Practice Development Tips For Mediators From Lessons I Learned In The Kitchen

I like English Toffee.  It’s simple to make and delicious.  And it’s the perfect analogy to marketing your ADR practice. Here’s how. 

English toffee has 5 basic ingredients that most of us have at our fingertips.  Toffee is just sugar, water, butter, salt, and vanilla.  You’ll also want a candy thermometer.  For practice development those 5 ingredients translate to networking, writing, speaking, training, and social media.   The candy thermometer is the analytics you use to measure your success. 

Making toffee requires patience.  Building a practice requires patience.   

For toffee, you combine all the ingredients in the right amounts and stir consistently until you reach the hard boil point. Et voila – a perfect and delicious hard candy.   

The thing is if you’re impatient, you either end up burning your toffee or with soft caramel.  Burning your batch of toffee is just tragic.  And being impatient and taking your toffee off the stove too early will result in a pan of caramels.  Now I’m a fan of caramel. It’s soft and yummy.  But it’s not the ultimate goal – hard toffee.   

In building your practice, you want the hardness of toffee.  

And just like making hard toffee, building your practice is both an exercise in patience and exercising your stirring muscles.  The first ten minutes of stirring doesn’t show much progress.  But then … the magic happens and very quickly your mixture turns from bubbling sugar into amazing toffee.  Hard, sweet and delightful.

When you’re building your practice, it takes a basic recipe (your strategy), a little patience and consistent efforts to see results.  Practice development is a simple mix of ingredients, networking, writing, speaking, training, and social media all applied in the right amounts over time and using analytics to mark your successes.

For us the recipe (strategy) is simple – sit down and figure in what portions you’ll be promoting your practice using networking (the main ingredient), augmented and flavored with writing, speaking, training, and social media.  Be sure to utilize your preferred analytics tool to manipulate (stir) your strategic recipe to the right temperature (for us this success is getting more cases).  Now add a massive amount of patience and keep stirring.   

And then … bingo … the cumulative effect of your marketing efforts turns your slowly boiling practice into a full-blown success

Without the recipe, it’s unlikely that most folks would make it to minute five, never mind ten.  But you’re not most folks.  I happen to think that just knowing it can be done, just tasting that success makes it far more likely you’re going to stick it out and do it again.  Because once you’ve set out to make a hard toffee or a successful practice, you’ll want to repeat that experience. 

It might feel like a bit of slog now, but when the magic happens, you’ll be happy with the results and you won’t be thinking about those first 9 minutes of burning arm muscles and unfulfilled goals.  You’ll be thinking about the sweet success you’re seeing and repeating the recipe for those successes again and again.

Often, we assume that today’s caramel is the entire result, but it doesn’t have to be.  Keep at it and you’ll get the English Toffee you were hoping for.

Navigating Social Media as a Mediator: Best Practices and Pitfalls to Avoid

Social media has become an integral tool for communication, networking, and outreach. For mediators, harnessing the power of social platforms can enhance visibility, foster connections, and amplify your message of conflict resolution and peacebuilding. But, navigating social media requires a nuanced approach, balancing professional engagement with ethical considerations. So today, let’s explore what mediators like you should post on social media and the pitfalls to avoid.

What Mediators Should Post on Social Media:

Educational Content: Share insights, articles, and resources related to conflict resolution, mediation techniques, and best practices. Providing valuable information demonstrates expertise and fosters engagement with your audience.

Success Stories: Highlight successful mediation cases (while preserving confidentiality) to showcase the positive impact of mediation on resolving disputes and building relationships. Personal narratives humanize the process and inspire trust in your abilities.

Thought Leadership: Offer commentary on current events, trends, and challenges in the field of conflict resolution. Position yourself as a thought leader by sharing your perspectives, opinions, and innovative ideas.

Give an Update:  Sharing timely news pertinent to your followers.  To provide proof of your professionalism, credibility and authority, and that you’re well-informed about your field’s advancements, is by disseminating important news that resonates with your followers. To illustrate, if you’re an insurance mediator, sharing about the latest amendments to insurance laws is an excellent strategy to offer useful insights to your followers while underscoring your own proficiency.

Promotional Content: Promote your services, upcoming events, workshops, and webinars related to mediation and conflict resolution.

Professional Achievements: If you’ve received an award, completed a relevant course, or achieved a significant career milestone, feel free to share this news. It helps build your professional credibility.

Share someone else’s post / story / article / podcast / event that your potential clients would appreciate.

Events and Workshops: Promote mediation-related events, workshops, or training sessions. This can help attract attendees and facilitate networking opportunities.

Still can’t find something you want to post about.  Use the search feature on LinkedIn.  Just type in the word or hashtag that you’re interested in, hit the enter key and let LinkedIn show you what other’s are talking about, posting, writing on, sharing, and giving presentations about.

What Mediators Should Never Post on Social Media:

Confidential Information: Avoid sharing details or identifying information about specific mediation cases, parties, or outcomes. Respect confidentiality agreements and uphold the integrity of the mediation process.

Biased or Offensive Content: Refrain from posting content that may be perceived as biased, discriminatory, or inflammatory. Maintain professionalism and neutrality in all communications to preserve trust and credibility.

Legal Advice: Resist the temptation to provide legal advice or opinions on specific legal matters. Mediators should focus on facilitating communication and negotiation, leaving legal interpretations to qualified professionals.

Personal Opinions: Exercise discretion when sharing personal opinions or engaging in controversial topics unrelated to conflict resolution. Remember that your online presence reflects your professional identity and may impact your reputation.

Overly Personal Content: Maintain boundaries between your personal and professional life by avoiding oversharing personal information or irrelevant updates. Keep the focus on your expertise and the value you offer as a mediator.

False or Misleading Information; Ensure that the information you share is accurate and reliable. Sharing false or misleading information can damage your credibility and the credibility of the mediation profession.

Social media can be a powerful tool for you to connect with your audience, share valuable insights, and promote your services. By adhering to best practices and avoiding common pitfalls, you can leverage social platforms to elevate your presence. Remember, every post should add value, uphold professionalism, and respect confidentiality.

Mediator Marketing: The Best Clients Don’t Come From Google

This year alone, we’ve spoken to hundreds of solo & small-firm lawyers about their internet marketing strategy. And we’re surprised by how often the conversation starts with “How can I get on the first page of Google?”

Most lawyers are way too focused on SEO (Search Engine Optimization) and as a result, are missing out on bigger and better marketing opportunities. the internet is MUCH BIGGER than Google. There are more important, more foundational, and more profitable strategies to pursue with your internet marketing.

Today we’re going to look at one simple but very important reason why this is true: Because the best clients don’t come from Google. 

Google is transaction-minded.

Google means allowing yourself to become a commodity.

So your main goal shouldn’t be to show up at the top of Google’s rankings. Your goal should be to become known as THE leader, the go-to guy/gal, the authority in your market. You want prospective clients searching for YOU… not generic search engine phrases. 

Let’s explore why SEO (Search Engine Optimization) might not be a top priority for mediators in their marketing efforts.

Why SEO Isn’t a Priority for Mediators in Marketing

**1. Nature of Mediation Services

Mediation is a highly personalized service that relies on referrals, word-of-mouth, and direct connections. Unlike products or general services, people seeking mediation often look for specific qualities in a mediator, such as empathy, trustworthiness, and experience. These factors play a more significant role than search engine rankings.

**2. Local and Niche Focus

Mediators typically operate within specific geographic areas or niche markets. Their clients are often local or have specific needs related to a particular industry or conflict type. As a result, broad SEO efforts may not yield substantial benefits. Instead, mediators focus on building relationships within their community or industry.

**3. Referral-Based Marketing

Mediation clients often come through referrals from attorneys, counselors, or previous clients. These referrals are based on personal recommendations and trust. While having an online presence is essential, mediators prioritize networking, attending conferences, and participating in professional associations over SEO strategies.

**4. Cost-Effectiveness

SEO efforts can be time-consuming and expensive. Mediators often have limited marketing budgets. They prefer cost-effective methods such as networking events, workshops, and speaking engagements to connect with potential clients.

**5. Long-Term Relationships

Mediators aim for long-term relationships with clients. They prioritize building trust and rapport over short-term visibility. Repeat business and referrals matter more than ranking high on search engines.

While some mediators may still invest in basic SEO practices (such as having a professional website), it’s understandable why SEO isn’t a top priority. Mediation relies on personal connections, trust, and specialized expertise, which go beyond search engine rankings. Mediators should focus on relationship-building, networking, and providing exceptional service to thrive in their field.

Marketing a Meditation Practice is Like Working Out

In trying explain the best ways in which to market a mediation practice, I have found an analogy that I think I everyone will understand – even if there’s no first hand experience.  Let’s talk about working out.  You know the tradition workout at gym, or in your living room, maybe hiking a mountain, or cycling beautiful trails.  Maybe you’re a swimmer or runner?  Regardless, I think there some interesting parallels between marketing a meditation practice and working out.

