Why Brands Are Paying Small Creators BIG Money (And How to Get Your Share)

Jennie Wright [00:00:02]:
Hey everybody. Welcome back to the Acquire podcast, where we talk about list building and launches and pretty much everything in between. And today we’re going to be really focusing in and dialing in on something that I think is a real game changer. I’ve always thought this is a game changer, and it’s all about sponsorships. It’s all about getting in front of the right people, creating that sort of, like, magnetic attraction, so that people want to spend time with you, want to, you know, look at your products, but also sponsor themselves into your products and you make more money. It’s all a good thing. We’re gonna get into it. And my guest today is Justin Moore.

Jennie Wright [00:00:33]:
Justin, thank you so much for being here.

Justin Moore [00:00:35]:
What’s up, Jenny? I’m so stoked to be here. Hello. I’m so sorry. Sorry. Hold on. My I just did DND, and my sorry. It’s bizarre. I just turned on DND, but my alarm still went off.

Justin Moore [00:00:47]:
That’s so weird. Bizarre. Okay. Sorry. You wanna redo that? I sorry. I apologize.

Jennie Wright [00:00:53]:
Don’t worry about it. It’ll be fine. My intro was poopy anyways. We’ll just redo. Yeah. Hey, everybody. Welcome back to the Acquire podcast. I’m your host, Jennie Wright.

Jennie Wright [00:01:04]:
And on this podcast, we talk about all things, list building and launches, memberships, SLOs, you name it. We talk about it. Today is going to be all about sponsorships and how to attract people to what you’re doing so that they can get exposure, you can get exposure and a little money in between. And our hope like our guest today, I’m really excited because we’ve had a couple of really interesting conversations in the build up to this podcast, and I’m glad you’re here. So welcome, Justin.

Justin Moore [00:01:30]:
Jenny, I’m so thrilled to be here. It’s gonna be a blast.

Jennie Wright [00:01:32]:
Absolutely. And you are a sponsorship coach and the founder of Creator Wizard. So how exciting is that? And one thing I didn’t even know about you until I sort of was like getting to know you is that you used to be a full time creator. You used to spend a ton of time building up brand deals and and working in the space, and you even had an agency or maybe you even still have that agency.

Justin Moore [00:01:53]:
Yeah. So I’m still a full time creator, actually, along with my wife. I mean, we’ve been doing this since 02/2009, was the first YouTube channel. So we have personally done over 550 sponsorships, made over $5,000,000 doing it. So it’s like it has been our primary revenue stream, for many years. And in fact, we just did a partnership with a brand just a couple days ago, so it’s like still very much an active thing that we’re doing. But, yeah, in 2015, I decided to kind of diversify our our income as as as a family. We were like, you know, everything’s going really well right now as creators, but, like, people are just are, like, not gonna watch us on YouTube for, like, thirty years.

Justin Moore [00:02:27]:
Like, we gotta figure out something else here. And so that was when I launched, an influencer marketing agency, to get partnerships for other creators. So it afforded me kind of a really interesting alternative perspective where I was now kind of in the boardrooms with a lot of these brands and agencies where they were like, hey. We don’t wanna just pay you, April and Justin, like, $5.10 k. We wanna spend a million dollars across 200 creators. So it was just like a very different conversation, and this is what ultimately led me to start educating creators about the process of it.

Jennie Wright [00:02:56]:
That’s amazing. That’s fantastic. And I use so there’s a lot of people who listen to this podcast who are either in the creator space, but we also use sponsorships in different ways. Right? But this applies. Like with with summits and launches that I do, you absolutely can have sponsors in that space. Even had some big brands. I’ve, I’ve gotten some pretty, pretty good size, like SAS companies to participate as sponsors and put some good dollar figures into that. Cause you know, we’re exposing them to a lot of different people.

Jennie Wright [00:03:25]:
But my thing that I kind of want to start off with is at the time we’re recording this, it is absolute social media chaos. Okay. And has been for a little bit. And I don’t know if we’re going to see an end, you know, better than me. What are you seeing? How is it impacting this sponsorship space? Are the brands nervous?

