White Label Networks

Communicating a Service Offering in Cairns

31st January, 2010 - Posted by Frank Whitelaw -

Because services are intangible, marketing communications for services achieve more than market services. Communications render 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, yells 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 white 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 solicitors and auto mechanics will work more than necessary, and bill more than necessary. We worry that the latest weight loss service will be useless, just like the three we have tried before. We worry that our home renovators will pad their budget and complete the job weeks after they promised. 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, 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/