What happens when a creator who's built an 18-year business decides to sell it — sponsors, audience, and all? Pat Flynn just sold Smart Passive Income to Liz Wilcox, and in this episode, we get into the real anxieties, the sponsor conversations nobody talks about, and how Liz plans to reset the entire sponsorship strategy for SPI.

• Why Pat turned down multiple 8-figure offers before finally saying yes to Liz
• The exact way Pat and Liz introduced the transition to sponsors without spooking them
• Liz's plan to lean into email over YouTube subscriber counts when pitching brands
• How Pat's Vault X binder deal went from a random shoutout to a six-figure sponsorship
• Why "closed mouths don't get fed" applies to pitching brands on surfaces they don't know you have

Follow our guests:
Pat Flynn: https://patflynn.com/
Liz Wilcox: https://lizwilcox.com/

Grab my book, Sponsor Magnet, to learn how to transform your influence into income: https://sponsormagnet.com

Want one-on-one sponsorship coaching? Join Wizard's Guild: https://wizardsguild.com

0:00 Pat Flynn's Confession: Selling Smart Passive Income
0:19 Meet Liz Wilcox, the New Owner of SPI
1:35 The Anxiety Behind Handing Off an 18-Year-Old Business
4:54 Liz's Sponsorship Philosophy: Doubling Down on Email
8:42 Passing the Baton: Rebuilding Sponsor Trust
10:03 Involving Your Audience in Sponsorship Decisions
13:05 Merging Two Brands Into One
14:06 The Video Content Opportunity for SPI
18:19 Pat's Vault X Deal and the Power of Giving Wins First
21:30 Where to Follow the New SPI

For collaborations or partnerships, shoot us a note: [email protected]

What happens when a B2B consultant who's never called himself a "creator" ends up with his face on a banner seen by over a million people? Jay Acunzo breaks down how he turned cold, cobbled-together sponsor arrangements into a systematic revenue engine — without ever sending a rate sheet.

• Why Jay refuses to call himself a YouTuber, podcaster, or newsletter writer — and how he still built a sponsorship engine anyway
• The "stacking" strategy that turned a Mailchimp partnership into content he wanted to make anyway
• How reigniting a cold relationship with Wistia turned into a 4-webinar series that outperformed their biggest marketing expense of the year
• The licensing lesson that got Jay thousands of extra dollars he never would've asked for
• Why goal-based proposals beat rate sheets every single time

Follow our guest:
Jay Acunzo — https://linkedin.com/in/jayacunzo

Grab my book, Sponsor Magnet, to learn how to transform your influence into income: https://sponsormagnet.com

Want one-on-one sponsorship coaching? Join Wizard's Guild: https://wizardsguild.com

0:00 Meet Jay Acunzo: The B2B Consultant Who Isn't a "Creator"
0:31 Premise & IP: What Jay Actually Sells
1:36 Why Jay Refuses to Call Himself a YouTuber or Podcaster
2:30 How the Sponsorship Wheel Rewired Jay's Thinking
3:55 The Problem With Reactive, "Slap-a-Logo-On-It" Sponsorships
6:04 The Mailchimp Deal: Stacking Sponsorship on Top of What You Already Do
8:36 Reigniting a Cold Sponsor Relationship With Wistia
11:03 Pitching "Fix My Webinar": Turning an Idea Into a Sponsored Series
13:34 Being the Guinea Pig for a Brand's First Creator Partnership
15:54 The Licensing Lesson That Made Jay Thousands More
19:57 Why Goal-Based Proposals Beat Rate Sheets Every Time
23:08 Behind the Scenes: Shooting "Shenanigans" With Wistia
26:25 The Results: Doubling Wistia's Average Webinar Numbers
29:56 The Payoff: A Banner in Front of a Million Users
32:19 Sponsorship Done the Creator Wizard Way

For collaborations or partnerships, shoot us a note: [email protected]

There's a new reason brands are paying creators, and it has nothing to do with follower count. Kaleigh Moore, an AI search strategist who works with B2B brands, breaks down how AEO (Answer Engine Optimization) works, and how you can pitch it to land bigger sponsorship deals.