Justin Moore [00:03:44]:
I mean, I think there’s so many micro trends and macro trends going on at the same time that are affecting the way that sponsors, brands, and advertisers look at investing in this space. I mean, the first and most obvious one is, the death of the follower. I think Jack Conte did a really interesting keynote at, South by Southwest, last year. This was the title of his talk, which was basically, like, over the last, basically, ten to fifteen years, the entire social media ecosystem has been built around this concept of a follower. Right? You go and you follow content that you enjoy, whether it’s an individual creator or a media company or whatever. And the inherent, or the implicit promise is, like, I hit follow on this thing, I want to see more of that content. But what has happened over and that used to be the case. Right? Like, if you even if you look back at, like, YouTube, you would go to your subscriptions feed.

Justin Moore [00:04:35]:
Like, that was like a behavior that everyone went, like, oh, I I’m gonna go see what, you know, with the latest video from this creator that I love. But over time, what has happened is that these social media platforms have deprioritized that signal of a of following something to in favor of, viewer or or user behavior, where it’s like, okay. I’m we’re only gonna prioritize the content and show it to this person, based on what they previously watched. And so, what happened is that you saw over time, organic reach basically for everyone, creators, media companies plummet in the favor of just, like, the platforms putting their thumb on the scale algorithmically to basically what they thought these people wanted to see. And so this has wreaked a lot of chaos for brands, media companies, creators because that, implicit promise is no more. And so I think that this this means there’s a lot of different downstream implications of of this shift. Number one, as a creator, you can no longer rely on if someone, like, says they wanna follow you, it’s not necessarily gonna be the case that they see your content, which is why a lot of the stuff that you talk about is so important, which is building your list and building that direct relationship and connection with that audience or that follower, member so that you can, you know, be able to access them in a way that doesn’t rely on the on the on the algorithm. But even even more profoundly on in my universe, I talk a lot with advertisers and brands where, you know, you follower count used to be a pretty reliable proxy for influence.

Justin Moore [00:06:07]:
Sure. Right? Where you could look at someone, oh, they have a hundred thousand followers or a million followers or something. But that really isn’t that meaningful anymore because you can’t you know, you could hold two people up side by side, one with a million followers and one with 10,000, and they’re getting the same average viewership or listenership, which is crazy to think about these days. And so brands have just had to start adopting, different metrics to try to judge where they should invest their dollars.

Jennie Wright [00:06:34]:
Okay. That’s fascinating to me. And I’ve seen that too on my own, like, FYP or, you know, with my own, like what I follow on YouTube. So all the creators that I’ve been following for years on YouTube, I’m not seeing them pop up in my like, you know, suggested or anything like that. And it seems to only be going on, like what was most recently watched, which in our household happens to be a bunch of golf videos. And it just keeps coming up. And for me, like Depeche Mode remixes, which I love. So Oh,

Justin Moore [00:07:01]:
yeah. There we go. I love Depeche Mode.

Jennie Wright [00:07:03]:
Right. But I’m not seeing some of the other creators that I’ve specifically followed to see their content. So it’s a it’s a search thing. How are brands you just mentioned that brands are having to look at different metrics and parameters so that they can know what’s gonna be an effective campaign or how it’s gonna, you know, how it’s gonna go. What are they looking at differently versus, like, follower count and all that all that stuff that they did before?

Justin Moore [00:07:27]:
I mean, there’s there’s definitely a flight to, what I would call kind of hyper, niche creators and and media companies where, you know, even though this person may not be getting millions of views or even hundreds of thousands of views, if they have a very specific focus of their content, especially or or their audience, psychographics, essentially Mhmm. They’re willing to invest in in those kind of smaller creators, because it feels as though it’s a more reliable, vehicle for the investment. I can I can share a quick, like, actual story, like, real anecdote of of how this works? So I have a coaching client of mine. Her name is doctor Alex, and she runs a business called Digital Pathology Place. So she has a podcast, very large LinkedIn following, newsletter, etcetera. And so, again, she digital pathology is like how how much more niche can you get. Right? She is a veterinarian, like a doctor. And so she’s not getting, you know, tens of thousands of views.

