How to Get Sponsorships & Brand Deals for Your Podcast/Channel | Faisal Choudhry | Skillshare

How to Get Sponsorships & Brand Deals for Your Podcast/Channel

Faisal Choudhry, Podcaster, YouTuber & Branding Guy

How to Get Sponsorships & Brand Deals for Your Podcast/Channel

Faisal Choudhry, Podcaster, YouTuber & Branding Guy

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12 Lessons (1h 7m)
    • 1. Course Trailer

      2:11
    • 2. Quality is Key

      2:06
    • 3. Know What You Can Offer

      6:29
    • 4. Creating a Pitch Deck

      12:57
    • 5. How to Get Vanity Metrics

      6:07
    • 6. Pricing your Sponsorship Slots

      9:06
    • 7. Negotiations

      4:16
    • 8. Bonus Clip: Pricing

      6:05
    • 9. Finding Potential Sponsors

      4:56
    • 10. The Go-To Email Technique

      6:59
    • 11. Closing the Deal

      4:47
    • 12. Outro

      1:11
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About This Class

So you've started a podcast and managed to gain a small audience, congratulations! But now you want to take it to the next step and start securing sponsorships and brand deals. I've been there.

I started podcasting around 4 years ago and realised very quickly that I have a committed and loyal fanbase who enjoy similar hobbies and passions to me and often ask me to recommend products and services that I use. 

The problem was that while I had a loyal listener-base, it felt like brands only approached podcasters who were hitting MILLIONS of views. That's when I decided to take things into my own hands.

What if I was the one who approached the companies and told them why they would benefit from my audience?

This course outlines the methods I used to approach the potential sponsors, how I put together a professional pitch deck, how I got in contact with companies and closed contracts.

Meet Your Teacher

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Faisal Choudhry

Podcaster, YouTuber & Branding Guy

Teacher

Hey, I'm Faisal but some call me Big Faze due to my size (5'7 with shoes on if you're asking). I'm a full-time podcaster (yes, that's a job now) and I also consult businesses on branding. On my YouTube you'll find videos about an average Muslim manchild making sense of fatherhood, productivity, faith and the odd baking vid here and there.

