0:00

Because an important are when a big brand

0:02

knocks on their door. A good start.and they're

0:04

like oh my gosh, it's such and such

0:06

branch. I can't believe it. And it's a

0:08

you should believe it You worked really hard

0:10

to get to the point where not only

0:13

have they noticed. You which it so

0:15

hard to get on somebody radar read

0:17

they have cited they want to work

0:19

with Ios A You need to come

0:21

to that able as an equal and

0:23

I think influencers forget that all the

0:25

time. That. It not only

0:27

are the equal, sometimes they even

0:29

have the upper hand. Welcome to

0:31

the Influence or Podcast. I'm your

0:33

host Julie Solomon. If he found

0:35

herself, hear it means you are

0:37

ready to unleash the powerful visionary

0:40

that lives inside you, turning you

0:42

into an authentic leader who creates

0:44

influence, impact, In Chains. Let's

0:46

get started. Hello

0:52

my Friends and will come back to

0:54

another episode of The Influence Or Podcast

0:56

Today We have the one and only

0:59

Britain Hennessy with us! Britney is a

1:01

true pioneer and influence Or Marketing and

1:03

the bestselling author of Influencer Building Your

1:05

Personal Brand in the age of social

1:07

media which were gonna be talking about

1:09

today, but I do wanna say the

1:11

reason why I wanted to have Britney

1:13

on the episode is that she has

1:15

held the title in the past of

1:17

Senior Director of Influence or Strategy in

1:19

Talent Partnerships for Hearst Digital, so she

1:21

was also the first person ever. Hold

1:23

this title. But what's most important

1:25

to this? She's the one that

1:27

has actually booked Content Creators and

1:29

Influencers for all Digital Public Eight

1:31

publications for hearse. So in this

1:33

role she really got to experience

1:35

first hand the inside workings of

1:38

influence or marketing brain deals, brand

1:40

partnerships, and how it all works.

1:42

From the brand's perspective, she brings

1:44

a really incredibly informed and well

1:46

rounded perspective on how content creators

1:48

can develop a win win relationship

1:50

with brands to not only be.

1:52

Able to monetize or content but to really build strong

1:54

quality relationships and I thought it would be great to

1:56

have her on the spot cats cause I know a

1:58

lotta times I will bring. Content Creators. I

2:01

or maybe even Content Creators that became Brand

2:03

Founders. I'm to give their perspective but I

2:05

thought I would be really great to hear

2:07

from someone that has always been on the

2:09

brand side and they are take into this

2:11

ever evolving change of content creation and influence

2:14

or marketing. And so that's what we died

2:16

into today. It's a really jam packed, a

2:18

juicy amazing episode. I think you can get

2:20

a lotta notes and a lot of goodness

2:22

added that. So with that my friends, let's

2:24

get started. Sticks.

2:26

For having me as course of course so I

2:29

first one as i then with a question for

2:31

you that I have every when it comes on

2:33

the show am and I know that you listen

2:35

see probably honey as discussion before That's what does

2:37

influence means you. So. For me,

2:39

I really just think it's someone

2:41

who has some type of audience.

2:44

And. They build a relationship with his

2:46

audience that when they saw. The

2:49

people listen and more importantly,

2:51

there. I. Love

2:53

that that's the great I'm a great

2:55

response and what is absent mean to

2:57

you. I really,

2:59

you know it depends. On it depends on

3:01

what you're trying to convince your audience to

3:04

do. It could be something as simple as.

3:06

You. Know subscribing to some being

3:08

or. You. Know com and Cheney

3:11

who is the answer to the

3:13

question? you guys and you know

3:15

in in traditional emphysema. Okay usually

3:17

mean by this thing. About.

3:20

It. Out that that's that's part of of i

3:22

think a large part of what act mean

3:24

that get you get them to make a

3:26

purchase. And I want

3:28

to dive more into that idea of

3:30

i'm taking action please and all that

3:32

stuff with you. But I first when

3:34

I want to back it up a

3:36

little bit am so we can let

3:38

everybody know exactly who you are, what

3:40

you do, what you are, you know

3:43

nice and kind of uniqueness is to

3:45

this influencers phase. Of course we have

3:47

to talk about your incredible book called

3:49

Influencer Building your personal brand new age

3:51

of social media and by once a

3:53

kind of here a little bit about

3:55

your journey and and how you guys.

3:57

To to this book And and and

3:59

really? Doing what you do now. Stores.

4:03

So I age, I give you

4:05

that the longest short version which

4:07

is I went to rockers, majored

4:09

in journalism. Ah, wanted to

4:11

be a feature writer for Rolling Stone

4:14

Graduated people decided that print was not

4:16

gonna be. A thing anymore though.

4:18

That. I tried to go into digital but

4:21

like that was really develop their didn't have

4:23

any experience says really kind of our why

4:25

am I going to do so I ended

4:27

up working at. Abrams. Artist

4:29

agency in the On Camera Commercials

4:31

department so I know who all

4:34

the actors are on television commercials.

4:36

Even to this day and why was there, I

4:38

did want to lose any of my writing skills.

4:40

I started a blog. And the this

4:42

is in two thousand and seven where I

4:44

think I was the only person I knew

4:46

had a blog and so I would cover

4:48

you know, New York City Night Live in

4:51

a Van sense. I had a day where

4:53

New York Magazine picked up something I wrote.

4:55

My blog went viral so that I guess

4:57

I'm a blogger now and then I was.

4:59

Able to, I was recommended to

5:01

go on a trip to Germany.

5:04

And. Be there was a Navy is

5:06

ah North American Ambassador for their one

5:08

hundredth anniversary Sub. A slew me

5:11

to Germany. I spent three days on a

5:13

cruise ship with Rian up. And I

5:15

just had a tweet about it and

5:17

so advanced than I was like oh

5:20

so social media likes really starting. To

5:22

take off their that real value. Here

5:24

and there are you can actually get

5:26

like really cool. Cool. Stuff.

5:29

So I was transitioning a my career, ended

5:31

up going to Like law school. For. A

5:33

year. Didn't. Like it at all.

