550. A Practical Guide to Podcast Sponsorships

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Marc Ronick: Good morning,

podcasters.

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Today is Tuesday, july 14,
2020-six and today,
podcast

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sponsorships: finding the right
sponsor and why
audience trust

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matters more than download
numbers.

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Sponsorship
strategist Lash
Mudali shares the practical

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process any
podcaster can
start using today.

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So if you're listening live on

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share this
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And now give us about 30

seconds, and we'll get things

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rolling.
Thanks for being here.


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The podcasting morning show is
powered by Ironick Media,


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helping podcasters launch,
polish, and grow great shows,


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and by Content creators,
accountant, helping creators


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build real business behind their
content.

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Good morning again,
podcasting
morning show.

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Thank you so much for being
here.

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I am
your host, Mark Ronick,
and currently on stage with me

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my
co-hosts Dr. Fay, Ralphie
Step, BC Babble, Sid Meadows.

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We have
Dan from our audience
as well, and of course our

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guest, who we
will officially
introduce to you momentarily.

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You may have heard
me giggle
during the intro because we sat

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here and asked
Losh how to
pronounce her last name, and I

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said it probably 10
times in a
row.

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And then when it came time to do
it, I know I
butchered it.

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So please forgive me, Losh.
Can you please
pronounce your

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name, and then we will
officially introduce you?

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Losh Moodaley: Hi, everyone.

It's it's Losh Moodaley Marc

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Ronick: Moodaley, yes.
See,
I said that 10 times.

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Moodaley, Moodaley.
Okay, and Losh from
South

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Africa as well.
And just a little note for

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everybody:
tomorrow we are
back doing our news and comment.

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Just wanted to
remind you at
the top of the show we will talk

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about some big
headlines
coming around the world of

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podcasting.
Definitely
one to check out

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tomorrow.
But with that, let me hand it

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over
to Ralph.
Let me let him finish sipping

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his tea, and then hand
it over
to Ralph to officially introduce

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our guest.
Go ahead,
Ralph.

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Good morning.
Ralph Estep Jr.: Well, thank


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you, Marc, and good morning,
everybody.

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So, if you've ever
thought
about finding sponsors for your

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podcast, you might have

quickly run into a bigger

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question: Where do I even begin?



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Do you need 1000s of downloads?
Who should you contact?

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What
should you say?
And how do you approach a

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company without
sounding like
every other person asking them

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for money?
Our guest
today, Lash

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Moodleet, has a practical
process for finding
aligned

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companies, building
relationships, and starting


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those conversations.
Losha spent more than 15 years

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at the
intersection of
entertainment, retail, and

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sport, and has
advised over
550 brands and businesses on how

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to build real
sponsorship
partnerships.

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She's a sponsorship strategist
at
Sponsored, and she just

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published a piece for the

podcast host, laying out a

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simple, repeatable process for

any independent podcaster that

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you can use to land your first

sponsor.

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So, Losh, welcome to the
podcasting morning show.


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Thank you so much for being here
today.

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Losh Moodaley: Thank you, Ralph.



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Hi, everyone.
I'm really excited to to chat on

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this topic because
you know so
many people don't really know

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where to start?
So
when I was working on the

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article for the podcast host,

you know, we just thought that

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the initial conversation and

guiding people through that

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initial phase is actually the

most important thing to touch

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on, and to have a process that

can guide podcasters through

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this, because everybody online

seems to be so confused, they

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don't know where to start.
And
by just simply having this

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process and guiding people

through, I'd like to hope that

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everybody can reach their first
sponsors.

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You know, within the next month
or two months or so.

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Ralph Estep Jr.: All right,

Losh.

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Well, for someone meeting you
for the first time, what do


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you help creators and businesses
do through those sponsorships


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that you're talking about, Losh
Moodaley: Ralph.

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I help
independent podcasters
build sponsorship revenue

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through
direct brand
partnerships.

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Over the last six years, I've

specialized in sponsorship

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strategy, and so I basically

work with creators who have

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already built meaningful

audiences, but remain

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commercially constrained by a

CPM model that's been built

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around selling minutes and not

relationships.

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And what I noticed is that a lot
of
creators are trapped by a

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pricing model that has been

designed for mass market reach.

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Ralph Estep Jr.: Yeah.
Not to
interrupt you, but

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something I talk about on the
show here all
the time.

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It's almost that race for the
bottom when you look at
that

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CPM model.
Now you and I have talked a

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little bit on
LinkedIn about
this, and I know you were on Pod

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News talking
about it as well.
Do you think that's a trap for a

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lot of
independent podcasters
because they feel like they've

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got to
have this certain
number of downloads, but then

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they don't
get to that?
Losh Moodaley: Yes, I feel that

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the industry pushes downloads,
and a lot of podcasters are


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stuck on downloads before
contacting sponsors.

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However,
there are so many
niche podcasts that can make

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meaningful
sponsorship revenue
and build sustainable businesses

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if they
do go directly to
sponsors, perhaps contacting

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local
sponsors, for example,
as opposed to the CPM model,

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which
I think a lot of
creators feel that this is the

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only option
available for
them, and they're not too sure

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how to package
their creative
assets.

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So that's a lot of the work that
I do.

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I
pretty much help creators
with the commercial strategy,

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how to
position their
audience, how to price their

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audience, and
monetization
models, and then how to build

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sponsorship
pipelines, develop
those opportunities, and secure

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aligned brand partnerships.
Because I do feel over and above

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download numbers, there's also
the discussion about alignment.

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If you can find a brand that is

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completely aligned to your

audience, then you can demand

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prices that are way above CPM

rates.

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And another thing I'm really
interested in is branded


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experiences, live events, you
know, things like that.

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Because
I think there's the
industry is at a really pivotal

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moment where
things are
evolving, and there's so much

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more that you can do
these
days.

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But a lot of it requires
pitching to brands
direct.

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Marc Ronick: That makes sense.

What specifically?

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My ears perked up when you said
events,
being somebody who

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plans a yearly event, soon to be

probably more than one event

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per year.
So, what specifically when
you

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say you're?
I don't know if this was your

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exact words, but
you're
attracted to events in this

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space as well.
What did you
mean by that?

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Losh Moodaley: I think it's

really important for podcasters

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to move into the real world and
to design events and to take

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the podcast into the real world
to
design events and

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experiences where the community
can come
together and to bring

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sponsors along the journey as
well.

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Marc Ronick: I like that.
Losh Moodaley: And so think of


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things like you know once in a
lifetime experiences or these


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experiential moments that brands
can create.

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That over and above
just a
host read.

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Marc Ronick: Yeah, what you're

saying is along the lines of why

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we created the Empowered

Podcasting Conference.

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It was an extension of this very

community, the community

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clamoring for some kind of

in-person get together, and

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that's we eventually evolved

into this idea of a conference,

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and a lot of these community

members come and help run the

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event as well.
Speak at the
event are a very

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big part of it.
So I am you're speaking my


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language for sure.
DR. Did you want to ask a

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question?
DR: Yeah.

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So my trigger word
that you
had mentioned is local sponsors.

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What do I say to that
client?
Because I'm a podcast producer.

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What do I say to that
client
when I say local sponsors to

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them, and they say, "But my

podcast it goes to you know

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Great Britain, it goes to all of

America, it goes to here.

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So, what do I say to them of how

valuable a local sponsorship

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is, and is it a certain kind of
podcast, a certain kind of

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something that only a local

sponsor would make sense, or is

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it any show?
Losh Moodaley: Great question.

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I
think so many podcasters
overlook local sponsors.


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Firstly, and I really think
that, firstly, it depends on the

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podcast and the audience that
you are reaching.

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I think it all
depends on the
connection between the brand and

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your
audience, and so you have
to, as the producer, sit down

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and
think: what's the best
product that can add value to my

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audience's lifestyle.
What do they already use, and

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things
like that.
And from that, you can then look

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into any local
sponsors that
could that could fit your

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audience, as well as
digital
sponsors.

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I think at any moment in time,
you should have
both running

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parallel, regardless.
And by local, I mean
you know

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within your community, but also
on a national level,
because I

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find often when I work with
creators, their first point
of

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of thought when it comes to
sponsors is all of the big guys,

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and the big guys, you know,
they're bombarded with emails


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from absolutely everyone.
Across, you know, not only


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podcasts but absolutely every
single category, from athlete to

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musician and so forth, but it
all comes down to relationships

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and having both running at the
same time.

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Your local guys and
anything
online that makes sense for your

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audience.
Ralph Estep Jr.: Oh, go ahead.

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DR: How many ads are too many?
I
mean, we have.

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There's.
Marc Ronick: I'm gonna actually

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cut you off for a second, DR,
because you're.

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I don't want you
to jump too
far ahead here.

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DR: Okay, sorry.
Marc Ronick: But no, it's an


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excellent question.
I know where.

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I think I know where
you're
going with it.

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So please pin that up here
because I think
that's going

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to be an important question,
Ralph.

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I know you had
another
question.

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I do.
I know BC does as well.

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So take it
away, Ralph, and
then we'll keep things moving.

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Ralph Estep Jr.: Great.
So
besides CPM, what do you

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think most podcasters
misunderstand
about how those

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partnerships begin in the first
place?


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Because I think that's a place
where there's a big disconnect.

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I know when you wrote your

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article for the Pod News.
You
talked about how most of

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the money in sponsorship is
going to
the very small amount

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of folks.
But what do you think the


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independent do-it-yourself
podcasters missing in those


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partnership and how they create
those in the in the first place?

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Losh Moodaley: Because you just
repeat the last bit, Ralph.

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00:11:16,780 --> 00:11:19,906
Yeah, the question Ralph Estep
Jr.: is,you know, so
many

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00:11:19,906 --> 00:11:21,826
independent podcasters get stuck
on CPM.

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What do you think
they
misunderstand most about how

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00:11:25,313 --> 00:11:27,478
those sponsorship
partnerships
actually begin?

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00:11:27,478 --> 00:11:31,562
How they create those?
Losh Moodaley: I think what they

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00:11:31,562 --> 00:11:35,120

misunderstand is that it
starts with conversation and

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00:11:35,120 --> 00:11:40,268
alignment
and building a
relationship, and I think that's

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00:11:40,268 --> 00:11:44,540
the difference
between CPM
models, which pretty much you

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00:11:44,540 --> 00:11:48,890
know time and podcast
hosts,
which monetize relationships,

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00:11:48,890 --> 00:11:54,109
because after
all, podcasting
is one of the most trusted

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00:11:54,109 --> 00:11:56,304
mediums that have
ever
existed.