• Why AI tools like ChatGPT and Claude are now citing creators the same way they'd cite a magazine or news outlet
• The 3-4 word "named framework" trick that helps LLMs recognize you as an authority
• Why LinkedIn, YouTube, and Reddit are the three highest-signal platforms for AI citations
• How to price AEO work when there's no established market rate yet
• The AI usage rights clause you need in every contract before granting a brand training access to your content

Follow our guest: Kaleigh Moore — Website: https://www.kaleighmoore.com/

Grab my book, Sponsor Magnet, to learn how to transform your influence into income: https://sponsormagnet.com
Want one-on-one sponsorship coaching? Join Wizard's Guild: https://wizardsguild.com

00:00 What Is Creator AEO?
00:34 The Elevator Pitch for Brands
01:26 Why Hire Creators Over In-House Content?
02:56 Real Example: A Niche Podcaster Landing Big Deals
03:47 Three Tactics to Start Earning AI Citations
05:30 The Highest-Signal Platforms for AI Search
06:44 How Brands Like HubSpot Are Recruiting Creators
08:10 Can You Guarantee AI Citations? The Honest Answer
09:16 Best Deliverables to Pitch to Brands
10:19 Negotiating ROI for AEO Campaigns
11:15 Advice for Creators Without a Track Record
12:36 What If You Don't Have a Defined Niche?
13:56 How to Price AEO Work
15:33 The AI Training Rights Clause You Need in Contracts
17:23 Helping Brand Decision-Makers Make the Internal Case
20:01 Kaleigh's Own Pivot to AI Search Strategy
21:50 Where to Follow Kaleigh

For collaborations or partnerships, shoot us a note: [email protected]

Ever wondered what it's actually like to run a creator business with your spouse? I sat down with my wife (and OG YouTuber) April to break down every step of doing sponsorships together — the pros, the friction, and everything in between.

• Why April trusted me completely with the business side of sponsorships from day one
• The exact 8-step "Sponsorship Wheel" we use for every deal — pitching to publishing
• How we split creative vs. business roles (and the fights that taught us to stay in our lanes)
• What it was really like making over $100K/month on sponsorships — and why that wasn't actually the goal
• April's grief journey after losing both parents, and how it reshaped her relationship with success
• Why niching down beats chasing views, and the almost-viral video that made $0

Grab my book, Sponsor Magnet, to learn how to transform your influence into income: https://sponsormagnet.com

Want one-on-one sponsorship coaching? Join Wizard's Guild: https://wizardsguild.com

00:00 Doing Sponsorships as a Couple
01:43 Step 1: Pitching Brands
06:20 Step 2: Negotiation
08:04 Step 3: Contracts
09:11 Step 4: Concept Development
13:24 Step 5: Production Growing Pains
21:57 Step 6: Handling Brand Feedback
24:34 Step 7: Publishing & Engagement
27:01 Dealing With Hate at Your Peak
32:20 Redefining Success Beyond Views

For collaborations or partnerships, shoot us a note: [email protected]

Turn your book idea into reality with Lulu Publishing.
Start publishing for free today: https://creatorwizard.com/lulu
Thanks to Lulu for sponsoring this episode!

Every creator pitches brands the same three things: awareness, repurposing, conversion. In this episode, I break down a fourth angle almost nobody uses — churn — and show you exactly how to turn it into a pitch that gets read instead of deleted.

• The ARC framework and the overlooked difference between acquisition and retention
• What churn actually costs a brand every single month (and why it terrifies them)
• Why your audience might already be a brand's existing customer base
• The exact word-for-word pitch script for a retention-based sponsorship
• Three places to find out if retention is a budget priority for any brand you want to work with

Grab my book, Sponsor Magnet, to learn how to transform your influence into income: https://sponsormagnet.com

Want one-on-one sponsorship coaching? Join Wizard's Guild: https://wizardsguild.com

00:00 The Pitch Almost Nobody Uses
00:44 The ARC Framework Breakdown
02:18 What Churn Actually Means
03:26 Your Audience Is Already Their Customers
04:08 Sponsor: Lulu Self-Publishing
05:29 The Exact Retention Pitch Script
06:55 How Kit's Haley Approves Sponsorship Budgets
07:30 Finding Retention Budget at Any Brand
08:18 Apply for Sponsorship Coaching

For collaborations or partnerships, shoot us a note: [email protected]

"I don't get a lot of brand deals because I refuse to dance on TikTok." Justin hears this excuse constantly, so he's putting it to bed with Bill Flitter's story — a 20-year advertising vet who landed a massive sponsorship for his youth sports startup in just two emails and two weeks.

