I don’t hate affiliate marketing.
And I selectively employ it as one of many “media choices” available to us as marketers.
I even teach it inside my Titans Xcelerator Mastermind…but only from the best experts…because I believe when affiliate marketing is used for evil (and it can be)…or it is taught by charlatans (which it often is)…I do absolutely hate it (like many other forms of marketing when they go “south”). 🙁
I have laid out my philosophy in the past…unpopular with the “all affiliate/all the time crowd” (many of whom see it as “free media” …which it is not).
And when anyone relies on it as their only medium of choice, forgetting about diversification, they are in the same predicament as any marketer who violates the mantra, “the most dangerous number in business is ONE.”
But that is not to say I don’t use it as one medium of many.
Here is my take on it in a nutshell:
My paradox is that affiliate commissions are generally not part of my revenue stream…although I profit from affiliate marketing on a regular basis.
And that “profit” has little to do with “cash.”
Not because I don’t like making money…but because I am more concerned with congruency over currency.
Don’t listen to me…but listen to one of my sages, Sean Stephenson (who happened to pop up in my Inbox today with this gem):
“Be congruent. Nothing sells ideas, products, and missions better.“
– Sean Stephenson #Sean365
It’s my online family…and it’s my choice…and I know I leave money on the table every time I send this blog post on Sunday morning.
But I am Brian Kurtz, and I approve this message. 🙂
I am committed to direct response education—first and foremost—and when I find an offer (either my own or from someone else committed to education), I will promote it…but only if I can create an exclusive discount, especially from the “outside affiliates” I approve.
And my first move is to get that outside affiliate (who qualifies) to extend my affiliate commission, assuming 50% of the purchase price—as a 50% discount to my online family.
I forfeit my commission to create a unique opportunity for my community.
Some don’t like that (they say, it cheapens their product …or they have other reasons not to agree to my terms) …which is fine…to each his/her own.
All affiliates are not created equal.
But I always favor missionaries over mercenaries.
I encourage you to create your own affiliate strategy that is congruent with you, your brand and your mission (reread Sean above) …and to stay consistent…to avoid this cautionary tale (which I have shared with you in the past…and it’s a useful tangent today):
An email marketer in the “personal development space” had a devout following…sending out a daily email with his lesson/thought for the day.
A little woo-woo…but meaningful to everyone who read it.
He was aware that his audience was generally not wealthy…so he created and approved affiliate offers suited to his online family that were consistent with that (i.e. lower priced) …and consistent with his subject matter.
Things like yoga, meditation, breathing exercises (and related products and services) …which helped him support his mission…while helping his audience at the same time.
However, one day he was approached by someone with an offer for a real estate investing course…basically a hands-on system to flip houses for fun and profit.
He justified the offer thinking it would appeal to his online family’s need to have a side hustle to make money…not totally off base…but the fact that it could be perceived as “off topic” escaped him…plus the offer had a price tag that was the highest he had ever had for an affiliate offer (making the 50% commission a potential windfall)…which made it a “yes” for him.
What could go wrong?
Well, he not only received nasty emails from hundreds of his loyal subscribers, emailing him with some version of “WTF?” …which then translated into many more (as I recall a few thousand) unsubscribes…from a small and previously mighty online family.
This may be an exception…but it’s a reminder to think carefully, in terms of being congruent and consistent, with everything you put in front of your most loyal and supportive people.
Another angle on taking care of your best customers is when you ask them to sell something for you (as an affiliate):
One trend I’ve seen in the affiliate world over the past 5+ years or so is the relative demise of the “professional affiliate” (e.g. a marketer who never meets an offer they don’t want to promote with very little filtering), usually folks with huge lists (rather than smaller online families) …and folks who see their list as a profit center first and foremost.
Ain’t nothing wrong with that.
Although be careful here in terms of congruency…an inappropriate affiliate “selling on your behalf” might make you some money…but at what cost to your reputation?
Are they aligned with you and your values?
That’s the key question to ask should you embark on an affiliate venture with anyone.
The marketers I’ve been hanging around with who cater to smaller, vertical niches and who create launches with the highest success rate (and integrity), are finding their best affiliate partners inside their online families (i.e, their best customers, those they have the deepest relationship with and usually with small but mighty lists).
