054 The Invisible Touch – The Fallacy of Quality
The Second Key: Brand
There are SO many examples which bear out the truth of this article that I had trouble selecting which ones I'd use.
Which was better: VHS or Beta? Dell or some no-name-brand computer? Your work or someone better known to the prospect?
Quality doesn't win: the brand best known and the one the client or customer FEELS most comfortable with wins.
For years, people said that the Beta form of video taping was superior to the lost-quality version known as VHS. But VHS won out. (8-tracks may have been superior to cassettes too, but I don't have the studies on that – my wife, Pam, even had an 8-track in her car when I met her – and I haven't seen many of those!).
And take present-day computers. Is Dell the BEST? Definitely not. Dell even has bragged that it lets others build systems and then it finds ways to do it cheaper. Their theory is that pioneers are the ones with arrows in their backs, and they'd rather cut out the middleperons, find parts that work nearly as well, and then sell them at a reduced price (while they still make a bundle).
It seems to be working for Dell! I own several!
And what about YOU?
Are you spending all your time improving your business a small percentage but not getting the word out about what you're doing?
Tell me this: who discovered the Americas? Was it Christopher Columbus or someone else?
Seems to me people were here when he got here! The Vikings certainly make noise that THEY were here first and who knows about others.
But Columbus TOLD people about it. He's the guy who "wrote the book" on it, so he gets the credit.
Believe me: I will NEVER recommend that you present shoddy or poor-quality work.
But get it to the level where you are comfortable that it's superior to others and then keep telling people about what you're doing.
Your image, your story, your activities in the community, yes – even your "brand" – will always out do someone else who has superior quality but who isn't known.
Get out there – tell people. And get those clients coming to you!
Best,
Charlie Seymour Jr
Blogging, Podcasting, Consulting
The Invisible Touch – A Marketing Blog Series By Charles Seymour Jr
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Charlie Seymour Jr is an entrepreneurial evangelist and marketing-success coach helping individuals and companies (up to $100MM) explode their success through online and direct-response marketing. He specializes in blogging, podcasting, photography, video, and Facebook applications. Visit his blog at http://bit.ly/24eYTO to learn more about his successes.
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Fallacies of Marketing
054 The Invisible Touch – The Fallacy of Quality
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