When you buy a product, you can see it, touch it, and depending on the product you can taste/smell/hear it as well. Services, on the other hand, are intangible. There’s no exact clear definition of what you’re getting when you buy a service - you’re just purchasing what you hope the end result will be.
Obviously services are different from products, so service marketing must be different from product marketing. But while more than 4 out of 5 people work in service companies, only 1 out of 5 business school case studies focus on services. We’re all being taught how to market products, but we’re never taught how to market services, even though that will be what the majority of people do.
Check out the full blog post here: https://www.whatyouwilllearn.com/book/selling-the-invisible/
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