the basic misconception, people are basically intelligent.
If I use a micro-site to sell a piece of software you are thinking of writing yourself and I price it right, you might buy it thinking it will save you time and money by doing so. I'm assuming my product is so on-topic that you take the time read all the details, testimonials, guarantees etc.
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A very good friend with a masters in marketing from a prestigious university and I both market with micro-sites. He introduced me to them. We both think they are hmm...cheesy. But our results tell us others don't think as we do. In the eighties, I didn't think the Home Shopping Network or ATM's would ever catch on. I discovered back then I shouldn't rely on my own habits/likes/dislikes to predict the habits/likes/dislikes of consumers.
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Also, it is foolish to think color selection, font size, content placement etc. in a micro-site is by accident. There is a reason why these sites look similar. They are following the same rules, and anyone wanting to know those rules needs to pony up some money like the rest of us.