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Advertising - Should You Be Advertising Your Services?


You offer a reliable, quality service. You know that if more people knew what you can do, you'd increase sales. So you advertise in the most likely media for potential clients to read about you. But there's no response. Why?

If this scenario is familiar to you there's a few likely causes.

1. Maybe your ad's aren't designed well - poor layout, inappropriate offer, etc.

2. Maybe you have selected the wrong media, placement or timing.

3. Maybe you shouldn't be advertising your services.

Now I know there's a lot to consider when writing advertisements - creating "killer headlines", long copy versus short copy arguments, using white space, etc - and I could give you some tips on how to buy media. But I'm not getting into that today. I'm going to talk about the third point - maybe you shouldn't advertise.

But wait! (I hear you ask)... Why shouldn't I advertise my business?

Put simply, some services are not suitable to be advertised in the usual fashion. Most advertising is to stimulate action, usually a purchase or decision to place an order. If you're selling a 'product' this is relatively easy to achieve. Customers know what they are buying. There's usually some sort of benchmark, or product criteria, customers use to judge whether your product will do what they want.

But when it comes to services, many potential customers (or clients - I use both terms interchangeably) may not be able to make the same sort of judgement. This is particularly the case for services where the specific outcome is hard to predict, or where there is a large degree of emotional involvement or risk in the customers decision making process.

Think about it this way. Services can be broadly classified under the following headings:

* People Processing (eg hairdresser, medical)

* Possession Processing (eg computer repairs, dog obedience training)

* Knowledge Processing (eg education, entertainment)

* Information Processing (eg accounting, investment advice)

Generally speaking, possession and people processing services are more tangible than knowledge or information processing. For possession and people processing services, clients can see/touch/feel the outcomes, and they may even be personally involved in the delivery of the actual service. Additionally, tangible services usually incorporate a higher level of personal contact (intensity or frequency) between the provider and the customer.

So, for more tangible services, clients often have more reference points on which to base a future purchase decision.

If your business provides services with less tangible, and more variable, outcomes then media advertising may not be the best answer for you. For your type of services customers will be very interested to understand 'how' you deliver your service and will need to develop a suitable degree of trust in you before they will make the decision to use your services. These criteria cannot be fully met through advertising alone.

So what should you do to get more business? Here are a few ideas:

* Perform your service to an excellent standard - surpassing mere customer satisfaction.

* Provide information to educate your potential clients.

* Develop sales processes that identify real problems you can solve.

* Make sure you address the true concerns and risks of your clients.

* Understand the clues customers use to decide whether they will use you.

* Create a network of related service providers who may refer prospects to you.

* Develop mutually beneficial joint-promotional activities with well-respected businesses in complementary fields.

Please don't misunderstand my message. Advertising can be very productive. If you can clearly state specific benefits (i.e. outcomes) and overcome the initial concerns of prospective clients, then advertising may work for you. That's why possession processing services such as lawn mowing can be easily advertised. For your average lawn the customer can recognise and understand what they are buying.

However, if your business provides relatively intangible services that deliver outcomes dependent upon a variety of factors, then media advertising should not be high on your list of marketing activities.

(c) 2004 Marketing Nous Pty Ltd

Stuart Ayling runs Marketing Nous, an Australasian marketing consultancy that specialises in marketing for service businesses. He helps clients to improve their marketing tactics, attract more clients, and increase revenue. Stuart also offers telephone consultations and runs regular marketing seminars. For additional marketing resources, including Stuart's popular monthly newsletter, visit his web site at http://www.marketingnous.com.au.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sat. November / 02 / 2024

Meta Warns of Worsening AI Losses After Sales Narrowly Beat - Bloomberg
Meta Warns of Worsening AI Losses After Sales Narrowly Beat  Bloomberg

Why online organizers are pressuring advertisers to reconsider Twitch’s brand safety over antisemitism claims - Digiday
Why online organizers are pressuring advertisers to reconsider Twitch’s brand safety over antisemitism claims  Digiday

Amazon's advertising business grew 19% in the third quarter - CNBC
Amazon's advertising business grew 19% in the third quarter  CNBC

Federal court rules against House Dems in ad dispute - Axios
Federal court rules against House Dems in ad dispute  Axios

Trump’s campaign accuses The Post of campaign rules violations - The Washington Post
Trump’s campaign accuses The Post of campaign rules violations  The Washington Post

