7 Ways To Keep Up With The Ever-Evolving Mediation Marketplace

The marketplace is constantly changing, with new trends, technologies, and customer demands. To stay relevant and competitive, your mediation practice must evolve with the marketplace. This section will discuss how to keep up with marketplace changes and adapt your services accordingly. 

Evolving with the Marketplace

In the ever-changing marketplace, it is crucial for your mediation practice to continuously evolve and adapt to stay relevant and competitive. As new trends, technologies, and customer demands emerge, it is essential to proactively assess and respond to these changes. This section of the book emphasizes the importance of staying abreast of marketplace dynamics and offers strategies to help you adapt your services accordingly.

1.       Continuous market research: Conduct regular market research to understand the evolving needs, preferences, and challenges of your target audience. Stay informed about industry trends, emerging technologies, and shifts in customer expectations. Keep an eye on competitor activities and innovations. By gathering insights through market research, you can identify opportunities for improvement and innovation within your mediation practice.

2.       Seek client feedback: Actively seek feedback from your clients to gain a deeper understanding of their experiences and expectations. Engage in post-mediation surveys, feedback sessions, or regular check-ins to assess client satisfaction and identify areas for improvement. Listen to their suggestions and incorporate their feedback into your service offerings. This customer-centric approach will help you tailor your services to better meet their needs and maintain their loyalty.

3.       Embrace technology: Embracing technology can significantly enhance your mediation practice and keep you aligned with marketplace changes. Explore mediation-specific software, online platforms, or case management tools that streamline your processes, improve efficiency, and enhance the client experience. Consider incorporating virtual mediation options to accommodate remote clients or address changing preferences. Stay informed about emerging technologies in the mediation field and assess their potential benefits for your practice.

4.       Continual professional development: Commit to lifelong learning and professional development to stay ahead of the curve in the mediation profession. Attend industry conferences, workshops, and seminars to gain insights into the latest practices, research, and methodologies. Participate in continuing education programs or pursue advanced certifications to enhance your skills and knowledge. By investing in your professional development, you can offer cutting-edge services and position yourself as a trusted expert in the evolving marketplace.

5.       Flexibility and adaptability: Maintain a flexible mindset and a willingness to adapt to changing circumstances. Be open to exploring new approaches, methodologies, or service offerings that align with emerging market needs. Stay agile in responding to client requests or market trends, adjusting your processes, or incorporating new techniques as needed. Embracing change and being adaptable will ensure your mediation practice remains relevant and valuable to clients.

6.       Collaboration and partnerships: Seek opportunities for collaboration and partnerships within the mediation community and complementary industries. Collaborate with other mediators, legal professionals, or organizations to leverage their expertise, expand your service offerings, and tap into new markets. Consider forming strategic alliances or referral networks to mutually support business growth. By collaborating with trusted partners, you can share knowledge, resources, and client referrals, enhancing your ability to adapt to market changes.

7.       Regular evaluation and adjustment: Continually evaluate the effectiveness of your services, strategies, and processes. Monitor key performance indicators, assess client satisfaction, and track market trends. Regularly review your business plan and marketing strategies to ensure they remain aligned with the evolving marketplace. Make data-driven decisions and be prepared to make adjustments or pivots when necessary. By being proactive in evaluating and adjusting your approach, you can stay ahead of the curve and effectively navigate marketplace changes.

By embracing the need to evolve with the marketplace, you position your mediation practice for continued success. Through market research, client feedback, technological advancements, professional development, flexibility, collaboration, and regular evaluation, you can adapt your services to meet changing demands and remain competitive in the dynamic marketplace.

PROMOTING A NEGATIVE: A guide for mediators

It goes against human nature to admit a problem.  We’ve had “Think positive” drilled into our psyches for years now.  In fact, “thinking positive” has been the subject of endless books and articles. 

Let’s take this tenet of thinking positive one step further – into the marketing of an apparent negative like the dispute resolution industry.  It may surprise to you that one of the most effective ways to get into a prospect’s mind is to first admit a negative and then twist it into a positive.   

“With a name like Smucker’s, it has to be good.”

“The 1970 VW will stay ugly longer.”

“Joy.  The most expensive perfume in the world.” 

What’s the deal here?  Why does a dose of honesty work so well in the marketing process? 

Well, candor is very disarming.  Every negative statement you make about yourself is instantly accepted as truth.  Positive statements, on the other hand, are looked at as dubious at best, especially in a marketing piece.  You have to prove a positive statement to the prospect’s satisfaction.  No proof is needed for a negative statement. 

“With a name like Smucker’s, it has to be good.”  Most companies, especially family companies, would never make fun of their own name.  Yet the Smucker family did, which is one reason why Smucker’s is the No. 1 brand of jams and jellies.  If your name is bad, you have two choices: change the name or make fun of it.  The one thing you can’t do is to ignore a bad name.

“The 1970 VW will stay ugly longer.”  A car that ugly must be reliable, thinks the prospect. 

“Joy. The most expensive perfume in the world.”  If people were willing to pay $375 an ounce, it must be a sensational perfume. 

So why go with the obvious?  Marketing is often a search for the obvious.  Your marketing efforts should be devoted to using ideas and concepts already installed in the brain.  You have to use your marketing programs to “rub it in.”  

Let me read to you an example of a mediator bio showing the possible negatives and then the positive sides. 

Mary The Mediator has a deep understanding of myriad legal issues having represented both plaintiffs and defendants, large corporations as well as individuals, and private and public companies. As in-house counsel with oversight for bet the-company and other high-profile litigation, she gained firsthand knowledge of companies’ internal operations, policies, procedures, and corporate demands and objectives.

Most importantly, Mary The Mediator is a neutral who understands what your case needs.

