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Here is an interesting little exercise to do the next time you take a break for a coffee ... work out how much it costs you to get each hit to your sites and then work out how much it costs you to make a sale.

As business people we should all be aware of how much it costs to get people to our sites and how much it costs to get one of them to buy what you're selling because those are genuine costs of doing business and we should all be aware of our business costs.

But what do you do with those figures when you work them out? You work hard to reduce the cost of getting people to your sites and you work hard at reducing the cost of making a sale. But how do you reduce those costs?

Well it's long been known over in mainstream that it's far easier ... and so it costs less ... to make a sale to someone who has already bought something from you in the past. Over there in mainstream you work hard at staying in touch with those who have bought from you before or who have expressed an interest in what you're selling and you make a special effort to market to them.

Those people are far more likely to buy from you again ... or make their first purchase from you ... and so you market directly to those people by emailing them offers and inducements. Marketing to those people costs a lot less than developing marketing campaigns that may ... or may not ... attract new clients.

But here in adult we often seem obsessed with getting people in and then getting them off to the sponsor as quickly as we can without trying to engage them and keep in contact with them. So instead of building up a base of satisfied people who may buy from us again at a lower cost per sale we keep on shelling out our hard-earned money to attract new potential buyers.

Of course we're going to have to keep on trying to attract traffic to our sites so that we can make sales and that's going to cost money but why not add to those traffic numbers with visitors that not only cost less to get back to our sites but are more likely to make a purchase?

If you have no mechanisms in place to identify those who are more likely to buy what you're selling then it's all but impossible to know who has bought from you in the past or who may be interested in buying what you're selling in the future. Over in mainstream if you're the merchant then you don't have a problem with that at all ... you've at least got their email address.

Other ways of identifying people over there in mainstream who are more likely to buy what you're selling is by encouraging people to sign up for occasional news letters ... follow you on Facebook or Twitter ... or register for some special deal such as a discount code.

Let's face it ... it's relatively easy to do those things when you're marketing in mainstream but not so easy in adult. But that doesn't mean that you shouldn't be doing it because anyone who wants to receive your marketing message has got to be a more valuable and cost effective lead than someone who surfs into your site from a link list or a TGP.

Those people are always just one click away from leaving your site but I would suggest that people who are looking at your marketing message because they want to are more likely to stick around and ultimately make a purchase.

So what can you do to encourage people to become more willing to buy what you're selling? Why not develop a double opt-in email list that people sign up for so that they can receive a softcore image in their inbox every other day or maybe once a week.

Perhaps you could entice them with the offer of a black label version of your free sites or galleries as an inducement to get them to sign up. I would suggest that you would need to be very careful to have a clear ... and working ... opt-out link on every email you sent out. If you're going to show them hardcore content you should also have some mechanism in place that requires subscribers to clearly state their age.

You might also need to reassure would-be subscribers that they won't get flooded with emails and that you will always use discreet subject lines that won't attract a lot of attention.

People expect to get ripped off when they deal with this industry so you would have to put a lot of effort into reassuring them that they're not going to be shafted if they sign up for an email list or anything else that you might use to identify people who are going to be more likely to buy what you're selling.

It's going to be slow work building their trust but that doesn't mean that you shouldn't do it and it doesn't mean that you shouldn't be looking for other ways of finding cost-effective ways of reaching the people who are more likely to buy what you're selling.

It might be slow work but it makes good business sense to do whatever you can to cut your costs and improve your chances of making a sale.