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Well it depends on what you are promoting and how you promote.
Most times webmasters push the THEME of the site. So if it's a bigtits site, then you sell it as "To See More Babes With Huge Natural Tits Click Here". You are selling the theme of the site, not the model.
If it's a model's sites then you obviously need to use that model in the pictures as much as possible.
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