Are you tired of struggling to scale your business while keeping costs low? I’ve been there too. As entrepreneurs, we’re constantly looking for that perfect growth strategy that won’t drain our resources.That’s why I’m excited to dive into Russell Brunson’s affiliate marketing strategy today.
His approach to building an affiliate army isn’t just another marketing tactic – it’s a complete business growth system that has catapulted ClickFunnels to extraordinary heights.
Let me share what I’ve learned about Brunson’s methodology and how you can adapt it for your own business, even if you’re just starting out.
What Makes Brunson’s Affiliate Army Different from Regular Affiliate Strategy?
Most companies treat affiliate marketing as a side dish – Brunson made it the main course.
Rather than viewing affiliates as mere promotional channels, he sees them as critical business partners.
These partners become what he calls an “affiliate army” – extensions of his marketing team that multiply his reach without ballooning his costs.
According to the Short Form Blog, Brunson’s core belief is that businesses can dramatically accelerate growth by tapping into existing distribution channels instead of building audiences from scratch.
Think about it: In every market, there are already creators, publishers, and marketers who have built substantial email lists, social media followings, and podcast audiences. Why start from zero when you can leverage these established channels?
How Does the ClickFunnels Commission Structure Create Sustainable Partnerships?
The brilliance of Brunson’s approach starts with the structure of his affiliate strategy.
As outlined on the ClickFunnels blog, affiliates earn a whopping 30% recurring commission for every new subscriber who signs up through their unique link – and this continues for the customer’s lifetime.
This creates an irresistible incentive system:
- For the Basic Plan ($147/month), affiliates earn $44.10 monthly per customer
- For the Pro Plan ($197/month), they make $59.10 monthly
- For the premium Funnel Hacker Plan ($297/month), they receive $89.10 monthly
The beauty of this ClickFunnels commission structure is that it aligns everyone’s goals. Affiliates aren’t just motivated to get one-time sales – they’re incentivized to promote products that customers will love and keep using.
Why Did Brunson Create a Two-Tier Commission Model for His New Ventures?
Brunson didn’t stop innovating with ClickFunnels. His “Secrets of Success” program takes affiliate marketing to the next level.
According to Imminent Business, this newer program offers an even more generous structure with 40% commission for direct sales.
But here’s the genius part – it also includes a two-tier model where affiliates receive 10% lifetime commissions when their referrals become affiliates and make their own sales.
This creates powerful network effects without falling into the complexities of full multi-level marketing approaches. Affiliates are motivated not just to sell but also to recruit other effective marketers, expanding the program exponentially.
How Can You Build Your Own Affiliate Army Like Brunson?
Building your own affiliate network requires strategic thinking. Brunson doesn’t wait for affiliates to find him – he actively recruits them before product launches.
In this YouTube video, you can see how Brunson focused intensely on recruiting affiliates before his “Secrets of Success” launch, with an ambitious goal of enlisting 10,000 affiliates. This pre-launch strategy created buzz and positioned affiliates to promote immediately upon release.
The results speak for themselves. According to a Reddit discussion, Brunson added over 2,000 affiliates to his VIP group in less than a week!
How to Set Up a Free-Plus-Shipping Funnel That Converts
Russell Brunson’s genius? A front-end offer that removes friction and attracts high-quality leads. Here’s how you can do the same:
Step 1: Pick the Right Product
💡 Example: Brunson gave away Napoleon Hill books that led into his “Secrets of Success” program.
Choose an item that:
✅ Has high perceived value but low cost (e.g., books, guides, mini-courses)
✅ Aligns with your core business offer (so customers naturally upgrade)
Step 2: Craft the Irresistible Offer
Your offer should:
- Be free (customers just pay shipping)
- Include a clear value proposition (“Get this $97 book for FREE—just cover shipping!”)
- Have upsells in place to maximize revenue
Step 3: Build the Funnel in ClickFunnels
1️⃣ Landing Page: Show the product + social proof
2️⃣ Order Form: Capture emails + offer upsells
3️⃣ Thank You Page: Provide next steps & more offers
💡 Pro Tip: Pair this with an affiliate incentive, so partners are excited to promote it!
To create your own affiliate army, focus on:
- Identifying potential partners who already have audiences aligned with your market
- Creating an irresistible commission structure that rewards long-term success
- Building anticipation and exclusivity around your affiliate opportunities
- Providing exceptional training and resources for your affiliates
What Innovative Promotion Techniques Make Brunson’s Approach So Effective?
