CPA Networks » Negotiating: Perspectives & Leverage

CPA Networks

The right frame = the right outcome.

Negotiating: Perspectives & Leverage

Contrary to what you might think, CPA rates are often negotiable. But that's not all we're here to discuss. We'll get to haggling rates down the road.

First, let's look at how to get what you want from an advertiser.

The key: properly framing yourself to show that a relationship with you is in their best interest.

Since you've already decided you want to work with them, now put yourself into their shoes: what's in it for them?

Your magazine has:

The demographic they want to reach.
A large circulation.
Interested readers, not just casual website visitors.
The ability to feature their offer and brand differently—and better—than any website, YouTuber, Facebook or Instagram post.

We've looked at length at what can be a part of your offer, so we won't belabor that point.

The first question to answer is:

How Deeply Do YOU Want to Work with their Brand?

Do you just want a simple affiliate relationship? Do you want something bigger?

Not every brand needs or even deserves something bigger. Most don't. Most brands are JUST going to be affiliate advertisers to you; that's great.

Some though... some are so squarely in your magazine's wheelhouse and/or so strong as brands, you want something bigger.

In those cases, there are going to a couple of steps to your negotiation.

Now before we go there, I'd ask to you please embrace this concept, and embrace it deeply: Some will. Some won't. So what? Next!

The first step is figuring out if the brand is open to building a relationship, as discussed in the prior section.

If they are, great; if not, and you like the brand, apply to the program, and keep moving.

Once you've found some brands you want to explore deep relationships with, it's time to start talking to them.

Your Initial Contact

Notice I said, "talking." Not "emailing." Whenever possible start your discussions by phone.

100% of the best relationships we've built with brands over the years have come in part because of Olde Tyme phone calls and even in-person meetings.

(That's part of the reason I make an annual pilgrimage to Affiliate Summit West, but that's a story for another day.)

So, how do you get that initial phone call?

Ideally, if the brand you want a relationship with has a phone number on their affiliate info page, call. them.

The purpose of the first call isn't to do a deal on the spot. You're trying to establish your credibility with them, get them giving YOU something, and setup future communication.

Here's an example of an initial phone call our favorite magazine publisher, Tammy Tortoise, makes to Sally Robertson, an advertiser...

"Sally Robertson speaking."

"Hi Sally, Tammy Tortoise here. I'm the publisher of Turtle Waking Today Magazine. Are you the right person for me to speak with about the XYZ, Inc. affiliate program?"

"Yep. That's me!"

"Oh, good. I'm calling because we're about to apply for your affiliate program in ShareASale, and I wanted to introduce myself first because we think our magazine is a really good fit with your brand. Do you have a minute?"

"Sure thing, Tammy! What's on your mind?"

"Since we're an iPad / Android-based magazine, we're not the usual run-of-the-mill website. Turtle Walking Today is a magazine App. We've got a circulation of just over 50,000 readers."

"50,000 readers? For a Turtle Walking Magazine? That's impressive."

"Thank you. We're pretty proud of it. The magazine is really the centerpiece of our brand; other than the magazine App, we also have an email distribution, Facebook page, Instagram page, and weekly podcast.

"The biggest thing we're looking for at the moment are advertisers who have large—I mean really large—creatives. The bigger the better pretty much.

"We can talk about putting together something special in the other channels for your brand at some point, but for now, I'm calling to see if your company would like to have a full page ad in the magazine."

"A full page ad? Wow. That sounds great! What size ads are you looking for?"

"A full page ad is 768x1024. A two-page spread is 1534 x 1024. I'll send you the specs via email when we're done, too, just so you have them."

"Wow. We definitely don't have anything that big. I'd have to go to my graphics team to get that done. What's your publishing deadline."

"Next issue hits the App store November 3rd. Obviously, we need a little lead time before that to get it placed, so let's say October 20th. Can you deliver something before then?"

"I think so. Let me get back to you."

"Great. Once we've got that ball rolling, we can look at some of the other ways we can feature your brand to our readers.

"It sure seems like your organic, free-range, gluten-free line of turtle leashes will be well received by our readers."

"I think so, but did you notice we also have a special arrangement with Nike? They're making a new line of turtle shoes exclusively for our brand. That might do well, too."

"You're right. That sounds great. Where can I see the details?"

"I'll reply to your email with a direct link to the offer."

"Great, thanks. Good speaking with you. Looking forward to working together."

"Same here. Thanks for the call."

How You Got Leverage: Setting Frames, Deconstructed

Let's deconstruct a few things here.

First, the opening shot was to establish:

Are you dealing with a decision maker?
You're a publisher not a webmaster.

You're establishing scarcity and authority frames here.

Next, you showed your street cred, specifically:

Your magazine has real circulation.
You have other distribution channels, too.

You're establishing a desirability frame here.

Next, you're giving a glimpse to her that you have something unique.

Large ads
Possibility of her gaining access to these other channels.

You're establishing an "ownership" frame for them here, where they see their ads in in your magazine.

Then, you're bringing it all together.

They're playing by your deadline.
She's getting her team to work for you.

Your piece de resistance: in minutes you've gone from "OMG... will they even approve me??" to them doing work for YOU, wanting to get access to what you have, and setting up a direct relationship with a brand.

With ONE exception. Every call I've had with an advertiser or affiliate manager has been some variation of this.

You can do this.