First of all: it's a cognitive bias.
The term "pay" belong to something you give for an item, like going in a shop.
No, it's an investement. Nothing "to pay".
However, in a first instance most of the people do not have money to spend on advertising, on paid traffic, on tools.
So here's a practical guide, better a list of tips.
Firstly: identify a niche. better not jump in a reasearch of the markets if you don't know how to do. Go to clickbank, look for weight loss and choose weight loss for office women, or white collar etc.
Then choose which prducts to promote that suits the need: try Mike Geary or someone with high gravity.
Choose an autoresponder, like Getresponse or Sendlane, which gives a trial period and allow to build squeeze pages inside the autoresponder itself.
Go to the Affiliate section of the vendor and there you can find some giveaways to give to your potential leads in exchange of their mails.
Also you can find list of email swipes to put in your autoresponder to promote the product and give value.
As an example when i started affiliate marketing i used to promote weight loss programs made by mike geary. Cause he provides a very well materials, etc.
Then you need to deliver TRAFFIC to your opt in page.
If you're just a beginner i do not suggest you to dive in the Seo stuff. Cause it takes months.
And raking an opt in page is quite impossibile.
You can use 2 different methods:
Youtube Traffic & Forum Traffic.
Youtube is a the mostly misunderstood platform: the majority of the people try to earn money usind adsense and earn cents for visualization. Very poor, instable technique.
You can do far better.
Build videos regarding your niche, and put in the description the link to your opt in page. You can write a sentence like: "FREE Weight Loss program for busy people: go to www.blablabla.com"
Apply good tags, etc.
Which videos? you can record by your own, putting some of the material you find in the affiliate section in a video format, or you can take some plr for 1 buck, and record it with screencast or camstasia or by saying with your voice.
Or also you can search for "creative commons" videos and mix them and upload them.
What about Forum Traffic?
Just google your niche + forum and register there. Contribute to discussion, give value, start valuable thread and act as you want to give your knowledge free.
Put more or less the same sentence as a signature. People who will find your knowledge valuable will opt in in your opt in page.
What about the Opt in page Itself?
Less is more. The most important thing is the HEADLINE. Your headline has to be compelling, speak the audience's words, catchy and tell the "truth well said".
It does not have to sell in a scammy way, it has to hit the pain
I mean talk about the potential lead's needs, amplify it and give a solution.
After that in the mails, give that solution but in a smart way: the structure, let the products you sell to complete the puzzle.
So if you are consistent you will see a constant flow of traffic, leads, and item sold on some extent: reinvest the compounding in the solo ads. So you can reinforce your list.
You have to continue to study, go deep and learn, also shift to paid traffic asap: you need to have metrics of what you invest to make a living.
Rinse and repeat.