11/19/2020
Raise your hand if you’ve pitched a brand but can’t seem to land as many partnerships as you’d like? We’ve all been there! I know it is frustrating to hear a no or ‘we don’t have the budget’ but don’t get discouraged. I promise there are brands out there who are dying to work with you!
Below we share what brands are looking for from RDs and a few tips and tricks to increase your chances of getting a ‘yes’. Whether you are seeking your first or your 100th brand partnership, there will be something you can take away.
What are brands looking for from RDs?
It’s actually quite simple.
With the growing influencer space, brands are seeing more and more value in aligning their brand with nutrition experts. Dietitians offer credibility and trust among consumers. We, as RDs, position brands as truly healthy products that consumers can trust. We also often share ideal clients and target audiences with brands, so when we partner it helps both us and the brand reach more potential customers.
Aside from credibility, brands are also seeking ways to grow their brand through awareness, product trial, education, and content creation.
So, while they want your credibility and expertise, they also want to reach your audience (in whichever format you offer – tv, podcast, local audience, etc.) and they, of course, want your individual uniqueness.
When they say there’s no budget…
This may be frustrating to hear time and time again and you may start to wonder if they’re telling the truth. The truth is, cost does ultimately play a role in the decision. However, if they see the value and they have a need for your offer, this won’t be the deciding factor – unless they are a really tiny start-up.
Don’t get discouraged, just rework your offer and try again in a few months.
How to position yourself to increase your chances of getting the ‘yes’
- Put yourself in their shoes. They want to grow their brand. Aside from your credibility, what do you specifically have to offer? Do you have access to their target consumer? Do you live in or near a major city? Do you specialize in a specific diet or population? Do you have a busy practice and need samples to share?
Reread your message, is this a message you would respond to- how would you respond? - Choose brands you and your audience align with. In your introduction, make a personal connection and share how you and your audience align with their mission and message. This helps them decide if it is a good fit.
- Keep it concise. Long messages can be overwhelming. I know that when I get pitches that require me to scroll or share a long thorough response it takes me much longer to respond – some people won’t respond at all – they’re busy people!
- Do you have the right contact? If you are pitching brands on LINK, all contacts listed are the main point of contact for all RD communication at the company. But, if you are pitching through other methods, ask if they could connect you to the right person on their marketing team.
- Be clear in your offer. Remember, a confused consumer doesn’t buy. I see so many RDs pitch everything under the sun, leaving the brand feeling confused or like they need to come up with a project for you.
It’s okay to offer a variety of services, but don’t leave too much open-ended (I could help you with this, this, this, or this). Recommend a couple of options that you think would be a good fit for them and offer standard packages and rates, if prompted. People like options and recommendations – it saves them time and energy and helps them take action. - Be genuine. I’ve noticed a few messages on LINK lately, that say something like “I’ve posted a lot of opportunities, let me know if you are interested”. The problem with this type of pitch is that it is very general. It doesn’t feel like you genuinely want to work with the brand or even know anything about them. Start your conversation with why you are interested in their company and products and what specific way you would like to work with them (ie – you may be able to do a million things for them but you have a specific campaign or opportunity coming up that would be a perfect fit for them).
For more tips, check out: Best Practices for Pitching Brands (here) and When Pitching Brands, Be Prepared with these 3 Things (here).
What has worked well for you to secure partnerships? Let us know if you try any of these tips and how it goes!