Justin Moore [00:08:26]:
She’s getting thousands, maybe hundreds, per episode on her podcast. But who’s in the audience? It’s the veterinarians, the physicians, the lab technicians, the people who work at these medical devices companies and things like that. And so you’re sitting here thinking that you go and you look at these advertisers who are these big biopharmaceutical companies or medical device companies and they’re like, okay, we’ve got a hundred million dollars to spend on advertising. Where are we gonna spend this money? And so that it’s kinda like, you think about it. It’s crazy. Like, it’s, like, kinda hard to spend this money because it has to go after a really niche audience. Right? And so they look at someone like doctor Alex, and they’re just backing up a dump truck full of, you know, money under her driveway, and they’re like, how can we work with you? Sponsor your podcast. You know, sponsor your LinkedIn.

Justin Moore [00:09:09]:
Like, hey. Can we fly you out to our our industry trade show, the biggest trade show in our conference, and be in our booth and, like, do a meet and greet and kinda be an ambassador. And so there’s all these really interesting partnership opportunities that she’s being afforded not because of her following on social media or how many people were, like, listening to her podcast. It’s because of who she represents in her industry. And so I think that this is this is actually the majority of the types of people that I work with is these folks who have a very specific, niche, and, they have these really interesting partnership opportunities that they’re forging that may not necessarily conform to a standard brand deal.

Jennie Wright [00:09:48]:
That fascinates me. That is okay. I’ve been I have been preaching for over a decade that the size of your list or the size of your following shouldn’t matter as much as the quality of the people in it. And back when I started, everybody was like, oh, you can’t be on my summit or you can’t be part of my thing unless you have a 5,000 person email list. And I felt that that that number was so arbitrary and I felt like it was incredibly unfair. And the reason being is I started a 6 figure business with three fifty eight people on my email list. I didn’t need 5,000 people. I’m very niched in and a lot of people are.

Jennie Wright [00:10:24]:
And I was able to make the money basically from being completely niched in and, and, you know, building up a brand that way. Right. And so when I hear you say this, it’s very validating to hear that in the space of like in social and with these brands that they’re looking for a niche in people like doctor. Alex sounds awesome. I might even check that podcast out even though I have no in like, I have no relation to it, but it just sounds cool. But it is incredibly interesting to me that brands are recognizing the individuality that people are creating within their small communities and how that can be a standout for brand influence.

Justin Moore [00:10:59]:
%. And it’s funny you mentioned the 5,000, you know, list minimum to be on these summits. Yeah. A lot of creators and media companies have experienced a very similar conversation when they’ve tried to reach out to brands or companies and say, hey. We’d love to partner with you. And they’re like, we only work with people who have 10,000 followers or, you know, a certain size of the audience. And so there’s a lot I think there’s a lot of parallels here for sure.

Jennie Wright [00:11:21]:
%. Absolutely. I I get to work I’m very lucky. I get to work with some SaaS companies that sponsor some of the work that I do with my clients and they don’t care about the size. They care about the people that are in it. And so you get companies like ECAM, which is a, you know, a software company that I just adore. And they’re like, no, we don’t care about the size. We care about the people in it.

Jennie Wright [00:11:43]:
And so sure. We’ll throw some, you know, throw some sponsorship stuff your way and get in front of those customers. And they love it. I mean, it’s, it’s worked out really, really well for them because they’ve kind of been a little bit more like gorilla marketing with it, and they’re not being so, snobby about it, perhaps. And I just I just like the fact that the industry is kinda moving that way. I think it’s great.

Justin Moore [00:12:05]:
You know what’s funny is that you’re the second person in in this week who has who is sponsored by Ecamm or has told me about how they are in that way and how awesome they are. And I think this is an important point, actually, which is that regardless of whether you’re a brand or if you’re a creator or a media company Yeah. Or a podcast or newsletter operator, word travels fast about the type of person that you are and the type of relationship the experience working with you. Mhmm. And I talk a lot about, you know, regardless of how big or small your audience size is, there’s a lot that you can do to endear yourself to prospective partners that have nothing to do with how large your audience is. A lot of it is this small game stuff. Right? It’s the, like, professionalism. It’s the responsiveness.

Justin Moore [00:12:50]:
It’s like being easy to work with. If they come back with a few edits or revisions on the work this that you’re about to bring to life and you you don’t be like, how dare you violate my creative genius? You say, sure. No problem. I’ll takes thirty thirty seconds to record a new voice over. Not a big deal. And, again, like, I have had I’ve had the experience of working with people like that. It’s Yep. Crazy.

