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VoD sites have been doing it for as long as I can remember. Scratch and sniff type cards to online virtual codes. Credit card auth'ed, free memberships. <-- golden!
If you have the ability to reach a massive market for exposure, the coupon is a slick way to allow you to spam your product without pissing people off. And it's a way to reach people in mainstream business, bars, events and online.
It doesn't increase the number of sales, over simply offering a huge discount right on the join page.
It's not the coupons making more sales, it's that they allow you to bring in traffic easier and even possible.. Then making a sale at that point is nothing more than a pitch.
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