactly. Because that represents a direct opportunity cost for you to, you can't work with any of the brand's competitors for a certain duration. This is pretty common with, as you get, as you grow your podcasts, where in the insertion

[00:21:37] order, it'll literally say, uh, not only by the way, this is fascinating, but not only can you not work with any of their competitors for a certain duration, but a lot of podcast agencies will ask for first right of refusal. So they'll say, Hey, um, if one of your competitors, if one of these other competitors, uh, you know, comes to you, even after the exclusivity period lapses, there's this longer period, like six months or a year or something where if that happens, you have to come to us first

[00:22:03] and allow us to make an offer to you prior to this other competitor. And that actually is dangerous because they'll say something like you give us 10 business days to make an offer to you first, first right of refusal. And you know, like this other brand, this competitor is not going to be willing to wait 10 business days. Like what the heck? That's crazy. So like, again, you need, you can negotiate this stuff. You can either say, Hey, I don't want to first write a refusal clause in there, or I'm going to give you 48 hours. That's fine. But 48 hours, you need to give me a response.

[00:22:32] And so this stuff matters. Like this could represent real dollars out of your pocket. Yeah. That's super interesting. I'm curious if you have, you know, we, we went over that case study with Paul and it was a very positive case study. I'm curious if you have the other side of the coin, maybe I can study that the result wasn't what they created or expected, right? That they were like, Oh, you know, it was rough. You know, of course we signed a contract.

[00:22:57] I'm going to have to fulfill not what I wanted, you know, but then of course there's always lessons. Yeah. So, I mean, I could, I could rattle off a bunch of horror stories that my wife and I've had happened personally, but I could share another example from one of my coaching clients where, yeah, the outcome was, was not great. So, um, uh, I'm going to redact some information as I tell this story.

[00:23:22] Um, but basically, uh, one of the largest streaming services. So you can imagine which one this is, um, uh, came to my client with, uh, they had a new show that they had invested, you know, a lot of multiple millions of dollars, tens of millions of dollars in the shows, a lot of fanfare. And they wanted to hire, uh, my client, uh, to create some content. Uh, it was going to be not just social media content, but there was going to be an experiential element to the activation.

[00:23:51] So they were, he was going to be doing stuff in person at a conference and all this stuff. Um, and it was going to be a lot of work, like a ton of, a ton of work. And there was multiple meetings that had happened to kind of scope the partnership out and do all these things. Um, and so I was working with my client to, uh, put together like a really detailed, comprehensive proposal, uh, that we would then bring to the client and say, okay, here's what it's going to be. And it was going to be, you know, six figures plus, like it was gonna be a lot of money.

[00:24:18] Um, and so we worked together extensively to design this whole thing. Um, and, uh, everything was looking really good. It was really good, really good. And then at the very last moment, the brand cut the budget, they said, you know what? We're so sorry. Like, you know, we were, you know, and they had like a multimillion dollar budget for marketing for this whole thing. And so like, it was just that the social media activation component line item on the marketing budget got cut at the 11th hour, basically like a couple, couple of weeks before the event.

[00:24:49] Um, and my client was just so destroyed. It was distraught. They were so looking forward to this, uh, in his, you know, in their mind, it was like definitely going to happen. And so, um, I tell this story, um, for a specific reason, because, um, this has happened to my wife and I many times where we really thought that this was going to happen. And it was just like a kind of a foregone conclusion. We're waiting on the contract and this type of thing. And for whatever reason, the brand made some changes.

[00:25:16] And the danger here is that you turn as a creator from an Uber fan of the brand to an Uber hater. You're like, screw this brand. How dare they? They jerked me around. I was on all these calls and all these meetings forever. And then they did this to me. Screw them. I'm going to tell everyone I know. In fact, I'm going to make a tick tock talking about how much this brand sucks. And this happens. All the bridges. Like people do this. People do this, right?

[00:25:45] They turn into an Uber hater. And what I always have to say is that this is business. It sucks. I will be the first one to say it sucks. And yes, I, my wife and I have gotten, you know, super bummed when stuff like this has happened. But if you can be the person who says, look, I get it. I understand this is business. This happens sometimes. If you could say that to the brand, if you could say that to the agency, they are going to remember that.

[00:26:13] They're going to remember the fact that, and it, by the way, it probably was not even them. It was their boss that made the decision. They're probably, it was their age. They don't want to have that conversation. They're like, oh man. They don't want to have that conversation. Yeah. Yeah. They feel so terrible probably too. Right. And so remember, they're just, they're humans too. Right. And so they can empathize with you probably. And so if you can remember, I guarantee you in their mind, they feel terrible.

[00:26:38] And the next opportunity that they have to bring you a deal in the future, they're going to, you're going to be the first person they think of because they feel so bad about what happened with that last deal. But, but if you blew them up, if you said, screw you, how dare you, you burn the bridge. You're never going to give them that opportunity to kind of pay, pay you back. Yeah. My mind goes to probably a lot of people will think like, oh, I wish I would have closed the deal earlier, you know, make it work before this happened, et cetera.

[00:27:06] My, my first thought is kind of like having that stoic mindset, right? Which is why can you control, which is your response. You cannot control those events. You had no idea that could have happened. You know, maybe the brand, the people you were talking to, they had no idea that was going to happen either. Right. But at the end of the day, like rather than being reactive and, you know, start badmouthing the brand, you can reflect on it and say, okay, you know, I don't want to burn any, any bridges.

[00:27:33] I believe there might be a future opportunity, whether that is that brand, you know, sponsoring me next or somebody that's in that position. They might go to a different company and then they might call you back and they're like, Hey, it's great working with you. I love that. Come here and do it. Right. So I think a little bit of that stoic mindset and calm in your response, right? What can you control? You can always control the way you're going to communicate with them and deal with that.