Justin Moore [00:13:11]:
They’re so shortsighted, and they’re just, you know, they I’m never gonna hire that person again, you know, when I ran this agency because it was just a nightmare to to deal with them. And so, I think not enough people realize that there’s so much power in forging these relationships because, ultimately, that’s gonna lead to renewals and more money for you down the line.

Jennie Wright [00:13:28]:
Completely. Completely. And I’ve I I don’t know if you agree with me, but I’m I I really think that 2025, because everything is in such flux and we have so much chaos with the, you know, the social platforms. Right? We lost TikTok for twelve hours. Right? Everybody started going over to, you know, Lemonade and Blue Sky and RedNote and everything else. And then TikTok comes back and their base, you know, the the funny thing about those last this is my last video on TikTok. So I’m just gonna tell like, I’m gonna spill the tea and then they’re back twelve hours later. Right.

Jennie Wright [00:13:55]:
But, what I what I find fascinating is with that chaos, building community is so important, right? And having the followership either in your email list or on your sub stack or some way to have a newsletter is vitally important and not never so much so, I think, as this year because of everything that’s just been so blatantly chaotic.

Justin Moore [00:14:21]:
Yeah. I mean, let’s talk about another huge trend, which is just AI. You know? Because I think that there’s, like, a you know, there’s going to be a already is, but even more so, just a massive proliferation in the amount of, AI generated content that’s going to flood all of our feeds over the next year or two. And, you know, you’ve seen these things about, oh, AI influencers and, like, who’s gonna need creators anymore? We can you just, like you know, this this is like a AI program, and, like, you could Photoshop them holding your product and talking about it and all this stuff. Right? And so there’s I, you know, I follow all these all these kind of crazy threads on x and things like that. And, you know, I think that well, number one, I think that there’s I have two predictions. Number one, there is going to be a subset a nontrivial subset of the human population, I think, that is going to reject a lot of that. They’re gonna say, I don’t want anything to do with AI.

Justin Moore [00:15:12]:
Like, I want real human authentic connection. And if I see a badge on this post on social media that says this is AI enhanced or whatever, I’m gonna block it. I’m gonna mute it. I don’t wanna have anything to do with AI. And so I think there is gonna be this big contingent of the human population who rejects that this stuff. Sure. The second thing I’ll say is similar to your point about building community. This is why, candidly, I wrote the book and why I’m launching an in person event because I think that, being able to take those relationships out of the Internet and build them in person is going to be one, insulation, you know, guarantee, that people can have, to establish these real connections in person.

Justin Moore [00:15:56]:
And so, I don’t have all the answers, honestly. Like, you know, I think a lot of people’s businesses are gonna be disrupted, but I I think it kinda comes back to those core principles about what people want, which is real authentic connection. And what can you do in your business to, help safeguard that?

Jennie Wright [00:16:13]:
I have two questions, and then I have a follow-up. And question number one is about the book. Question number two is about the in person event. And then my third question is how you perceive all those to happen. So how long have you how long did you work on the book? And if you’re not watching this and you’re listening, it’s called Sponsor Magnet and it came out when?

Justin Moore [00:16:32]:
It came out on January 21.

Jennie Wright [00:16:34]:
Okay. Very, very recently.

Justin Moore [00:16:36]:
Yeah. Awesome. Yeah. And so I started writing out on February 1. I know this because, it was a it was a herculean effort to this was 02/01/2024 for anyone listening in a in a future year. Yeah. And it was a herculean effort to change everything around in my life and business to make that happen because I had my business I’m so busy. I’m doing so many different things, and I was like, am I really gonna carve out time in my life to to write this book? Because there’s a lot of things I could have done instead.

Justin Moore [00:17:05]:
Right? There’s always this opportunity cost calculation you have to make as a business owner. And so I for me, it was like, okay. I’m gonna I have to write two hours a day. I have to have a sacred block where I’m not doing anything for the next year, basically.

Jennie Wright [00:17:18]:
Two hours a day. Oh my god.

Justin Moore [00:17:20]:
Two hours a day. So so I blocked off from nine to eleven AM Pacific every day for seven months, and I wrote the book. I wrote the book in that time, and it was sacred. I had this I bought this two hour hourglass, Jenny. It was, like, huge. It was, like, this big, and I just literally DND’d everything, turned off everything, and just, like, flipped this giant hourglass, and I couldn’t get up until it was empty. All the sand was was had poured out of it. And so that.