We all understand that if we go to the gym and lift weights today, it’s good for us.  We also understand that after that workout if we look in the mirror we’re very unlikely to see immediate results.  The same will be true tomorrow.  And the day after that, and the day after that.  It takes a tenacity and consistency to make big changes in our fitness, strength, and flexibility. 

Just like working out, marketing a meditation practice doesn’t yield immediate results. It’s a long-term commitment. In fitness, you don’t get fit overnight, it takes consistent effort over time. Similarly, building a brand and attracting a dedicated audience in the meditation space is a gradual process.

In both domains, tenacity is key. When you’re working out, there will be days when you don’t see progress, or when you’d rather do anything else. The same goes for marketing - there will be campaigns that don’t work out, or times when engagement is low. But it’s important to stay the course, learn from these experiences, and keep going.

Flexibility

Flexibility is another shared trait. In fitness, it’s about adapting your workout to your body’s needs and capabilities. In marketing, it’s about adjusting your strategy based on market trends, feedback, and results. Being rigid in either case can lead to injury or failure.  Think about where your potential clients are and put yourself in front of them.  Do they prefer in-person presentations?  Are they loving social media?  And if so, which platform?  Maybe they’re keen on trainings or have a preference for reading about topic issues?

The idea, is to be flexible.  Meet your clients where they are.

Strength

Strength in fitness is about more than just lifting heavy weights. It’s about building core stability and endurance. In marketing, think about your particular process or practice strength. This could be seen as your brand’s unique selling proposition - what makes you stand out from the crowd. It’s about building a strong foundation that can withstand market fluctuations.

Consistency

Finally, consistency is perhaps the most important factor in both working out and marketing. In fitness, skipping workouts won’t get you closer to your goal. Similarly, inconsistent messaging or sporadic marketing efforts can confuse your audience and dilute your brand.  Stay on it.  Create a production calendar that keeps your marketing activities (writing, speaking, training, networking, and social media) moving ahead on a regular basis.

So, as we can see, marketing a meditation practice and working out have more in common than one might think. They both require time, tenacity, flexibility, strength, and above all, consistency. So let’s approach our marketing efforts the same way we would approach our workouts - with dedication, adaptability, and a commitment to consistent growth.

Mastering Cross-Border Legal Marketing

Mastering Cross-Border Legal Marketing – Natalie Armstrong-Motion as published August 15th by Law Practice Today for the American Bar Association Law Practice Division

5 Ways To Promote Your New Mediation Business On A $0 Marketing Budget

For any business, marketing and advertising can easily be one of your most significant expenses.

And, as a newer mediation business, your job is to provide your clients with cost-effective, problem-solving solutions, not worrying about spending your business revenue on marketing or advertising.

With that in mind, we’ve come up with the following list of 5 simple, low-cost tactics for promoting your mediation business on a $0 marketing budget.  

Search Engine Optimization

Using the right words and keyword terms on your web pages makes it easier for search engines to find your site and display it to the right people when they search for those keywords on Google or Bing.

Note that many other aspects of SEO, such as your site speed and your link profile, go into a full-blown SEO marketing campaign. And, unfortunately, hiring an SEO professional can be expensive.

But using specific, relevant keywords on your web pages doesn’t need to cost a dime!

So while planning and designing your website, make sure to do a bit of keyword analysis, and include those keywords on your site.  

Blogging

Blogging is another effective, low-cost method for promoting your new mediation business.

By creating and writing content related to mediation, arbitration, law, etc., you’ll be able to connect with your audience in a way that can be informative, interesting, and engaging while also painting your business as one that knows what they’re talking about.

Additionally, by creating content that’s relevant to your industry, you’ll gradually be adding an increasing number of relevant, industry-specific keywords to your site, which will boost your site’s SEO at the same time as promoting your brand online! 

Social Media Marketing

There are many reasons that social media marketing is a great way to promote a business.

But one of the best reasons to promote your new mediation business on social media is that it’s completely free to use!

As you progress in the life of your business, you’ll eventually want to use PPC ads and other forms of paid marketing.

But for now, we recommend that you get started by creating a few social media accounts, notably on the most popular networks, like Facebook, Twitter, Instagram, and Linked In.

Then, start connecting with other social users, local businesses, or anyone else you can think of that might be interested in your products or services.  

Word Of Mouth

Although it’s often underrated, word-of-mouth marketing is still, to this day, one of the best ways to promote your new mediation business!

Plus, things like sharing business cards, attending local networking events, and simply talking about your business to your friends and relatives are ideal for spreading the word about your business without spending a dime on ads.   

Online Reviews

Similarly, word of mouth marketing, online reviews are great ways to promote your business to the world.

By making sure that your business is visible on sites like Yelp and Google Maps, internet users will easily view your client or customer reviews from a source they trust.

Just make sure to stay active and respond professionally to all feedback, whether good or bad and always take the time to thank your customers for their feedback.  

$0 Marketing Tips For Mediation Businesses

As a mediation business owner, it can be challenging to find the time or money to promote your new business to the world.

However, marketing and promotion are two essential components to the success of your business!

Fortunately, with social media marketing, blogging, SEO, word of mouth, and online reviews, it’s perfectly possible to market your business without any marketing budget!

4 Time Management Tips for Mediators and Arbitrators

Time management is a common challenge for professionals across various fields, and mediators and arbitrators are no exception. With cases to manage, clients to communicate with, and business operations to oversee, finding the time to do everything efficiently can be difficult. In this blog, we’ll provide several time management tips tailored specifically for mediators and arbitrators, helping you optimize your workflow and focus on what truly matters—resolving disputes and serving your clients. 

1. Streamline Your Communication with Referral Sources

As a mediator or arbitrator, maintaining relationships with referral sources—such as attorneys, former clients, business leaders, and other professionals—is crucial for generating new business. However, as your practice grows, it becomes increasingly difficult to stay in regular contact with all your referral sources. While it's important to occasionally have personal meetings with your top referrers, there are effective ways to streamline communication with a broader audience. 

Start by compiling all your referral contacts into an email marketing platform like Mailchimp or Constant Contact. From there, you can send a monthly email newsletter that keeps your contacts informed about your practice. Include valuable content such as a recent blog post on mediation techniques, a video explaining the arbitration process, or updates on any changes within your practice. This not only keeps you top of mind but also provides ongoing value to your network. 

In addition, social media platforms should be made use of to share content regularly. Tools like Hootsuite or Sprout Social allow you to schedule posts across multiple platforms, ensuring you maintain a consistent online presence without needing to post manually every day. Regularly sharing articles, case studies, or success stories on platforms like LinkedIn can help reinforce your expertise and maintain your visibility within your professional network. 

Example Content to Share: 

• “The Benefits of Mediation Over Litigation in Family Disputes”

• “How to Prepare for Your First Arbitration Session”

• “Case Study: Successful Mediation in a High-Conflict Business Dispute”

2. Stay Organized!

While it may seem obvious, an organized workspace and structured schedule are fundamental to effective time management. A cluttered desk or scattered sticky notes can create a sense of chaos and make it harder to focus on your priorities. 

Take time to declutter your workspace and implement a system for organizing your tasks. Consider using a digital calendar or workflow management app like Trello or Asana to keep track of your appointments, case deadlines, and daily tasks. By visualizing your to-do list and scheduling your tasks, you can better manage your time and reduce the stress of feeling overwhelmed. 

Tips for Organization: 

• Use color-coded folders or digital tags for different types of cases (e.g., family mediation, commercial arbitration).

• Schedule specific blocks of time for case preparation, client meetings, and administrative tasks.

• Keep digital and physical files neatly organized and easily accessible.

3. Avoid Multitasking

In the fast-paced world of mediation and arbitration, it’s easy to fall into the trap of multitasking—trying to draft an agreement while answering client emails and preparing for an upcoming arbitration session. However, research shows that multitasking can actually hinder productivity and lead to errors. 

Instead, focus on one task at a time. If you need to, block out dedicated time on your calendar for specific activities. For example, set aside the first hour of your day to review case files without interruptions, or reserve the afternoon for drafting settlement agreements. By concentrating on one task at a time, you’ll work more efficiently and produce higher-quality results. 

Focused Task Ideas: 

• Morning: Review and respond to client communications.

• Midday: Prepare for upcoming mediation sessions.

• Afternoon: Work on drafting or reviewing arbitration agreements.

4. Delegate!

As a mediator or arbitrator, you may feel a strong inclination to handle everything yourself. After all, no one understands your practice and your clients better than you do. However, trying to manage every aspect of your business on your own can lead to burnout and distract you from your core responsibilities—facilitating resolutions and making fair decisions. 

