TRUTH IN ADVERTISING. Embrace the concept.
People don’t like to be lied to, especially when money is involved. There is a big difference between effective marketing and outright bullshit. If you promise your surfers that they’ll get to see a ton of porn, then that’s marketing. If you promise your customers that they’ll get to view a million images and your paysite doesn’t contain one million images- then that’s bullshit.
If you make a promise on your paysite tour, you better fulfill that promise. If you promise daily updates, provide daily updates. If you promise five 30 thousand images, you better have 30 thousand images in your member’s area. If you promise live feeds, then streaming archives simply won’t cut the mustard. You have to give your members exactly the stuff you promised in your tour. No "coming soon" messages. No "under construction" areas. No amount of apologies or excuses will satisfy the paysite member who feels cheated.
You might be thinking, huh? You might be saying to yourself "That’s not true! Advertisers are always making outrageous promises!" Well, remember the keyword is outrageous.
It’s one thing to claim that your paysite is the best paysite on the whole Internet. That’s an outrageous claim. It’s outrageous because it can’t be proven. There is no such thing as the best paysite on the net. Best is a relative term.
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Another example of an outrageous claim is the ever-popular "Bazillions of images!" You can’t prove a site has a bazillion images because a bazillion is not a real number. On the other hand, fifty thousand is a real number. If you claim your site contains fifty thousand images but in reality it only contains five hundred, then you’re a big, fat fibber.
It doesn’t help that there are already paysites which promise content they don’t have. You know those sites. Those are the ones who hook surfers with lines like "See Sally Starlet Get Gang-Banged by Six Savage Cocks!" Then after the surfer pays the access fee, they find out that Sally Starlet is really a crappy imposter and those six dicks seem to be magically attached to only three guys. Sadly this kind of bait and switch happens all the time on the adult Internet and it has a name: FRAUD.
Committing fraud isn’t just wrong, it’s illegal. The only reason other paysites get away with it is because most people are too embarrassed to press charges. These fraudsters depend on the fact that the average Joe probably won’t take them to court.
However, a scorned paysite member will take action if the feel they’ve been duped. That action is called a CHARGEBACK. The maligned cardholder calls up their credit card provider and demands a refund. VISA is the only cc provider who will process for the adult Internet and VISA favors the cardholder when it comes to chargebacks. If you exceed your chargeback limit, then VISA slaps you with a nice, hefty fine. If you continue to generate too many chargebacks, VISA takes away your ability to take payments via their card. This is the real consequence of breaking the promises you made in your paysite tour.
To summarize, keep your promises. If you promise a BDSM site, then 90% of your member content better be BDSM. If you promise live feeds and daily updates then you better follow through. If you want to make outrageous claims, which can’t be proven, then that’s your choice. But if you make a provable claim, you better be able to back it up.