Meta Reports Record Revenue, Slower Digital Advertising Growth - The Wall Street Journal
Meta Reports Record Revenue, Slower Digital Advertising Growth  The Wall Street Journal

Some Democratic political advertisers are still betting on X, despite Elon Musk's allegiance with Donald Trump - Business Insider
Some Democratic political advertisers are still betting on X, despite Elon Musk's allegiance with Donald Trump  Business Insider

The cruel truth behind Trump’s new attacks on trans people - Vox.com
The cruel truth behind Trump’s new attacks on trans people  Vox.com

Ghost jobs: why do 40% of companies advertise positions that don’t exist? - The Guardian
Ghost jobs: why do 40% of companies advertise positions that don’t exist?  The Guardian

Subway sued for allegedly shorting customers on meat, 'false and misleading advertisements' - ABC News
Subway sued for allegedly shorting customers on meat, 'false and misleading advertisements'  ABC News

Federal agency investigating how Meta uses consumer financial data for advertising - The Record from Recorded Future News
Federal agency investigating how Meta uses consumer financial data for advertising  The Record from Recorded Future News

Maximize Your Reach with Bladen County Beautiful Advertising Opportunities - - BladenOnline.com
Maximize Your Reach with Bladen County Beautiful Advertising Opportunities -  BladenOnline.com

Advertise with Us - Destination Salem
Advertise with Us  Destination Salem

Nicolle Pangis Joins Netflix as VP Advertising - Variety
Nicolle Pangis Joins Netflix as VP Advertising  Variety

Inspiria Outdoor Advertising recognized on the 2024 Inc. 5000 List - PR Web
Inspiria Outdoor Advertising recognized on the 2024 Inc. 5000 List  PR Web

Ad agencies can afford to F-up. Freelancers can’t: Why advertising legend Jon Williams is putting 100% of his faith in freelancers to build his business - The Freelance Informer
Ad agencies can afford to F-up. Freelancers can’t: Why advertising legend Jon Williams is putting 100% of his faith in freelancers to build his business  The Freelance Informer

Lynn University students shine in advertising competition - Lynn University
Lynn University students shine in advertising competition  Lynn University

Netflix taps new VP of advertising as ad biz prepares for crucial 2025 - Marketing Dive
Netflix taps new VP of advertising as ad biz prepares for crucial 2025  Marketing Dive

Truth In Advertising - The Chattanoogan
Truth In Advertising  The Chattanoogan

Must Read: A New Age of TV Advertising, AI Threatens the E-Commerce Modeling Industry - Fashionista
Must Read: A New Age of TV Advertising, AI Threatens the E-Commerce Modeling Industry  Fashionista

Retailers Went All-In on Advertising. Now They Need to Prove That It’s Working. - Adweek
Retailers Went All-In on Advertising. Now They Need to Prove That It’s Working.  Adweek

In Depth: AI Is Taking Internet Advertising by Storm, but at What Cost? - Caixin Global
In Depth: AI Is Taking Internet Advertising by Storm, but at What Cost?  Caixin Global

Amazon sells out advertising ahead of 2024 Black Friday NFL game - SportsPro Media
Amazon sells out advertising ahead of 2024 Black Friday NFL game  SportsPro Media

Mission Swing State: College Football’s Political Advertising Battle - BVM Sports
Mission Swing State: College Football’s Political Advertising Battle  BVM Sports

$6.625M LinkedIn advertising class action settlement - Top Class Actions
$6.625M LinkedIn advertising class action settlement  Top Class Actions

18 Best Sites for Advertising Your Rental Property Listing in 2024 - Avail
18 Best Sites for Advertising Your Rental Property Listing in 2024  Avail

If you’ve been seeing more pro-Harris ads online lately, here’s why - CNN
If you’ve been seeing more pro-Harris ads online lately, here’s why  CNN

Adams Outdoor Advertising Expands Footprint Again with Acquisition of Kegerreis Outdoor Advertising’s Charlotte Market Inventory - Business Wire
Adams Outdoor Advertising Expands Footprint Again with Acquisition of Kegerreis Outdoor Advertising’s Charlotte Market Inventory  Business Wire

Mountaineering astronauts and bad spelling? It's advertising's future - New Scientist
Mountaineering astronauts and bad spelling? It's advertising's future  New Scientist

