Ugly Sites Sell 醜網站才能替你賺錢
People who really understand Internet marketing don't want advertisements. What they want is "direct-effect marketing" that incorporates precision or one-to-one marketing. In other words, they want marketing that translates into direct sales and not the anticipated returns of brand-name marketing. In direct-effect marketing, the advertisement asks the audience to take some form of immediate action, such as making a phone call, filling out personal information, or making a purchase straight away.
真正懂得網路行銷的人，要的不是廣告，而是追求結合精準行銷或一對一行銷的「直效行銷」。也就是直接產生銷售效果的行銷，而不是以品牌行銷之名來預期廣告效益。直效行銷的廣告會直接要求看到的人採取某些行動，像是催促消費者馬上打電話、填資料，甚或是直接購買。
For example, imagine someone suffering from migraines decides to visit two websites to look for a solution. Website A begins by presenting XXX Pharmaceuticals, or XXX Medical Center and then talks up the company's long history and professional expertise. As for Website B, the first thing you see is the following in bold: "3 Ways for Immediate Migraine Relief." Which website do you think the consumer will bother reading? The answer is obviously Website B.
想想看，一個頭疼的人，因為想解決頭痛的問題，分別造訪兩個網站尋求解決之道。網站A讓人首先看到的是XXX製藥或XXX醫療中心，然後是訴說他們公司有多少年的歷史，他們的專業；而網站B第一眼看到的是「3個立即消除頭痛的方法」的大標題。您覺得哪一個網站才會吸引消費者繼續看下去呢？很明顯的，網站B會勝出。
One phrase that has become quite popular in the overseas Internet marketing industry is: "Ugly sites sell." The reason behind this is that pretty websites have most likely been created by designers with artistic flair. Artistic designers, however, tend to be resistant to commercialization. As such, they may not fully understand a customer's needs or sales slogans and techniques. The result is they create websites that look good, but don’t actually sell anything.
國外網路行銷業曾流傳過一句名言，叫做「Ugly site sells」，醜網站才會賺錢。產生這種現象的原因在於：漂亮的網站一定是請有美感的設計師做的。但有美感的設計師通常不屈就世俗，他們未必完全了解客戶的需求、世俗的話語和銷售的話術，所以設計出來的網站固然漂亮，卻不一定具有銷售力。
Most people think that brand marketing is about promoting the company's name or products with as much advertising space as possible. In reality, letting the brand name take up all the prime advertising real estate is a real waste.
多數人以為利用大版面廣告宣傳公司名稱或品牌名，就是在做品牌行銷，讓廣告的黃金地段都被品牌名稱占據，白白浪費掉了。
真正懂得網路行銷的人，要的不是廣告，而是追求結合精準行銷或一對一行銷的「直效行銷」。也就是直接產生銷售效果的行銷，而不是以品牌行銷之名來預期廣告效益。直效行銷的廣告會直接要求看到的人採取某些行動，像是催促消費者馬上打電話、填資料，甚或是直接購買。
For example, imagine someone suffering from migraines decides to visit two websites to look for a solution. Website A begins by presenting XXX Pharmaceuticals, or XXX Medical Center and then talks up the company's long history and professional expertise. As for Website B, the first thing you see is the following in bold: "3 Ways for Immediate Migraine Relief." Which website do you think the consumer will bother reading? The answer is obviously Website B.
想想看，一個頭疼的人，因為想解決頭痛的問題，分別造訪兩個網站尋求解決之道。網站A讓人首先看到的是XXX製藥或XXX醫療中心，然後是訴說他們公司有多少年的歷史，他們的專業；而網站B第一眼看到的是「3個立即消除頭痛的方法」的大標題。您覺得哪一個網站才會吸引消費者繼續看下去呢？很明顯的，網站B會勝出。
One phrase that has become quite popular in the overseas Internet marketing industry is: "Ugly sites sell." The reason behind this is that pretty websites have most likely been created by designers with artistic flair. Artistic designers, however, tend to be resistant to commercialization. As such, they may not fully understand a customer's needs or sales slogans and techniques. The result is they create websites that look good, but don’t actually sell anything.
國外網路行銷業曾流傳過一句名言，叫做「Ugly site sells」，醜網站才會賺錢。產生這種現象的原因在於：漂亮的網站一定是請有美感的設計師做的。但有美感的設計師通常不屈就世俗，他們未必完全了解客戶的需求、世俗的話語和銷售的話術，所以設計出來的網站固然漂亮，卻不一定具有銷售力。
Most people think that brand marketing is about promoting the company's name or products with as much advertising space as possible. In reality, letting the brand name take up all the prime advertising real estate is a real waste.
多數人以為利用大版面廣告宣傳公司名稱或品牌名，就是在做品牌行銷，讓廣告的黃金地段都被品牌名稱占據，白白浪費掉了。
