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Marketing · Step

Creator rates

Prices a creator you've vetted.

What it does

One step of the Work with creators playbook. Goose runs it when you ask for the playbook. You can also ask for it on its own.

The skill file

What your AI app reads when it runs this skill.

rate-and-deal

Reads: verdicts; goal; budget; product unit cost / margin / AOV and any repeat-purchase data from the brain (or the human's answers); past quoted rates (roster, brain learnings); the creator's public media kit or advertise page if found; ../work-with-creators/references/pricing-and-deals.md.

Does, per creator:

  1. Base by role: reach/affiliate = median organic views ÷ 1,000 × the platform's CPM band (sponsored median if it is much lower); UGC-for-ads = per asset, with usage as the core fee; LinkedIn = per-post flat-fee band; newsletter/podcast = their published rate, or a conditional range pending the media kit.
  2. Apply modifiers that apply (niche, geography, bundle, rush) → floor / target.
  3. Price the rights ask separately: organic repost, paid usage / whitelisting term, exclusivity (UGC-for-ads: the per-asset fee includes 30-day usage; longer terms priced with the modifiers).
  4. Walk-away ceiling from the goal (reference §6) — sales: organic first order, plus the rights-amplified value = (target CAC − expected CPA on the asset) × expected conversions (planned media ÷ expected CPA), both assumptions labelled; the two add when the deal buys both the post and the usage; awareness: ~2× the brand's paid-social CPM; content: the brand's cost per tested creative, else "no independent ceiling"; B2B: target cost per demo and contract value (asked, never defaulted; missing → "walk-away: not set" and the smallest test); apps: target cost per install or trial.
  5. Real evidence beats benchmark: past quoted rates, the creator's media kit. Above ~1.5× benchmark → flag with reason.
  6. Deal structure with the reason (gift-first / paid / affiliate / hybrid / UGC per-asset). Target above walk-away → change the structure or cut.
  7. One line of math with every input marked "brand number" or "placeholder".

Writes: price_floor, price_target, walk_away, rights_addon, deal_structure, deal_reason, price_math, real_rate_evidence.

Rules: in the free draft, price from public numbers and bands and mark the walk-away "rough — needs your budget and unit cost" instead of asking first; no unit cost or margin (DTC/CPG gifts) → never assume a number; apps are never asked for unit cost. Dollar figures are the human's deal money — never credits. Never present a single number as "the rate". Prices are recommendations; nothing is offered or agreed.