College Football Is a Battleground in the Presidential Election - Front Office Sports
College Football Is a Battleground in the Presidential Election  Front Office Sports

Eli Lilly plans to begin advertising weight-loss drug Zepbound - Yahoo Finance
Eli Lilly plans to begin advertising weight-loss drug Zepbound  Yahoo Finance

Blink Advertising Agency Acquires Ethic Advertising Agency - Pennsylvania Business Central
Blink Advertising Agency Acquires Ethic Advertising Agency  Pennsylvania Business Central

Matt Koulermos, Founder of AI-Enhanced Creative Agency AdWaken.ai, Discusses AI’s Pros & Cons in the Advertising Field - USA TODAY
Matt Koulermos, Founder of AI-Enhanced Creative Agency AdWaken.ai, Discusses AI’s Pros & Cons in the Advertising Field  USA TODAY

Microsoft Bing Advertising Revenue Up 18% - Search Engine Roundtable
Microsoft Bing Advertising Revenue Up 18%  Search Engine Roundtable

Elon Musk's X falls behind on updating political advertising disclosures - Business Standard
Elon Musk's X falls behind on updating political advertising disclosures  Business Standard

Ad Age and Columbia University launch mentorship program - Ad Age
Ad Age and Columbia University launch mentorship program  Ad Age

Netflix Names Nicolle Pangis as New VP of Advertising - Adweek
Netflix Names Nicolle Pangis as New VP of Advertising  Adweek

How the US election outcome will influence 3 key areas of digital advertising - eMarketer
How the US election outcome will influence 3 key areas of digital advertising  eMarketer

The Next Administration Will Play a Role in AI Policy. Here's Why It Matters - Adweek
The Next Administration Will Play a Role in AI Policy. Here's Why It Matters  Adweek

Netflix Installs Nicolle Pangis As VP Of Advertising, Overseeing U.S. And Canada Sales Efforts - Deadline
Netflix Installs Nicolle Pangis As VP Of Advertising, Overseeing U.S. And Canada Sales Efforts  Deadline

Meta’s generative AI tools find purchase with users and advertisers - Marketing Dive
Meta’s generative AI tools find purchase with users and advertisers  Marketing Dive

8 Podcast Advertising Examples (2025) - Spotlight | DesignRush
8 Podcast Advertising Examples (2025)  Spotlight | DesignRush

Inside Disney’s increasingly global approach to selling holiday ads - Marketing Dive
Inside Disney’s increasingly global approach to selling holiday ads  Marketing Dive

Netflix Taps Nicolle Pangis as VP of Advertising - Hollywood Reporter
Netflix Taps Nicolle Pangis as VP of Advertising  Hollywood Reporter

A look at political ads in 7 swing states - WBUR News
A look at political ads in 7 swing states  WBUR News

Amazon Climbs 7%, Nears Record Levels as Cloud and Advertising Drive Growth - GuruFocus.com
Amazon Climbs 7%, Nears Record Levels as Cloud and Advertising Drive Growth  GuruFocus.com

CSP’s Retail Media Network Forum Highlights a New Era of Advertising - CSPDailyNews.com
CSP’s Retail Media Network Forum Highlights a New Era of Advertising  CSPDailyNews.com

Kamala Harris Advertisement Draws Inspiration from Carrie Mae Weems - ARTnews
Kamala Harris Advertisement Draws Inspiration from Carrie Mae Weems  ARTnews

Advertising giant lays off dozens of staff for refusing to return to the office - Evening Standard
Advertising giant lays off dozens of staff for refusing to return to the office  Evening Standard

Life Defense Fund, advertising agency discuss use of last-minute campaign contributions - Dakota News Now
Life Defense Fund, advertising agency discuss use of last-minute campaign contributions  Dakota News Now

Kimberly-Clark launches global creative and media review - Ad Age
Kimberly-Clark launches global creative and media review  Ad Age

Google’s Strong Earnings Indicate Its Search Dominance Is Going Nowhere - Adweek
Google’s Strong Earnings Indicate Its Search Dominance Is Going Nowhere  Adweek

The Advertising Campaign That Sold Abortion to the US - National Catholic Register
The Advertising Campaign That Sold Abortion to the US  National Catholic Register

