One of our clients did about a $5 million affiliate launch and he estimated roughly 40% of that came from one thing… coaching the affiliates. Not “here’s your link, good luck” coaching, but real training: what to say, what to send, how to position the offer, and how to avoid the little mistakes that kill conversions. In this episode of the 6 C’s series, we’re talking about the third C: COACHING, and I’m going to get practical with how to run trainings, what to put in cheat sheets, and how to teach affiliates in a way that actually changes their results.
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Previous Episodes of The Affiliate Guy
The 6 C’s of Elite Affiliate Programs (Part 2)
The 6 C’s of Elite Affiliate Programs (Part 1)
How to Choose the Right Affiliate Manager
How to Get Affiliates Excited to Promote
How to Avoid the Biggest Affiliate Program Mistakes (Part 2)
How to Avoid the Biggest Affiliate Program Mistakes (Part 1)
The 6 C’s of Elite Affiliate Programs (Part 3)
A client of mine once told me that what I’m sharing today was worth more than $2 million to his affiliate program in one launch. Some have called it our secret sauce to run a great affiliate program. But for you, it’s the third pillar of every great affiliate program. And yet most programs aren’t doing it at all. Hey. Ah, welcome back to this series, the six pillars of every great affiliate program.
You know, I’ve said it at the top of the last couple episodes, but you know, we’re revisiting some of the basics, some of the foundations, what makes a great affiliate program. And ultimately this comes from a series that I did a while back. I did a, three part series and today we’ll do the third episode of that where I talked about the three Cs of every great affiliate program. But not on purpose. I just hadn’t studied it enough back then to really analyze, okay, what are all the foundational pillars?
And there’s actually six. So we’re starting with those three. Those are the first three in this series. And then in the fourth episode, I’m going to cover the final three pillars of every single great affiliate program. Again, these work in every niche and every industry.They work for big programs, small programs, doesn’t matter. So this is our foundation that we’re going to build this year. We’re going to make this our best year ever with our affiliate program. It all starts with this foundation. And if you haven’t listened to the first two episodes, go back and listen to those and then come back for this one, the third pillar of every great affiliate program.
And then make sure to come back for the next one because we got three more. So with that said, let’s jump into our third pillar of every great affiliate program. So over the past couple of weeks, I’ve shared the first two Cs of successful affiliate programs. First I talked about contests. In the second episode I talked about communication.And in that episode I touched, very briefly on this third C, which is coaching. I talked about how you should teach them, how you should host a training, how you should send cheat sheets. But I didn’t really dive too much into those. And today I want to spend a little bit of time talking about those things. This coaching aspect of running an affiliate program, it’s the key.
You Know, I said at the top, like, one of our clients did about a $5 million affiliate launch, and, he estimated that about 40% of that was completely due to us training the affiliates. So a 40% increase from this one thing, like the right contest. Yeah, you can lift sales, 10, 15, maybe even 20% with the right contest. You can lift sales Certainly, you know, 20, 25% with the right communication, but with the right training, the right coaching. That’s how you can lift them.40%. We took a bunch of small affiliates and we got them to make 5, 10, 15, 20, 25 sales. We took affiliates who would have made a hundred sales without the training, and they made 125, 150. That’s what we’re looking to do with coaching them. So in a little bit, I’m going to share kind of a snippet of a training that we did.
It’s not the full training, but I’m going to share a taste of a training, that we did for one of our clients inside of our, your affiliate launch coach program. We did a, training for, Jason and Cecilia Hilke. They’re clients of ours. And this clip’s probably nine minutes long, nine and a half minutes long. And it’ll actually kind of give you a little taste of what that would look like inside of the program.But the point to, sharing that is to show you, okay, this is how you train your affiliates. You teach them best practices, you walk through the calendar with them. There’s not a whole lot that we do, admittedly in these trainings. It is that complicated. Okay.
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These aren’t like super advanced affiliate sales techniques. They’re the basics. You want to know the 10 secrets to closing more sales in affiliate promos that you can share with your affiliates? Go listen to my podcast series. I shared all 10.Now, I talk about them specifically with the client, of course, but you can get an idea there, you can get an idea there. And the key is to coach them, teach them what’s working for you. If you ran a particular ad and it worked, share it with your affiliates, do strategy calls with them. You know, actually get together with them. This is something we give our clients where we give them, these worksheets that they can actually go through, but get together with them and share strategies.
