8 Mistakes Creators Make When Securing Brand Deals (and What to Do Instead)

Here are eight of the most common mistakes creators make when securing brand deals, and what to do instead.

Prefer to watch? Here’s the video version (4.5 min):

The 8 brand deal mistakes at a glance

#	Mistake	Do this instead
1	Replying too slowly	Reply within one to two hours
2	Not following up	Check in every 3–4 business days
3	Too many options or questions	Max 3 ideas, max 3 rate options, one question at a time
4	Unprofessional emails	Check format, spelling, tone, and length (AI can help)
5	Pricing too high	Offer two packages: one lower, one higher
6	Accepting gifted collabs without asking	Ask if there’s budget first
7	No clear next step	End every email with a specific next action
8	Treating it as a transaction	Build a long-term relationship

1. Replying too slowly

Brand deals are lost when they take too long to close. The faster you reply and get a brand committed, the more likely the deal goes through. Many creators take far too long to respond when a brand asks for follow-up information like rates, content ideas, or next steps. Aim to reply within one to two hours.

2. Not following up enough

Sometimes you answer a brand’s question (your rate card, your content ideas) and the brand goes quiet. That doesn’t mean give up. It means double down and send more follow-ups. A brand that replied to your pitch is a warm lead, and if you’re not checking in, you’re leaving that opportunity on the table.

Our general recommendation: check back in every three to four business days after your last email. Make each follow-up add something new, the same way you would in your first pitch.

3. Overloading the brand with options or questions

When a brand sees a wall of text, the easy reaction is “I’ll get back to this later.” Simplify your emails so they’re easy to read and reply to.

• Asked for content ideas? Three, maximum.
• Asked for your rates? Three options, maximum.
• Have a lot of questions? Ask one at a time. Five questions in one email makes getting ghosted more likely.

4. Not being professional

Come across like a business professional. Double-check your formatting, spelling, how courteous you sound, and the length of your email. This is a great place to use AI: run your draft through an AI assistant, ask “Does this sound like a professional email?”, and improve it.

5. Pricing too high (and getting ghosted)

If a price is way too high, it’s very common for a brand to simply not reply. If you don’t know what a brand is willing to pay, hedge your bets with two options:

• Option A: a lower rate for a much smaller deliverable.
• Option B: a bigger package at a higher rate.

If the brand has room in its budget, it can choose the bigger package. If it had a tiny budget from the start, you’ve still given it an option and shown you’re willing to work with it. For more on setting rates, see 3 negotiation tips every creator needs and are brands paying you fairly?

6. Accepting a gifted collab without asking about budget

Many brands first check whether you’ll do a gifted or barter collaboration. A lot of creators never go back and ask whether there’s a budget, and they lose paid opportunities because of it.

A simple line to use:

“I’m trying to prioritize paid partnerships right now. Do you have any budget?”

That’s it. If the answer is no, you can still accept the gifted collab afterward. You only lose opportunities if you don’t ask.

7. Not having a clear next step

Just like a pitch email needs a clear call to action, every message you send a brand should have a clear next step. For example:

• Can I send over the contract?
• Can I send over my shipping address?
• Can you confirm the deadline for this?
• Can I send over a script?
• Can I send you a few more content ideas?
• Can I get approval on this video?

Each of these moves the deal forward. Don’t wait for the brand to ask. Take the proactive approach.

8. Treating it as a transaction instead of a relationship

There’s a human on the other end of every email. Treat them like someone you want a long-term relationship with, not a one-off transaction. That shows up in the small things:

• replying to a brand even when they say they’re full right now,
• being courteous and friendly,
• answering quickly,
• going above and beyond on your deliverables,
• checking in even after the partnership is done.

Remember, you’re playing the long game. Here’s how to turn a one-off collab into a long-term partnership.

Close more of the deals you start

Still need more brands replying in the first place? Start with how to find the right brands to pitch. Bento helps you find brands, write the pitch, and follow up on time. Start landing deals with Bento →

Frequently asked questions

How fast should I reply to a brand?

Aim for within one to two hours. Deals are lost when they take too long to close, so the faster you reply with rates, ideas, or next steps, the more likely the deal goes through.

How often should I follow up with a brand that went quiet?

Every three to four business days after your last email. A brand that has already replied to your pitch is a warm lead, so keep checking in rather than giving up.

What should I say when a brand offers a gifted collab?

Ask about budget first: "I'm trying to prioritize paid partnerships right now. Do you have any budget?" If they say no, you can still accept the gifted collab afterward.

How do I price a brand deal when I don't know the brand's budget?

Offer two options: a lower rate for a much smaller deliverable, and a larger package at a higher rate. Brands with room in their budget can choose the bigger package, and brands with a small budget still have a way to say yes.

How many options should I give a brand?

No more than three content ideas or three rate options, and ask one question at a time. Long emails with lots of choices are easy to put off and more likely to get ghosted.

Why do brands ghost creators after replying?

Common causes are slow replies, too many questions or options in one email, unprofessional emails, prices that are far too high, and no clear next step at the end of the message.