Selling Services Online - Six Tips¶
Source: https://www.wte.net/Selling-Services-Online-Six-Tips
Date: August 2022
Author: Martin W Smith
The core philosophy centers on a fundamental principle: "the more you appear to sell, the less you will sell. Online 'selling' is sharing."
The Six Tips¶
1. Walk the Line¶
Navigate the narrow boundary between sharing and selling. The author acknowledges this balance is difficult to quantify but recognizable when executed poorly—either overselling or undersharing. The recommendation is to adjust marketing accordingly, erring toward greater transparency.
2. Be Confident¶
Display confidence through inclusive pitching that builds trust. This involves acknowledging competitors' achievements while contextualizing your own strengths through the remaining five principles.
3. Use Exceptions¶
Highlight unique, difficult-to-replicate aspects of your business. The example provided illustrates positioning a smaller retailer against Amazon by emphasizing service and community value beyond price competition.
4. Context¶
Services require contextual framing through multiple approaches:
- Testimonials (integrated naturally, not isolated on dedicated pages)
- Q&A formats featuring customer questions
- Case studies as extended problem-solution narratives
- Imagery emphasizing benefits rather than products
- Influential quotes and stakeholder perspectives
- Authentic stories from company creators
- Failure narratives demonstrating trustworthiness and learning
5. Be Specific¶
Support all claims with concrete evidence. "Award-winning service" requires identifying the award source and recognition timeline. Generic claims constitute "marketing talking to itself."
6. Select Your Facts¶
Use factual storytelling to build authentic trust over time. Strategic fact selection creates persuasive cases without compromising integrity—essentially choosing which truths best support your position.