Everyone (and I mean everyone) claims that their products or services are high quality. After all, who would claim otherwise?

The problem is that over-usage of the Q word has rendered it transparent and meaningless.

But we know that not all goods are quality. And if you’re a person or company who makes or sells genuinely high-quality items, you have a problem.

You want to tell the people looking at your goods that they are high-quality, crafted from the finest raw materials and hand-made with painstaking care and attention to detail. Yet if you slap a big “HIGH QUALITY” sticker on the item it cheapens it. And if you mention the high quality, you’re utilising one of the most over-used adjectives in the English language today.

Labelling something as high quality doesn’t work, but communicating the quality will.

If you’re selling wood carved figures, and your website demonstrates that you only use hand-picked Agarwood or Eaglewood, and that each carving is hand made only using hand-tools, a process taking approximately 90-100 hours per carving, you’ll communicate quality.

In these times of advanced technology, we’ve gone full circle. Machine-made is no longer quality, but hand-picked, hand-crafted and hand-made are.

Communicate quality – don’t say it.

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