We rarely question whether aspirin will soothe our headache; sugar will taste sweet or if washing powder will clean our clothes. We implicitly trust products. Why then are we so suspicious of services?

When you book in to have your car fixed you wonder if they�ve done a good job. When you call a plumber to repair your pipes you wonder if they�ve overcharged you. If you enlist the help of an accountant, you wonder if they are doing all they could to help you avoid the claw of the tax man.

Communicating the advantages of your services requires different language than that of your products. The wording of your service announcements must be soothing, reassuring and be gifted with foresight to counteract any doubt your future client may have.

The easiest way to achieve this is to spend sometime in their shoes.

What would you be worried about if you were employing you?

Would your number one concern be results? Then add a line or paragraph in your service information on how you can prove or guarantee not just results but that, even if the result is not what the client estimated, that you have been working hard on their behalf.

Would your number one concern be experience? Add a biography section to your service information detailing your experience and previous high profile clients.

Would it be price? Mention payment plans, individual assessments or one off cost packages.

Whatever the concern � counteract it. Make your service sound as appetizing as possible.