Amazon Analysts See Growth Ahead With AWS In 'Early Innings Of A Big AI Cycle,' Advertising Segment Fast-Growing 'Hidden Asset' - Amazon.com (NASDAQ:AMZN) - Benzinga
Amazon Analysts See Growth Ahead With AWS In 'Early Innings Of A Big AI Cycle,' Advertising Segment Fast-Growing 'Hidden Asset' - Amazon.com (NASDAQ:AMZN)  Benzinga

Advertising & Promotion for Medical Products Conference - Food and Drug Law Institute
Advertising & Promotion for Medical Products Conference  Food and Drug Law Institute

InMobi Advertising Named a ‘Strong Performer’ and ‘Mobile Must-Have’ in New Report on Sell-Side Platforms with Highest Possible Scores Across 12 Criteria - Business Wire
InMobi Advertising Named a ‘Strong Performer’ and ‘Mobile Must-Have’ in New Report on Sell-Side Platforms with Highest Possible Scores Across 12 Criteria  Business Wire

IAB: Audio Advertising Remains Undervalued As Brands Miss Out - Radio Ink
IAB: Audio Advertising Remains Undervalued As Brands Miss Out  Radio Ink

Wishing A Happy Halloween To Our Advertisers - Above the Law
Wishing A Happy Halloween To Our Advertisers  Above the Law

Life Defense Fund and Sioux Falls Advertising Agency discuss last minute uses of campaign money. - Dakota News Now
Life Defense Fund and Sioux Falls Advertising Agency discuss last minute uses of campaign money.  Dakota News Now

Google is Testing a New Search Advertising Tool - Adweek
Google is Testing a New Search Advertising Tool  Adweek

Google Earnings Beat: How 'AI Overviews' Is Boosting Internet Search Advertising - Investor's Business Daily
Google Earnings Beat: How 'AI Overviews' Is Boosting Internet Search Advertising  Investor's Business Daily

Fairfield County advertising for admin. position - The Independent Voice of Blythewood & Fairfield County
Fairfield County advertising for admin. position  The Independent Voice of Blythewood & Fairfield County

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Snap doubles number of advertisers in Q3 as AI, AR bets persist  Marketing Dive

Marketplace Briefing: Advertisers are not won over by Amazon’s AI-powered ad tools - Modern Retail
Marketplace Briefing: Advertisers are not won over by Amazon’s AI-powered ad tools  Modern Retail

Targeted Advertising: Tracking Your Behavior, Not Your Conversations - Industry Leaders Magazine
Targeted Advertising: Tracking Your Behavior, Not Your Conversations  Industry Leaders Magazine

AI for advertising is about taking back control - TechNative
AI for advertising is about taking back control  TechNative

Buy this advertising tech stock poised to rally more than 25%, Wells Fargo says - CNBC
Buy this advertising tech stock poised to rally more than 25%, Wells Fargo says  CNBC

Podcast Advertising Transcends Audio: Podcast-first Omnichannel Campaigns Drives 84% Listener Action, Acast Study Finds - Podnews
Podcast Advertising Transcends Audio: Podcast-first Omnichannel Campaigns Drives 84% Listener Action, Acast Study Finds  Podnews

Omneky Launches AI-Powered Advertising Agents to Revolutionize Campaign Management - PR Newswire
Omneky Launches AI-Powered Advertising Agents to Revolutionize Campaign Management  PR Newswire

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What is an Ad Exchange? A Beginner’s Guide to Programmatic Advertising  Robotics and Automation News

Netflix, Inc. (NFLX)’s Financial Growth and Future Advertising Ventures - Yahoo Finance
Netflix, Inc. (NFLX)’s Financial Growth and Future Advertising Ventures  Yahoo Finance

Top 20 US financial services advertisers by media spend - The Drum
Top 20 US financial services advertisers by media spend  The Drum

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Opinion | The Real Reasons the G.O.P. Is Spending Millions on Anti-Trans Ads  The New York Times

The madness of US election advertising, where it's quantity over quality - Campaign in Canada
The madness of US election advertising, where it's quantity over quality  Campaign in Canada

Is digital making it harder to be creative in advertising? This panel thought so - The Drum
Is digital making it harder to be creative in advertising? This panel thought so  The Drum

Advertising Professionals Seek Greater Access to Trade Publications. The Myers Report - MediaVillage
Advertising Professionals Seek Greater Access to Trade Publications. The Myers Report  MediaVillage

