Typically, the affiliate marketer utilizes a 3 step formula for promoting an affiliate product but this may vary - typically affected by the source of the traffic and whether the traffic is 'warm' (they have interacted with the affiliate previously and there is some level of trust) or 'cold'.
Step 1 is to drive traffic to a squeeze page (or opt-in page) where the affiliate collects the customer's email address to add them to their list for future e-mail marketing and follow up. In exchange for obtaining the lead's email address, the affiliate typically offers the lead a bribe of some sort called a 'lead magnet'. This could be in the form of a free review, some free training or a valuable resource, an ebook, bonus or a discount offer - anything of value to the prospect that would entice them to give up their email address. This page also results in a micro-commitment by the customer and is the next step in transitioning them to a conversion goal. (Dropping a retargeting pixel here is smart as you can do retargeting advertising very cheaply and win over many of your prospects that did not opt-in).
Step 2 is pre-framing the client by sending them to a landing page where you pre-sell the end product by focusing on the benefit or solution to a problem that the product will provide.
Tip: Do not focus on or 'sell' the product itself - paint a mental picture of the outcome that the product will provide.
Step 3 is sending them to the vendor's sales page where the vendor will sell the person on their product, take payment and deliver the product.
Creating the squeeze page and pre-sell page is something the affiliate has to create along with creating the accompanying sales copy on each page. The easiest and best way to create and host these pages in my opinion, is using ClickFunnels. If you need help in creating high converting sales copy (including emails), I recommend using Funnel Scripts which is amazing.