One of the most frequent questions I get is how much should be spent on a marketing or sales initiative. Whether it’s a website, CD, brochure or any other communication mechanism.
While I don’t like the reference to “slick,” (which to me is negative), I think he means production value. The key is that when you go for “production value” (ie. I want this to look fantastic), then you have to go all the way – and that means spend the money and the time to make it work. Otherwise, focus on the content and make it real.