[00:28:00] Justin, how, how much of this is also like a system, a process, right? As in like, Hey, my, I have these brands that I might, you know, proactively look out and establish conversations or relationships. And then maybe from some of those opportunities that maybe don't come through, it's like, how much of that is like weekly, monthly, you know, bi-weekly follow-up to just, Hey, how you doing building relationship aspect of it? Like in my mind, I'm like, well, you know, if that scenario happens, there's going to be any opportunity down the road, right?

[00:28:30] Like I, my mind is already thinking, Hey, let's, you know, let's, let's continue to work together. Let's continue to stay in touch. Uh, I'll keep you posted on what I'm doing. How much of that it's involved in this process? I mean, it's a huge part of it. Um, and, uh, you're absolutely right. There is a whole kind of system to doing these types of follow-ups. Even if that deal fell through, you're constantly basically staying on the radar of these brands and these companies. So that again, the next time an opportunity slides across their desk, that you'd be a great

[00:28:58] fit for, they instantly think of you. And it's not just, Hey, just wanted to follow up. Do you have any deals for me? Hey, how's it going? Are you working on any campaigns that I could support? You know, this type of thing that's super annoying and not useful because the amount of, I call it basically the amount of times that a brand is in an active recruitment phase where they are actively trying to find people to collaborate with on a, on a campaign is very small. Like a lot of brands running, you know, let's say quarterly campaigns.

[00:29:26] So they, there may be 10 days, you know, a 10 day period where they're like actively emailing people, Hey, can you do this thing? This type of thing, 10 days, four times a year, basically. So it's 40 days out of the year, 10% of the year. So the likelihood of you reaching out and them like being ready. Yeah. Here's the deal. This is great. Boom.

[00:30:02] And then the deal is not great for a deal that my wife and I did, because again, this is something that happens. Uh, you, you, you can't anticipate it, but it's a real, like how you respond to it really matters. So, uh, the, the quick example is that my wife and I were, um, going to be doing a deal with a jewelry brand. And we created the content, we signed the deal. We created the content, everything was going great. And then the day or the morning of when we were about to publish the activation, the brand

[00:30:29] frantically emailed us and said, uh, we're so sorry, but we unexpectedly ran out of inventory. Hmm. We don't, we like, and so all of a sudden they paid us a bunch of money and we're going to publish this thing, drive a bunch of people to the e-commerce store and they can't buy it. No one, no one can buy stuff. And so they basically, you know, said like, well, I don't know, what could we do? Like all this, could we delay it? Like what we do? And so we basically gave them two options. We said, look, we can do two things. We can publish it as is.

[00:30:59] And, uh, basically change the call to action to a wait list call to action. Wait list for when this, you know, piece of jewelry is still, is going to be available again, or we can delay until the inventory is back in stock. Like that's okay. I understand. And so we easily could have been pissed. We could have been like, what the heck should screw the brand? Like they, they, you know, they should have known this. Like, this is not our responsibility too bad. Like we're going to, you know, we're going to, we're going to post it anyway. People have this mindset, right.

[00:31:28] And it's not our problem. You figure it out. Um, whereas just really trying to empathize and understand, like, like the brand didn't know that there may be someone placed a bulk order or like, they just didn't know that, uh, you know, a lot of brands have omni-channel distribution. So they have retail stores and e-commerce. And so just like, it's hard to predict sometimes these things that happen, but to your point, like if you can, uh, look at this more like a partnership, which is what it really is, you should always be trying to investigate creative solutions. Yeah. I love it.

[00:31:57] It's, it's honestly very similar to a process of, of selling, you know, again, understanding the goals of the other person on the other side, in this case of the brand that you want to work with and thinking whiffed, right. Again, no sniffing anything. You just whiffed what's in it for them. So that's also amazing. You guys, you guys need to get those markers, you know, the ones that like smell like watermelon or something, just get the rainbow pack and just like, and then you'll find us in that corner addicted to it.

[00:32:26] I like that. I like that. You should do that. This has been absolutely amazing, man. Thank you so much again, for you listening. We want to get him to not only a thousand, but 10,000 sales over there. So make sure, um, you, you buy the, the, the other 9,000 left. So if you want your book, make sure you go to sponsor magnet.com. Is that right, Justin? That's right. And guys, seriously, you will forever be the ones who got me over the hump. I really, I super, super appreciate it, honestly.

[00:32:56] Um, and by the way, if you guys, if you end up fighting over that copy, just let me know and I'll send you another one. Let's go. No worries. No worries. We'll take one of those, uh, copies that we bought and the rest of the copies, please, if you're listening and you're like, I want to get my hands on Justin's book, feel free to send us a message, right? At biz bros co on Facebook, on Instagram, say, Hey, I listened to the episode. I loved what you guys talked about. I want part three, especially with the golden speedos and all that stuff.

[00:33:25] And then we'll send you one of the books, one of the copies that we got. So thank you so much, Justin. Anything else that you want to share before we head out? No, you guys are so kind. I super, super appreciate it. And one of these days we are going to do an episode live in person because I really want to make that happen at some point. Yes, let's go. That'll be a blast. Absolutely. In golden speedos. All right, guys, with that said, thank you so much for tuning into the content's profit podcast. Go ahead and follow the show in your favorite podcasting platform and on social media at biz bros co. That is right.

[00:33:55] And if Justin here, help you move one step closer towards your sponsorship goals. Make sure you share this episode and don't forget to leave a five-star review. See ya. Bye guys.