REALITY Vs. PERCEPTION


A great deal of a businessperson's time is spent creating the right perception of her business. She wants to be sure that her target market have the opinion she wants them to have. Is her practice a high-end boutique practice, an "every-man's" kind of practice or a practice designed to accommodate those who can't afford …

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Some Questions (And their answers)


Here's a question that might actually be your answer. Next time you're working on your practice-building strategy, ask yourself this: If I ran a competing practice, how would I beat mine? Which weakness would I attack? What would I do to distinguish my new practice from my current practice? Then --- eliminate that weakness from …

Promoting through Public Speaking


One of the most obvious and most effective ways to promote your practice is through public speaking. It puts you directly in front of your target market and establishes you as a credible authority on your topic ... IF you're a good public speaker that is. If you need to polish your public speaking, one …

Before, During and After


Before advertising mediators had word of mouth. Our services were talked about, referrals made, and our services purchased. The best mediators had the best reputations and busiest practices. During advertising it's pretty simple - if you advertise and market directly to consumers your sales go up. A partnership with an appropriate PR and Marketing firm …

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 …

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 …