Quality over quantity.
And they have built-in success stories to tell as satisfied customers.
Small and mighty (“families”) are beating large and diversified (“lists”) on many launches.
In fact, one phenomenal online marketer did a post-mortem/debrief on one of his multi-million dollar launches in a high-level mastermind where I am privileged to be a member.
He talked about a transformation of his “Top 10 affiliates” going from well known, large lists with well known personalities to a Top 10 containing all members from his community, with small, powerfully responsive lists/family members.
Talk about flipping a leaderboard on its head. 🙂
I could go on…but I will spare you…since I am launching the next Breakthrough Advertising Bootcamp this week and following the advice above…please read the P.S.’s.
In the meantime, stay congruent and consistent.
Think about making money but don’t be obsessed with it when you are serving your audience (“congruency over currency”).
And lean into being more missionary than mercenary.
Only if you want to, that is…
Warmly,
Brian
P.S. I’m following my own advice as I prepare to launch the 9th (!) Breakthrough Advertising Bootcamp…by NOT creating an affiliate feeding frenzy…but rather, I have reached out to my Titans Xcelerator Mastermind (TXL) members inviting them to be an affiliate for this upcoming “best Bootcamp ever.”
After all, just about everyone in TXL has been through at least one (or more) Bootcamps…because it’s free to attend as a mastermind member…one of dozens of the “overdeliveries” of membership…and they have firsthand knowledge about the impact of the program.
18 members are signed up to promote the Bootcamp…I’m just disappointed I didn’t think of this idea earlier.
Then again, it’s the perfect time because it’s “Now” (as opposed to “Not Now”). 🙂
They are top missionaries to do this…and they are as excited about promoting the Bootcamp as I am.
Now that’s a dedicated affiliate.
If you want to join the 9th Breakthrough Advertising Bootcamp, you can sign up here.
If you have no idea what I’m talking about, I encourage you to check it out.
Regardless of your niche, product, service or offer…online or offline…digital or brick-and-mortar…this Bootcamp is exactly what you need to jumpstart your business.
Or…you can wait to hear directly from a Titans Xcelerator member so one of them gets half of the registration fee…which makes it even sweeter for me and for them.
I’m sure you are an online family member of at least one of the 18.
But to make sure you reserve your seat, click on this link:
https://breakthroughadvertisingbook.com/ba-bootcamp/
P.P.S. OK…since you are all part of my online family…despite not being TXL members…I still want to give some of you an opportunity to promote the Bootcamp….to keep things consistent with today’s blog post.
As loyal readers of this blog, you must be a fan of Gene Schwartz and Breakthrough Advertising…if not a serious student of his brilliance.
Why not pay that forward?
If any of you are interested in becoming a missionary for this transformational event, hit me with an email with this in the subject line:
“BA Bootcamp Mission”
Look at this page if you are unfamiliar with this landmark program.
Tell me a little about yourself, your online family (the smaller and mightier your list/online family the better) …and the more you have in common with marketing and copywriting education, the better.
Folks with a real estate investing course need not apply. 🙂
And it’s OK if you have a larger family too. 🙂
If you decide to promote…and we receive at least ONE person to sign up (other than yourself) through your affiliate link, your registration will be complimentary.
Just reply to this email.
P.P.P.S. Hope to see you on the “inside” of the Bootcamp—whether you promote for it or not—when it begins on Monday, October 20th.
Six, 90-minute calls…working on your business or niche (using worksheets, hot seats, office hours) …tons of personalized instruction…thru the lens (and mind) of one of the most prolific copywriters and marketers who has ever lived, Gene Schwartz.
Plus…there will be two bonus calls (making 8 in total) …of my exclusive Titans Xcelerator Mastermind…which are taking place during the two weeks of the Bootcamp…and as a Bootcamp participant, you get a sneak preview of my mastermind at no charge.
It’s world changing…although I know I am not objective.
We’ve got an A-List copywriter on one of them presenting…and the top YouTube marketer on the planet presenting on the other.
We will spill the beans about both calls once you register for the Bootcamp. 🙂
https://breakthroughadvertisingbook.com/ba-bootcamp/