Page 47 - AVN December 2013

The new breed of smart consumers will, however, pay for fantasy. They will also pay
for information, knowledge, and entertainment. They will pay heavily to ease their fears
and to fulfill their curiosities. The magic of the internet is that it lets them do this pri-
vately and anonymously and this is where the studios reign supreme. It’s what they want.
Give it to them.
My company Elevated X sells software that powers paysites, lots of them. If you’re
reading this, chances are we power your sites or those of several of your competitors.
After 14 years in the paysite business, in March of 2013 I started a service called Pay Site
Optimizer to help people formulate sales strategies and optimize their websites to make
more sales. The service was an instant hit. For the first few weeks all I did was analyze
websites all day long, including some of my own customers who happen to be award-
winning studios—and then I ripped them apart. My reports pointed out every flaw,
every missed opportunity, every gaping hole (no pun intended) and every way their
competitors are outselling them.
I was shocked at what I saw. Every site was basically the same. I looked at just about
every studio’s site, and I saw (and didn’t see) the same thing on just about every single
one.
What I did see was an abundance of more or less the same content dumped into a
library for download. I saw basically a paid tube site with a lot of the same canned con-
tent available on the free tube sites being presented in basically the same exact format.
It’s no wonder sales are down.
What I didn’
t see was more telling. I didn’t see any personality at all. I saw no men-
tion of owners, directors, or anything that made the site feel as if there was anyone
behind it. I saw sites belonging to well-known, highly awarded directors with huge fan
bases—and not one single mention of the director anywhere on the site. Not one single
site I saw formed a connection with the customer in any way and not one single site
offered any sales angle aside from mass downloading of content. I saw nothing that tied
the site or its content to a fantasy, nothing that appealed to people’s emotions to arouse
them or pique their curiosity and make them want to pay.
On Digital Playground I saw a list of their contract girls at the top and thought “cool,
Jesse Jane” and clicked her link thinking I would see a nice interview with her, maybe
some really cool exclusive BTS content or something unique not available anyplace else.
Nope. Instead I clicked and got redirected to the join page. If I were a surfer I would
have exited right there.
On all the sites I visited, not one had a welcome video and there was no mention of
anything you couldn’t see on any other. What’s worse, even the studios that do still pro-
duce features, scenes for couples, and fantasy-focused content don’t make any mention
of it on their tours and opt instead for (shocking, I know) showing the same exact thing
shown on their competitors’ sites and on free tube sites.
So you might ask, why should anyone want to join your website? It’s harsh but the
answer is that they don’t. Normally this would be bad news but it’s actually good news.
The reality is that people DO want to see your content—they’
re just not convinced they
want to pay for it. And what I’m about to tell you will make you happy: There are shit-
tons (no, that’s not a real word, so I have to hyphenate) of people who will pay for your
content. Possibly more people than ever will pay for your content if you package it and
sell it to them correctly.
A guy wants to fuck his wife tonight with your videos playing on his TV via his Apple
TV via Airplay using videos he downloaded onto his Macbook or iPad from your web-
site. A college girl wants to eat popcorn and browse your site with her roommate to
learn how to wow her boyfriend. A soon-to-be bride wants to put your videos on in the
background during her bachelorette party. Her soon-to-be husband wants to watch them
on his mobile phone to learn how to get her to be open to more kinky things. A college
kid wants reassurance that girls will be okay with his average-size dick. A middle-age
couple is fantasizing about swinging. A bored husband wants to learn how to introduce
sex toys to his marriage. A newly divorced woman is exploring her bi-curiosity and get-
ting ideas on how women please each other.
This is your new audience. Put on your best outfit, meet them, greet them with a
smile…and take their money. ||
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