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Because services are not touchable, marketing messages for services achieve more than market services. Communications make services more tangible, and give 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 trust most products. We trust that our new tyres won’t blow out, 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 fret that our solicitors and web designers will do more than necessary, and bill more than is warranted. We worry that the latest weight loss service will be useless, just like the two before it. We worry that our remodelers will pad their budget and finish weeks after they promise. 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/