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Transcripts

1. Course Trailer: So you started a podcast or YouTube channel on. You've gained somewhat over following or listener base. Congratulations. You've done the hardest part. But perhaps you're now stuck in a stalemate where you start getting an audience. But perhaps not a big enough audience for large corporations and potential sponsors to approach you for sponsorships so they can pay you to advertise on your channel. You've come to the right place. Hey, guys, My name is Faisel Andi. I am a podcast Art from London. And over the past four years I've been able to build my pod cost to become a number one Apple podcast on the charts, as well as pull off live events in London's West End with around 1000 attendees, as well as managing to bag myself. Outstanding podcast. Start 2019 on Dino. What is like when I first started out, I wanted to very quickly take my passion off podcasting to become a full time business. Andi, Now that I've been able to do that, I want to show you guys how I started getting sponsorships on start being able to monetize my podcast when we didn't have that much interest from sponsors. So we had to go out there and we have to approach the sponsors ourselves. So everything you learned in this course is gonna be tried and tested Methods that I myself have tried I myself have bean successful at. I'm gonna give you guys resource. Is that our mind that I have never, ever released or given out ever before on I'm gonna show you guys my actual pitch deck. My, actually, Miles are right. And how I find these people, Where do these people exist? How could we even find who would be interested in sponsoring our port cost? Oh, I will use your channel. I'm gonna give you guys order that information. This course is going to be split up into a few different classes which break down all the way from how to create a pitch deck. How to write an amazing email, how to find these people's emails and contact information. How to price yourself and what to price yourself at on finally, how to finally close that deal and get yourself on the way to turning your passion off port costing into your business. All right, well, without any further ado, let's get into it 2. Quality is Key: So before we start, I think it's worth noting that the the best way in a way that will help you get sponsorships as forces possible is by growing your audience on growing your channel and having the best podcast, best quality port cost that you can produce. Inevitably, the more our audience grows and the better our quality, the higher the chance or responses coming to us. And that's what we want. We want eventually for sponsors to come to us, which takes away all of this hard work that I'm gonna teach you guys in this court, which is not too hot. It's actually gonna be a lot easier than you guys perhaps would have thought. But that's the best way. Andi. So this course really is for those who want to get their foot on the right road. Want to get things going? Wanna start stepping in the right direction with gaining sponsorships on with starting to initiate a relationship with these businesses? Eso that hopefully long term, this stuff can start automating itself. The other thing worth mentioning is all of these tactics tactics that I offer in this course are great tactics that we've driving tested, but ones that I suppose the prerequisite for it is is that you're proud of your podcasts. And you really put your energy and time into making a great quality port cost. It's gonna be very difficult to approach sponsors on, try and close the deal with them if what we're offering them is no, a great quality podcast, I mean that they would love to align their brand with. So this course assumes that you've got to the level now where you created a somewhat professional looking port cost you bill a small audience, and now you need the eyes, the right eyes to see it. So what we're gonna start with is we're going to start with creating a pitch. Take. This is basically a deck that markets your part cost in the best way possible. One document that when the right person sees it, they'll say, we need to sponsors port car. So let's get into it, guys. And we'll start with how to create a pitch deck 3. Know What You Can Offer: knowing the different things that you can offer with regards to a podcast sponsorship. One advertisement is very important because different companies will be interested in different formats. And also, once you start getting used to these different formats, you yourself will start to understand what's most effective with regards to return of in return off in return on investment for your your potential partner your put close partner all your spunk, so we'll go through a list off some of the different ways in which you can sell on advertising. Slot on Just like TV. There's peak times, Andi. There's off peak times and you can change your pricing. According to these times, there's benefits in some that don't have benefits and others. And then there's big bundles where you can get everything you want. Like that. Your prime time NFL Super Bowl advert on. That's the one we're going to charge the highest price for. So lets go of the different options. You've got your typical beginning of the podcast sponsorship, which sounds a lot like Hey, guys, welcome to the podcast. This episode is brought to you by peace tires. Piece tires is an amazing tire company who throughout the year sell tires, and they even give you free winter tire check up every winter from November to January. If you quote the supercars, put cost, go check them out at peace tires dot com and let them know we sent you. Now that is a typical beginning with the podcast sponsorship. That's probably your go to go to your devote sponsorship on these benefits in that the benefits in that are it's the first thing they're very fasting that your listener listens to, so there's a very high chance that they're gonna hear it on. That's what their sponsorship partner wants. They want to ensure that they are heard that they're slot is heard on. So that's why a lot off podcasters used this method. In fact, the majority uses method could. It's pretty much guaranteed that it's gonna be heard. The downside of this tactic is what's your audience get used to you? The use your podcast and you have a recurring listener base they'll know and don't know how to don't know when the port costs adverts are coming. I don't know to skip them. They just know that I have to skip the 1st 5 minutes of every episode off this podcast because the 1st 5 minutes gonna be sponsorships. Nobody wants to listen to sponsorships or adverts if they don't have to. But for us, it's great business. If they do so, that's the downside on that's the upside. The second form is to put an advert in the middle of board costs now, putting an advert in the middle. The pro is that whoever is listening to your podcast is not really gonna be able to run away from this advert because it's not right at the beginning. They can't predict it. It's just going to kind of hit them out of nowhere on before they know it's over, you know, within 30 seconds. So there'll be no point in kind of skipping it. The advantage is obviously, then, that most likely more people listen to it. The disadvantage is if somebody tells your podcast off before getting Teoh halfway through it, they're never gonna hear that advert. Andi. That's something that you'll have to analyze with your own drop off point. So if you if you use analytics on, for example, YouTube, if you have a YouTube port cost or on iTunes or lips in. You can actually look at the analytics and see when people generally drop off the average drop off free on Apple actually provide. This is well now through their analytics. Have a look, Andi. Perhaps what you could do is to make it the most lucrative. Have the advert just before that average drop off point, Zack won an advert in the middle. 