How to land brand deals: a pitching guide for creators and founders
Everybody dreams of landing a brand deal. On this corner of the internet, we don’t wait for brands to find us; we’re proactive about the opportunities we want and build relationships using a process to build a profitable creator business.
It’s easy to say, but how on earth do you do that in practice? How do you make sure you’re top of mind for that next campaign or for the next round of budget allocation? Whether you want to land your first sponsored post on TikTok or you’re a founder who wants to get your next community event sponsored, this guide is a stepping stone to help you land your next brand deal and beyond.
Get clear on the value you have to offer brands
It’s really common to dream about writing the perfect pitch, but then to become flooded with fear and avoidance so sending that email never makes it off the to-do list. I’m a tiny creator who the hell am I to pitch the likes of Netflix, IKEA or Nike? This is where I notice imposter syndrome come up the most.
Keep in mind that brands are predicted to spend $43.9 billion on creator marketing this year, according to the Wall Street Journal. That money isn’t just going to the ones with the largest following. A creator with an audience of 1M+ can create a cultural moment and widespread visibility, but creators who are at 2K-20K are just as valuable for their engaged, tight-knit communities or expertise outside of social media.
Consider this:
How can your content help a brand increase its visibility or drive awareness of its features?
Who is in your audience, and why might a brand want to reach them?
How will your content style and voice bring their product to life?
How to find the right brand contacts
One of the first ways your pitch goes to die is by sending your email to the general@squarespace inbox, hoping that some mysterious person on the other side would read it, eager to respond.
Remember, you’re never pitching Squarespace, the multinational corporation; you’re pitching 1-2 people on the brand or marketing team. This way of thinking reduces imposter syndrome, but it will also encourage you to seek those key people out so you can build a relationship with them directly.
Who in the team is most likely to have budget to support your request?
Can you use LinkedIn to connect with them? It’s always worth sending a connection request and then asking for their direct email.
From their socials, can you get a sense of what the company is interested in?
Engage in their socials, and use what you learn to personalise your emails. This will help build familiarity and warmth before you land in their inbox.
What to include in a pitch email
Your email has to pass the train platform test. Imagine the person you're emailing is standing on a train platform. Their train has just arrived. You’ve got about 10 seconds before they have to elbow their way through the carriage to a good seat. Your email should be concise, skimmable, and have enough clarity that the reader wants to reply to hear more.
Inside Pitch School, I share a bunch of ready-made email templates, but my top tips for a great first email:
Personalisation: 1 line showing that you’ve researched the person or company. Keep it warm and friendly.
1-2 line introduction on who you are, including key metrics or achievements relevant to your request. Consider linking a recent video that captures your content style, or share recent comments from your community.
1-line introduction on why you are sending this email. Do you want to partner with them on your next piece of content? Do you want them to be a headline sponsor of your event? Be clear here
Lastly, make it easy for the reader to know what to do next. Ask if they’re happy for you to share your pitch deck or media kit, or invite them to a quick meeting to discuss your ideas further.
It can be so tempting to overfill the first email with everything you do and have ever done. Not only is this overwhelming for you, but it’s also overwhelming for the reader.
Save any extra info you couldn’t fit into your first email as points of interest you can add to your follow-up emails.
How to Follow up with a brand when they don’t reply
I know you’re dreaming of sending one email and getting a reply within an hour, but the chances are that you’re likely to get a reply on the 3rd-4th follow-up. People are busy; they’re thinking about picking up their kids from school, organising menus for an upcoming brand event, juggling office politics with an upcoming deadline; just because they haven’t replied doesn’t mean they hate you and never want to hear from you again.
Follow up once a week, or more if it’s a time-sensitive request.
Keep your follow-ups light and fun, and avoid the repetitive, ‘hey, have you seen this’
Inside Pitch School, we customise 7 email templates, so you know exactly what to say at each touchpoint. You know you’ve got a strong email workflow when email 5 is as engaging as email 1.
How to negotiate with a brand when they respond
Once a brand replies, consider how you will negotiate your terms and rates so that you can walk away with an outcome that values your work and fits their budgets.
For sponsored posts, does the brand get to use your content until the end of time or just for 30 days? Usage rights define how and for how long a brand can use your content.
Will this partnership restrict you from working with competitors in the space? Usually worked out for 30-90 days; consider charging extra for exclusivity clauses.
Is the brand wanting a very quick turnaround? Are they getting one or more videos? Get clear on the deliverables and where these may increase the final fee.
Remember that negotiating is a normal part of the process and often has very little to do with you as a person and everything to do with the goals and budget the brand is managing.
Ready to take your brand deals to the next level?
Finally get paid for your creativity and join the program that has helped creatives successfully land brand deals with ASOS, Adobe, Squarespace, Huckletree and more.
Learn more about Pitch School: 8-week live course for landing brand deals and speaking opportunities
Pitch Yourself Out There retreat: Join our high-energy 3-day live experience in London for creators and founders who want to uplevel their content and learn how to pitch at the same time. 15th-17th September 2027