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Rick's Rants: A Contrarian's View on Markets (March 2005)
by Rick Latona, Dollars.com and CJBucks.com
Concentrate on a niche. Avoid the super sites. We've had it beaten into our heads over the years that traffic use is maximized when sent to niche sites, because those sites convert better. Here's a contrary viewpoint for you, drop the niche and go for the massive markets.
We build sites in English. We make sure we can process credit cards. So why is it that we sometimes think of building the next great reality site that involves a pizza man, girls with bags over their heads, and three Asian midgets blowing balloons?
Forty years of adult movie production ought to have taught us something. The content that sells the most is the content that has the most buyers. Teen, amateur, anal, blowjob, and lesbian are a few examples of broad categories that you can bet generate over 20,000 new joins a day each, on an industry-wide measurement.
So the advice here is simple and obvious. Build a better site in a huge market and gain huge profits. Many webmasters lose focus and get too caught up in the niche game.
What kind of site is CollegeFuckFest.com? It certainly isn't a college niche site. It isn't a party niche site. It is an excellent teen site. Legions of 30-somethings with credit cards are purchasing and signing on to relive vicariously their glory days of screwing teens. What kind of site is BangBus.com? It isn't a site about buses as so many knockoffs thought it was. It isn't a site about being rude to girls and leaving them on the side of the street as so many missed the point. It is an excellent amateur site, where regular guys are having impulse sex with natural regular girls. Let's face facts. When you look at sites this way it is no longer a mystery as to why these sites are so successful.
Another thing people get caught up in is the "reality porn" concept. Reality isn't a fad; it is a better mouse trap. You must understand why, before you can make a real site really good. The goal in producing adult content has always been to put the user into the fantasy. If the user thinks it is real, they are more easily drawn into the fantasy. This is what makes a reality site a better product. The two sites I used above for examples both put the user into the fantasy better than their competitors, and they generate a ton of sales because of that. Reality is not a site layout with five episodes per page with each episode containing a trailer. Reality is really injecting the user into the fantasy. They want to believe! They aren't looking for a reason to prove it is a fake encounter. They want more than anything to believe in it, so they can get off and continue paying you for access. Reality should only be used as a tool to generate sales in a large market.
Forget pizzas, bags, midgets and balloons for a bit and try to see it this way. The good news is that if you don't build the absolute best site in a huge market, you still have a huge market to sell it to. Your chances of success are higher. Sun Tzu was of course right, when he told the world in his masterpiece The Art of War, you need to pick the battles you can win.
He also said you must pick the battles worth winning. Let us not forget this last part.
Rick Latona's company started with Consumption Junction and has turned into a powerhouse delivering tens of billions of banner ads and text links monthly through a network of free adult sites. Each of his sites has strong consumer brands that generate bookmarkers and a loyal fan base. Recently we've seen him launch Dollars.com which as a B2B advertising exchange only puts him in charge of even more traffic. Visit www.kblogger.com for more of Rick's tips.
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