Product Launch Strategy: How to Approach Affiliates - Part 1

When I was working on the biggest launch (so far) of my career my first responsibility was to set up a nationwide network of promotional partners for our program launch. Earning the respect of promotional partners is complex, but there is a strategy to it.

My client at the time was a Fortune 500 company and required nationwide partnerships as a part of the launch plan. As an information marketer, you probably aren't looking to create such a large network all at once. More than likely you are trying to establish high quality, long-term relationships with a core group of promotional partners.

In this two-part article series, I used my experience to create a simple example of how to approach and excite promotional partners about your upcoming product launch.

Here is an example of an information product you might sell:

Let's say that you have created an awesome cookbook filled to the brim with one-of-a-kind southern style dessert recipes. Your friends and family love your recipe, you've catered a couple of corporate events, and you put all that yummy goodness in a cookbook that you know is going to sell like hotcakes. What kind of message do you use to get people to help you sell it?

Here is an example of a message you might present to promotional partners:

"I found some information that I think you will appreciate. I know you are one of five competitors in the specialty cookbooks niche online. I researched some current market trends and the sales of dessert cookbooks are going to increase with the upcoming holiday season. I also looked at your current inventory and all the dessert cookbooks you sell are out of date. It seems to me that you really need a cookbook that will catch the coming trend and update your inventory at the same time.

We are launching our new cookbook packed full of delicious southern style dessert recipes, and we are looking for promotional partners that would like to share in the launch success. It sounds like we should work together. Why don't we partner on this launch and share the sales?

What is the big lesson to learn?

Your potential promotional partner is less concerned about the recipes inside the cookbook and more concerned with how well the book will sell to customers. The fact that you understand the competition and latest market trends makes it clear that you understand how to sell cookbooks. You've also made it clear that you are conducting your own launch, so you are not depending on this one promotional partner to drive all of your sales. In one simple presentation, you have offered an attractive partnership that limits their risk. It's a good deal.

Did you see the lessons here? This is a simple story but there is a lot to learn from it. I can think of two additional lessons that I would like to tell you about in a follow-up article. If you would like to take this story a little further you can find the next article titled "Product Launch Strategy: How to Approach Affiliates - Part 2".

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