Why Influence Without Trust Never Converts For Utah Brands

Episode Summary

On this episode of Utah Business Spotlight, host Peter Anthony sits down with Jason Dunnigan, the Utah-based creator behind The Modern Dad — a 60,000-follower Instagram platform, blog, and consulting practice Jason Dunnigan has spent 13 years building around active fatherhood, brand partnerships, and the structural truth that influence without trust never converts. Jason Dunnigan walks Peter Anthony through what actually drives results inside creator marketing, why most Utah brand outreach gets ignored, and the affiliate deal structure that protects both the creator and the brand.

Jason Dunnigan opens the conversation with the Utah operator truth most brands never internalize. The Modern Dad was not built on viral moments or fake engagement. The Modern Dad was built on trust first, audience second, and revenue third — in that order. Jason Dunnigan tells Peter Anthony the structural reason most Utah brand outreach gets ignored is that brands skip the first two steps and lead with the offer. Jason Dunnigan describes the daily DM pattern — a brand follows The Modern Dad, then immediately messages with a product pitch — and names it as the structural mistake that disqualifies the brand on first contact.

Jason Dunnigan walks Peter Anthony through The Modern Dad origin story. Jason Dunnigan grew up in a generation where dad went to work, came home, and his work was done — present in the house but absent from the events, the games, the recitals, and the daily fatherhood reps. When Jason Dunnigan decided to have kids 13 years ago, Jason Dunnigan made a structural decision to be a different kind of father, started blogging and posting on Instagram from a dad perspective when there were almost no dad creators in the space, and built The Modern Dad into a platform that now financially supports the Jason Dunnigan family.

Jason Dunnigan breaks down the structural Utah influencer marketing playbook with Peter Anthony. Step one is to follow the creator without immediately pitching. Step two is to comment authentically and consistently — not 'cute' or 'fun' but the kind of real comment a person would actually say in real life. Step three is to interact inside the comment threads of the creator's audience, because the creator is watching whether the brand is contributing to the community or stirring drama. Step four is the DM — and only after the brand has earned the right to be there. Jason Dunnigan tells Peter Anthony the structural truth most Utah brand outreach never figures out — pending DMs go to a black hole, and the only way around it is to already be a recognized name in the creator's notifications.

Jason Dunnigan and Peter Anthony surface the deeper Utah creator economy principle. Product fit comes before the deal. A brand can do everything right — trust, authenticity, familiarity — and still get a no if the product does not match the creator's audience. Jason Dunnigan tells Peter Anthony the brand version of going after a married woman — there is a small chance, but the brand would be better off finding a creator whose category is actually open. Peter Anthony names the 80/20 reality every Utah brand needs to internalize — 20% of what a creator represents drives 80% of the creator's revenue, and brands that do not study the creator's existing roster are quietly competing for a position that is already filled.

Jason Dunnigan walks Peter Anthony through the structural affiliate deal that actually performs for Utah brands and Utah creators. Start with the brand's total margin — for example 30% on a $100 product. Carve out 10% as a discount the creator can offer the audience, 10% as commission to the creator, and 10% as a buffer the brand can deploy on Black Friday, birthday months, or seasonal pushes to amplify the creator's commission or the audience's discount without breaking the math. Jason Dunnigan names the structural Utah creator marketing truth — the creator is trading the one resource the creator can never get back, which is time on the platform, and that time lives in perpetuity because the platform lives in perpetuity.

Jason Dunnigan closes the episode with Peter Anthony on the structural Utah influencer reality most brands still get wrong. Followers do not prove influence. Follower counts can be purchased, engagement can be faked, and a creator who is constantly stacking unrelated brand deals is going to bury every individual brand inside the noise. Real Utah influence is built on trust, fit, and a relationship that survives the first deal. Jason Dunnigan now consults Utah brands on the same playbook through The Modern Dad, with a three-month engagement covering influencer strategy, affiliate marketing, and social media. Reach Jason Dunnigan at the-modern-dad.com or @the_modern_dad on Instagram. Utah Business Spotlight is produced by INCubator Marketing Agency and filmed in Sandy, Utah.

