Australian Travel

Because services are not touchable, marketing messages for services achieve more than promote services. Communications make services more tangible, and present prospects something firm to consider.

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 blow out, 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 worry that our solicitors and auto mechanics will toil on our behalf more than necessary, and charge more than necessary. We worry that the latest weight loss service will fail, just like the two before it. We worry that our home renovators will extend their budget and finish weeks after they promise. 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, 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/