It is hard to sell something that you can’t see.
When you sell a physical product, people can look at an image of it, pick it up or hold it in their hands. They get a true representation of the money they are about to invest.
It is a little bit different when you sell something invisible like a service.
Potential clients aren’t able to touch, taste, demo, smell, try or hold the service that you are selling them.
You have to rely on using words alone.
Fortunately, words can be a powerful tool. You just have to use them in the right way to generate the results you want.
Let’s look a little more into how you can sell the invisible by creating content for service businesses.
Selling The Invisible: Content For Service Businesses
It’s Not Me, It’s You
The most important thing about selling the invisible is knowing who to target and what to target them with.
Everyone has a problem. That problem will need a solution.
So, if you understand the solution that you offer with your services, you can target the people you know can most benefit from that solution.
Lots of service businesses make the mistake of rattling off their own achievements and the great things their business has done. But it’s not all about you! In the first instance, clients don’t care about you. They want to know what they will get out of the relationship.
Focusing on how you can help them puts them in the driver’s seat. It makes them the hero of the story and your services are simply enabling their happily ever after moment!
Build Brand Awareness
Selling something invisible is hard enough. But if you are trying to sell an invisible secret, then it is even harder still!
Brand awareness is a really key element of marketing a service business.
You want to focus on the places and platforms where your clients hang out, then get the word out about your services and the results that you deliver.
Write a regular blog, post on social media, email your database and publish videos to create multiple touchpoints. Those touchpoints are what build familiarity and trust. It can take up to 20 touchpoints to convince a client to work with you. So, make sure you post interesting and valuable content on a consistent basis to stay at the front of their minds.
Have A USP
What do you do better (or differently) to everyone else in your industry? That thing is your USP or Unique Selling Proposition.
It will often be a reason that people flock to your business over others out there in the marketplace. Make sure you are highlighting your USP in your content to set your business apart.
Remember that when it comes to a service, people love to do business with other people. So, your USP could simply be the unique personal touch that you give to your customers.
Give Knowledge Freely
No one can do business in the exact way that you can, so don’t be afraid to give your knowledge freely. The simple act of providing tips and advice proves you are an authority in your field and you really know what you are doing.
Don’t be afraid that people will take that knowledge and DIY things. There will be a small percentage that might do it due to their own attitude or budget constraints. However, it is far more likely that people will realise it is simply easier to get you to perform the service for them. They will be happy to pay for your expertise!
Social Proof And Case Studies
Talking about the results you get for your clients is great. But, having your clients talk about those results on your behalf is even better!
For service businesses, things like testimonials and case studies are worth their weight in gold. A testimonial is singing praise right from the horse’s mouth. Potential clients can see exactly how you help people just like them.
Case studies take social proof to the next level. Everyone loves a story. Stories are compelling, drawing your reader into the action and giving them a lead character to cheer on. The added bonus is this kind of story also highlights the benefits of your service and the solutions you provide in a real life setting.
Including these tools in your marketing helps your invisible services become a tangible thing.
Selling The Invisible Is Possible!
As you can see, selling the invisible is not impossible. In fact, service businesses can achieve some excellent success with content marketing.
The real secret is to use your content marketing to encourage potential clients to get on a discovery call with you. That action quite literally starts a conversation with them. Then, you can make a true connection and see if you are the right fit to work with each other.
With that in mind, I’d love to connect and see if I am the right fit to create some written content for your business. If you are looking to make an impact with blogs, social or newsletter content, then book a time to have a chat with me about your content now. Click here to book a convenient time.