• Why a complete outsider to "selling" sponsorships closed a deal faster than most seasoned creators
• The moment a sponsor said "yes, go for it" with no limits — and why that stunned Bill
• The exact proposal structure (three tiered options) that made the pitch easy to say yes to
• How a personal, hyper-local PS line added instant credibility with zero track record
• The mindset shift — from "I need this deal" to "I have something of value" — that changes your pricing, follow-up, and confidence

Follow our guest: Bill Flitter, founder of Sideline (fan engagement and loyalty platform for youth sports tournaments) here: https://www.linkedin.com/in/billflitter/

Grab my book, Sponsor Magnet, to learn how to transform your influence into income: https://sponsormagnet.com

Want one-on-one sponsorship coaching? Join Wizard's Guild: https://wizardsguild.com

00:00 Why "I Don't Dance on TikTok" Isn't the Real Problem
00:37 Meet Bill Flitter and His Youth Sports Startup, Sideline
04:02 The Cold Email That Started It All
05:07 "Now What?" Navigating the First Sponsor Call
09:01 Naming Rights, Surprise Coupons, and the Campaign That Worked
14:06 The Mindset Shift: From Needing the Deal to Having Value
16:00 Why Silence Isn't a No — The Follow-Up Strategy That Pays Off
17:13 Adding Credibility With Zero Track Record
19:28 What To Do When a Brand Goes Quiet

For collaborations or partnerships, shoot us a note: [email protected]

What happens when a $6,000/month brand deal falls apart at the finish line? I'm walking you through the entire Perplexity partnership from the very first LinkedIn DM to the moment it collapsed — including the actual proposal, real pricing, and every package I put together.

• The exact video pitch I sent instead of just replying to their DM (and why it worked)
• How I structured a 4-tier proposal ranging from $4K to $16.5K/month
• Why I include a "measuring success" page in every proposal I send
• The moment they came back with a custom package request — and how I built "Package 1.5" on the fly
• What actually happened when the deal fell through, and why I'm not mad about it
• The mindset shift that turns you from a commodity into a true brand partner

This one's different — it's a radically transparent look at a deal that didn't work out, not just the wins. If you've ever had a partnership die right before the finish line, this is for you.

Grab my book, Sponsor Magnet, to learn how to transform your influence into income: https://sponsormagnet.com

Want one-on-one sponsorship coaching? Join Wizard's Guild: https://wizardsguild.com

00:00 I Lost a $6K/Month Perplexity Deal
00:28 The Cold LinkedIn Message That Started It
02:14 Prepping for the Call the Right Way
05:04 Building the Proposal: What I Heard
06:56 Package 1: LinkedIn Essentials ($4K/mo)
07:31 Package 2: The Amplified Package ($7.5K/mo)
08:56 Package 3: Community Builder ($12K/mo)
12:03 Package 4: Full-Funnel Partnership ($16.5K/mo)
12:56 Why I Include a "Measuring Success" Page
16:02 Their Counter-Offer and Building Package 1.5
18:33 The Contract Stalls, Then Falls Apart
19:05 Lessons Learned From a Deal That Died

For collaborations or partnerships, shoot us a note: [email protected]

How Elizabeth turned 4,000 Instagram followers into $10,000 in sponsorships in under two months — without a big platform, a media kit, or any sponsorship experience before meeting Justin.

• Why year one and year two of her live event barely broke even (and what changed in year three)
• The "marketing consultant mindset" that separates creators who keep sponsors from creators who lose them
• Why 30-35 cold pitches converted to zero deals — and what finally worked instead
• How to pitch retention campaigns instead of conversion when your audience is small
• The 3-tier sponsorship package structure that made it easy for brands to say yes

Elizabeth is a business coach based in Virginia who runs an annual in-person event in Virginia Beach. Three years in, and this was the first year her event turned a real profit — all because of the sponsorships she landed after meeting Justin at a mastermind.

