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Because services are not touchable, marketing messages for services do more than promote services. Communications make services more tangible, and offer prospects something firm to make reference to.

As a result, marketing communications for most services drag around a heavier burden than communications for products. A bright red Porsche 911 convertible, for example, yells loudly and beautifully for itself. Very few services speak for themselves at all.

We implicitly trust most products. We trust that our new tyres won’t explode, our brown sugar will taste sweet, and our aspirin will reduce our headaches without bad side effects. But we are far less trusting and certain about most services.

We fret that our solicitors and web designers will toil on our behalf more than necessary, and charge more than necessary. We worry that the latest weight loss service will be useless, just like the two we have tried before. We worry that our remodelers will extend their budget and complete the job weeks after they agreed to. We worry that the collection agency we engage for our service will badger our clients worth keeping and collect only a small part of our outstanding receivables.

So unlike communicating about products, talking about services must make the service more tangible and real, and must soothe the worried prospect. It’s not like selling Porsche automobiles.

For more information about services marketing and making services more concrete, visit Rob Johnson’s Twitter page. Sponsored by Rob Johnson of http://seocairns.seovoodoo.com.au/

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Because services are not touchable, marketing messages for services do more than market services. Communications make services more tangible, and offer prospects something firm to measure.

As a result, marketing communications for most services haul around a heavier load than communications for products. A bright red Porsche 911 convertible, for example, shouts loudly and beautifully for itself. Very few services shout for themselves at all.

We implicitly trust most products. We trust that our new tyres won’t explode, our brown sugar will taste sweet, and our aspirin will relieve our headaches without bad side effects. But we are far less trusting and certain about most services.

We fret that our solicitors and auto mechanics will toil on our behalf more than necessary, and charge more than is warranted. We are concerned that the latest weight loss service will be useless, just like the two before it. We worry that our home renovators will extend their budget and finish weeks after they promised. We worry that the collection agency we hire for our service will badger our customers worth keeping and collect only a small part of our outstanding receivables.

So unlike communicating about products, communicating about services must make the service more tangible and real, and must reduce risk for the worried prospect. It’s not like selling Porsche automobiles.

For more information about services marketing and making services more concrete, visit Rob Johnson’s Twitter page. Sponsored by Rob Johnson of http://seocairns.seovoodoo.com.au/

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