Communicating a Service Offering in Cairns
Because services are intangible, marketing communications for services achieve more than promote services. Communications render services more tangible, and offer prospects something firm to measure.
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, 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 brown 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 do more than necessary, and bill more than necessary. We are concerned that the latest weight loss service will fail, just like the four we have tried before. We worry that our remodelers will pad their budget and finish 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, 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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