How Daily Content Creation Generated $2M in Racing Sponsorships (And Why Your Ego Is the Only Thing Stopping You)
Ten years ago, I made a decision that transformed my business: I committed to creating daily (well, almost daily) content—videos, podcasts, and LinkedIn articles. That single decision led to generating over $2 million in racing sponsorship sales in just six months as an independent contractor. Here's the full story, and why your biggest obstacle isn't what you think.
The Compound Effect of Daily Content
What started as simple daily videos evolved into an entire content ecosystem:
- Videos transformed into articles
- Articles became newsletter content
- Newsletter content turned into podcast scripts
- All of this eventually became a book (my most expensive business card ever, entitled Association Hustle)
The magic? Create once, distribute everywhere. Each piece of content builds on the last, creating a comprehensive library that works for you 24/7. This information became a catalog of marketing materials which could be sent to any interested prospect.
The Real Risk Isn't What You Think
When I started, I worried about all the wrong things:
- Looking bad on camera - I have a face for radio and voice not ready for broadcast.
- Sounding stupid - some days are better than others
- Running out of things to say - not when you are willing to share experiences
- Creating content nobody would watch - viewer engagement ebbs and flows, but if I can help one person it is worth the effort.
But here's the truth: The real risk wasn't to my business—it was to my ego.
To create authentic daily content, I needed to admit failures. I had to stop pretending every day was a home run. Because let's be honest—they're not. The moment I embraced imperfection and started sharing real experiences instead of trying to sound brilliant, everything changed.
Why Your Digital Footprint Matters More Than Your Pitch Deck
Here's what I've learned: By the time I speak to a prospect, they're often 75% of the way to making a decision. Why? Because they have often already:
- Watched content on the JP Moery Racing YouTube Channel
- Read my perspectives
- Assessed industry connections and organizations I've worked with
People make decisions based on affiliation and prestige. They want to see who you're connected with and what companies you work with. When potential customers start asking you to clarify points from your content, you're already winning.
The Low-Cost, High-Return Investment
Want to know the most surprising part? I spend less than $500 a year on content production. Yes, sometimes the production quality shows it. But here's what matters more than polish:
- Consistency
- Authenticity
- Vulnerability
- Real examples
- Actual experiences
The Action Plan
1. Start with 60-second videos about your daily experiences. Post in reels, shorts and on LinkedIn.
2. Transform those videos into LinkedIn articles by using the transcription function in Word.
3. Deploy across all social platforms good for business - LinkedIn being most important
5. Share real examples of successes AND struggles
6. Rinse and repeat.
The Bottom Line
Your biggest risks aren't:
- Production costs (they're minimal)
- Looking unprofessional (authenticity beats polish)
- Running out of topics (real experiences are endless)
Your biggest risk is letting your ego stop you from starting.
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Looking to grow your business through authentic content creation? Follow me here on LinkedIn and check out the Push to Pass podcast for more insights on business development and racing industry success.