Because services are not touchable, marketing messages for services do more than promote services. Communications make services more tangible, and give prospects something firm to make reference to.

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, yells 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 blow out, our white 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 solicitors and web designers 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 five before it. We worry that our builders will exceed their budget and finish 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, 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/