ADF News

Because services are not touchable, marketing messages for services achieve more than promote services. Communications render services more tangible, and offer prospects something firm to measure.

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 white sugar will taste sweet, and our aspirin will soothe our headaches without bad side effects. But we are far less trusting and certain about most services.

We fret that our lawyers and web designers will work more than necessary, and bill more than is warranted. 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 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 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/