Consider delegating non-essential tasks to others. For instance, administrative duties such as answering phones, managing appointments, or handling billing can be passed on to a capable assistant or outsourced to a virtual assistant service. Similarly, marketing tasks—like managing your social media accounts or creating content for your website—can be handled by a professional marketing team. 

By delegating tasks that don’t require your specific expertise, you free up more time to focus on what you do best: helping clients navigate and resolve their disputes. 

Tasks to Delegate:

•  Administrative: Scheduling, phone calls, and bookkeeping.

• Marketing: Social media management, content creation, and email campaigns.

• Operations: Document preparation, client follow-ups, and billing management.

If you're looking to delegate your marketing efforts, consider reaching out to a professional service that specializes in helping mediators and arbitrators. A well-managed marketing strategy can help grow your practice while allowing you to focus on providing excellent service to your clients. 

Conclusion

Effective time management is essential for mediators and arbitrators who want to maintain a thriving practice while delivering high-quality service to their clients. By streamlining communication with referral sources, staying organized, avoiding multitasking, and delegating non-essential tasks, you can better manage your time and enhance your productivity. Implement these tips, and watch as your practice becomes more efficient and your workload more manageable. If you’re interested in learning more about how to optimize your time and grow your practice, we’re here to help! Contact us today to discuss how we can support your marketing and business needs.

How Marketing Perspective Can Propel Your Mediation Practice Forward

Dictionary.com defines Perspective as  the art of drawing solid objects on a two-dimensional surface so as to give the right impression of their height, width, depth, and position in relation to each other when viewed from a particular point.

It also defines perspective as a particular attitude toward or way of regarding something; a point of view and this is what leads me to today’s topic.

How Marketing Perspective Can Propel Your Mediation Practice Forward

The way you present your brand can make or break its success. Marketing isn’t just about promoting your services; it's about building a connection with your clients and prospective clients. A well-crafted marketing perspective can distinguish a company from its competitors by creating a lasting impression and fostering customer loyalty.

Understanding the Market

Before embarking on any marketing initiative, it’s crucial to have a deep understanding of your market. This includes knowing who your potential clients are, what they need, and how they make decisions. Conducting market research helps mediators identify key demographics, prevalent issues, and emerging trends in dispute resolution. This insight enables you to tailor your services and marketing messages to meet the specific needs of your target audience, making your practice more relevant and attractive to potential clients.

Client-Centric Marketing

Another critical aspect of an effective marketing perspective is understanding and valuing the audience. Marketing is not just about projecting a message; it's about engaging in a dialogue. This involves listening to the audience's needs, preferences, and feedback, and then responding appropriately.

When mediators focus solely on delivering their message without considering the audience's perspective, they miss out on valuable insights that could enhance their communications. Audience-centric marketing requires empathy and the ability to view the brand from the consumer's viewpoint. By doing so, neutrals can create content that resonates more deeply, addresses real needs, and builds stronger relationships.

The Power of Subtlety in Marketing

When constructing a marketing campaign, one important element to bear in mind is subtlety. Marketing that shouts at the audience can often come across as desperate or aggressive, which may turn potential customers away. Instead, a subtle approach can be more effective, allowing the audience to engage with the content naturally and on their own terms.

Subtle marketing does not mean being vague or ambiguous; it means providing just enough information to pique interest and encourage further exploration. This method respects the intelligence of the audience, giving them the space to discover the message and its value on their own. For example, rather than bombarding the audience with explicit messages, subtle marketing might use storytelling, evocative imagery, or suggestive themes that invite viewers to draw their own conclusions and develop a deeper connection with the brand.

The Deeper Purpose of Marketing

Great marketing goes beyond the superficial aspects of a business. It delves into the core values and mission that drive your practice. This deeper purpose is what sets your brand apart and gives it a unique identity. Marketing that communicates this purpose effectively can inspire and motivate prospective clients, fostering a sense of trust and loyalty.

For instance, marketing campaigns that highlight a practice’s commitment to sustainability, community involvement, or ethical practices can create a powerful emotional connection with consumers. This approach not only differentiates the brand but also aligns with the growing consumer demand for transparency and corporate responsibility.

The importance of a well-thought-out marketing perspective cannot be overstated. Subtlety, audience engagement, and a deeper purpose are key components of effective marketing. By embracing these elements, mediators can create campaigns that resonate more deeply, foster lasting connections, and ultimately drive success. Marketing is not just about shouting your message the loudest; it's about crafting a narrative that invites your audience to listen, engage, and believe in your services.

Cultivating Visibility: A Strategic Approach for Mediators

As a mediator, your skills, expertise, and dedication to facilitating resolution among conflicting parties are paramount. Yet, while you excel at your craft, one aspect of your profession may require further attention: your visibility to potential clients. The adage "out of sight, out of mind" couldn't be more accurate in the realm of mediation services, and therefore, cultivating visibility is just as critical as honing your mediation skills.

Understanding and implementing a strategy for visibility can be the difference between a thriving mediation practice and one that falls short of potential. Here are several strategies to enhance your visibility and resonate with your potential clients:

1. Personal Branding:

Creating a personal brand is about more than just having a logo or a catchy name. It is about crafting an image that reflects your unique selling points. Consider what sets you apart from other mediators – it could be your specialized knowledge, your methodology, or your success rate. Ensure that your personal brand encapsulates your strengths and resonates with your potential clients.

2. Thought Leadership:

Establishing yourself as a thought leader in your field can significantly increase your visibility. You can achieve this by writing articles, blogs, and op-eds on topical issues related to mediation. Additionally, offering to speak at conferences or conducting workshops can also showcase your knowledge and attract potential clients.

3. Networking:

Actively participating in networking events can expose you to potential clients and build connections with influencers in your field. Don't underestimate the power of face-to-face conversations to create memorable impressions and foster relationships.  And if it’s within your budget … think about sponsoring the networking event or some portion of the event.

4. Social Media Presence:

In the digital age, maintaining a robust social media presence is indispensable. LinkedIn, Facebook, and Twitter provide platforms for you to share your insights, promote your brand, and engage with your audience. Regularly updating your profiles and posting relevant content can elevate your visibility among potential clients.

5. Client Testimonials:

Positive testimonials from satisfied clients are one of the best ways to enhance your reputation and visibility. These testimonials lend credibility to your services and can be featured on your website or social media platforms.

6. Collaborations and Partnerships:

Partnering with other professionals or organizations can widen your reach. These partnerships can lead to referral opportunities, joint marketing efforts, or cooperative events, all of which can enhance your visibility.  An example of this is taking a position of leadership within your target market’s associaitons and organizations.  Getting your name out to potential clients through the associations media, reminding your target market of your specific practice specialty and devotion to the resolution of their unique cases.

7. SEO Optimized Website:

Having a well-designed and SEO optimized website can increase your online visibility. Ensure your website is user-friendly, contains relevant information about your services, and uses strategic keywords that potential clients may use in their online searches.

Remember, visibility doesn't happen overnight. It takes consistent effort and strategic planning. Be patient and persistent in your visibility efforts, and over time, you'll find your reputation and client base growing. Embrace the necessity of visibility just as you have embraced the art of mediation, and you'll see a positive impact on your practice.

Visibility is not just an option for mediators, it's a necessity. By enhancing your visibility, you can unlock new prospects and opportunities, such as media interviews, speaking invitations, writing articles, and leadership roles. These can augment your reputation and authority, essential elements for mediators who rely on the trust and confidence of their clients.

Avoidance of these opportunities is often due to perfectionism, a lack of preparedness, or a hectic schedule. Yet these are mere hindrances. We'll never feel completely ready or comfortable with these endeavors. Still, action always surpasses inaction.

When you push yourself beyond your comfort zone, you enhance your skills and abilities. Thus, make the commitment to make yourself known today. Your proficiency as a mediator is irrelevant if you're invisible in the market.

Just like many others, I, too, grapple with this. It's not an easy task to maintain high visibility, but I've come to realize its indispensability for my career.

So, what measures will you take today to fortify your brand and your practice as a mediator? Get in touch with me for assistance in formulating your visibility and marketing strategy. Remember, visibility is a vital component for mediators to ensure their services are sought after and recognized

Crafting an Effective Call to Action: 7 Easy Steps for Mediators

As a mediator, your role is to guide parties towards mutually beneficial resolutions. However, beyond facilitating discussions, you often need to inspire action to get new clients, encouraging parties to attend sessions, complete necessary paperwork, or take steps towards implementing agreements. An effective 'call to action' (CTA) can significantly enhance your ability to gain new business or motivate parties. Here’s a step-by-step guide to help you craft compelling CTAs.

Step 1: Understand Your Audience

Know Their Needs and Concerns

Before crafting your CTA, it’s crucial to understand the needs, concerns, and motivations of the parties involved. What are their pain points? What do they hope to achieve from mediation? Tailoring your CTA to address these aspects can make it more compelling.

