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Promote a Service
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Services tend to be less unique than products which is why advertising becomes that much more important. What sets your service apart? Why would your target audience choose your service over a competitor’s? The devil here is in the details and how those details are messaged out. Providing moving services or dry-cleaning services isn’t unique but HOW you provide them is. After all it’s about you and no one else out there is like you. Designing advertising that illustrates that uniqueness is what can set you apart and achieve your sales objectives. And actually DOING advertising is often what can set you apart – even if you’re a business who is maintained by referrals. Think about the Yellow Pages or a Trade Publication. This is where “others’ who offer similar services are often grouped and advertised. It’s also a great place to see just exactly how many of those organizations look exactly the same. The imagery is the same, the message is the same. The offer is the same. So how do you stand out? It’s not just about looking different but positioning yourself in a way that distinguishes you from the rest and attracts the target audience to choose you. Promoting a service is like promoting a product in that you need to advertise and position your service like a product. It’s a commodity and one that has value. It needs to be packaged in a way that appeals to your target audience while allowing it to make sense and sell the benefits of your service – those things that make YOUR delivery of that service the best. Advertising creates that impression and provides that message to your target audience in a way that makes them WANT to select you. |
