We are a marketing strategist. After more than two decades in marketing advisory, we’ve seen many businesses trying their level best to achieve growth—from revenue and profit, to cash flow, market share and brand reputation. Most of them started off the journey by copying what’s trending, tweaking what’s working for others, and hoping it takes off. This is exactly why so many businesses fail. They blend in on a particular trend and blindly make it their benchmark. Some compete on price. While others are chasing the next big thing instead of building something meaningful that solves real problems.
If you wish to save years of your time and truly want to succeed, forget about following trends or copying other people’s playbooks. Instead do this one thing. Focus on quality. That’s because, in the end, that’s what makes people choose you, stay with you, and tell others about you. A good marketing strategy will emphasise on and prioritise this more than other elements.
We can tell you right now that it’s tough to market crap. No amount of marketing can push a mediocre product. If what you’re selling is just another version of what’s already out there, why should anyone change their buying routine and opt for your product? Unless your product has a quality that is way better than the product they are using now. Your product really solves their problems, lasts longer, and makes those users feel like they made the right choice. That’s what turns customers into repeat buyers.
A great product alone won’t bring you anywhere near success. It must come along with a great service. You see, people remember how you treat them—whether you make things easy, whether you actually care. Fast responses, no-hassle refunds, and going the extra mile don’t just make customers happy. They make them feel appreciated and loyal. And loyal customers don’t just come back, they bring others with them.
The third element of quality is the user experience part. Example, have you ever visited a website that felt confusing? Or tried to buy something and got frustrated halfway? That’s bad user experience, and it’s the easiest way to lose people. The best businesses remove friction. They make every step—from discovery to checkout—so smooth that customers don’t even think about it. They just enjoy it.
Here’s the thing. When people love what you do, they talk. And when they talk, your business grows—without ads, without email outreach and without begging for attention. Word of mouth is the nirvana of marketing because it’s real. You can’t fake it, and you can’t buy it. You earn it by being so good that people can’t help but share. Businesses that focus on quality don’t worry about the competition. They don’t have to. Customers seek them out, stay with them, and spread the word for them. So stop following trends and others. Create something that people actually want, and keep the quality intact.
This article was first published on AAR & Company.
