This $20 Read Just Validated My Entire Podcast Partnership Strategy.
A few weeks ago, I took a quick trip and packed light—but made room for one book: Sponsor Magnet by Justin Moore.
I’d heard Justin’s name in the sponsorship world for a while. But it wasn’t until I sat down with his book that I felt like everything we’ve been building over the last five years was being echoed—validated even—by someone who truly gets what it takes to move the needle without the fluff.
And let me tell you: it’s funny AF. That tone? Exactly the kind of energy this space needs.
Even as someone who teaches podcasters how to land brand partnerships, I know you never stop learning. Not by scrolling LinkedIn. I mean real learning—the kind that comes from someone sharing the good, the bad, the uncomfortable, and the tested.
And Sponsor Magnet delivers.
This wasn’t a skim read. I dog-eared pages, scribbled notes, and paused to message a client mid-flight: “You need to read this.”
But here’s where it gets interesting:
Justin uses “sponsorship” and “partnership” interchangeably. I get why—SEO, mainstream lingo, general understanding.
But at Podcast Expert Lab, we make a clear distinction. And that difference matters more than most podcasters realize.
Sponsorships vs Partnerships: Why Language Matters
The language you use shapes how you pitch. And how you pitch shapes what you get back.
Most creators think they’re pursuing a “sponsorship” when what they really want (and what works long-term) is a partnership.
Here’s how we define the difference:
Sponsorships: Transactional, short-term, often ad-based. Think: a brand pays to have an episode shout-out or a brief promo slot.
Partnerships: Strategic, relationship-based, and long-term. They require more thought, more alignment, and—yes—a little more work up front. But they grow with your podcast and deliver deeper value over time.
The work part is often where people get stuck.
Because partnerships aren’t “plug and play.” They’re not a $10k brand drop that shows up in your inbox just because your show is clever.
They require thought.
They require positioning.
And above all, they require trust.
But when done right, partnerships improve your podcast. They force you to know your audience better. They make your content stronger. They create community.
They’re worth it.
What Podcasters Get Wrong About Partnerships
When someone says, “I just need a brand to sponsor me,” I immediately know we’re at square one.
It’s a mindset thing.
The difference between “sponsor me” and “let’s explore a partnership” is night and day—and it tells me whether that podcaster is ready to move forward… or not.
The biggest misconceptions?
Thinking partnerships are quick wins. They're not. They’re relationship builders. If your podcast is a side hustle you’re not invested in, brands can smell that a mile away.
Chasing dollars over alignment. The best first partnerships often don’t involve cash. Instead, they involve access—like partnering with a brand that promotes your show to their email list in exchange for content. That grows your audience and your authority.
Assuming downloads are the only thing that matters. They’re not. Brands care about engagement, trust, and access. A highly engaged niche audience beats a broad passive one every time.
Why Justin’s Book Still Resonates
Even though he leans into the “sponsorship” term, what Justin outlines is methodical, strategic, and actually helpful.
He reminds creators that:
Every pitch starts a relationship.
Metrics that matter aren’t always flashy—but they are honest.
Your tone and clarity matter. Be human. Be valuable. Be memorable.
It reminded me why we build partnerships the way we do.
If You’re Ready to Shift Gears…
Here’s what I want you to take away:
WHAT to do: Learn the difference between sponsorships and partnerships. It’s not just semantics—it’s strategy.
WHEN to do it: Before you start pitching. Before you build your media kit or pitch deck (which when you work with is you'll realize you need none of these). Before you write your first outreach line.
WHY to do it: Because hope isn’t a strategy. Alignment is.
One Last Thing…
If you’re a podcaster looking to monetize your work, Sponsor Magnet is a damn good place to start.
And if you’re ready to go deeper—and want a long-term, strategic approach tailored to your show—we're here for that.
We’ve helped creators:
Map their audience 360°
Craft brand-aligned offers
Secure multi-touch partnerships that grow their authority (and audience)
One client recently went from fit call to full roadmap in a week—and is already pitching.
So maybe your move today isn’t just to read a book. Maybe it’s to start acting on what you already know.
📩 Book a fit call. Let’s see if your show’s ready—and what it’ll take to get it there.
