Imagine launching your business with a burst of enthusiasm, only to face the stark reality that more sales are needed to sustain growth. So you start researching ways to expand your reach, and you discover affiliate marketing.
Eagerly, you dive into the world of affiliates, scouring listing sites for potential collaborators. After hours of scouring, and searching, all you find are affiliates with little commitment, more interested in slapping a deep discount on an ever-growing array of deals than in truly promoting your brand. You might even take some of them up on the offer, but in the end, despite all your efforts, sales remain stagnant.
We hear it every day how do I find more affiliates? This question is asked in nearly every conversation we have.
But the problem is, the mindset is fundamentally flawed.
More Affiliates Does Not Equal More Money
The prevailing belief on the internet is that piling on more affiliates will naturally lead to a surge in sales. This approach, however, often ends up attracting partners who will treat you in the same manner, piling on more vendors as products to sell.
The result? They’re putting in the minimum effort to get clicks, and you’re doing the minimum effort to drive value for their audience. In the end, nothing meaningful happens for your business.
Without focusing on the quality of the relationship is like asking, “How do I find true love by simply swiping right on a dating app?” It’s a misguided approach that prioritizes quantity over genuine connection. Just as real romance blossoms when you invest time to truly get to know someone, successful affiliate partnerships are built gradually, through trust and meaningful interaction.
In every single affiliate program we’ve ever looked at that was not made using our approach, less than 5% of the affiliates in their program actually generated sales.
And guess what the 5% almost has in-common? They always have an established relationship with the product, in some manner. It might be as little as an occasional discussion about new products or new features.
A particularly strong example of this is in a podcast interview with Katie Keith. Katie implies that while she works with several affiliates, there’s one standout partner who consistently generates most of the sales. Because of this, she treats that particular affiliate differently. She invests more time and effort in tailored communication and support compared to her other, less effective affiliates.
So, if you want to find good affiliates, change what you’re looking for.
You’re almost certainly not looking for someone who is solely an affiliate marketer. The best affiliates are people who actually monetize their audience in a completely different way, but happen to be open to affiliate opportunities.
The key is to re-frame your entire approach.
How To Actually Find Good Affiliates
Instead of asking, “How can I find more affiliates?” challenge yourself to consider, “Where can I find the right affiliates?”
The “right” affiliate for your business probably has these notable features:
- They understand your product (and have used it!)
- They have their own audience that they serve
- They’re probably selling something themselves
- Whatever they’re selling has some overlap with your product.
The right affiliates are not simply looking for a quick commission; they’re individuals who already serve a community that aligns with your values. They may be selling their own products or services, but they see your offering as a complementary addition to their narrative. In many cases, these potential partners might not even label themselves as “affiliates”. Instead, they’re simply trusted voices in their field.
By recognizing this, you move away from transactional interactions and begin to nurture relationships that build trust over time.
Rather than relentlessly chasing more affiliates, you focus on cultivating relationships with people that could become a potential collaborator with you. When you go to trade shows, you should be looking for potential affiliates as much as potential customers.
It’s about being selective and intentional—investing in those few partnerships that have the potential to grow organically, creating a ripple effect that benefits both parties in the long run.
This Is A Sales Process
Yep, hate to break it to you, but your affiliate program isn’t just a side project. It’s another product you’re selling. If you want to attract the right affiliates, there’s an inherent amount of salesmanship involved.
Think about it: every conversation you have with a potential affiliate is akin to a sales pitch. You’re not just offering them a commission; you’re presenting a value proposition that makes your brand irresistible to their audience. This means understanding your product deeply, articulating its benefits clearly, and tailoring your message to resonate with each potential partner’s unique perspective.
A creative example of this is in our interview with Chris Badgett. In this interview, Chris shared a fascinating story about how he recorded a series of talks from an industry expert and repackaged them into a valuable product. Instead of letting that content sit idle, he reached out to the expert, and worked with them to turn it into an affiliate partnership offer with that industry expert.
It worked out really well – Chris recorded the videos, set up the sales pages, and the industry expert focused on doing their talks, and selling these videos on their website and in their travels.
Just think for a second just how compelling that offer would be for that expert? In this context, Chris actually has said he told his wife to say “just tell us where to mail the check” because it is really a win/win offer. The expert can keep doing what they’re doing, and with minimal extra effort, they get a nice healthy paycheck and drive extra value to their audience.
This example drives home the point that every affiliate relationship is essentially a mini sales process. It involves not just packaging your product attractively, but also creating authentic, mutually beneficial partnerships. When you view your affiliate program through this lens, every interaction becomes an opportunity to build trust, drive sales, and elevate your brand’s credibility.
Rethink What An Affiliate Is
In the end, the secret to a successful affiliate program isn’t about gathering an ever-growing list of names. Instead, it’s about cultivating the right relationships. By shifting your mindset from “How can I find more affiliates?” to “Where can I find the right affiliates?”, you unlock the potential for genuine partnerships that drive real results.
The most effective affiliates are those who truly understand your product, naturally integrate it into their own narrative, and already have a loyal audience. They aren’t simply chasing commissions.
And the crazy thing? I bet as you’re reading this, you probably thought of a few potential affiliates that fit in the context we described, because you have probably already met some ideal affiliates while working on your business, networking, and connecting at trade shows.
So, take a moment to reassess your approach. Focus on quality, genuine engagement, and the art of the sales pitch. When you do, you’ll find that the right affiliates will come to you, transforming your program from a numbers game into a strategic asset that propels your business forward.