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So why wouldn't a creator want
to monetize trust
and

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00:12:00,562 --> 00:12:04,669
relationships, and I think CPM
models aren't the best way
to

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00:12:04,669 --> 00:12:07,376
do that.
And so, because a lot of

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00:12:07,376 --> 00:12:10,845
podcasters think that
this is
the only option, I think that's

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00:12:10,845 --> 00:12:12,630
where things get a little
bit
misunderstood.

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00:12:13,590 --> 00:12:14,982
Ralph Estep Jr.: I would agree

with you.

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00:12:14,982 --> 00:12:18,048
And do you think in a lot of
cases it's that
podcasters

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00:12:18,048 --> 00:12:20,496
don't even know to ask the
question?

222
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You know, they
don't
understand how to build those

223
00:12:22,907 --> 00:12:24,148
relationships.
Don't you
think that's where

224
00:12:24,148 --> 00:12:26,516
it really starts?
Is they don't they don't


225
00:12:26,524 --> 00:12:28,067
understand the trust they're
bringing.

226
00:12:28,067 --> 00:12:30,654
They don't understand
the
problem that their audience is

227
00:12:30,654 --> 00:12:31,937
having.
So that's where the
disconnect

228
00:12:31,937 --> 00:12:33,725
starts.
Losh Moodaley: Totally, I


229
00:12:33,733 --> 00:12:36,195
totally agree with you.
They don't really know how much

230
00:12:36,195 --> 00:12:39,988
value
that they are bringing
to the table and what their

231
00:12:39,988 --> 00:12:44,664
audience
means for a sponsor,
and a lot of podcasters don't

232
00:12:44,664 --> 00:12:46,684
actually
understand the
sponsorship process.

233
00:12:46,684 --> 00:12:50,266
You know they're great
with
getting their show out there,

234
00:12:50,266 --> 00:12:53,116
and there's a lot of
emphasis,
as we said, on downloads, and

235
00:12:53,116 --> 00:12:56,135
there's a lot of
emphasis on
growing your audience.

236
00:12:56,135 --> 00:12:59,710
But when it comes to

monetization, it seems to be one

237
00:12:59,710 --> 00:13:03,390
of the biggest challenges after
growing an audience for kind of

238
00:13:03,570 --> 00:13:06,888
the concept of making money from

your podcast.

239
00:13:06,888 --> 00:13:12,497
And I recently looked at it was
the 2025
Independent Podcaster

240
00:13:12,497 --> 00:13:18,534
Report, and they surveyed about
550
indie podcasters on their

241
00:13:18,534 --> 00:13:24,110
growth struggles, monetization,
how
they use video and AI, and

242
00:13:24,260 --> 00:13:28,287
actually, surprisingly, 80-5% of

the surveyed creators said

243
00:13:28,287 --> 00:13:32,411
that they're not making money,
and
that you know, monetizing

244
00:13:32,411 --> 00:13:35,270
their audience seems to be one
of the
biggest challenges.

245
00:13:36,260 --> 00:13:37,365
Marc Ronick: Yeah, that's funny.



246
00:13:37,373 --> 00:13:40,525
I was actually just gonna jump
into that article, mention that

247
00:13:40,525 --> 00:13:43,343
article to you, so great segue
there.

248
00:13:43,343 --> 00:13:47,116
And I want to ask you a
little
bit about this.

249
00:13:47,116 --> 00:13:52,540
So, how can a a podcaster tell
whether a
sponsorship is a

250
00:13:52,540 --> 00:13:56,641
realistic fit for their show,
for their goals,
et cetera?

251
00:13:56,641 --> 00:13:59,088
Because there are lots of
potential sponsors out
there,

252
00:13:59,088 --> 00:14:03,762
and we can find them in a
various amount of ways, but how

253
00:14:03,762 --> 00:14:07,470
do we know if it's an actually
a realistic fit?

254
00:14:08,400 --> 00:14:10,710
Losh Moodaley: I think you have
to know your audience really

255
00:14:10,770 --> 00:14:13,500
well, and if you know your

audience really well, you'll

256
00:14:13,680 --> 00:14:17,160
know what products naturally

integrate into their lifestyles,

257
00:14:17,970 --> 00:14:22,820
and from that point of

reference, you can easily create

258
00:14:22,940 --> 00:14:26,005
a list in terms of categories,

right?

259
00:14:26,005 --> 00:14:30,542
And so, I think another thing
that creators struggle
with is

260
00:14:30,542 --> 00:14:34,002
they think that contacting 10
sponsors is a lot
and it's

261
00:14:34,002 --> 00:14:37,388
going to do the job.
But actually, what you need to


262
00:14:37,396 --> 00:14:42,764
do is contact 50 to 100
sponsors, and I think that will

263
00:14:42,764 --> 00:14:47,590
give you enough coverage.
And from you know 50 to 100 you

264
00:14:47,590 --> 00:14:51,708
might only get one deal closed.
And I think a lot of sponsors


265
00:14:51,716 --> 00:14:54,296
don't realize how wide they need
to cast the net.

266
00:14:54,296 --> 00:14:56,620
So the net
needs to be cast
really wide.

267
00:14:56,800 --> 00:14:59,830
And then at the same time, you

need to look at local sponsors.

268
00:15:00,090 --> 00:15:04,470
Digital sponsors and the rest,

and another thing I speak about

269
00:15:04,620 --> 00:15:08,610
in the recent article for the

podcast host is that you know

270
00:15:08,730 --> 00:15:13,830
there is native industry

sponsors, and so those are

271
00:15:13,920 --> 00:15:17,520
products and brands that are

directly connected to the

272
00:15:17,520 --> 00:15:20,634
content or the category of your
podcast, right?

273
00:15:20,634 --> 00:15:24,401
So you know if you're speaking
to marathon
runners, think

274
00:15:24,401 --> 00:15:27,959
running shoes and running
apparel, and then
there's

275
00:15:27,959 --> 00:15:31,520
aligned industries, and these
aren't necessarily the
same

276
00:15:31,520 --> 00:15:34,232
category, but they serve the
same audience.

277
00:15:34,232 --> 00:15:37,184
You know they
have the same
lifestyle aspirations, and

278
00:15:37,184 --> 00:15:39,416
there's a very
strong audience
overlap.

279
00:15:39,416 --> 00:15:43,822
So when you are going ahead with
making
a list, you need to

280
00:15:43,822 --> 00:15:47,911
think across both, you know,
native industry
sponsors as

281
00:15:47,911 --> 00:15:51,700
well as products that aren't
directly associated
to your

282
00:15:51,700 --> 00:15:55,270
audience but are really well
aligned in terms of their


283
00:15:55,278 --> 00:15:57,985
lifestyle.
Marc Ronick: Okay, I have to ask

284
00:15:57,985 --> 00:15:59,567

you.
There's something that you said

285
00:15:59,567 --> 00:16:04,320
that I think is important
to
at least highlight here for a

286
00:16:04,410 --> 00:16:07,466
second.
You just mentioned it's
not 10

287
00:16:07,466 --> 00:16:10,520
sponsors that we should be
reaching out to.

288
00:16:10,520 --> 00:16:14,800
It's more
like 50 to 100 That
feels like a lot when I hear

289
00:16:14,800 --> 00:16:16,342
that.
That feels
like a lot.

290
00:16:16,342 --> 00:16:19,295
So, what would you tell a
podcaster who you say
that to,

291
00:16:19,295 --> 00:16:22,946
and they balk at that number.
Losh Moodaley: Okay, so firstly,

292
00:16:22,946 --> 00:16:27,267

we have AI now, and I've got a
great prompt in the article that

293
00:16:27,267 --> 00:16:32,880

you can kind of use, and you
know AI will spit out 50 to 100

294
00:16:32,880 --> 00:16:36,986
sponsors when using the prompt.
So I think you don't have to do

295
00:16:36,986 --> 00:16:40,182
all the heavy lifting anymore.
In terms of, it does sound like

296
00:16:40,182 --> 00:16:42,800
a large number, but once you
start working through


297
00:16:42,808 --> 00:16:46,944
everything, and once you start
breaking it up, for example, you

298
00:16:46,944 --> 00:16:51,633

could, you know, you could
look at one week where you are


299
00:16:51,641 --> 00:16:55,630
reaching out to 10 sponsors, or
you're finding 10 the marketing

300
00:16:55,630 --> 00:16:59,025
managers and so forth of 10,
and that that's your work for

301
00:16:59,025 --> 00:17:02,265
the
rest of the week, and so
that's 50 done, and that's going

302
00:17:02,265 --> 00:17:06,280
to be
over the next two weeks.
You're going to gather all of

303
00:17:06,280 --> 00:17:08,535
the
information around these
potential hand responses.

304
00:17:08,535 --> 00:17:13,152
So I
think it does seem like a
large number, but it has to be

305
00:17:13,152 --> 00:17:16,266
broken
up into little bits.
And once that's done, you can

306
00:17:16,266 --> 00:17:19,519
kind of get
ahead of it.
Marc Ronick: Yeah, and I'm sure

307
00:17:19,519 --> 00:17:21,536
you know.
I don't even know what the most

308
00:17:21,536 --> 00:17:25,186
recent numbers are, but
I know
when it comes to sales, it's

309
00:17:25,186 --> 00:17:28,195
something like one or two
in
every 10.

310
00:17:28,195 --> 00:17:31,705
You know, you might get your
foot through the door,
right?

311
00:17:31,705 --> 00:17:35,500
So I can understand what you're
saying when we talk about
50

312
00:17:35,500 --> 00:17:38,895
to 100 We're increasing the
odds, or at least we're


313
00:17:38,903 --> 00:17:42,422
increasing our chances to land
that sponsor, so I get, and you

314
00:17:42,422 --> 00:17:46,185
know this is why a lot of
podcasters, I think, start to


315
00:17:46,193 --> 00:17:49,515
get frustrated with the process
because they think it's just


316
00:17:49,523 --> 00:17:51,959
easy money.
But you're you gotta, as we say

317
00:17:51,959 --> 00:17:54,080
here, you gotta
treat it like
a business.

318
00:17:54,080 --> 00:17:58,513
It's not some magic pill that's
gonna
all of a sudden make you

319
00:17:58,513 --> 00:18:00,106
rich.
You gotta work for it just like

320
00:18:00,106 --> 00:18:03,006
you would if you were starting
a business, starting a podcast

321
00:18:03,006 --> 00:18:06,702
is
no different in my opinion.
Let's see here, BC.

322
00:18:06,702 --> 00:18:10,500
You had a
question earlier.
Did you want to ask something?

323
00:18:10,500 --> 00:18:11,787
BC Babbles: Yes, sir.
Good
morning, everyone.

324
00:18:11,787 --> 00:18:13,410
Hope everyone's doing well.
Marc Ronick: Morning.