5:35

So I dropped out but I met my husband.

5:37

There's a that was great. And then

5:39

worked in social media. And.

5:41

Then I really started to gain semblance

5:43

of arguing with one of my friends.

5:45

when you have my blogging days when

5:47

to Horizon Start the influence of media

5:50

team there and she brought me because

5:52

I spoke influence their so worked on

5:54

really cool Champaign fair for. Entertainment and

5:56

Cp Geez. And. That I

5:58

really decided that I love. Casting Park

6:00

and didn't really like making Dagsa.

6:03

Doing our p the or you know,

6:05

analytics. I really love loves casting and

6:07

that's what I saw the job at

6:09

her. Wish. I actually got through a

6:12

friend who I went to Germany where and I

6:14

met her their ad in Germany so I got.

6:16

The job and I was. The. First.

6:19

Asking director and head of Influenza sad

6:21

A gene you know you get all

6:23

these fancy title but I booked The

6:25

Influencers. For. All of the

6:27

digital publication. So everything from Seventeen

6:29

and Cause Now that Esquire and.

6:32

Yell. Town and Country tear

6:34

road and Track and current Gyro. And

6:37

really just learning a lot about

6:39

influenza marketing and always doing with

6:41

influencers who. Were. Under

6:44

Charging or overcharging. Are

6:46

making crazy mistakes Then he the speaking

6:48

at conferences and people would always ask

6:50

mail these questions about being an influencer.

6:53

And. I realize that. People. Kept

6:55

making resources for brand the nobody was

6:57

making. Resources for the talent. And

7:00

that's what led me to write a book

7:02

because when you were for a corporation, And

7:04

he can't really tell. Someone. That

7:06

they're not charging an idiot Gonna. Like

7:08

that they're not charging as much as they shared

7:11

because of the great for. The bottom lines are

7:13

you know if someone who mentor the lot of

7:15

women as if and marketing. Really is. You

7:17

know, a woman's industry And the. Content

7:19

said. I. Wanted to be able to

7:21

give people. A resource and he some

7:24

things that. They didn't even know they were

7:26

doing wrong. Which. In turn makes them better.

7:28

Partners for everyone on the business.

7:30

I. I love that and

7:32

brand more about the booklets. By the way,

7:34

it's number four on Amazon for social media

7:37

for business and obviously you know what you're

7:39

talking about and you know what you're writing

7:41

about. And I I love your journey because

7:43

I think that is it's such a unique

7:45

when it and I love how released every

7:48

step that you tuck throughout. Your entrepreneurial

7:50

journey? Really? Did build upon one another to

7:52

kind of bring you to where you are today.

7:54

And not that you fell into it, I mean,

7:56

you worked your. Butt off clearly de suite panic

7:58

at the gist of it. That I would

8:00

love to know through out that journey is

8:02

a kind of want to talk about challenges

8:05

for a moment with the first challenge that

8:07

I want to dive into eat into with

8:09

use it in a you've seen a lot

8:11

of success. You got to experience a lot

8:13

of as different types of as themes and

8:15

and opportunities when it comes to being an

8:18

influencer kind of on both ends of the

8:20

spectrum on the front and and on the

8:22

back and would have been challenges for you

8:24

as you have really navigated to space over

8:26

the past decade and really been here to

8:28

kind of see it become. What it is today.

8:32

At a big part of it is

8:34

one of the big thing the his

8:36

imagination I think in general from a

8:38

careerist employ and an influencer marketing. There

8:41

you have to be able to

8:44

see what's possible and order. To

8:46

attempt to do that. And so.

8:48

You. Know when it when I was in school? Like.

8:51

Social media was like not even a thing when I

8:53

started college. We didn't even have faith but yeah it

8:55

was make be really old. To some people don't

8:57

know life without based but but here we didn't

8:59

have those things. So like the type of job

9:02

I have now. Was not even something

9:04

I could. Eat out of

9:06

work towards and so I think you know

9:08

you really? Just have to keep going

9:11

forward and saying like. You. Know

9:13

this would be really cool as I

9:15

could do something that combines. All.

9:17

Of my passions and really just pushing forward

9:19

to try it. And. Make those things

9:21

happen. Same thing when I was looking for.

9:24

Some. My next job after Horizon I said.

9:27

Isn't. Industry at a point where like

9:29

it's. Everybody. Has the expertise

9:31

with in influenza marketing like of

9:33

every. Still doing soup to nuts

9:35

for every job or like could I

9:38

just be tasked a H. And

9:40

I had to look for a long time because

9:42

so many people had not gotten to that point.

9:44

But. I just knew if I held out long,

9:46

allow the job would present itself and that's

9:48

and that's what happened. So I think. You

9:51

know if you have a specific skill

9:53

set or goals? You. Have

9:55

to. Keep. You know

9:57

jumping from zone the stone until huge him.

10:00

Some were even if you don't know where that

10:02

somewhere. Is yeah because. At

10:05

my case, it might not even exist and

10:07

so you just have to have some sort

10:09

of imagination. And and do lots of

10:11

leaps of faith. Just

10:13

happened in or a quick to let

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11:15

detail. Oh and

11:17

I love how you kind of took those

11:19

challenges and you really turn them all into

11:21

opportunities and you know of and the as

11:24

a lot of that patients as you just

11:26

mentioned in and kind of you know being

11:28

a little bit for thinking and strategic and

11:30

all of the things that I love that

11:32

you release all those moments as really just

11:35

an opportunity that we're living in a time

11:37

and age where. The. Generations before,

11:39

I never had the opportunities that we have

11:41

an Emmy know. hopefully so evolutionary. at least

11:43

speaking, that should happen with every generation. I

11:45

hope that my son's generation has way more

11:48

opportunities that we do, if not were going

11:50

backwards. And there's a problem. As

11:53

a As but I love how

11:55

you really saw that as as

11:57

not. You saw this new age

11:59

of did. Media This new age of

12:01

marketing. This new age of of what it

12:03

meant to be an influencer to have influence

12:05

on on the know in front of the

12:08

camera if he will an behind the scenes

12:10

and you use that to your advantage and

12:12

you really saw the opportunity And that instead

12:14

of being the type of person that. You.

