· Issue 21 · January 2013
Unleash Affiliates:
Take Advantage
of their Creativity! by Travis Jacobson
Travis Jacobson
Affiliates provide a different voice that can persuade consum-
“T
ers to make a purchase. Rather than always hearing the same hink left and think right and think
messaging from merchants, consumers are looking for other
low and think high. Oh, the thinks you can
avenues to tell them why they should complete their purchase.
think up if only you try”.
These words are from the Dr. Seuss’ book, “Oh, the
Thinks You Can Think”.
Affiliates, when allowed to be creative, will be that voice that helps persuade the consumer in a way that merchants can’t. A scripted sales pitch that matches the same copy found
My primary goal as an affiliate manager is to “think left
on the merchant’s website is less likely to persuade a consum-
and think right and think low and think high” for new ways
er than if they feel they are reading an objective review from
to help affiliates increase revenue for the programs I manage.
a third party.
Whenever I receive a call from an affiliate asking if I can
Affiliates and affiliate managers will find the most success
provide them with copy for their promotions, I cringe. I can
when they work together. It is the responsibility of the affil-
certainly write copy and provide it to affiliates, but I would
iate manager to provide affiliates with high converting ban-
rather work with the affiliate to think of new ways to generate
ners, text links, product images, product specifications, prod-
sales through their creativity.
uct details and anything else affiliates need to build a creative
There is a reason some affiliates are successful. Top affili-
campaign.
ates don’t achieve success because someone told them what to
It is the affiliate’s responsibility to take assets provided by
do. I have never sent a commission check to an affiliate that
the affiliate manager and turn them into creative campaigns
asked me to write their content for them.
that generate revenue for the merchant. Affiliates can be ex-
Successful affiliates have attained status because they
tremely creative, and when their creativity is applied to a cam-
know how to work hard and their campaigns are infused with
paign, it can be very influential in persuading consumers to
their creativity.
complete their purchase.
I have heard of several merchants asking their affiliate
In my experience, the benefits of allowing affiliates free-
managers to reach out to particular affiliates asking them to
dom in their campaigns outweigh the risks of limiting their
change their copy. If the copy violates policies or contains in-
creativity by scripting copy for them.
correct information it is important to reach out to the affiliate and work with them to make the necessary changes. However, it is important for merchants to understand the real value and benefit of having affiliates promote their brand.
8
Make sure affiliates stay within the specified terms and conditions, provide them with everything they need to be successful, and then step back and watch what a creative affiliate can do to build your brand and increase revenue. Travis Jacobson is an Affiliate Manager for affiliateCREW. ☜