My point of view is that almost every new CB vendor just rely on the CB market place. Meaning they think that hordes of affiliates will find their product and then promoting it like crazy.
The right way to go would be for instance...
1. Submitting your affiliate program to as many affiliate directories as possible to get the word out.
2. Actively seeking new affiliates/JV partners.
3. Instead of promoting your sales page, start HEAVILY promoting your affiliate sign-up page, using ALL the weapons you have (backlinks, article marketing, forum/blog posts, etc.)