Hi Ankesh,

Here are some thoughts on this.

The quote:

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"You have a lottery where you get your number by lot, and then somebody draws a number by lot, it gets lousy play"

* You have a lottery where people get to pick their number, you get big play.
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Basic Definitions:
The Lottery = The Total Product Line Publisher has to market
The Somebody (that draws a number) = Typical online publisher
The People = The customers, The List
The Number = A specific Product being promoted
Big Play = Big Money
Lousy Play = Lousy Money

So based on these definitions if I revised the 1st part of the quote it would read something like this.

"You have a product line where you get your product by lot, and then the publisher draws a product by lot, it gets lousy money

"You have a product line where people get to pick their own product, you get Big Money"

So Here are some quick thoughts on this

* If you have a product line, you could make an offer where your clients get to CHOOSE the product that they want from your product line, instead of you choosing for them

* In your copy if you get your visitors Involved in some capacity this will improve your conversion rates. (Involvement Devices in copy have been show to increase conversions online and off)

* Any involvement, in the buying process whether it be surveys about potential new products or overcoming objections for current promotions

Hmm, Anybody else?