The endorser gets a large percentage of any sales that the "endorsee" pulls in as a result of the event - thereby earning a great deal of revenue for little "effort".
These types of endorsements are exponentially more effective than simply advertising - because what makes an endorsement so powerful is the fact that what's truly being leveraged isn't the size of the endorser's "list" - it's the depth of their relationship with their clients.
A relationship that took a great deal of time, money and effort to build.
In other words, a joint venture endorsement is the act of leveraging someone else's reputation so as to produce an unusually high response to a targeted offer.
And believe it or not, it's one of the most under-utilized assets of almost any given business...
You see, it's not necessarily the "product" of any given company that consumers purchase. Consumer's are purchasing what the products represent - be it a "feeling", a "purpose" or even "hope".
Now, beyond that, it's the reputation of any given company that will drive a consumer to buy the "product" from them, and not their competitors. This is why so much time, money and effort is expended in order to build a strong, trustworthy and unique persona around any given business.
When it comes to joint venture endorsements, the most important component of the reputation - or, the component that is leveraged the most - is the "trust factor".
However, this is not to be taken lightly. A well thought-out JV endorsement that benefits the customers in question will be extremely powerful, both in terms of generating profit, but more importantly, it will actually build a higher degree of trust for the endorser (and endorsee, indirectly).
For the simple reason that the endorser will be going out of their way to scout out additional tools, solutions and answers for their current clients - that they wouldn't have had otherwise.
Everyone wins:
• The "endorsee" usually receives a substantial amount of revenue, new customers, new prospects (that they can sell to over and over, indefinitely), and leveraged exposure that simply could not have been produced by advertising (because it leverages the endorser's reputation)
• The "endorser" receives a substantial amount of revenue (almost always more up-front than the endorsee) - for simply leveraging a resource they already have. They, in some cases, may even grow their current client or prospect base due to the "buzz" that an effective endorsement can create.
• The customers receive an opportunity that they wouldn't have either had or known about otherwise, such as an exclusive price, specialized information, or "invite-only" access to a certain offer. Additionally, the customer is being involved within the context of an event, which will hold some entertainment value for them, and possibly a sense of belonging as well.
This applies to several aspects of the endorsement:
First of all, I would strongly suggest downloading the Joint Venture Checklist
Endorsements are a very broad topic, and though we don't have enough room to get into the details, the following is a brief guideline for conducting an endorsement JV:
(These are written for the "endorsee", but the principles apply to everyone involved...)
• Make sure that your message will be targeted. Only approach businesses that reach your precise target market. An untargeted (or "sort of" targeted) offer simply won't be worth the time of setting it up.
• Put your potential partner under the microscope. Talk to other people that do business with them. Buy their product or use their service (beforehand). Join their newsletter. Take a very good look at how they treat their clients. Remember, the only endorsements worth doing are those with another business that has an impeccable track record and a strong relationship with their client base at large. Go with your "gut instincts" on this - you'll usually be dead on...
• Use proven copy. This is the most overlooked part of any endorsement. Test your endorsement mailing and/or sales letter before you move ahead with the JV. If you're doing this online, you can easily test your salesletter by directing PPC traffic to the landing page. If you're planning on doing it offline, run some classified ads, or possibly a small direct-mail campaign. Once you have proven copy, you can also test the endorsement by having your JV partner send out two or three "test" mailings, to small portions of their "list".
Note: This isn't some sort of flaky "smoke and mirrors" game. It's serious business. It has been continually proven that even by changing ONE word in your headline, you can change your response rates dramatically. I'd really recommend learning the mechanics of copywriting, which is clearly explained in "The Secret Weapons of a JV Master".
• Get Serious. Joint Ventures are not to be taken lightly. Just because it's "free" doesn't mean that you should haplessly throw something together and hope for the best. In fact, JV's are far more serious than simply advertising. Both your own reputation and the reputation of your partner are on the line - literally.
• Work Hard. Make sure your promotion will be a smoothly-oiled "machine" - and make sure that you double-check every last detail before you "broadcast". Just think about how much the wrong phone number or "order link" could cost you!
Always remember how much of an advantage you'll truly have by leveraging the resources that took someone else years to build. Don't waste the opportunity - give it 110%.
• Cover your Butt. Make sure you and your partner have an agreement in place that protects both of you should anything go "wrong". Also, have a plan in place regarding:
- Dealing with refunds
- Payment schedules
- Tracking sales
- Who's responsible for what
- When does the partnership end
- Who gets what (ie. client lists, intellectual property, etc.)
- Non-Disclosure agreements regarding sensitive information

For more useful tips & hints, please browse for more information at our website:-
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