LisaRiolo

Thank You!

For over a decade, all of us that earned a living through affiliate marketing, have you, the professional affiliates, to thank.  Whether an affiliate program manager or a customer service representative at one of the networks–our paychecks were basically funded on yours and the backs of other successful affiliates.

I know you receive gifts, party invites, year end Thank You cards, and other creative expressions of appreciation from the well-intended.  No doubt there are great individuals that express just how important you are to their livelihood.  But how often do you get the big, genuine, shout-out for making this all possible?  What representative group could even convey such a public message to the aggregate group of you?

Whatever the platform, forum or group…all of affiliate marketing should express our gratitude to all of you more often.  We should acknowledge how critical the professional affiliate is to all of performance marketing.  We, meaning those of us that depend on affiliates to drive results, should take pause and really think about the tremendous value affiliates bring to our own income or revenue.

Ultimately, I don’t get an argument when I say we should better emphasize the important role you play in our success.  People generally agree that we’re all depending on you. Yet, as a community, we place greater priority and focus on competing with each other than on serving the needs of you, our most important members.

I don’t mean to naively suggest that all the networks, outsourced program management companies, agencies, consultants and even some of you, should start singing Kumbaya around the industry campfire.  I simply point out that in the one area our interests should be aligned, they are not.  We, as the collective beneficiaries of your efforts, should recognize that we do (or should) share a purpose: and that is to empower your success.

My hope is that, after reading this letter, you’ll reach out to your peers, congratulate them, and then agree that your value deserves greater recognition.  Yes, the words, the awards, and the gifts are great.  You’ve earned them.  But I hope you will seek another form of recognition–and that is resources, support and our ears.  We should be listening to you and learning from you.  How can we help?  What can we do to ensure your continued success?  What are we doing right that you want more of…?  And what are we doing wrong that we need to correct?  Hold us accountable, affiliates.  Make us step-it-up.  Make us tell you and show you how much we appreciate you.

Sincerely,

Lisa Riolo