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Whether you like it or not, if you want to sell in this industry then you're most effective marketing tools aren't the hardcore images that you throw up in a gallery or a free site but the words that you use on your website.

Let's face it, everyone in this business gives away hardcore images so potential customers are going to see them everywhere and when you see the same type of images everywhere you go they begin to lose their impact. Just recently here where I live we've had some terrible flooding and a huge tropical cyclone and there have been photos of the devastation popping up everywhere.

At first those images had impact ... they told the story of human misery in graphic detail. But as the days went on and more and more images were displayed in print, on television and on the Web they began to lose their impact. More images of the devastation didn't make us more aware of the plight of our neighbors ... they just turned the incredible and unusual into the mundane and common.

And that's the way it is with the porn images that you display on your galleries and websites. For the most part they're not really going to sell your product ... all they are going to do is reduce the chance that those images may have of making a sale for you.

So what do you do? Well, as I've talked about here in the past, you've got to start using words to get your surfers in the mood to buy what you are selling. Look back in the archives for January and you will see some of the ways that you can use those words to make a sale but there's something else that you need to think about when you're using words.

Words can mean other things. Not only can words have several meanings when you read them but words can also mean other things to the person who is reading them. For example if you're offering a discount on a product ... especially an adult-related product where our potential buyers know that the original product may have been over-priced to begin with ... telling someone that you're offering them 50% off can mean several different things.

To one person it can mean that they are being offered an incredible bargain but to another more skeptical person it can mean that the original price was way to high and even at 50% off there may be little value in what you're selling. Half your surfers may grab the offer and buy what you're selling while the other half may laugh in your face and walk away.

So how do you overcome that buyer resistance? How do you make even the more skeptical surfer want to buy what you're selling?

Make them an offer that even those who have been burnt before might find a little hard to resist. Don't talk about discounts ... instead talk about buying one and getting another free. Buy a month's membership and get a second month free.

Of course you and I know that's just a discount but we're not using the word ‘discount' ... we're not giving the buyers a chance to be prompted to think that our product was originally over-valued and that's why we can offer such a steep discount. What we are doing ... by not using the ‘d' word - is telling the potential buyer that there is real value in the product and we're not going to cheapen the value of the product by discounting it.

Offering an item for sale at full price and then giving the buyer a second item for free is also offering potential buyers a bonus ... a gift ... and testing has shown that potential buyers love the idea of being given a bonus.

And right there is another selling point for some of our products. All too often when we are selling a membership in an adult site we really push what a potential buyer is going to get in the site that we're selling and we mention any bonus sites that come with the membership almost as an after-thought.

We put the emphasis on the great site we're selling and don't say all that much about the bonus sites people might get access to if they join up.

But what would happen if we put a lot more emphasis on the bonus sites ... what if we really pushed the value in the bonus and talked a little less about what a person might find in the site that we want them to join?

Would it work for what you're selling? You may never know till you try it.