What can we learn from videogames?

STEAM

I read a piece on TechCrunch today about an anon source saying since Steam, they have stopped pirating PC games. Interesting stuff, fo’ sho’ Damian, but what the hell has it got to do with porn and the marketing thereof?

Good question, reader. Let me explain.

So, everyone in the porn industry seems to be convinced those Evil Pirates are why they are not making as much cash as they used to. I challenge this as you can see on previous posts here. Maybe looking at how another industry combated the exact same problem would be A Good Idea.

So, video games were heavily pirated all their lives. I remember dreadful copy protection attempts on cassettes for my Spectrum 48k back in 1983. They were hacked. And every single attempt at protecting games from piracy has failed since then.

So what did they do? Made online play an essential part of the game and worked out how to check the people playing had bought the game.

Now, what we could do is somehow package a live, online brilliant experience with a monthly membership. People would need a discreet app to access their smut. (As a bonus this removes any need for people to worry about partners and browser histories etc). This app would check that a current active subscription was tied to that IP and off they go watching the porn. Loads of different options. Could be free monthly usage of the system, and then pay for content. Could be per scene, per minute, whatever. Could be low monthly price with free cams included (have to compete with myfreecams). Etc. I am not saying I have the answers for the pricing. Testing and measuring would be the only way to move on that. Experiment. There is no right answer yet.

To stop piracy we have to make something BETTER than piracy. And something unpirateable (live cams, personalised interaction). The price has to be attractively low (see iTunes) and it has to be VERY VERY SIMPLE to use.

Now, one company like Braincash or NSCash could do this, but how much better would it be of there could be a massive colab where several large companies all put their content on the same platform and delivered SteamPorn or the iPorn Store to the world? A lot better is the answer.

Marketed well, priced aggressively, this could turn around the slump the industry is in.

Thoughts?

Go on, try just one of these…

I’m pitching a new client tomorrow and doing up a document to take. You lovely loyal readers might as well have a sneak peak and see if any of these float your boat.

You know you should be doing email, but you’re not. Have a read of this and see if I can persuade you to try it…

Permission-based newsletters
- Get permission to email surfers free samples of your content each week. This is turning strangers into friends. Then you can turn friends into customers. This is miles easier than trying to sell your content to someone that doesn’t trust you. If you can mail them each week, at the same time some free samples (just one gallery and one video clip is enough) you will make sales. It might take a week, or three years, but one day there will be a pic of one girl that your surfer just HAS to see more of. So he pays. And you get cash.

Cancellation emails
- Send your cancelled members emails asking them to come back. You know they like your content. You know they have a credit card. You know they do not mind paying for porn. These people are gold dust. Be really nice to them!

Weekly Member emails
- Sending your members emails saying what updates you have put online this week has been proven (by me at Playboy UK) to increase retention. Only people with shit content that do not update should be scared of mailing your members. People LIKE to know what is new. They click and come back to your site, this gives them more chance to see your upsells and therefore make more cash.

Auto-responders
- You can send emails based on specific activity on your site. For example if you had a dating site, you could trigger an email to be sent when someone looks at your profile. Shopping cart abandonment is another easy one to do. On your reg page you can have the email capture as the first page, then go on to the CCBill page. If they then do not complete the CCBill form, you can trigger an email to be sent to them immediately making a price offer, or suggesting another site, or a live cam or dating sell. This obviously gives you another way to make the sale and thus make more cash.

Taking the piss for page views

banner for porn

Gary

I made a banner taking the piss out of Gary from Arsewithclass and it lead to an 100% increase in clicks on my banner overnight. My traffic to this site more than doubled.

So, try mocking someone today and see if YOU can get a similar increase in your traffic.

Also, make a lo-fi banner. It’s crapness clearly works.

FaceTime Porn?

Who has seen FaceTime? The new video conferencing thing on iPhone 4?

Right, so what do we need to do to get this for livecams?

It would be awesome. But how would you get access and how would people pay?

Someone needs to work this out.

Here’s an out there idea. How about an Honesty Box? Wait wait wait. I don’t know if this happens in the US, but here sometimes you see regular people just selling something (often veg or fruit from their garden) at the end of their drive. They will have the stuff there and an honesty box where you have to put in the amount of money they have priced the produce at.

Could something like this work for Face Time?

Could you get people to pay in advance for a FaceTime call with a webgirl?

If so, then it would work. Descrete, fast, personal. It would be the ultimate portable webcam wank…

Just throwing this stuff out there, some of it will stick…

What do you think? Is there another way us filthy pornographers could take advantage of the Iphone FaceTime?

Well done suicidegirls.com

Oh fuck me this is clever.

Suicidegirls.com have done a ‘review’ of the new jesusphone. Essentially the review is them taking pics of girls’ tits and posting them on the internet.

New iPhone + pics of breasts = traffic trap!