Brunson has pioneered several promotion techniques that make it easy for affiliates to succeed.
One signature approach is his “free plus shipping” offer, featured prominently in his “Secrets of Success” campaign. This gives affiliates an easy-to-promote front-end offer – in this case, rare Napoleon Hill books available for free (customer just pays shipping).
This creates a win-win-win scenario:
- Customers get valuable content for minimal investment
- Affiliates can promote a genuinely attractive offer
- Brunson establishes customer relationships that can lead to higher-value purchases
Another interesting technique involves indirect promotion. As discussed on Marketing Secrets, Brunson’s top affiliates don’t directly promote ClickFunnels as their primary focus. Instead, they create their own training systems where ClickFunnels is recommended at strategic points in the educational journey.
What Can We Learn from Brunson’s Most Successful Affiliates?
Russell Brunson’s affiliate army isn’t just theory—it’s been proven by some of ClickFunnels’ top-performing affiliates.
Looking at the strategies of top ClickFunnels affiliates provides valuable insights.
According to Funnel Teacher, Spencer Mecham (a top affiliate) built his success on four pillars:
- Building an email list through strategic freebies
- Delivering consistent, value-packed content
- Creating community spaces for his audience
- Positioning ClickFunnels as a solution within educational content
Strategy: Spencer built a loyal audience by creating free YouTube tutorials teaching people how to use ClickFunnels.
Tactic: He offered a lead magnet (free ebook) in exchange for emails, then nurtured his audience with valuable training.
Result: Over $1M in affiliate earnings by consistently providing value before pitching the product.
Another top affiliate, Peng Joon, uses a different but equally effective approach:
“Funnel sharing” – openly sharing successful sales funnels with other affiliates
- “Niching down” – becoming an expert in a specific field
- Creating educational courses that naturally incorporate ClickFunnels
- Starting with low-commitment products before introducing ClickFunnels
Strategy: Instead of promoting ClickFunnels directly, Peng created a course teaching funnel-building.
Tactic: His students needed ClickFunnels to implement what they learned, making affiliate sign-ups seamless.
Result: A high-converting audience that naturally upgraded to ClickFunnels without aggressive selling.
How Can Your Business Apply These Lessons Even If You’re Just Starting Out?
You don’t need to be ClickFunnels to apply these principles. Here’s how any business can leverage existing affiliate networks:
- Recognize that affiliate marketing can be your central growth strategy, not just a side tactic
- Design commission structures that reward long-term customer value
- Proactively identify and recruit potential affiliates with established audiences
- Invest in comprehensive affiliate support (training, assets, guidance)
- Create compelling front-end offers that affiliates can easily promote
- Consider implementing a two-tier structure to accelerate network growth
The beauty of this approach is that it allows you to scale while staying lean. You’re essentially multiplying your marketing reach without proportionally increasing costs.
How to Choose the Right Affiliate Commission Model
Not sure how much to pay affiliates? Use these guidelines:
Common Commission Benchmarks
- Digital products/subscriptions: 20-40% recurring
- Physical products: 5-15% per sale
- High-ticket offers ($500+): 10-30% one-time
💡 Rule of Thumb: Offer a higher commission than competitors to attract top affiliates.
Choose Between One-Time vs. Recurring Commissions
💰 One-time payout: Best for low-ticket products (e.g., $20 per sale)
🔄 Recurring payout: Best for subscription businesses (e.g., 30% lifetime commissions)
Should You Use a Two-Tier System?
✅ YES, if you want affiliates recruiting other affiliates
❌ NO, if you have tight profit margins
Are You Ready to Transform Your Business with Strategic Affiliate Partnerships? 🚀
Brunson’s affiliate marketing success isn’t just luck – it’s a carefully designed system that any business can adapt.
By building your own “affiliate army,” offering attractive commission structures, providing exceptional value to affiliates, and fostering genuine relationships, you can transform affiliate marketing from a supplementary tactic into your primary growth engine.
Ready to take your business to the next level with a customized affiliate strategy? I’d love to help you get started! Schedule your FREE content audit session with me today, and we’ll explore how these principles can be tailored to your specific business needs.
Remember, in today’s competitive landscape, the businesses that thrive aren’t necessarily those with the biggest marketing budgets – they’re the ones that build the most effective partnerships. Let’s build your affiliate army together!
