When a brand comes in below your rate, the hardest part is often finding the right words to say. Yes, you need a strategy, and yes, the math needs to work out in your favor. But sometimes, you just need to know what to actually write back.
This template handles that. It's firm, professional, and doesn't apologize for your rate.
The Template
Copy this and fill in the bracketed fields:
Hi [Name],
Thank you for reaching out — I've been following [Brand Name]'s work and I'm genuinely excited about the potential here.
Based on the deliverables in your brief — [list deliverables, e.g., "2 Instagram Reels and 1 Story Set with 30-day exclusivity"] — my rate for this campaign is [your rate].
This reflects [name your highest-value line item, e.g., "the 30-day exclusivity and usage rights you've requested"], which I price as a separate line item given the extended value it provides to your brand.
I'm happy to move forward at this rate. If budget is a constraint, I'm open to [optional concession — e.g., "adjusting the exclusivity window" or "reducing to one deliverable"] as an alternative scope.
Looking forward to working together,
[Your name]
Short. Direct. The rate is stated once and grounded in the deliverables. It is not floated as a negotiating position.
And of course, feel free to adjust the tone to fit your voice. If you use exclamation points and emojis, feel free to. But generally speaking, a professional tone carries weight.
How to Fill In the Numbers
The copy won't save you if the number is wrong. Before you send anything, you need three figures:
Your base rate — what you charge for each deliverable. This is the floor. It shouldn't move.
Add-on fees — usage rights, exclusivity, rush delivery, link in bio. These are the line items that typically add 50–150% to a deal's total value, and the ones most creators forget to include. When a brand asks for "the right to repurpose the content" or "30 days of exclusivity," those are separate charges — not implied in the content fee.
Your counter — if the brand's offer is below your rate, this is your opening counter, not your final number. It should be high enough to leave room to move, but grounded in your actual deliverable value.
Why Each Part Works
"I've been following [Brand Name]'s work" — brief and genuine. One sentence. Brands notice when it's filler and when it isn't. You can tweak this for personalization if you'd like.
Listing the deliverables explicitly — anchors your rate to something specific. When a brand reads back the exact brief they sent you, they can't argue with what's included. A rate without deliverables feels arbitrary; a rate attached to specific scope feels earned.
Naming the highest-value line item — this is the anchor. If usage rights or exclusivity are in the deal, name them. Brands are sometimes hoping creators won't notice what those rights actually mean for their budget. Naming it signals you did the math.
The optional concession — offering to adjust scope (not price) protects your base rate. You're removing something from the deal, not discounting the content you're already creating. This is the distinction that separates negotiation from caving.
When to Go Harder
If the brand came in at 50% of your rate or less, drop the optional concession line entirely:
Hi [Name], thank you for reaching out. Based on the deliverables in your brief — [list] — my rate for this campaign is [rate]. Happy to connect if that works for your budget.
Shorter. Still warm. No apology, no alternatives offered. When a brand is that far below your rate, opening with a concession tells them the real number is somewhere in the middle. It isn't.
The goal of a counter-offer email isn't to convince a brand to pay more than they were planning. It's to state your rate clearly enough that they either accept it — or tell you what they can actually do. Both outcomes are useful.
For the math behind what counter to propose in the first place, see How to Respond When a Brand Lowballs You →
Frequently Asked Questions
What should a brand deal negotiation email include? A strong brand deal negotiation email should name the deliverables explicitly, state your rate clearly and once, reference your highest-value line item (usage rights, exclusivity, or rush timeline if applicable), and offer a scope adjustment — not a price discount — as your only concession option. The rate should read as a logical conclusion based on what the brand asked for, not a number you floated hoping they accept it.
Should I apologize for my rate in a negotiation email? Never. Apologizing for your rate signals uncertainty, and brands use that signal. You are pricing professional services — that rate reflects your time, creativity, and the specific rights the brand is requesting. State it once, tie it to specific deliverables, and let the brand tell you what works for their budget. "My rate for this campaign is $X" is a complete sentence.
What is the difference between adjusting scope vs. dropping your price in a negotiation? Adjusting scope means removing something from the deal — a shorter usage rights window, one fewer deliverable, a narrower exclusivity clause — in exchange for a lower total. Dropping your price means discounting the content fee without removing any value. Always adjust scope first. Your base content fee is the floor, and negotiating against it signals that it was not your real number to begin with.
When should I send a shorter counter-offer email vs. a longer one? Send the shorter version when a brand is more than 50% below your rate. At that distance, offering alternatives suggests your real number is somewhere between their offer and yours — which is not the message you want to send. State your rate. End the email. If they come back, you will have a real conversation then. The longer version with scope alternatives is for brands who are 20–50% below your rate — there is room to work, and the alternatives give them something to respond to.
How quickly should I reply to a brand's counter-offer email? Within 24–48 hours. Faster than that can signal anxiety; much slower can signal disinterest or disorganization. A confident reply that arrives the next business day reads as professional. Before you write a single word, calculate your counter using the math in your full rate breakdown — reply from a position of clarity, not speed.