Dayboro Motel

Because services are not touchable, marketing communications for services do more than market services. Communications render services more tangible, and give prospects something firm to consider.

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 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 relieve our headaches without bad side effects. But we are far less trusting and certain about most services.

We worry that our lawyers and auto mechanics will toil on our behalf more than necessary, and bill more than is warranted. We are concerned that the latest weight loss service will be useless, just like the two before it. 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 harass 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 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/