September 4, 2018


Training your team to launch 2400+ ad sets a week

Reality check – you can rarely find people who can start working on your team without any training, and without any documentation.

And if you advertise on Facebook, one of the most common tasks, aside from praying to Lord Zuck, is to launch ad sets.

Andy Shwetzer shared his system in the Ecom Empires group. Don’t be fooled by it being posted in an e-commerce group – it’s all about launching ads on Facebook.

He talks about how to hire, how to train and also touches on how to keep a positive culture and atmosphere in the team, even if it’s remote.

His whole process is interesting to read through whether you already started hiring or not.

Some of our favourite tips:

  • Have a complete database of task-specific training videos. Usually screen recordings of someone doing that task
  • Promote high performers to manage teams of entry-level employees
  • Performance bonuses can be useful but careful with overemphasizing them – not good for people to expect additional pay simply for doing their job correctly.


Skype redesign – the first one that is not worse

Surprisingly, it took one year for Microsoft to realize that Skype is not Snapchat…

One year after it introduced a colourful, Snapchat-inspired makeover which included its own version of “Stories,” the company says it’s now going to refocus on simplicity and it’s ditching stories along the way.

Peter Skillman, Director of Design for Skype said: “Calling became harder to execute and Highlights didn’t resonate with a majority of users.”

Instead, the app is introducing a simpler navigation model where there are now just three buttons at the bottom of the mobile app – Chats, Calls, and Contacts.

It sounds like this might finally be a Skype redesign in the right direction, after many years of what felt like going backwards for the app.

We hope this is indeed the case – although we use Slack as often as possible, Skype is still the go-to for people outside the team, whether it’s for calls or texting.

And most other affiliates are still avid Skype users too.

More call for regulation

The UK’s leading broadcasters and ISPs have called for the government to introduce independent regulatory oversight of social media content.

They argue there’s an “urgent” need for independent oversight of social media, and counter suggestions that such a move would amount to censorship by pointing out that tech companies are already making choices about what to allow (or not) on their platforms.

Arguing that social media companies didn’t do a good job in moderating content that got posted is a valid point after Cambridge Analytica or Russian Ads targeting US voters.

If billions of people have the opportunity to spread their voice with the whole world on a click it’s inevitable that some things will slip through a compliance department. 

What we are sceptical about is that governmental institutions can do a better job. Typically these institutions react quite slowly, and you cannot win the cat and mouse game if you are a fat and tardy cat.

It also still looks a lot like screaming for regulation just for regulation’s sake, without any actual details.

For example, UK’s Digital Minister Matt Hancock unveiled plans to take on the internet’s ‘Wild West” are severely lacking in details.

You could forgive us for thinking some politicians are just trying to score some future votes by talking the talk, without actually ever considering the walk.

Our take on the Messenger vs Email debate

Messenger + bots = email killer some proclaim.

Others are extremely faithful to the old-school email, and they don’t even want to hear about Messenger for one reason or another.

Friday Tenam started a very heated debate when he asked if Messenger is taking over email marketing, in the Facebook Ad Buyers group.

You can find opinions on both sides, and some in the middle too there. Some with good reasons, some with bad reasons… So we thought we’d put our 2 cents on the topic too.

Where do we stand? It depends…

It depends on what you are trying to promote. Many people compare email and Messenger but to us, that seems like the wrong analogy. Email is relatively long form for today’s standards. Messenger is more like an SMS or a tweet in terms of length and how people use the app.

And that’s where you can see when each of the two make sense.

Do you have a longer marketing message you want to send your audience? Like, say… a daily newsletter about news in affiliate marketing? You probably want to do that over email.

It goes to people’s inbox, they can read it all in one place.

What? Are we not in your inbox? Well, maybe you wanna move this email there so you get future newsletters there 😉

On the other hand, if you have a short reminder to send, like an abandoned cart, or an important delivery update, Messenger is really good!

So, because it depends, you have to think about the flow and you have to be careful to not create an annoying experience with Messenger. It’s pretty easy to do that, and even if open rates and click-through rates are high, it doesn’t always mean people like it.

It just means you are contacting them in a place where usually only friends do, not companies.

The main downside we see of Messenger is that it’s owned by Facebook. Or better said, that it’s not owned by you.

You are just using a service provided by someone else and your connection to those users is not as personal as with email.

It feels personal now because you go where only friends usually go… But once Facebook decides to get stricter, you won’t go anywhere. You will just get the ban hammer.

Grant Perry’s comment in the thread summarizes this point very well:

“I’m bullish on Messenger (more specifically messaging platforms) but they’re rented land; only a matter of time before you have to pay to reach those lists.”

The ideal mindset is to not think of email vs Messenger but to think of Messenger as a very different way to reach people.

Even though you look at similar stats like subscribers, open rates, click through rates, unsubscribe rates, etc, they are actually quite different!


Cool tech, (funny) business, lifestyle and all the other things affiliates like to chat about while sipping cocktails by the pool.

Some real-world use for blockchain?

A common application for blockchain tech is digital voting and Japan is the latest to consider it.

The system will rely on social security cards to verify identity and will allow people to vote on “social contribution projects”, whatever that really means.

Not everything went smoothly in the test though.

Some people forgot their passwords… A common problem for many online applications. You also can’t seem to verify if the person showing the card is the rightful owner…

Aside from that, it was difficult to tell whether or not a vote has been counted.

Overall, we wouldn’t exactly call this a smashing success, to put it politely. And because many of you are curious, no, this news didn’t send BTC to the moon.

WHAT THE AFF… is reading

Here at WHAT THE AFF we enjoy reading books on business, economics, psychology, marketing and the likes.

We basically always have one book we are reading and very little off time. The ones we find very good, we’ll share with you.

Thomas is reading I Love Capitalism by Ken Langone

“Langone’s book, published just a few months ago, is his love song to capitalism where he shows how everybody can become rich and successful by sticking to the known traits of hard work, perseverance and having the guts when opportunities present themselves.

His memoirs draw a comprehensive picture throughout many of his projectand deals, with great insights into the world of finance, peaking with his involvement of managing financing and growth of Home Depot.

While it is not as inspiring as Shoe Dog by Phil Knight, who is a marvellous storyteller and entrepreneur, this book still ranks high on our list of memoirs and biographies of business leaders and entrepreneurs.”

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