S3 99. How to Land Your First Podcast Sponsorship (Even With Under 1K Downloads) with Justin Moore
Every podcaster dreams of saying those magic words: “This show is brought to you by…” But for many podcasters, sponsorships feel like a far-off goal - something reserved for those with big audiences, fancy video setups, or industry connections.
And the result?
Talented hosts with powerful content hesitate to pitch themselves, assuming they’re not “ready” yet.
In this episode, I sat down with Justin Moore, sponsorship coach, creator, educator, and author of Sponsor Magnet. Justin has helped creators - from niche YouTubers to newsletter writers - land over a million dollars in sponsorship deals. And he’s here to share a perspective that might completely change how you think about monetizing your podcast: you don’t need massive numbers to make sponsorships happen.
You just need the right mindset, the right strategy, and a more creative approach to what you’re offering.
Chapters:
00:00 – Intro: Why Most Podcasters Feel Sponsorships Are Out of Reach
01:45 – You Don't Need Big Numbers to Get Sponsorships (Here's Why)
04:30 – The Sponsorship Continuum: How Your Pitch Changes As You Grow
07:15 – Niche Shows Win: How Small Audiences Can Land Big Deals
10:10 – How to Pitch Brands Using the R.O.P.E. Method
13:40 – Behind the Scenes of Brand Budgets and Sponsorship Timelines
17:20 – Thinking Beyond Mid-Roll Ads: Creative Ways to Monetize Your Show
21:30 – Why Video Podcasts Are Essential for Growth and Sponsorships in 2025
25:10 – Understanding Brand Goals: Awareness, Repurposing, and Conversions
28:45 – Follow-Up Strategies That Actually Get Brands to Say Yes
36:10 – How to Expand Your Sponsorship Packages Beyond Just Podcasts
39:20 – Building a Multi-Platform Presence to Serve Sponsors (and Your Audience)
42:05 – How to Handle Follow-Ups Without Feeling Pushy or Annoying
Why You Don’t Permission To Start Monetizing Your Podcast Now
A lot of podcasters spend months - or even years - waiting for permission. Permission to pitch, to monetize, to collaborate with brands. They tell themselves things like, “I need more downloads,” or “I need better gear,” or “It’s too soon.” But the reality is, there’s no official threshold that suddenly makes you sponsorship-worthy. The shift has to come from how you think about your show - and how you position it to potential partners.
This episode is a reminder that even if you’re pulling in 100 downloads per episode, you still have something of value to offer. It’s just about knowing how to package that value in a way that speaks to a brand’s needs - not just your own. Whether you’re pitching a Fortune 500 company or the local business down the street, Justin lays out a step-by-step approach to building meaningful partnerships rooted in service, strategy, and sustainability.
The Sponsorship Continuum: What You Pitch Depends on Where You Are
Justin introduces a concept called the Sponsorship Continuum - a helpful framework that allows you to visualize how what you pitch should evolve depending on the size and maturity of your show. At the early stages, when your audience is small and growing, your leverage doesn’t come from the number of downloads - it comes from your expertise, your content creation skills, and your ability to tell a compelling brand story. This is when you might pitch yourself as a content creator for a brand’s blog or YouTube channel, rather than asking them to sponsor your show directly.
As your platform grows, your pitch evolves. Maybe now you’re offering a combination of content creation and podcast promotion. And eventually, when you’re reaching thousands of listeners per episode, you can confidently pitch traditional ad placements, mid-rolls, and host-read integrations. But the biggest mistake creators make is assuming sponsorship only becomes possible once they hit some arbitrary “big show” benchmark. In reality, the entry point exists much earlier - you just need to know how to tailor your pitch.
Why Niche Shows Have an Unfair Advantage
If you think brands are only looking for reach, you’re missing what most of them actually care about: access. And often, access to a specific, highly engaged audience is far more valuable than large, general reach. Justin shares the story of Dr. Alex, a veterinarian who runs a podcast about digital pathology. Her listenership may be small in comparison to entertainment-style shows, but the audience is full of decision-makers at medical device companies and labs. To brands in her space, that access is gold.
There’s a misconception that sponsors only want lifestyle influencers or mainstream visibility. But the truth is, especially in B2B or specialist industries, brands have significant budgets - and they’re looking for creators who can help them connect with niche audiences in authentic ways. Whether you're running a podcast about climate policy, state-level politics, or ethical investing, your specificity is your superpower. You’re not competing with everyone - you’re standing out by knowing exactly who you’re serving.
How to Pitch Like a Pro: The R.O.P.E. Method
One of the most actionable tools Justin shares is his R.O.P.E. pitching framework. It stands for Relevant, Organic, Proof, and Easy to Execute. This method transforms cold pitches from vague asks into strategic, personalized proposals. Relevance means you tie your pitch to something the brand already cares about - like an upcoming campaign, event, or product launch. The more specific you are, the more likely they’ll pay attention. It shows you’ve done your research and that you’re thinking beyond just “I have a podcast - sponsor me.”
