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Originally Posted by rhetorical
You are right. There is no rule. But there are prudent tactics for success. The first "suggestion" I would make is "Why buy traffic when you can get it for free?"
Affiliate traffic is the number one most expensive traffic you can buy. As a small business it is best to avoid it where possible. There are also way less expensive ways to get focussed traffic than affiliates. When those avenues have been explored and are producing, then it is time to consider affiliate marketing.
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We've had this same discussion before so I'm not going rehash the same points all over again.
You talk as if using one excludes another and that's just not the case. The independent amatuers that are making the most bank are utilizing every promotional avenue available ALL AT THE SAME TIME!