Every time I see a good example of marketing, what attracts me is not how clever it is or how new it is, but how well it communicates about the value of the product or service.
Consider for example the iPhone . Not only does everyone want to own one, but they also want the latest model. Some even change models every year in order to have the latest one.
The iPhone is so “cool”, thin, elegant and simple to use (and simplicity is not an easy thing to achieve huh), that you want it as soon as you see it. No words needed. The value is visceral.
But is it the case of your service or program?
Probably not, starting with the fact that your services are intangible . There is nothing to see or touch. Someone has to experience your service or program to see the value. And so we come to service marketing.
The whole purpose of marketing is to powerfully communicate the value of your service or program. And if your business is going to survive, and also grow, it is absolutely necessary that you learn how to do it.
Where to start?
How To Do Services Marketing: 10 Questions To Define It
It starts with the service itself. You literally invented the service and developed all the components. You did it the moment you sat down and answered these 10 questions.
1. The Name Of The Service
A good name is essential . It has to be oriented to benefits and results. For example “Management Consulting Services” is very generic. It does not give any idea of what you can receive. But, for example “Company Recovery Services” communicates the value in the name.
2. Who Are The Clients For Your Service?
Not everyone or anyone, that’s for sure . You have to define it as precisely as possible. For example “managers of high-tech companies in Silicon Valley” or “entrepreneurs who are starting a business”.
3. Problems Or Challenges To Which The Service Is Directed
The only reason someone buys something is because they lack it. They contract a service to obtain what they do not have, do not want or cannot do.
You have to come to understand what “hurts” them and be the remedy for that “pain” .
4. Expected Results Of Your Service
Well, you have already defined the problem. Now answer can you fix it? What can your clients expect to receive if they hire your services? What will improve, expand or work better compared to your current situation? And can it be made easier, faster and with better quality than what you are now using?
5. What Is Unique About This Service?
Perhaps your service, in essence, is similar to many other professional services. So where does yours stand out? What extra value can you add? What do you offer that others don’t? Find out and explain it.
6. What Does The Client Receive?
That is, what are the components of this service? Don’t assume your customers understand how your service works. Explain them clearly, simply and easily.
7. What Are The Benefits Of The Service?
Think about each and every one of the benefits and advantages that your services offer. Again, don’t assume your customers know this; explain them in depth.
8. What Is The Proof Of The Value Of Your Services?
Who else has used your service successfully? What results did they get? Can you write a case study? Can you get a testimonial?
9. What Is The Structure Of Your Service?
I mean, when you meet with a client, what happens in a meeting, what happens between meetings, what do you expect your clients to do, and what exactly are you going to do? Make it 100% clear what each part is expected to do.
10. How Much Do You Charge For This Service?
You don’t often post this information, but it’s best to be very clear about your pricing strategy. How long does it take to deliver your service? Is it profitable for you while still being a good deal for the customer?
If you haven’t answered all of these questions yet, you can’t effectively communicate the value of your services . Look, not everyone is interested in all of those points, but everyone is interested in some of them.
In developing a service , especially an intangible (and often expensive) service, you have to say more, explain more, and demonstrate more. A line with four words will not do it.
Once you have the answers to all of these questions , you then need to write what I call a “Sales Letter” that includes all of these 10 elements. Put it on your website under the “Services” menu. If you have more than one service, write a sales letter for each one.
Your letter should be between 5 and 7 pages long . Write it as if you were talking to someone sitting across from you who is asking the above questions. Then he explains everything in clear, profit-oriented language.
Before you meet with a potential client to discuss your services, make sure they have read the letter. That’s going to shorten the entire sales process and make people feel more comfortable and confident about working with you.