325
00:18:13,410 --> 00:18:16,083
BC Babbles: One of the terms you

used earlier that I've been

326
00:18:16,083 --> 00:18:18,939
kind of locked onto was
alignment,
and in my own

327
00:18:18,939 --> 00:18:21,829
little kind of corner of the
world, I talk a
lot about

328
00:18:21,829 --> 00:18:24,509
entrepreneurship and how shifts
in the market are
propelling

329
00:18:24,509 --> 00:18:26,415
brands to adjust in certain
ways.

330
00:18:26,415 --> 00:18:30,267
And I'm finding a
lot is that
one of the commodities brands

331
00:18:30,267 --> 00:18:34,523
should be
kind of focusing on
in general is developing

332
00:18:34,523 --> 00:18:39,131
understandability
and
credibility, namely how well is

333
00:18:39,131 --> 00:18:42,450
it understood what they
offer,
and then how well are they known

334
00:18:42,450 --> 00:18:44,430
to actually provide
that same
thing?

335
00:18:44,430 --> 00:18:47,514
And I'm curious to know your
point of view on
whether or

336
00:18:47,514 --> 00:18:51,549
not you think podcasters should
feel compelled
to develop and

337
00:18:51,549 --> 00:18:56,340
leverage the same kind of
commodity when it comes
to

338
00:18:56,340 --> 00:18:59,075
acquiring a sponsorship.
Losh Moodaley: Could you just


339
00:18:59,083 --> 00:19:00,790
rephrase this?
Sorry, BC Babbles: a little


340
00:19:00,798 --> 00:19:02,213
long-winded.
So, one of the biggest

341
00:19:02,213 --> 00:19:04,845
commodities in today's

business is just how well it's

342
00:19:04,845 --> 00:19:08,235
understood what you offer and

how well you're known to provide

343
00:19:08,235 --> 00:19:10,483
that same thing.
So, when it
comes to

344
00:19:10,483 --> 00:19:13,467
podcasting, do you think
podcasters make sure they
have

345
00:19:13,467 --> 00:19:15,915
the same level of
understandability and


346
00:19:15,923 --> 00:19:21,015
credibility to their brand when
it comes to leveraging sponsors?

347
00:19:21,015 --> 00:19:23,505
Losh Moodaley: Definitely.
I
mean, I think as much as a

348
00:19:23,505 --> 00:19:28,980
sponsor can understand your

audience and see why they are so

349
00:19:28,980 --> 00:19:33,890
aligned to the sponsor's product

and offering, it makes their

350
00:19:33,890 --> 00:19:37,570
job of saying yes so much
easier,
and it's going to make

351
00:19:37,570 --> 00:19:39,756
the entire process a lot
simpler.


352
00:19:39,764 --> 00:19:44,772
And that comes down to the
podcaster just you know knowing

353
00:19:44,772 --> 00:19:50,185
their audience so well in terms
of their lifestyle and their


354
00:19:50,193 --> 00:19:54,369
behavior and things like that.
So the podcaster almost has to


355
00:19:54,377 --> 00:19:58,707
be a marketer in a sense in
terms of consumer behavior and


356
00:19:58,715 --> 00:20:01,002
things like that.
BC Babbles: Awesome!

357
00:20:01,002 --> 00:20:03,129
Thank you
so much.
Go for it, Ralph Estep Jr.:

358
00:20:03,129 --> 00:20:04,791
Losh.
I know we
talked about that

359
00:20:04,791 --> 00:20:06,433
80-5% number, and that doesn't
shock me.

360
00:20:06,433 --> 00:20:08,769
Being
the content creators'
accountant, I hear this all the

361
00:20:08,769 --> 00:20:12,864
time, and I think one of the
big obstacles is especially


362
00:20:12,872 --> 00:20:17,415
independent podcasters don't
understand how to know when they

363
00:20:17,415 --> 00:20:21,216

have enough value, how they've
gotten to a point where there's

364
00:20:21,216 --> 00:20:24,150
enough value in their audience
to begin approaching potential


365
00:20:24,158 --> 00:20:27,162
sponsors, how do you tell them?
Here's the point that you have


366
00:20:27,170 --> 00:20:28,762
to be at.
You know, we talked about for

367
00:20:28,762 --> 00:20:31,296
CPM, you've got to
have 1000s
and 1000s of downloads.

368
00:20:31,296 --> 00:20:32,952
Everybody understands
that.
Check the box.

369
00:20:32,952 --> 00:20:36,059
But when it comes to
sponsorship, there
still has

370
00:20:36,059 --> 00:20:37,575
to be value.
Correct?

371
00:20:37,605 --> 00:20:40,300
How do you work with people at

this at that level?

372
00:20:40,300 --> 00:20:43,275
The do-it-yourselfer, the

independent, who 80-5% are

373
00:20:43,275 --> 00:20:45,045
locked out of this.
How do you
get them to that

374
00:20:45,045 --> 00:20:47,865
point of saying yes, there is
value in this, and
let me show

375
00:20:47,865 --> 00:20:50,685
you how to show that to the
sponsors?

376
00:20:50,685 --> 00:20:53,475
Losh Moodaley: I think if we

look at CPM, we look at you know

377
00:20:53,475 --> 00:20:57,075
traditionally we've looked at

download numbers, and then it

378
00:20:57,075 --> 00:21:00,238
comes into the 1000s, and we're
looking at mass scale.

379
00:21:00,238 --> 00:21:04,086
But the difference is when you
have a
niche podcaster who

380
00:21:04,086 --> 00:21:11,428
perhaps has, let's say, 250 an
audience of
you know 250 loyal

381
00:21:11,428 --> 00:21:15,555
subscribers, listeners, viewers,
and they're
decision makers in

382
00:21:15,555 --> 00:21:19,970
big companies, and you're able
to
communicate that, and

383
00:21:19,970 --> 00:21:23,664
you're able to show the
demographics
behind your

384
00:21:23,664 --> 00:21:28,033
audience, and the the sponsors
able to understand
the value

385
00:21:28,033 --> 00:21:33,393
of who these people are in terms
of their their
pipeline, their

386
00:21:33,393 --> 00:21:36,537
sales pipeline.
Then I think you know as long as

387
00:21:36,537 --> 00:21:39,645

you're able to show value in
terms of potential sales.


388
00:21:39,653 --> 00:21:44,230
Another thing I think that a lot
of podcasters miss is things


389
00:21:44,238 --> 00:21:46,962
like case studies.
If you've been fortunate enough

390
00:21:46,962 --> 00:21:50,050
to have a
sponsor and it's
gone really well and it's moved

391
00:21:50,050 --> 00:21:53,508
a lot of
product for a
particular sponsor, if you're

392
00:21:53,508 --> 00:21:57,780
able to
communicate what that
did for the sponsor in terms of

393
00:21:57,780 --> 00:22:00,726
sales
and brand awareness,
then I think you're good to go,

394
00:22:00,726 --> 00:22:03,764
and
you're able to communicate
that your audience does take

395
00:22:03,764 --> 00:22:06,675
action.

They do view sponsors on the

396
00:22:06,675 --> 00:22:09,265
show positively.
Ralph Estep Jr.: losha, I want


397
00:22:09,273 --> 00:22:10,929
to follow up with something
because I'm getting ready to


398
00:22:10,937 --> 00:22:13,300
record a show for my content
creators account, and I'm going

399
00:22:13,300 --> 00:22:15,685
to make a statement.
I want to know how you feel

400
00:22:15,685 --> 00:22:17,863
about this.
I
think it's one thing to say

401
00:22:17,863 --> 00:22:19,953
that you have a small niche
audience.


402
00:22:19,961 --> 00:22:23,295
It's another thing to say: Is
that audience just tire kickers,

403
00:22:23,295 --> 00:22:26,745

people who are just coming to
listen, but they're never going

404
00:22:26,745 --> 00:22:29,751
to act on anything?
And I think that's where a lot

405
00:22:29,751 --> 00:22:31,760
of folks can
get lost in this
whole sponsorship trap.

406
00:22:31,760 --> 00:22:34,860
Is you've got
to be use the
word you said.

407
00:22:34,980 --> 00:22:37,104
These are people who are

decision makers.

408
00:22:37,104 --> 00:22:39,110
These are people who are action
takers.


409
00:22:39,118 --> 00:22:42,318
And do you agree with me?
I think that's where we need to

410
00:22:42,318 --> 00:22:45,390
really be focused.
Is do we have an audience of

411
00:22:45,390 --> 00:22:49,150
action takers?
Losh Moodaley: Yes, 100% Do you

412
00:22:49,150 --> 00:22:54,295
have an audience of people who
trust you and value your


413
00:22:54,303 --> 00:22:58,805
opinion, and because of the
content that you're putting out,

414
00:22:58,805 --> 00:23:03,198

you know, do certain things
because of that loyalty, so it's

415
00:23:03,198 --> 00:23:05,505

all about trust.
It's all about action.

416
00:23:05,505 --> 00:23:08,340
It's all about the

relationship, and I think that's

417
00:23:08,400 --> 00:23:11,917
how you value your audience.
And
so that's kind of you know

418
00:23:11,917 --> 00:23:15,977
it works more for your niche
guys
when you have a mass

419
00:23:15,977 --> 00:23:19,272
audience of you know a million
listeners.


420
00:23:19,280 --> 00:23:23,120
They often their engagement
levels are really really low, so

421
00:23:23,120 --> 00:23:27,860

I think it comes down to how
engaged is your niche audience.

422
00:23:28,820 --> 00:23:31,080
Marc Ronick: I love that, yeah.


423
00:23:31,088 --> 00:23:35,768
And I'm curious what information
about an audience matters to a


424
00:23:35,776 --> 00:23:38,936
sponsor beyond those download
numbers, because we talk a lot


425
00:23:38,944 --> 00:23:41,912
about this, and we're starting
to already today, this idea that

426
00:23:41,912 --> 00:23:45,742

the download numbers are just
a little piece of this puzzle,


427
00:23:45,750 --> 00:23:48,074
right?
But what one thing I don't think

428
00:23:48,074 --> 00:23:51,880
we here talk about
enough that
I would love for you to add to

429
00:23:51,880 --> 00:23:56,448
here is again what I'm
saying.
What is important beyond those

430
00:23:56,448 --> 00:23:59,515
download numbers?
I Losh Moodaley: just touched on

431
00:23:59,515 --> 00:24:01,384

it, and that's the engagement
rates.