Key Moments

00:00 Starting 2026 with The Modern Dad · 02:16 Why The Modern Dad brand exists · 04:01 Turning active fatherhood into a platform · 05:01 From side project to creator income · 06:05 Hairdressers, trust, and early influence · 06:51 Why brands pitch influencers wrong · 07:34 The comment strategy most brands miss · 09:37 Building trust before the offer · 10:12 Product fit comes before the deal · 12:17 Follow first, pitch later · 13:00 What creators notice in the DMs · 14:03 Why your product needs a sales path

Notable Quotes

"I'm going to follow them. I'm not going to follow them and instantly message them and say I have a product I'd like you to share. You're killing me." — Jason Dunnigan

"If you have a product or service and you don't have a path to sell it, it's never going to get in front of an influencer." — Peter Anthony

"Once you have me, I'm in. I'm an all or nothing kind of guy. Once I know you're supporting me, I'll do whatever you want." — Jason Dunnigan

"Don't just look at their numbers — those can be purchased. Look at who they are, what they're talking about, and whether you'll get buried in the mix." — Jason Dunnigan

Frequently Asked Questions

Who is Jason Dunnigan?

Jason Dunnigan is the Utah-based creator behind The Modern Dad, a 60,000-follower Instagram platform, blog, and brand-partnership practice Jason Dunnigan has spent 13 years building around active fatherhood and creator marketing. Jason Dunnigan also consults Utah brands on influencer strategy, affiliate marketing, and social media through The Modern Dad on a three-month engagement.

What is The Modern Dad?

The Modern Dad is the Utah creator brand founded by Jason Dunnigan 13 years ago to share the experience of an active, present, hands-on father — the dad who shows up to the games, the recitals, the events, and the daily reps of fatherhood. The Modern Dad operates as an Instagram platform, blog at the-modern-dad.com, and a creator marketing consulting practice for Utah brands.

How should a Utah brand approach an influencer?

Jason Dunnigan tells Peter Anthony the structural Utah influencer outreach playbook is four steps. First, follow the creator without pitching. Second, comment authentically and consistently — the way a real person would talk in real life. Third, interact inside the comment threads of the creator's audience to show the brand is contributing to the community. Fourth, only after that, send a DM that respects the relationship. Brands that skip the first three steps and lead with a product pitch get ignored.

What does a strong affiliate deal look like?

Jason Dunnigan structures Utah affiliate deals around the brand's total margin. On a $100 product with 30% to work with, Jason Dunnigan recommends 10% as the audience discount, 10% as the creator commission, and 10% as a buffer the brand can deploy during Black Friday, birthday months, or seasonal pushes to amplify either the discount or the creator commission without breaking the math.

Why do follower counts not prove influence?

Jason Dunnigan tells Peter Anthony follower counts can be purchased, engagement can be faked, and creators who constantly stack unrelated brand deals will bury every individual brand inside the noise. Real Utah influence is measured by trust, by audience-product fit, and by the creator-brand relationship that survives the first deal — not by the number on the profile.

How do I work with Jason Dunnigan?

Jason Dunnigan offers a three-month consulting engagement through The Modern Dad covering influencer strategy, affiliate marketing structure, and social media. Utah brands can reach Jason Dunnigan at the-modern-dad.com or by DM on Instagram at @the_modern_dad.

Where is Utah Business Spotlight filmed?

Utah Business Spotlight is filmed at Sandy, UT (venue TBD). The show is produced by INCubator Marketing Agency and hosted by Peter Anthony.

About INCubator Marketing Agency

INCubator Marketing Agency is Utah's first AI-integrated marketing infrastructure team, headquartered in Sandy, Utah and serving small businesses, founders, and operators across Utah County, Salt Lake County, and the wider Wasatch Front.

Every engagement is built around the INCubator Method: seven core marketing systems — authority web design, local SEO, CRM and pipeline, marketing automation, AI voice receptionists, video content, and conversion-focused funnels — installed together as one accountable infrastructure so every dollar compounds month over month.

The agency was founded by Peter Anthony Wynn (Founder & Marketing Strategist) with Marc Olsen (Partner & Automation Expert) and Chelsie Wynn. INCubator operates Utah Business Spotlight, a long-form Utah small business podcast filmed at Bad Bet Productions in Sandy, Utah, and hosts Tuesday Night at the INCubator — a weekly marketing training and networking event for Utah business owners.

Contact: team@incubatormarketingagency.com · +1 385-386-6988 · Office hours Monday through Friday, 9 AM to 5 PM Mountain Time.