12:17

Know said well there must not be enough

12:19

room for me because of X, Y and

12:21

Z or I didn't get an upper at

12:23

an early enough time. are we to Whatever

12:26

excuse is that we the people make up

12:28

to tell themselves to keep themselves small you

12:30

really allowed those opportunities to come to you

12:32

when the time was ready and internet that

12:34

meant you were ready and that's really kind

12:37

of where the beauty of it was An

12:39

So I love that and and I would

12:41

love to talk a little because you had

12:43

mentioned you can a kept seeing mistakes. That.

12:46

That that influencers were making and even that

12:48

maybe even brands are making as you can

12:50

a got to see both sides. What? Are.

12:52

Those mistakes and I know that this

12:55

this industry has grown so much and

12:57

changed so much that obviously the mistakes

12:59

that people were making eighteen months ago

13:01

or probably different the now that are

13:03

there any kind of baseline mistake that

13:06

you have seen. Consistently happening

13:08

over the last seven eight ten years

13:10

you have been in this space and

13:12

in kind of newer mistakes that your

13:14

thing pop ups and for the the

13:16

listeners who are listening in today's what

13:18

should they be keenly aware of and

13:20

and be. Putting. Their finger on the

13:22

pulsar to make sure that they say. Ahead of those

13:24

mistakes. Show. It so

13:27

you know Brandon influencers make different mistake

13:29

but they're They're intertwined because what one

13:31

side is doing definitely affects the other

13:33

side. So I would say or brands

13:36

the number one must say that they

13:38

cheat me. He even people have done

13:40

this for a long time. if they

13:42

forget. That. Branded content is

13:44

not an advertisement. And

13:46

sell You know they're Huge. Difference:

13:48

As and advertisement is something that

13:51

you hire team and the brand

13:53

is directing every. Chief.

13:56

Oh he had our every. Photo

13:58

every word, If you

14:00

are doing something where. You. Know

14:03

see the she has to be folded

14:05

just such as that. The giraffe. This

14:07

has to be at an and way

14:09

and is a how like control over

14:11

it and this is their product. A

14:14

lot of bands forget that when they're

14:16

firing an influencer, hire someone to put

14:18

their spin on there on the brand

14:21

products and so what the influence or

14:23

does should be you know interpreted through

14:25

her land and I see brands all

14:27

the time higher and influencer who has

14:30

a very playful tone and new this

14:32

time to the movies and then when

14:34

she writes the caption that goes to.

14:36

The brand for approval of. They completely

14:39

remove all the fun and you know

14:41

light heartedness from her post and they

14:43

strike all the images in the psych.

14:45

Oh dude and likeness about her. Why

14:48

did you pick. Her: this is what you

14:50

were going to get. And. So you

14:52

know. You. See so much of

14:54

that when they're like and she's take this

14:56

and can see hold it this way and

14:58

like she would never do that because ah

15:00

that's not what resonates with her audience. And

15:02

then she does the with. Veil.

15:05

Now and then this will perform well,

15:07

which is the entire reason why you

15:09

hire that. And I think it's crazy

15:11

because no matter how many times explain

15:13

that to that, it's like they're hearing

15:16

it for the first time with every

15:18

campaign and. You. Know it's it's

15:20

because they don't really wanna let go but

15:22

they asked she said led to the number

15:24

one rule and influenza marketing for branded. You.

15:27

Have to let go a little bit. And.

15:29

Then for influencers you know they

15:31

when brands are pushing them to

15:34

make advertisements and influence or has

15:36

to be sure I'm sure in

15:38

her own abilities. And capabilities

15:41

to say you know. I

15:43

can't do that. That's not what my audience one.

15:45

And you know you don't want to upset a

15:47

brand, but at the end of the day you

15:49

both have the same goal which is brand awareness

15:52

or driving sales. Or. I you

15:54

know, generating traffic to a specific

15:56

link so. Influencers.

15:58

Really needed. To dig. The for

16:00

an know they're worth, know what

16:02

they're good at, know what their

16:04

audience. Life and then be able to

16:06

convey that and a professional manner to

16:08

a brand. That. They can push

16:11

back is necessary and as in. A

16:13

lot of influences are not that confident in what

16:15

they can do and so when their. When

16:17

their needs to be pushed back there, very

16:19

reluctant to do it. Which. Is how

16:22

you end up with campaign That. Sale.

16:24

And really could have had great success. And

16:27

I would love to eat. has shown that

16:29

because I feel like that is that has

16:31

always been one of my biggest pet peeves

16:33

as well with the brands that in if

16:35

I didn't him just gonna get completely honest

16:37

with you. I think that it's basically they

16:39

want to do an advertisement because they want

16:42

to have completely to control but they don't

16:44

want to pay ad dollars for it. We

16:46

can try and and advertisements gonna cost than

16:48

two hundred and fifty thousand dollars at least

16:50

verse in a campaign that they'll do it

16:52

with an influencer that may or may not

16:54

cause then pass them anywhere between five and

16:56

thirty k. Depending on the influencer sir, I

16:58

you know and there's and so many

17:00

times I've worked. As the

17:03

influence her I have managed influence or

17:05

campaigns for other influencers and they'll be

17:07

big brands that we know very very

17:09

well that will come back. And now

17:11

you know though they'll give us the

17:13

assets of what they want lawsuit kind

17:15

of. you know what's the assets are

17:17

with the creativity of the influencer and

17:19

then they'll come back and ask for

17:21

a complete reshoot because they're like wells

17:23

the waters not trickling down side as

17:25

adapted us and I'm like you're basically

17:27

wanting us to create a commercial for

17:29

you are basically a print bad for

17:31

you but you. Don't want to pay those

17:33

commercial dollars you don't wanna hear I went

17:35

ad dollars but you still want to get

17:38

the add that you want to get. And

17:40

and to me that's when I always. you

17:42

know what to remind influencers out there that

17:44

if the brands are going to be that

17:46

rigid it's if they're not going to let

17:48

you have any kind of creative control if

17:50

they're not gonna let you read line a

17:53

contract or do like a anything to have

17:55

any type of of negotiation at all. It's

17:57

not a collaboration, it is basically I'm paying

17:59

you for. You to do exactly what they

18:01

want you to do. And if that's the

18:03

case, you should be charging a lot more.

