Words to Grow By
1. Quality.
From Fortune 500 companies on down, this word has been used and abused forever.
Well, here’s the big bombshell, folks: the word “quality” is not, never has been, and hopefully never will be an adjective. It’s a noun…period.
And yet in marketing far and wide, it’s almost always used as an adjective, as in: quality service, quality products, quality people, and so on. So let’s look instead, how to use “quality” effectively, and ONLY as a noun.
To the extent that you have qualities that set you apart from your competition, sound the trumpets…but also be prepared to back up you claims.
- “Our company installs products that meet the highest standards of quality in the industry, according to Consumer Reports.”
- “Company owner, (your name), possesses qualities of leadership that have earned him widespread acclaim – locally and nationally – from customers, peers, and industry associations alike. Click here for details.”
Ford Motor Company, in my estimation, will always rank as one of the biggest offenders of ”quality” – noun or adjective – with this golden oldie slogan: “Ford. Where Quality is Job #1.” Here’s what that really means: “At Ford we make cars and trucks that have certain qualities. Some are mediocre at best, but we make them that way knowing exactly what we’re doing!” So much for bold and tough.
The moral? Go through all of your marketing materials – including your web site – and delete “quality” everywhere it’s used as an adjective. Because it’s not, no matter how impressive it might sound. And when you use it as a noun, make sure you back up your claims.
Bob Russo
President, IMS Advertising, LLC
Professor of Marketing, University of Hartford
