Although being invisible has its advantages in the world of superheroes and make-believe, it's a decided disadvantage for businesses. That's how many service companies—who have intangible "goods" to sell—sometimes feel when it comes to marketing their own offerings: If customers can't touch and feel a "product," it can be a hard sell.

Service firms have to find a way to make their products visible, to show what results or benefits come out of them, to make them "live." It's not easy, but it can be done. What is the best way to make the strengths of your services obvious? How do you successfully market services?

Is your business already operating like a lean, mean fighting machine? Or is there a villain making life difficult for your superheroes? 100,000 “MarketingProfs Today” readers with superhuman powers await the call to rescue you . Submit your challenge and receive a complimentary copy of our book, A Marketer's Guide to e-Newsletter Publishing that makes creating great newsletters clear as day.

This Week's Dilemma

Marketing the invisible: services

Our business is a service, and it's harder to sell something you can't see. We've collected testimonials from satisfied clients, but that is not enough. How do we convince prospects of the benefits or results that will come from our services? How do we market services?

—Lynn, Principal

Previous Dilemma

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ABOUT THE AUTHOR

Hank Stroll (Hank@InternetVIZ.com) is publisher at InternetVIZ, a custom publisher of 24 B2B e-newsletters reaching 490,000 business executives.