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Why Quality Is Not Always Quality

Charen Smith

May 15, 2008

Do you sell “quality” products or offer “quality” services? If so, never tell your customers this fact. Believe it or not, the word quality is often a deterrent to potential customers. Today’s consumers see the word quality constantly, yet often associated with products that are far from quality products. When you are creating advertising copy to send to your commercial color printing company, avoid this word at all costs.

Instead of using the word quality, choose words that show a little more about your product. Perhaps you are selling an upscale product that costs a bit more than your competition. If you want to be competitive in the market, your advertising copy needs to show your customers why they should pay more for your product. Use descriptive words such as unrivalled or handmade to show how your product is different. Describe its benefits, craftsmanship, or design, but do not use the word quality. Show that it is a quality product by a carefully planned description.

On the other hand, if you are offering discounted products, do not make them sound as though they are upscale products. Use words like affordable to describe what you offer. Some words, like cheap, can make your product sound like a poor quality item, so be sure to choose your descriptive words carefully.

As you are creating ads for print media, make sure that your ad itself is as professional as the image you wish to portray about your product. Use fine papers, excellent printing sources, and well-written advertising copy. If you are going to include images in your documents, make sure those images appear crisp and professional. A poor image will show potential customers that you do not have a decent advertising budget, and this will make them wonder about the truth in your claims to have an excellent product.

When you create a printed advertisement, keep it sleek and simple. Do not fill it with conflicting images and typesets. Create your marketing plan, and stick to it when you make your advertisements. This will help convey the message that you are a “quality” company without relying on the overused word.

As the business’s owner, make sure that your personal and online images convey the same level of excellence as you wish to portray for your products. Dress the part of a business owner. Make sure that your website conveys the same level of quality as you wish to portray in your printed advertisements. In every aspect of your business, exude quality, without using the word.

Finally, know your customers. Know what they want and what they need. Make your advertising efforts cater to your customers and your in-depth knowledge of them, and soon you will see the success you are seeking. Just don’t use the word quality in the process!

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