GPWA Times Magaine - Issue 23 - February 2013

g points By Deanna Dobson I n the classic 1992 movie Glengarry Glen Ross , Alec Baldwin’s Blake is enlisted to “motivate” a group of struggling real- estate agents. “Only one thing counts in this life,” he says. “Get them to sign on the line that is dotted.” While the world of affiliate marketing may not be quite as cutthroat as the real-estate industry depicted in the movie, the main idea rings true: If your affiliate site is not converting, you need to make changes (or “hit the bricks,” as he says). Converting, after all, is really the only thing that matters. Blake’s principles of selling are not exactly subtle, but they provide two ideas that are very relevant to affiliate marketers. The first, ABC (always be closing), should be the main thrust behind your site(s). Essentially, every element, banner and line of text should be helping you “close.” The second important principle in Glengarry Glen Ross is AIDA: attention, interest, decision and action. Affiliate partnerships expand an operator’s reach to prospective players, guiding them through the “attention” and “interest” phases to decision making. This means your affiliate website needs to get people’s attention, pique their interest in the products being promoted, help them make a decision and, most importantly, take action. How do you do this? By understanding the major breaking points in the conversion process (that both affiliates and operators have control over). While breaking points can be seen as an obstacle or problem, they are also a form of positive motivation, providing the kick in the ass your sites sometimes need. Here are some suggestions to help you overcome breaking points, ensuring you can “always be closing.” Identify and close gaps in the conversion process Want to increase your ROI? Your conversion process should be a finely tuned machine that gets visitors through the conversion process as quickly and efficiently as possible. Before 9