What Does Cooperation Mean to Your Affiliate Program?

By Declan Dunn
Posted Wednesday, August 11, 2004

When I began my affiliate program for "Winning the Affiliate Game", I really wanted to do something different.
Every program seemed to be announcing a new way of thinking, but eventually the truth crept in...

Few programs are really working together with their affiliates, in the spirit of cooperation.

So I looked up the definition of cooperation in an old, Reader's Digest Dictionary:

"Cooperation

A working together toward a common end; joint action.The association of laborers, farmers, small capitalists, etc. in a common endeavor for mutual economic benefit."

Think about the keys to these definitions - small capitalists...working together...in a common endeavor for
mutual economic benefit.

Now look at your affiliate program; most are set up for you to market for them. They may send you an ezine,
possibly some training, but outside of that, you are on your own.

Many businesses use the Internet's automated mechanisms to literally avoid their customers, and their affiliates. Automation makes things easy, but to really succeed, you have to do something different.

You have to help others, help themselves; it is the spirit of co-op advertising.

To improve my system, I remembered my days as a sales manager with a hip, San Francisco computer reseller. We sold Apple Computers, which in those days was a good, profitable thing to do. Apple would share co-op advertising money with us when we promoted Apple Products.

Why wouldn't they? Even though we sold other kinds of computers - Compaqs, IBMs, etc. - Apple supported our efforts when we promoted their products. It just makes sense for Apple, and for me, to do this!

Now look at your affiliate program again; don't they get this? Do they just focus on the quantity of affiliates
they gather, or are they sharing some of the advertising costs to improve the quality of their network?

While I cannot change other affiliate programs, I can affect my growing circle of affiliates...the small capitalists joining me in a common endeavor for mutual, economic benefit. So I posted this on our
ActiveMarketplace Web Site, empowering affiliates to join in cooperative marketing called affiliate programs:

"Advertising is the key to building your network and increasing your sales. I believe in your success and am willing to invest in your sales potential by paying half of your advertising costs. That's right -- I will match you dollar for dollar and together we will profit from effective advertising."

Our affiliates love it!

For example, an affiliate in Australia had been advertising in newspapers. He is a small capitalist with limited resources. He wanted to advertise in the USA Today, but it seemed too expensive. We reviewed what he wanted to do, and paid half of his fees. Now that ad will help us both.

Or take the affiliate who has a free Web Page, and needed some help selecting opt-in email advertising and setting up autoresponders. We set him up with consulting, assistance, and advertising; we paid half. Now he is doing things the right way, with our assistance. The key to remember is mutual economic benefit. My
affiliates help spread the word about my company; I should help them.

Just like Apple helped a company become the leading reseller in the Bay Area for several years, and reach INC Magazines Top 50 Fastest growing companies when I was there...in the spirit of cooperation.

One business on its own is easy to break; two businesses sharing resources have a better chance. One hundred businesses working together are almost impossible to beat.

Cooperation is the key to your affiliate programs. It just makes sense, for me and for you.

Declan Dunn 6960 Ridgeway, Magalia, CA. 95954 Phone: (800)
280-9807 or (530) 873-3637 Fax: (530) 873-0192

Declan Dunn offers consultations, seminars, and training to
Web businesses, developers, ISP's, and consultants. E-mail
dunn@activemarketplace.com or call (530) 873-3637 with
questions. All materials Copyright Michael
Declan Dunn and ADNet International.All Rights Reserved.