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Because services are intangible, marketing messages 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 drag 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 give trust to most products. We trust that our new tyres won’t explode, our brown 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 worry that our solicitors and web designers will work more than necessary, and charge more than necessary. We are concerned 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 badger 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 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/