3rd 1 then is a product on camera. Now this is for video put costs only, obviously. But if your video podcasts like ourselves, you can actually provide a sponsorship slot where people can have their put up in the background on the table on the port. Cost. Andi, this will generally be like a premium, and it'll be an add on to a general sponsorship. So, for example, what you could do, you could say, If you pay X amount, you get an address on advert at the beginning of the podcast on your put out on camera for X amount of money will discuss the pricing of it a bit later. The next top of advert is a social media at only now this is a bit cheeky because this actually has nothing to do with podcasting because it's it's no on your part cost. It's on your social media. But if you build a big enough brand on your podcast, naturally you'll have a fairly large following on social media. That's an asset you can use. You can. You can sell the swipe up feature on your story on instagram or an instagram feed post on you. Add these little deliverables as well in packages, and that's what I'm actually gonna discuss. Next is packages will big bundles so that the different types off advertising slots you can provide within your podcast. But what you really want to do is you want to sell a bundle, so you want to say, OK, it's going to cost you X amount for an advert at the beginning of the port cost. But if you go for the the bundle, you'll get on advert at the beginning and Advil in the middle. Your product on camera on a social media, add on its you know, $20,000. So that's gonna be our big aim on our big pitch, but it's dependent upon who were going to what they were interested in on, but there after. So in the next video, what we'll do is we'll discuss how we now present these advertising slots on how we once we have locked down a contact or lead what we then present to them on that is a pitch deck. Now you might be one. You might be thinking. Hold on a second. How do we even get to the point of being able to have a conversation with someone or to send them a pitch deck? We'll go over that after the next bit. But what I really want to focus on is how we're gonna put understand, Oh, understanding how we gonna present our advertising because that's the key here, presenting in a way where it seems like a great investment, Um, and it seems like a opportunity not to be missed. And that's all in the presentation. So, guys, there, the different types of adverts that you can sell on your podcast on next. We look at putting together a pitch deck 4. Creating a Pitch Deck: Let's say you've got interest now from a potential sponsor or potential partner is the same thing. I want to just say potential spot itself around. Let's say you've got interest from potential sponsor the interesting what you're saying. The initial conversation has gone great, and now they're asking for your prices or for more information. Naturally, this is the way the conversation will go right. This is the point where your biggest weapon comes in on that is your pitch deck. Now I know what you might be thinking. A pitch deck in 2000 and 20 or divisor 19. Faisel. Why does that make any sense? It makes sense because it's it's not as it's not as kind of boring as Maybe I'm making it sound when I say pick stick. But it's essentially your advert. It's the advert after the initial adverts. So the an issue out of it would have been you having that conversation, enticing that sponsor in, and now this is what's really gonna pull them in. So you've got their interest. But now you have to knowing that you got their interest to give them all these health. Now you can either send them email back and say, Hey, yes, so this is what my podcast is about. It's about supercars, you know, we really like talking about Lamborghinis and Ferraris, and that's what our port cost is about. And this is how many downloads we get. And this is how many listeners we get. And this is what our social media following is, but it's boring on what's gonna happen is there's a There's a high chance not going to read it right? This is your chance to now woo them with your presentation skills, these entrance to move them with your branding to show them rather than telling them what your social media following is just to show them a screenshot or, for example, your instagram feed. It just looks so much nicer and it's no more enticing is easier on the air. Andi shows it about you. It shows that you probably of effort into it. So these pitch deck see it as the real advert. Now, this is your heavy artillery, and this is what you're gonna do to try and get in gear foot through the door on. Disclose these guys on a contract so I'll show you a demo pitch deck, so it's very thin. This is one that I put together for our put cost. It doesn't have to be very lengthy. It's not a 50 page document at its very small with words, and it's just keep wins. Key points. Key figures on the number one statement for the number one, um, kind of saying here in this episode, or in this in this in this lesson is going to be vanity metrics. This pitch deck is all about vanity metrics. Now what of anti metrics, vanity metrics, our metrics or statistics about your podcast that make your podcast look amazing? Making a great Now It's not drying. Andi. I am all about on his business, and I think that the world needs to move forward with honest business. Andi, it's you taking the metrics on the statistics that make your podcast look best on putting them in this document to really show off and on. But it's your chance to kind of have a big head and really promote yourself on. So that's what vanity metrics are for. On in this lesson, we really going to see the advantage or vanity metrics on so For all intents and purposes, this is a vanity metric document, but really a chopped steak. So the key thing to remember here is that information has to be short. Information has to be quick. No massive paragraphs or essays or assignments. Nothing just real short bursts of information. And every piece of information is look great. You also have to give context due to what? Your podcast. Is that what you believe in what you stand for? So so here you go. So this is the picture like that. I created that. I created an initial page. Just our brand partnerships. This kind of control file branding is where our logo looks like on DA the background kinda has one of our past events or need to kind of show, you know, that were big enough to be able to hold innovation and that kind of stuff. So all of these things are subliminal, but can be the the straw that breaks the camel's back in a positive sense for your potential sponsor. Actually, let them try to get them interested in signing a contract. So the first page, a brief history. Now, this is the probably the longest right, And you're gonna see or the longest paragraph you're going to see in this entire deck. Um, but at the beginning, we did wanna kind of insert why we started up would cost who? Your Andi, Um, just to give some kind of key information. So imagine the person reading. This is a big time businessman. He's a CEO of a company. He has no idea what part costs are. He has no idea who you are. And you're trying to sell yourself very quickly, quickly, without essentially him losing his patients. So we got brief history here, just literally who we are and why we started the podcasts. And when February 2017 we made it to the top 10 shots in iTunes worldwide. With our first episode on now, we're two years in and have around two million down listens. That's basically what it says on that gives him that makes him interested, right? This makes or or her interested? Andi, I don't know. On the right side. Then we've got pictures off, kind off our journey throughout podcasting. So the first picture is our charity trip that we went on. We actually met me and my podcast in co host. And then it goes all the way down to kind of our various studios that we've had until we get to today. So that's a brief history. So always start with a quick history off. You know who you guys are now here is a really cool page. This page is your chance to really show off why your podcast is worth or worthy of being a partner with this business. But more so why the were why, why they are worthy or even being allowed to be in your pod cost on because it's all about perception, isn't it s so here. What you want to do is you want to showcase your if you're a pod cost, who has guests? I should mention, like like we are. This is a great page to mention some of your top guests. Now again, because this is vanity metrics you don't need. Teoh have your most famous guests, but you want to mix. You want some some of them to be your most famous or well known guests. Others you want to be guests who have great accomplishments and others could be good guest to, um kind of have the most followers. Anything I can use this vanity metric for these potentials wants up. So here we've got Moeen Ali, who is international cricket player for England, got Sonny Bill Williams, who is an international rugby player. Healthy mindset who is a ah, a famous personal trainer. Josh Lomonaco award winning hairstylist. Now you might be saying, Okay, Faisel, but we on output costs. We have had guests, but we haven't had world renowned cricket players or award winning barbers. What I would say to that is how you present this information or your information is, is in your hands on, so it doesn't need to be someone famous, but it need. But the way you can word it can be in a way can be a way that your potential sponsor conceit benefit from. I'll give you an example. We don't only go for famous people's guests. We just love anyone and everyone who can see in our chair on teacher something new. So this might be a dentist. Are we learning about psychology behind thes dentists studies? And I would then put through the this dentist his name was Dr Is one matter without right doctor is or Mahmoud and then underneath that, sure, that actual kind of taglines say why this person is important. Why, Why this person valued our podcast enough to be a guest on it. Therefore, you should value it too. On. That's really what you're trying to save this page and on def, You have a dentist, You can say, um, you know, a doctor is one of food and in underneath a true statement about about him. So, you know, a a medical professional, and then you can have someone