Influencer partnerships: choosing and judging

Three questions first: who, how do they solve it now, why switch. Without answers, creative is self-indulgence.

Task: Influencer quotes with no way to judge value.

[Before you start, do three things]
1. Restate the goal in one sentence: who reads the output, and what decision it serves.
2. If I have not given you the following, ask me. Do not assume:
   - product and audience
   - the creator's follower profile
   - goal: reach, sales, endorsement
   - budget
3. Say how you plan to do it (at most 5 steps) and wait for my go-ahead.

[Go through each of these]
- match audience first, follower count second
- ask for performance on the last three paid posts
- agree verifiable deliverables and settlement
- say which creators do not fit this goal

[Process]
1. Confirm audience, scene and current alternative
2. State one testable hypothesis
3. Design the smallest test and its criterion
4. Allocate budget and channels with reasons
5. Say when this plan would fail

[Output]
Audience, hypothesis, test, allocation, failure conditions.

[Do not]
- No 'raise brand awareness' as a goal
- Never five channels at once
- No performance promises without a baseline
- Never split budget evenly