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This thread popped back into my head just now (making a freesite where the tour is not so good but I know the content is good stuff) and thought of a way you could market it maybe?
How about some spiel along the lines of your friend told you about the site so you checked it out but wasn't impressed with what you saw, and told your friend it looked crap. He then showed you some of the content inside, and once you saw what was in the members area you signed up. Lo and behold he was right - they focus on the content more than trying to show off with flashy graphics etc.
How'd it go with the approach you went for anyhow?
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