432
00:24:01,384 --> 00:24:05,518
How engaged is your
audience,
and then also what are their

433
00:24:05,518 --> 00:24:07,659
interests?
You should be
able to kind of

434
00:24:07,659 --> 00:24:11,546
map out their general interests,
and so if you
put those two

435
00:24:11,546 --> 00:24:15,827
things together, interests and
and engagement, I
think you

436
00:24:15,827 --> 00:24:20,694
can build a greater narrative
around your audience,
and I

437
00:24:20,694 --> 00:24:23,888
think that's ultimately what
you're selling sponsors.


438
00:24:23,896 --> 00:24:27,530
You're selling a narrative about
your audience, and you should


439
00:24:27,538 --> 00:24:30,760
know your audience well enough
to know that they are going to


440
00:24:30,768 --> 00:24:33,572
follow through on things.
You know, if you do have a real

441
00:24:33,572 --> 00:24:37,352
world event, they are going to
show up for you because they are

442
00:24:37,352 --> 00:24:40,416

part of this community, or you
know what they value.

443
00:24:40,416 --> 00:24:44,124
I think we
also have to look
into things like values, that

444
00:24:44,124 --> 00:24:47,650
kind of
values, interests.
Marc Ronick: Yeah, thanks.

445
00:24:47,650 --> 00:24:49,006
Go
ahead.
Losh Moodaley: Yeah, yeah.


446
00:24:49,014 --> 00:24:49,573
Sorry.
No, no.

447
00:24:49,573 --> 00:24:53,362
All of those things, the
qualitative things,
as opposed

448
00:24:53,362 --> 00:24:57,848
to the quantitative, can add a
lot more value in
terms of

449
00:24:57,848 --> 00:24:59,788
narrative when you are speaking
to sponsors.

450
00:24:59,788 --> 00:25:03,786
How do you
paint the picture?
Marc Ronick: Yeah, and how do


451
00:25:03,794 --> 00:25:06,640
you paint the picture?
How can a smaller podcast

452
00:25:06,640 --> 00:25:10,671
clearly
demonstrate the
quality, yeah, the relevance and

453
00:25:10,671 --> 00:25:14,451
the trust and
that engagement
piece that you're talking about

454
00:25:14,451 --> 00:25:16,560
within its
audience?
How do we demonstrate that?

455
00:25:17,219 --> 00:25:19,679
Losh Moodaley: I think at the

back end of a lot of social, a

456
00:25:19,799 --> 00:25:22,791
lot of social platforms, you do
have your engagement rates.

457
00:25:22,791 --> 00:25:27,775
So I highly advise creators to
always
add in their engagement

458
00:25:27,775 --> 00:25:31,672
rates if it is really good, and
then to
also look at within

459
00:25:31,672 --> 00:25:35,389
your industry to look at the
average
engagement rate.

460
00:25:35,389 --> 00:25:40,120
You know, so if you're in you
know tourism, what
is the

461
00:25:40,120 --> 00:25:43,603
average engagement rate in the
tourism industry, and
you're

462
00:25:43,603 --> 00:25:47,229
able to show that.
I think you know if you have a


463
00:25:47,237 --> 00:25:50,574
mailing list and things like
that, engagement and open rates

464
00:25:50,574 --> 00:25:54,693
come in handy as well.
So as much information that you

465
00:25:54,693 --> 00:25:57,669
can
show the sponsor, not just
the superficial metrics, where

466
00:25:57,669 --> 00:26:01,949
is
where I think a lot of
creators kind of get stuck to

467
00:26:01,949 --> 00:26:05,573
say, I have
a million views.
But let's look at engagement.

468
00:26:05,573 --> 00:26:09,847
Let's look at
things like open
rates, and let's try and expand

469
00:26:09,847 --> 00:26:14,144
the podcast
offering into more
real world places, so that

470
00:26:14,144 --> 00:26:17,423
sponsors can,
and then you can
invite a sponsor over to

471
00:26:17,423 --> 00:26:20,459
actually meet
and see the
audience, as well as case

472
00:26:20,459 --> 00:26:22,253
studies.
Case studies are
so important.

473
00:26:22,253 --> 00:26:26,401
If you have worked with a brand,
you know always
get

474
00:26:26,401 --> 00:26:30,404
information whether it has moved
the needle when it came to


475
00:26:30,412 --> 00:26:33,759
things like leads and product
purchases, because you can use


476
00:26:33,767 --> 00:26:37,519
that over and over and over when
you are selling to sponsors.

477
00:26:38,000 --> 00:26:40,370
Marc Ronick: DR. Go ahead.
You
had a question.

478
00:26:40,370 --> 00:26:45,194
DR: Yeah.
So let's say I'm
searching for

479
00:26:45,194 --> 00:26:47,780
sponsors.
Is this an email?

480
00:26:47,780 --> 00:26:51,290
Is this do I send them
that
media deck?

481
00:26:51,290 --> 00:26:55,700
Is that what it's called a media
deck or a
media package?

482
00:26:55,700 --> 00:27:01,004
And what goes into that package
that they can
that the

483
00:27:01,004 --> 00:27:03,872
sponsors can see.
Losh Moodaley: I think


484
00:27:03,880 --> 00:27:06,753
traditional traditional way
about it is getting the


485
00:27:06,761 --> 00:27:10,745
sponsors' email, putting the
media pack together, and pretty

486
00:27:10,745 --> 00:27:14,505
much pitching your podcast.
But in this article for the

487
00:27:14,505 --> 00:27:17,369
podcast
host, I've looked at
how people struggle with cold

488
00:27:17,369 --> 00:27:21,035
outreach, and
that it's a lot
harder for your smaller niche

489
00:27:21,035 --> 00:27:22,655
creators.
It might
actually be the

490
00:27:22,655 --> 00:27:25,012
hardest part of the whole
journey, actually.

491
00:27:25,012 --> 00:27:29,614
And
what I have suggested is
to get a foot in the door,

492
00:27:29,614 --> 00:27:32,450
build, try
and build a
relationship with a sponsor,

493
00:27:32,450 --> 00:27:37,188
whether it's online,
you know,
on LinkedIn, or if it's a local

494
00:27:37,188 --> 00:27:41,075
sponsor in real
life, without
asking for money upfront yet and

495
00:27:41,075 --> 00:27:43,745
sharing all of
those stats
yet.

496
00:27:43,745 --> 00:27:46,801
So another, you know, another
suggestion would
be putting

497
00:27:46,801 --> 00:27:51,221
together, you know, a 60-second
audio sample that
shows what

498
00:27:51,221 --> 00:27:54,947
you're all about, and then kind
of saying, you know, I
do have

499
00:27:54,947 --> 00:27:58,905
a short clip of the podcast.
You know, can I send it
over

500
00:27:58,905 --> 00:28:02,939
and get your opinion, or invite
the sponsor onto the
show,

501
00:28:02,939 --> 00:28:06,483
things like that.
So, before you go ahead and ask

502
00:28:06,483 --> 00:28:10,812
for
money and and present all
of the numbers to warm up your

503
00:28:10,812 --> 00:28:14,600
sponsor
a bit more, could
actually be a lot more

504
00:28:14,600 --> 00:28:18,200
beneficial.
DR: So, respond to maybe some of

505
00:28:18,200 --> 00:28:23,138

their posts that they're doing
in social media, maybe ask them

506
00:28:23,138 --> 00:28:27,992
some questions in a post.
Just try and get that exchange

507
00:28:27,992 --> 00:28:30,840
going
with them.
Losh Moodaley: Yes, 100% You


508
00:28:30,848 --> 00:28:34,500
know, even if you share a story
beforehand about how their


509
00:28:34,508 --> 00:28:38,432
product or their service helped
you solve a problem, and you


510
00:28:38,440 --> 00:28:42,215
come to the party with all of
those things, kind of


511
00:28:42,223 --> 00:28:45,275
unsolicited.
I think it will be a much warmer

512
00:28:45,275 --> 00:28:48,215
and an easier sale
down the
road.

513
00:28:48,215 --> 00:28:50,960
DR: Okay, great, thank you.
Marc Ronick: Take it away,


514
00:28:50,968 --> 00:28:52,338
Ralph.
Ralph Estep Jr.: So, Losh, you


515
00:28:52,346 --> 00:28:55,230
know, you and I met because I
reached out to you on LinkedIn.

516
00:28:55,230 --> 00:28:56,880

Actually, so I did exactly what

517
00:28:56,880 --> 00:28:59,348
you just mentioned.
It's all
about building

518
00:28:59,348 --> 00:29:01,926
relationships, and I think
that's the key to
all of this.

519
00:29:01,926 --> 00:29:03,999
Actually, is building those
one-on-one
relationships.

520
00:29:03,999 --> 00:29:07,908
But as I'm thinking about doing
that, and
I'm thinking about

521
00:29:07,908 --> 00:29:11,520
building 50 to 100 potential
companies, if
I'm the

522
00:29:11,520 --> 00:29:15,680
podcaster, what makes a company
a strong prospect for a


523
00:29:15,688 --> 00:29:18,240
particular podcast?
What am I actually looking for?

524
00:29:18,240 --> 00:29:20,611
I know I
can go out there and
build a ton of relationships

525
00:29:20,611 --> 00:29:24,127
with people one
on one, but
what am I actually looking for

526
00:29:24,127 --> 00:29:28,125
in that potential
sponsor so
that I'm not wasting my time

527
00:29:28,125 --> 00:29:31,095
chasing after ones who
aren't
going to do anything?

528
00:29:31,119 --> 00:29:32,544
Losh Moodaley: Great question,

Ralph.

529
00:29:32,544 --> 00:29:36,052
I think that you should do a
little bit of research


530
00:29:36,060 --> 00:29:39,766
beforehand, and you ideally want
a sponsor who is who has a


531
00:29:39,774 --> 00:29:42,307
marketing budget?
So when you go onto social media

532
00:29:42,307 --> 00:29:46,703
and and the
rest, I think you
need to do a little bit of an

533
00:29:46,703 --> 00:29:49,961
investigation
and see: Are
they spending money on anything?

534
00:29:49,961 --> 00:29:52,115
Do they have any
sweepstakes
running?

535
00:29:52,115 --> 00:29:55,828
Do they have any partnerships?
You know
what are they doing

536
00:29:55,828 --> 00:29:59,681
from a marketing perspective?
And so
you'll be able to kind

537
00:29:59,681 --> 00:30:02,839
of grasp: Do.
Have a budget or not, or is


538
00:30:02,847 --> 00:30:05,128
everything just you know pretty
much organic?

539
00:30:05,128 --> 00:30:08,692
Also, look into
press
releases, and you'll be able to

540
00:30:08,692 --> 00:30:11,303
see what their activity
has
been on the market.

541
00:30:11,303 --> 00:30:14,447
And I think it can give you an

indication.

