Creator-Operators Underprice Influence, Jeopardize Business Growth

Key Quotes

"I believe that most creator operators are they're underpricing themselves I think that if you're making less than a million dollars a year ideally you're not doing any of these deals at all where people are offering you to do a post but if you're going to take one maybe you're charging 3 000 okay if you're under a million if you're doing a million to 5 million a year maybe you're charging 5 to 10 grand if you're doing 5 to 10 million a year you're charging 10 to 25 grand if you're making 10 million plus a year charge 25 grand and what I mean by this is per post"

The speaker argues that creator operators are significantly underpricing their services for sponsored posts. They provide a tiered pricing structure based on annual revenue, suggesting that those earning over $10 million per year should charge at least $25,000 per post. This highlights the speaker's belief in the high value and demand for content from established business owners.

"The opportunity of costs of the opportunity cost of being taken away from running your business is actually worth more than the 25 grand or whatever that you're being paid and so you know I remember the other day um someone someone sent us a message and they're like oh but you only get x amount of views but it was very disrespectful right I'm like yeah that's why I charge you know 25 grand plus because I'd have to deal with people like you"

The speaker explains that the opportunity cost of diverting attention from their core business operations is a critical factor in pricing sponsored content. They assert that the time and focus required to engage with such deals, especially with clients who question their value based on views, justifies a higher price. This demonstrates the speaker's perspective that their primary business is more valuable than the revenue generated from influencer-style posts.

"My point in saying this is it sounds like maybe we're coming from a place of privilege and and and I would say maybe we are but you're going to make a lot more money in the long term focusing on your business the other problem too is if you focus too many on too many of these creator deals you end up getting sucked into this creator world because you know 10 grand a pop 25 grand a pop you do a few of these it starts to add up and you're like man I'm I'm really doing well right now and and you are personally but it's not good for your business"

The speaker acknowledges that their pricing and approach might seem privileged but emphasizes that long-term business growth should be the priority. They caution against becoming overly involved in creator deals, as the immediate financial gains can be misleading and detract from the sustainability of the primary business. This illustrates the speaker's concern that a focus on creator income can lead individuals away from their core entrepreneurial activities.

"The two I did they were with current clients I tend to only do them with in two circumstances one current clients or b with companies that I want as a client but they're not going to be as a client and I'm I would look at who's hitting me up because if it's another ad agency hitting me up it's not going to help me get them as a client so I need the company to actually reach out and then I can get in the door and potentially get more contracts with them but I don't do influencer deals unless it's one of those two and I'm pretty flexible I think I only just charge like 50 grand but it's just for one post and when I say I only charge 50 grand I think I only charge 50 grand not 49 not 45 it's just 50 take it or leave it"

The speaker outlines a selective approach to influencer deals, limiting them to current clients or companies they wish to acquire as clients. They state a preference for direct outreach from potential clients rather than ad agencies, as this can lead to further business opportunities. The speaker also emphasizes a firm pricing of $50,000 for a single post, indicating a no-negotiation stance to maintain perceived value.

"The point I'm getting at this is Eric's spot on we're starting to see way too many people on social media just create content that's just a ton of bullshit so they can get likes like it makes me just start disliking these people and them be like I don't care if you claimed you worked at Goldman Sachs you're you have no clue what you're talking about focus on what you know stop talking about all this bull crap"

The speaker expresses frustration with the prevalence of unsubstantiated or misleading content on social media, particularly in areas like finance and taxes. They criticize individuals who present themselves as experts without genuine knowledge, suggesting that this behavior erodes trust and is detrimental to the audience. This highlights the speaker's concern about the spread of misinformation and the importance of authentic expertise.

"The definition of work right is is you want to be useful to your company but the definition of useful is changing so the way you might have designed you know in the back in the day is you might have designed creative by hand well today you're orchestrating different workflows for for maybe 10x the output or for recruiting us as an example we're using sourcing and screening agents for 10x the output"

The speaker argues that the definition of "work" and "usefulness" is evolving due to technological advancements, particularly AI. They contrast traditional methods of creative design with modern approaches that involve orchestrating workflows for significantly increased output. This illustrates the speaker's view that adapting to new tools and methodologies is essential for remaining valuable in the workplace.

"My point of saying this is that wait wait who's telling him to do other work the manager which this is what led to this tweet over here okay so I I put in air quotes over here I said look people who say I don't have time to learn AI I'm too busy with work that's the biggest bs excuse because the definition of work right is is you want to be useful to your company but the definition of useful is changing"

The speaker refutes the excuse that individuals are too busy with current work to learn AI, labeling it as "BS." They explain that the nature of work itself is changing, and what constitutes being "useful" to a company is shifting. This demonstrates the speaker's belief that embracing new skills, like AI proficiency, is not an optional add-on but a necessary adaptation to evolving job requirements.

"The people watching are learning marketing and if you look at their titles on linkedin they're not just learning marketing specifically most of them are doing their own thing like as entrepreneurs and they're related to the marketing space like creating agencies or they're being a freelancer and helping other people with their marketing I'm like this is not who's paying us for our work but on the flip side we've