who is in a different field to show you to show the kind off vast nature of your podcast. The point I'm getting across here is that it's up to you. How you display what you're displaying on did use that to your advantage. The next page is again some about the biggest stats we confined. So 2.5 million downloads and streams ah five star a perfect five star iTunes rating by over 350 people on do number one I transport costs on, then a screenshot to show that on one kind of on iTunes. Now again, this is something that we're gonna talk about in the airport cause how you can get these. In fact, in this episode, we're gonna talk about how you could get his range of metrics. This page is for your the very best metrics you can kind of put up right on dso if you're if you had your part cost for a year and but you haven't got millions of downloads, try and check your impressions because impressions are generally higher than downloads right on. So you might have 100,000 impressions but only have 5000 downloads over in your put cost on . What you want to do is you want to get that 100,000 pressures and white there because it's just it's all about advertising. You're just putting the biggest number. So 100,000 impressions. It looks like a big statement, and it's true. We're not saying anything here. That's a lie. But we're just portraying that we're where we're dressing up. Our port costs were perfect marketing advert, um, again in the space we got our figures around 800,000 monthly instagramming pressure and 100,000 downloads per month. 1.9 million views on YouTube alone a 98% like ratio. See here how I had a area here with that I want to feel with more information, but I really didn't have much right on guys couldn't think of anything. And then I looked a huge mouth. Well, on our YouTube videos, we the majority of people like our videos. Andi. For every, for example, 100 likes about two dislikes, which is quite good on. So what I did is I I looked at all of our likes that YouTube and you should give you that kind of stat on. You're right. It is their high enough start. That's that. A new step now that you can add in and some of that looks great, causes a high number 98%. This displays our audience kind of our and we have to be. We can't be ignorant to the fact that a potential sponsor will want information on who your audience is. You and you can't hide that. And I'd imagine that if you have approached this sponsor, you're approaching sponsors who you know that your audience would resonate with, and therefore they will be very happy to see that you have a majority mayor, audience or majority female audience or a great mix between the two. So, just to show some key stat c and these these these pieces of information you can grab from , you know, this one right here? The gender I got that from Instagram the age range I got from YouTube and the CE I got from YouTube is well, so from your platform, you can find out kind of who? Your audience on each platform and on always, you know, ad Astra aches. And I mentioned kind off where you got the start from. I then went to iTunes. Andi, I read some of our reviews, and I hand picked the reviews that I thought would make us stand out on grab those reviews and put them in. And this is one that I really liked as a kind of mean one of it. I listened to a podcast every day when I traveled to work far more beneficial for me to listen. And I learned something from different people on your show. Here you go. And now comes the pricing. Okay, so we're gonna talk about pricing until the next lesson. So what? I'm gonna go all their backup on. Now let's talk about these vanity metrics now that you guys are seeing the deck and how to put the kind of deck to put together. Let's talk about how you can get these metrics, how you get these numbers on how you can betray yourselves, no matter whether you've got 100 overall download or 100,000 of old Arnaud's. 5. How to Get Vanity Metrics: first of all, what I would recommend is if you're looking to monetize your put cost in advance and early on, it's important to understand the root you want to take on, therefore, the guests that you want to get. So if you know that grabbing a guest who has a award or a guest who has 110,000 followers on Instagram can be a great vanity metric for you, then start approaching those types of guests so that you can add that to your deck. There's one trick that you can use in order to kind of get these Manti metrics going. The second technique that I would recommend is understanding your podcasts, understanding your audience and therefore understanding your category. So if you look at Apple pork costs, which inevitably your podcast will be on as it's pretty much of the biggest outlet for put costs, let's say you have a show about super cause like we mentioned now your what show is all about cause, and so you put it under the category on Apple. Put costs off society and culture. Let's say it society and culture, for example. Now, if you're put cost is in the society and culture are category. That's what you've categorized it under. And when I say what cattle gets in you, you would know that when you started your part cost when you first created, you would select the category that you would consider it to be under. Right? So let's say you have a port across about cause, and you put it on the society and culture because that's what makes the moose sent. But in your podcast, you do talk a lot about cars, and it's a very education podcast as well, though that's not the key point of it. Now we know that the education category under Apple pod costs is a lot less busy and has a lot less traffic, a lot less podcasts. So if you were to move your category over and change the category from society and culture now to the one that we mentioned, which was education, there's a very high chance that you would start ranking higher because your complete you're competing with less podcasts. Now, if that's the case, you might go from being number 300 in the charts to being in the top 100 now if you in the top 100. That's a great Valentin Metric, because you can then add into your deck that your top 100 put cost on DSO. This is how we market the deck in a way where we're being honest and real. But we using our numbers to our advantage to dress up our our port cost another easy way you and grab anti metrics is asking people Teoh review apart cost. When you ask people to review your podcast or family, even if it's family and friends, you ask them to write, review, submit into our ports of meat onto YouTube as a comment or want to your website, and then you can use that review. You know, someone said, I love this podcast. It's helped me so much of my life. You can then use that review and add that to your another way of having great vanity metrics, especially at the beginning stages, when perhaps our stats and our numbers on as Big East use percentages. Because we can show sponsors kind of the percentage audience members that are viewing our content. Let's say, for example, we want to approach a the company who target their product towards males more than females . And we have a large male base in comparison to the female audience base. Regardless of whether that's 1000 people are 100,000 people. If our if, let's say, for example, we're only county reaching 1000 audience members, but 800 of them are male. Then we can put in our deck that we have 80% male audience base on that. Again, works is a great guarantee metric. If the company were approaching, targets their product towards males on again, we can alter our deck, according Teoh, to be able to kind of provide the correct stats which are still honest stats for the kindof company that we're approaching lost leavin We'll use actual statistics from YouTube and Apple and ah and Spotify and wherever else we get our podcast on the stat. There is a start that works best for you. So, for example, if we talk if it took an Instagram Onda, we don't have you know 100,000 followers or 1,000,000 followers Instagram. But we have 5000 followers, but we can see that our instagram has a great reach. So each post we're putting out reaches, for example, 50,000 people. That's a much better start to pull out. Then, for example, our followers or it's a larger stat that we'd want a power. So on your deck you would write, for example, you have 10,000 followers, but you'd wanna have in in massive phone that you reach 50,000 people with each post. So it's about how you place your statistics on which city six you grab your not gonna wanna put, for example, if you're only getting three or five comments per post. Not gonna want to put, you know 3 to 5 comments because that doesn't probably sound like a lot. But then, if that post is actually reaching a lot of people, you want to have the reach. So it's about picking the right metrics for the deck. So just to summarize this kind of class, we spoke about placing your cat placing your podcast in the category that suits their best academy. That makes sense, but is also no oversaturated, so you can increase your chances of ranking higher. Using the comments by friends, family and your audience on adding them into your deck. We spoke about adding percentages. We spoke about guests on trying to get guests through social media or kind of high net worth individuals who you can kind of ad into a deck as a vanity metric on again. Perhaps all do a podcast. Sorry, Perhaps course it down the line on how I actually go when I had an approached high net worth or or social media influences for our podcast early on, when our stats weren't great on how you can write kind of a great team or great GM to to get those on your podcast on. Lastly, we spoke about adding the correct Mac metrics in your social media. So perhaps you'll reach or your followers or how many monthly visits you get on your YouTube page. Alright, guys. So that was how you can kind of seek your vanity metrics and I'll see you on the next lesson. 