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APCW Editorial ~ Rookie Affiliate Managers

July 3rd, 2005 - Any seasoned webmaster has been there. You're checking your email first thing in the morning, sipping your coffee, and you see it: An email from one of your best programs... and they are inviting you to sign up? What?

This puzzles you, as they just sent you a check for $5,000 last month... not to mention you've been an affiliate of theirs for three and a half years, and even met them at trade shows! Yet, there's the email glaring at you.

Webmasters are a curious bunch, so naturally you have to open it. After all, maybe they'll make you a better offer than the one you currently have!!! LOL! But you could practically recite this email before you click "open" :

Dear <%first-name%>,

I've had a look at your site and found it very impressive! I believe our casinos could do well with a placement there!

Please feel free to contact me at NewAffiliateManager@RookieMistake.com to discuss this exciting new business opportunity!

Thanks, the "Rookie"

As "flattering" as it is to be singled out for such a lucrative offer, you know that there's no chance they ever visited your site. If they had, surely they would have noticed the glaring 468 flash banner at the top of your index page promoting their biggest property!

You sigh... take another sip of coffee... and notice the name of the affiliate manager is none that you've ever seen before. It would be simple enough to hit 'delete', but maybe send them this following list of Five Suggestions for the Rookie Affiliate Manager instead:

1. Don't try to get on a webmasters "good side" by ego stroking them. You won't gain anything from the less skilled webmasters, and the good webmasters already know they're good... they're more interested in the money! =0)

2. If you're going to praise a site, be sure you have actually visited the site. That way, when a webmaster asks you specific questions about it, they don't catch you with your pants around your ankles, stumbling and stuttering as you desperately try to pull it up while you're on the phone with them!

3. Don't blame webmasters for a Program's shortcomings. If a webmaster has sent you the same amount of traffic, month after month, for the last year... and the same amount of converting players each month over the year... but the casino revenue is down... please do not call them up and ask what they are doing wrong! We bring you the players, you guys convert and retain them.

4. Answer your emails! Do not underestimate the importance of this suggestion just because it's the shortest.

5. Send us our checks on time. And if you can't, don't hide until payments are made. Face us and tell us what the problem is. Most webmasters will know it's not your fault, even if you bear the brunt of their frustrations from time to time... that's part of the job. Not to be abused, but to help resolve our issues and listen.

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