Several months ago, I was re-listening to the recording of a speech that the great copywriting legend, Eugene Schwartz, gave to Phillips Publishing Company.

There are so many business, copywriting, and marketing gems in that recording, and I highly recommend you listen to it if you can find it.

Anyway, in that recording, Eugene Schwartz said that he specializes in ugly design.

I.e. he purposely makes the layout and designs of his marketing pieces (mostly sales letters) ugly, and in most cases, his ugly design brings in the highest amount of sales while driving all his designers crazy.

But why does it work?

According to him, “In a world of beauty, the ugly thing stands out.”

And standing out (i.e. getting attention) is the first prerequisite to making sales.

This is not to say your website should look like it was designed by a drunk, blindfolded, 5-year-old.

However, don’t be too quick to judge an “ugly” design.

A design is only as good as its purpose (i.e. what you are trying to achieve with your website).

Sometimes, to achieve your goal, you need an “ugly” design. Other times, you need a pretty design.

But unfortunately, that is something most web designers/developers out there don’t understand.

And I don’t blame them — most of them come from a technical/design background.

I come from a marketing/sales background, so I understand every website has to solve a business problem, and the design is subject to that.

That’s why at IKON Media, we don’t have a “design-first” approach (i.e. we don’t try to force your website to fit into an “ideal design”).

Instead, we have a marketing-first approach (i.e. how do we create a website that helps you solve your marketing/business problem?), then choose a design that helps achieve your goal.

If you’d love a company that has a marketing-first mindset to handle your website design and development, then let’s have a chat.

Over the chat, we’ll discuss your goals, the problems you’re looking to solve, and how we may be able to help you.

If we can help you, we’ll discuss the next steps. If not, we will give you some advice and wish you good luck.

It’s a win-win either way.

For more articles like this on marketing, sales and copywriting, check out my website: https://ikonmedia.net/

When you get there, you have the option to join my email list.

If you join you will get my free book that shows you how to multiply the amount of revenue you make in your business using your email list.

If you’re interested, use the link above.

Fola