People who see and read your ads in trade publications come away with an impression of your company. Advertising – good or bad – helps to create an image of your company in the minds of those who see it. And it's not just ads in trade publications. Your mailings, your trade show booth, your sales/product literature, your web site – even your company's stationary, business cards, and packaging – all project an image to prospects. But do they project the right image?
People recognize quality (or the lack of it) intuitively, without ever being able to identify the specific factors that create it. Walk down a rack of woolen suits in any store and you will almost always be able to spot the best and most expensive garment on the rack. Look at furniture or household furnishings and you'll find you have the same ability. The old prospectors used to say, "When you see gold, you know it."
Smart alecs who say "It's good enough", or "Nobody will know the difference", or any of the other trite sayings that serve merely as excuses for sloppy work or poor quality, are wrong. As our mother used to tell us, "You don't have to be a chicken to know an egg is rotten."
Our message here has to do with how you present your product and your company in advertising. Good copy, good graphics, good printing, and good paper are all important. That is, unless your strategy is to position your products as the cheapest on the market, in which case you should go the bargain outlet route to reflect your low price image.
At Norris & Company, we understand how little details combine to create an image of quality in the minds of those who see your company's advertising.
