Quality

Your great grandma swore by it, your grandma still does, and your mom bought you 11 bottles of it for your apartment…or still ships them to your house. I didn’t say what it was, but I’m sure you can fill in the blank. There’s always that one brand we swear by. Step one as an advertiser: Make sure the product/service is reputable.

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“A good product will sell itself.”

It’s so true. Don’t get ahead of yourself though, you’ll still need advertising. No one can buy a great product if they don’t know it exists. Part of our job as advertisers is to win over customers, and not just for one purchase/usage. I talk about this a lot; 80% of a company’s profit comes from 20% of their customers. Eighty percent.Isn’t that insane? Think about it. Maybe not with everything, but with most things, (or at least the important stuff) once we know a product is good, we stick with it. In fact, if it’s really good, we rave about it.

While we are more likely to tell others about a bad experience (which I’ll address in another blog post), it’s still important we recognize that percentage that is likely to tell others about a good one. You can’t sell great food with terrible service. You can’t sell a great product with terrible packaging. Well, I guess you could, but you shouldn’t. The point is, you have to make the entire experience for a consumer a great one, because trust me, if it’s a bad experience, they will be talking about it. Making the entire experience a good one will pay off in the long run. 80% of your profit, to be exact.

One of my favorite things I’ve learned in college is how we subconsciously associate a brand with one word. This could be good or bad, but it emphasizes how important your unique selling point is. For example, when I hear Disney, I think magic. When I hear Heinz, I think ketchup… but Heinz sells mustard too… and a lot of other products.

See how important advertising is?