You know, you don’t have to be the one who’s doing all the training. You could actually just host a strategy call and maybe share a couple of ideas and then say, hey, why don’t you share an idea and you share an idea, and everybody shares some ideas, and next thing you know, they have 15 ideas. That’s pretty cool. Like, you can kind of mastermind it. And so what I recommend, the kind of.The flow I Recommend is about 6 weeks to a month and a half. I mean, I’m sorry, that’s exactly the same thing. Six weeks to two and a half months before the affiliate promo. Host a big training, make it into a big event. You could even do this three months in advance.
We did one recently, I think. Yeah, almost three months to the day in advance of when the launch started. And you walk them through the calendar and how to prepare, how to warm up their audience. You know, walk them through what they can do now to get their audience engaged. Let them know some basic strategies about affiliate promos, how to find their link, how to get their login information, how to use swipe, copy, all those things, right?You walk them through all of that. And then starting about two months out, you do a weekly strategy call. You do it on Zoom or whatever. You know, if you’re listening to this seven years from now, there’ll be some new technology, right? But you do it where, you know, you can all be on there, see each other.
This isn’t like a webinar. You’re gonna. You’re gonna do this, like, open. Like you’re in a virtual room together, conference room. And you’re gonna present to them, and you’re gonna share some stuff with them. I’ll tell you what to, you know, to do with that in a moment, but you’re gonna walk through some of the stuff that they can do to promote, and then you’re gonna open it for Q and A and you’re going to mastermind together. You don’t have to be the one who does all of the teaching. And so for us, we did this recently with Stu McLaren’s Tribe promo. What we did was we hosted six of these sessions, and we started with the warm up part. So we did a strategy and we walked them through some of the things that they can do to warm up their audience.
We walk them through how to get their audience thinking about the concept of membership sites and recurring revenue. We walk them through how to just introduce Stu to them. For instance, we recommend that you quote the person. Just quote them. It doesn’t even have to be about the topic.You just introduce the concept of Stu and membership sites. The following week, we talked about the commitment plans, the promo plans, how to create one. Here’s the template. We gave them the template, which, again, you can download@mattmcwilliams.com promoplan Download the template, and you can basically copy and tweak it and give it to your, you know, your affiliates.
But we walked them through that. Here’s what you should be doing here and here, here’s when you should mail and all these things, right? We walked them through the calendar, then we walked them through promotion strategies for the workshops like how to create, an opt in bonus. And we had them brainstorm and share some of their ideas with each other. We taught them how to name a Facebook group and how to start a little pop up Facebook group so they could do that.
And then we had them share those ideas and again they got inspiration from each other the following week. So this was week four. We talked about bonus packages, how to create your bonus package and when to deliver it. And so with that one we were able to literally just walk them through step by step how to create a bonus package. And we have a template that we use for that and we talk about how to use what they have and we, we tell them to list out their current assets and bonuses that they can create.
And then we write out some sales copy for each bonus. And then we show them how to set up a bonus page template and we walk them through what to do in each of the descriptions of their bonuses that they’re offering. And then the fifth week we talked about how to promote the webinar and we talked about strategies for promoting the webinar. And then in the sixth week we talked about closing sales. Actually we ended up tweaking it.In the sixth week we did kind of an open strategy call because we were in promotion had already started. Then the following week we talked about closing sales. So we ended up doing seven of those for that promotion. That’s what training them is. I taught for 15 to 25 minutes and then we.
But the calls were like 75 minutes long because we were strategizing together. That’s how you do it. You know, you don’t have to like know everything, just share a few things, teach them, strategize with them, help them get comfortable with the calendar and the promotion. So like I said, I’m going to cut to some audio here. This is audio from a webinar training.So we did a training for Jason and Cecilia’s affiliates. They’re in the parenting space and they’re clients of ours. Their last Summit had like 124,000 people. It was insane. And we train their affiliates.So I’m going to Cut to that audio here. You can listen to that again. These are like a few clips. I think there’s like three or four different clips from different parts of the training. Welcome to Happily Family.
I’m Cecilia Hilke. I’m Jason. And we’re here today to do the training for all of the partners for the upcoming Happily Family conference. We’re so lucky to have Matt McWilliams and his team here to, give us a run through on best ways, best strategies on how to promote this conference. But also you’re going to be able to get a ton of skills out of how to just do online promotions in general.I’ve worked with Matt previously on another promotion, and it was mind blowing what he had to share. I hope you enjoy this as well. We’ll be around here. I’m going to turn it over to Matt and his team now and if you have any other questions, email us@, supportappilyfamily.com and you can also just put something into comments if you like.
