You can’t unbox a service: the art of marketing the intangible

When it comes to marketing, there’s a clear difference between promoting a product and promoting a service.

With a product, the benefits are easy to grasp. You can see it, touch it, smell it, try it. There's an immediate sensory connection. But with a service, there’s no packaging to rip open, no sleek design to admire. You’re selling something less tangible—yet often more valuable.

Having worked extensively with service-led businesses, I believe marketing a service relies on three pillars:

1. The service itself: what does it solve?

Services must clearly demonstrate value. Whether you're saving someone time, solving a problem, or making life easier—your service must communicate its outcome. The focus should always be on the benefit to the customer, not just the process.

This applies to all kinds of services—whether you're a solicitor providing legal advice, a window cleaner improving kerb appeal, or a tutor helping someone pass an exam.

Ask yourself:

• What problem does your service solve?

• How does it improve someone’s day, life or business?

• Can you prove that with testimonials, stats, or case studies?

  
  

2. How the service is delivered: what sets you apart?

Delivery is everything. Two businesses can offer the same service, but how they deliver it can set one miles apart. Think about your customer journey—is it easy, responsive, efficient, warm, or unexpectedly helpful?

Differentiate through:

• Clear communication

• Fast response times

• Personal touches

• Guarantees or service-level promises

  
  

This is as true for an accountant as it is for a landscape gardener or hairdresser. Marketing this well builds trust before someone has even experienced your service.

3. The people behind the service: who’s doing the work?

People buy people. That’s especially true in service-led industries. Whether it’s a financial adviser, a decorator, a delivery driver or a therapist—buyers want to know who they’ll be working with. Are they trustworthy? Skilled? Human?

Showcase:

• Team bios

• Behind-the-scenes content

• Thought leadership

• Customer reviews that mention team members by name

  
  

So, what can businesses use to market a service?

Here are some practical tools and tactics that service-led businesses can use to market themselves effectively:

Case studies

Real examples of how you’ve helped others show the impact of your work.

Client testimonials and reviews

Social proof builds credibility. Include real names, photos, or even video testimonials.

Behind-the-scenes content

Show how your service is delivered—your process, your standards, your care. People love a peek behind the curtain.

Personal branding

If you’re service-led, especially as a consultant or expert, your face and voice are part of the brand. Use that.

Content marketing

Blogs, videos, guides and FAQs that explain what you do, answer client questions, and educate your audience.

Email marketing

Keep leads warm and nurture relationships. Useful for demonstrating ongoing value, even before someone buys.

Social media presence

Not just posting for the sake of it—use it to show the personality behind the brand, share client stories, and engage with your audience.

Awards, accreditations and certifications

These help build trust and credibility, especially when you're asking people to commit to an intangible service.

Service packages and clear pricing

Making your offering tangible—even if the service is bespoke—helps buyers understand what they’re getting.

Demonstration or free trial (where possible)

This might not be appropriate for all services, but a free consultation or discovery call can act as a “try before you buy.”

Marketing a service isn’t harder than marketing a product—it’s just different. It’s about making the intangible feel tangible through great messaging, strong visuals, and most importantly—trust.

You can’t unbox a service—but you can unpack its value. Whether you’re a one-person operation or an established team, we work with businesses of all shapes and sizes, to help them grow and stand out. Get in contact with a member of our team.