Welcome to another exciting episode of the Affiliate Marketing Podcast. This week, we’re diving deep into the six fundamental principles that separate thriving affiliate programs from those that struggle to gain traction. Our host, Lee-Ann Johnstone, is joined by Aaron Paul, Co-Founder & CEO of Paul Street. Aaron shares battle-tested strategies that have helped transform countless affiliate programs from underperforming after thoughts into revenue-driving powerhouses.
Whether you’re launching your first affiliate program or looking to scale an existing one, these 6 Wonders will revolutionise how you approach affiliate marketing growth.
But what about number 7?! This week, we are doing things a little differently…
Talking points include:
- The Foundation of Unique Strategy Development
- The Employee Mindset Revolution
- Holistic Digital Marketing Integration
The Fallacy of Cookie-Cutter Affiliate Strategies
Aaron’s agency has built its reputation on a fundamental principle that challenges conventional industry wisdom: there is no universal affiliate marketing strategy that works across different brands. After working with major direct-to-consumer brands ranging from Dollar Shave Club to Hexclad, Paul Street has never successfully replicated a strategy from one client to another. Each brand exists within its own unique ecosystem of market positioning, target demographics, competitive landscape, and internal capabilities. What drives explosive growth for a premium cookware brand may completely fail for a subscription service, even within the same revenue bracket.
This reality forces affiliate managers to approach each program as a bespoke challenge, requiring deep integration with the brand’s existing marketing infrastructure and a thorough understanding of their specific customer acquisition goals before implementing any tactical approach.
Embracing the Ugly Numbers Phase
Early-stage affiliate programs often look discouraging on paper, but experienced managers know that initial metrics rarely tell the complete story. Aaron deliberately expects and welcomes “ugly” numbers in the first three months, using this period to audit, test, and identify the right partner types rather than chasing vanity metrics that don’t drive real business value.
Data-Driven Decision Making That Prioritises Incrementality Over Vanity Metrics
Paul Street’s approach to affiliate program optimisation centres on rigorous incrementality testing rather than chasing impressive-looking revenue numbers that may not represent true business value. Aaron shares compelling case studies where his agency turned off million-dollar monthly coupon affiliate programs for major brands and observed zero impact on overall company revenue, proving these partnerships were merely intercepting customers who would have converted anyway. This data-driven philosophy extends beyond coupon sites to every aspect of partner selection and program structure, with dynamic commission rates based on true customer acquisition costs rather than industry standards. By prioritising genuine incrementality and treating affiliate marketing as part of a holistic customer acquisition strategy, successful programs focus on partners who drive authentic new customer growth rather than those who simply generate impressive attribution reports that don’t translate to meaningful business impact.
The 6 Affiliate Wonders:
- There are no “One Size Fits All” Affiliate Strategies – Each program is unique, and the strategy that works for one brand’s growth journey will be completely different for another.
- Act as an Employee of the brand you’re promoting, not a supplier – If you’re at an agency be like an employee, if you’re working at the brand, make your affiliates an extension of your employee base.
- Integrate Affiliate into the entire digital marketing mix – Leverage other channels, gather feedback, and learn from cross-channel insights to go deeper into the digital team framework.
- Don’t worry about the numbers – Early metrics may look discouraging, but focus on understanding the brand impact and repeat the process until you find the right mix.
- Focus on your WHY – not the VALUE these partners bring – When you understand their purpose you will find better ways to work with them. Get relational not transactional!
- Let the data direct you on what to do – Trust your platform data to determine whether coupons add value or if you should focus on influencers at your current lifecycle stage. Trust the data you have in your platform to drive your story forward.
The Secret 7th! Click here to discover the 7th Wonder
Listen to find out more about:
- How Aaron transformed “distressed” affiliate programs from previous failed attempts into multi-million dollar success stories.
- How AI is reshaping the affiliate landscape and why the definition of affiliate marketing is about to change dramatically.
- The psychological approach to affiliate recruitment that treats partners like premium retail buyers rather than promotional vendors.
Key segments of this podcast and where you can tune in to go direct:
[03:28] Aaron’s journey into the affiliate industry
[28:38] The future of affiliate marketing: AI, changing definitions, and the convergence with PR
[34:15] Why brand storytelling beats product promotion every time – the psychology behind affiliate success
Our thanks go to Everflow as this season’s sponsor. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look, here.
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#AffiliateWINS: Your Victory Lap Starts Now!
Join the #AffiliateWINS movement! Share your affiliate marketing triumphs and success stories on social media to help spread positivity throughout the industry.
Time to flip the script: less calling out, more calling UP. Let’s make #AffiliateWINS the hashtag that dominates feeds everywhere!
Ready to brag? Share success stories like these:
- “Just closed our best Q1 ever with the partner who’s been in it with us since day one. Loyalty pays dividends. #AffiliateWINS”
- “Our affiliate just turned a shoestring budget into 5x ROAS using nothing but authentic UGC and love. Small spend, massive returns. #AffiliateWINS”
- “Here’s to the quiet achievers, steadily driving volume without the spotlight. You’re the backbone of this industry. #AffiliateWINS”
Each week on the Affiliate Marketing Podcast, we’re showcasing why affiliate isn’t just a moment—it’s EVERY moment in your business. Share your #AffiliateWINS as we unveil an incredible lineup of guests and features, brought to you by our season sponsors at Everflow.io.
Use the hashtag to shout-out your wins and positivity on social channels or contact us directly with your stories.
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