How do you ask for brand deals
How do you ask for brand deals? Are you ready to turn your influence into income? Asking for brand collaborations can feel intimidating, but it doesn’t have to be. Whether you’re just starting out or looking to level up your collaborations, nailing your pitch is key to landing those coveted partnerships.
There’s definitely a significant shift underway as more influencers and content creators take charge of their own destiny by managing brand deals independently. This evolving trend reflects a desire for autonomy and a keen understanding of the influencer’s unique value in the digital landscape.
What’s exciting for me about this, even as a talent manager, is it means the Industry is growing and improving. It means that more and more brands are turning to digital marketing to expand their reach & improve their bottom line.
As someone who’s helped influencers like you secure amazing deals, I’m here to guide you through the process, sharing insider tips that will boost your confidence and get you the “yes” you’re aiming for.
What do you need to get brand deals as an influencer
To secure brand deals as an influencer, you need a few things to get started and set you up for success. First and foremost, you need a strong online presence and a clearly defined personal brand that sets you apart in your niche. How do you stand out? Why are people flocking to your content online? Here’s how to find your niche as an Influencer.
It’s essential to have an engaged audience—brands want to see that your followers trust and interact with your content, not just your follower count. How many followers do you need to be an influencer?
If you’re just getting started growing your Instagram following, read this article about how to get 10k followers on Instagram.
An Influencer media kit is also a key part of your success to land more brand deals. A media kit serves as your resume, showcasing your bio, audience demographics, engagement stats, past collaborations, and content examples. Think of it like your cheerleader in rooms & conversations that you’re not a part of nor can’t access.
High-quality, consistent content is key, as brands look for influencers who can create visually compelling and authentic stories that resonate with their values. How do you stop the scroll?
Additionally, having solid networking and outreach skills can make all the difference, as sometimes you need to take the initiative and pitch yourself to brands. Once you get more established and successful, perhaps you should get an Influencer Talent Manager like myself. Until then, you’ll need to approach brands for paid collaborations. Being consistent, reliable, and professional in your dealings will help you build strong, long-term partnerships
How to contact potential sponsors and get brand deals
To contact potential sponsors and secure brand deals, start by identifying brands that align with your niche and audience. What brands and products do you use daily or weekly? What things have you been brand loyal to for years that align with your niche and content? Start with the obvious. Take a pen and paper and walk around your home, going through your regular daily routines and jot down everything you use.
Then use tools like Instagram, LinkedIn, or influencer platforms to find the right contacts—usually in the brand’s PR or marketing department. You’ll have to be persistent here to find someone and to find the right someone. You’re looking for the person who oversees the brand’s Influencer Marketing or Digital Marketing.
Once you have the right email address, craft a personalized pitch that includes a strong subject line to grab their attention. In your email, introduce yourself, highlight your relevant achievements, and explain how a partnership would benefit the brand, citing specific examples from your past work.
Attach your media kit, showcasing your audience demographics, engagement rates, and examples of previous collaborations. Be clear about what you’re asking for, whether it’s a sponsored post, product review, or something more creative. End your email with a call to action, such as suggesting a meeting or asking for the next steps. If you don’t get a response within a week or two, send a polite follow-up email to keep the conversation going
PRO TIP : Never underestimate the power of Google AND asking around in your network to figure out emails and contact information for people working on campaigns.
Customizing your approach for each brand is equally important. Tailor your communication to reflect a deep understanding of the brand’s ethos, ensuring that your pitch is a seamless fit within their marketing narrative. If a brand is very family friendly, don’t come in hot like a drunk Andy Cohen on NYE!
Be smart and do your research ahead of time. Every outreach must be a personalized approach to the brand. That will increase the likelihood of securing brand deals that resonate with your audience. Brands like to know you’ve done your research!
Rinse, lather and repeat.
Identifying brands to collaborate with
Make a list of the top 50 brands you’d want to work with. Follow them all on social media and start engaging with their content. Comment on their posts & reshare them to your social media, making sure to tag the brand when you do that.
Research who else tags them in content to learn if they do influencer marketing or not. If yes, slide into their DMs and ask if they have any upcoming influencer campaigns on the horizon. Mention you’d like to be considered and who do you need to speak with about that.
Use a shorter version of the pitch examples below so they have some info on you. Make your pitch about them not you! What do you bring to the table to help them reach new audience and/or sell more products?
How to pitch brands for sponsorships
The anatomy of a successful pitch begins with understanding the brand’s goals and values. Research the brand thoroughly, understand their mission, target audience, and marketing objectives. Look at their past campaigns, comment and engage on that content.
Your pitch should make sense, show that you’ve done your research and be a selling point to them. Why should they choose to partner with you? What do you bring to the table? Emphasizing your unique selling points and differentiators is equally crucial. Showcase what sets you apart from other influencers – whether it’s your storytelling prowess, engagement rates, or a distinctive aesthetic.