Justin Moore [00:17:45]:
It was crazy. It was crazy, but, you know, I’m I’m so glad I did it.

Jennie Wright [00:17:49]:
Yeah. Absolutely. I mean, I it is a herculean effort. I would love to do it. I’m I’m at the stage you were before February 1 wondering how the heck, that is even going to happen. But I I mean, I guess you just have to make it a priority and make it happen. So, you know

Justin Moore [00:18:03]:
You have to have so here’s the thing. Not only do you have to have conviction about what you wanna write about, like, this thing needs to exist, and feel so driven from an impact perspective. But I do also think that, especially if you’re someone listening who has is kind of owning a corner of the Internet or owning the corner of your market, with whatever you’re talking about, that’s very much how I felt. I was like, you know what? There’s no one really talking about sponsorships the way that I am. And if I think about because let’s talk about first principles. Really what happened, Jenny, was I was thinking of, okay, when I first got into this and I started teaching people, I started coaching and I had a course and all that, I was like, I’m gonna teach people over video because that’s that’s how I learned. So I guess I’m gonna do some videos. Right? And so what I quickly learned is people was like, oh, these are great, but I really wish I could read more about that framework that you talked about.

Justin Moore [00:18:58]:
And I was like, okay. Well, let me turn my videos into blog posts. Okay. And then I had someone say, you know, I really I would love to, like, listen to this stuff in the car on my commute because I can’t pull up YouTube. I was like, okay. Let me start a podcast. Alright. So I started a podcast.

Justin Moore [00:19:10]:
And then I was like, okay. What are all these other learning styles that people, you know, I I said, okay. Short form. Right? I’m gonna go on Instagram. I’m gonna go on TikTok. Next one. What’s another big way people learn? A book. What’s another big way a lot of people learn? Being in person and learning having a real time experiential thing.

Justin Moore [00:19:28]:
And so a lot of it was like, okay. I’m just, like, slowly building out the creator wizard cinematic universe, I guess, you know, and, and trying to cater to to people’s different learning styles.

Jennie Wright [00:19:38]:
Okay. So that answered my second question, which was, like, why the in person event? But tell me when is this happening.

Justin Moore [00:19:43]:
So it’s March 16 to the nineteenth ’20 ’20 ‘5 in San Antonio, Texas. It’s called sponsor games. You’re gonna love this. Okay? Because, you know, I’ve been going to in person kind of creator focused conferences for years, like, a decade plus. And every time I would go to these events, there’d be, like, one or maybe two talks about partnerships. And, like, my wife and I this is, like, the number one way we were making money. And, like, same with all our friends. And I was like, why is there not more talks about this? This is crazy.

Justin Moore [00:20:08]:
It’s all about audience growth and engagement. It’s great, but, like, come on. Can we talk about sponsorships here? And so for years, I was like, man, I just wish there was an event focused on this thing. And finally, I was just like, I guess I guess it’s me. I guess I have to be the one to do this. And so, basically, it’s an it’s kind of an anti conference. There’s no keynotes, no workshops, no panels. I’m turning my eight step sponsorship wheel framework that I talk about in my book Sponsor Magnet into eight games that you’re gonna play to actually learn and master the concepts.

Justin Moore [00:20:35]:
And eight finalists from these games are going to advance to the sponsor tank, where there’s gonna be a panel of real influencer marketing managers at brands, and you’re gonna do your pitches, and one person is gonna walk away with 5 k in cash. So I’m I’m so excited. It’s gonna be a blast.

Jennie Wright [00:20:52]:
And and you just dipped into a new learning style that people actually like, which is learning through games and educational piece like that as well. Right? That is so perfect. Okay. We’re gonna put that I mean, this is gonna come up before the, the in person events. We’ll we’ll make sure we put a link to it in the show notes so that you have that as well, which will be cool.

Justin Moore [00:21:11]:
Appreciate it. And by the way, if you use Jenny four hundred, you’ll get $400 off your ticket.

Jennie Wright [00:21:18]:
Okay. That would be amazing.

Justin Moore [00:21:20]:
And and if you use Jenny’s promo code, she’s gonna get a 30% commission for your for your registration.

Jennie Wright [00:21:25]:
That would be fantastic. Alright. So we’re gonna put that in the show notes. Absolutely. And use use the code Jenny, j e n n I e four hundred. And there you go. You get a great ticket at a reduced price. You’re very welcome.

