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, speaks 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 soothe our headaches without bad side effects. But we are far less trusting and certain about most services.

We fret that our solicitors and auto mechanics will do more than necessary, and charge more than necessary. We worry that the latest weight loss service will be useless, just like the four we have tried before. 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 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 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/