18:06

Abstract of their there definitely is.

18:09

Room. For that. You know, but

18:11

right? More of okay. You want me to be

18:13

a content creator which means I met a check

18:15

your product. You make content through my lands for

18:17

my audience. Are you hiring

18:19

me? As. You know a it

18:22

as an ad agency in which. Case

18:24

you can give direction and I will sue

18:26

of. Oh on ad. And

18:28

that's what I'll make and you can have a huge

18:30

news it. And. You know, maybe I'll

18:32

put it on my feet. Maybe I won't

18:34

fit. The pricing needs to be totally. Different

18:37

influences he to say if i soon as

18:39

you can be fifty thousand. Bucks a

18:41

gallon? you? yes? Or no

18:43

because that's how much it would cost you if

18:45

you are going to an ad agency and actually

18:48

making this happen as an ad ad le that

18:50

us on that ends I think for any of

18:52

the brands are less mean he no idea whether

18:54

you work for and massive corporation a work of

18:56

whether you work for you know a new brick

18:59

and mortar mom and pop brand stuff. Keep in

19:01

mind when you're going into work with influencers and

19:03

I think that the influencers that have been around

19:05

for a while i was I was actually talking

19:07

few am at as a person that came on

19:10

Jenny from Margot and me who the fashion and

19:12

blogger adults a fabulous. I love that is the

19:14

I'm sitting with talking about this that see

19:16

have been so intentional about making sure that

19:18

she doesn't do that that you know it's

19:20

was like I don't care if it's cardio

19:22

like if they're coming to me wanting something

19:24

then they have to keep in mind that

19:26

they're coming to me for why I create

19:28

not for as I think that they could

19:30

see themselves with a model. That

19:33

square lot of that confidence comes from. you

19:36

know, because an ambulance or when a big

19:38

brand locks on their door? They get starstruck

19:40

and knowledge. Oh my gosh, it's such and

19:43

such grants. I can't believe it and it's

19:45

like you should believe it. You've worked really hard

19:47

to get to the point where not only have

19:49

they noticed. You which is so hard to get

19:51

on somebody radar rabbit. They have saturday want

19:53

to work with you so you need

19:56

to come to that able as an

19:58

equal and I think M. This Forget

20:00

that all the time that. It.

20:02

Not only are they equal, sometimes

20:04

they even have the upper hand

20:06

depending on you know how specific

20:08

your style is or how nice

20:10

your demographic is or. How high

20:13

quality your photos are! And

20:15

they're coming to for something that they

20:17

probably can't get somewhere else. So they

20:19

may be a huge brand, but there's

20:21

so many of them, your as certain

20:24

type of influencer and nobody else has

20:26

exactly what you hatch. So they have

20:28

to remember that I think influencers get

20:30

so caught up in the fact that

20:32

somebody wants to do business with them

20:35

that all of that business minded thought

20:37

process goes right out the window. And

20:39

August So so true. And it's like

20:41

this. and it is. It's the confidence

20:43

pieces. Be influencers. Is feel like. Oh

20:46

I see. Just be so lucky and grateful

20:48

that a brand as wants to work for

20:50

me here. I'll just I'll even do it

20:52

for free or die now acts of bravery

20:54

of the whatever you want. Just so you

20:57

know, I am finally getting some kind of

20:59

recognition or attention that I've been dying to

21:01

get. And it's really, it's not even about

21:03

the brain at that time. It's like more.

21:07

We haven't quite been and hundred and

21:09

the I just love that you touch

21:12

on that because the more that we.

21:15

As a collective industry.

21:18

Start to think and feel of ourselves and

21:20

of our brand as a business as it

21:22

should be. not as it's just your hobby

21:24

and like you don't care to monetize that

21:26

are make money than that's one thing. But

21:28

if you're actually looking to monetize your influence

21:30

than it is a business. And the more

21:32

that you can learn to think and feel

21:34

in that way more that not only are

21:36

you going to be stepping into and powering

21:38

yourself even more spit, the industry is going

21:40

to be so much better off than it

21:42

would have been. You know, just

21:44

by sitting back and into spilling grateful to.

21:46

Just be seen. Absolutely. I

21:48

think you know because of the marketing when

21:51

you're becoming an influencer it's so isolating because

21:53

it's usually to seven their photographer i think

21:55

a lot of and plunges do feel that

21:57

you forget that they're part of a. Very

22:00

large ecosystem. And their

22:03

individual actions ten have

22:05

consequences. For the next influence or

22:07

after them. Just like. Get out

22:09

there first set of influencers. The

22:12

standards that they set. Or

22:14

what everybody else now has to live up

22:16

to so they're not alone in other not

22:18

and like some black hole doing this by

22:20

themselves. Everything they do does have a huge

22:22

effect on the industry and I did. Because

22:24

they're so in their own community and

22:26

then their home world. Lay. Forget

22:28

that he can have really is can

22:31

have great affects me less about the

22:33

day. The. Right thing, but it can

22:35

be really detrimental if they don't

22:37

So to. So I went

22:39

to am dive into resources for a moment.

22:41

I know you have a lot of them

22:44

and I want to talk about and. Kind

22:46

of be at the resources for talent you had

22:49

mentioned earlier. The Econ assault whole missing. This is

22:51

obviously for the book came from an hour.

22:53

I want to dive into that a little bit

22:55

more than what were those resources that you celts

22:57

were missing that you're like man I am. I

23:00

really need to make sure to show up

23:02

and supports influencers in this way. With why I

23:04

know and provide these resources. As

23:07

big as mine. For me, which was really

23:09

glaring because of my my short stint in

23:11

law school. Works on track. You.

