How Dale Roberts Built a Six-Figure Sponsorship Empire from His Self-Publishing Channel
When Dale L. Roberts published his first book in 2014, it earned him just over twenty dollars. Today, he's an internationally bestselling indie author with two thriving YouTube channels and over 113,000 combined subscribers. But his biggest transformation wasn't just in audience size—it was in how he turned sponsorships from a mere 10% of his income into a cornerstone of his business strategy.
From Solo Creator to Strategic Partner
"My business is like a living, breathing thing that needs regular care," Dale explains from his home office, where he single-handedly manages everything from writing books to cutting sponsorship deals. Like many creators, he started with the classic revenue model: book royalties and YouTube ad revenue. But he knew diversification was key to long-term success.
His journey into sponsorships began almost by accident. During a casual conversation, a company executive asked him a simple question: "How much are your sponsorships?" That question opened a door Dale hadn't even known existed.
"I initially dismissed sponsorships," Dale admits. "I thought my following was too small." But he soon had a revelation that would transform his business: sponsors cared more about who he was reaching rather than just how many. That insight became the foundation of his future success.
The Turning Point: Meeting Creator Wizard
Despite having some sponsorship success, Dale knew something was missing. His approach was scattered, based mostly on trial and error. That's when Creator Wizard's content started appearing in his feed.
"I recognized Justin's face immediately," Dale recalls. "We had a mutual friend in Nick Nimmin." But it wasn't their connection that convinced Dale to take the leap—it was the practical value in Justin's content.
The decision to work with Justin wasn't easy. "I didn't like having somebody look at my proposals and judge me in that capacity," Dale admits. But that vulnerability proved crucial to his growth.
"Justin was like, give them the actual case studies, the things that are converting," Dale explains. "Whether it's good or bad, it is something. Because a lot of them don't care about follower counts—they care about results."
The Transformation
In August 2022, Dale had his first one-on-one consultation with Justin. It was a pivotal moment that exposed the fundamental flaws in his approach. His proposals were impressive but focused on the wrong metrics—views and watch time instead of concrete impact and conversion data.
"Justin was like, give them the actual case studies, the things that are converting," Dale explains. "Whether it's good or bad, it is something. Because a lot of them don't care about follower counts—they care about results."
The results of implementing Justin's guidance were dramatic:
Sponsorship revenue increased by 150%
Close rate jumped from 50% to 66%
Rates increased by 50%
Workload reduced by 75%
Sponsorships grew from 10% to 25% of total revenue
Beyond the Numbers: Building Long-Term Partnerships
Perhaps the most significant change was in how Dale approached relationships with sponsors. He moved from chasing one-off deals to building long-term partnerships, some lasting over two years.
"When you build a relationship with someone or a brand, it's great to have that as a long-term relationship," Dale says. "Instead of cold prospecting, I can return to the same company, and we can have a meaningful conversation."
This shift in mindset led to an innovative approach to his book publishing. Dale secured sponsors for an entire eight-book series, bringing in five-figure deals before the books were even written. "When you add sponsorships to your books, you open up a ton of possibilities," he explains. "You can get paid upfront to cover things like book cover design, editing, formatting, marketing, and promotion."
"You can get paid upfront to cover things like book cover design, editing, formatting, marketing, and promotion."
Dale's Top Tips for Creator Success
Listen and Learn Don't let ego get in the way of growth. Be ready to absorb new information and strategies, even if they challenge your current approach.
Know Your True Value Understanding and confidently communicating your worth is crucial. "You really can't put a price on confidence," Dale emphasizes. "When you take on the role of the go-to person, you have to feel it deep down."
Learn from Rejection Every "no" is an opportunity to refine your approach. Dale used rejection as feedback to strengthen his proposals and better understand what sponsors truly needed.
Focus on Quality Over Quantity Dale's most powerful move was learning to say no. He even walked away from a five-figure deal with a publicly traded company because it didn't align with his value proposition.
The Power of Strategic Partnership
Dale's story proves that success in the creator economy isn't just about follower counts—it's about strategic thinking and delivering real value to partners. "You don't need to be a viral TikTok star to get sponsorships," he emphasizes. What you need is the right audience, the right approach, and the willingness to learn from those who've blazed the trail before you.
Through his partnership with Creator Wizard, Dale transformed from a solo creator trying to do it all into a confident business owner with a predictable, sustainable revenue stream. His journey shows that with the right guidance and mindset, any creator can build a thriving sponsorship business.
Want to learn more about building sustainable, value-driven partnerships like Dale? Check out Justin's latest book, Sponsor Magnet, which includes 15 negotiation scripts to help you land better deals with sponsors.
"You don't need to be a viral TikTok star to get sponsorships," he emphasizes. What you need is the right audience, the right approach, and the willingness to learn from those who've blazed the trail before you.
Learn more about how Creator Wizard can help you here.