6. Pricing your Sponsorship Slots: Let's talk about pricing right. You have now got a pitch deck. You've approached responses and you've got conversation going. And it's time Teoh finish off the deck with your closing slide. The price. Now we've already a few lessons ago discussed the different ways in which we can sell advertise advertisements or advertising slots. Now it's time to put them together on Make a pricing peach. So I'm going to show you the final slide off my deck here. So which school it down? So we go. It says. F sportsmanship on burial. So as you can see, this is my tactic. When it comes to pricing, my tactic is three options, three options, three options, three options. This is a technique I learned form a incredibly well renowned businessman, someone who closes contract with some of the largest companies in the world. And he told me about this technique and and that's what I've been implementing Andi, the three priced Pete here, or the three price plan. What we're doing here is we're giving the potential sponsor three different options on what that does is that really reduces the risk off them, exiting without going for one of them, but it also increases the chance of them upgrading if they were thinking about going for low one. So my three packages looked like this. We got the bronze. A package, which is one would you off each other beginning of the episode, Your website mentioned your link in the video description and your link in the Apple description. The silver is an audio feature. The beginning one instagram feed post one instagram story post your branding on screen. Um, and you can provide a script so you can actually let us know what it is that you want mentioned. This is now. I would probably remove this now because I think everybody should be able to provide a script. And I'll explain why, um, in the next few lessons when we talk about when we talk about keeping your sponsor on board , the third option that we have is a three month social conversion and how this is gonna be the big one. So we're looking at 12 episode sponsorship. So it's one episode s we do one episode a week, So it would be, um, 12 Ipsos. Three months. One told you a feature beginning one a D N and basically this is gonna be kind of our highest price, right? This is how I do it now, the way you do it, it doesn't have to be exactly like this, but I would still recommend the three tiers on the reason I say that is because if a potential sponsor has in mind, So let's add some numbers here just just for just for the sake off, for argument's sake will say, Ah, the bronze package is £500 per episode. The silver package is 7 50 7 50 Perhaps owed on the gold package would have to be. It's basically the same as a silver, except you're buying in bulk, so you get a bit of a discount. So let's say 7 50 times three is 2020 fifties. It would give discounts, will say £2000 just for the just for argument's sake. What you're doing is, let's say you know that your potential sponsor is interested in a £500 sponsorship. You would send them this pack on, then, when they look at the options and then they think to themselves, Well, if I just put in an extra 2 50 I can get so much more, which is the go to marketing kind of trick, Which is why we always spending money on things we always buying. You know, it's buy one, get one free, or buy one. Get 1 1/2 price is the same kind of tactic. You're basically saying you could get a basic audio feature for 500 quid truck in an extra 2 50 you get all of this on if you wanted, you play around with it. You can you can say you get, um, you know, a advert in the middle of podcast and you also get your advert at the end of the podcast or you get a feature where you can have your own audio being played. So you provide a 32nd advert on we just slot that audio over into the park. So there's different ways you can play around with it, right? But as in with the deliverables, you can add it on. Remove deliverables as you please. Now a person might say, Well, for £250 we're already gonna invest 500 for 250. It makes sense we might as well upgrade. Now a person who's thinking of 7 50 might say, holding a second, we're gonna get four episodes for 7 50 anyway. If we get that for three months, we get a discount. Ah, on deficits workout a bit cheaper. So let's go for the gold package. And likewise it also this This kind of format also works because people feel like they're being given a big, up three direct options. So what it looks like to me is that there's no room for negotiation. These earlier three options were not saying, How does that sound were saying, these your three options? Which one would you like? So I can start processing it for you on? That's what's important. What's important is that they feel like they only have one of the three options to go for. Obviously, we would like the gold, and the gold means more consistent income and more consistent partnerships on. And you guys can add kind of a six month plan or one year plan as you please. But that's kind of the way that we do the pricing now. How much do you charge for your advertising slows? I'm going to say something that's contra virtual here. I'm gonna say that there is no formula now that goes against everything that everybody says . But as I mentioned at the beginning of this course, this course is about tried and tested methods that I myself have tried and tested on. I'm not gonna bring anything to you guys that I haven't tried. And that's just come from a book and we don't know if it works or doesn't work. I'm only gonna bring you guys things there. I have tried and I have worked for us, and I have turned out put cost into a success financially. The reason the formula, I believe, doesn't work or just saying, Look, if you get 1000 downloads, you charge x amount per user. This is the kind of method that are a lot of people to use the floor with. It is that you might have a niche put cost, and that niche podcast will come with a niche audience who are micro eso your micro influence over its micro audience. But they really believe in your stuff and so they will spend a lot mawr. Perhaps if you recommend them something because you're like a family unit, as opposed to a podcast. Arise hundreds of thousands off listeners, but they just listen to on the side. They're only interested in what there was Were the hosts, actually, you know, promote. So with that in mind, I would recommend that you look at your own put cost. You look at how Maney people you're putting in a week, four months, and you go on a trial and error basis and you try with some companies and you see if it works. But but I think it takes a level of intelligence to understand our company's always gonna investment. Always going to invest because they want a return off investment. And so if they're selling a product for £50 basic maths is that they're probably gonna want to make 1 to 10 on that. They want to make £500. Can you make them? I want to 10. Well, 1 to 5 on their on their overall investment on dumb if you can, you can try as much you know, if you feel it, feel that you could make a 1 200 if you feel like 100 people gonna buy their product by this advertising than you. The new charge that much. But the point is that you try what you feel works best on eventually is going to stick and you'll find your footing. And you want a favor that such a big cop out, you're not teaching us what we should charge. You're just telling us that we should believe in ourselves, but that's what I did on it. Sadly, Gary Vaynerchuk, who said a similar thing, remember he mentioned one of his kind of talks that he he would charge for his talks. You know, a few £100 a few $100 then, you know, when someone bought it for that much would go for a few $1000 then he'd understand his weapon. And it's about you guys understanding Go worth, Andi. That's why I don't want to advise on exactly how much you charge, especially in such a broad course, where you know different people going to be watching this at different stages. What I would say is, don't undervalue yourself and is always room for negotiation. So if you overvalue yourself, you negotiate down, say, look, we can remove this. We can remove that we can. We can come down in price. That brings me to negotiation 7. Negotiations: I have a very key principle, and that is that we're not winning to move with Price. Now, as any business owner, you