23:13

Know when a brand make the contract,

23:16

their whole objective is to get as

23:18

much as they can for as little

23:20

money as possible, that's. Nature of the

23:22

Game: Mbira an influencer. Your job is

23:24

to be. Able to read that, understand

23:26

what they're asking you, and push

23:28

back if necessary. And it's it's

23:31

You know, there are a lot of parts.

23:33

Their part of it is really. People are

23:35

so excited to to even be here that

23:37

they're afraid to push back. But I noticed

23:39

like I would send contracts influencers and

23:41

they would cut like via doc you

23:43

side and they would come back immediately.

23:45

And I like this is a seven page. That

23:47

I'm in no way you read

23:49

all of this basic. they're just

23:52

stared assuming it they're like okay

23:54

to pose. Okay, a lot of money

23:56

okay with like great this is amazing What

23:58

sign and like like a has. In perpetuity.

24:00

Like all over At know that they

24:02

don't know what that means. The At

24:04

As Re in perpetuity, it may have

24:06

had a Greg who's seventy. The slight

24:08

might be different than the term. Like

24:10

they're all these things that you know

24:12

when you as two different worlds. It's

24:15

dealing with influencers who are representing themselves

24:17

and dealing with influences, Web and Asia

24:19

I already know, especially. With. Certain days and

24:21

like I'm gonna send them a contract

24:23

and they're gonna redline the hell out

24:25

of it. But that's okay because we're

24:27

negotiating. You don't want to do this.

24:29

Well what about their for add a one that?

24:31

what about this and some of these influences? They

24:33

don't realize that. You. Can negotiate to

24:35

at least it's have enough You can't come

24:38

to send the networks for both of you

24:40

You need to be. Okay with walking

24:42

away. And. So I did

24:44

a whole chapter just on contract.

24:47

With. Like what is the difference between

24:49

a fly in it's Her was in

24:51

perpetuity. Why is he knows the

24:53

seventy what category exclusive at each

24:56

to do, give brand category exclusively

24:58

the answer is almost always? And

25:00

must give you an insane amount

25:02

of having only Reyes share All

25:04

of the thing was, you know

25:06

I think influences are really change

25:08

too much attention to pay part,

25:10

partly because. Legally is a scary. And

25:13

partly because you know it's a lot of work

25:15

and they're all afraid that if I push back

25:17

the brand's in, pull the deal. And

25:19

I always tell them you don't understand

25:21

how much work. Gets. Done

25:23

in harmony. Approvals. There are before

25:26

you ever see a contract. And.

25:28

Last year it must see. Wanna

25:30

get rid of something that likes

25:32

material? So the contract nobody's gonna

25:34

drop you from a campaign because

25:36

you wanna do you know, three

25:38

brands of exclusivity vs. Fi? Like

25:40

it might happen but it's so

25:42

rare because that means we have

25:44

to start all over and nobody

25:46

wants to do that. So.

25:49

As long as you demands a reasonable. For

25:51

the most part you think that the lot of

25:54

people think because it's like okay this makes sense

25:56

and yeah I can still have declined achieve their.

25:58

Goal: even with you're at it. So. You

26:00

it may needed something very specific

26:02

like I'm not doing. Exclusivity: And

26:04

the clouds like know she has few of them

26:07

were at an impasse and maybe this isn't the

26:09

right campaign for you, but for the most part

26:11

small tweaks. People. Will will

26:13

be okay with that. So the contracts with

26:15

their huge one and then figuring out. How

26:17

much to charge was. Another

26:20

huge one which always broke my heart

26:22

when people. Ask for way less than they

26:24

were were a. Bus or. Break.

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29:16

Yeah and anyways it's a it's a lot

29:19

of it is knowing your worse I'm you

29:21

know I have a program on pitching. That

29:24

allows influencers to essentially push themselves to

29:26

people like you and brand new suit

29:28

sport for brand deal And and a

29:30

big part that I've learned from the

29:32

students is it's really that confidence piece

29:34

of a weaving in themselves believing in

29:36

their value and and worse comes with

29:38

that as a huge one for sure.

29:40

I'm and I love that you brought

29:42

of the contracts because I think that

29:44

a lot of times you don't know

29:46

what you don't know rides with like

29:48

it or not like worthless it you

29:51

know I'm come into this world and

29:53

know what in perpetuity. Means I never went

29:55

to law school, but I still knew what that

29:57

net because I googled it and I figured it

29:59

I had. There with you at it,

30:01

there's there's A, there's an education Keith

30:03

that you know even a don't know

30:05

what you don't know but at the

30:07

same times influencers have also. What I

30:10

would recommend is they have to get

30:12

out of that kind of that helplessness

30:14

and that bird lack of a better

30:16

word that them self victimization of like

30:18

well this is scary or I'm not

30:20

good with numbers or I'm not good

30:22

with irony or I don't understand illegal.

30:24

Therefore I should just say yes or

30:27

I said you know kind of upset

30:29

put my head. In the sand and and

30:31

hope it goes away and like if you're

30:33

really going to step into this and again

30:35

think and feel as a business there has

30:37

to be an education piece that you've got

30:39

to understand. this to some degree now. is

30:41

legal is not yours own opinion? That so

30:44

we vine. you can hire it out, you

30:46

can find enough even contract templates or system

30:48

are process or person to help you but

30:50

you at least have to take that first

30:52

step and now we have your book which

30:54

is amazing because it's going to just allow

30:56

it to be way more consumable and the

30:58

tell a little bit more. About the book and

31:01

then I want to ask you about photo rights because

31:03

as to something that has been coming up a lot

31:05

and that I would love to to get your opinion

31:07

on. Super. Is so

31:09

that much really is. It's a it's a

31:11

short easy read. People have told me they

31:13

read it in one sitting. People have told

31:16

me it took them, you know, less than

31:18

today. So I'm happy that it's It's Shore

31:20

in an easy to consume and it really

31:22

has broken out into four. Parts of

31:24

the first part is building your

31:26

community. And that's where we talk about. how

31:28

do you find your boys? Are you figure

31:30

out what you're gonna post the bow and

31:32

how do you get followers? The. Second

31:35

part, it's packaging your brand and that's

31:37

where you talk about having an egg.

