Marketing Your Best Seller 131 in exchange for a percentage of pro昀椀t (15–20 percent is standard). For example, suppose you have a pizza business and you create an a昀케liate relationship with a rental store across the street. With that relationship, you can drive business to each other. It can be two- way or one- way tra昀케c. You might put a coupon for movies on your pizza boxes, or you might o昀昀er them a percentage of whatever business they bring you. 吀栀ere are several ways to struc- ture the relationship, but the idea is the same. Your cus- tomers trust you and rely on your services, so what and who you recommend to them is coming from someone they trust. Let’s say you have a friend who writes a weekly email to her database of 10,000 people. You might ask her to write a review of your book. 吀栀en you create a code for her, so that anyone who buys your book types her promo- tion code, and she gets 20 percent of that sale. A昀케liate marketing really motivates people to get behind you, especially if they believe in your message and think they can make money by helping you. 吀栀e key here is to be generous enough so that they will stay motivated. It will not serve you to be cheap with your a昀케liates. 吀栀ey are basically gifting you with word- of- mouth marketing, which, in spite of zillion- dollar ad campaigns, is still the most powerful form of marketing out there.