Example:

If parties are concerned about lengthy legal battles, a CTA emphasizing the efficiency of mediation can be effective: “Save time and stress - schedule your mediation session today!”

Step 2: Be Clear and Specific

Clarity is Key

A good CTA is unambiguous. The parties should immediately understand what action you want them to take and why it’s beneficial. Avoid jargon and keep your language simple.

Specificity Enhances Effectiveness

Specify the action you want the parties to take and include any relevant details. Vague CTAs are less likely to motivate action.

Example:

Instead of “Contact us for more information,” use “Call us at 555-1234 to schedule your first mediation session and start resolving your dispute today.”

Step 3: Highlight the Benefits

Focus on the Positive Outcomes

People are more likely to take action when they understand the benefits. Clearly articulate how taking the suggested action will help the parties achieve their goals or alleviate their concerns.

Example:

“By signing the mediation agreement, you take the first step towards a peaceful resolution and a brighter future for your family.”

Step 4: Use Action-Oriented Language

Strong Verbs Make a Difference

Use strong, action-oriented verbs to prompt immediate action. Words like “schedule,” “start,” “call,” and “join” are more effective than passive language.

Example:

“Join our mediation program today and start building a collaborative solution.”

Step 5: Create a Sense of Urgency

Encourage Immediate Action

Incorporating a sense of urgency can prompt quicker responses. Phrases like “now,” “today,” and “limited time” can be effective, but be honest and avoid creating false urgency.

Example:

“Spaces are filling up fast – schedule your mediation session now to secure your spot.”

Step 6: Make it Easy

Simplify the Process

Ensure the action you’re asking parties to take is easy to complete. Provide clear instructions and make the process as straightforward as possible.

Example:

“Click the link below to fill out our quick mediation intake form and get started.”

Step 7: Test and Refine

Experiment and Optimize

Test different CTAs to see which ones are most effective. Pay attention to the responses and be willing to refine your approach based on feedback and results.

Example:

If a particular CTA is not generating the desired response, tweak the language or change the format. For instance, if “Call us today” isn’t working, try “Visit our website to learn more about how mediation can help you.”

Effective Call to Action Phrases for Marketing

Incorporating strong CTAs into your marketing strategy can enhance engagement and conversion rates. Here are some examples of compelling CTA phrases specifically for marketing your mediation services:

For Website or Social Media Ads:

• “Start Resolving Your Dispute Today – Click Here to Schedule a Free Consultation!”

• “Don’t Wait – Book Your Mediation Session Now and Move Forward Peacefully.”

For Email Campaigns:

• “Act Now – Secure Your Spot in Our Next Mediation Workshop!”

• “Join Us Today and Take the First Step Towards a Better Resolution!”

For Landing Pages:

• “Get Started with Mediation – Complete Your Intake Form in Just 5 Minutes!”

• “Ready to Find a Solution? Schedule Your Mediation Session Today and Save Time.”

For Follow-Up Messages:

• “You’re One Step Away from Resolution – Confirm Your Mediation Appointment Now!”

• “Need Help? Click Here to Speak with a Mediator and Get Your Questions Answered.”

An effective call to action is a powerful tool in a mediator’s toolkit. By understanding your audience, being clear and specific, highlighting benefits, using action-oriented language, creating urgency, simplifying the process, and continually refining your approach, you can enhance your ability to motivate parties and facilitate successful outcomes. Use these steps and CTA examples to craft messages that not only prompt action but also foster a collaborative and constructive mediation environment. Whether you’re enhancing your website, writing emails, or creating marketing materials, these strategies will help you engage potential clients and drive your mediation services forward.

5 Questions to Ask Before Promoting Your Mediation Services

When it comes to marketing mediation services, strategic planning is essential. Whether you're laying out your overall marketing strategy or crafting a plan to grow your presence on social media, taking the time to plan before you begin is crucial.

Here, we’ll apply this concept specifically to promoting your mediation services. Below are five key questions you should answer before launching any new marketing campaign. Consider this your checklist to ensure your efforts are successful.

1. Who Are Your Mediation Services Intended For? Identify your target market. Who specifically needs mediation services? Is your target market for these services attorneys who represent clients in a conflict, or unrepresented parties. Create a detailed profile of your ideal client. Consider their age, occupation, conflict type (e.g., family, business, community), and any other relevant characteristics that could influence your marketing strategy.

2. What Are the Specific Benefits of Your Mediation Services? Clearly articulate the key benefits of your mediation services. Remember, benefits differ from features. Features explain what you do; benefits explain why it matters to your clients. For instance, a mediator might facilitate negotiations or draft agreements, but the real benefit is resolving conflicts efficiently and preserving relationships. Highlight how your services lead to reduced stress, cost savings, or faster resolutions, as these are the benefits that resonate most with your target market.

3. What Differentiates Your Mediation Services from Others? Determine what sets your mediation services apart. Is there something unique about your approach? Perhaps it’s your extensive experience, a particular specialization, or your success rate. Why should clients choose you over a competitor? It’s essential to communicate what makes your services superior. If your target audience values expertise over cost, for example, emphasize your qualifications and track record instead of focusing on price.

4. What Are the Best Channels to Reach Your Target Audience? Identify the most effective channels to reach your audience. Where does your target market spend their time? Would they respond better to online content, professional networks, or community workshops? Consider a mix of channels—such as LinkedIn, or networking face to face, writing articles, or giving trainings or presentations for local community outreach—to ensure your message reaches the right people. Don't hesitate to explore creative and unconventional channels that might capture your audience's attention.

5. How Can You Motivate Your Audience to Seek Mediation Now? Encourage immediate action. It's not enough to generate interest; you need to motivate potential clients to contact you now. Whether through a free initial consultation, or by emphasizing the benefits of early mediation, create a sense of urgency. Remind your audience that unresolved conflicts can escalate, leading to greater costs—both financial and emotional—if not addressed promptly.

By taking the time to address these questions before launching your campaign, you set yourself up for success. Without this preparation, you may find yourself asking, “What went wrong?” after it's too late.

Are You Marketing Features… or Benefits Of Your Mediation Services?

When promoting your mediation services, it's crucial to ask yourself: are you focusing on features or benefits?

Features are the specific qualities or characteristics of your services. For example, as a mediator, features might include your certification credentials, years of experience, or the number of successful mediations you’ve conducted.

But, benefits emphasize the positive outcomes your clients will experience by using your services. Instead of just listing your qualifications, highlight how these will directly benefit your clients. For instance, if you have unrepresented parties, benefits of mediation might include saving money, reducing stress through a more amicable process, confidentiality, and achieving quicker resolutions to disputes.

Why Benefits Matter More

Consider your audience’s perspective. Potential clients are primarily interested in how your services will improve their situation. They care less about your certifications and more about how you can help them resolve their conflicts efficiently and peacefully.

Shifting Your Marketing Focus

The saying goes, "Don’t focus on the paintbrush. Focus on the masterpiece your customer can create with it." For mediators, this means emphasizing the positive changes your services will bring to your clients’ lives and businesses.

Evaluate Your Message

Take a moment to review your marketing materials. Are you listing your features like a resume, or are you showcasing the tangible benefits your clients will experience? Shifting your focus to benefits can make your services more attractive to potential clients.

By highlighting the real-life advantages of using your mediation services, you’ll connect more effectively with your audience and demonstrate the true value of what you offer. Happy mediating!

Why Sales Funnels Suck And What Mediators Should Do Instead

In an average week I get 5 messages from someone offering to set up a sales funnel for me that promises to get me 10x the number of clients.  Do you get these too?  Every time I get one of these messages, I think about those words – sales funnel.  I also think about how the person who sent me their message has no idea what makes our industry tick.   I avoid companies that want to put me into a sales funnel the same way I avoid mimes on the streets of Paris.  I don’t like being manipulated and entering into a company’s sales funnel leaves me feeling manipulated.

Sales funnels are for selling products.  So you if you’re selling a ADR training or books, then by all means, proceed.  But sales funnels are NOT for selling our neutral services.  And here’s why. 

They're impersonal and wrong for building relationships with clients hiring us as mediators and arbitrators.

I think sales funnels fall short when it comes to fostering genuine, meaningful relationships with prospective clients. We know that the primary reason we get hired is because a client trusts us with their case.

So, let’s cover the reasons why sales funnels are impersonal and why they may not be the best approach for building the relationships that lead to more business for you.

Lack of Personalization

Sales funnels are typically designed to be one-size-fits-all, with the same automated messages and content being delivered to every potential client. This lack of personalization can leave your contacts feeling like just another number in a database, rather than individuals with unique needs and preferences. Building relationships requires understanding and addressing each client’s specific pain points and interests, which is something sales funnels struggle to achieve.

Limited Engagement Opportunities

Sales funnels are inherently focused on driving potential clients towards a specific goal, often a purchase. While this is undoubtedly essential for a business's bottom line, it can lead to a narrow focus that neglects other critical aspects of relationship-building. When the primary goal is to close a sale, there is less room for authentic engagement and nurturing long-term relationships.

