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Originally Posted by Caligari
First part makes no sense, if Mcdonalds was shit no one would buy their burgers. As was stated they make consistently good burgers, good enough so that nearly everyone at some point veers off into their drive thru for a bite.
They have achieved the ultimate status "you get what you pay for" as in you can expect pretty much the exact result everytime you go there and be satisfied. That is a pretty good achievement really.
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I don't think that they are shit, I love them. But some in here claimed that they are shit and my comment is about that... IF they would be shit, and still able to make huge profit, they must be very good at marketing.
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Your second part is right on. The preview video. The mastery of being able to edit a hot 2 minute max video which is all relish, no hotdog...
This is where the art comes in and more often than not where many paysites flat out fail.
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I put more energy in editing previews than in the actual full length video. I start with creating a new timeline named "preview", copy all the highlights of the video to there but also bits that aren't suitable for the actual video for example due to too much camera swinging, models joking with each other, and other trash. Then remove all the duplicate highlights, then shorten all the action shots to 5 to 10 seconds. What works very well is take an action shot, cut the video before the action happens but let the audio run so the viewer can HEAR the action but can't see it. The shots of the models at the start of the shoot can be a bit longer, and what also works very well are "before" and "after" shots without showing the actual action either. I shoot a lot of WAM stuff for which this works great. Real fetishists want to see WHAT HAPPENED and will draw their credit card.
Another thing which is good for selling is a proper catalog that shows all your titles and present your models with links to all videos they are in. The most important thing for the customer are the models, they don't care about your camera skills.