31:39

So what is your unique spin on

31:41

things to do? Pick up more talent

31:44

you know because after are always after.

31:46

Chino had Edu, jujitsu and sword fi

31:48

and they have all these extra film.

31:50

Because it helps you just hope. That. Works

31:53

too when you're an influencer. like can

31:55

you walk around where are you grade

31:57

on video and you host and embed

31:59

self all the ten minute talk A

32:01

lot about. Match. For them,

32:03

how to understand your metrics and you know

32:05

how to figure out your engagement way in

32:07

all of those those things that we supply

32:10

about on the brand size. And. That

32:12

it has like press kids then caddis

32:14

you had a get depressed notice you

32:16

had a make sure you have a

32:18

good about cage a good collaboration paid

32:20

so that when a brand finally does

32:22

fine do they don't have to like.

32:24

Figure. Out What? Are You even willing? To

32:26

do all that information there. And.

32:29

In the third pie is monetizing your and

32:31

plans and that has a whole chapter just

32:33

on money and how to negotiate. A

32:35

chapter we just talked about how to read a contract

32:37

and then a whole chapter on. Do. You

32:40

need an age and and have you get

32:42

one and then the last section is called

32:44

planning your future. And. That's really

32:47

a discussion of. Once.

32:49

You've achieved in Poland. Now What?

32:51

Because. It's. One not something

32:54

that it may not be something you want to

32:56

do forever. A You may be you

32:58

out. In a specific a nice where your

33:00

age out so then why or do you

33:02

have other goals? Do you want to use

33:05

your ambulance and the help a charity? Do

33:07

you want a. Specific.

33:09

You wanna a clothing line? Do you

33:11

want a beauty limelight? What do you

33:13

want to do now? And you know

33:16

I talk a lot about that. The

33:18

say, even if you haven't. Started.

33:21

Your journey as an influencer. If

33:23

you know the end goal, you can

33:25

work backwards. And. Figure out what

33:28

do I need to do to get

33:30

there. And. So are so many

33:32

people. They just start going down a path

33:34

and that after year two years realize that

33:36

they have to completely pivot. For. Their

33:38

new goal. And they've lost so

33:40

much time. And because. They've been going on

33:43

the wrong direction so. Really? Figuring out

33:45

where do you want to end up because

33:47

that will help determine where you should start.

33:50

The. Dose of are the for. The.

33:52

Force Action The and. It has

33:54

a lot of a quotes from a bunch

33:56

of influenza so I know and they've given

33:58

their in sight. Lot of kids

34:00

from expert so bunch of folks at. First.

34:03

And different brands that I have worked with

34:05

and then my favorite pie it has influence.

34:07

Or icon and their aid icons in

34:10

there. Were. These are influence

34:12

as they think are enough. Some

34:14

of the best content creators. And.

34:16

There's Q and A with them

34:18

and it's everything From Saudi they

34:20

treat their content to. What?

34:22

Do they know now that they wish they

34:24

had known when they started? And. So

34:26

I really tried to not only share

34:29

what I've learned, but what a lot

34:31

of influencers who are really successful Scotland

34:33

and love that. And I love what

34:35

I love about. The way

34:37

that you set the spoke out is

34:39

that it doesn't matter if you read

34:42

it today for five years from now

34:44

because it's really about the foundational pieces

34:46

and in the strategic police it pieces

34:48

that you need to know. So it

34:51

doesn't matter how much the industry change

34:53

as or how many new app serbs

34:55

platforms or whatever comes about this this

34:58

knowledge is still going to be applicable

35:00

and still going to be important for

35:02

every influencer and to now. So I

35:04

love that on if you have. Not

35:07

bought the book yards and we're going to

35:09

make sure to have a lean on our

35:11

show notes. but you can literally go to

35:13

Amazon, Google, the word influence or our urban

35:16

type the word, an influencer, building a personal

35:18

brand and eight of social media. of course

35:20

Britney name's it will pop up. It's fourteen

35:22

dollars guys. Do yourself a fever. invest in

35:25

yourself today and get this this book I

35:27

know that can help so many of you

35:29

And to thank you for sharing that am

35:32

I under so excited to see what everyone

35:34

listening learns more and when they dive into

35:36

that an. Amazing. That you created.

35:39

Thank. You so much? Yeah, I'm a

35:42

it's doing really well. It it was

35:44

yeah because. People don't really read. This

35:47

is what is what the general consensus

35:49

is. I think we all go out

35:51

with the contract secessionists. Yeah, He. Prevents.

35:54

People don't really read but the the reception to

35:56

the Bug has been great and you know I

35:58

think. A lot of it has. The US, with

36:00

the medium salad people who watch the

36:02

influencers, read it yet been sharing it,

36:04

and then more people find out about.

36:07

So. The passenger and people have said you

36:09

know just really simple things in the bus

36:11

that they'd and now. They've. Implemented

36:13

and a bunch of people said you

36:16

know I wasn't getting any contracts and

36:18

now I'm getting all the feals or

36:20

I can't believe how little I was

36:22

charging. I started charging, act them out

36:24

and I'm getting at and self. Those

36:26

are things that when people tell me

36:29

they make me so happy because that's

36:31

really thought was my goal with the

36:33

Buff which is near plenty of things

36:35

that you can't really google because there's

36:37

so few people who have been in

36:40

influence and marketing and the have you

36:42

know some inside that. Not particular

36:44

to their brand for their

36:46

particular vertical. Because. That's how jobs

36:48

usually set up and I'm just lucky that I

36:50

have worked at an agency and then a publisher

36:52

were had to do. You. Know

36:55

teamstaff mom stuff. I've.

