Communicating a Service Offering in Cairns
January 31st, 2010
Because services are intangible, marketing communications 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 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 worry that our lawyers and auto mechanics will work more than necessary, and charge more than necessary. We are concerned that the latest weight loss service will be useless, just like the four before it. We worry that our home renovators 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 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/
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