have to be able to move with something right. You have to be able to have a bit of give because that's how negotiation works. You have to. You have to expect that you're gonna have to negotiate. I think statistics tell us that you saw you secure deal after three levels of negotiation. So having that in mind, what we do is we a company might Let's say we're going with this package here, he says. £500 Prior episode. A company, our company might reply and say, Hey, look, guys, we're really interested in the A sponsorship package, but we just can't afford £500. Can we bring the price down to 250? Andi, I need to do now what I do in those scenarios, as I say. Unfortunately, price is not something that we can negotiate on. However, we can add and remove deliverables to make it fit your budget, For example, normally we do £500 for an episode and you get on audio feature. You get your website mentioned your link in the video description. Ah, and your link in the podcast description, what we can do is for £500 we can give you two episodes. I know what you're thinking. Isn't that 250 pumper? Absolute? It is. But we're making it way. Rather than removing money, we're adding a deliverable now. That's important because you're still valuing the the your your your sponsorship slot as the amount, but you're giving them added a livable for trial basis. So you're saying we'll give you another episode but would have to remove some of the durables. You only get a 32nd sponsorship on each episode rather than what, One minute sponsorship, and you won't have your website mentioned or whatever. Now they're likely to take that because you're giving them or you're saying, Look, we can do that. We could do this. But you also mentioned, If we go ahead with this way, can only go ahead with these because we want to build a relationship with you guys. We want you guys to see the potential of your growth. We want to help you guys grow, so we're happy to do this, however, the agreement has to be that moving forward. If you guys are happy to continue with us that we go to the original figures on bond, we've had it. When sponsors of a pro trust with trying to reduce the budget, we've come to them and said, Look, we don't normally do this but rather than we'll give you the three month pricing. But rather than looking yourselves in for three months, you can look yourself in for, you know, two months Onda, and you only then have to pay the third month if you're happy to move forward. And so and so the overarching kind of discussion here is for us. What we do is we say, you know, we it's almost becoming reduced it to this march. We tend to say we call and reduce the cost. We can add deliverables. We could do more for you, um, on the basis that if you're happy moving forward, we will go back to the original kind off picture of the original contract and generally people happy. If you do want to negotiate price, that's completely fine. I would be lying if I said we never negotiated price especially in the beginning stages. When we first started monetizing on, I would say I hold your fort with your value, though. Don't go too low on may be would you deliver so that your value remains the same. So hey, I can't afford £500 for a pork class. Can you do 250? Well, we can do to 50 for you on this basis because it's your first time sponsoring your business with us, but we will have to remove some deliverables, so you'll only get a very basic kind of thing. So so they so that the actual plans are still kind of being respected and valued. So, guys, that's the lesson Don for pricing and negotiations on DA again. That's just how we do things here on. It seems to have worked great for us on. Do we look forward to seeing you guys on? I look forward to seeing you guys on the next lesson, which is finally approaching advertisers. How do we get through to these guys have to get the conversation going? We'll see you guys on the next lesson 8. Bonus Clip: Pricing: Hey, guys, Basil, here is just a bonus clip or interjection in this lesson. Teoh talk a bit more about pricing because I felt like I didn't kind of mention one or two things that that I found quite beneficial to me in our journey when when pricing up our pod cost a sponsorship slots on. So in one or two lessons, time will discuss how to actually approach the sponsor on the discussions that you'll have with them in in email or D m. Andi. I want to add this kind of small section here because it's to do with pricing on. That's to do with negotiations, right? So I know we discuss it a bit in this lesson, kind of in the previous clip or in the only up or in the upcoming clear, depending on where I'm going to interject this bonus feature. But what I think is quite important when it comes surprising, because I know we haven't discussed direct pricing numbers. As I mentioned, I think it's very, very particular to your podcast, to your audience, to your niche. But I think one thing is really important, and here it is, is asking your potential sponsor what their budget is, and that's a great technique for knowing what to price on. Do understand the general feeling off what companies are willing to pay for what you're offering them, especially in the beginning, when you don't really have an idea of what you should be pricing your podcast. That's a great way of doing it, of asking a few people what their budget were. Their budgets are. So when you are emailing your deck or before you email your deck over two people on, this is something again. We'll discuss a bit later on before actually sending the finalized deck with the pricing on it. I would recommend that in the initial anymore, where once you've gauge their interest to states and, well, what is it that you're looking to spend? What's your budget? Was your marketing budget for podcast like this on Do you might be really surprised you might be charging about £500 for a slot or $500 but they turn around and say, Well, our marketing budget for this. We want to try it at $5000 on because you haven't yet told them your pricing you can then create your debt accordingly. Now, I'm not saying that you should charge different people different amounts for the same thing because I think that's potentially dishonest business. But what you can do it, You could say OK, so if they want to pay, or if they're figure or their budget is $5000 What I could do is I can create a deck according to what their budget is, so you can maximize your income as well, so you can add more deliverables to the deck. So you there'll be no need to send them a deck where you're offering them a basic plan or oy. Um, you know a plan where there's just the start of the episode sponsorship or just a middle of the episode sponsorship, you can actually start by offering them a A plan that to other people is the all in one bundle. And that could be the beginning plan here for these guys. So so what? You could use it If you know that budget is $5000 the bronze package could be $5000 because if that's what they're willing to spend, you don't wanna go in lower than that because on there's also a trance, when we get on to in a second, they'll be willing to spend more cause sometimes when people will tell you when people tell you their budget, they actually have a bit off room to play with. So let's say a company says, Look, our budget is $5000. What you could do is you can create a bronze package for, let's say, $4500. So around their around their budget, Andi, that is a ah, package where they get, you know, you add a bunch of deliverables, um, that that make it worthy off that price, right? And then in your middle package, you can have one for about, let's say, $6000 or $7000 because there's a likelihood that if they're saying the budget is $5000 that they can stretch it a bit too seven on so again, not to be dishonest, but to add deliverables in that make it more valuable on DSO. Some of the deliverables could be things that we often in the past, or you could say You get an episode, you get a sponsorship at the beginning and in the middle and at the end, plus Social Media ad. Plus, you get your product on camera. And even at the beginning off the next few episodes will actually see that this is a let's say, for example, it's Pete's tires, the made up company that we discussed earlier. You could say this episode is a Pete's Tires episode. So things like that you can add as deliverables to mark it up. Because if someone is willing to pay you $7000 rather than saying, look, we only actually need 500 you could you could make your sponsorship. You could add more to it. T o make it a $7000 sponsorship. Um, so that would be a second plan And then your third pound would be, you know, $7000 or $8000 times three for three month conversion so that I hope that gives you guys a variety of how surprised things because I know I've been quite vague with specific numbers , but but asking them their budget can always help. And if they say, Look, our budget is $100 on you guys, really? You know, you think that you should charge. Why 500? Then you can say, Look, we normally our packages start at 500. But here's what I can offer you 400 or or if you construct it to 200 I can offer you