86. Spreading The Wealth Through Partnerships with Laura Sprinkle
Summary
When you know your values it’s easier to see how you align with others. It’s easier to see the value in their programs and services. And it makes recommending them a natural and obvious decision.
And when you do so, the money will flow - both to you and within groups of people whose values align with your own. Whether you have a list of 40 or 400, you can benefit from strategic partnerships like affiliate programs.
In this live POTP Community recording, Erica and India are joined by Laura Sprinkle to talk about:
How partnerships have the potential to redistribute wealth,
Getting over the discomfort of making the ask, and
Increasing your capacity to receive.
After the Episode
Sign up for Laura’s Affiliate Bootcamp
Quoted
LAURA SPRINKLE
“I only partner with people who align with my values, so I’m only sending money to people who are doing awesome in the world.”
“If your relationships are only with those that look, live, and love like you, you’re only distributing wealth within that pocket.”
'“There’s nothing to be ashamed of with wanting to make money and do well.”
ERICA COURDAE
“What you’re doing feels like an extension of what financial equity can be.”
“You can have that small but mighty list of people that believe in what you do and know the value of it to make an impact.”
“We’re shifting who we present as authorities as we shift what's possible.”
“Your ethics don’t automatically change just because you’re selling something you believe in.”
INDIA JACKSON
“To see what it looks like to have people that are treating your launch like your own is incredible.”
“There’s something about going into a program knowing that no matter what you’re going to get something out of it or learn something from it or transform in some kind of way.”
“Partnerships go beyond the affiliate link.”
“If you don’t know what you will and won’t support, you’ll end up selling anything. That’s the quickest way to lose trust from your supporters and community.”
“When you’re an affiliate you have the opportunity to sell as a whole human through your personal brand.”
“Is what you’re going to say after the ‘but’ necessary?”
Episode Notes
MEET LAURA SPRINKLE
Today’s guest, Laura Sprinkle teaches entrepreneurs how to grow their businesses using strategic, high-touch partnerships through her signature training, Rock Your Affiliate Program™.
She’s helped industry leaders such as Amy Porterfield, Selena Soo, and Todd Herman build their partner programs, has seen over $12 million in partner revenues come in through her methods, and supported thousands of partners across dozens of industries. Her motto is “Partnerships First, Fun Always,” and she sprinkles that message throughout everything she does.
Laura’s been mentioned in Amy’s Online Marketing Made Easy podcast and has been a featured expert for Selena Soo’s year-long mastermind, at events, and on podcasts. She loves sharing about affiliate partnerships, thoughtful business connections, branding, and marketing. She lives in Portland, Maine, and you’ll usually find her sipping on a maple latte at her favorite coffee shop, or at the park chasing her daughter Cadlee. (You’ll recognize Laura by her infectious laugh.)
MAKING MONEY BY SHARING MONEY
Laura believes that partnerships have the potential to redistribute wealth. As an affiliate partnerships manager, she only partners with people who align with her values, which means she has the opportunity to send money to people who are doing awesome in the world.
Erica says that what Laura’s doing feels like an extension of what financial equity can be.
Laura agrees, saying that people primarily get in business to make money, which is not a bad thing. And then as you start to work more you also want to get results for your audience. You ask whether you’re actually delivering on a product that delivers on its promise. A lot of people look at partnerships or affiliates and say, they’re taking 50% of MY money. I empathize with that and also believe there’s a great opportunity for a reframe there.
If you’ve got 5 people that are really excited about what you’re doing and title that “spreading the wealth,” you can be filled with gratitude rather than scarcity. She points out that if your relationships are only with those that look, live, and love like you, you’re only distributing wealth within that pocket.
You can make an impact with that small but mighty list of people that believe in what you do and know the value of it. To see what it looks like to have people that are treating your launch like your own is incredible.
Well-known affiliate program leaders Marie Forleo and Amy Porterfield have both canceled their affiliate programs for next year. There’s now this great opportunity who don’t have that kind of reach to get their five business best friends together to help each other grow.
India follows up by pointing out that there are people out there whose entire business is launching programs through others’ affiliates. Now that may look like $300,000 on the table they were once making and aren’t anymore. They’re now looking at what else is out there that’s aligned and can help both businesses thrive.
