Communicating a Service Offering in Cairns
Because services are intangible, marketing communications for services do 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, 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 explode, our brown 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 solicitors and auto mechanics will work more than necessary, and charge more than is warranted. We worry that the latest weight loss service will fail, just like the five before it. We worry that our remodelers will pad their budget and finish 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/
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