You must have a back up response if you want to maximize your affiliate revenue. This is because no matter how well you write, not all your readers will deliver your most wanted response and for many reasons...
They may not know enough to take such a decision at the moment
They may want to investigate other sources first
They may not be comfortable with your request
They may be too busy at the moment
They may not have the resources to deliver your most wanted response
They might have been interrupted while they were about delivering your most wanted response.
The list goes on...
If you stop at having just a most wanted response, you're missing out. This is especially true if your most wanted response is to get a sale. A backup response helps you do mop up.
If your most wanted response is that they subscribe to a list, your backup could be to build brand recognition. This will make you use a name or trade mark consistently.
If your most wanted response is to make a sale, your back up response can be a subscription to your newsletter.
The nature of a backup response is that it is an easier demand than the most wanted response. It is best if it costs your prospects nothing to deliver. You must also ensure that it improves and increases your chance of getting to deliver your most wanted response at a later time.
I have just scratched the surface here. If you want to learn more about how to do this effectively, look for a great book on the on the act of preselling. It will teach you all you need to know about most wanted responses and backup responses.
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