MAKING THE ASK
Laura shares that she’s struggled with anxiety and depression her whole life. A quote she once heard that stood out to her is that the opposite of depression is connection. She sees affiliate programs as a way to help givers also receive.
It’s also important to not think about business and life as zero sum games, she says. The earth is all formed through connection.
A POTP Community member shared that she feels more comfortable sharing a referral without an incentive or kick-back. Erica asks Laura: What keeps us from asking others to promote our businesses?
Laura believes it’s the discomfort of asking. Questions come up like:
Do they want to share my program or service?
Will they be willing to?
Is this good enough for them to promote?
Will they market it?
Do they truly believe they can make money on it?
India remarks that she feels like what Laura does so well is help people see they are valuable and worthy of support. We all need that reminder.
A lot of people who identity as highly sensitive or empaths have an opportunity to expand their concept of worthiness and ability to receive, India says.
Another member asks whether you should be an affiliate if you haven’t used the product or service yourself.
Laura thinks it’s fine to sell as long as you have a deep understanding of the work and what’s being sold and alignment with the owner. If you haven’t already used it, she recommends you start by sharing in your promotion: I’m going to do this, so let’s work on it together.
Erica’s quick to point out that as consumers we shouldn’t be approaching things from a state of mind that if it worked for someone else it will work for us. You must take responsibility for your own results.
Laura agrees sharing that when she started in business she paid money to someone else thinking they would save her and that’s just not how it works.
PARTNERSHIPS - A WIN FOR THE WORLD
Laura continues by asking Erica and India if they’ve ever received coaching and healing services that changed them. When they both affirm, she points out that by spreading that person’s message and getting it in front of more people can be a win for the world.
Erica says that she learned very early on how to get what she needs out of something. What you get out of it won’t always be positive. A benefit can be seeing what doesn’t work for you.
There’s something about going into a program knowing that no matter what you’re going to get something out of it or learn something from it or transform in some kind of way. Erica follows up by talking about India’s work.
She says that India looks at marketing and visibility in a way that’s purely about showing up and allowing the world to see you and reflect back to you what’s there. She completely flips the industry’s way of telling you that you have to do it. Though we’re told we have to market in a very specific way, India allows people to market differently provides equity because it allows you to show up as you. It allows you to be seen and sell your shit and not feel weird about it.
India reflects back on Erica’s work.
She says that knowing who Erica is and working with her removes the shame from racism. It allows us to see the system that’s made us this way.
India sees much of Erica’s industry as a dominatrix that’s constantly whipping people making them feel shame. That detracts people from being able to make the change they want to make. There’s so much impact when people invest the time and energy into what Erica’s doing that goes far beyond even their own shame and guilt about it to facilitate opportunities, create revenue, and allow people to show up in the world and not be judged.
Though uncomfortable receiving this positive feedback from each other, Laura points out that it’s so much easier for people to say things about you and make the sales. It comes across differently when someone is saying those things about you.
This is why partnerships truly go beyond the affiliate link. It’s seeing what makes people unique and shine and putting that in front of others.
INCREASING YOUR CAPACITY TO RECEIVE
When you’re approaching someone you want to partner with, it’s important first to get clear on the intersection of your values and theirs. When you don’t know your values it becomes too easy to sell anything and that’s the quickest way to lose trust from your supporters and community.
That’s not to say as an affiliate you won’t experience mindset issues. Laura sees this all the time and recommends when facing a selling block to ask yourself: Why is this a win for them? Why is this a win for me?
Your ethics don’t automatically change just because you’re selling something you believe in. It can actually be a relief because you’re providing a logical solution to someone without them having to search for it.
If you’re saying you’re not going to get started with an affiliate program right now, that’s fine, but where are people offering support and you can practice receiving in small ways? That is going to help you start receiving in larger ways as well.
Language is a particular are we should be paying attention to. When we add in filler words like “but” and “just” we’re watering down our message. Try switching out “but” for “and.” When checking in, practice saying, “I’m checking in to…” instead of “I’m just checking in.”
There are words we use on a daily basis—especially as women and minorities—that sometimes we aren’t even aware of that negate from what we’re saying. Short, to the point, and declarative is enough.
If you’re interested in learning more about affiliate programs and getting started, you’re invited to sign up for Laura’s Bootcamp happening on February 1-5, 2021. This program is sure to show you how powerful it can be for others to sell for you.