Organic refers to aligning your pitch with content your audience already resonates with. Maybe you’ve done an episode that speaks directly to the brand’s space - link to it and show how your audience engaged. Proof involves showing past results: case studies, testimonials, or examples of how you’ve helped other brands succeed. And finally, Easy to Execute is exactly what it sounds like - take out the guesswork. Be clear, specific, and structured in what you’re offering. It shouldn’t feel like work for the brand to figure out how to say yes.
What Brand Budgets Actually Look Like (And Why Timing Matters)
A huge source of frustration for podcasters is sending out a pitch and getting no reply. Justin pulls back the curtain on what’s actually going on behind the scenes: most marketing budgets are set months in advance - sometimes 6 to 14 months out. The person you're emailing might love your idea but simply be stuck waiting on approval, or juggling 50 other campaigns. So it’s not that your pitch was ignored because you’re “too small” - it’s more likely a timing issue.
That’s why he emphasizes shifting your mindset: the point of a pitch isn’t to land a deal on the spot. It’s to start the relationship. From there, your goal is to stay top of mind through helpful, low-pressure follow-ups. Building a real connection - especially when you’re early in your journey - is more valuable than scoring a one-time ad. And when the timing is right, you’ll be the first person they remember.
Think Beyond Ad Reads: Creative Sponsorship Assets That Work
A lot of podcasters think the only thing they can offer is a mid-roll ad. But in today’s sponsorship landscape, that’s just one of many possibilities. Brands often need help creating content for their own platforms, running webinars, designing how-to videos, or even launching their own podcasts. If you’ve built your show yourself, you already have a portfolio to prove you can do this work - so start positioning yourself as a creative partner, not just a placement opportunity.
The best part? These types of collaborations often come with higher price tags and lower pressure around your show’s metrics. When a brand pays you to run a webinar or create internal video content, they’re paying for your expertise and execution - not your download count. This makes it easier for smaller podcasters to get a foot in the door, build credibility, and reinvest into growing their platform.
Why You Can’t Ignore Video in 2025
We also talked about the role of video in podcasting, and Justin didn’t hold back: if you're not thinking about video in 2025, you risk falling behind. Video clips, even from a simple webcam recording, are easier to share, easier to turn into ads, and offer brands more visibility and repurposing potential. But the good news is, you don’t need a full studio setup. One camera, good lighting, and some smart editing can be enough to get you started.
Beyond growth, video is also about deepening trust. Brands and audiences alike respond more strongly when they can see you. Holding up a product, showing your energy, reacting in real time - it builds connection in a way that audio alone sometimes can’t. So if you're serious about increasing visibility, diversifying revenue, and future-proofing your show, video deserves a seat at the table.
Tracking, Attribution, and the Reality of Results
One common fear podcasters have is: “What if I get a brand deal and can’t deliver results?” Podcast attribution is famously messy - it can take weeks for listeners to act, and there’s no clear-click path like on Instagram or YouTube. That’s why Justin introduces his ARC framework, which outlines the three major brand goals: Awareness, Repurposing, and Conversion. Not every campaign is about sales. Sometimes brands simply want to build recognition or generate content they can reuse elsewhere.
Understanding this allows you to shape your pitches more effectively. It also takes the pressure off performance-based fear. If a brand's primary goal is awareness, then tracking click-through rates isn’t the only measure of success. It becomes about alignment, audience quality, and storytelling. And when you set those expectations clearly upfront, you’re far more likely to build partnerships that last.
Final Takeaways and Your Next Steps
The biggest lesson in this episode is that sponsorship is not reserved for the elite few. It’s about creativity, clarity, and commitment. Your podcast - no matter its size - can be a powerful vehicle for value. But the way you frame that value has to evolve. Instead of leading with downloads, lead with impact. Instead of waiting to be discovered, start pitching. And instead of limiting yourself to one format or one platform, consider how you can expand your content ecosystem in ways that serve both your audience and your sponsors.
If you’re serious about turning your podcast into a platform that attracts aligned brand partnerships, this conversation with Justin is a must-listen. Take notes, revisit the frameworks, and start building your own Sponsorship Continuum strategy - one step at a time.
Related content you should play next:
RESOURCES MENTIONED IN THE EPISODE:
Get Justin Moore’s book Sponsor Magnet: https://www.sponsormagnet.com
Connect to Justin on Instagram: https://www.instagram.com/creatorwizard
→Feeling stuck about your podcast’s growth? Do you have no idea where to start and want to partner up with a pro? Book a free discovery call or learn about what we do: https://thepodcastspace.com/grow-roi
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ABOUT THE HOST
Hi, I’m Ana Xavier, a multilingual award-winning podcast marketing and content strategist specialized in generating online visibility for women, multilingual, and minority impact-driven business owners.
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