Online marketers need to learn that appearance matters. If your site or your product doesn’t look good, people will believe the content is not good. On the other hand, attractive sites and products are perceived to have valuable content.That’s why “covers” are added to e-books. On a physical book, the cover serves a practical function of protecting the pages inside. On an e-book, there’s no practical function, only an aesthetic one. They are there to make the product look good.This lesson applies to all aspects of your marketing communication. For example, how do... [...]