this kind of basic plan where you get a 32nd intro. Normally, it's a woman intro. Be a 32nd intro on nothing else, but at least that can show you guys the potential working with us. The point here is always being able to work with people's budgets, which kind of contradicts what I talk about later, because later I talked about how we don't we try our best not to to wave run on the money side of things. But anyway, I just wanted to interject this as a, um, as a kind of bonus pricing clip again. This is something that I shot after I shot the original course on. So it may be that it contradicts slightly with things that I mentioned in the previous video, but one that I suppose that an updated opinion and something that has worked for us a lot of the time. Alright, guys, I'll let you get back to the course 9. Finding Potential Sponsors: Okay, so you have your pitch deck ready. You have your pricing ready. You have your advertising slots that you want to sell. Ready. And now it's time to approach potential sponsors. But how? How do we do this? There's three ways that I recommend approaching sponsors. The first is to use your personal relationships, friends and family who have businesses on to approach them and say, Hey, listen, I've run a podcast. I think that we could help grow your business in terms of marketing perspective. Why don't you give us a shot? Here's my pitch dick that I put together Onda. Um, you know, I'm happy to negotiate pricing with you as your family friend. We could do a family friends discount. The problem with that approach is that we want to monetize our podcast like pros on like professionals, and therefore that's not very scalable. Although word of mouth is still probably the best form of marketing, it's still not going to scale, was forced or probably bring in the revenue that you want to bring in to put cost. So what I would recommend is understanding your audience and understanding the types off companies that you think you would that your audience would resonate with, um, on approaching those companies on the best way to approach those companies are what a tactic that I used to find these companies was. I knew that, for example, for my podcast, there would be a lot of people who would be interested in bid care products. So I went to Instagram and I typed in beard care products, and I found a company that sold bid care on, sent them a message. Or if I first try and find the email address. If I can't find the email address outside the medium, a direct message on on Instagram. But then Instagram also has this feature where you can drop down underneath somebody's name and you can find similar accounts to that to that brand. And so all of a sudden you start finding tens off brands that also sell beard care products . So now what you're doing is you're building up a database of all the potential brands that you think your audience would resonate with. Your audience would buy their products, build up that list, write down all of their emails, will look or their contact numbers, Aunt have that list ready. Because what we're going to do is we are going to get in contact with one of them. We're going to get in contact with them, and we're gonna send them this heavy artillery, which is our pitch deck. We're just going to get it across to everyone. Um, Andi, try and secure our first few private sponsors. Let's put on the backburner for now until by the third aspect. Because what we're gonna do is we're going to, uh we're gonna come back in in the next lesson as to what we actually going to say to these companies once we have the information. So the third way we could try and get some contact information of people that we want is by using a tool that I like to use. And that tool is called hunter dot I Semitic. So this company is this. Besides, good hunter dot io. Now you can pretty much find the email address off most people using this website, and we've used it many times, and we've managed to get in touch with We've managed to get in touch with, like, management off Jay Z and present to him some stuff that we want him to see. Ah, and it's been a real success for us. So this tool are you basically type in a Web site name and it will tell you order the email addresses it finds associated with that, even with that website. So let's, for example, let's say we carport cost and we let's let's Google home call a core magazine site because I know I don't nothing really about cause okay, here we go. Black circles dot com We've just come. Of course I don't know who these guys are, but they sell tires now. Black circles dot com We typed that into hunter, finding more dresses. I look at that. We've now found a few email addresses on this 13 more. Um, emojis is under black circles now. You might say some of them are blurred. They are. But if you create a free account, you actually get 53 searches a month and you cannot unload them so you can find you can find his account. So here, you see that someone has probably could Mike sales, customer services, cancellations and James Harding. So, you know these people could be very important people you grab, The more Jesse is, it was public information, and it's not cheating. It's not stealing Andi. And that's how you also find some contact information from people who you want to approach to sponsor your podcasts. So there's a lesson guys on for the next lesson. What we're gonna do is we're gonna learn how and what to say to these people. 10. The Go-To Email Technique: right. You have got the contact. All the people that you want to speak to about potentially sponsoring your podcast. Now, what do you say to them? I always try my best to get their attention. So this person might be getting a bunch of emails every day on. So I start with a catchy title. Andi on example. The catch it. Now you have to understand the person you are or act to some extent the company or the nature of the person who you your remaining. So for example, one email that I received, ones from a student of mine from a podcasting seminar. I thought I was teaching kind of e mailing tactics to them on I said I talked. I spoke to them about the catchy titles and understanding your the person you're emailing. And he sent me an email saying, Do I have to call the police? That was the name of the title. Now I give floods of emails at instantly. I clicked on that email because I thought, What's happening? What have I done? War is something up with one of my companies that someone is calling the police and I opened the email and it said, Hey, I've been trying to get in touch with your event manager. I know that he's very busy with the event right now, but I'm worried about him. I really want to work on this project with him. He hasn't been replying on. Is he okay? Drying toward the police And it made me laugh because he knows things. Student kind of knows that I would have enjoyed the more like that. Andi got me to respond to straightaway. I laughed and I said, Hey, man, look, here's his personal email address. Try that. I'll make sure that he gets back to you and you got my attention. So the first thing is a catchy subject. Secondly, a very short email. Now, short emails are important because if someone says long email, you're just never going to read it. Nowadays, people don't read really long. Imo's so an example of a nice email for port cost would be a four foot for this story would be introducing yourself. Hey there. My name is Faisel, and I wanna put cost called freshly grounded, that instantly tells him who you are Next. Line a bit about the port cost in literally a sentence. We focus on providing audio content to people to understand the minds, off top performance and elite athletes. We've had people on right cricketer Moeen Ali and rugby player Sonny Bill Williams on. We've managed to make it to a top 10 iTunes charts. That sentence tells them, Hey, listen, there's an important person who's speaking to right now. Pay attention, eh? So it's just It's just kind of your biggest metrics that you have your biggest Manti metrics in just a quick sentence. Now you can say to them I What I would do then is I would write a bold old right. Why am I contacting you? Okay, so if I find my email here, so he's a typical email that I'll write to potential new sponsors. That was quite successfully, Andi. It has a mixed off staying short enough, but still had manages to get on my influence. So what I'm gonna do is I'm gonna read the email out to you, and then as I'm reading, I'm gonna kind of vanity and commentary on it. So it says, Hey, guys, my name is Faisel on. I wanna podcast called freshly grounded which focuses on providing long from audio entertainment to young people all over the world. We've managed to reach the top 10 iTunes on had huge guests on our show, from the likes of international cricket star Marine Ali to Sonny Bill Williams, the rugby player, she said. Who I am on what we do on of then I did very quickly some money, some vanity metrics to say This is why you should value this email. This is why potentially I could bring you some value because we have some value. We have some power here. We have great guests. We have a great A top 10 iTunes podcast, but