From Pen to Profit—Steps to Win Sponsors and Elevate Your Writing Revenue
A beginner's guide to attracting sponsors and dollars
(See what I did with that title—Pen2Profit? Mercy, I AM clever—a legend in my own mind.)
I frequently hear that developing paid subscribers is frustrating and time-consuming. It is. But it's far from the only way to earn money by way of your writing. This episode digs into securing a sponsor for your writing, which can be a great way to monetize your content. Let's look at some steps to persuade companies to underwrite your efforts.
There's nothing like a strong passive revenue stream to brighten your day. This has worked for me—it's not instant, but a bit of time and effort with the right focus will put pennies in your piggy.
First things first—it isn't get rich quick
It is unlikely that anyone can persuade a company or a major entrepreneur to dole out cash that brings no return. Before you can milk a cash cow, you have to feed the beast. Don't skip the preliminaries.
You'll need a strong audience—not necessarily huge, but you'll have to show the prospective advertiser that your work interests and engages people. I'm thinking most of you have a credible readership. Continue building the numbers by creating high-quality, engaging content that either entertains or solves problems for your audience. Doing both is better yet. Sensors think like this: "If your loyal and engaged audience believes in you, they will follow your advice.
Use SEO, social media, and email marketing to increase your traffic and reach. See how other writers have found growth success. Don't give up; it's a process.
Once you land a sponsorship, you have to let your audience know of the relationship.
Go find exactly the right sponsor(s)
I once had a tech blog with fewer than 500 followers. I proved that they consistently interacted with me, asked for advice, and commented on my content. I landed Nintendo, Apple, and a local computer dealer—all were willing to jump on board early since they saw trending growth. They liked my media kit.
Create a media kit (yes, you can)
Create a one-sheet that showcases your best stats including traffic data, audience demographics, social media following, and engagement metrics. If you've worked with sponsors before, mention these collaborations and any positive outcomes. Get a professional-looking business card. Add your best article or story, a brief bio, and a rate card (you can find out how by searching).
Identify your target sponsors
Think about brands or companies that align with your topics and values. Browse the web, think of products you love, or look at sites like AspireIQ, FameBit, Real Clever, Intellifluence, and BrandSnob that help connect you with brands actively seeking marketing partnerships.
Check if they've sponsored similar blogs or influencers in the past. Don't just rely on the internet. If you're serious about earning money, go to industry events, conferences, and meetups to network with potential sponsors. Try visiting a local business club like Dawnbreakers or chambers of commerce.
Craft a compelling pitch
Do a little research to find out who makes advertising decisions—a marketing person, PR team, or the owner. Use platforms like LinkedIn to connect with potential sponsors and share your media kit.
Make contact by email, in person, or by phone (phone is the least likely to be productive). Address the decision maker by name and explain why you think a partnership would be mutually beneficial. You can read various books and websites that address this.
Follow up if you don't hear back within a week.
Clearly and concisely outline what you can offer, such as sponsored posts, social media mentions, product blurbs, or product reviews. Some people place ads on their sites or blogs, but it's essential to make them unobtrusive and pleasant so you don't annoy your subscribers.
While you're thinking about sponsors, consider affiliate sales—we'll address that idea in an upcoming episode.
Approach negotiations professionally and be open to compromise. Give a little to get a little. Negotiate. Before you agree to anything, make certain you and they understand the scope of the sponsorship, deliverables, and payment terms.
Make sure to nurture your relationships with sponsors
Unless you want to tank your credibility across the board, stay true to your voice and your goals. All sponsored content must align with your tone and style. Don't hook up with sponsors you don't respect. And always disclose sponsored content to maintain trust with your audience.
Once the sponsorship is established, follow up with the sponsor to discuss the results and express your appreciation. Aim to build lasting relationships with sponsors so they stay with you or come back again and again.
My best advice? Grow, plan, and get to it. Don't tell yourself you're not cool enough or big enough to get a sponsor. Expand your thinking and imagine how you could promote a given product or service.
Digest this: some major companies love to work with micro-influencers—and you might just be one. LaCroix and Audible come to mind. Both companies understand that their kind of customer is likely to respond to smaller-scale promotions. Take a first step.
Question: What do you write about that could fit in with a product or service or company?
Some interesting avenues to try, Maryan. Thank you.
Inspiring! Thanks for sharing!