Category Archives: entrepreneurs

The role of anti-marketing design

At the Northern Voice conference I met Markus Frind, founder of Plentyoffish.com. He’s Google’s #1 Adsense user in Canada. His site is pulling in more than $10,000 per day from Google, he told me, and has millions of passionate users. Tens of millions of page views EVERY DAY. Whew!

What’s the secret to his success? Ugly design. I call it “anti-marketing design.”

Huh?

He says that sites that have ugly designs are well known to pull more revenue, be more sticky, build better brands, and generally be more fun to participate in, than sites with beautiful designs.

Ahh, yet another example of anti-marketing marketing.

He joins a good list. Google. Is it pretty? No. Craig’s List? Pretty? No. MySpace? Pretty? No.

He says he designed his site to be easy to use, fast to load, and uncluttered, but he didn’t pick pretty colors or fonts. He did, however, spend a lot of time learning how search engines indexed their contents.

Why does anti-marketing design work? Well, for one, big companies will never do a site that doesn’t look pretty. Why? Cause of the prevailing belief that great brands need to be beautiful. Look at what corporate branding experts study. Apple. Target. BMW. Everything those guys do is beautiful. Aesthetic. Crafted by committees of ad marketing department experts.

But, go deeper: we’re sick of committee-driven marketing. We don’t believe it. If we ever did. We’ve built a bulls**t filter that filters out well-designed things in a commercial context. We trust things more when they look like they were done for the love of it rather than the sheer commercial value of it. That’s why my Channel 9 videos work. What kind of company committee could come up with something like that? Let some goofy guy with a goofy laugh go around with a cheap camcorder, no lights, no makeup, no editing and record conversations? Fire the guy who came up with that! :-)
Look at Plentyoffish again. It was designed and coded by one guy: Markus. Seriously. One guy did that and is making all that cash. No committees. No experts. Just a guy who wanted to learn to program and did.

Oh, and I love that he picked .NET to code his site. It’s all running in .NET 2.0 and you should hear the praises he has for .NET. I wish I could film him and put him on Channel 9. It’d end all the talk that Windows isn’t scalable, isn’t secure, and can’t keep up a highly trafficed site.

But, back to the anti-marketing design. I think I accidentally fell into this as well. My design is ugly. Anti-marketing. Why? Because I wanted to make it fast. I didn’t choose a pretty font because doing so would have added a little bit of weight to my CSS file. Does this matter? I think it does. I read a LOT of blogs on my cell phone and mine loads WAY faster than many blogs out there.

It’s amazing how few corporate types get that the quality and engineering thought behind your HTML matters more than whether your site is pretty or not.

Maybe MySpace is kicking blogging’s behind because most blogs are simply too pretty!

By the way, his anti-marketing message continues right to his about page.

If it’s ugly is authentic. Not corporate. It is good. No?

Congrats Ernie on new New Orleans law firm

Ernie the Attorney announced that he’s starting a new law firm in New Orleans. One of my favorite memories of New Orleans was seeing Buddy Guy with Ernie. He walked through the entire crowd while strumming furiously on his guitar (all wireless, of course) then walked up a set of stairs and sat right next to Ernie and me, all while continuing to play his guitar. Just a magical moment that I’ll never forget.

Here’s wishing Ernie all the luck (he’ll need it after the year that New Orleans has had). Congrats!

Makes me think about Kathy Sierra’s latest post about the difference between the startup and corporate mentalities. Ernie, if there’s ever anything we can do to help get your business (and your city) to be successful, let us know!

Ether to open up services

Michael Arrington, over at TechCrunch, again launches another new company. But this one I know something about too because I met with the founders last week. They have an interesting concept and a — gasp — business model.

They’ll let you sell your time online. Say I want to start a consulting business to help companies get into blogging. I could set a price, let’s say $100 on weekdays, $300 on weekends. (There’s no minimum price, by the way, you could try it for free if you want to see how the system works).

They give me a number. I put that number on my blog. You call that number and it’ll make the appointment, take care of collecting your payment info, and do EVERYTHING about the call. They collect a small percentage of your fee.

I liked this cause it was unexpected. It did something I didn’t know I needed, but once I saw the concept I saw that it’ll let new people start businesses that they might never have considered before.

Anyone have any ideas of how they’d use Ether?