Communicating a Service Offering in Cairns
Because services are not touchable, marketing messages for services achieve more than sell 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 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 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 fret that our lawyers and web designers will toil on our behalf more than necessary, and bill more than is warranted. We are concerned that the latest weight loss service will be useless, just like the three we have tried before. We worry that our home renovators will exceed their budget and complete the job weeks after they agreed to. We worry that the collection agency we hire for our service will harass 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/
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