Impersonal Automation

Automation plays a significant role in sales funnels, but it can lead to a lack of genuine human interaction. Our clients are human.  And most humans appreciate and respond positively to personalized, human touchpoints. Automated email sequences and chatbots can never replace the warmth and empathy that come from real human connections. Relying solely on automation can make people feel like they are dealing with a machine rather than a caring, empathetic, professional neutral.

Short-Term Focus

Sales funnels tend to emphasize short-term results, prioritizing immediate conversions over long-term customer loyalty. While closing sales is undoubtedly crucial, building lasting relationships involves a more extended perspective. We should be willing to invest time and resources in nurturing relationships that may not pay off immediately but could lead to customer loyalty and advocacy in the long run.

Failure to Address Customer Needs

Sales funnels often center on pushing customers through a predefined set of steps, which may not align with their individual needs or preferences. This can lead to frustration and a sense of being pushed into a decision rather than making an informed choice. Building relationships requires actively listening to clients, addressing their concerns, and tailoring solutions to meet their unique requirements.

Risk of Alienation

Over-reliance on sales funnels can risk alienating customers who value a more organic and authentic approach. Some customers may perceive the funnel as manipulative or pushy, which can erode trust and damage the potential for a genuine, long-lasting relationship.

While sales funnels can be effective tools for driving conversions and revenue, they are not well-suited for building authentic, meaningful relationships with customers. The impersonal nature of sales funnels, their lack of personalization, and their short-term focus can hinder the development of trust and loyalty. To truly build lasting connections with customers, businesses should consider incorporating more personalized, human-centric approaches that prioritize understanding, empathy, and genuine engagement. Building relationships is a long-term endeavor, and while sales funnels have their place in marketing, they should not be the sole strategy for nurturing customer relationships.

So if sales funnels are the wrong way to market your practice, what’s the right way? 

Crafting a Trust-Building Marketing Strategy: The Path to Meaningful Relationships

Building trust and meaningful relationships with potential clients is critical. For us, a well-crafted marketing strategy that focuses on nurturing trust can lead to loyal customers who not only make repeat purchases but also become our practice advocates. So instead of a sales funnel, design a marketing strategy that fosters both trust and genuine relationships with your audience.

Understand Your Audience

The foundation of any trust-building marketing strategy is a deep understanding of your target audience. These are your people.  You know who they are.  You can identify their needs, pain points, and desires. What challenges do they face? What solutions are they seeking? By empathizing with your audience, you can tailor your messaging and offerings to resonate with them on a personal level.

Authentic Brand Storytelling

One of the most powerful ways to build trust is through authentic brand storytelling. Share your practice’s journey, values, and mission with transparency. You might consider highlighting your successes and setbacks – your experiences.  When clients can relate to your story, they are more likely to trust your brand. Authenticity in storytelling humanizes your practice, making it easier for potential clients to connect with you and repeat clients coming back time after time.

Consistent and Transparent Communication

Consistency is key to building trust. Ensure that your brand's messaging and tone remain consistent across all touchpoints, including your website, social media, emails, and customer support. Be transparent about your services, pricing, and policies.  

Content Marketing with Value

Provide valuable content that addresses your audience's questions and concerns. Offer informative blog posts, videos, infographics, and guides that demonstrate your expertise. By freely sharing knowledge, you position your brand as a trusted resource. Encourage two-way communication by inviting feedback and comments from your audience.

Personalization and Segmentation

Personalization is a powerful tool for building relationships. If you have more than one target market, segment your audience based on their preferences, behaviors, and demographics. Tailor your marketing communication to address each group’s unique needs and interests. Flipping an old cliché is important here.  It’s not just business – it’s also personal.

Exceptional Customer Service

Exceptional customer service is a cornerstone of trust-building. Respond promptly to inquiries and resolve issues with empathy and professionalism. Go above and beyond to exceed customer expectations. Happy customers are more likely to become loyal advocates and refer others to your brand.  If this isn’t your strong suit, you need to hire a case manager.  I always recommend Case Manager Services. 

Community Engagement

Create a sense of community around your brand. Engage with your audience on social media, forums, and online groups related to your industry. Hosting webinars, Q&A sessions, or live events can further foster a sense of belonging. A strong brand community encourages customer loyalty and word-of-mouth marketing.  Be involved in a real way.  Engagement is key.

Networking

There’s nothing that beats face to face or even online networking.  Networking is the powerhouse of any strategic plan to build your practice.  Meeting your prospective clients and letting them meet you is absolutely necessary.  Show them that you have the right personality for the people in their cases and the subject matter knowledge to participate intelligently in conversation about the merits of their cases.

Having meaningful conversations, and proving through repeated interactions that you are the right person to hear their case – that’s where the goldmine is.

A marketing strategy designed to build trust and professional relationships is an investment that can yield long-term benefits for your practice. By understanding your audience, sharing authentic stories, providing valuable content, and offering exceptional customer experiences, you can create a strong foundation of trust. In an era where customers seek meaningful connections with brands, your commitment to building trust will set you apart and pave the way for enduring relationships that drive business growth.

Debunking 10 Misconceptions About Marketing a Mediation Practice

When I’m consulting with neutrals about how to best build and market their practice, I frequently encounter some misconceptions about marketing.  Here, I’ll debunk 10 of the most common myths about marketing a mediation practice—and show you how to approach it effectively.

1. “If I Build It, They Will Come”

A common misconception among mediators is that having excellent credentials, training, and experience is enough to bring clients knocking at your door. Unfortunately, that’s not the case. Potential clients need to know who you are, what you offer, and why you’re the right choice. Simply being skilled isn’t enough if no one knows about it.

The reality: Marketing is the bridge between your expertise and your clients’ needs. You must actively share your skills, experience, and success stories through networking, content, and outreach.

2. “Marketing Is Too Salesy or Inappropriate for Mediators”

For many mediators, marketing feels at odds with the professionalism and neutrality their role demands. They fear that promoting themselves might come across as overly aggressive or undermine their credibility. However, ethical marketing isn’t about selling—it’s about educating and helping people understand the value of mediation and the benefits of your practice in particular.

The reality: Marketing for mediators is most effective when it focuses on the client’s needs and highlights how mediation can solve their problems. Sharing informative content, case studies, and thought leadership establishes trust while maintaining professionalism.

3. “Social Media Isn’t for Professionals Like Me”

Some mediators dismiss social media as frivolous or irrelevant. But platforms like LinkedIn, Instagram, and even TikTok can be powerful tools for reaching potential clients, sharing insights, and establishing your authority in the field. Social media isn’t just for trendy brands—it’s a space to build meaningful connections.

The reality: Strategic social media use can expand your network, showcase your expertise, and position you as a thought leader. The key is to focus on platforms where your target audience is active and engage authentically.

4. “I Can’t Market Because I Don’t Have a Big Budget”

Marketing can seem like an expensive endeavor, leading too many mediators to assume it’s out of reach. While large campaigns and professional agencies might require investment, there are plenty of low-cost or free marketing strategies that can be highly effective.

The reality: Blogging, email campaigns, networking events, and organic social media posts are all affordable ways to market your practice. Creativity and consistency are often more important than a large budget.

5. “I Don’t Need a Niche; Mediation Is for Everyone”

Many mediators try to cast a wide net, marketing to “everyone.” But this approach often backfires, making it hard for potential clients to see how you understand their unique challenges. Having a niche doesn’t limit your opportunities; it makes your practice more relatable and specific.

The reality: Whether you specialize in family law, workplace disputes, or commercial mediation, focusing on a niche helps you craft targeted messaging and build a reputation as an expert in that area.

6. “Word-of-Mouth Is Enough”

Referrals are an invaluable source of clients, but relying solely on word-of-mouth can be risky. Without additional marketing efforts, you’re at the mercy of others to spread the word about your practice.

The reality: A diversified marketing strategy that combines word-of-mouth with online presence, content marketing, and networking ensures a steady flow of potential clients.

7. “A Website Is Optional”

In today’s digital world, not having a website is like not having a business card. Potential clients often turn to Google first when searching for mediators, and if you don’t have a professional, informative website, you could lose out to competitors who do.

The reality: Your website acts as your professional storefront. It should include details about your services, areas of expertise, client testimonials, and easy ways to contact you.

8. “Marketing Results Are Instant”

It’s easy to feel frustrated when your marketing efforts don’t yield immediate results. Some mediators give up too soon, assuming their strategy isn’t working. But marketing takes time to build trust and establish your presence in the marketplace.

The reality: Consistency and patience are essential. Marketing is a long-term investment in your practice’s success.

9. “I Need to Be Everywhere, All the Time”

The pressure to be on every platform and use every marketing tactic can be overwhelming. Trying to do it all often leads to burnout and diluted efforts.

