Seth Godin coined the phrase Permission Marketing and in porn it is even more essential to understand than any other industries because of the immensely personal and private connection vendor and buyer has.
The idea is simple. Nowadays, Interruption Marketing is dead. We are faced with ads everywhere. All over the web, TV, posters, bus tickets, even the pavements. Because these ads are everywhere, people have stopped paying remembering them. Worse, mainly people don’t look at them. Worse still, DVRs and adblockers etc have made it so people don’t even SEE your hand-crafted, beautiful ad. So what can you do? You can try asking permission to talk to your potential audience.
You try and turn strangers into friends and friends into customers.
Or, you do what you are doing at the moment. Shout at them BUY PORN. And they, oddly enough, don’t bother. Imagine you are at a singles bar. Your current approach is to run up to every single girl and literally SHOUT in her face “CAN I FUCK YOU?”. Funnily enough, she says no.
My approach is to go up to them and smile. Ask their name. Ask if they would like a drink. Have a chat. If you get on, maybe ask for her number. In a few days, call. Ask her to dinner. Get to know her, have a nice meal. Maybe a kiss at the end. Then another date, then on the third date, you seduce her and have great amazing sex.
Which approach is more likely to get your nuts wet?
I have found through much experimentation the best way to get this permission, to get them to put their hands up, is through email marketing. But how, I hear you both cry, how do you do that? I shall explain. You bribe them with something. Simple.
It could be a zip content folder. It could be a exclusive video clip. It could be a pair of knickers. Anything. You say:
Hey Potential Customer, I know you are really busy and all, but I would love to send you some FREE PORN PICS each and every week. And, I want you to realise that we are a lovely porn company, so just for signing up, I will give you a GIG of free pics and videos. Just to say thanks.
And then you send them the content. And then you send them, once a week, a newsletter that has one gallery and one movie clip. (And lots of sales messages.) That’s it. It’s not even hard. You ask permission to mail people, they give you permission, you then mail them. You never spam them. You never give, rent, sell or fuck with their privacy.
I have used this approach at Playboy UK and for the last 2.5 years at 3wayscash.com. It builds up lists that break all the rules and stats you know. For usual mainstream email advertising a good open rate is between 10% and 20%. A good response rate is 1 or 2%. With these newsletters I consistently get open rates of 40%-50% and response rates of 25%.
People asked for the email. You send them the email. They respond to the email.
It sounds patronisingly simple, because it is. It’s just that very few people do it. It takes some time to build up a list like this, sure, but when you have them there, they eat out of the palm of your hand.
If you would like help on creating an email strategy for your business, get in touch.