542
00:30:14,447 --> 00:30:18,230
Their marketing actions can give
you an
indication in terms of

543
00:30:18,230 --> 00:30:21,613
budget, because ultimately, to
get a
sponsor, they need to

544
00:30:21,613 --> 00:30:23,389
have the budget.
How do I?

545
00:30:23,389 --> 00:30:25,372
Ralph Estep Jr.: I think what I
hear you saying is they're not.

546
00:30:25,416 --> 00:30:27,960
I'm sorry, I didn't mean to

interrupt you, but I think what

547
00:30:28,003 --> 00:30:30,138
I hear you saying is there's no
easy button to this.

548
00:30:30,138 --> 00:30:32,918
You got to do your homework, and
you got to
go look for people

549
00:30:32,918 --> 00:30:34,606
who are actually willing to
spend money.


550
00:30:34,614 --> 00:30:37,274
And I think that's a disconnect
for a lot of people.

551
00:30:37,274 --> 00:30:38,949
They just
assume, well,
there's this particular

552
00:30:38,949 --> 00:30:40,703
business.
They seem
like they're doing

553
00:30:40,703 --> 00:30:42,288
great.
They must have a marketing

554
00:30:42,288 --> 00:30:43,961
budget,
but not all people do.
Correct?

555
00:30:44,004 --> 00:30:45,600
Is that where you're going with
that?

556
00:30:45,600 --> 00:30:48,277
Losh Moodaley: Yes, I'm.
That's
exactly where I'm going

557
00:30:48,277 --> 00:30:51,556
with it.
So you do need to do a lot of


558
00:30:51,564 --> 00:30:55,234
homework to kind of understand,
you know, and before you do that

559
00:30:55,234 --> 00:30:57,829

pitch, to look at your most
likely chances.

560
00:30:57,829 --> 00:31:01,611
I think, and a
lot of sponsors
don't quite do that.

561
00:31:01,611 --> 00:31:02,903
A lot.
I'm sorry.

562
00:31:02,903 --> 00:31:05,160
A lot of
podcasters don't do
that.

563
00:31:05,160 --> 00:31:07,038
DR: Losh.
How do we find?


564
00:31:07,046 --> 00:31:08,699
Because you mentioned press
releases.

565
00:31:08,699 --> 00:31:12,180
Look for the press
releases.
How do we find those?

566
00:31:12,180 --> 00:31:15,584
Losh Moodaley: Usually, I just

go onto AI, and you can pretty

567
00:31:15,658 --> 00:31:18,368
much ask for their marketing

strategy.

568
00:31:18,368 --> 00:31:22,679
Any press release that has been
released over the last
six

569
00:31:22,679 --> 00:31:26,867
months or a year when you are
doing research on a company.


570
00:31:26,875 --> 00:31:30,830
So with AI now, it can pull all
of that for you.

571
00:31:30,830 --> 00:31:34,298
DR: Great, thank you.
Marc Ronick: Yeah, I know that


572
00:31:34,306 --> 00:31:37,748
I've been using AI lately.
Some of these, so like one of

573
00:31:37,748 --> 00:31:41,161
the
features ChatGPT has, and
I know Claude does similar

574
00:31:41,161 --> 00:31:44,787
things too,
the scheduling
feature where you can actually

575
00:31:44,787 --> 00:31:48,779
tell ChatGPT, "I
want you to
do something one week from now.

576
00:31:48,779 --> 00:31:52,429
And what I'm
doing, like just
to give you an idea, this

577
00:31:52,429 --> 00:31:54,756
reminds me of what
Losh is
explaining.

578
00:31:54,756 --> 00:31:59,029
Like for the news, when we're
preparing for
news, I now have

579
00:31:59,029 --> 00:32:02,209
ChatGPT every Monday morning
pulling all
relevant stories

580
00:32:02,209 --> 00:32:06,177
for our show that we could talk
about during
our news

581
00:32:06,177 --> 00:32:08,903
episodes.
So you could do a very similar

582
00:32:08,903 --> 00:32:12,208
thing there
with if you're
looking for particular press

583
00:32:12,208 --> 00:32:14,580
releases from
your potential
sponsors.

584
00:32:14,580 --> 00:32:17,836
You could easily set that up.
You
don't need one.

585
00:32:17,836 --> 00:32:22,177
One of the nice things about it
is, is I didn't
write a fancy

586
00:32:22,177 --> 00:32:25,296
prompt to create it.
I just went in there and
told

587
00:32:25,296 --> 00:32:29,573
it what I was looking to do, and
it helped me put this
prompt

588
00:32:29,573 --> 00:32:32,070
together and create this
scheduled weekly emails.

589
00:32:32,070 --> 00:32:36,126
So it's
really cool.
Now I think Ralph, you had oh

590
00:32:36,126 --> 00:32:39,760
no, Ralph, yeah, you
said you
saw something Sambaza asked on.

591
00:32:39,760 --> 00:32:41,159
Ralph Estep Jr.: Yeah, I want

to.

592
00:32:41,159 --> 00:32:43,067
Yeah, Sambaza put this in our
YouTube chat.

593
00:32:43,067 --> 00:32:46,977
He said, "Do
mock video ads or
pitch video ads of the intended

594
00:32:46,977 --> 00:32:49,545
sponsor help
in leveraging
your podcast to sponsors?

595
00:32:49,545 --> 00:32:53,321
So I think what he's
asking
you is, do you see the value in

596
00:32:53,321 --> 00:32:56,711
creating like a mockup
and
then sending it to a sponsor of

597
00:32:56,711 --> 00:33:00,155
this is what I could do for

you if you were to sponsor my

598
00:33:00,155 --> 00:33:01,701
program?
Losh Moodaley: Yes, definitely.

599
00:33:01,701 --> 00:33:03,651

I think mockups can always help

600
00:33:03,718 --> 00:33:06,675
the sponsor imagine what this

could be like.

601
00:33:06,675 --> 00:33:09,378
So I definitely think that could
assist.

602
00:33:09,378 --> 00:33:13,432
I know
in event pitches, for
example, in terms of branding,

603
00:33:13,432 --> 00:33:17,422
you always
send a mockup in
terms of what all of the

604
00:33:17,422 --> 00:33:21,081
branding will look
like.
So it would pretty much be the

605
00:33:21,081 --> 00:33:23,249
same thing.
Mockups can add
value.

606
00:33:23,249 --> 00:33:27,019
Gabe from Clubhouse had a
question, and his is is there a

607
00:33:27,019 --> 00:33:31,278
tool or a way to make or
construct contracts to bring on

608
00:33:31,278 --> 00:33:34,990
sponsorships for your podcast
business, especially if you're


609
00:33:34,998 --> 00:33:38,301
new to finding sponsors?
What was that, Adir?

610
00:33:38,301 --> 00:33:41,920
Is there a tool
that can help
you with the contract.

611
00:33:41,920 --> 00:33:46,779
DR: Is there a tool or a way to
make or construct contracts to

612
00:33:46,863 --> 00:33:52,057
bring on sponsorships for your

podcast business, especially if

613
00:33:52,141 --> 00:33:54,614
you're new to finding sponsors?


614
00:33:54,622 --> 00:33:58,090
Sounds like another AI will
solve that.

615
00:33:58,090 --> 00:33:59,943
Marc Ronick: Yeah, is that what
you use?

616
00:33:59,943 --> 00:34:02,160
What do you use specifically,
Losh?

617
00:34:02,190 --> 00:34:05,910
Losh Moodaley: I think once you
have your, once you've packaged

618
00:34:05,970 --> 00:34:11,340
your creative assets, and you

know what has what is going to

619
00:34:11,489 --> 00:34:15,030
sell or has been sold, and then
you can pretty much move that

620
00:34:15,120 --> 00:34:16,920
into AI in terms of the

contract.

621
00:34:17,850 --> 00:34:19,800
Marc Ronick: Okay, that makes
Losh Moodaley: or a memorandum


622
00:34:19,808 --> 00:34:23,210
of understanding at least
between both parties.

623
00:34:23,600 --> 00:34:25,880
Marc Ronick: Let's talk a little

bit about this search for

624
00:34:26,360 --> 00:34:29,690
sponsors.
What signs suggest
that a

625
00:34:29,690 --> 00:34:33,824
company belongs on your list of
potential sponsors, and
what

626
00:34:33,824 --> 00:34:37,250
signs suggest maybe that it they
shouldn't be on that list?

627
00:34:37,969 --> 00:34:41,453
Losh Moodaley: Signs that they

should not be on the list.

628
00:34:41,453 --> 00:34:43,833
Let's look into that.
I think you
know.

629
00:34:43,833 --> 00:34:46,954
Obviously, if they have no
marketing activity, if you think

630
00:34:46,954 --> 00:34:50,991

they're a match but they've
had no marketing activity at all

631
00:34:50,991 --> 00:34:54,719
on
social media, then perhaps
they won't be interested at all.

632
00:34:54,719 --> 00:34:57,957
But
if you see that they're an
active company, they're


633
00:34:57,965 --> 00:35:00,092
constantly promoting some type
of.

634
00:35:00,092 --> 00:35:03,015
Then I think they definitely

should be on your list.

635
00:35:03,015 --> 00:35:07,069
I think you also need to think
in terms
of the brand's

636
00:35:07,069 --> 00:35:09,679
perspective.
Like, what is their what is


637
00:35:09,687 --> 00:35:12,569
their strategy?
You know, do they usually work

638
00:35:12,569 --> 00:35:14,909
with podcasts,
or are they
some?

639
00:35:14,909 --> 00:35:19,513
You know, some brands are really
focused on
musicians, for

640
00:35:19,513 --> 00:35:24,389
example, or you know, perhaps
they only work
with major

641
00:35:24,389 --> 00:35:29,307
sporting events, so I think that
needs to be taken
into

642
00:35:29,307 --> 00:35:31,347
consideration.
Marc Ronick: Yep, that makes


643
00:35:31,355 --> 00:35:32,119
sense.
Go ahead, Ralph.

644
00:35:32,840 --> 00:35:34,880
Ralph Estep Jr.: Yeah, I know

we've talked a lot about AI, and

645
00:35:34,940 --> 00:35:38,159
in a lot of ways, I think AI can

be that easy button for a lot

646
00:35:38,159 --> 00:35:39,787
of people.
You know, just drop it
into

647
00:35:39,787 --> 00:35:42,736
AI, and it's going to give us
our answers.

648
00:35:42,736 --> 00:35:46,832
So, what
information should we
be feeding into AI?

649
00:35:46,832 --> 00:35:50,170
Because AI is just a
tool.
What are the things that we

650
00:35:50,170 --> 00:35:53,950
should be feeding into AI to

generate useful sponsor

651
00:35:54,100 --> 00:35:55,972
prospects?
You know, you said
you put

652
00:35:55,972 --> 00:35:59,012
some ideas in this article that
you wrote, but what
are some?

