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How to Craft the Perfect Pitch to Your Partners

There are many ways in which you can approach a partner, so we've narrowed down two good and two bad examples of how you can initiate a conversation to encourage them to join your campaign.

Feel free to use any of the good examples below as templates if you're unsure how to approach your first conversation. If you do, we'd love to hear about how it performed for you!

Good Vs. Bad Examples

Good Example 1: Strong Selling with KPIs

Hello, my name is Jane Doe and I am the Marketing Manager here at Brand. We specialize in the world’s most popular magnetic lashes which are 2x stronger than our leading competitors, have gone viral on TikTok, and have over 10,000 pieces of influencer content. On top of that, we are the leading DTC brand in this area (what it is that you sell and why should an affiliate choose to promote your product?). According to our Shopify data (where your data comes from), we are doing between (X range) of sales per day (# sales/day - the higher, the better, but if it’s on the lower end, it’s better to omit it altogether) and are currently acquiring customers on Facebook (choose your top paid acquisition channel) for $X CPA. We are offering a payout of $X , which should be two times your ROAS! We’re seeing conversions of X% on cold traffic and X% on retargeting running to this funnel (include link)! I’ve been browsing the Squaredance platform and, based on your revenue, the traffic channel you run, geos, and all the past campaigns you worked, on I would say you are our top candidate for this offer. If you are interested, we would be happy to discuss further with you or answer any questions you may have. While you consider, here are some of our top creatives/angles for you to take a look at: (example of top creatives/angles here) Sincerely, Jane

Good Example 2: Offering a Test Budget

Hello, my name is Jane Doe and I am the Marketing Manager here at Brand. We specialize in the world’s most popular magnetic lashes which are 2x stronger than our leading competitors, have gone viral on TikTok, and have over 10,000 pieces of influencer content. On top of that, we are the leading DTC brand in this area (what it is that you sell and why should an affiliate choose to promote your product?). According to our Shopify data (where your data comes from), we are doing between (X range) of sales per day (# sales/day - the higher, the better, but if it’s on the lower end, it’s better to omit it altogether) and are currently acquiring customers on Facebook (choose your top paid acquisition channel) for $X CPA. We are offering a payout of $X , which should be two times your ROAS! We’re seeing conversions of X% on cold traffic and X% on retargeting running to this funnel (include link)! I’ve been browsing the Squaredance platform and, based on your revenue, the traffic channel you run, geos, and all the past campaigns you worked on I would say you are our top candidate for this offer. I am currently offering a $X test budget for the top affiliate to start testing! Don’t wait, we have a limited budget! If you are interested, we would be happy to discuss further with you or answer any questions you may have, while you consider, here are some of our top creatives/angles for you to take a look at: (example of top creatives/angles here) Sincerely, Jane

Bad Example 1: Vague with No Context

Hello, my name is Jane Doe and I am the Marketing Manager here at Jane’s Brand. I came across your profile on the Squaredance platform and I think you are the perfect candidate for our offer! (Does not explain why they are the perfect candidate) If you are interested, we would be happy to discuss further with you or answer any questions you may have. Sincerely, Jane

Bad Example 2: Bad Selling

Hello, my name is Jane Doe and I am the Marketing Manager here at Jane’s Brand. Based on the previous campaigns you have worked on, I think our beauty campaign is perfect for you! Our lashes can be reused up to 20 times and they have 10 magnets on each lash so they stay on and it doesn’t matter if it rains or shines. (You don’t need to sell your product to the affiliate. Instead, it’s best to sell an affiliate on why they should want to promote your product.) If you are interested, we would be happy to discuss further with you or answer any questions you may have. Sincerely, Jane

How To Break The Ice (With An Attractive Opportunity!) For New Partners

There's no field of dreams. Just because you built it, does not mean they will come. It's a common trap that you can find yourself in - believing that putting in the effort to stand up a program is enough to cause affiliates to flock towards it like seagulls to a piece of wonderbread. Sorry for all the idioms, but in truth, it's more likely that you'll have to recruit this loyal legion yourself, and part of that process involves selling them on the opportunity.

Lead with Results, Not Fluff.

Great affiliates receive handfuls of inbound requests every day. Your first impression can set the tone of your relationship and be the determining factor of whether or not an affiliate will commit to your campaign.

Remember, one affiliate partnership can change the trajectory of your business by driving millions of dollars in sales. It's worth investing the time and attention to do it right - so don't waste your shot on just a neighbourly hello.

Key Performance Indicators that affiliates will be looking for:

• Real-world performance metrics (CVRs, EPCs, CPAs, CPMs)
• Current sales volume
• Marketing budgets or capitalization that proves you can grow
• Size of the addressable market

Tip: Transparency fosters trust between partners, which is why you should always be prepared to show how you sourced these metrics. Ideal partnerships are symbiotic: When they succeed, you succeed.

Hook them with Unique Selling Points

When an affiliate receives many inbound requests, undifferentiated product offerings can understandably start to look very similar. That's why it's crucial to state your unique selling points clearly, early on, to stand out against competing opportunities. You can use the list of topics below as a primer to inform your positioning:

• What makes your product unique?
• Who does it target, specifically?
• What problem does it solve for consumers?
• How do you stack up against the competition?
• Do you have collabs with celebs, ambassadors, or influencers?
• Do you provide unique customer incentives, deals, or discounts?

Tip: Affiliates are eager to take part in something that’s repeatedly successful, so don’t hesitate to share stats and/or affiliate success stories to strengthen your position.

On this page

• How to Craft the Perfect Pitch to Your Partners
• Good Vs. Bad Examples
• Good Example 1: Strong Selling with KPIs
• Good Example 2: Offering a Test Budget
• Bad Example 1: Vague with No Context
• Bad Example 2: Bad Selling
• How To Break The Ice (With An Attractive Opportunity!) For New Partners
• Lead with Results, Not Fluff.
• Hook them with Unique Selling Points