Communicating a Service Offering in Cairns
Because services are not touchable, marketing communications for services achieve more than sell services. Communications render services more tangible, and give prospects something firm to evaluate.
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, chants loudly and beautifully for itself. Very few services shout 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 fret that our solicitors and auto mechanics will do more than necessary, and bill more than necessary. We worry that the latest weight loss service will fail, just like the four we have tried before. We worry that our builders will pad their budget and finish weeks after they agreed to. We worry that the collection agency we hire for our service will badger 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 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/