653
00:35:59,012 --> 00:36:01,645
Because you know, as way as the
way I look at AI, is
it only

654
00:36:01,645 --> 00:36:03,274
as good as the prompt you put
into it?

655
00:36:03,274 --> 00:36:05,716
Have you
thought about that?
Is there some things that you

656
00:36:05,716 --> 00:36:08,295
recommend
adding to that?
Losh Moodaley: So, in the


657
00:36:08,303 --> 00:36:11,310
article, what I've actually done
is I've written out a prompt


658
00:36:11,318 --> 00:36:15,680
that will give you both local
and you know digital sponsors,


659
00:36:15,688 --> 00:36:21,026
and so perhaps we can add a link
to that article, and anybody can

660
00:36:21,026 --> 00:36:25,274

kind of copy and paste the
prompt, and then just fill in


661
00:36:25,282 --> 00:36:28,634
their specific information when
they are using AI to generate


662
00:36:28,642 --> 00:36:32,670
the list of 50 to 100 sponsors.
So I've created the prompt


663
00:36:32,678 --> 00:36:34,640
already.
Ralph Estep Jr.: But are there


664
00:36:34,648 --> 00:36:36,846
some things in that prompt that
we can talk about right now that

665
00:36:36,846 --> 00:36:38,783

you put in there?
Because the intentionality is I

666
00:36:38,783 --> 00:36:40,630
better make
sure I put this in
there.

667
00:36:40,630 --> 00:36:41,956
I know you're.
We're going to share the


668
00:36:41,964 --> 00:36:43,030
prompt.
I think it's a great point.

669
00:36:43,030 --> 00:36:45,340
But what are some of the

pitfalls that you've kind of

670
00:36:45,490 --> 00:36:48,664
factored into that prompt?
Losh Moodaley: I think you know

671
00:36:48,664 --> 00:36:51,709
you need to you need to be
clear about your audience.

672
00:36:51,709 --> 00:36:55,056
Of course,
you need to be
clear about your location, and

673
00:36:55,056 --> 00:36:58,003
you know.
So I've
tried to put as much

674
00:36:58,003 --> 00:37:02,642
information of that into the
prompt as
possible, so I've

675
00:37:02,642 --> 00:37:06,516
kind of created the boundaries,
and then
you'll just insert

676
00:37:06,516 --> 00:37:09,570
like audience details, location,
and the rest.

677
00:37:10,410 --> 00:37:11,910
Ralph Estep Jr.: All right.
So
once you've gotten that

678
00:37:11,910 --> 00:37:14,490
list, now I'm just picturing
that I'm
an independent

679
00:37:14,490 --> 00:37:17,148
podcaster.
I'm one of the 85 that have

680
00:37:17,148 --> 00:37:20,116
never
done this.
So I'm taking your advice, Losh.

681
00:37:20,116 --> 00:37:22,880
I'm I'm making
that list.
I've got 100 people.

682
00:37:23,450 --> 00:37:26,630
What is the absolute next thing
I do once I have that list?

683
00:37:26,690 --> 00:37:29,960
What's the first activity that I

can do to start to move that

684
00:37:30,050 --> 00:37:32,990
needle starting today?
Losh Moodaley: I think firstly


685
00:37:32,998 --> 00:37:35,590
the list can be a bit
overwhelming, so I think the


686
00:37:35,598 --> 00:37:39,360
first thing would be to break it
up into sizeable chunks, and


687
00:37:39,368 --> 00:37:42,544
from there start.
You know, if you're on LinkedIn,

688
00:37:42,544 --> 00:37:46,195
for example,
start to do a few
for the specific companies and

689
00:37:46,195 --> 00:37:49,800
see if
there are any of the
marketing managers or the brand

690
00:37:49,800 --> 00:37:53,938
managers,
you know, for each.
Or you can again, you can take

691
00:37:53,938 --> 00:37:58,030
this to AI,
and along with
adding in any contacts, you can

692
00:37:58,030 --> 00:38:02,090
also ask for
any press
releases or any marketing

693
00:38:02,090 --> 00:38:05,978
materials that have
gone out
in the last six months or so.

694
00:38:05,978 --> 00:38:10,626
So you can firstly just
break
it up and then start diving into

695
00:38:10,626 --> 00:38:14,070
all of the research
around the
company and getting those

696
00:38:14,070 --> 00:38:16,950
contacts and leads.
So you
have an understanding

697
00:38:16,950 --> 00:38:19,680
of their strategy and exactly
where
they're going.

698
00:38:20,460 --> 00:38:22,014
Marc Ronick: Yeah, and so oh, go

ahead.

699
00:38:22,014 --> 00:38:23,000
I'm sorry.
I'm sorry, Losh.

700
00:38:23,390 --> 00:38:25,290
Losh Moodaley: No, no.
I think
the more you know

701
00:38:25,290 --> 00:38:28,790
about your potential sponsor,
the easier it
will be when you

702
00:38:28,790 --> 00:38:31,160
do start to have those
conversations with
them.

703
00:38:31,160 --> 00:38:35,012
So I think the whole process is
just to familiarize
yourself

704
00:38:35,012 --> 00:38:38,338
with the company, their
marketing strategy, their values

705
00:38:38,338 --> 00:38:42,680

and beliefs, so that you can
then, you know, ascertain is


706
00:38:42,688 --> 00:38:45,935
this an aligned partner?
Marc Ronick: And we've


707
00:38:45,943 --> 00:38:47,435
referenced your article a few
times.

708
00:38:47,435 --> 00:38:50,350
That's in the show notes.

We've shared that here live as

709
00:38:50,530 --> 00:38:54,070
well.
And you mention and
recommend

710
00:38:54,070 --> 00:38:58,690
spending about 15 minutes a day
engaging with
potential

711
00:38:58,690 --> 00:39:00,616
partners before reaching out,
right?

712
00:39:00,616 --> 00:39:03,288
So, and you
talked a little
bit about that earlier too.

713
00:39:03,288 --> 00:39:05,587
I believe.
What
should that activity

714
00:39:05,587 --> 00:39:08,763
actually look like?
What What does that
mean when

715
00:39:08,763 --> 00:39:11,916
we're engaging with potential
partners before we
reach out?

716
00:39:11,916 --> 00:39:13,890
What it what should we be doing
there?

717
00:39:14,730 --> 00:39:16,350
Losh Moodaley: I think we

touched on it a bit earlier, and

718
00:39:16,380 --> 00:39:20,610
it's really just commenting and
just getting more involved,

719
00:39:21,180 --> 00:39:22,880
Marc Ronick: yeah, Losh
Moodaley: into with their


720
00:39:22,888 --> 00:39:26,255
brand, and so when you do have
those conversations, it becomes

721
00:39:26,255 --> 00:39:29,790
a lot easier, and the
conversation is a lot warmer,


722
00:39:29,798 --> 00:39:32,990
and you can reference things a
lot easier.

723
00:39:32,990 --> 00:39:36,560
Yes, pretty much.
Marc Ronick: Okay, okay.

724
00:39:36,560 --> 00:39:38,906
Ralph Estep Jr.: I was actually
talking to somebody the other

725
00:39:38,960 --> 00:39:42,266
day, and they had a great idea,
and they said, "What I do is I

726
00:39:42,320 --> 00:39:45,626
go onto LinkedIn and I find out
who the marketing director is,

727
00:39:45,680 --> 00:39:48,986
and I actually buy them small

gifts, and I send small gifts to

728
00:39:49,040 --> 00:39:51,680
the marketing director.
And I
thought that was a

729
00:39:51,680 --> 00:39:54,783
really brilliant idea because
you don't
have to spend a lot

730
00:39:54,783 --> 00:39:58,186
of money, but imagine if you got
something
from somebody who is

731
00:39:58,186 --> 00:40:00,466
a content creator.
I would think it's
going to

732
00:40:00,466 --> 00:40:03,760
put you to the top of the list.
What do you think, Losh?

733
00:40:03,760 --> 00:40:05,176
Losh Moodaley: I love that idea.



734
00:40:05,184 --> 00:40:08,351
You know, anything that you can
do that would warm up the


735
00:40:08,359 --> 00:40:11,480
contact would be great.
Just kind of put you in there.

736
00:40:11,480 --> 00:40:13,781
You
suddenly get into their
frame of reference.

737
00:40:13,781 --> 00:40:16,640
So I think it's a
great idea.
Yeah, awesome.

738
00:40:16,640 --> 00:40:17,956
Marc Ronick: Yeah, I know.
I
know.

739
00:40:17,956 --> 00:40:19,832
Even I know this is a little
bit.

740
00:40:19,832 --> 00:40:23,433
This isn't exactly
the topic
we're talking about, but as far

741
00:40:23,433 --> 00:40:26,414
as that gift giving
thing
goes, I know that also works

742
00:40:26,414 --> 00:40:28,493
really well between hosts
and
guests.

743
00:40:28,493 --> 00:40:32,144
When whether it's you're trying
to court a guest
in the first

744
00:40:32,144 --> 00:40:35,632
place, or you've had the guest
on your show and
you want to

745
00:40:35,632 --> 00:40:38,429
really stand out afterward,
that's a great way to
do it.

746
00:40:38,429 --> 00:40:42,193
Is I know that one of the very
first podcast interviews I
did

747
00:40:42,193 --> 00:40:45,755
since I started my business.
They sent me a coffee mug, and


748
00:40:45,763 --> 00:40:48,872
that coffee mug had their
podcast logo on it, and it had


749
00:40:48,880 --> 00:40:52,311
something on the back or of it
that said something like, "I was

750
00:40:52,311 --> 00:40:56,098

a guest on you know this show,
and I really liked it, and I


751
00:40:56,106 --> 00:40:58,900
still have it today.
It's over here on one of my

752
00:40:58,900 --> 00:41:02,462
tables here
that I just look
at every day when I come into my

753
00:41:02,462 --> 00:41:04,358
studio.
So
yeah, that kind of thing,

754
00:41:04,358 --> 00:41:07,938
doing things that help you stand
out
from everybody else who's

755
00:41:07,938 --> 00:41:11,120
trying to pitch that sponsor can
really
go a long way.

756
00:41:11,120 --> 00:41:14,357
So I appreciate that.
DR: So what would be an


757
00:41:14,365 --> 00:41:17,887
appropriate gift for a sponsor?
This makes me a little bit


758
00:41:17,895 --> 00:41:20,206
uneasy.
I gotta say, it makes me feel

759
00:41:20,206 --> 00:41:22,981
like I'm really trying to
kiss
their ass.

