The Personal Touch


One of the most rewarding things about being an entrepreneur and a mediator is how you personally identify with your company. Since most of us are solo-practitioners we tend to feel tremendous pride in our practice creation. However, too frequently practitioners treat their practices in an officious and overformal way. Instead try treating your small …

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Getting from “Me” to “You”


Perform this experiment on your printed and internet marketing material. Circle and count the references to "I," "me," "our," and any other words that refer to you. Now circle and count the references to your target customers. The ratio of self-references to references about your prospective clients will reveal at a glance how self-absorbed or …

A Few Minutes a Day


As mediators we know that personal interaction is imperative. As marketers, that same interaction shouldn't be overlooked. As a professional resolutionist your time is probably pretty full. It can be difficult to add additional time-consuming tactics to an already demanding schedule. So rather than overloading your schedule with a lot of frantic items for your …

How to Show Your Clients Appreciation And Mean It


The fastest way to lose customers is to take them for granted. And worse yet,  it is their perception of being valuable that counts, not whether you really take them for granted or not. Ultimately there is only one way you can control what they think of you. That is to treat them better than …

Be Consistent and Persistent


One of the fatal flaws of marketing is that when business is brisk, many mediators tend to slow down their marketing efforts. Then when business slows down, these mediators feel the urgency to redouble their promotional efforts. This is a bit like applying the brakes as you climb a hill, then accelerating on the way …

Start a Love Affair with your Junk Mail


You can't get a cheaper marketing education than this exercise. This particular activity will get you think in terms of benefits, rather than features, when you're shaping your marketing pieces. Stack your recent junk mail as well as your favorite magazines and newspapers on your desk and grab a marker. Go through the advertisements in …

Passive Marketing


Passive Marketing Care of Bob Middleton You might define passive marketing activities as putting out information about your service and then waiting for a response from those who got your information. This is my favorite type of marketing. You ideally want to develop enough visibility and credibility so prospective clients call you. Active Marketing I …

Set Reasonable and Measurable Goals


It's okay to think big. But it's just as important to be realistic. Don't set yourself up for failure by seeking impossible results (like cornering the market on divorce mediations) or setting impossible-to-measure goals (like becoming "successful"). Instead, set clear, achievable goals. Examples of appropriate and achievable goals might be: 1. "I want to increase …

My Homage to French Fromage


It's important that you know I really do love living in France.  There's an evangelical passion for cheese here and I do love cheese!  There are more than 500 official cheeses in France.  There can be many varieties within each type of cheese, leading some to claim closer to 1,500 different types of French cheese. …