The archive
The Letters archive.
Explore the published Letters on creator marketing. Search for a word or phrase in the title.
46 letters
Letter 046
A clause is not a date.
Letter 045
Write the review question before the campaign ships.
Letter 044
A second platform is a second purchase.
Letter 043
Your brand manager is about to rotate.
Letter 042
Read what the creator already signed. Then book them.
Letter 041
A view cap is your worst case. Know it before you sign.
Letter 040
The call is for deciding. Not for getting the price.
Letter 039
Marketing approved it. Legal killed it.
Letter 038
Your first offer should never be a number.
Letter 037
Your favorite creator is about to quit.
Letter 036
Last-click is killing your creator budget.
Letter 035
YouTube just redefined the view. Your contracts didn’t.
Letter 034
Your brief has 14 mandatory mentions.
Letter 033
The 60K-sub creator outconverted the 600K-sub creator.
Letter 032
Stop buying influencer tools.
Letter 031
Your outreach email reads like a scam.
Letter 030
The first question I ask before signing a creator.
Letter 029
A $200 brand deal isn't a brand deal.
Letter 028
1,200 deliverables. Zero brand safety incidents.
Letter 027
Why our creator managers cap at 10.
Letter 026
Why we walked away from $120K last quarter.
Letter 025
Your creator got hacked mid-campaign.
Letter 024
One algorithm change from zero.
Letter 023
Your best creator doesn't have a face.
Letter 022
Why a 22K finance channel out-earns a 90K art channel 35 to 1.
Letter 021
Your competitor paid 3x what you offered. You'll never see the invoice.
Letter 020
300K Subscribers. 5K Views. The Subscribe Button Is a Tombstone.
Letter 019
More Time On Screen Is Not More Brand Recall.
Letter 018
The Usage Rights Clause Nobody Negotiated.
Letter 017
90K Subscribers Can't Pay the Bills.
Letter 016
The Market Is Completely Opaque.
Letter 015
42 Hours You're Not Counting.
Letter 014
20% of Nothing Is Nothing. Until It Isn't.
Letter 013
Your Agency's Report Looks Great. Your Sales Don't.
Letter 012
The $3K Creator Is the Best Deal You're Not Taking
Letter 011
Your Ad Budget Is Funding Robots
Letter 010
The Pricing Black Box That's Costing Brands Thousands
Letter 009
The Audience That Wasn't There
Letter 008
Your Campaign Calendar Is Costing You Money
Letter 007
The Pressure You Can't See
Letter 006
The Creator Inbox Problem Nobody Talks About
Letter 005
You're Overpaying Creators or Losing Them (You Just Don't Know Which)
Letter 004
26 Out of 30 Said No (And It Had Nothing to Do With Money)
Letter 003
Agency Over Intelligence
Letter 002
The AI Trap Nobody's Talking About
Letter 001
Why Your Creator Outreach Is Broken
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