How to reply to a brand email (three templates that get a number)
Brand emails arrive in three shapes: vague ('we'd love to collaborate'), low ('our budget is $300 for a Reel with usage'), and good. Each one gets a different reply, and each reply is short. The goal of the first email is not to close the deal. It is to get the scope and the budget in writing.
The vague inquiry
They said 'collaborate' and nothing else. Do not send rates. Ask five questions in one paragraph, then stop.
- Hi Dana, thanks for reaching out, I like what you are doing with the refill line. To put together the right proposal, could you tell me: which platforms and how many posts, whether you need paid usage or whitelisting and for how long, any exclusivity, the timeline, and the budget range you are working with? With that I can send options by end of week. Best, Maya
The lowball
The number is a third of your rate. Do not argue about the number. Show them what their number buys and what the full scope costs.
- Hi Dana, thank you for the details. For one Reel with 6 months of paid usage and 3 months of exclusivity, my rate is $3,600, broken down below so you can see where it goes. If $1,200 is the ceiling, I can do one Reel with organic usage only and no exclusivity at $1,300. Happy to do either. [the line items] Best, Maya
Two things happen when you do this: the brand either finds more budget, because now it has a reason to ask for it, or it takes the smaller scope. Either way your rate did not move.
The good offer
They named a fair number. Say yes fast and lock the details that go wrong later.
- Hi Dana, that works, happy to do this. Three things to confirm before the agreement: usage is 3 months on Brand's own Instagram and TikTok, exclusivity is 30 days from the post date and covers [named competitors] only, and payment is 50% on signature and 50% on delivery, Net 15. If that matches what you have, send the agreement over and I will turn it around this week. Best, Maya
The rule under all three
Every reply names the scope, names the number, and asks one question. Never send a rate without the scope it is attached to. Never send a scope without a number. And never write more than the brand did.
Replies already drafted, in your voice
In Creator OS, every brand email lands with the scope pulled out, your number worked out, and the reply written the way you write. Open the demo and click a brand ask.
Replies already drafted, in your voiceKeep reading
Written by Austin Bailey, RostrLab. Numbers are the same formula as the calculators on this site and inside Creator OS and Company OS. Not legal advice; for a contract that matters, have a lawyer read it too.