How to RUIN your company's reputation in 23 minutes.

And it's 100% preventable.

🧵

Celebrity influencers are costing you a ton of money!

And it's not just my opinion. NP Digital's research backs this up.

Celebrities: -59% ROI
Micro-Influencers: +37% ROI

Talk about a big disparity in both audience size and ROI!

But, why is that? 🧵

STOP treating influencers like they're your sales reps.

I see this mistake all the time.

Companies hand creators a brief full of required talking points about product features, discount codes, and even company achievements.

Then they wonder why the campaign underperformed...

Here's the reality 🧵

I have educational books of varying topics stacked practically up to the ceiling.

Unfortunately, most of them are a waste of time or bore me to death.

But these 4 books are vastly different: 👇

Want to know what's the most overlooked leverage point in negotiating long-term creator campaigns?

It's probably not what you think...

🧵

My biggest influencer marketing mistake?

No Campaign Framework.

I used to wing it.

Now, I have a process:

- Campaign Strategy
- Influencer Selection
- Outreach & Negotiation
- Preparation & Execution
- Analysis

Build a framework that’s comprehensive and repeatable.

Makes everything 10x easier.

Most Popular Platforms =/= Best Platform

That's right. I said what I said. 😤

Just because a social platform is the most popular does NOT mean it's the best platform for your next influencer campaign.

Here's why: 🧵

The Rule of 100 changed my life.

Most people see me as extroverted; a natural at networking.

What they didn't see was that I was terrified of asking for anything; whether for a business opportunity or just a favor.

The "no" felt personal; a rejection of my worth.

Then I found the Rule of 100. 🧵

For those of you that like seeing examples, here's a screenshot of an actual outreach email I sent that uses that same formatting.

Not only did it pique the interest of the creator and got them to reply, but it also led to a successful campaign with them too.

📢 Important Rule of Thumb: Keep. It. Simple.

For subject lines, I use this: ____ Sponsorship Opportunity - Brand x Creator

Here's exactly why this simple structure works so well: