If I say Big Mac, what comes to mind? You probably have an image in your head of two all-beef patties, special sauce, lettuce, cheese, pickles, and onions on a sesame seed bun. It’s easy to picture since the Big Mac is a tangible item that you can touch, feel, see and even taste.
Now, if I say tax return, what do you think of? Is it a corporate return or a personal return? How long is it? How many schedules are attached? It’s a little more challenging to picture. And you sure don’t want to taste it.
However, clients and prospective clients need to picture the “product” they get from you. They want to be able to walk into your store, pick a service off a shelf and take it to the checkout. That’s how purchases happen in our minds. So how do you take a service and make it appear as if it’s a product? Well, Progressive Insurance made a series of commercials doing just that.