Nobody Wants “High Quality”
by Joel K

Want to know the laziest, most worthless copy to describe what you sell?

“High Quality”.

high quality

  1. There’s nothing unique about it. Everyone  claims their offering is “quality”.
  2. There’s no reason to believe this abstract claim of quality unless you’ve given leads something to base that judgement on.
  3. Nobody actually wants “high quality”. They want what it means.

The phrase vaguely describes an experience without addressing the underlying things buyers care about.

It’s lazy boilerplate.

Would you rather buy…

  • A “high quality” pillow – or “Plush comfort and ample neck support to help you sleep through the night.” – You want comfort, not quality.
  • A “high quality” car – or “Best-in-class gas mileage that will save you thousands.” – You want affordability, not quality.
  • “High quality” cabinets – or “Gorgeous stained oak cabinets, hand-built to last a lifetime.” – You want beauty and durability, not quality.
  • “High quality” winter tires – or “Traction you can trust, no matter the weather.” – You want safety, not quality.

To make your sales propositions far more appealing, give quality context.

Your copy must make a specific promise about the mechanics of quality customers really want.

Not sure where to start?

  • Ask current clients why they chose you. Get specific.
  • Map the buying cycle. Where is the most urgent point of need? How would a client describe their ideal solution?
  • Ask “What makes us different” – then “Why?” three times. This will bring you to the core need.

TL;DR – “High quality” is a lousy sales proposition. Find core needs; speak to them.

*This is my third post for “Short Month”. People sometimes think long posts are the only ones that offer value or get shared. I disagree, so I’m challenging myself to prove them wrong with a month of posts less than 250 words.

10 Comments
  1. Sylvia says:

    Well written Joel. I like your short posts idea. Your examples highlight your point very well.

  2. Yuri G. says:

    Excellent advice. Thanks for your post!

  3. Michelle says:

    Thanks Joel! Totally what it’s about.

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