ADF News

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

As a result, marketing communications for most services drag 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 speak for themselves at all.

We implicitly give trust to most products. We trust that our new tyres won’t blow out, our white 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 lawyers and auto mechanics will work more than necessary, and charge more than is warranted. We worry that the latest weight loss service will be useless, just like the five we have tried before. We worry that our builders will pad their budget and complete the job weeks after they promised. 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/