The main goal of an advertiser in the service sector is to gain the credibility of a real and potential buyer and induce him to purchase the advertised service. Only competent advertising solutions to attract attention, stimulate interest in the service, objectively assess its quality, benefits, and guarantees for the consumer will lead to this goal.
Instructions
Step 1
When you start advertising a service, clearly define for yourself how it differs from a product. There are four basic differences:
1. Services are not tangible. These are mostly actions and processes.
2. Services are highly personalized. The consumer has his own unique requirements for them (think of a fashion studio or a hairdresser). The performance of the service depends on many uncontrollable factors: the vaguely formulated request of the client himself, the qualifications of the performers and others.
3. When providing a service, the production stage coincides with the consumption stage, and the buyer can participate in it directly. The uniqueness of each situation makes it impossible to completely unify many service procedures.
4. The service is fleeting. It cannot be stored and stored.
Step 2
When starting to compile the "core" of the advertising text, pay the main attention to the quality of the service. The hesitation of a potential buyer when choosing it can have many reasons: from the inability to see the future result to his own incompetence. As a result, he simply compares the promises in some advertisements with the offers in others and looks for "where it goes deeper."
Step 3
Consider the client's expectations, his stereotypes about your service - both negative (fears) and positive (problem solving). The buyer expects from the transaction, above all, a high-quality result, compliance with deadlines, and an acceptable price. He may be concerned with many questions. Are the equipment, tools, technologies, methods of the contractor reliable? Are the staff professional? What if the proper result from the service does not follow? The task of the advertiser is to remove the doubts of the buyer, to emphasize the competitive advantages of the company, to give real-life promises.
Step 4
Use evidence and examples of the high quality of your service and the solidity of the company when writing your advertising message. They can be:
• information on the positive results of similar orders;
• the promise of a "thematic" gift for the service (a disc with useful materials - at a seminar, a guidebook - in a travel agency);
• reference to quality standards, indirectly incorporated in the service (specialists - certified, equipment - from the leaders of world brands);
• information about authoritative awards, victories, successful participation in significant industry events, public events in the region, popular TV shows, etc.;
• information on corporate standards of internal quality control;
• information on options for cooperation: a possible free "trial" of the service (introductory lesson in foreign language courses, a health session, etc.), on the appointment of a personal consultant, etc.
Step 5
Having identified all the advantages of your service, feel free to start compiling the text of the advertising message. Its content and volume depends on the choice of the advertising medium. For print advertising, this will be a usual composition - full or abbreviated: slogan (advertising slogan, call, headline), opening, information block (information about the service and supporting text), reference information (address, contacts, etc.).
