contacting you about your affiliate program or, most typically, submitting their appli- cation to join your affiliate program. Secondary Secondary calls to action provide an alternative route of action for your pro- spective affiliates or those who may not be ready to take the primary action. Are you going to be inviting them to contact you anyway, providing them with enough of con- tact information and motivators to get back with you? You could also include an offer to at least exchange links or a hint at the fact that you may be open to other partner- ships (for example, a synergy of a placement fee + a CPA model). Post-primary This is the call to activation you should have in the approval email you send to the affiliate who has just been accepted into the program (I covered this earlier, not classifying the CTA as such). Examples of motivators on the level of post-primary calls to action would be a commission bump, a cookie life increase, or a monetary bonus in exchange for them putting your links on their websites. 202 B RU S H S T RO K E S As an affiliate program manager, you want to be using all three types. It won't take more than 15 minutes of your time to put the secondary and post-primary CTAs in places where they belong, and you'll be pleasantly surprised with the results. Sample Announcement It is hard to find a good program announcement, but one did catch my eye. It was the