When people shop in a store, they kick the tires.
They feel the fabric.
They turn the cabbage over in their hands.
In “Life of Brian,” Harry the Haggler implores Brian to “Look at it. Feel the quality.” You can’t do that for your customers on the Internet.
Or can you?
There are several factors that make a sale.
Targeting the right people, establishing trust, creating a sense of urgency…but product quality is paramount.
On the Internet, they can’t touch, feel or smell your product or service. But there are three ways you can trick people’s brains to “feel the quality”:
- Show attention to detail
- Offer “the latest”
- Give it luxury appeal
1. Show attention to detail.
People assume that products off modern assembly lines come with an occasional defect.
It’s the compromise we make to afford our consumer paradise.
That’s why the Hanes underwear inspector commercials were such a hit.
Yes, the briefs are made on an assembly line, but there’s a real, live human checking for quality.
Related: Why Marketing Is Not the Job for the Lazy
Even if you have no images or video, you can convey this same attention to detail with the words you use.
These words all imply a real person paying attention to detail.
They appeal to our nostalgic notion that people in the “good ol’ days” took more pride in the quality of the details.
It’s not for nothing that restaurants often refer to their “homemade” dishes .
Twice in the past week, I have come across the word “handcrafted” used to pitch the most unlikely of products.
I got an email entitled “Handcrafted Experiences” from a travel website.
Can you picture an artisan in his apron, meticulously forging a travel itinerary? Nevertheless, “handcrafted” gives the message an authentic, custom air.
I saw a similar title on a WordPress themes website: “Handcrafted WordPress Themes For Professional Bloggers.”
Themes are hand-coded and they are hand-designed, so it makes sense.
The mental image of an artisan (in his apron?), meticulously forging a virtual product, shows how any product can be handcrafted.
2. Offer “the latest”
Harking back to the good ol’ days of quality craftmanship is one way to convey quality. An opposite tactic is to offer “the latest”.
Related: 4 Low-Cost Marketing Strategies Every Business Should Know
People assume that state-of-the-art, leading edge products are better quality.
Because mankind is moving forward, so the latest is better than the previous.
People don’t invent inferior products, do they?
Planned obsolescence aside, most of mankind’s newer renditions have been toward better quality:
- from outhouses to flush toilets
- from car phones to smart phones
- from horse and buggy to cars
- from hand-held fans to air conditioning
The latest is assumed to be the best, especially with technology.
Even when it comes to our health, we rely increasingly on fast-changing technology to detect and diagnose.
And so, we find words like “state-of-the art” used to describe services such as those from breast cancer clinics.