Because services are not touchable, marketing communications for services do more than sell 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 burden 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 blow out, our white sugar will taste sweet, and our aspirin will relieve our headaches without bad side effects. But we are far less trusting and certain about most services.
We fret that our lawyers and auto mechanics will work more than necessary, and bill more than is warranted. We are concerned that the latest weight loss service will fail, just like the four before it. We worry that our home renovators will pad their budget and complete the job weeks after they agreed to. We worry that the collection agency we engage for our service will badger 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 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/
Tags: marketing services, rob johnson cairns, services marketingJanuary 31st, 2010UncategorizedRead More >No Comments