Communicating a Service Offering in Cairns
Because services are not touchable, marketing communications for services achieve more than market services. Communications make services more tangible, and give prospects something firm to make reference to.
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, yells loudly and beautifully for itself. Very few services shout 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 cure 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 charge more than is warranted. We worry that the latest weight loss service will fail, just like the three 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 hire 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/
