We hear it frequently in the marketing and advertising pitches for products and services.  “This is a quality product!”

Aaaarrrgggghhhhhh. Are we consumers, by inference, supposed to assume that this implies good quality?  Hardly.

Every product, every service, everything has a quality (noun).  What is missing from claims like these is an adjective distinguishing exactly what quality is being touted.

  • High quality
  • Indifferent quality
  • Good quality
  • Dubious quality
  • Fair quality
  • Export quality
  • Premium quality
  • Middling quality
  • Top-drawer quality
  • POS quality
  • Craftsman quality
  • Discount quality

You get the picture, yes? So give your product or service a good hard look, and then give us the benefit of a few superlative adjectives — if they are deserved.

Of course, you may not want (or be able, legally) to use high-quality adjectives for your product. So go ahead. Leave them out. But we’ll still know the quality…it’s scrappy.

—Steve Lange
Senior Editor
Palo Alto Software

Was this article helpful?

Average rating 4 / 5. Vote count: 1

No votes so far! Be the first to rate this post.