Jennie Wright [00:21:39]:
I didn’t even know this was gonna happen.

Justin Moore [00:21:40]:
No. I just sprung that on you. I hope that’s okay.

Jennie Wright [00:21:43]:
It’s all good. Sounds perfect to me. Oh, my gosh. Okay. Before we kind of wrap up, I have to ask this, and I’m sure you’ve been asked it a million million times, but let’s see if we can spin it into a fun and different thing. Yeah. If a creator or an entrepreneur is looking to get into getting their first paid deal or figure out how they can get these sponsorships going, what is the first step they should take? What’s your best piece of advice?

Justin Moore [00:22:06]:
Alright. Let me tell you what not to do, which is what most people think the first step what what most people think the first step is, which is they sit alone in their room and they try to just imagine who are the brands that I should reach out to. And they think, okay. I use these five software programs or I use this equipment or I just the five most obvious products or brands that I use personally Sure. Which is not a good criteria. Because if you reach out to them and you say, hey, I love your brand. I love your software. I love your service.

Justin Moore [00:22:33]:
I’ve been using it for three years. Would love to collaborate with you. I’ve got this large audience, whatever. The brand instantly deletes your email. Number one, they don’t know who you are. Number two, there’s lots of people with large followings on the Internet. And that’s what every person says to them that, oh, I love your brand. I’ve been using it all the time.

Justin Moore [00:22:49]:
That’s that’s I I know this because I’ve been on the receiving end of hundreds and hundreds of pitches like this

Jennie Wright [00:22:54]:
Yeah.

Justin Moore [00:22:54]:
When I ran the agency. And so don’t do that. That’s number one mistake. Don’t do that. A much better exercise is realizing that sponsorships are not about you, actually. You liking it is table stakes. What you need to understand and ascertain is what brands and products and services will serve your audience and help them improve their life and their business. And so, basically, the exercise that I encourage people to do is send out a survey to their audience, whether it’s on their newsletter, a Google form type form, whatever.

Justin Moore [00:23:27]:
Maybe it’s on your Instagram stories with the little sticker questionnaire or whatever, YouTube community post, whatever, and you say, hey. I wanna learn more about you. You know, I’m planning out my content strategy for 2025. And I yeah. I can see the demographics. You know, I see that on the platforms, but I wanna know more about you. What types of jobs do you have? Are you married? Do you have kids? What’s keeping you up at night? What problems do you have? What brands and products and services are you using and loving right now? Are there any products that you wish that I offer that I don’t? Is there anyone that you’d love to see me collaborate with in this industry and why? There’s so much that you can learn from asking just a simple six or seven question. And then, of course, you can add a a a question or two about something related to your industry or something.

Justin Moore [00:24:09]:
But there’s so much so many interesting things that you can learn from this strategy. Let’s say, for example, Jenny, you did this. You you did a sent out this psychographic survey, which I’m so sure you’ve done stuff like this before. But let’s say you get responses back and you realize, like, wow. I didn’t realize 35% of my newsletter audience has a brick and mortar store. Wow. Here I was thinking that everyone was like an online entrepreneur or course creator or list builder or membership owner or something. Right? But, wow, all these people are following because they wanna build their newsletter so that they can, you know, grow their foot traffic into their franchise locations, six franchise locations around Houston or something.

Justin Moore [00:24:47]:
And you ask them about the problems that they’re experiencing in there, and they say something like, I don’t know, I’m having a hard time reconciling ecommerce inventory and in store inventory. I don’t know. And you’re like, wow. That’s not something either. I don’t have a product to help you with that. I don’t have coaching or courses or whatever. But if it’s, you know, semi related to the types of business challenges that I serve my audience with, maybe I should go out there and forge a partnership with, like, I don’t know, Square or Shopify who has, like, a point of sale solution for something like that. And, wow, that’s so beautiful because now it’s not just about me lining my pockets as a creator.

Justin Moore [00:25:25]:
It’s about going out there and serving my audience and helping them with an actual problem in their in their life and their business. And you know what the beautiful part about this, Jenny, is that that pitch is so much better now. When you reach out to Square, you’re not like, oh, I love your tool. It’s, hey. I’ve got 40% of my audience who’s having an acute issue with this thing that your product solves. I would love to expose my full audience to, you know, your brand or your product. And so, wow, it’s just a game changer.

