Can your product or service be copied across all price points?
Say you sell shoes. You work with a supplier who creates handmade hand shoes for you to sell and has an intricate process. They take a print the customer’s foot and handcraft the correct sole for the print, the exact perfect sizing and comfortable material for the specific use. Your marketing for this shoe brings in consistent sales and has a high-profit margin.
Now, say you picked up a second supplier with a lower priced version of the handmade shoes you sell. They sell to every big-box, generic shoe store in the world. You added them to your supply chain because you saw a need with your customers. However, the margin is slim, as any google search can undercut your price. But, through good SEO and benefit-heavy descriptions, customers find you, and you have high sales numbers.
In analyzing your sales, you realize, even though the generic shoe seems to be selling better, they are often on back order due to the demand. Backorders cause frustration with your customers. You end up giving more in refunds or giveaways to keep them happy.
Whereas, with your handcrafted shoes, your customers know it will take 6-8 weeks for delivery. They are ecstatic when they get their shoes. You are getting raving reviews and 5 stars on all platforms stating you have the best shoes and service in the world.
Unfortunately, as time passes you realize you can only maintain business with one supplier, whom do you let go?
While it should be obvious, most people choose quantity over quality. They feel like because they only paid $20 for the shoes, they realize the shoes might not last long. If that's the case, they'll buy another pair.
If they choose the quality product, their shoes last longer, and they won't be buying another pair soon. However, they are delighted. They will become your champions and share your message with everyone, everywhere.
Essentially, they become your marketing squad. This unintended consequence of excellent quality and service now has you selling more due to referrals.
This illustration applies to your marketing as well. No, you don't have to sell shoes. The key takeaway is quality will always lead to bigger and better sales.
By working with the professionals, you receive better service because they take the time to learn about your business, your unique processes, and what the main benefit to your clients, your marketing writing brings in those who have the ability and necessity to do business with you. Anyone else may provide you with a cheaper product, and you may get results from the one and done buyers, but you won't be building client loyalty and repeat business.
If you're looking for sustained growth, you need to work with professionals who deliver quality and quantity. Yes, you may pay a little more, but you'll benefit with better clients, repeat clients and a personal marketing squad cheering for you.
Eva is a marketing copy and content writer. Her goal is to help businesses set themselves apart and grow!
Marketing and Content Copywriter | Small Business, Real Estate Brokers, Agents, Investors, Property Management, Builders, Proptech | Appleton WI