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Marketing School

How you should price yourself as an operator-creator

28 min episode · 2 min read
·

Episode

28 min

Read time

2 min

Topics

Career Growth, Productivity, Sales & Revenue

AI-Generated Summary

Key Takeaways

  • Revenue-based pricing tiers: Charge $3,000 per post under $1M revenue, $5,000-$10,000 at $1M-$5M revenue, $10,000-$25,000 at $5M-$10M revenue, and $25,000+ above $10M revenue to reflect opportunity cost of time away from core business operations.
  • Selective deal criteria: Only accept influencer deals from current clients or prospective clients where the company itself reaches out directly, not through agencies. This approach maintains focus on business development rather than pure content monetization opportunities.
  • Content authenticity over virality: Avoid creating sensational content for views that attracts wrong audience. Track engagement quality by analyzing commenter job titles and company sizes on LinkedIn to ensure content reaches ideal customers, not just learners or small businesses.
  • Data fluency priority: Look beyond surface metrics like views and likes to examine hours watched, commenter demographics, and company profiles. Content with lower engagement from enterprise decision-makers often drives more revenue than viral content attracting freelancers and students.

What It Covers

Neil Patel and Eric Siu discuss pricing strategies for operator-creators who run businesses while creating content, recommending rates from $3,000 to $25,000+ per post based on annual revenue tiers and business priorities.

Key Questions Answered

  • Revenue-based pricing tiers: Charge $3,000 per post under $1M revenue, $5,000-$10,000 at $1M-$5M revenue, $10,000-$25,000 at $5M-$10M revenue, and $25,000+ above $10M revenue to reflect opportunity cost of time away from core business operations.
  • Selective deal criteria: Only accept influencer deals from current clients or prospective clients where the company itself reaches out directly, not through agencies. This approach maintains focus on business development rather than pure content monetization opportunities.
  • Content authenticity over virality: Avoid creating sensational content for views that attracts wrong audience. Track engagement quality by analyzing commenter job titles and company sizes on LinkedIn to ensure content reaches ideal customers, not just learners or small businesses.
  • Data fluency priority: Look beyond surface metrics like views and likes to examine hours watched, commenter demographics, and company profiles. Content with lower engagement from enterprise decision-makers often drives more revenue than viral content attracting freelancers and students.

Notable Moment

One host analyzed YouTube comments by cross-referencing viewer LinkedIn profiles, discovering high watch-time content attracted small business owners and marketing students rather than enterprise clients, proving engagement metrics alone mislead content strategy decisions.

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Episode Transcript

And I have been talking about how we've been taking more influencer deals. And so I was just thinking about how you should price yourself as a creator operator or operator creator. So how you should price yourself as an operator creator. And what I mean by this is if you own a business and you're you also happen to be a content creator. And so Neil owns a business. I own a business. I see us I see ourselves as kinda secondary content creators. Would you agree with that? Yes. Okay. So I believe that most creator, operators are they're underpricing themselves. I think that if you're making less than a million dollars a year, ideally, you're not doing any of these deals at all where people are offering you to do a post. But if you're gonna take one, maybe you're charging $3,000, okay, if you're under a million. If you're doing a million to 5,000,000 a year, maybe you're charging 5 to $10. If you're doing 5 to 10,000,000 a year, you're charging 10 to $25. If you're making 10,000,000 plus a year, charge $25. And what I mean by this is per post. Okay? So someone might ask Neil, do a video. Okay. View video's gonna be $25. You want me to do a LinkedIn post? Okay. $25. In some cases, you know, it it it will be even more than that. Right? But, most of the time right now when people are messaging me, I don't know how it is for you, Neil. I just say, you know, I always say it it starts at $25. Okay? And I would say maybe 25 to 30% of people say, okay. Let's talk. But the rest of them are like they're like, oh, we can't afford it. Right? And that's good. This is a good thing because the opportunity of costs of the opportunity cost of being taken away from running your business is actually worth more than the $25 or whatever that you're being paid. And so, you know, I remember the other day, someone someone sent us a message and they're like, oh, but you only get x amount of views. It was very disrespectful. Right? I'm like, yeah. That's why I charge, you know, $25 plus because I'd have to deal with people like you. And so I'm just saying that you have to have some standards when you're going to when someone reaches out to you because I think more and more of these b two b creator operator operator creator type deals are gonna pop up. And the vast majority of time, I don't know about you, Neil, but I get irritated having to make them. So yeah. Yes. It's not for me, it's not fun. But you may be like, alright. That's cool. And the other problem too as Neil looks at his phone so the other problem I'll tell you is is, one, you don't wanna do it. Okay. You …

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