Yeah. And I want to just reiterate what Jason is saying, that this isn’t just for how you can help spread the word about the conference. This is also for anything that you want to turn up the volume with in your own business, your own products. The strategies and tips that you will learn today will help you in the rest of your business. So it’s really super cool.I’m so grateful for Matt and his team jumping in here and helping out. Yeah, actually, I’ll name a name real quick. Tasha. Tasha, Shore was part of a previous promotion that we did where Matt did a training and supported them with their training. And Tasha was a partner and affiliate with that promotion.
Tasha got so much out of the training that she then took everything that she had learned and worked with Matt on and applied it to her next launch. She said it was such a boost to her and she just, it really helped out her business. So that’s what we’re hoping to do here as well. We want this to be a win for you and we also want to get the word out about the conference and, have more people find out about you and, and what you have going on. Yeah.And Dana Abraham has also worked with Matt too. So Matt’s behind a lot of the biggest launches that are happening, not even in the parenting space, but in the larger kind of online marketing world. So we’re super excited to, be here and have him. There we go. All right, Matt, so we’ve set you up.
I think yeah, thanks, guys. Now I have to text, Tasha and see how things went. Cause I actually haven’t. I knew she was doing that, but I haven’t heard. Another fun story about Tasha is, I mean, in that promotion and Dana’s promotion, I point blank asked her afterwards, what was your goal in terms of sales?And, she said five. And she actually did 40. And that is the value of this training today. Guys, I just want to say. Hey, Kathryn, Heather, Jackie and Kyra.so we’re going to talk about how to max out this promotion. And one of the reasons for this, this was actually a revelation I had about six weeks ago. And, I think it was Cecilia mentioned Dana Abraham. And I’ll tell you kind of why this means so much to me, and it’s always meant so much to me. I just didn’t really know how to quantify it, I guess.
And it hit me that helping Tasha sell 35 more of Dana’s courses than she expected, helping some of her other top partners sell 10, 20, 25 more than they expect to go from zero sales, as one of them went from zero to like, 18 or 19. You know, like, she sold zero in the one before. Same size list, sold 19. What hit me was the impact that that made. And maybe this is like an egotistical thing, a way to think of myself.
I try not to let it be about me, but it hit me that me teaching affiliate marketing, there were hundreds of families somewhere in the world that that night also had a peaceful bedtime because I did something like teach affiliate marketing. Which at first glance, kind of seems like, really, how is that going to impact the world? How is you selling a course or promoting a summit going to impact the world? Well, that’s how. And so that’s why I’m excited to share this with you guys today.
How to make this your best promo ever. So for those of you who’ve never done affiliate marketing at all, or maybe, you have, we’re going to talk about how to max it out. That might be that you make your first affiliate marketing sale. It might mean that you make your, you know, that you double or you have, what’s five into 48 times more sales than you expected, like Tasha. So I want to take a quick look at the calendar.Mark, if you can drop the URL in the chat, there’s a full plan that you can download. We’re going to talk through that in a little bit. But basically, if you go all in, all in, it’s still only six emails to your whole list. And again, there’s no hard sell. This is a total give.
Total give. And so here’s the cool thing. Many of these people on this summit are people that your audience has already heard of. They have a book somewhere by one of these people. They attended a webinar with one.They follow one of these people on social media. They heard a radio interview three weeks ago with one of these people. So they’re going to be recognizable, and they get to watch them speak for free. So you get to offer your audience this amazing opportunity without paying a dime. So I guess a total give.You don’t have to convince them, you know, Jason, and then they’ll take care of that, and we’ll talk a little bit more about that later. But if all you do is get them to register, you don’t even get them to pull up their wallet. That’s a win on the front end. So Monday the 13th is summit registration. We suggest.
Again, this is fluid. All right, if it’s Tuesday, cool. But this is all about just kind of the kickoff of they’ve opened registration for this amazing summit. Maybe. Here are my favorite three speakers and what I like about them.Blah, blah, blah, blah, right? We tested on these two launches, right? Tested the number of times that we mailed on the last day. So I had already tested two times versus three times, and it wasn’t even close. Okay, you definitely should mail three times on the last day.
Here’s the results of this test. Right? Two times, you know, basically 12 hours apart, a little bit under 5,000. You can look at the. Three times.You can look at the. There’s a pretty big jump there between three and four times and a substantial jump between four times and five times. In other words, two emails versus five emails. Twice as much revenue. Actually, substantially more than twice as much revenue.But here’s the thing. Unsubscribes, right? Yeah, sure, I made more money, but. Oh, yeah, Heather, you got to share that in the Facebook group. Oh, that’s so good.