City Council Approves Kiosk Proposal; Where Electronic Advertising Will be Located TBD - Culver City Crossroads
City Council Approves Kiosk Proposal; Where Electronic Advertising Will be Located TBD  Culver City Crossroads

Meet the Democrats using porn ads to convince Trump voters to stay home - NPR
Meet the Democrats using porn ads to convince Trump voters to stay home  NPR

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Wilton branding and advertising campaign to celebrate the joy of baking and decorating  Bake

Warby Parker Prevails Against 1-800 Contacts in Keyword Advertising Dispute - The National Law Review
Warby Parker Prevails Against 1-800 Contacts in Keyword Advertising Dispute  The National Law Review

Are election advertisements changing anyone’s mind? - Drexel University The Triangle Online
Are election advertisements changing anyone’s mind?  Drexel University The Triangle Online

WA Public Disclosure Commission fines state GOP $5,000 over finance, advertising violations - The Olympian
WA Public Disclosure Commission fines state GOP $5,000 over finance, advertising violations  The Olympian

SiriusXM media launches data clean room for GroupM advertisers - Performance Marketing World
SiriusXM media launches data clean room for GroupM advertisers  Performance Marketing World

Woodland Tools Prevails in False Advertising Trial Against Competitor Fiskars - PR Newswire
Woodland Tools Prevails in False Advertising Trial Against Competitor Fiskars  PR Newswire

What Is Mobile Advertising? How To Use Mobile Ads (2024) - Shopify
What Is Mobile Advertising? How To Use Mobile Ads (2024)  Shopify

Netflix Taps Nicolle Pangis As VP Of Advertising - TV News Check
Netflix Taps Nicolle Pangis As VP Of Advertising  TV News Check

UPDATE: Anti-sales tax group drops $99k on advertising, accepts contributions from Koch-affiliated donor - Arkansas Times
UPDATE: Anti-sales tax group drops $99k on advertising, accepts contributions from Koch-affiliated donor  Arkansas Times

Netflix appoints Nicolle Pangis as VP - Advertising - Storyboard18
Netflix appoints Nicolle Pangis as VP - Advertising  Storyboard18

What Is Digital Advertising? Digital Ad Types and Tips (2024) - Shopify
What Is Digital Advertising? Digital Ad Types and Tips (2024)  Shopify

Pixalate Releases Global Mobile App Ad Spend Benchmarks - GlobeNewswire
Pixalate Releases Global Mobile App Ad Spend Benchmarks  GlobeNewswire

Introduction to Advertising and Promotion for Medical Products - Food and Drug Law Institute
Introduction to Advertising and Promotion for Medical Products  Food and Drug Law Institute

WTHR is legally required to air graphic ad purchased by presidential candidate - WTHR
WTHR is legally required to air graphic ad purchased by presidential candidate  WTHR

17K+ Apple App Store Apps With Open Programmatic Advertising Enabled Have No Detected Privacy Policies: Pixalate Report - ExchangeWire
17K+ Apple App Store Apps With Open Programmatic Advertising Enabled Have No Detected Privacy Policies: Pixalate Report  ExchangeWire

What Is Targeted Advertising? Tips and Steps (2024) - Shopify
What Is Targeted Advertising? Tips and Steps (2024)  Shopify

Faulconer’s Advertising His Old Climate Policies to Voters. They Don’t Match His Current Position. - Voice of San Diego
Faulconer’s Advertising His Old Climate Policies to Voters. They Don’t Match His Current Position.  Voice of San Diego

Wilton Launches New Branding and Advertising Campaign to Inspire the Joy of Baking and Decorating - Business Wire
Wilton Launches New Branding and Advertising Campaign to Inspire the Joy of Baking and Decorating  Business Wire

GroupM Surpasses Goal to Double Media Investment Through Dedicated Women’s Sports Marketplace - GroupM
GroupM Surpasses Goal to Double Media Investment Through Dedicated Women’s Sports Marketplace  GroupM

Kids Digital Advertising Market Size, Share | CAGR of 22.5% - Market.us
Kids Digital Advertising Market Size, Share | CAGR of 22.5%  Market.us

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Tesla Adopts a New, Aggressive Cybertruck Sales Strategy, Begins Advertising $74,490 Starting Price  Torque News

WTVM Alert: Upcoming political advertisement - WTVM
WTVM Alert: Upcoming political advertisement  WTVM

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