Communicating a Service Offering in Cairns
January 31st, 2010
Because services are not touchable, marketing communications for services achieve more than sell services. Communications render services more tangible, and present prospects something firm to consider.
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 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 worry that our lawyers and web designers will work more than necessary, and bill more than necessary. We worry that the latest weight loss service will fail, just like the three before it. We worry that our builders will pad their budget and complete the job weeks after they agreed to. We worry that the collection agency we engage for our service will harass our customers 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 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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