Here’s an old marketing story but pertinent one:
A woman is driving along a country road and sees this sign:

She thinks, “I want eggs and that sign says ‘fresh’.”  She pulls over and buys eggs. Transaction complete, another successful piece of marketing.
But lets say the same woman would be a great candidate for flying lessons and she sees this sign:

Would she pull over and sign up? Probably not.
If you create content for products and services that require consideration and a higher level of trust, the lesson of the story is clear:
Make sure the quality of your creative and production reflect the quality of what you are selling.
Yet many companies are investing less and less in their creative and production choosing instead to crank out mediocre content.
Why? With so much data available and a singular focus on analytics, managers who want instant results demand that creative be quick, easy and cheap. They don’t look at the long term return. Every piece of creative you produce communicates the quality of your brand, and after a while if you built it with cheap straw instead of brick, your house will fall.
The Idea is King
Too often we see creative that we call “invisible.” Everything is spelled correctly, it sure fits in the required space, but it doesn’t spark a thought or a feeling and is easily overlooked.
A great idea finds the essence of your brand and connects it to a basic truth and a real human emotion that makes everyone nod their heads in agreement. Your audiences are not data, they are people. If you’re in health care, advocacy or you sell any product or service where your audience must invest in more than a dozen eggs, they must trust you and feel confident in their decision. So find creative partners who have proven they can take a complex message and tell a strong compelling story that connects.
Your Production Needs Love
These days every phone has a camera, every laptop has editing software and lots of people have Photoshop. But these are just tools. I own a guitar and vocal chords, those are tools. However, you would not enjoy the quality of my performance nor would you be happy paying for it. In fact, you may want to sue me for the emotional distress.
Find people who have proven they can take an idea and create a piece of communications that draws you in.
So many people are touting their “production” capabilities because they have the tools. Don’t just look at their estimate, instead look at their samples or reel.  When you see work that you like, ask lots of questions. How much did it cost? Who shot it? Who edited it? Who did the sound? Will they be working on your project? If it’s a commercial or a substantial video, ask for a treatment. This will tell you immediately who has a vision for your project and who does not.
Not every piece of communication is going to show a direct ROI. Yes, that banner ad with the bland headline and stock photo will show clicks. But the powerful video, events, PR, outreach and commercials people see before that will determine whether they will trust you and become a customer.
ROI is an essential measurement, but in most cases when you go cheap on the “I” you’re not going to be happy with the “R.”