Oh, my goodness. I don’t even have time to get into Heather’s. Don’t be. I’m saying these things. And then people watching the replay are like, what the heck is Matt talking about?Heather says. And send the don’t be angry at me email. Thanks for that tip last launch. Yes. Okay, Heather, I’m gonna rely on you to share that in the partner Facebook group, because Heather’s gonna blow your mind with this one.So here’s the thing. The key, though. Of course. Is that you’re worried about unsubscribes. You’re worried about.If I can be so frank, I’ll be pg. You’re worried about upsetting people. you’re worried about upsetting people. Right. When I did this, I didn’t have a single unsubscribe.
Not a single unsubscribe. The key here is make sure you give them an option to opt out of this promotion. Here’s a big thing. Make it personal. If you have personally engaged with Jason and Cecilia on any level, maybe you watched their last, you know, the last summit.Maybe you’re a speaker like we talked about. Tell your story. Tell your story. If they’ve impacted you in any way, tell your story. Focus on the transformation, the before and after.And then also male off peak. Simply put, most of us tend to male at about the same time on the same day. Some of us, not me, but some of you probably literally, like, when do you mail? Mondays and Thursdays at 10:00am Eastern Standard Time. Okay.
Disrupt the pattern. And of course, like, the world’s, whatever his. What is his name? The world’s smartest man or something like that. World’s most interesting man.Make sure you copy your boss. Any other questions, guys? I know we ran through that fast. There was a lot to cover. I’m exhausted. I need a nap now. But this was fun to share. So any other, questions or comments or thoughts from you guys, Jason and Cecilia? Cecilia, you said you were leaving and then you stayed on for the whole thing. Yeah, like, you had so much great content here. Cecilia’s just rapidly, like, writing notes. I took notes. Yeah. I had other plans, but instead I take notes. the disruptor of plans.
Yeah. And you’re like, sharing, like, the insider tricks there. I mean, like, this is just so fantastic. I’m looking to see if there’s any other questions. I have nothing to add other than just to go back to that original point.Just like, remember, this is, every person you get to come, you know, to this summit is, I mean, it sounds so cliche, but I will say, I mean, it’s a potential life changing opportunity for them. And this is like our little corner of the Internet universe where we feel so grateful that we get to do this work and get to serve families. So thank you, for being here today and for Matt, your expertise and team and helping us, make this happen. Yeah, thank you, Matt. Appreciate this, pleasure, guys.
So again, when you train them, when you teach them, you coach them that third C in the three Cs of successful affiliate programs. It doesn’t have to be super complicated. Teach them what you know, go to my site and learn some stuff and teach them, you know, share posts. You know, we, we’ve had many people do that programs that I’m a part of and they’re like, hey, you don’t know how to use swipe copy. Here’s how to use swipe copy.I wrote a post on that. You know, you just go look up Swipe copy on mattmcwilliams.com you’ll find the post. But go through some of the affiliate marketing posts and see, okay, what would be good to share with our affiliates. Feel free to do that.
Feel free to share my content. Like, I’d love if you would do that. Do you see what I’m saying? It doesn’t have to be super complicated because you can crowdsource it as well. They want to help each other. They want to help each other. So as I mentioned, you can grab that promo plan template@mattmcwilliams.com promoplan we’ll put a link to that in the show notes. If you think that some coaching would help you to get more out of your affiliate program m check out youraffiliatelaunchcoach.com that is our coaching program.
We definitely can help you no matter what level you’re at. we help multi million dollar entrepreneurs and also beginners so we can help you there. Go check that out and apply. So there you have it, the third pillar of every great affiliate program. Make sure you hit subscribe so that you don’t miss the next episode because I’m going to cover the final three pillars.All right, that’s important. You got to come back for the next one so you don’t miss those final three. And of course I’d love to hear from you. So please text me if you have any questions, comments, want to share your biggest takeaway way you can text me at 2602-1746-1926-0217-4619. I would love to hear from you.
And with that said, I will see you in the next episode where I’m going to cover those final three pillars. See you then. Thank you so much for listening today. Remember to check out all of our deep dives into affiliate marketing at the affiliateguide tv. And if you have a question, ask it the end at@asktheaffiliateguide.com. who knows, maybe you even be featured on an upcoming episode. And lastly, if you haven’t yet, make sure to leave a rating and review wherever you’re listening to this episode.