it's all said very quickly. I've said Hey, this is why I'm this. What we do are then written in bold capital letters. Why am I telling you all of this is very informal, but I'm going for the quirky kind of email, right? It's not to build my own ego, but it's to reach out and say that our platform is reaching thousands upon thousands of young people every week on. We want to keep going Now. What I've done there is are being honest by saying we want to keep going on, basically saying we need money But I've said it in a way to say that. Look, we were reaching so many people. We want to keep going. We need the assets to keep going. So reaching people week by week and we want to keep going. We're looking for awesome sponsors for our show. And I personally wanted to reach out and see if you'd like to track about getting exposure in front of our listeners. Hey, you do and then you And then you had mentioned whatever the company does. So let's say if we approaching it Ah, a tire company would say, Hey, you do great quality tires on. I believe our listeners will be a perfect audience to hear about you in our pre and post episode sponsor mentions open Rocky that don't suck close back here. We should say that we know that most adverts and protocol sponsorships could be boring ours on I then God say not your cup of tea. If this isn't for you or you get way too many similar emails, don't worry, we won't quite too much. But I'd still love to get some sort of response or feedback from you. What that's doing is that's basically trying to get in to engage in conversation. So what that email is done is it's kind of mentioned everything that I want to mention, and it's it's It's triggered emotions in every way. So the first couple sentences explain who I am on what we do. Then I've kind of got some humor in there by saying, like, Why am I telling you all of this on then? I've got serious and said, Look, we have something that you that we feel our listeners would really engage with with what you're providing Onda, um, and that then they make something holding a second. Okay, so these guys are giving me something I'm not giving them necessarily finances. They giving me something. Um and then I'm saying and then right at the end of saying if it's not your cup of tea, let me. It's fine. Just let us know, um, some sort of response, because I know people just ignore them. And that response might say, Hey, look, we're not interested right now, but maybe next year and that gives you a lead, right? Okay, then you surprising Okay. Do you mind if I add to my schedule to email you in six months time when you're more available on, that might be a leave for six months time. What I would also do is add at the end of that email because we need to trigger the deck so so that they know they want to do next. If they are interested you to tell them what they need to do next. So why would say at the end of that, you know, is I would just write if you if it's something that interests you, let me know. And I can ford you on our proposal or deck. Now, you made it very clear to them what it is that you want them to do next. They're gonna replied, you and either say, Hey, thanks for the more, but not interested right now. We're gonna say Hey, yes, please. Ford on the deck Now that is when you would then send the debt crew 11. Closing the Deal: Hey, guys, facing here with another quick bonus lesson just to go of our what to do after the lesson that you just saw. So in a lesson that you just saw, what happened is we started discussing podcast sponsorship with a company on Do you guys then kind of started the dialogue. So let's assume that the dialogue is now finished. So you have been going back and forth of them. Perhaps you had phone calls, and you've now decided you both agreed on pricing. You both agreed on a A sponsorships not on your ready to basically close it off and close the deal on get that transaction done. So how do we initiate that? So what we usually do is we usually use a tick that we use a tip or trick that's used by many businesses, which is to ensure that the transaction is done via the following method. So you've had the conversation. Now they said, All right, cool. We're ready to go ahead with the response of shape. What are the next steps? What we then do is resend them the contract on the invoice in an email on we say in that email before I mentioned that I mentioned the three things that we need them to do. So we need them. Teoh signed the contract pay. The invoice on the 3rd 1 is we need them to fill out a script form. So a script form is a form that we've created, like a template that allows them to tell us how they want their sponsorship to be done. So that form, which are threw up on the side here or oil attach, basically has stuff like, What is the name of your company? What? Can you please describe what your company does on what are four key points that you want mentioned in the sponsorship? The reason. We add that it's so that they can't when we give them a form to fill out there calling to send us an email saying, Can you mention these? And these And this and this on what will generally happen is a company will want to get the most bang for their buck on, so they will send you an entire you know, 3000 words about the company and what they want mentioned. So we limited by saying what four key points do you want to ensure that I mentioned in the pod cost andan. We asked them for the link to their to their product and stuff like that. So that form is very important. That's the form we're gonna use to base our sponsorship off our advertisement that we're gonna read. We're gonna base it off that form now. That form is very important to them, because until we have that form filled out by then, we can't do this sponsorship we won't be able to complete the sponsorship will begin the advertisement until we have the information which is laid out in that form. So the other three things we decide we need filled out for them. So the company, let's go again with our example off. Who was It was a tire company, he said, like I think he said that barriers, tires or something. So they apply eso, they say cool. We're happy to go ahead with the sponsorship war, The next steps We didn't reply and we say okay. Attached to this email is a invoice for the amount of money that this advertise. This advertisement is for on also a contract. Once you have signed the contract on cleared the invoice, Shoot us an email back, and we'll send you the script form for you to fill out. Now that's super important, because we've we've held back on sending them the script form until they cleared the envoy . So now they know that in order for them to get the full, which we need to be up to, even do the the advertisements, not they have to clear the invoice so it speeds things up for them because they know that they can initiate the advertisement until they cleared the invoice on Filled Out the contract. What would happen if we sent there all three forms at once? So the contract, the invoice Andi, the script form is that some companies might fill out the script form instantly because that's fun for them to do. They're going to send us the content for the advert on they'll say, You know, the invoice has been sent to our fine That's team, but here's the script form, So we were ready and the invoice will be cleared very soon that that that that predicament could could turn up. So if we don't send them that script form, which is the fun part until they cleared the invoice that allows them to speed up the clearing of the invoice and the signing of the contract, which thus, in a was asked to close the contract sooner. Close that deal sooner before they kind of changed their mind. And then, as soon as we have said that, we can send them the form and that's what another companies do. So there's a little tip for you guys and how to then basically take it from them basically saying Cool, we're ready to go ahead with the sponsorship to actually closing the deal, getting the contract signed on, getting that form over to them. So there you go guys on, look forward to seeing you in the next lesson. 12. Outro: Okay. And there we have it. Thank you so much for watching this course on how to approach sponsors and how to get going with sponsorships for your podcast or your YouTube channel. I hope you guys have enjoyed it. Just a summary of what we've learned. We've learned about how to write a pitch deck, what it is that we're gonna be offering to the sponsors how to get our vanity metrics and align the correct stats on your deck so that the potential sponsor kind of has the best chance off being attracted to it. How to price on negotiate your prices, finding the contacts on the email technique, the go team or technique in making sure that we can get our best footing with the sponsorship. And finally, how to close the contract. Just some kind of little techniques that I found, including the contract. I hope you guys have enjoyed this on benefit from it. If you have pleased to leave a review or comment or whatever it may be on, hopefully I'll see you on another course here on ah, skill share. Thank you very much. And I'll see you soon