7 Keys to Marketing Genius: Defining Quality
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
The word quality is used so much in the marketplace that it no longer has significant meaning. Everyone claims that they are high quality. Please understand I am not saying an inadequate product will work. Your product must live up to the promises it makes. If you say your product kills athlete’s foot, your product needs to deliver. Besides potential lawsuits, people will catch on to the validity, or lack thereof, of your claims. The problem is when companies say they provide quality without defining what they mean. It is generally assumed by consumers that you are making the best product you can.
I usually come across this problem when developing mission statements with businesses. I worked with a restaurant that wanted to make “providing quality” part of their mission. Sounds nice, but how do you really provide quality? I pressed for answers and found they meant “treating customers and coworkers with respect in a clean and family-oriented environment.” These specific descriptions of quality are easier to measure and to communicate to customers.