GPWA Times Magazine - Issue 45 - October 2019

Sometimes programs or affiliates try to be everything to every- one. The truth is, nobody is perfect. So do what you do best and leave off the rest. Some affiliatemanagers are hunters, some are gatherers. Bothmake pretty good people to have in a team. There’s no denying that when we are trying to be a jack of all trades, we are often amaster of none. Over time, you come to realize that this strategy simply doesn’t work. You don’t have to be the program that gives the best bonuses to succeed, but you do need to be consistent in your USP delivery. Same goes for affiliates, but in reverse. My biggest piece of ad- vice to new affiliates who ask me for help is: Don’t be afraid to be niche. Be exceptional at what you do, and build your brand around that. You’ll find programs will gravitate to you because you are really good at doing just one or two things, and they will need this skill at some time or another. Timing plays an important role in this business methodology, too. Always be clear on what you do best, both as a business and as a person. Affiliate managers need to decide how they can service affiliates with this knowledge and ensure they keep bringing the right kinds of customers to your door. Make the most of your personal strengths, and forget about obsessing around your weaknesses. Remember what I said about this being a life choice and not a job. You can’t force yourself to be like anyone else. Just be authentic to your own talents and strengths, and affiliates or affiliate managers will appreciate you for it. Rather than concentrating on jobs that you aren’t inherently excellent at, focus on building a program that thrives off your own product or company strengths. Maybe you can’t compete with top brands or top budgets, but that doesn’t mean you can’t make a difference or be innovative about what you can offer to your affiliate partners or the brands you work with. The business of affiliate marketing doesn’t have to be complex. I dedicate most of my time now to keeping it really simple. Perhaps you can do this too, and see how it works for you. Know what you do best and do just that 3 SECRETS TO SUCCESS Lee-Ann Johnstone is a seasoned affiliate marketer and founder of AffiliateINSIDER, an events, training and management company operating in the iGaming sector. G P W A t i m e s . o r g 26

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