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The point is this: research your market. Find products, services, memberships, etc. that complement yours. Then you have a market.
3. Send Your Offer to Wrong Person. No one wants to read offers that say, "Dear Publisher", "Dear Friend", or anything like that.
The first, and most important thing about creating a joint venture is to make sure that you send it to right person at right email address.
Although I don't recommend it, you can send your joint venture proposal to someone you don't know provided you have properly targeted your market. This doesn't mean you can send your message to 100s who just happen to be in your target market.
What I recommend you do is this: build a relationship with person. Build a lot of relationships with a lot of people. If you have something relevant to say about someone's newsletter, write him/her.
I get so many bogus offers that when I get something I appreciate, or I enjoy, I always write publisher a complimentary email. If there's a survey, I answer it. If publisher needs help, and I can, I answer.
This is how great business relationships are built online. You would be amazed at how much others are willing to help you when you take time to get to know them.
Finally, unless you know one of "gurus", and very well, I wouldn't advise sending them your offer. Most of them already have joint venture arrangements in place and aren't really willing to work with someone they don't know, or who hasn't made it to "guru" status.
There are plenty of potential partners out there with nice sized mailing lists who are hungry for more ways to make more money. With millions online, you have a wide range of potential partners to choose from.
Remember, it really doesn't matter if you sell gardening tools or ebooks, or anything else for that matter, a joint venture can quickly and easily add to your bottom line.
Jinger Jarrett has partnered with Russ Moore to create the Killer Marketing Arsenal, a membership site offering all the tools you need to market your business for maximum traffic and sales. To celebrate, they are helping to sponsor a monthly contest where you can win over $10,500 per month. Enter today. It's free. http://www.killermarketingarsenal.com/contest.html