The reality: Focus on a few key strategies and platforms that resonate most with your target audience. Quality over quantity is the golden rule.

10. “I Can Handle Marketing Myself”

While some mediators successfully manage their own marketing, others underestimate the time, skill, and effort required. DIY marketing can lead to inconsistent results or burnout.

The reality: Knowing when to delegate to a professional marketer can free up your time and ensure a more strategic and effective approach. Sometimes, the smartest investment is in expert help.

Final Thoughts

Marketing doesn’t have to feel daunting or at odds with the core values of mediation. By understanding and overcoming these common misconceptions, you can create a marketing strategy that aligns with your goals, resonates with your audience, and sets your practice apart. Whether you’re just starting out or looking to grow your practice, the key is to approach marketing as an ongoing, thoughtful process—and to embrace it as an essential part of your success.

A Deeper Dive into SEO for Mediators

Search Engine Optimization (SEO) is crucial for any business in today's digital age, and the mediation profession is no exception. So, let’s delve deeper into the intricacies of SEO, discussing key elements like keyword research, optimizing your website structure, and creating quality content.

Now more than ever a strong online presence is essential for the success of any business, including mediation practices. Search Engine Optimization (SEO) plays a crucial role in ensuring that your mediation services are discoverable and visible to potential clients when they search for relevant keywords or phrases.

Let’s start with keyword research: Keyword research is the foundation of effective SEO. It involves identifying the keywords and phrases that your potential clients are using when searching for your mediation services. You can do some thorough research using keyword research tools, such as Google Keyword Planner, to identify relevant and high-demand keywords in your niche. Consider both broad keywords (e.g., "mediation services") and long-tail keywords (e.g., "family mediation services in [your city]"). By incorporating these keywords strategically throughout your website content, you increase the likelihood of appearing in relevant search results.  Be careful though that you integrate your keywords in a natural way, and aren’t just keyword-stuffing your web content.

Optimizing website structure: A well-optimized website structure is vital for both search engines and user experience. Ensure that your website is structured in a logical and organized manner, with clear navigation menus and properly labeled sections. Create separate pages for each type of mediation service you offer, allowing search engines to understand the specific areas in which you specialize. Optimize your URLs, page titles, and meta descriptions with relevant keywords to improve your website's visibility in search results.

Creating quality content: Content is king when it comes to SEO. Develop high-quality, informative, and engaging content that addresses the needs and concerns of your target audience. Incorporate relevant keywords naturally within your content, including headings, subheadings, and body text. Write blog posts, articles, or resource pages that provide valuable insights and solutions to common mediation issues. Consider creating content around frequently asked questions, case studies, or success stories to demonstrate your expertise and build credibility.

Building backlinks: Backlinks, or incoming links from other websites to yours, play an important role in SEO. These links tell search engines that your website is reputable and trustworthy. Focus on building quality backlinks from reputable sources within your target market niche, legal directories, or related professional associations. And, think about guest blogging opportunities or collaborate with other professionals to create content that includes links back to your website. Foster relationships within your target market community to gain recognition and secure backlinks.

Local SEO: If you’re a mediator operating in a specific geographic area, local SEO is important. Optimize your website for local search by including your location in page titles, headings, and content. Create and optimize your Google My Business profile, ensuring accurate and consistent information about your practice, such as address, phone number, and business hours.

Mobile optimization: With the majority of internet searches now happening on mobile devices, optimizing your website for mobile access ease is fundamental. Make sure that your website is mobile-friendly, with a design that adapts to different screen sizes. Mobile optimization improves user experience and contributes to your search engine rankings.

Monitoring and analytics: You can use tools like Google Analytics and Google Search Console to monitor your website's performance, track keyword rankings, and gain insights into visitor’s behaviors. And then you can analyze the data to identify areas for improvement, track the effectiveness of your SEO efforts, and then adjust your strategy accordingly.

Staying updated: SEO best practices are constantly evolving, as search engine algorithms change and user behavior shifts. Stay informed about the latest SEO trends, algorithm updates, and industry news by following reputable SEO resources, forums, podcasts, or YouTube channels. Take what you learn and adapt your SEO strategy as needed to make sure that your mediation practice stays visible in search engine results.

By putting these SEO strategies to work, you can enhance your online visibility, attract organic traffic to your website, and position your mediation practice as a trusted authority in the field. Remember that SEO is a long-term endeavor and it requires consistent effort and adaptation. By optimizing your website, creating valuable content, building backlinks, and staying informed about SEO best practices, you can maximize your online presence and reach potential clients seeking mediation services. 

Thanks for reading.  If you have a topic that you’d like me to cover in upcoming episodes, just let me know and I’ll make a video for

Words That Make A Mediator’s Heart Sink

" I didn’t know you did that"

That’s a line often heard by mediators and arbitrators, usually from clients or prospective who are pleasantly surprised to discover the breadth of services they offer. But here’s the kicker: while it can lead to more business, hearing “I didn’t know you did that” is like watching potential clients slip through your fingers.  Six words that are heartbreaking.  It means that your marketing messages aren’t clear. 

It means your clients and referral sources aren’t fully aware of the range of ways you can help them. And for every person who stumbles upon your services, how many others are taking their business elsewhere simply because they didn’t know you could assist?

Failing to enlighten your clients and referral sources about your full range of mediation and arbitration services is like leaving money on the table.

But fear not! Here are some down-to-earth steps to ensure everyone knows just how much you bring to the table:

A Clear Brand Identity: Don’t blend into the crowd. Stand out as the go-to mediator or arbitrator in your niche. Whether it’s divorce mediation, employment arbitration, or commercial mediation, let people know you’re the expert they need.

Regular E-Newsletter: Drop a friendly email newsletter that not only shares valuable content but also highlights the different ways you can lend a hand. Stick a prominent reminder in there about your mediation and arbitration services. Let’s keep it fresh and engaging!

For example: Share a story about a successful mediation where you helped two feuding neighbors reach a compromise (changing the details of course so that you don’t violate confidentiality), and don’t forget to mention that you’re ready to help others find common ground too.

Social Media Savvy: Stay active on social media platforms, but don’t just blast out repetitive lists of your services. Engage your audience with interesting content related to mediation and arbitration. Show them why you’re the one they should turn to when conflicts arise.

Follow-up Phone Call: After wrapping up a mediation or arbitration gig, why not give your client a buzz? Thank them for their trust and remind them of your other services. It’s like a friendly reminder: "Hey, remember me? I’m here for more than just that case we wrapped up."

Clearly Communicate on Your Website: Make sure your website is crystal clear about what you offer. If you have unrepresented clients, (note: avoid confusing legal jargon). Speak their language and make it easy for potential clients to see how you can help them resolve disputes.

Consistency is Key: In a world filled with noise, you’ve got to keep showing up. Stay active on social media, keep that newsletter rolling, and network like a pro. If you’re not moving forward, you’re falling behind.

So, next time someone says, “I didn’t know you did that” take note and make the necessary changes to your marketing messages and never hear those nasty little six words.  Because now, you’ll know exactly how you can communicate to help your clients find the right processes and solutions.

Picture This: Why Visuals Are Vital for Mediators' Websites and Social Media

The images on your mediation website can be just as important as the words. Visuals play a critical role in attracting and engaging visitors, making your content easier to digest, and ultimately driving more inquiries. Whether you're using photos, infographics, or charts, the right imagery can enhance user experience and increase the likelihood of converting website visitors into clients.

Let's explore how visuals can benefit your mediation practice and offer key strategies to maximize their impact on your site.

Why Images Matter on Mediation Websites

It's no secret that people are visual by nature. Studies have shown that content with relevant images is 94% more likely to be viewed than text-only material. For mediators, using images strategically can help establish credibility, build trust, and encourage potential clients to explore your services.

The importance of images in user engagement can be explained in three main ways:

1. Speed of Information Processing – The human brain processes visuals much faster than text.

2. Emotional Impact – Images can evoke feelings that help create a connection with your audience.

3. Time Efficiency – In a fast-paced world, images help users quickly determine whether your content is worth their time.

How Images Drive Engagement for Mediators

When potential clients land on your website, they are looking for reassurance, professionalism, and clarity. Images can help deliver that message faster than text alone. Here are a few ways images can directly influence engagement on your website:

Faster Decision-Making: Studies suggest that the brain processes visuals in as little as one-tenth of a second, compared to the much longer time it takes to read through paragraphs of text. For busy potential clients, a well-placed image can quickly communicate the essence of your mediation services.

Emotional Connection: Mediators often work with individuals facing emotionally charged disputes. Using images that evoke a sense of calm, cooperation, and resolution can help establish an emotional connection with your audience, making them feel more confident in your ability to help them resolve their conflicts.

Holding Visitor Attention: Website visitors have limited time and attention spans. Relevant, high-quality images can help communicate your message quickly, allowing users to scan your content and decide to stay on the page longer.

