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Because services are intangible, marketing communications for services achieve more than market services. Communications render services more tangible, and present prospects something firm to make reference to.

As a result, marketing communications for most services drag around a heavier burden than communications for products. A bright red Porsche 911 convertible, for example, chants loudly and beautifully for itself. Very few services shout 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 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 necessary. We are concerned that the latest weight loss service will be useless, just like the four before it. We worry that our remodelers will extend their budget and complete the job weeks after they promise. We worry that the collection agency we hire 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/