service marketing is not a monologue

There is often a tendency within business to want to tell the public everything about itself or tell the public what to think. While this might actually be the way to go for some product-oriented marketing, let me give an analogy of what this might do for service-oriented marketing.

Imagine that your public viewing audience is another person that you are meeting for the first time at a party. The easiest way to cause a person at a party to NOT ask any questions about you would be just tell them everything there possibly is to know about you immediately. Not only is this slightly uncomfortable, it does not invite the person to engage you in a conversation.

TIP: Especially within the service-oriented business world, the goal of marketing is to be a catalyst to engage your potential clients in a dialogue in order to gain the trust of that potential client. It is usually only after trust has been established that a potential client moves to become an actual client. Trust comes from interaction or conversation and marketing is the opening line of that conversation.

-jeremy