Great post, Rob ... and follow up, Michael.

From my stand point, whether you're trying to attract potentially strong affiliates into your Affiliate Program, or looking for reputable JV Partners for the long haul ... it absolutely amazes me when even the most accomplished merchants come to me 2 weeks before a launch and ask me to 'work my magic'. In the majority of cases, even if you're simply going the affiliate route, it's pretty well known that the stronger potential partners are booked 4 to 6 weeks in advance of a promotion, and those they may save a spot for are usually in their JV Network.

In my honest opinion, whether affiliate or JV partner ... the best time to win their interest and create a rapport is during the early phases of an upcoming promotion when the buzz is just starting to pique interest. Even better, support the launches of those you wish to win the attention of before your launch is announced to begin the relationship building process and hopeful reciprocation when the time comes. JV relationship building should be a 24/7 process ... not solely when you're looking for launch support.

I've had the luxury of working with major partners over the years that started out just regular first time product launch merchants, and by working one on one with productive partners, building relationships and reciprocating, and adding to this 'inner core' circle launch after launch ... they now have their own JV Network ... a strategic alliance of capable partners that know each other, help each other with all facets of product creation and promotion, and almost always support each other. It's well worth the time and effort when you realize the potential results.

Cheers,

Mike