The P.I.N.O.T. Method: How to Follow Up with Brands (Without Being Annoying)

Don't be surprised if the brand doesn't immediately say, "Yes!" to your next campaign proposal.

There may be several reasons why they can't move forward right away, such as budget constraints, additional meetings they need to have, or shifting priorities.

But the last thing you should do is never talk to them again!

That's like firing yourself from your 9-5 job every month and constantly having to find a new one.

Do you know how much easier it is to convince a company you did great work with to hire you again (when they're ready)?

The key to stop doing business (and life) on "hard mode" is to stay top of mind by sending ongoing, valuable updates.

Don't simply spam the brand with gems like: "Bringing this to the top of your inbox!" or "Just circling back!" Linguists across the globe have tried creating a more irritating sequence of words than these but none have succeeded.

Don't be that person. Instead, use what I call the "P.I.N.O.T. Method":

Here's what you can say each time you reach out:

Pivot (Follow-up #1; 2-3 weeks after PCR submission)

Thank the brand for the payment you just received and ask for feedback on the next campaign idea you submitted in the Post-Campaign Report

• Send the brand a new seasonal idea ("Instead of a summer campaign, how about Back-to-School? Not feeling Back-to-School? How about for the holidays?")

• Send the brand a new idea related to their recent post (I hope you turned on notifications for their social media accounts!)

• Send the brand a new idea related to additional feedback/comments you got from the audience on the first campaign.

• Send the brand a new idea related to a trend ("Check out this article I saw about how this brand in your category is killing it with short-form content!")

• Tell the brand about other distribution channels you have ("I know we worked together on platform X, but have you considered platform Y?")

I forgot to mention (Follow-up #2; 1-2 weeks after the previous message)

• "I forgot to mention that our post has continued to do well! Since we last spoke, it's gotten X more views, impressions, and downloads!"

• "I forgot to mention that my calendar is filling up for the season, and I have two more slots for fall..."

• "I forgot to mention if my last idea didn't resonate, here's another..."

• "I forgot to mention I can also create exclusive content for your social handles..."

• "I forgot to mention I can also offer paid usage rights..."

Novelty (Follow-up #3; 2-4 weeks after the previous message)

• "Can you tell me what the brand's typical planning cycle looks like? I'd love to offer to do a virtual 'Lunch and Learn' with your marketing team where you can ask me anything, or best practices on platform Y, etc."

• "I noticed something about a few of the posts you made last week and would love to offer some tips for better engagement."

One more try (Follow-up #4; 4-8 weeks after the previous message)

Review the approaches outlined in the previous three steps and try one more outreach using those tactics.

Let me pause here for a moment and acknowledge what you might be thinking:

"Justin, there's no way I'll ever find the confidence to follow up with a brand four times without hearing back from them."

Well, let me share something one of my students, Emma, posted in my private community,

"The person I'm emailing just replied after the fourth email. You are so right to encourage people to keep going even if it feels uncomfy! They apologized for their late reply, and we're moving forward. Without you and Brand Deal Wizard, I would have 100% given up before."

Of course, it's possible that after four emails, the brand still hasn't responded.

And if that's the case…

Time (Follow-up #5; 3+ months)

It's time to let your contact "breathe" for a few months.

For whatever reason (likely nothing to do with you), the brand isn't interested in a collaboration right now.

Set your calendar reminder for three months from now and then start the pitch process all over again.