Quality
Quality is a difficult element to quantify. Search engine companies have been trying to develop algorithms that detect quality, but since a computer cannot speak or understand language uses or meanings accurately, they have failed to do it. I am not sure I can do any better, because while I know quality when I see it, quality is often a characteristic of personal perception as much as it is a specific criteria.
High quality marketing messages, products, information, and support are all important to successful marketing. You have to present it well, and then follow through.
Quality has some common elements:
It is not sloppy. Even with a casual target market, spelling is correct, grammar meets the standards expected by that group, graphics are clean and easy to view, text is readable, and the websites are organized well.
It is not rude or defamatory. Now, there are certain audiences who like rudeness, crudeness, and profanity or obscenity. But those audiences are not welcome everywhere, nor are sites which promote them. So I do not offer information for them, I encourage that which is clean and decent instead. So keep your content clean, and polite if you want it to gain ground in the generally accepted marketing venues.
It is intelligent. It does not glorify stupidity, nor does it exhibit stupidity in content or assumptions.
Information is accurate, and solid, it is not hasty or ill-researched. Quality content does not make sweeping conclusions such as "everyone needs a vitamin supplement to be healthy". Such a conclusion is not scientifically supportable, and readers know it. Quality allows for individuality, and has evidence to back up conclusions when conclusions are controversial.
It is unique in some way, and has original character. Quality is not sterile or impersonal, it welcomes people in, and provides something they cannot get elsewhere.
It is genuinely useful. Quality instructions actually teach. Quality products actually work. Quality entertainment entertains without harming.
Though quality is difficult to quantify, people know it when they see it. When they associate your name with intelligence, accuracy, helpfulness, usefulness, and kindness, they remember, and they stay. When they see haste, sloppiness, stupidity, or avoidable errors, they go away. They only remember you if someone reminds them, and then they remember the error, not the good.
Set your standards high, and then keep them there.
Meet high quality standards in all aspects of your business, and your marketing efforts will pay off far better.
Written by Laura Wheeler
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