🧙‍♂️ Why do brands only care about conversions?

Hey there,

On Friday, I hosted the kick-off call for my 7-Day Pitch Challenge and WOW!

The energy+excitement from these creators was off the charts 📈

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During the Q&A, one creator shared a big mental block that he felt was preventing him from pitching: brands in his niche seem to prioritize conversions above all else.

He's getting "good" views but wasn't generating "good" sales numbers.

"Has any past brand partner actually told you they weren't happy with your performance?" I asked.

"No, but every time I speak with a new potential brand and I send my metrics, they immediately seem less interested."

Hmm.

So, he's left wondering...

How on earth can he have the confidence to pitch brands cold, if the brands that are coming to him warm turn...lukewarm so quickly?

I gave him two pieces of advice:

1. Don't assume all brands hate you

Just because a brand didn't say, "this campaign went awesome..."

Doesn't mean they're throwing darts at a picture of your face in their office.

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I also shared this anecdote from Nick Nimmin.

tl;dw: Nick thought a campaign he did with a brand went poorly (because they didn't reach back out).

When he spoke to them a year later, they said it actually went great, and had he emailed them, they probably would've hired him again. 🤦‍♂️

So, I told this creator that winning repeat deals with past partners is often much easier than doing a dog & pony show to convince new brands that you're worthy.

2. Think outside your niche

The cold truth is that brands are insanely myopic in some industries and verticals.

They care only about conversions and view working with creators as a bottom-of-funnel advertising tactic, end of story.

Very little you say will change their minds.

So, I told this creator that rather than banging his head against a wall...

Try opening a window.​

tl;dr: You need to stop being insanely myopic about which brands "fit" with your content.

It's not about you. It's about how you can serve your audience and help improve their lives.

✌️ -Justin