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Affiliate Playbook

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3 min readOct 26, 2023


The Core Four: Warm Outreach; Post Content + Monetize Content; Cold Outreach; Make Ads + Monetize Ads

1. The Core Four 1. Lead Magnet I 2. SEO I 3. Your First 5 Clients I 4. Content Marketing I 5. Cold Outreach I 6. Paid Ads I 7. More, Better, New

2. Lead Getters 1. Referrals I 2. Employees I 3. Agencies I 4. Affiliates

3. Excecution: Open To Goal, I $0–$100M Roadmap

Quick Story: The Power of Persistence

  • Alex Hormozi’s journey with his supplement business for gyms is a testament to persistence.
  • Despite a massive $3M launch, the initial weeks were met with silence.
  • It wasn’t until the 4th week that success knocked, with a staggering $100,000 in a single day.
  • This turnaround was largely due to gyms reselling the supplements.
  • For an intimate look into Hormozi’s thoughts and concerns before the launch, listen to Episode 98 of “The Game Podcast” titled “I Remember.”

Understanding How Affiliates Work: The Lead-Generating Allies

  • Affiliates are more than just referrers; they are independent entities that actively promote your products to their audience.
  • They serve as lead generators, expanding your reach and doubling your marketing efforts.
  • This symbiotic relationship is crucial for mutual growth and market penetration.

Building an Affiliate Army: A Step-by-Step Guide

Step 1: Identifying Your Ideal Affiliate

  • Your ideal affiliate should have a customer base that mirrors your target audience.
  • Analyze your best customers’ buying habits, frequented locations, and interests to identify potential affiliate businesses.

Step 2: Crafting a Compelling Offer

  • Market your affiliate offer with the same rigor and creativity as any of your products.
  • Emphasize the potential for new revenue streams and business growth.

Step 3: Qualifying and Onboarding

  • Establish clear terms and conditions for your affiliates.
  • Aim for quick wins to keep them motivated and engaged.
  • Consider converting them into customers to deepen their understanding of your products.

Step 4: Structuring Compensation

  • Clearly define the actions that will trigger compensation.
  • Implement a tiered payout system based on performance.
  • Use products as rewards to create a sense of value and loyalty.

Step 5: Launching and Promoting

  • Adopt the “Whisper, Tease, Shout” method for a phased promotional approach.
  • Start with curiosity, build interest, and finally drive action.
  • Use this method to create a buzz and maximize launch impact.

Cost and Returns: Measuring Affiliate Success

  • Assess the success of your affiliate program by comparing the cost of acquiring an affiliate to the gross profit from the customers they bring.
  • Strive for a favorable Lifetime Gross Profit to Customer Acquisition Cost (LTGP: CAC) ratio.
  • Enhance this ratio by reducing the cost of acquiring affiliates, increasing the lifetime value of customers they bring, or both.

Conclusion: Nurturing Affiliate Relationships

  • Treat your affiliates with the same care and attention as your customers.
  • Focus on building long-term relationships with affiliates who consistently deliver results.
  • Use the success stories of your top affiliates as lead magnets to attract and inspire new affiliates.

Action Steps:

  1. Launch a targeted campaign to recruit 10–20 affiliates.
  2. Use their feedback to refine your affiliate program, addressing any issues in your offer, terms, and strategies.
  3. Scale your program by leveraging successful affiliates’ testimonials and results as powerful lead magnets.



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