It’s not enough to say you have a quality product. You need to gain your customers’ trust by upholding high standards.
Let’s say that what individuates your product or service from your competitor’s is Quality. It may seem like advertising “Quality” would be a breeze, right?
Unfortunately, it’s not.
Customers hear the word “Quality” all the time–often from companies selling low-quality products.
In this sense, quality is like trust. You when a salesperson says the words – “You can trust me,” you get the feeling to beware. Likewise, if a company is too direct in how it advertises “quality,” customers may ignore the claim or be suspicious of it. How can you prove your product or service is the real deal?
Here are some often-overlooked ways to convey quality.
Choose Your Words Carefully.
Describing something as “High Quality” actually limits your message. Instead, choose terms like “Premium” or “Unparalleled.“
Keep in mind the more expensive your product is compared to competing products, the more sophisticated the terms you should choose. Also, think carefully before you include “Quality” in your name or tagline.
In addition, Upscale Products benefit from a more subtle approach. It’s preferable to imply quality when branding your company.
Show and Tell.
Back up your claims of quality by detailing product features that prove those claims. Whenever possible, show these features.
If your products are more expensive than competing products, what allows you to charge a higher price? It could be anything from the strength of your raw materials to the extent of your quality control process. People are wary of unsubstantiated claims, so be specific.
Never Skimp on Photography.
Most people can innately tell the difference between a snapshot and a professional shot. They can also differentiate between a high-resolution and a low-resolution file. Jagged, low-resolution photos suggest a tiny budget. A tiny budget implies low quality.
Can’t afford a professional photographer?
Then you have a choice from a variety of inexpensive, royalty-free shots online for your pictures. Furthermore, to have crisp photos printed for showcases, always follow your printer’s file instructions to ensure perfect pieces everytime.
Commit to Your Niche.
If you’re the “Quality” choice, you can’t also be the “inexpensive” choice.
It’s one or the other in the mind of the consumer, because the two concepts are viewed as opposite ends on the marketing spectrum.
Advertise “value” or “affordability,” but avoid “low cost,” “inexpensive,” “cheap” and other words that connote low Quality.
Hone your message and “look.”
A Quality company is confident and consistent in all of its marketing. It never shows panic by scattering divergent messages throughout. The best way to avoid this schizophrenia is to write–and stick with–a strategic marketing plan and advertising campaign.
This should be applied to every company, but is absolutely vital for those in the “Quality” sector.
Little things mean a lot.
Quality is in the details–all of them. Dress up your work wardrobe. Add a favicon to your website. Print your business cards on premium paper stock. Look the part in all that you say and do.
If potential customers detect inconsistency, they’ll assume your claim to quality is empty, no matter what you say. You may need to spend more to make more, this is especially relevant with owners of Traditional Businesses.
Above all, know your audience.
Customers need to justify the extra dollars they spend on a high-end product to feel comfortable with their buying decision. Make this easy for them and you’ll gain their business–and reap the benefits of their brand loyalty for years to come.
We hope this article helps you to convey Quality to your Prospects to make them repeat Customers.
Nicky and Dave
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