Communicating a Service Offering in Cairns
Because services are intangible, marketing messages for services achieve 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 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 explode, our brown sugar will taste sweet, and our aspirin will soothe 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 necessary. We are concerned that the latest weight loss service will be useless, just like the three before it. We worry that our home renovators will exceed 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 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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