Jennie Wright [00:25:52]:
I can imagine. I can imagine that pitch would be completely different and would get the attention because now you’ve, you’ve actually done that first step of work for the brand by telling them exactly also a little bit of the demographics, like your graphic or whatever, and saying, look, I, you know what? It’s not, it’s not Jenny centric. It’s not Justin centric. It’s people centric about what it is that they’re experiencing. I think that’s fascinating. If I, if I pull my audience and I find out 35% are brick and mortar, that would blow my mind. And now I have to do another survey.

Justin Moore [00:26:22]:
Well, here’s here’s the other thing. I let’s go even a bit deeper on this, which is so this this philosophy about surveying your audience, I call it audience first offers. And I call it your PSA, your products, your sponsors, and your alliances. So I imagine probably quite a few people who listen and watch you are in that first bucket. Right? They’re selling things directly

Jennie Wright [00:26:41]:
Yep.

Justin Moore [00:26:42]:
To their audience or their, you know, a customer. So their course is coaching, books, speaking, whatever. And that seems very clear. Like, I’m gonna I’m gonna create something myself that I sell individually. And and you know what? Probably a lot of people are like, I don’t wanna work with sponsors. Why would I talk about a sponsor in my podcast or my newsletter? I can just talk about my own product. I’m gonna make a % of that money. Why would I wanna point that attention as elsewhere? Right? But, again, if you go back to this first principles thing where it’s not about you, it’s not about you making the most amount of money possible, it’s about serving your audience, now you realize, yeah, they’re they’re having issues.

Justin Moore [00:27:12]:
My audience is having issues that I’m never gonna solve with the products that I sell. And so, yeah, I better go out there. It’s my job to go out there and find sponsors that can fill this gap for them. Similarly, that last bucket of alliances terrifies a lot of people because they’re like, well, if I, you know, I’m I realize my audience is having this issue, but I don’t really do coaching for that and there’s not really a sponsor for that. Well, you know what? My friend over here does coaching for that. And my friend is, of course, I better get that person staying offer in front of my audience because, again, it’s not about me. It’s about solving my audience’s problems. And so I think a lot of people don’t do this because they have a scarcity mindset view.

Justin Moore [00:27:46]:
They say, okay. Well, if that person buys that person’s coaching package, they’re not gonna have enough money to buy my coaching package, which is a % false. There’s infinite amount of money in this universe. And when the when that person’s life and business is improved by working with your friend, they’re now gonna think more favorably upon Jenny and you because, wow, she she really and now I feel like I’m finally ready for Jenny’s coaching package because my business is better. And so the the the secret to all this is that you’ll actually make more money in the end.

Jennie Wright [00:28:14]:
I completely agree. I completely agree. And also there’s the caveat of, you know what, if my friend is better helping them, then they probably weren’t the right customer for me at the time. Mhmm. Right? And so you, you can’t be all things to all people. I, that’s why I think niching in is hyper important, like right down to just the, like, almost the hyperbole of just being like super, super tight with your niche. And because, you know, everybody talks about like blue ocean, red ocean. Nobody does it exactly like you do.

Jennie Wright [00:28:44]:
Like you said, nobody does sponsors, you know, talks about sponsorships the way that you do, even though there’s other people in the field, but nobody talks about the exact same way as you or as you and your wife or whatnot. And so that’s the important part. That’s the part that I love because the message is unique. Which is fantastic. Oh my gosh. Okay.

Justin Moore [00:29:04]:
A %.

Jennie Wright [00:29:05]:
Yes. Too much fun here. We’re going to get this wrapped up simply because I could probably chat with you for a long time about this. But what I do want to say is, and I’m gonna spring this on you because you spring it on me, is, once your live event is over, I do wanna reinterview you. I wanna talk to you about the event afterwards, but I wanna talk about metrics. I wanna talk about how it went and, like, break into the minutiae of your actual in person event. Would you do that?

