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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 Fri. May / 24 / 2024

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Grace Beverley broke advertising rules with Tala posts  BBC.com

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Google unveils AI-powered advertising tools at Google Marketing Live  MarTech

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Advertisers react to 'underwhelming' Google Marketing Live 2024  Search Engine Land

Vidhya Srinivasan Has the Hardest Job in Advertising - Adweek
Vidhya Srinivasan Has the Hardest Job in Advertising  Adweek

PubMatic and Klarna Partner for Programmatic Advertising, Increasing Engagement Rates - Yahoo Finance
PubMatic and Klarna Partner for Programmatic Advertising, Increasing Engagement Rates  Yahoo Finance

An artist reckons with the dangerous power of advertising and iconography - CNN
An artist reckons with the dangerous power of advertising and iconography  CNN

Walmart's latest product? Its customers - The Economist
Walmart's latest product? Its customers  The Economist

How Stephen King changed advertising forever - Campaign US
How Stephen King changed advertising forever  Campaign US

The state of diversity in advertising and marketing - Ad Age
The state of diversity in advertising and marketing  Ad Age

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Arkansas Attorney General sends cease and desist letters to companies advertising delivery of abortion pills  KAIT

Former Warner Bros. Discovery EMEA Boss Priya Dogra Joins Sky as Chief Advertising and New Revenue Officer - Variety
Former Warner Bros. Discovery EMEA Boss Priya Dogra Joins Sky as Chief Advertising and New Revenue Officer  Variety

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Digital Out of Home (DOOH) & In-Store Retail Media Playbook  IAB

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Which podcast trends are capturing advertisers' attention in 2024  Digiday

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Central Valley Stories: Adventures in advertising, PR  The Business Journal

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South Branch Library and old advertising signs get attention from La Crosse preservation panel  WIZM NEWS

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Apellis Pharmaceuticals is taking a slow and steady approach to advertising Syfovre  FiercePharma

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City Advertising for Openings on the Framingham Police Advisory Committee  framinghamsource.com

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The FCC and Congress Advance Proposals to Regulate Artificial Intelligence in Political Advertising  Broadcast Law Blog

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USM graphic design students excel in advertising campaigns  DM News

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Austin College Earns Three Collegiate Advertising Awards  Sherman Denison Herald Democrat

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Thanks To Our Fantastic Advertisers  Above the Law

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Advertising Software Q1 Earnings: AppLovin (NASDAQ:APP) Simply the Best  Yahoo Finance

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Barú Advertising: Barrutia on Performance and E-Commerce  Portada-online.com

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Olyns recycling machines to feature advertising thanks to Wovenmedia, Vistar Media partnership  Digital Signage Today

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Sky focuses on non-subscription revenue with new advertising role  The Media Leader

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Virginia part of settlement resolving wireless carriers’ alleged deceptive advertising practices  Henrico Citizen

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SMALL BUSINESSES MOBILIZE AS HOUSE COMMITTEE CONSIDERS ANTI-ADVERTISING BILL  PR Newswire

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Turning the Tables: When Advertisers Show Media Publishers the Path to Success  MediaVillage

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Stream Companies Joins Toyota's eCommerce Advertising Program  MyChesCo

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Murray Kalis: Advertising, Food and Mexican No-Matzo Matzo Brei  Jewish Journal

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Stream Companies to Propel Toyota's eCommerce Advertising to the Next Level  Yahoo Finance

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Netflix’s advertising platform plans include The Trade Desk  Pacific Coast Business Times

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As Roblox expands its advertising network, child safety concerns are on the horizon  Digiday

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It's becoming impossible for game publishers to avoid the question of advertising inside premium titles  Digiday

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INDIANA BOROUGH COUNCIL APPROVES ADVERTISING UPDATES TO TRANSIENT BUSINESS ORDINANCE  wccsradio.com

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Griffin accuses 2 organizations of advertising sale of abortion pills in Arkansas, sends cease and desist letters ...  Arkansas Online

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Google Expands Advertising Into AI Search Engine  Adweek

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Bumble, Apple, and the art of the advertising apology  Fast Company

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Pixalate Debuts Global Mobile App Ad Spend Benchmarks Report for Open Programmatic Advertising: $6.2 Billion in ...  Yahoo Finance

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TikTok Launches Generative AI Advertising Tools  Voicebot.ai

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House Republicans target Fresno-Visalia market with major advertising spending  The San Joaquin Valley Sun

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Why the creator economy could take over the advertising industry | Opinions  Campaign Asia

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Digital marketing & advertising industry: current trends, major players, latest data  eMarketer

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Why advertisers are using AI to manage 'choice overload' and unlock first-party data  Digiday

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Archer names The Richards Group (TRG) exec as new CEO  The Business Journals

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Sky hires ex-WBD exec Priya Dogra to head advertising drive  Digital TV Europe

