ADF News

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

As a result, marketing communications for most services haul around a heavier burden than communications for products. A bright red Porsche 911 convertible, for example, chants 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 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 worry that our lawyers and auto mechanics will do more than necessary, and bill more than necessary. We are concerned that the latest weight loss service will fail, just like the four before it. We worry that our builders will extend 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/