Communicating a Service Offering in Cairns
Because services are not touchable, marketing communications for services achieve more than sell services. Communications make services more tangible, and offer prospects something firm to evaluate.
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, shouts 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 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 charge 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 remodelers will pad their budget and finish weeks after they promised. 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 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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