Justin Moore [00:29:29]:
I would be more than happy to. I’ll just be totally honest. Like, I’m petrified of this whole thing, to be honest, because, number one, it’s the most amount of money I’ve ever personally, like, committed, like, put down on the line. You know, I’m spending north of 50 k putting this event on. And, but I have so much conviction that this is, like, the a a direction that that not only that this event needs to exist and that there’s a huge hunger and appetite for for this type of knowledge, but I just feel like, I don’t know. The people that I’ve admired the most throughout my life have basically decided, like, this thing needs to exist. Even if I’m gonna lose a bit of money, which I hope I hope I don’t, but, you know, even if I do, it’s still worth it to me. And I feel like anyone listening to this, if there’s something like that in your life or your business where it’s like this big audacious project that you want to launch, but you just feel like, I just I don’t know.

Justin Moore [00:30:20]:
It feels like a stretch or a risk. My friend Jay Klaus said this to me one time when I told him that I was, like, fearful about all this. And he was just like, you know, one of the reasons why there’s certain people that have really big outcomes in their life and business is because they’re willing to take big swings like this. Because most people are not most people are not willing to do this. And so, I think a lot of people just will respect that about just trying to bring things into the universe and hopefully get behind the message.

Jennie Wright [00:30:47]:
Yeah. Absolutely. Fully believe that. I planned in person events for some of my clients and it takes it is a big, hairy, audacious goal for a lot of them and they but you get a lot out of it. And some of it’s not necessarily tangible, like right in the bank account. Some of it is partnerships or some of it’s, you know, being able to then get other speaking gigs or whatever it is. And, but it grows like it, it creates its own opportunities. And the second time and the third time, it just keeps on growing.

Jennie Wright [00:31:15]:
And so I wish you all the luck. I’m sure you’ll be absolutely fine. And it will be perfect and great. And even if even the things that aren’t perfect and great will still be awesome.

Justin Moore [00:31:25]:
You know what I mean?

Jennie Wright [00:31:26]:
Like there’ll still be that learning opportunity as long as the rigging doesn’t fall knock on wood. Right.

Justin Moore [00:31:32]:
I appreciate that.

Jennie Wright [00:31:33]:
And the caterer doesn’t forget to feature people. That’s these are the big things. The little stuff is the little stuff.

Justin Moore [00:31:38]:
%.

Jennie Wright [00:31:39]:
Absolutely. Awesome. How can people find you, get in touch with you, and learn more about what it is that you do?

Justin Moore [00:31:45]:
Yeah. Well, first of all, thanks again, Jenny. This was such a great conversation and and a bit different than I I’ve actually done over the last several months. I appreciate that very much. Sponsormagnet.com is the best place. I’ve got the book there. We we it was just, like, scratching the surface, this conversation, the things I talk about in the book. And and especially if, again, if you were someone who you listen all the way through this and you’re still on the fence, you’re like, I I don’t know.

Justin Moore [00:32:10]:
Like, this I don’t know if I wanna actually do sponsorships. I really still would encourage you to pick up the book, for, honestly, a relatively modest investment. Like, it will provide you an alternative perspective of realizing, like, maybe this could be something for you. And that’s, I think, probably the thing I’m most excited about about having the book in the universe now. Yeah. Sponsormagnet.com.

Jennie Wright [00:32:31]:
Absolutely. We’ll make sure that’s in the show notes. And that’s also will that also be the link to the in person, or is that a different

Justin Moore [00:32:36]:
so the in person event is sponsoredgames.com, but we’re gonna we’re gonna put the link special link for you in the in the, in the info box with the promo code.

Jennie Wright [00:32:44]:
Yay. Perfect. Awesome. Thank you so much, Justin. This has been, super fun. It absolutely was not the conversation I wasn’t even anticipating, which actually makes it more fun, because all the questions that I had kind of prepared went out the window, and those are the best conversations. So I really appreciate it. Thank you so much.

Justin Moore [00:33:00]:
Thanks again.

Jennie Wright [00:33:01]:
Absolutely. And if you listen this far, yay, congrats. You made it to the end. And if you’re not already following the Acquire podcast, why not? I have got some great episodes with amazing guests, just like Justin coming up soon. And also my little solo episodes, which have lately been quite pithy and fun for me. Hopefully you’re enjoying them. So go ahead and follow the podcast wherever it is that you’re listening and feel free to drop me a comment or a review. I would love to hear more about what it is that I’m doing to support you.

Jennie Wright [00:33:29]:
Because as Justin said, it’s all about you, not me. So thank you so much for listening and we’ll talk to y’all soon.