I’ve been looking at those new dating ads and they pull clicks because the surfer knows that the click will take them directly to the page they want to go, the girls profile, for example. Surfers are tired of seeing and clicking on banners that lead them to a tour where they’re asked to pull out their credit card right away. Instead, pre-sell them yourself as much as possible. Show them preview videos and sample images first, give them a review, then finally you can show them a text link to see the tour or the join page.I personally don’t think it’s the sponsors responsibility to sell a site, I think it’s the webmasters responsibility to pre-sell them enough and just link to the join page if you’ve done a good enough job.