Hey,
Quick one today.
Most brands think getting affiliates is a sales problem. Pitch enough publishers, someone will say yes.
But publishers aren't waiting to be convinced. They're evaluating you. Quietly, quickly, and usually before they've replied to your email.
If you don't know what's on their checklist, you're losing partners before the conversation even starts.
Here's what they're actually looking at.
1. Is the brand actually converting?
They'll look at your site before anything else. Slow page, weak copy, no reviews, confusing UX and they're gone. No commission rate saves a bad store.
2. Can they make real money?
AOV x commission rate x estimated conversion rate. If the math doesn't work in their head in 30 seconds, they move on. Low AOV plus a low rate means a lot of content for very little return.
3. How does the tracking work?
Experienced publishers will ask: which network, what's the cookie window, what counts as a conversion? If you can't answer this, they assume the program is poorly run. Being on known platforms like Awin or Impact signals more trust than a self-managed setup with a PayPal payout.
4. What support will I get?
Do you have a dedicated contact? Will you send creatives or promo codes? A program with zero communication is one they'll deprioritize when they have 20 others to choose from.
5. Will you pay on time?
Sounds basic. It's not. Publishers have been burned before. Network reputation matters here more than most brands realize.
6. Can I actually pitch this to my audience?
This is the one brands almost always skip. Publishers need to know what to say. A clear USP they can steal, who the product is for, what makes it different from the obvious alternatives, and some social proof they can reference. The brands that get promoted are the ones that make the publisher feel equipped, not just invited.
The brands that attract the best publishers aren't always the biggest. They're the ones with tight programs, clear communication, and something worth talking about.
That's it.
See you next week,
Jani
Running an affiliate program or thinking about starting one? Hit reply and tell me where you're stuck. I read every response.
Want to see what I've covered previously? You can find all my past posts in the archives.