Honesty and Quality
by: Elmer Boutin
What's the last original idea in marketing? How about an honest business providing a quality product or service?
Too many businesses these days take shortcuts to profitability without considering what they will do for the long haul. They dash out schlock, running to win the “race to the bottom” in price. They sacrifice quality, workmanship and customer service on the altar of the quick buck.
This has gone on throughout time, too. In ancient history, God had to remind the people of Israel through Moses that they should use honest weights and measures in their commercial dealings. In 1516, the Bavarian Government introduced purity laws to regulate brewers of beer, partially to ensure quality. Today, modern governments pass law after law to protect consumers from fraud and dangerous products.
Aside from the occasional exception, most businesses putting out bad products or services don't pass muster for very long. After cleaning up some quick cash, people get wise to and start telling their friends to avoid them. In today's rapid communications culture, a business can be ruined in a very short time.
However, those businesses which take care of their customers with good products, services and care tend to make it over the long haul. Their customers become their best marketing, proudly proclaiming their happiness at finding a good mechanic, tailor, restaurant, or even used car dealer. Their customers become fans, even evangelists spreading the word, “You've got to try this place,” or “I found the best....”
Think about this as you go about your business today. Are you willing to jeopardize long-term income for short-term profiteering? Would you rather be the flash in the pan or the one which outlasts the others? I hope you choose honesty and quality over junk and garbage.
The Last Original Idea
... is a chronicle of communication and commerce as seen through the lens of the Internet. It is a must-have reference book for marketing people..
Jim Sterne Founder of
eMetrics Marketing Optimization Summit
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