Remember, no matter what you think, you are NOT their #1 fan. Guaranteed. You (and 948309480 other influencers) are the most perfect partner. Am I being sarcastic? Yes. I’m reminding you that your pitch will land in their inbox along with 12, 45 or over 100…..for that day.
Highlighting why you not only strengthens your pitch but also communicates the exclusive value you bring to the collaboration. A successful pitch captures the brand’s attention and lays the groundwork for a partnership that is not only profitable but also authentically resonant with your influencer identity.
For me, I value the success of a pitch on whether I get a follow up email or call. You are NOT going to get a collaboration from one email to the brand. It takes time and you have to play the long game. Trust me when I say that no agency is sitting around with a pot of money and no ideas on what to do, just waiting for your email. Their budgets & campaigns are set months in advance. A first measure of the success of your pitch is to get a positive response from them.
Key elements to include in your influencer pitch
Engaging Subject Line: You are competing with a lot of emails in someone’s inbox. Grab attention right away with a concise, relevant, and intriguing subject line that makes the recipient want to open your email ASAP.
Personalized Introduction: Always open the email with the person’s name and some personal note that shows you’ve done your research. It could be a nod to a recent campaign or a personal anecdote about their brand.
Brief Background: Introduce yourself and your brand. Include your niche, key achievements, and a brief description of your audience to establish credibility.
Value Proposition: Highlight what makes you unique and how your collaboration can benefit the brand. Why you? Focus on the value you bring, such as your engagement rates, audience demographics, or any successful past collaborations that are relevant to their brand.
Specific Collaboration Ideas: Offer concrete ideas or examples of how you envision working together. Tailor these suggestions to the brand’s goals and audience, showing that you’ve thought about how to fit into their strategy. Keep it short.
Social Proof: Include evidence of your influence, such as past brand partnerships, testimonials, media features, or metrics that demonstrate your reach and engagement.
Media Kit Attachment: Attach a professional media kit that provides a more detailed look at your audience, statistics, and examples of your work. Make sure it’s visually appealing and easy to navigate.
Clear Call to Action: End with a clear and actionable next step, whether it’s scheduling a meeting, discussing terms, or asking for their availability to chat further.
Professional Sign-Off: Close your pitch with a polite and professional sign-off, including your full name, title, and contact information.
Examples of how to ask for brand deals
Now that you have an understanding of the key elements to include in your pitch, it’s time to see these strategies in action. Next up, we’ll dive into real-life examples of how to effectively ask for brand deals, showcasing different approaches to suit various brand personalities and influencer styles. I recommend you don’t copy word for word but use them to find inspiration and structure on how to craft your pitch.
Quick and Very Funny Brand Pitch
When to use this pitch : This is a great one to use to catch someone’s attention. It’s also fantastic to use when it really aligns with either your brand OR a recent funny viral campaign of theirs.
Subject: Let’s Make Your Brand Go Viral (No, Not Like That Coughing Cat)
Hey [Brand Name] team!
I hope this message finds you caffeinated and ready for some wild ideas. I’m [Your Name], the maestro behind [Your Handle], and I’m on a mission to make your brand the talk of the internet town. Think of me as the Gandalf of influencers – with a dash of humor and a sprinkle of quirkiness.
Your brand and my sense of humor are like peanut butter and jelly – a perfect match because XYZ. I’ve got this crazy idea that involves [product/service], a rubber chicken, and maybe a dance-off. Trust me; it’s going to be epic and have people saying, “Did you see that [Brand Name] collaboration?!”
Here’s a link to one or two of my platforms so you can get a feel for me. Example 1 example 2.
I know your inbox is probably as crowded as Times Square on New Year’s Eve, but I promise this collaboration will be the highlight of your marketing journey.
Let me know who on your team I need to connect with to talk thru my wild idea. I really want to see more people buying your XYZ product because XYZ.
[Your Name]
Professional and to the Point Brand Pitch
When to use this pitch : If your audience is more professional or the brand’s product appeals to a more serious demographic, a polished, professional pitch may resonate better with both the brand and the audience. A professional pitch can help establish credibility and showcase your seriousness about the collaboration.
Subject: Strategic Collaboration Proposal – Elevating [Brand Name]’s Digital Presence
Dear [Brand Name] Team,
I hope this message finds you well. I am [Your Name], the creator behind [Your Handle], with a strong audience following in (your niche that aligns with their target audience). After loving your most recent XYZ campaign, I am impressed with [specific aspect of the brand, e.g., commitment to sustainability or innovative product design] & had to reach out.
Your latest 3 campaigns have been about XYZ which tells me you want to get in front of XYZ audience. That is exactly my community and I’ve been talking about your brand for years (link to examples).
I know you have upcoming campaigns that you’re working on and I’d love to be considered. Who do I need to speak with to share my media kit and ideas?
Thank you for considering me and I look forward to the possibility of working together.
Best regards,
[Your Name]
Longer, More Comprehensive Brand Pitch
When to use this pitch : If a longer one is more your style, this is a great option. Sometimes, depending on the Influencer, you might have a lot of relevant information to share over. Make sure you’re being discerning and not word vomiting all over the recipient.
