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Assuming you already have an affiliate program in place...
The best place to start is with your site's visitors - put an "Earn Money" link at the top of your site and an 'Affiliate' link at the bottom that point to your affiliate page where they can sign up for your program and grab tools they can use to drive traffic to your site (graphic ads, PPC ads, email templates for their own lists, etc.).
If you have a mailing list, send a message out to your subscribers to entice them to join your affiliate program and make money.
Next, submit your affiliate program to lots of affiliate program directories you find on Google so affiliates will find out about your program.
If you're using a network like Clickbank, PayDotCom, etc., make sure you've got a good ad in the marketplace there that'll attract affiliates searching for new product's.
Once you get good affiliates, keep 'em by offering a reward for super affiliates. For example, you could offer affiliates who bring in 100 - 150 sales per month an extra 10%, over 250 sales an extra 20%, etc. or whatever would work as an incentive bonus.
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