Why didn’t I think of it :(

Very clever marketing.

Welcome the big and small

Nice announcement to make. I have picked up two new clients, one thanks to this very blog!

www.cinemaerotique.com is a small site with great potential. “Boutique pornography” is my attempt at a new strapline. All really well filmed on proper HD kit, with stuff many people forget about. Like lighting. And decent mics. I will be working with the owners on how to make additional revenue on the site and how to maximise the conversions they currently get. First job is getting a new tour up and popping it into Google Website Optimizer.

The other new client is a tiny company you won’t have heard of called Playboy UK. I will be trying to help them improve the revenue their online department currently makes. Playboy was my first ever job in porn, so it’s really cool to be going back now after a few years away.

Oh and another client has just launched their new website. And we’re sure it is a totally unique idea! Imagine that, a new idea in porn!

www.iwantitlikethis.com is the first interactive online porn site. Featuring content from Playboy UK’s The Adult Channel, this site lets you control the action and see just what you want to see. It’s brilliant technology. Check it out.

Shit, I will soon have to start employing someone else!

Don’t slag off your competition.

I recently read some marketing advice aimed at porn companies where they suggest you research your competition (good idea) then in your advertising they suggest you trash your competition.

As a concept, it is a very popular thing to do in America. Subway ads where they say Quiznos sucks. Etc. It is A VERY STUPID thing to do in porn though. For a number of reasons.

a) Often times, your surfer will be totally unaware of your competition. So you are just advertising them on your dollar. After the top 10 brands in porn, no one really has heard of anyone. So why alert YOUR surfer to a site which features similar content to your own?

b) Sell on why YOUR product is good, not why a competitors is bad. If you only sell on negatives of your competition it makes you look like a teenager who has just been dumped for the first time:

“Yeah, well Katie had a fat ass anyway, I never liked her, and her blowjobs were dreadful”

So you pick:

Sign up for our site and you get instant access to a 5 year archive of busty content. All exclusive. Only 60 cents a day.

or

Sign up for our site, it is way better than bustybustybusty.com. They don’t update regularly and some of the content isn’t exclusive!

It’s not hard, is it?

Use your own head and think for yourself.

And *this* is how you get people to sign up for your email newsletter

I have no words. I love Hugh. Perfect, perfect, perfect squeeze page.

http://gapingvoid.com/n2/

Any questions?

Don’t make me think.

I’ve been doing marketing work for porn sites for about 6 years now. I’ve worked for people like Playboy, Hustler and Epoch. Of all the money I have ever been given to spend on behalf of another client, the best ROI was usability.

Here is my tip for the day. If you have the money and can find a usability company that will do porn, give them money. I think Playboy spent about 8 grand on it. Not too sure.

But, from that, we made so many changes that made so many more sales and improved ratios so much it was worth it.

You are complacent. You have your site. Your tour works, you like it anyway. So, fuck it eh?

NO. NOT FUCK IT. If you cannot afford a proper agency to help you then buy “Don’t make me think” from Steve Krug. Visit his site, it has some good tips. Read them. Act on them.

Put your new tour and your current tour in google website optimiser (simple and free and yes optimiser has an s not a z).

Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure. Test. Measure.

etc

The language you use

11 years ago the Clue Train was written. I have talked about it before.

A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.

These markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can’t be faked.

Most corporations, on the other hand, only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your-call-is-important-to-us busy signal. Same old tone, same old lies. No wonder networked markets have no respect for companies unable or unwilling to speak as they do.

But learning to speak in a human voice is not some trick, nor will corporations convince us they are human with lip service about “listening to customers.” They will only sound human when they empower real human beings to speak on their behalf.

While many such people already work for companies today, most companies ignore their ability to deliver genuine knowledge, opting instead to crank out sterile happytalk that insults the intelligence of markets literally too smart to buy it.

However, employees are getting hyperlinked even as markets are. Companies need to listen carefully to both. Mostly, they need to get out of the way so intranetworked employees can converse directly with internetworked markets.

Corporate firewalls have kept smart employees in and smart markets out. It’s going to cause real pain to tear those walls down. But the result will be a new kind of conversation. And it will be the most exciting conversation business has ever engaged in.

So, why on earth, 11 years later, are we still seeing the same on bullshit copy on ads?

IPSPs and hosting companies are absolutely hands down the worst at this. You could replace the logo on ANY billing or host ads and swop them around and no one would notice. Pictures of servers. People in suits. Money. etc. No sensible copy. All cliched, old fashioned, dull and something to ignore. No matter how much they spend on interrupting you, you will pay no attention.

So I am now making a free offer. Anyone reading this blog can use me to tweak copy on their next ad to make it more human and less painfully dull. Yes. Free. Limited to the first 3 people that email me.

If the parties are willing, we’ll do split a/b testing on the ads and post the results here. Should be an interesting experiment.