It is difficult to argue that a product can sell itself, proving consumer properties, quality and functionality. Services are deprived of such opportunities due to their intangible nature and dependence on sellers. As a result, the main "disease" of the promotion of services is the buyer's distrust of the seller of the service. Every time they buy the service, they pay for the cat in the bag. And the task of promotion is to concretize the service in the eyes of the buyer.