Communicating a Service Offering in Cairns
January 31st, 2010
Because services are intangible, marketing communications for services do more than sell services. Communications render services more tangible, and give 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 speak for themselves at all.
We implicitly give trust to most products. We trust that our new tyres won’t explode, our brown 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 solicitors and auto mechanics will toil on our behalf more than necessary, and charge more than is warranted. We worry that the latest weight loss service will be useless, just like the three we have tried before. We worry that our builders will pad their budget and finish 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 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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