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Ultimately, IF you can generate your own traffic (I'm speaking as a program owner here, not as an affiliate) then that IS the best thing. Not only do you 'cut out the middle man' (sorry beloved affiliates) but you also are no longer dependant UPON your beloved affiliates.
As in: what if one of my biggest affiliates, sends me hundreds of fucking sales a month, decides to get married, finds God, his mom finds out, what the fuck EVER, and POOF! There goes my sales, my 'lifestyle', x% of my business. Multiply that and you can see how being 'dependent', on ANY affiliate(s), is a nebulous, shaky affair. Believe me, as a past 'victim' of a single website deciding to no longer display a single link (eggs in one basket lesson here) and losing my entire business overnight (this was back in 2008) I am justifiably paranoid about losing whatever traffic I've worked so hard to build up.
So the only peace of mind you can get as a program owner is to try, anyway you can, to generate your own traffic. Besides, it's not really an 'either or' situation, more like an adding more traffic TOO situation. LOL I mean, whatever you do in terms of getting your own traffic is not going to conflict (or shouldn't) with affiliates traffic. So why not employ both? Seems logical to me. :D
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