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Two Christmases ago I tugged on one of those paper crackers and after a small bang, out popped a piece of yellow paper the size of a credit card.

On one side was a riddle that didn't make much sense, but on the other side was an 'Inspirational Quote' that made a lot of sense.

So much so, that I still have it in my wallet.

This is what it said: "The shortest and best way to make your fortune is to let people see clearly that it is in their interests to promote yours".

I'm constantly amazed to see affiliate programs that offer 20%, or even as little as 15%, to their affiliates.

It is generally accepted that the production of any information product is only 10 percent of the whole process.

What's the other 90 per cent? Marketing!

My own affiliate program gives 50% commissions, and I wouldn't dream of offering less. After all, who makes the sale - me or the affiliate?

It may be disappointing to see 50% of your sale price going to your affiliates. But it's worth remembering this: without your affiliate, that sale simply wouldn't have occurred.

Of course, there are many other factors involved in building a successful affiliate program, but this is the first and most important: make your affiliates your equal partners, because they'll be doing 90% of the work.

(c) 2002 by Michael Southon