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Arkansas attorney general sends cease & desist letters to companies advertising delivery of abortion pills  KARK

AG orders abortion pill providers to stop advertising and sales in Arkansas - Arkadelphian
AG orders abortion pill providers to stop advertising and sales in Arkansas  Arkadelphian

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Programmatic Advertising: Efficiency, Precision, and Real-Time...  MarTech Outlook

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Students Claim BEST Award at National Student Advertising Competition - Drew University  Drew Today

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Feds Targeting Disclosure Requirements For AI Use in Campaign Advertising  Campaigns & Elections

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Advertising and social justice—how brands, agencies and activists can work for positive change  Ad Age

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Google shifts focus to AI-integrated advertising  KillerStartups

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How Advertisers Can Protect Their Digital Ad Spend  Barrett Sports Media

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Mirriad Advertising Gears Up for Growth - TipRanks.com  TipRanks

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Attorney general threatens groups advertising abortion pills in Arkansas  Arkansas Times

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MP suggests restriction of online casino advertising  AKIpress

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Rise of hyperlocal advertising; Targeted commercials gaining ground  TechGraph

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Top Strategies For Effective Financial Advertising In 2024  Benzinga

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Amazon’s First Upfront Is All About Advertising And Sports  AdExchanger

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Mobiquity Technologies Announces Strategic Collaboration with MW Political for Advanced Political Advertising Solutions  Yahoo Finance

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MP asks to ban advertising of making quick money in social networks  AKIpress

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South Korean operators fined KRW 1.471 billion over misleading advertising  Telecompaper EN

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Magnus Thorne – The 26th FAB Awards Advertising & Innovations Jury Chair Speaks Exclusively With MarComm ...  MarComm News

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TikTok just announced AI help for ad-creation  Mashable

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When Cookies Go Away, You'll Be Glad You Mastered These 3 Advertising Alternatives  Inc.

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Spotify Is Ready to Compete for Video Advertising  Adweek

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Maximizing ROI with Targeted Online Advertising: A Data-Driven Approach  EIN News

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Crypto-Friendly Verified Advertisers Features : Verified Advertisers  Trend Hunter

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Political Advertisers Promoted Polarization. Now We Need To Help Fix It  AdExchanger

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Klarna Adds Technology to Help Advertisers Grow Sales  WWD

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ITV taps SAS for at-scale personalized advertising on ITVX  Digital TV Europe

AG tells abortion pill sellers to stop advertising in Arkansas - MySaline
AG tells abortion pill sellers to stop advertising in Arkansas  MySaline

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Google rolls out more tools for advertisers — including new formats for AI-generated search  Digiday

Grace Beverley has videos banned after breaking advertising rules with her brand TALA - The Tab
Grace Beverley has videos banned after breaking advertising rules with her brand TALA  The Tab

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ARIEL VIEW: Luxury brands do not want to “appear to advertise”  WatchPro USA

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Food Advertising, Labeling, and Litigation Conference  Food and Drug Law Institute

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Even Advertisers Are Telling You to Get Off Your Smartphone  The Wall Street Journal

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How Stephen King changed advertising forever | Opinions  Campaign Asia

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Student Wins Integrated Campaign Advertising Award | Royal News: May 15 2024  Scranton

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Case against Noem for ‘Undisclosed advertisement’ dismissed  Dakota News Now

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Top 45 Marketing and Advertising Agencies in Chicago  Built In Chicago

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Why Are Disabled People Being Shortchanged in Advertisement Representation?  RetailWire

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The best print ads of all time  Creative Bloq

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Amazon announces new ad tech tool Signal IQ  Ad Age

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Shopsense AI Partners with Magnite to Launch Retail Programmatic Advertising  AiThority

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How Television Advertising Lost Its Relevance  The Wall Street Journal

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NBC Taps Big Advertisers to Support ‘SNL’ 50th Season  Variety

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SEC Tells Advisers What Not to Do in Advertisements  JD Supra

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Advertising Operations Webinar with TapClicks and Compulse, Featuring Media Planner  EIN News

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RIP surveillance advertising — you won’t be missed  The Media Leader

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Baidu Earnings: Advertising Weakness Offset by Continued Growth In Cloud Business  Morningstar

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Griffin tells abortion pill companies to stop advertising in Arkansas  The Center Square

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OpenAI and News Corp announce multi-year partnership | BMC sets up 8-person committee to address billboards and outdoor advertising  Storyboard18

Grace Beverly broke advertising rules with Tala social media posts - The Independent
Grace Beverly broke advertising rules with Tala social media posts  The Independent

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Parliament approves second reading draft law banning advertising of black magic  AKIpress

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Mary Wells Lawrence, High-Profile Advertising Pioneer, Dies at 95  The New York Times

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Rosenworcel Proposes AI Disclosure in Political Ads  BroadbandBreakfast.com

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