The Role of Imagery in Enhancing User Experience

One of the most important goals of your mediation website is to engage visitors long enough to encourage them to take action, such as scheduling a consultation. Research shows that click-through rates (CTR) are 47% higher on websites with visuals compared to those without. For mediators, this can mean the difference between a casual visitor and a prospective client.

Think of your website as an extension of an initial consultation. When visitors engage with your site through images and content, they are more likely to ask questions and explore your services further. The longer they stay, the more likely they are to reach out for a consultation.

Best Practices for Using Images on Your Mediation Website

Not all images are created equal, and using the wrong visuals can hurt rather than help your engagement. Below are 4 tips to ensure that the imagery on your website enhances, rather than detracts from, your message:

1. Choose Relevant and On-Brand Images

Each image you use should support your message and align with the overall tone of your mediation practice. Avoid stock images that feel generic or unrelated. Instead, opt for visuals that reflect the essence of your services and the experience you provide to clients.

Mediators should use images that reflect professionalism, approachability, and the values of neutrality, collaboration, and resolution. Here are 10 specific types of images to consider:

1. Professional Portraits

·       Use high-quality, professional headshots for profile pictures and "About" sections.

·       Include images of mediators engaging with clients or in a professional setting.

·       Amp up the imagery by dressing to compliment your brand ID colors

2. Collaborative and Positive Imagery

·       Photos of people shaking hands, collaborating at a table, or engaging in positive dialogue.

·       Groups of people working together, symbolizing teamwork.

3. Neutral and Calm Scenes

·       Nature imagery like calm waters, balanced rocks, or serene landscapes to symbolize peace and balance.

·       Minimalist designs or soothing color palettes to reflect neutrality and a stress-free environment.

4. Symbols of Resolution

·       Icons like scales of justice, puzzle pieces fitting together, or bridges to convey problem-solving and unity.

·       Visuals of agreements being signed or deals being closed.

5. Office or Meeting Spaces

·       Photos of your actual office or neutral meeting spaces to showcase where mediation occurs.

·       Welcoming spaces that appear comfortable yet professional.

6. Thought Leadership Content

·       Infographics summarizing mediation processes or benefits.

·       Photos of you speaking at events, participating in panels, or conducting workshops.

7. Client-Centric Imagery

·       Testimonials with a photo of a smiling person (with consent).

·       Situations that show empathy and support, like a mediator listening intently.

8. Quotes and Insights

·       Overlay inspirational or relevant quotes about conflict resolution and mediation over an appealing background image.

·       Ensure the text is readable and professional.

9. Industry Relevance

·       Images that reflect specific industries you serve, such as business settings, family scenarios, or construction projects.

10. You and your ideal clients

·       Use images that feature you engaging with your ideal clients are (e.g. families, C-suite executives, communities, etc) These can be staged of course

2. Prioritize High Quality and Fast Load Times

While high-quality images are crucial for building trust and professionalism, they should not come at the expense of slow page load times. Compressed images that maintain quality will ensure visitors aren’t frustrated by delays, keeping them on your site longer.

3. Use Descriptive Alt Text and File Names

Search engines, like Google, index images based on their file names and alt text. Use descriptive keywords for your image file names and write meaningful alt text to improve your search rankings and make your site more accessible to all users.

4. Optimize for Mobile Devices

With more people accessing websites through smartphones and tablets, it’s essential to ensure your images are mobile-friendly. Responsive images will adjust to different screen sizes without losing quality, enhancing the experience for all visitors, regardless of the device they use.

5. Utilize Hero Images

A hero image, typically displayed at the top of your homepage, is the first visual impression visitors get of your website. This large, bold image should immediately convey the core values of your mediation practice—whether that’s professionalism, trust, or peaceful conflict resolution.

Example: How to Use Visuals to Communicate Key Mediation Concepts

For mediators, some of the best ways to incorporate imagery include:

Infographics: Simplify complex processes, such as the steps in mediation, with easy-to-understand visuals. For example, a flowchart that shows the mediation journey can help clients understand the process before they even reach out.

Client Testimonials: Include images of satisfied clients alongside their testimonials. Photos of happy clients reinforce the positive outcomes you’ve achieved, helping to build trust with prospective clients.

Charts and Graphs: Use data-driven visuals to show the benefits of mediation, such as success rates or cost-effectiveness compared to litigation.

Professional Photos: Images of your office space, team, or mediation sessions (where appropriate) can help humanize your practice and make you appear approachable.

Final Thoughts: Imagery as a Powerful Tool for Mediators

Visuals are more than just decorative elements on your mediation website—they are powerful tools that enhance communication, build emotional connections, and guide visitors toward action. By choosing the right images, optimizing them for performance, and aligning them with your brand, you can significantly boost engagement and create a more compelling online presence.

Remember, your website is often the first point of contact between you and potential clients. Make sure every image you use serves a purpose and contributes to the overall user experience.

Attributions:

94% more likely to view content: Social Media Today

One-tenth of a second to process visuals: MIT research

47% higher click-through rate: HubSpot research

The Perseverance Paradox: Why You Should Never Give Up on Marketing Your Mediation Practice, No Matter the Results

In the fast-paced world of business, it's easy to get discouraged when your marketing efforts don't yield immediate, stellar results. It's tempting to throw in the towel and consider cutting back on marketing expenditures and efforts. However, that could be a costly mistake. Here's why it's crucial to never give up on marketing, regardless of the initial outcomes.

Building Brand Awareness Takes Time: Marketing your practice isn't just about getting a new client today; it's about creating a lasting presence in the minds of your potential clients. Consistent marketing efforts, even if they don't lead to an immediate influx of customers, help build brand awareness. Over time, people will start recognizing your name and associating it with your practice. When they're ready to make a purchase, your brand will be the one they think of first.

Your Brand awareness is the extent to which clients and prospective clients are familiar with the distinctive qualities or image of your practice and its services. Find the mediums your prospective clients prefer and communicate your brand message regularly and persistently.

“…branding is your fundamental  promise of whom you serve, how you make them feel and what’s different about how you deliver. Marketing is how you get this message out there once you have defined it” TWIST: How Fresh Perspectives Build Breakthrough Brands by Julie Cottineau

Fostering Trust and Credibility: Trust is a precious commodity in any business, but that’s especially true for attorneys, mediators, and arbitrators.  Consistent marketing demonstrates your commitment to your audience and your industry. Even if your initial marketing efforts don't bring in hordes of clients, they do show that you're here to stay. Trust is built over time, and maintaining your marketing efforts is a way to signal your reliability.

Trust is the cornerstone of business.  It’s the basis of every human relationship, every interaction, every communication, every initiative, every work project and even any strategic imperative you need to accomplish.  The best way to build trust with prospective clients is build relationships.  This why networking is so key to building a practice.

“Trust isn’t what we do; it is what results from what we do.”  Richard Fagerlin

Adapting and Learning: Marketing is not a one-size-fits-all endeavor. When you persist in your marketing efforts, you give yourself the opportunity to learn from what works and what doesn't. Every practice development activity provides valuable data and insights. By continually refining your strategies based on these insights, you can gradually improve your marketing ROI (Return on Investment).

Read business and marketing books, listen to business and marketing podcasts, watch business and marketing videos, take business and marketing courses – never stop learning, adapting, and listening to what your clients and prospective clients need from you.

“One learns from books and example only that certain things can be done. Actual learning requires that you do those things.” — Frank Herbert

Staying Ahead of the Competition: In the resolution industries, your competitors are also investing in marketing. If you decide to scale back or stop altogether, you risk falling behind. Consistent marketing helps you maintain a competitive edge. When others reduce their efforts, your brand remains visible, potentially allowing you to capture a larger market share.

Do a quick competitor analysis.  A quick search on LinkedIn or Google will let you see your actual or perceived competition.  You’ll be able to see their branding, their marketing messages, their target markets, their geographical markers, their pricing, and their market position.  Take notes, then capitalize on what makes your practice different and better.

“Do not overestimate the competition and underestimate yourself. You are better than you think.”

— Tim Ferriss

Embracing the Long Game: Marketing is not a sprint; it's a marathon. Sometimes, it takes time for your efforts to bear fruit. By committing to the long game and persisting through initial challenges, you position yourself for success in the future. Patience and perseverance are often rewarded in the world of marketing.

Create a year-at-a-glance calendar on a spreadsheet and note what and when you’ll be creating and delivery on all your marketing tasks.  Your spreadsheet should include attending events for networking, posting on social media, speaking publicly, releasing articles, offering trainings, updating  your website, sending email campaigns, recording videos or podcasts, etc.  This will be your map.  Once you’ve got the big picture, you can start creating the task lists for each event. 