36:57

Had a do pharma for like old people like

36:59

I have a big he says you know I

37:01

have. A nice and nice variety

37:03

of of. Case. Studies to

37:06

look at to come up with across

37:08

all of these things. Or if it's

37:10

male or female, or beauty or traveler.

37:12

Hell. What? Are some things that are. Always

37:15

true and you know, really,

37:17

just. Be able to share those things

37:19

so that it can apply it as

37:21

as many people as. Possible.

37:23

And they really don't know what goes on on

37:25

on this. and because who's who's gonna tell them

37:27

you know where Not going to share? The

37:29

secrets if he. Well, so I.

37:32

Felt. Like that the side of my responsibility

37:34

when. Love that. While I'm so excited

37:36

I know that met my and the

37:38

listeners of the podcast. I know they

37:40

read because we talk about books ally

37:42

and they loved me. Book read recommendation

37:44

that that they get So I'm excited

37:46

for each and every one of them

37:48

to guess themselves, this book and to

37:50

die then an answer with us via

37:52

social media and Instagram. The ends Instagram

37:54

stories on your thoughts is that And

37:56

so before we we wrap up I

37:58

went to you about. Photo rights for

38:00

a moment and. He chi's This

38:03

has been a thing, especially in this last

38:05

year that I've seen pop up a lot.

38:07

that an influencer. Well. Come to

38:09

a Thief group of their D and

38:11

me or maybe they're student of mine

38:13

are one of my programs and they'll

38:15

say you know k every wine I've

38:17

been working with this brand and they

38:19

have asked for rights to all of

38:21

my photos that I used. a you

38:23

know that we created for the campaign

38:25

that we did and they wanna put

38:27

it on billboards and on buses and

38:29

all over social media? They want to

38:31

use it as Thief to. Do

38:35

It. Do.

38:40

We signed a contract that gave away all

38:42

these photo riots and now my favorites were

38:45

Third Eye And you know Times Square am.

38:47

What do I do? This is like the

38:49

consistent question that I get with photo rights.

38:51

The can you kind of like give us

38:53

the lay of the land with the same.

38:56

Sure, so you know I can't for the

38:58

most part with them once or create a

39:01

photo and it goes on her instagram. That.

39:04

General assumption should be that the

39:06

brand can also post that organically

39:08

on their social so that she'd

39:10

be free of charge. Or big

39:12

into your actual price sell because

39:15

it's as also. Mutually beneficial because

39:17

now you have exposure. To the brand's audience

39:19

and maybe you'll pick up more fall. When.

39:21

It gets tricky of when they want to start.

39:23

using. Your your content

39:26

not. Is just branded content

39:28

but as an advertisement. Which.

39:30

Is where you run into paid, social and out of

39:32

home and all of those things. So. I

39:34

like to think that. You. You?

39:37

you'd you'd definitely charge for

39:39

that. Absolutely. And the the

39:41

the fee structure I've been

39:43

using his. For. Them

39:45

to run it. Iron and

39:47

I think it also depends on how

39:49

many followers rehab it. It changes a

39:52

little bit, but for them to run

39:54

it on social media and put stayed

39:56

behind it I think it usually should

39:58

be a bow. A quarter

40:01

of what you charged for the

40:03

posts per month that they want

40:05

to use it. So. Of years

40:07

charging hit l four thousand for an

40:09

Instagram posts you should be able to

40:11

charge them as thousand dollars for every

40:13

month To say when. A pub jade

40:15

behind your pathetic. Three. Months and you get

40:18

an additional three thousand dollars. I think

40:20

that's. Fair. Because. Why

40:22

you're getting paid for the exposure even though you

40:24

have to do anything but to. They'll.

40:26

Push your content out to a very. Wide

40:29

audience was when you have more followers

40:31

you can charge more money so it's

40:33

great for you once you start looking

40:35

at out of home and things way

40:37

won't be used in. Contact necessarily.

40:39

That's why I think you

40:41

can charge. You. Know fifty

40:44

percent of. What your post is per

40:46

month for then you should be charging two

40:48

thousand dollars if they want to put it.

40:50

you know, On. Their website

40:53

and not necessarily. Use

40:55

your name or something. Like that and

40:57

then if they're really dislike me want to

40:59

use is where we why then use your

41:01

probably charge the same amount that you charged.

41:03

Where your posts? That. Would be four

41:05

thousand dollars a month for however long they're

41:07

running. If. Anything those sorts

41:09

of numbers are spare their

41:11

digestible. And. The Keeper brand in chef

41:13

because the say when around something for. For

41:16

a month at sixteen thousand dollars, that's

41:18

a lot of money, so they really

41:20

have to decide. Do. He

41:22

want to do that. And.

41:24

I think it also depends too on. How

41:27

much money you currently make? In

41:29

that space. So if you're a beauty,

41:32

Blogger: And it's for

41:34

a foundation. And they want to

41:36

run it for four months anywhere they want. Sure,

41:38

You could charge that standard for thousand, but you

41:40

probably want a bump. It up a little

41:43

more because while your face is associated

41:45

with this thread, Other brands will

41:47

not touch you. And sell because

41:49

you're essentially like the poster girl for

41:51

x y z bread. and so they'll

41:53

be lost revenue that. See. Also

41:55

can look at if they're running it for

41:57

for a man and usually do one campaign.

42:00

The man. That. Means that or

42:02

campaign that you won't get to do So

42:04

that's another sixteen thousand dollars. So those are.

42:06

I think the way people need to start

42:09

thinking about how much. Do I want to

42:11

charge the branch? Use my face. And.

42:13

Then because I will lose money while

42:15

being associated with that brand. How

42:18

much money am I going to lose? And

42:20

then try and find and number.

42:23

That. Your happy with. But.

42:25

It's a lot of math. It's it's a

42:27

lot of. A lot of mass in

42:30

a lot of figuring it out and my brother

42:32

necessarily mean that's what you'll get. That's what you

42:34

can ask the brand for and they might come

42:36

back and said have it on that we don't

42:38

have that kind of money but about this number

42:40

and then you can see how how you feel

42:42

about it. but I always sell influence as the

42:44

for brand tells you something and it doesn't it

42:46

doesn't pass that. that check. It's probably

42:49

says it's not fair. On.

