The loathsome & crooked secret of a high-end art gallery owner

A few years back while being interviewed on a podcast about copywriting, I got to talking about how ugly so very often (not always, obviously, many factors at play) beats out pretty online when it comes to designing ads, sales pages, that sort of thing. Including: Ugly layouts. Ugly fonts. Ugly links (i.e. putting the full http: //... in instead of a pretty hyper link) Ugly colors. Ugly images. Ugly language. And so on, and so forth. In Yours Hideous's experience… and in the experience of many people who have been doing this much longer and have seen a gazillion more tests than I have - like the “founding father” of Internet marketing Ken McCarthy, the late copywriter Gene Schwartz, the late marketing genius Jim Straw, and even the Drudge Report which looks like it was created with Netscape Composer and hasn’t changed in almost 30 years… ugly often works better for sales and enagement. Why? I don’t know. My guess is because it’s like Mr. Schwartz said: “In a world of beauty the ugly thing stands out” Case in point: Holly (the chick who interviewed me) was saying how her designer is always disappointed at how ugly wins, and how she once knew the owner of an art gallery who purposely hung the pictures up slightly crooked because it got people’s attention. Am I saying ugly & crooked always wins? That'd be silly. I break the “ugly only” rules all the time. But there is a lifetime of hard-won wisdom in understanding how to make your business — not just via the design, but in every other way — the proverbial “crooked painting” that is always noticed, hardly forgotten, and often talked about and bought from as a result. I talk about this in-depth in my book: “Markauteur” This book is the most valuable I’ve written yet in my (obviously biased) opinion. Yes, even though it’s only about the visual & design-side of your business. And even though there is no “do this, this, and this to make more profits!” checklists. Low info swipers will get zero out of it. Snobby “everything has to look professional” designers will probably balk at it. And the “everything has to be low brow & ugly!” marketers will hate it. But I also believe the few on my list and inside my business’s World — brought in by, in many cases, the designs & visuals of my offers, sites, etc — who “get” my wiles, who like to get cerebral and deep, and who have a bunch of my other books and have liked them precisely because they are not checklists and hacks or whatever… will get a ton of value from it. Both in the short and long term. I could yap on and on about this book. But to get the full details and nab it at a huge discount do this: 1. Read every single word at the URL below to make an informed purchase 2. Buy it before Sunday 11/19 at midnight EST to get it at the discount 3. Use code POMPOUS at the checkout (Make sure you see the price change before entering your info) Here’s the link: [https∶//www.EmailPlayers.com/design]( Ben Settle This email was sent by Ben Settle as owner of Settle, LLC. Copyright © 2023 Settle, LLC. All Rights Reserved. No part of this email may be reproduced or transmitted in any form or by any means without written permission from Settle, LLC. Click here to [unsubscribe]( Settle, LLC PO Box 1056 Gold Beach Oregon 97444 USA