GIVE SPONSORS WHAT THEY NEED
Once you have 20,000 monthly visits to your home base, it’s
time to find sponsors to monetize your content directly.
It’s important to remember what sponsors want. It’s not
to be in the proximity of your magnificence. They want you to
introduce them to their future customers.
When thinking about which companies are viable sponsors
for your content, consider what products and services are
relevant to the people who are interested in your topic. At every
event at which you speak, visit each of the sponsor booths.
Do these companies want to sell to people who consume the
content you create? If so, they are potential sponsors.
RULE #1 BUILD A
Eventually, you’ll have a presence in many digital
locations, but you must have one place that is your
primary residence. This is where you put all your
stu;, especially your best stu;. It’s where you aggregate your expertise, and it becomes a magnet for your
audience and your sponsors.
It’s critical to not try to build your home base
on rented land. A robust Facebook page or You Tube
channel may seem like a viable home base, but it’s
not. Your home base needs to be your own website;
something you actually control.
Remember, however, that the website you use for
speaking (which is often yourname.com) may not be
a particularly e;ective home base. Your home base is
about a topic, not about you.
If your topic is leadership, create and maintain a website or blog about leadership and run
it in parallel to your speaking site. For me, I run
ConvinceAndConvert.com—my home base about
digital marketing and online customer service. It
exists side by side with JayBaer.com, which is about
The audience for your home base is the people
who benefit from your expertise. Your speaking website is for people who book you to speak.
Put another way, your home base is about help.
Your speaking site is about hype.
2RULE #2: GIVE AWAY EVERYTHING
HOW TO STRUCTURE
Especially when first getting
started, you want just a few
sponsors, as it’s easier to
manage a smaller number of
expectations and relationships. Your sponsorship
¢ be packages that include
several elements such as
home base ads, podcast
sponsorship, email ads, and
¢ last for 12 months ideally,
six months minimum.
¢ describe exactly what
you will do for the sponsors,
what they need to supply,
Fees for sponsorships
are typically invoiced
monthly to sponsors.
What do you put on your home base?
Everything you know.
In today’s fast-moving, hyper-com-petitive environment, information
eventually becomes free, or nearly
so. There are countless blogs, videos,
podcasts, and more about every conceivable topic. All of them are free.
Even newspapers and magazines have
been forced to give away most of their
content, attempting to monetize it
through sponsorships instead of subscriptions. You are not going to be able
to buck this trend.
Instead, take the entirety of your
knowledge, break it up into small,
easily digestible pieces, and methodically give it away for free on your
For an example, see how former
NSA President Shep Hyken, CSP,
CPAE, does this on his home base at
hyken.com/blog (although I would
advise Shep to take this terrific blog
and put it on a separate site).