STEAL This Strategy To Make More Money On YouTube (Justin Moore)

**Justin Moore** (0:00)
It's so much easier to make $10,000 in sponsorships than it is $10,000 in AdSense when you're starting out. Like, I can't even describe to you. Of course, my coaching and things like that is like, everything is negotiable. Everything, everything is negotiable. Like, it's not about you, they don't care about you. The cold reality is that a lot of creators are very difficult to work with. Inbound leads are a trap. Cold email, honestly, I've found to be the most effective strategy. Okay, what does the brand care about? And so I said, okay, here's the process that I would use to kind of go down the rabbit hole. The likelihood of the brand, for me, if I was pitching you, I would say...

**SPEAKER_2** (0:33)
Welcome, Justin, to the 1of10 Podcast.

**Justin Moore** (0:36)
What's going on? Richard Stoke to be here, man.

**SPEAKER_2** (0:38)
For those who don't know you, could you introduce yourself? What do you do?

**Justin Moore** (0:41)
Sure. So my name is Justin Moore. I am a sponsorship coach and the founder of a company called Creator Wizard. So a lot of people hear, sponsorship coach, what the heck is that? I'm not a manager, I'm not an agent, I'm not a broker. I teach you, I educate you, and you keep everything. You don't pay me a cut. When I started creating YouTube videos about four years ago about this topic, people were very mystified by this. Like, what are you selling me here? And when I started, I was nothing. I didn't have coaching, I didn't have a course, I didn't have anything. All of my experience comes from, number one, being a creator for 15 years. That was my wife started her first YouTube channel in 2009 We've since started multiple YouTube channels and social media, so we've been doing this full time for a really long time.
But I also ran an influencer marketing agency for about seven years. And so I've been on the other side of the fence, where I've been in the room with a lot of these big brands and big advertisers, where they're not just deciding to pay creator over here 5K, but they're saying, hey, we want to spend a million dollars across 200 creators. What is the platform strategy? How should we be thinking about this? What are the types of partners we should be working with? And so it's just a much different conversation, I think. And so when I started creating content on my Creator Wizard YouTube channel, I was talking about a lot of these things, how to be confident on a phone call with a brand, how to negotiate, how to price a brand deal. I just think of this business as unintentional surprise, I would say, because I never really thought, what does this business look like? But fast forward to today, and I've now educated hundreds of creators through my courses and coaching and things like that, and it's been a fun ride.

**SPEAKER_2** (2:17)
Yeah, and actually myself and a creator, we joined in your group, and as a fact, it grew 3 to 5x his sponsorship prices and all that over the years, with all the tips that you thought. So I'm sure a lot of people can learn a lot from it. There's gonna be impact from here, I'm sure.

**Justin Moore** (2:36)
I never, well, let me just go right now, I'm gonna do some sound effects, because I didn't even know about that testimonial. There we go.

**SPEAKER_2** (2:45)
So to start, right off, for each of these subscribers' level, so like at 1K subs, 10K subs, 100K subs, and 1 million plus, what's one piece of advice for someone wanting to get a sponsor for his channel, but the creator is struggling to get one?

**Justin Moore** (2:59)
This is one of the most common questions that I get, which is like, what is the threshold? How many YouTube subscribers do I need to start working with brands, collaborating with brands? When am I gonna start getting emails from brands? I think this is actually one myth, which is that a lot of people think like, if I build it, they will come. Like, if I just get large enough, eventually I'm gonna start inbound increase. And that does happen for sure in certain niches quicker than others. But I think this is a big myth, which is that you don't have to have some arbitrary threshold of 10,000 subscribers to start reaching out and pitching collaborations with brands. There may have been one brand one time where maybe you reached out and they said, we only work with people who have 10,000 YouTube subscribers or something. That exists, and I understand that. But that's not every brand. You know, that is the myopic brands that believe things like that. And so, number one, I want to empower everyone listening or watching this, that like, there is no number. Like, regardless of what niche you're in, like, you can reach out and provide value to a brand. But the critical thing is that what you pitch has to change. Let's say that you're a thousand YouTube subscribers, right? I talk about this concept called the sponsorship continuum. So you think about this like a line, right? At the very beginning of your journey, when you don't have a lot of experience and you don't have a very large audience and you don't have a ton of influence, if you're to reach out to them and say, hey, let me talk about you on my YouTube channel where I'm getting hundreds of average views, right? Hundreds or maybe a few thousand average views. Pay me to talk about your brand. That's likely not going to move the needle for them. Like, let's just be real here, right? However, if you slightly change that pitch and you do a little bit of research, you look at the brand's overall social footprint. You look at their website, their blog, you look at maybe they have a YouTube channel, maybe they don't. Maybe do they have the TikTok? Do they have like social handles? Are they running ads on social media? Like you kind of do this audit and you reach out to them and say, hey, I love your brand for the following reasons, but I think you could be telling your brand story in a more compelling way. I would love to create some content for you on autopilot brand. I'll send you 5 to 10 videos every month. I'll create a podcast for you. I'll stand up a podcast for your brand. I'll create some ads that you can use for social media, or for paid media. And oh, by the way, go look at my YouTube channel because that's my portfolio. And so what you're pitching, the thrust of it is not, let me talk about you on my page, it's, hey, let me create some content for your channels. So now the brand realizes, it's like, oh, I get why we have to pay this person five grand or three grand or whatever it is, because we would have to go out there and hire an agency or a production company to generate this content for us anyway, right? And especially if they're a smaller brand, smaller to medium-sized brand, they may not even have anyone yet creating content for them on an ongoing basis, right? And so this is at the beginning, right? And so now let's say you grow, you mentioned 10,000 subscribers or 50,000 or whatever, right? Now you've grown a bit, you have more experience, you have a little bit more leverage. Now what you pitch to the brand is maybe a combination of content that you create for the brand, for them to use on their website, their social channels, for paid advertising. And yeah, maybe syndicating the content, amplifying the content on your YouTube channel now becomes meaningful. Maybe you're making a paid community post, maybe you're integrating it, you know, putting an integration into a YouTube video. Maybe you're doing some consulting for them. So it's a little bit of combination there. And then, OK, now we're at the very end of the continuum, Richard, right? We're getting hundreds of thousands of views on average or millions of views, right? Of course, the main thrust of your pitch now can be, I'm going to talk about you on my videos. That's going to be very meaningful for your brand. And so I like talking about this because regardless of where you're at, however many subscribers you have on your YouTube channel, you can collaborate with brands as long as you understand that what you pitch has to change.