There are different kinds of binding motifs.
These are proteins that bind to portions of
DNA. For both bacteria and eucaryotes, these
sequences form gene regulatory proteins.
Regulatory proteins can be either activators
or repressors.
In bacteria, there is an operator region within
the promoter sequence. Activators can help to
load the polymerase, and repressors can prevent
it from being loaded.
In eucaryotes, the activators and repressors can
bind to the enhancer regions for a gene. There
are also many other ways that gene regulation is
controlled for eucaryotes.