Love Letter #3

Love Letter #3: 5 Brand Deal Mistakes Every Creator Must Avoid

Most creators make all 5 mistakes. Here’s how to fix them....

Brand deals are one of the fastest ways to make money as a creator.

They can also be the fastest way to lose money or even your rights.

Over the past 18 months, I’ve reviewed and negotiated hundreds of sponsorships.

Here are the 5 biggest mistakes I see again and again and how to avoid them.

Mistake #1: Not Asking for More

The first offer is never the best offer.

Brands expect you to negotiate.

Fix: Anchor high. Ask for 2× upfront. Trade down later for add-ons: bundled posts, exclusivity, faster payments.

Mistake #2: Ignoring Usage Rights

If a brand wants to reuse your content on their own channels or in ads, that’s not free.

Fix: Price usage separately and cap the term. 30–90 days is standard. 10-20% of the base for every 30 days.

Mistake #3: Accepting “Perpetuity”

Forever is not a deal. It’s a trap and leak.

Fix: Limit usage. If they want more, they pay more.

Mistake #4: Skipping Approval Rules

Endless edits can kill momentum.

Fix: Lock in 1–2 approval rounds max and send a concept deck before filming.

Mistake #5: Not Understanding Indemnity

This is the clause that decides who pays if something goes wrong.

One-sided indemnity can bankrupt you.

Fix: Make indemnity mutual and cap liability at the deal value.

Quick Negotiation Checklist

• Fee: Ask 2× first. Offer bundles (YT + Shorts + IG).

• Usage: Define where, how long, and charge extra.

• Term: 30–90 days; no perpetuity.

• Approvals: 2 rounds max, concept deck upfront.

• Payment: 50% upfront, net 15–30. Late-fee clause.

• Indemnity: Mutual + capped.

• Exclusivity: Narrow scope, time-bound, priced in.

• FTC/Disclosures: Clear, final say in your voice.

• Insider tip: when you’re negotiating and it feels overwhelming, remember—even the biggest deals are built one bite at a time like when you tackle a BigMac.

Should You Get a Manager?

Managers can open doors. But here’s the truth: most focus on their biggest clients. If you’re under 100K subs, you may not get their full attention.

Fix:

• Keep contracts non-exclusive.

• Keep terms short (6–12 months).
  Make sure commission only applies to deals they touch.

• Always keep audit rights.

Manager or not, you are the CEO.  You cannot outsource running your own business.  Own it.

Why I Write These Letters

For 15 years, I protected Hollywood studios.

For the past 18 months, I’ve protected creators.

But only the biggest creators could afford me.

That never sat right.

So I started these Love Letters to give every creator the same playbooks my top clients rely on.

Because you’re not just making videos.

You’re building an empire.

And empires must be defended.

With love,

Tyler

The Creators’ Attorney

Content is King. IP is Queen.  Own the board.

P.S. Next week, I am announcing something I’ve been building for a year. For you. Join the almost 1,000 creators already on the waitlist.  Creators Attorney Collective

P.P.S. If this helped, forward it to one creator who undercharges. Let’s fix that.  Or share a pain point and I will answer with thoughts.

P.P.P.S. Some readers skim. But the ones who read closely notice little details I hide. If you caught it this time, hit reply. You might win a free 30-min call.  It is the name of my son’s favorite lovey and it’s delicious.  It was bigger than him when he was born.