760
00:41:22,981 --> 00:41:25,594
What I'm saying, Marc Ronick:
and I'm going to
jump in first

761
00:41:25,594 --> 00:41:28,962
and just say it could be as
simple as sending
some kind of

762
00:41:28,962 --> 00:41:32,808
note with a even just some kind
of little
trinket, even a pen

763
00:41:32,808 --> 00:41:35,690
or something with your logo on
it, something
like that.

764
00:41:35,690 --> 00:41:39,304
It does not have to be something
that's breaking the
bank, in

765
00:41:39,304 --> 00:41:40,990
my opinion.
Losh, what do you think?

766
00:41:41,520 --> 00:41:42,690
Losh Moodaley: I totally agree.


767
00:41:42,698 --> 00:41:44,557
It's a mug.
It could be a pen.

768
00:41:44,622 --> 00:41:47,579
It could be a cap.
It could be a
T-shirt.

769
00:41:47,579 --> 00:41:51,168
You know those general marketing
merch items with your
logo on

770
00:41:51,168 --> 00:41:54,108
a little note.
It doesn't have to break the

771
00:41:54,108 --> 00:41:56,408
bank
at all.
Ralph Estep Jr.: It could be a


772
00:41:56,416 --> 00:41:58,534
handwritten note too.
That's what a lot of people

773
00:41:58,534 --> 00:42:01,322
don't think
about anymore.
How many times do you receive

774
00:42:01,322 --> 00:42:04,658
something that's
handwritten.
It's going to get to the top of

775
00:42:04,658 --> 00:42:07,055
the pile because
you got 300
emails and five instant

776
00:42:07,055 --> 00:42:08,990
messages, and LinkedIn
stuff
is a mess.

777
00:42:08,990 --> 00:42:11,872
If you send somebody a
handwritten note, I
love to

778
00:42:11,872 --> 00:42:14,560
get them personally.
I think that'd be a great idea.

779
00:42:14,560 --> 00:42:17,300
Losh Moodaley: So do I.
I
absolutely love them.

780
00:42:17,300 --> 00:42:22,511
DR: So I have this picture in my

mind of me trying to reach out

781
00:42:22,600 --> 00:42:27,723
to the 100 sponsors that you

said earlier, and sending out

782
00:42:27,811 --> 00:42:33,200
100 handwritten notes, 100 mugs,

100 pens with my logo on it.

783
00:42:33,200 --> 00:42:36,108
Losh Moodaley: When it comes to
gifting, perhaps the best idea

784
00:42:36,170 --> 00:42:38,610
would be to look at the top your

top 10.

785
00:42:38,610 --> 00:42:42,565
Like, who do you get a response
from, and then you
know, do it

786
00:42:42,565 --> 00:42:44,710
that way.
Narrow it down that way.

787
00:42:44,710 --> 00:42:46,026
DR: Okay.
Ralph Estep Jr.: What you're


788
00:42:46,034 --> 00:42:48,502
saying is, once you start to
warm that relationship, you see

789
00:42:48,502 --> 00:42:50,169
there's some there's some
camaraderie there.

790
00:42:50,169 --> 00:42:53,430
Then you
would go and start to
look at making kicking it up a

791
00:42:53,430 --> 00:42:55,826
notch.
Marc Ronick: By the way, those


792
00:42:55,834 --> 00:42:59,824
little promotional items, the
Yiddish term I believe is DR:

793
00:42:59,824 --> 00:43:00,292
chachkeys.
Chachkis.

794
00:43:00,292 --> 00:43:01,839
That's
right.
Marc Ronick: Yes.

795
00:43:01,839 --> 00:43:03,751
Sid has a
question.
Go for it, Sid.

796
00:43:03,751 --> 00:43:06,978
And Sid is somebody who has
recently
really embraced the

797
00:43:06,978 --> 00:43:09,534
idea of bringing on sponsors to
his
podcast.

798
00:43:09,534 --> 00:43:12,720
So I'm curious.
And also, by the way, live from

799
00:43:12,720 --> 00:43:14,598
Costa Rica, I believe, right
now.

800
00:43:14,598 --> 00:43:16,968
Go for it, Sid.
Sid Meadows: Yes.

801
00:43:16,968 --> 00:43:19,695
Good morning,
everybody.
I am live from Costa Rica.

802
00:43:19,695 --> 00:43:23,480
I am sitting watching the

boats move around in the water,

803
00:43:23,660 --> 00:43:27,730
and was not prepared that Costa
Rica does not change time.

804
00:43:27,730 --> 00:43:31,370
So I'm actually on Mountain
Time,
which has totally

805
00:43:31,370 --> 00:43:33,612
confused my calendar for the
week.

806
00:43:33,612 --> 00:43:37,488
But yes,
as Mark mentioned, I
am the niche podcaster you

807
00:43:37,488 --> 00:43:40,656
talked about
earlier.
My podcast is about the people,

808
00:43:40,656 --> 00:43:42,910
products, and ideas that
shape
the future of the office

809
00:43:42,970 --> 00:43:47,590
furniture industry, and I have

eight sponsors, all really good.

810
00:43:47,650 --> 00:43:50,560
And I think the key that the

thing that you said over and

811
00:43:50,620 --> 00:43:53,239
over that's really resonating

with me is the relationships.

812
00:43:53,239 --> 00:43:56,410
I had a relationship of some

degree with every one of my

813
00:43:56,470 --> 00:44:00,227
sponsors before I ever made the
ask, whether I'd had a Zoom

814
00:44:00,227 --> 00:44:03,900
call with them or an in-person

meeting with them, but and I

815
00:44:04,020 --> 00:44:07,680
know my audience really well.

And but the one thing that you

816
00:44:07,740 --> 00:44:11,430
said that I actually wanted to

comment on was depending on the

817
00:44:11,640 --> 00:44:14,850
size of the company that you're
targeting, and I do think that

818
00:44:14,910 --> 00:44:17,817
targeting sponsors should be a

very intentional act.

819
00:44:17,817 --> 00:44:21,260
I understand the 50 and 100 but
I
also think there's a very

820
00:44:21,500 --> 00:44:23,690
intentional act here of

alignment with your show,

821
00:44:23,960 --> 00:44:26,570
alignment with your audience,

and you know I have eight

822
00:44:26,630 --> 00:44:29,890
sponsors, and could I could have

had 12, but I can't tell you

823
00:44:29,890 --> 00:44:33,166
if any more than 12 I'd be have
a
lot more gray hair than I

824
00:44:33,166 --> 00:44:36,145
have right now because it can be
a
hard thing to manage on the

825
00:44:36,145 --> 00:44:39,176
back end.
But you mentioned find the


826
00:44:39,184 --> 00:44:42,356
marketing director and go build
a relationship with the


827
00:44:42,364 --> 00:44:44,689
marketing director.
I don't disagree with that.

828
00:44:44,689 --> 00:44:49,470
However, my
biggest success
has come from building a

829
00:44:49,470 --> 00:44:52,660
relationship with the

executive, the CEO or the owner

830
00:44:52,840 --> 00:44:55,150
of the business.
And I just want
to be clear

831
00:44:55,150 --> 00:44:57,862
about this: I'm building the
relationship to
build a

832
00:44:57,862 --> 00:45:02,709
relationship with them before I.
Ever ask them about
sponsoring

833
00:45:02,709 --> 00:45:05,976
my podcast and becoming part of
my sponsorship
group?

834
00:45:05,976 --> 00:45:08,736
Right.
Don't be afraid to bypass the

835
00:45:08,736 --> 00:45:12,210
marketing director or
someone
else in order to build a

836
00:45:12,240 --> 00:45:13,224
relationship at the highest

level.

837
00:45:13,224 --> 00:45:16,686
Because at the end of the day,
that's where the real
decision

838
00:45:16,686 --> 00:45:20,690
is made is at the highest level.
That's my two
cents worth.

839
00:45:21,320 --> 00:45:22,405
Losh Moodaley: Yeah, totally

agree.

840
00:45:22,405 --> 00:45:24,730
And thanks for mentioning that
and bringing that in.

841
00:45:24,730 --> 00:45:28,664
And
often I find at the
highest level, if you do build a

842
00:45:28,664 --> 00:45:31,580

relationship there, given that
the marketing manager is going


843
00:45:31,588 --> 00:45:34,352
to execute because of the
decision making capabilities,


844
00:45:34,360 --> 00:45:36,608
you know.
So thanks for mentioning that.

845
00:45:36,608 --> 00:45:39,020
I totally
agree.
Marc Ronick: And Losh, let's


846
00:45:39,028 --> 00:45:42,465
talk a little bit about once we
have made the connections with


847
00:45:42,473 --> 00:45:45,610
some of these potential
sponsors, and let's talk about


848
00:45:45,618 --> 00:45:47,948
what happens when that doesn't
work out.

849
00:45:47,948 --> 00:45:51,790
In other words, what
should
happen after the first message

850
00:45:51,790 --> 00:45:54,310
if that company doesn't
ever
respond?

851
00:45:55,120 --> 00:45:58,557
Losh Moodaley: Yeah, I think if
the company doesn't respond,

852
00:45:58,557 --> 00:46:03,810
you need to use this as data and

keep refining your approach,

853
00:46:04,590 --> 00:46:07,290
because remember, cold outreach
at the end of the day is a

854
00:46:07,380 --> 00:46:11,754
business skill that does improve

with consistent repetition.

855
00:46:11,754 --> 00:46:16,740
And so, as you go through your

sponsor list, you are more

856
00:46:16,830 --> 00:46:19,850
likely to find more aligned.
So,
any rejection that

857
00:46:19,850 --> 00:46:23,844
happens, just use it as data in
your process
to find the most

858
00:46:23,844 --> 00:46:27,706
aligned sponsors that are going
to
contribute to your the

859
00:46:27,706 --> 00:46:32,348
value of your audience best.
Marc Ronick: But I would imagine

860
00:46:32,348 --> 00:46:35,648

I'm projecting here, but I
would imagine you wouldn't have

861
00:46:35,648 --> 00:46:38,237
any
problem with following up,
right?

862
00:46:38,237 --> 00:46:41,730
Because we don't want to
give
up right away, and I think you

863
00:46:41,730 --> 00:46:43,800
agree based on how I'm
seeing
you react here.

864
00:46:43,800 --> 00:46:48,400
So my question then would be:
How many
follow-ups are

865
00:46:48,400 --> 00:46:52,270
reasonable, and how should each
one add
something useful

866
00:46:52,270 --> 00:46:55,600
rather than repeating the same
original
pitch?

867
00:46:56,560 --> 00:46:59,640
Losh Moodaley: I think it should

be limited to about three.