Grab my book, Sponsor Magnet, to learn how to transform your influence into income: https://sponsormagnet.com

Want one-on-one sponsorship coaching? Join Wizard's Guild: https://wizardsguild.com

0:00 From 4K Followers to $10K in Sponsorships
1:01 Meeting Justin and Going to Sponsor Games
1:48 Year One: Beginner's Luck
2:16 Year Two: The Lessons in Failure
4:50 The Marketing Consultant Mindset
7:28 Breaking Down the Event's Profit and Loss
9:19 No Creator Is Too Small
10:23 Structuring Sponsorship Packages
13:20 Pitching Retention Over Conversion
16:01 The Marketing Push That Filled the Room

For collaborations or partnerships, shoot us a note: [email protected]

Learn how to use a book to build your brand: https://www.creatorwizard.com/lulu
Thanks to Lulu for sponsoring this episode!

Ever wonder what goes into planning a live event where attendees walk away with actual brand deals? In this behind-the-scenes team call, Justin sits down with his event producer Sarah and coaching program director Bianca to plan Sponsor Games 2027 — and get real about what worked, what didn't, and what needs to change.

• Whether to chase niche industry sponsors or stick with broad creator-economy brands
• Why the brand deal giveaway needs to be baked into the programming instead of bolted on
• How to fix the "chicken or egg" problem of surveying attendees before ticket sales roll in
• The behind-the-scenes story of landing a surprise Hard Rock Cafe sponsorship
• Whether Sponsor Games might be leaving San Antonio for a new city in 2027

Grab my book, Sponsor Magnet, to learn how to transform your influence into income: https://sponsormagnet.com

Want one-on-one sponsorship coaching? Join Wizard's Guild: https://wizardsguild.com

00:00 Behind the Scenes: Planning Sponsor Games 2027
01:16 Meet the Team & Last Year's Wins
01:54 Should We Bring In Niche Industry Sponsors?
04:29 Why Newer-to-Influencer Brands Are Easier to Land
06:55 The Logistics Nightmare of Giving Away Brand Deals
08:32 Fixing Our Attendee Survey Strategy
09:22 Was the Brand Deal Giveaway Actually Worth It?
12:58 The Fix: Bake It Into the Programming
14:29 Revisiting Our Northstar Goal
16:09 How Do We Actually Pull This Off?
19:54 Rethinking the Sponsor Agreement Structure
21:13 Why We Need Sponsor Testimonials
23:01 Are We Inserting Ourselves Too Much?
26:11 Building Multi-Year Sponsor Relationships
28:36 Niche vs. Broad: Choosing the Right Sponsors
30:17 Surveying Past Attendees for Better Pitches
32:00 Finding Adjacent Brands Creators Actually Use
34:20 The Hard Rock Cafe Deal Story
35:45 Are We Moving to a New City?
36:50 Positioning the Sponsorship Pitch for 2027
38:48 Lulu's Return as Title Sponsor
40:36 Staying True to What Actually Works

For collaborations or partnerships, shoot us a note: [email protected]

Ever send a pitch, follow up once, and then just... stare at your inbox wondering if you blew it? In this episode, Justin breaks down five specific follow-up approaches you can use when a brand goes quiet after your pitch — so you can stop second-guessing yourself and start getting responses.

• Why "just circling back" is killing your follow-ups (and what to say instead)
• The channel-switching trick that gets replies in minutes, not weeks
• How to use the ROPE method to make your follow-up impossible to ignore
• The "lunch and learn" pitch that positions you as a resource, not a beggar
• When it's actually time to let a lead go (and how to do it without burning the bridge)
  

Grab my book, Sponsor Magnet, to learn how to transform your influence into income: https://sponsormagnet.com

Want one-on-one sponsorship coaching? Join Wizard's Guild: https://wizardsguild.com

00:00 Why Your Follow-Ups Aren't Working
00:28 Approach #1: Stop Just "Circling Back"
02:01 Approach #2: Change the Channel
03:16 Approach #3: Get Specific with the ROPE Method
06:26 Approach #4: Offer Something Unexpected
10:47 Approach #5: Knowing When to Let It Go

For collaborations or partnerships, shoot us a note: [email protected]