Brandon Myers – Aceable

• NOT an NFL Tight End or Reality Star

• University of San Diego - Rhetorical Theory

• Affiliate Industry for 5 years.

@AFFILIATETINDER www.affiliatetinder.com

1) Changing Times

2) The Internet Consumer

3) Identifying Two Schools of Thought in Modern Marketing

4) Where We Fit In (Examples)

5) Open Tips

• BELIEVE IT: People used to use their phones and had conversations

with total strangers. They even had house phones!

• FACT: Total strangers used their voices to speak to one another in

an effort to persuade. This persuasion could end in a successful

registration, sale, or other call to action.

• Many of the methods deeply rooted in Greek Philosophy and

Psychology made their way into traditional business culture.

Coercive as well as ethical methods of persuasion were mainstream,

if only in one to one interactions.

• Consumers trust google as a source of truth and the internet in general to be their best friend.

• The same principles of early sales apply, but consultative methods ring most true.

• The main sale now is in gaining the trust of the user by adding value to their digital experience.

• Multiple channels now pollute the linear nature of how we make sales.

• Publishers are often a large piece of this puzzle, though they are rarely recognized. You are THE example of what the larger problem for advertisers looks like.

• We must pay attention to each and every acquisition source as it is it’s own customer experience. Whether we are the advertiser or the publisher, we need to be thinking like our customers and asking ourselves or even them: what are you expecting next?

Reflex system based in impulse responses.

We operate with very little effort as we make decisions based on what feels good and what gives us a rush of dopamine.

Little to no sense of control over choices.

We cannot justify why we made the decision with anything other than good feeling or validation.

Intuition based system based on thinking and analysis.

We operate with monumental efforts as we view the decision at hand to be critical to a process flow.

Total control over choices, if not hesitancy to make them due to gravity.

We know all of the angles on the given decision and often times work towards an outcome we view as favorable.

• Publishers have a unique position in any buying cycle. You possess the ability to influence the sale in a way that is not directly from the advertiser or in the advertiser’s words.

• Pre-close. The publisher plays the role of lead and/or customer development before they are passed to the Advertiser for a harder close.

• Some ways to Influence a Pre-close:

• Reviews

• Rankings

• Engaging CTA’s

• Actions of Commitment (ie. Data entry fields)

• Making your viewer feel special (Exclusive Discounts, Cashback offers)

-Advertisers have the most important role in the buying cycle. They control where the click goes and are safe holders of conversion.

-Hard Closer: We get to try our closing abilities in a number of ways. Whether a B2B company looking for leads to call on, or a B2C company looking for Ecommerce based transactions, the Advertiser needs a hard closing action of one type or another to remain in business.

Some ways we influence hard closes: Scarcity Theory Exclusive Discounts Colors Shapes Entry Field(s) Content Where our customers land

• Be a student of the game.

• Tools at your disposal to monitor landing pages

• Watch for tests on common interest sites and competitor sites

• If demographics are similar, you can hope for similar insights.

• Mimic things that work.

• Test traffic insights that worked for your competitors

• Layouts

• Color Schemes

• CTA Words

• Learn