868
00:46:59,640 --> 00:47:02,518
You know, an initial email.
There's
there's a second

869
00:47:02,518 --> 00:47:04,498
follow up, and then there's a
third.

870
00:47:04,498 --> 00:47:08,096
And by the
end of the third, I
believe you should have some a

871
00:47:08,096 --> 00:47:10,890
yes or a no.

I also think that when you are

872
00:47:10,950 --> 00:47:15,480
doing a follow up, you should

steer the discussion into a yes

873
00:47:15,630 --> 00:47:21,290
or a no, so that you are able to

move on, and not kind of you

874
00:47:21,320 --> 00:47:24,710
know, be strung on for the next
six months to a year and still

875
00:47:24,830 --> 00:47:26,960
not close.
Ralph Estep Jr.: And I think


876
00:47:26,968 --> 00:47:29,642
what you just said is brilliant
because a lot of people don't


877
00:47:29,650 --> 00:47:33,129
understand one of the biggest
obstacles to sales is ask for


878
00:47:33,137 --> 00:47:36,050
the sale.
And I think so many people are

879
00:47:36,050 --> 00:47:38,946
good at having the
small talk,
building the relationships, but

880
00:47:38,946 --> 00:47:42,708
they never
close it because
they don't come out and say ask

881
00:47:42,708 --> 00:47:45,428
for the sale.
So
how do you say to the

882
00:47:45,428 --> 00:47:49,252
person who is super nervous,
who's never
done this before,

883
00:47:49,252 --> 00:47:52,414
somebody has this business, this
brand has
said, yeah, I'm

884
00:47:52,414 --> 00:47:55,324
really interested.
How do you get them
to say

885
00:47:55,324 --> 00:47:58,990
yes, and what do you give them?
Because you somebody might
be

886
00:47:58,990 --> 00:48:02,700
listening right now, Losh, and
has no clue how to make that


887
00:48:02,708 --> 00:48:04,747
happen.
They know I need a sponsor.

888
00:48:04,747 --> 00:48:07,128
I want to be.
I want to
make some money with

889
00:48:07,128 --> 00:48:08,325
this.
I've built this relationship

890
00:48:08,325 --> 00:48:11,258
with
this person, but how do I
get them into that?

891
00:48:11,258 --> 00:48:14,935
Yes, Losh Moodaley: I think it's

going to.

892
00:48:14,935 --> 00:48:20,248
This is a really good question.
I think what you need
to do is

893
00:48:20,248 --> 00:48:24,719
sometimes you know a bit of a
pilot could work, and
what I

894
00:48:24,719 --> 00:48:28,660
mean by that is, you know, do
you kind of if they're
almost

895
00:48:28,660 --> 00:48:31,532
there and you've been building
up this relationship,
is there

896
00:48:31,532 --> 00:48:34,376
something that you just give
them for free to close the


897
00:48:34,384 --> 00:48:36,280
deal?
I'm not talking about an entire

898
00:48:36,280 --> 00:48:40,174
campaign, but I'm saying
you
know maybe add three host reads,

899
00:48:40,174 --> 00:48:43,988
for example, just to kind
of
sweeten the deal and to be able

900
00:48:43,988 --> 00:48:47,200
to close the process, you

know, how can you just provide a

901
00:48:47,260 --> 00:48:49,840
little bit of extra value just

to close that deal?

902
00:48:50,590 --> 00:48:52,780
Marc Ronick: And I think Sid has

a question for you again or a

903
00:48:52,840 --> 00:48:53,740
comment.
Go ahead, Sid.

904
00:48:54,700 --> 00:48:56,780
Sid Meadows: Sales is hard.

Let's be clear.

905
00:48:56,780 --> 00:48:59,392
Sales is hard.
I have done it for 30 years.

906
00:48:59,392 --> 00:49:01,540
Sales
is hard.
Okay, cold outreach sucks.

907
00:49:01,540 --> 00:49:03,940
There's nothing worse
than
cold outreach.

908
00:49:03,940 --> 00:49:06,282
I subscribe to the three strike
rule, right?


909
00:49:06,290 --> 00:49:09,564
The I'm going to reach out to
you three times, and this goes


910
00:49:09,572 --> 00:49:13,374
for a guest that I'm trying to
get on the show as well as a


911
00:49:13,382 --> 00:49:15,678
sponsor.
I'm going to try to connect with

912
00:49:15,678 --> 00:49:19,696
you three times,
and if you
don't respond, then I'm moving

913
00:49:19,696 --> 00:49:22,880
on because let's be
clear: no
response is a response.

914
00:49:22,880 --> 00:49:25,580
Just a soft no.
They
didn't respond to you.

915
00:49:25,580 --> 00:49:26,990
That means no, they're not

interested.

916
00:49:26,990 --> 00:49:29,704
So no response is a response.
But three times, and I


917
00:49:29,712 --> 00:49:33,875
honestly got so much to do in my
daily life in building a


918
00:49:33,883 --> 00:49:37,772
business, businesses plural,
that I don't have time to chase

919
00:49:37,772 --> 00:49:39,620
somebody.
If they're interested and you've

920
00:49:39,620 --> 00:49:42,396
done your job, then
they'll
reach out to you, and maybe they

921
00:49:42,396 --> 00:49:45,529
come back to you
months later
and say, "Oh gosh, I'm so sorry.

922
00:49:45,529 --> 00:49:49,354
I totally forgot
this.
I'd like to talk about this now.

923
00:49:49,354 --> 00:49:51,869
But you know, it's the
three
strike rule for me.

924
00:49:51,869 --> 00:49:55,025
And just remember, I just say it

again: be very intentional

925
00:49:55,025 --> 00:49:57,936
about who you're reaching out
to, and
make sure that the

926
00:49:57,936 --> 00:50:00,090
alignment is there.
Because if the alignment.


927
00:50:00,098 --> 00:50:02,550
There, I believe the
conversations will happen.

928
00:50:03,930 --> 00:50:06,305
Losh Moodaley: Totally agree,
Marc Ronick: Losh.

929
00:50:06,305 --> 00:50:10,248
I have two
more questions.
First question for you is, and I

930
00:50:10,248 --> 00:50:13,825
know I've
already shared that
we've shared the article in the

931
00:50:13,825 --> 00:50:17,239
show notes,
but I also want to
give you an opportunity.

932
00:50:17,239 --> 00:50:19,828
Where can people
connect with
you?

933
00:50:19,828 --> 00:50:22,862
Learn more from you.
Losh Moodaley: You can connect


934
00:50:22,870 --> 00:50:26,586
with me on LinkedIn, and so I
haven't started yet, but I soon

935
00:50:26,586 --> 00:50:29,885
will be posting a lot of
content for all podcasters

936
00:50:29,885 --> 00:50:33,059
looking for
sponsors to help
guide them through the process.

937
00:50:33,059 --> 00:50:35,390
So I think
LinkedIn will be
the best bet for me.

938
00:50:36,320 --> 00:50:37,985
Marc Ronick: Awesome.
Okay, and
we will include that

939
00:50:37,985 --> 00:50:43,045
link in the show notes as well.
And I guess
as we wrap up

940
00:50:43,045 --> 00:50:45,702
today, I'm curious what you
would say.

941
00:50:45,702 --> 00:50:49,460
What's one
action that you
hope a podcaster takes after

942
00:50:49,460 --> 00:50:51,280
hearing today's
whole
conversation?

943
00:50:52,030 --> 00:50:53,647
Losh Moodaley: Oh, that's a

great question.

944
00:50:53,647 --> 00:50:59,284
I think my intention behind
behind this was
starting those

945
00:50:59,284 --> 00:51:02,945
conversations.
So if you're a podcaster that

946
00:51:02,945 --> 00:51:06,058
has
been thinking about
getting sponsors and you don't

947
00:51:06,058 --> 00:51:09,312
know
where to start, I'm
hoping that this will give you

948
00:51:09,312 --> 00:51:14,361
that initial
push to do so.
Marc Ronick: Yeah.

949
00:51:14,361 --> 00:51:18,748
So today's
process, today's
show, today's concept begins

950
00:51:18,748 --> 00:51:24,024
with, from what
I'm taking
away is understanding the value

951
00:51:24,024 --> 00:51:28,424
of your audience,
identifying
companies that serve that

952
00:51:28,424 --> 00:51:31,317
audience, right?
Like
finding the right fits

953
00:51:31,317 --> 00:51:34,607
and researching the right
prospects,
building

954
00:51:34,607 --> 00:51:38,180
familiarity, and making a clear
first approach, right?


955
00:51:38,188 --> 00:51:42,460
So the goal for this week
doesn't have to be for us to be

956
00:51:42,460 --> 00:51:45,245
closing a sponsorship deal.
If we're going to take anything

957
00:51:45,245 --> 00:51:49,270
away, I think a strong first
step, in my opinion, could be


958
00:51:49,278 --> 00:51:53,830
building a qualified list and
beginning a few of these genuine

959
00:51:53,830 --> 00:51:57,002

relationships that Losh has
encouraged us to do.

960
00:51:57,002 --> 00:51:59,683
So, Losh,
thank you so much
for this conversation.

961
00:51:59,683 --> 00:52:03,093
Really appreciated
the article
that you had published over at

962
00:52:03,093 --> 00:52:06,224
the podcast
host, and really
appreciate you digging into that

963
00:52:06,224 --> 00:52:07,320
today.
So
thank you.

964
00:52:08,080 --> 00:52:09,865
Losh Moodaley: Thanks, Marc.

Thanks, everyone.

965
00:52:09,865 --> 00:52:11,920
Yeah, thanks for having me on
the show.

966
00:52:12,090 --> 00:52:13,800
Marc Ronick: You're welcome, and

a big shout out to Ralph for

967
00:52:13,860 --> 00:52:17,060
finding another fantastic guest
for the podcasting morning

968
00:52:17,060 --> 00:52:19,815
show.
And a reminder that again, we


969
00:52:19,823 --> 00:52:22,520
are back tomorrow covering all
things podcast news, and I'm


970
00:52:22,528 --> 00:52:25,670
going to tell you right now one
of the big stories I know is


971
00:52:25,678 --> 00:52:29,235
going to create a ton of
conversation is around Jay


972
00:52:29,243 --> 00:52:35,066
Shetty's big podcast deal he
just made, where he signed $100

973
00:52:35,066 --> 00:52:38,510
million contract, and we're
going to talk about that, our


974
00:52:38,518 --> 00:52:42,026
thoughts about that, and what
that means for him, for Netflix,

975
00:52:42,026 --> 00:52:45,754

and for his audience.
So we will do that tomorrow.

976
00:52:45,754 --> 00:52:49,230
And until
then, make it a
great day, everybody.

977
00:52:49,230 --> 00:52:50,050
Take care.