Because services are not touchable, marketing messages for services achieve more than promote services. Communications render services more tangible, and present prospects something firm to make reference to.
As a result, marketing communications for most services drag around a heavier load 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 trust most products. We trust that our new tyres won’t explode, 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 toil on our behalf more than necessary, and charge more than necessary. We worry that the latest weight loss service will fail, just like the five before it. We worry that our home renovators will exceed their budget and complete the job weeks after they promise. 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, communicating 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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