How writing articles for selling “services” different from doing the same for “products”?
New entrepreneurs regularly make the mistake of equating writing for selling “services” with writing for selling “products”. This is a very common mistake that if not corrected can lead to wastage of a lot of time, money and effort. This is precisely what new entrepreneurs cannot afford. The reason why this happens is that services and products are closely related and it looks like selling one is the same as selling the other. However, there are some crucial differences that an article should address if it hopes to sell a service effectively.
These differences will be dealt with in detail in the pointers below; however, they all originate from a common point which is services are intangible. When you are selling a product you are selling something tangible that your customers can see and consequently analyse (partly) before buying. On the other hand, when you are selling a service you are selling an idea, time or a solution which the customer has no way of judging or analysing before actually buying. This makes writing good web content that sells “services” a little tricky.
Clear and sufficient description
When you are writing or have hired online content writers to write about your services you have to remember that the customer cannot see them. This means that, for them to have a clear idea about what you are offering, you will have to put in sufficient information in your articles. Being vague will not help here, just like a product has description of its quantitative and qualitative aspects, the same way you will have to give clear description of the service that you are trying to sell.
This description can also convey the superiority of a particular service to others of its kind. For example, if you have a writing services company and are writing articles to promote it then a good description should include: what type of content you provide, any specific area of writing you specialise, the reasons why your services are better than others and anything else that you think fits.
Conveying that you are flexible to fit every need
A product has a shape, size and qualities that are visible to the customer, the customer then sees, analyses and judges whether or not he needs the product. Services are different, people are involved on both sides and time is generally an important factor. When there is person to person dealing, it is very important to convey in your articles that you are flexible and open to adapting in terms of the need of the hour.
Different clients will have different needs and you have to convey that you can accommodate them. “Services writing” involves building up trust because, unlike a product with a brand/name/tag, you are hiring a person who you may or may not know anything about but are counting on to deliver what is expected.
Focusing on the team
Like I said earlier, selling services means people dealing with people. Sales people may play a part in the initial selling of a product but they can in no way contribute to the value to the product that is being sold. In services, people who are in involved play a big role in raising the value of the service that is being sold. Hence, your articles should give enough attention and space to the people involved.
Their accomplishments and credentials will only enhance and encourage the building of trust in the mind of your potential customer. Stating clearly the strengths and specialisations of your team will give a clearer picture of what you are selling to your client. Simply put, if a product sells because of its value, a service sells because of the value of who is providing it.
Taking care of the time related expectations
A product sale usually does not require continued contact between people. A service on the other hand means that you are exchanging your time with someone for money so that it is mutually beneficial. The time factor is also involved with respect to punctuality. When people are working together, taking care of these minute things builds trust.
Another way time is involved is in terms of follow ups of the services that you have provided and correcting anything that was not up to expectations. When writing articles to sell services, “time related” aspects should be adequately dealt with. One way is to not look at it as selling set time for money but coming together till the duration of the project. This builds trust and encourages clients to come back.
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