Patience and persistence are the keys... The keys to unlock doors of success... With these two virtues, you grow in reasoning and experience. ~ Ogwo David Emenike

Adapting to Changing Markets: Industries evolve, consumer behaviors change, and new trends emerge.  Some examples are the necessary adoption of online mediation and arbitration, the use of podcasts and video, and the expectation of our clients to be present on social media. If you give up on marketing, you risk missing out on these shifts and opportunities. Consistent marketing allows you to adapt to changing market conditions and capitalize on new avenues for growth.

“I can't change the direction of the wind, but I can adjust my sails to always reach my destination.” -Jimmy Dean

Marketing your practice is a journey filled with twists and turns. While it's natural to feel discouraged by slow or seemingly lackluster results, giving up on marketing prematurely can be detrimental to your business. By persevering through challenges, you can build brand awareness, foster trust, adapt and learn, stay ahead of the competition, and position yourself for long-term success. So, keep those marketing efforts alive and remember that sometimes the greatest rewards come to those who stay the course.  And very importantly, once you’ve attained marketing success – don’t stop there.  Keep going.  If you stop your practice development activities assuming that ‘you’ve made it’, you’ll soon see a drop in cases.  Don’t stop at success.  Keep going.  Keep going.  Keep going.

From Invisible to Unmissable: The Art of Crafting Social Media Headlines That Pop

Your social media profile is a vital first touchpoint for potential clients across various platforms. Whether you're on LinkedIn, Instagram, Facebook, or TikTok, or X, a well-crafted profile helps you stand out from all the other neutrals and makes an immediate impact. The secret to this lies in creating a compelling headline and ensuring that your profile reflects credibility, professionalism, and value.

Let’s explore how to craft an effective headline that draws in clients and how to make your profile leave a lasting, professional impression across all platforms.

Crafting the Perfect Headline: Attract the Right Clients on Any Platform

Your headline or bio should go beyond a job title; it’s your chance to convey the value you bring and the unique solutions you provide. Think of it as your “elevator pitch” with a very limited character count, depending on the platform. Aim to be clear, engaging, and informative so visitors immediately understand how you can help them.

Here’s how to make your headline work for you across all social media channels:

1. Focus on Value, Not Just Job Titles
   While job titles explain your role, they don’t necessarily convey the benefits you offer. Instead of just listing your role, use your headline or bio to communicate the value you deliver.

• Before: “Mediator and Conflict Resolution Specialist”

• After: “Helping Businesses Resolve Conflict and Restore Productivity with Expert Mediation”

The second example highlights the benefits clients receive from working with you.

1. Tailor Your Headline to Your Ideal Client
   Every platform has its audience. When you tailor your headline or bio to resonate with the people you aim to attract, you’ll connect more effectively. If you specialize in a particular field, make that clear.

For example, if you specialize in family mediation, your bio could be: “Supporting Families in Transition with Empathetic and Effective Mediation.” This speaks directly to those seeking family-focused mediation services.

1. Incorporate Keywords for Search Visibility
   Many social platforms function as search engines. By including relevant keywords in your bio, you increase your profile's visibility. Consider what terms your target clients would search for and integrate them seamlessly.

• For example, a mediator might use terms like “family mediation,” “conflict resolution,” or “dispute resolution expert” to increase the likelihood of appearing in search results.

Making a Strong First Impression on Social Media: What Your Profile Says About You

Once your headline catches someone’s eye, the rest of your profile needs to support their initial interest. Social media profiles are visual, so the first impressions are often based on your profile picture and the key sections that follow, such as the bio, featured sections, and posts.

Key Tips for a Lasting First Impression:

1. Profile Picture: Credibility and Approachability
   Your profile picture is the first thing visitors see. A high-quality, professional photo increases engagement across all platforms.

• Tip: Choose a clear headshot with a neutral background. Aim for a friendly, approachable expression that reflects your personal brand. Avoid casual photos that could detract from your professionalism.

2. Bio or Summary: Telling Your Story
   The bio section is your opportunity to share your story—who you are, what you do, and how you serve your target audience.

• A compelling bio should:

• Highlight key skills and achievements.

• Emphasize how you add value to clients.

• Include a call to action, like “Let’s connect” or “Reach out to explore how I can support your goals.”

For example: “Experienced Mediator helping clients find peaceful solutions and improve relationships. Let’s connect and see how mediation can bring clarity to your situation.”

1. Showcase Your Expertise with Evidence
   Many platforms allow you to highlight key achievements or case studies. Use these features to display testimonials, successful outcomes, or content that reinforces your expertise.

• For instance, you could feature client testimonials on Instagram Stories, share articles you’ve written on LinkedIn, or pin relevant posts to the top of your Facebook profile.

Consistency is Key: Keep Your Profiles Cohesive

An optimized social media presence feels polished and consistent across all platforms. Inconsistencies—like outdated summaries, mismatched bios, or different titles—can create confusion and reduce trust. Ensure every platform reflects your current role and speaks directly to your target audience.

Conclusion: The Power of a Strong Social Media Presence

Mastering your social media profiles across platforms is essential for professional success. By crafting a headline that showcases your unique value and ensuring your profiles make a strong first impression, you’ll attract the right clients and create opportunities for meaningful connections. Keep each profile optimized, consistent, and client-focused to drive engagement and business growth across all social channels.

How to Create Engaging FAQ Videos for Your Mediation or Arbitration Practice

Videos are an excellent way to connect with both current clients and potential clients in the mediation and arbitration field. According to recent studies, people spend nearly one-third of their time online watching videos. Moreover, over half a billion people watch videos on platforms like Facebook every day. For mediators and arbitrators, FAQ videos are particularly powerful because they address the specific questions and concerns that clients and leads typically have. By directly answering these questions, you build trust and demonstrate your expertise.

So, how can you create effective FAQ videos that resonate with your audience and help convert leads into clients? Here’s a simple guide tailored specifically for professionals in mediation and arbitration.

Option 1: Hire a Professional Crew

You could choose to outsource the entire process by hiring a professional film crew. They can handle everything from setting up the lighting to shooting and editing the footage. This is a great option if you prefer a polished, high-quality video. Many mediation and arbitration professionals opt for this approach to ensure their videos reflect the seriousness and professionalism of their practice.

However, this level of production is not necessary for success. Many clients appreciate a more personal, authentic approach, which brings us to the second option.

Option 2: DIY – Create Your Own FAQ Videos in Three Simple Steps

If you’d rather create the videos yourself, you can do so easily with just a few basic tools and a bit of preparation. Here’s how:

1. Gather Your Equipment

For equipment, all you really need is your smartphone. Today’s smartphones have excellent video capabilities, and a simple, authentic video can go a long way in building rapport with your audience. The informal nature of a selfie video, even with its occasional imperfections, can make you appear more approachable and genuine—qualities that are incredibly important in mediation and arbitration.

However, if you want to take it up a notch, consider purchasing a smartphone tripod and a clip-on microphone. These inexpensive tools can improve the stability and sound quality of your videos, giving them a slightly more professional touch without losing that personal feel.

2. Press ‘Record’

It’s as simple as pressing record! Before you start, think of one or two common questions your clients ask. For example, “What should I expect during my first mediation session?” or “How does arbitration differ from going to court?”

We recommend speaking off-the-cuff rather than scripting your answers. Scripting can make you seem stiff and less relatable. Instead, imagine that a potential client has just asked you the question, and respond naturally, as you would in a face-to-face conversation. Don’t worry about making mistakes or having to do multiple takes—these videos should feel real and down-to-earth. Aim for videos that are 30 seconds to two minutes long.

3. Edit (or Don’t)

Once you’ve finished filming, you can upload the video directly to your website, YouTube channel, or social media platforms. There’s no need to edit the video unless you really want to. If you do feel like adding some graphics or text overlays, you can use a free video editing app like iMovie (for Apple users) or InShot (for both Android and Apple users).

Remember, the simplicity of your video is often what makes it effective. The goal is to connect with your audience and answer their questions in a way that builds trust and demonstrates your expertise.

Examples of FAQ Topics for Mediators and Arbitrators:

• Mediation FAQ Video Topics:

• “How do I prepare for my first mediation session?”

• “What happens if we can’t reach an agreement during mediation?”

• “How long does a typical mediation session last?”

• “Is mediation confidential?”

• Arbitration FAQ Video Topics:

• “What is the role of an arbitrator?”

• “How is arbitration different from a court trial?”

• “What should I bring to an arbitration hearing?”

• “Can arbitration decisions be appealed?”

Conclusion: Keep It Simple and Authentic

Whether you choose to film these videos yourself or hire a professional team, the key to successful FAQ videos is authenticity. Your clients want to see the real you—someone who is knowledgeable, approachable, and ready to help them through their mediation or arbitration process.

If this sounds overwhelming, remember that help is available. Should you prefer a more polished, professional video, consider reaching out to a service provider who can handle the filming and editing for you. In just a few hours, you can create a suite of FAQ videos that will serve your clients and grow your practice for years to come.