42:51

These. That's. Okay that

42:53

they don't have enough. It's okay

42:55

that they can't afford you. It's

42:57

like by give your really good you

43:00

should be expense of and not everybody

43:02

can afford to you and. There's

43:04

nothing wrong with that, I think influencers they.

43:06

They get a little upset when their legs

43:08

are. They don't have enough money for me

43:10

and it's like well then maybe once they

43:12

have more money they can work with. Yeah,

43:14

and that's okay. We're down expensive but worth

43:16

it.com. That. Drag me without available.

43:19

When I get his side effects I let.

43:21

It's kinda like one of my aunts my

43:23

secret things. I love to think of really

43:25

weird domain names and I'm I'm always I

43:28

can we just that is that the sit

43:30

idle other I loved by domain names and

43:32

understand we're long. Please move out.com Love it

43:34

and. I have. I'm definitely adopted.com

43:37

billionaire guy. Yeah we are that

43:39

accidents are expensive but worth it.com

43:41

is totally Hagan Scott of the

43:43

i think we I did it

43:45

didn't look that up a couple

43:47

years ago. Know that if know

43:49

that won't Britney other than the

43:51

book which is incredible one or

43:53

other resources that you offer and

43:55

to support influencers. So

43:58

it seems. Has. Next

44:00

month I have I'm doing a

44:03

live. Com. Friend So it's

44:05

gonna happen in New York where you can

44:07

live stream it. And. So that

44:09

information that my website which is

44:11

pretty easy Britney hennessy.com It's odd

44:13

duck tape and a dream. And

44:16

so I call the. Bunch of influence or

44:18

inaccurate friends. The com a were gonna talk about

44:20

all the things that are in the book and

44:22

like the lives that excess. Negotiations

44:25

Content. In a

44:27

Pr. Boosting. Your own content,

44:29

All of that fans. That's the way

44:31

to have that com friends as you

44:33

pretty well. And twenty five dollars because

44:35

everybody wants to embed themselves. But. But.

44:37

Let's be real. Like. Is.

44:39

The expensive things you really gotta think do

44:41

a really bad day really want and it's

44:43

rare on holidays and of people. Buying gas

44:46

and you know, Hanukkah? guess another thing.

44:48

So I went to make sure it

44:50

was affordable. And then the other thing

44:52

I offer that happens all the time and I.

44:55

Started. Offering after being requests to

44:57

it being requested. Ballad of People As I

44:59

Do. Strategy. Session with influencers lives

45:01

there have been impressed. Yeah they're a

45:03

bunch of different options. One of them

45:05

is you know the most basic one

45:07

is s we get on the phone.

45:10

And for thirty minutes we talk. About your Instagram

45:12

so I will cost you About

45:14

your bio your hashtag. How

45:16

you're engaging with the a community

45:18

I'll give you insight on you

45:21

know who your community. Who. You

45:23

community is what brand affinities you

45:25

have. Who's your audience? Following all

45:27

of that that fine technical staff

45:29

that the actual emblems er might

45:31

not have access to. And

45:33

then. Make all the way into like.

45:36

Really? Big strategy sessions where I

45:38

did one with an influencer. We

45:40

actually went through a contract that

45:42

she had received and needed help

45:44

negotiating. And so we talked it over.

45:47

And. Came up with a price that

45:49

was twelve thousand dollars higher. Than.

45:51

What they originally offered and slack

45:53

the that and they said okay,

45:55

yeah, themselves? yeah. He

45:58

was that you know this Phone call One. Then

46:00

she she's like but I? it made

46:02

me twelve thousand dollars you think? So

46:04

it's totally worth examining. Wizards.

46:06

Fan because I think you know lots

46:08

of time you're doing something but it

46:10

always helps. Had to have. Somebody else

46:12

look over your content or your.

46:15

Or. Your contract. so just like

46:17

what's your overall strategy. And

46:20

eight men coming from me because it's

46:22

the person who. Is doing

46:24

the casting. So. You know, you

46:26

might have a friend to another influence or look

46:28

at it, but they're not looking for the same

46:30

thing I'd be looking. And so

46:32

I think that perspective is something that.

46:35

People people really enjoy. And

46:37

and have me a lot of people, a

46:39

lot of money. I always tell them I

46:42

want ten percent but like nobody can pm,

46:44

that can be after all, isn't that amazing?

46:47

When you invest in yourself the right way

46:49

and mean it's just it's incredible what can

46:51

come back seat. So for all of his

46:53

listening who wanted he doesn't your Instagram seat

46:55

is open the door and and kind of

46:58

nervous that you're going to get like a

47:00

million the ends Hope you do because I

47:02

know I know that you're gonna get yeah

47:04

internal even then the as that Israel's Mccartney

47:06

thank you So. Much for coming on a

47:08

a Syrian. Your wisdom, your journey, just all

47:10

of your knowledge bombs in your truth bombs.

47:12

It's been so much pine I know that

47:14

the audience is going to eat up this

47:16

episode. They're gonna love it. I'm for think

47:18

you so much and let everybody know where

47:20

can we find you I know that you

47:22

already gave your website where can we find

47:24

you on social media to make sure to

47:27

stand you and since you dm today and

47:29

let let you know how we how we

47:31

love this episode. Is. So

47:33

I Mrs M R S. Britney Hennessy

47:35

on Instagram and that's really the one.

47:37

I checked the both so am I

47:39

answer all my Dm bow if you

47:41

dare me I will respond there you

47:43

go There you go Thank you so

47:45

so much and I can't wait to

47:48

to catch up soon! Yeah.

47:50

Thank you for having me! Your podcast is great so

47:52

I am honored. To be audit think he really

47:54

bad. As

47:57

always thank you so much for joining. Me:

48:00

The day and every week here on

48:02

the influence or podcast. If you are

48:04

wanting to dive deeper into the tropics

48:06

and discussions that we have here, I

48:08

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48:23

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48:25

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