Service Marketing

Learn the Difference Between Service and Product Marketing and Why Many Fail?

Content & Email Marketing 4.7(68)5h 27m21 lectures2 sections

What you'll learn

Understand the nature of services and how they differ from products
Use the golden service triangle and the service map
Package the service and define the right audience
Craft the message and the service promise
Engineer the customer experience and design moments of impact
Build a content strategy for services
Set up the service booking path and diagnosis before the sale
Handle objections in service businesses
Measure performance with service sector indicators

About this course

This course explains marketing for service businesses, how marketing services differs from marketing products, and why many people fail at it. It starts with the nature of services, the golden service triangle, the service map, emotional value and service packaging. After that you learn to define the audience for services, craft the message and the service promise, and understand the team's role in protecting that promise. The course then moves on to engineering the customer experience and designing moments of positive impact, content strategy for services, the service booking path, diagnosis before the sale, a call script for the service sector, and handling objections in an emotional and practical way. In the final part you learn to run the service professionally, after-sales follow-up, performance indicators in the service sector, and a ninety-day implementation plan, with a downloadable workbook. It suits service owners, consultants, trainers and anyone who offers a service and wants to market it in an organized way, with no previous marketing experience. By the end you will be able to write a clear promise for your service, design a good customer experience and measure your service's performance.

Expected outcomes

Ability to market your service confidently and professionally.
Increase sales without entering price wars.
Attract clients who align better with your values.
Complete clarity in messaging, pricing, and customer experience.

Learner reviews

These reviews are from learners who bought the content and completed at least 50% of it — there are no reviews from anyone who hasn't gone through the material.

4.7

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68 reviews

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Course content

Marketing Service Activities

20 lectures

Nature of ServicesShows that a service is intangible and the client buys a promise of results, not a physical item, and covers the challenges of marketing it: lack of tangible proof, the human factor and uneven quality, and the client's fear of risk.14:37
The Golden Service TriangleExplains the golden service triangle of people, processes and physical evidence as an alternative to the traditional marketing mix, and applies it to a medical clinic, a consulting firm and a beauty salon.13:12
Service MapExplains how to map the customer journey through a service, with its stages and steps, and how to identify and fix customer pain points so they become a competitive advantage, with examples from medicine and financial consulting.15:55
Emotional ValueExplains emotional value in services and how it goes beyond functional value, and how a service owner picks one emotional promise to stand out, with examples from Volvo, Apple, hotels and cosmetic doctors.10:55
Service PackagingExplains packaging a service into defined bundles instead of selling hours, by setting scope, timeline and fixed price, and using three packages with the Decoy Effect to guide the client's choice.9:58
Defining the Audience in ServicesExplains why choosing the right audience matters in services, since the client lives with the provider, how clients judge a provider despite the difficulty of assessing quality, and the risks that hold them back from buying.22:57
Crafting the MessageExplains crafting a service's marketing message through story rather than generic claims, using the client's own language, and building trust with success stories, specific figures, credentials and authority, with a practical case.28:51
Service PromiseExplains the service promise and the quality gap between what the client expects and what they get, the functional, emotional and transformational layers of a promise, and stress-testing it inside the company with a backup plan and KPIs.24:10
The Team is the Guardian of the PromiseExplains the team's role as guardian of the service promise, how caring for employees carries over to customers, and building a written culture guide, training in empathy, and tying staff evaluation to keeping the promise.11:55
Customer Experience EngineeringExplains customer experience design through the idea that memory is what remains after a service, finding friction points, and Daniel Kahneman's peak-end rule, applied to Disneyland, restaurants and consulting.13:57
Designing Customer Experience and Positive Impact MomentsExplains the difference between a procedure and a ritual in a service, the pillars of a ritual: expectation, symbolic value and systematic repetition, using AI tools to suggest rituals, with a clinic waiting-room example.18:15
Content Strategy for ServicesExplains content strategy for services as a trial product that builds trust and expert authority, its types such as educational and story content, Robert Cialdini's reciprocity principle, and the role of emotion in content.19:14
Service Booking PathExplains building a service booking funnel as a filter rather than a net: attraction through content, landing page, screening, then booking, handling buyer anxiety and no-shows, with three funnel templates by service type.18:26
Pre-Sales DiagnosisExplains diagnosing before selling in service calls: listening and asking questions instead of praising yourself, checking whether the client is a fit and declining those who are not, then presenting the solution and price based on what the client said.17:12
Call Script for the Service SectorExplains the call script for service businesses as a flexible framework, not a memorized text: an opening that sets the agenda, questions that uncover the problem and its emotional impact, then the price, silence after it, and a professional close.15:32
Handling Objections in Services Emotionally and PracticallyExplains handling client objections in an emotional and practical way, such as price being too high, doubt about results, and a cheaper competitor, by shifting the focus from the price of the service to the cost of the problem and clarifying differences.10:15
Professional Service DeliveryExplains running a service professionally to build a lasting reputation: keeping quality consistent with a standard procedures guide as in Apple stores, managing expectations on delivery dates, using checklists and asking the client mid-journey.16:16
Post-SalesExplains after-sales service and building loyalty with a farmer's mindset: systematic follow-up with advice rather than selling, building a customer community as Harley does, and a referral system through recommendation requests and appreciation cards.18:11
Performance Indicators for the Service SectorExplains the real performance indicators for service businesses instead of vanity metrics like likes, such as customer acquisition cost, customer return rate and time utilization, and the NPS score for measuring customer recommendations.18:46
90-Day Plan for Course ImplementationPresents a plan for applying the course in three phases using sprints: fixing identity and tone, choosing a niche and designing the offer, then building the lead magnet and activating the booking funnel, then measuring and improving the indicators.9:09