Communicating a Service Offering in Cairns
Because services are not touchable, marketing messages for services do more than market services. Communications render services more tangible, and present prospects something firm to consider.
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 give trust to most products. We trust that our new tyres won’t blow out, 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 auto mechanics will do more than necessary, and bill more than is warranted. We worry that the latest weight loss service will fail, just like the three we have tried before. We worry that our builders will exceed their budget and complete the job 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, communicating 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/
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