Subject: Crafting an Authentic Narrative – Collaboration Proposal with [Your Handle]
Dear [Brand Name] Team,
I trust this message finds you amidst a thriving day. My name is [Your Name], the creative force behind [Your Handle], where I curate content centered around [your niche or specific theme]. As an avid follower of [Brand Name], I’ve long admired your commitment to [specific brand values, e.g., sustainability, innovation]. [Link examples where you have organically posted about them.]
After extensive research and analysis, I’ve conceptualized a collaboration that harmoniously integrates my creative approach with [Brand Name]’s unique identity. From my perspective, the synergy between my audience and your brand presents a valuable opportunity to achieve [collaboration objectives, e.g., increased brand awareness, product promotion].
Here’s a peek at some of my past successful collaborations & ideas:
- [link to content]
- [Loose overview of idea and why]
Please find my media kit and links to all my platforms for your review. I know you receive a lot of partner requests and I appreciate you reading mine. Let me know who the best person is to continue the conversation.
Warm regards,
[Your Name]
Pro tip : Send out 2-4 pitches and then stop. I always find edits and improvements once I’ve sent a couple after staring at a draft for so long. Sleep on it before you do your next round.
Common reasons brands reject collaboration proposals and how to fix them
In my many years of experience working with brands on collaborations and pitching brands, I’ve learned there’s a few reasons brands reject collaboration proposals. The pitches aren’t personalized and the Influencer is either mass emailing or copy and pasting the same email to multiple people without changing any information.
Another reason is that the Influencer hasn’t done any research on the brand so there isn’t alignment between the two. Perhaps the Influencer pitches something that the brand is no longer doing. Another reason could be the product was pulled and that information was on their social media. Brands will also reject collaboration proposals if they’re super short with no information or too long and overwhelming.
Truthfully, I don’t have much success with pitching a full, comprehensive proposal. I do what I call planting seeds and then watering them. For me that means, staying in touch with my network. Sharing across ideas and possibilities from my talent of things they’re working on. I work hard to remain top of mind as often as possible with my contacts by staying in touch.
As brands have planned out campaigns and budgets months in advance, I find it hard to pitch collaborations without knowing what their brand and campaign goals are. Brands could reject a proposal because the timing if off. If you want holiday campaigns with a brand, start reaching out in June, not October.
How to Negotiate with a brand
Understanding your value as an influencer is foundational to negotiating terms and compensation that reflect your worth. Craft a fair and competitive pricing strategy that considers your audience reach, engagement rates, and the unique value you bring to collaborations.
Be clear and upfront about what you want from the partnership and what you’re willing to do in exchange for what you ask for. Do your research ahead of time to make sure you understand a bit more about the brand’s marketing strategy. Your research will also help you understand how competitive and aligned your rates are for your account size, content and engagement.
Another important part of negotiation is knowing where and how you’re willing to be flexible with either your rates, your request or any other element of the opportunity. Negotiation is a dance, a conversation, a tennis game where you volley the ball, so to speak back and forth until both sides are pleased.
Throughout the entire process, make sure you’re communicating clearly and focused on the value you bring to the table. Sell them on you & how you’d be an asset to them. Don’t ever hesitate to ask questions if you’re unsure or unclear. That’s my secret weapon to being a fantastic negotiator!
I’ve written A LOT about negotiating with a brand. Here’s an article I recommend for more help, “How to negotiate with a brand”.
The best negotiation strategies for influencer-brand deals
Silence is the best negotiation strategy! After that it’s communication and curiosity. By curiosity, I mean, asking lots of questions to ensure you fully understand the project and all the expectations of it. Timing, budget, SOW, usage, exclusivity to name a few.
I wrote this article, 5 Tips for negotiating better as an influencer to help you out with becoming a better negotiator.
If you’re looking to know what NOT to do when negotiating with a brand, I wrote this article “4 negotiation mistakes to avoid with brands.”
How to nurture long-term relationships with brands for ongoing deals
Stay in touch. Sounds simple but most people overlook keeping in touch. Connect with your contacts on Linkedin. Pay attention to what they post about. Reach out every quarter to check in and say hi. It’s a great way to be top of mind and learn what upcoming campaigns they are working on.
Asking for brand deals requires a blend of strategy, confidence, and creativity. Honestly, it takes a lot of persistence and dedication. By understanding your value, crafting compelling pitches, and mastering negotiation techniques, you can build strong partnerships that elevate both your brand and the companies you collaborate with. With the right patient & consistent approach, you’ll be well on your way to securing more deals and growing your influence.
As soon as you are comfortable asking for brand deals, I recommend you read my article “How to ask for more money from brands“. Good luck!
Pro tip : If you’ve loved this article, sign up for my weekly newsletter HERE. It’s full of industry insights, brand negotiation tips and scripts, events I’m attending, perspective on how to grow your Influencer business and more. I keep it pretty scrappy and real – would love you to join us over there! CLICK HERE TO SIGN UP.