And psychology drives both.
You've gotta understand the surfer. First off, regardless of the source of the traffic (mailer, SE, TGP, banner, etc), you gotta make the user click. And unless you're looking for "water" for the soup, you want to be filtering and match what he clicked to what you're trying to sell.
The tour of a paysite is ALL about psychology, you gotta somehow entice the dude to crack that wallet to see what's on the other side. You gotta know what makes him tick to do that consistently successfully.
I've never been able to sell things like gay sites for this reason, I dont know how to work the psychology because I find the idea of some dude's hairy asshole to be anything but erotic. Any gay sales I've ever had are simply a product of blind luck and volume.
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