You need a neutral who understands the culture of big companies and big law so that you’re not put in the position of explaining who you are, what you do, and why you do it. 

You need a neutral who comprehends the pressures you’re under and the decisions that you face. Mary The Mediator has first-hand experience with the daily tasks and demands placed on you.

You need a neutral with the requisite interpersonal skills to manage contentious relationships and help you move from impasse to problem-solving.  Mary The Mediator has fine-tuned her tactical, negotiation, and resolution skills over decades of working with clients just like you.

You need a neutral who, through patience and tenacity, can help you find and draft a durable and reasonable solution.  One of Mary The Mediator’s notable skills is that she doesn’t give up on helping you. She understands how important it is to keep channels of communication open, processes moving forward, and resolution within reach.

You need a neutral who, when asked, can give you an impartial reality check.

And you need a neutral with the essential experience and communication skills to make of this possible.

Throughout her extensive career, Mary The Mediator has worked with private and public companies across multiple industries. She has gained an in-depth understanding of, and helped to resolve, a wide range of commercial and legal issues, including securities, insurance, structured finance, corporate governance, tort, and employment. This professional experience, complemented by her perceptive, trustworthy, and solution-oriented disposition, enables her to effectively resolve multifaceted disputes and challenging dynamics.   

When you start a marketing message by admitting a problem, people tend to, almost instinctively, open their minds.  

Now with that mind open, you’re in a position to make the most of your positive, which is your selling idea. 

One final note: candor must be used carefully.  First, your “negative” must be widely perceived as a negative.  It has to trigger an instant agreement with your prospective client’s mind. If the negative doesn’t register quickly, your potential clients will be confused and will wonder, “What’s this all about?” 

Next, you have to shift quickly to the positive.  The purpose of candor isn’t to apologize. The purpose of candor is to set up a benefit that will convince your prospect. 

This just reinforces the old maxim: Honesty is the best policy.

Professional Development Opportunities For Mediators

From certification programs and training courses to industry conferences and seminars, there are numerous opportunities for professional development in the field of mediation.

6 Professional Development Opportunities

The field of mediation offers a wide range of professional development opportunities that enable mediators to enhance their skills, expand their knowledge, and stay updated with industry trends. These opportunities provide valuable platforms for learning, networking, and professional growth. In this section, we will explore different types of professional development opportunities available in mediation and provide advice on how to choose the ones that are most beneficial to you and align with your professional goals.

1.     Certification Programs and degrees from established colleges and universities: Certification programs and degrees provide structured training and education in ADR in general and for specific areas of mediation. They are designed to deepen your knowledge, develop specialized skills, and demonstrate your expertise in a particular field. For example, you may consider pursuing certifications in family mediation, workplace mediation, or international mediation. When choosing a certification program, ensure that it is offered by a reputable organization or institution, covers relevant topics, and provides comprehensive training that aligns with your interests, career goals and the has the necessary training that your clients will want from you.

2.     Training Courses and Workshops: If a degree isn’t what you need or you’re your clients will want to see your resume, training courses and workshops offer focused and practical learning experiences in various aspects of mediation. These opportunities allow you to develop specific skills, learn new techniques, and gain hands-on experience under the guidance of experienced mediators. Look for training courses that offer interactive and experiential learning, provide opportunities for role-playing and case studies, and are facilitated by knowledgeable trainers. Consider the topics, duration, and learning outcomes of the training courses to ensure they meet your learning objectives.

3.     Industry Conferences and Seminars: For continuing education, industry conferences and seminars bring together mediators, practitioners, scholars, and thought leaders in the field. These events offer opportunities for learning, networking, and staying updated with the latest research, trends, and best practices in mediation. When choosing which conferences or seminars to attend, consider the quality and reputation of the event, the diversity of topics and speakers, and the relevance of the content to your practice. Look for conferences that offer a mix of keynote speeches, panel discussions, and interactive workshops to maximize your learning experience.

4.     Webinars and Online Learning Platforms: Additionally, webinars and online learning platforms provide convenient and accessible options for professional development. They allow you to learn from experts in the field, engage in interactive sessions, and access resources from the comfort of your own space. Look for webinars and online learning platforms that offer a variety of topics, reliable presenters, and opportunities for discussion and Q&A sessions. Consider your preferred learning style and schedule when selecting webinars or online courses to ensure they fit your needs.

5.     Peer Learning and Mentorship: Peer learning and mentorship offer valuable opportunities for mediators to learn from and support one another. Participating in study groups, discussion circles, or peer supervision sessions allows you to share experiences, exchange ideas, and receive feedback from fellow mediators. Seeking mentorship from experienced mediators can provide guidance, practical advice, and support in your professional development journey. When engaging in peer learning or mentorship, seek individuals with diverse experiences, expertise, and a willingness to share their knowledge.

6.     Professional Association Resources: Professional associations and organizations in the field of mediation often provide resources, publications, webinars, and conferences that cater to the professional development needs of mediators. Consider joining a reputable professional association or organization that aligns with your practice area and interests. Explore the resources and opportunities they offer, such as newsletters, online forums, specialized training programs, and networking events. Active involvement in these associations can provide access to a supportive community, valuable resources, and opportunities for collaboration.

When choosing professional development opportunities, consider the following factors:

• ·       Relevance: Ensure that the opportunity aligns with your professional goals, interests, and practice area. Choose opportunities that address specific gaps in your knowledge or skills.

• ·       Quality and Reputation: Research the reputation and credibility of the program, organization, or event. Look for reviews, testimonials, or recommendations from trusted sources.

• ·       Expertise of Facilitators or Speakers: Consider the expertise and experience of the facilitators or speakers involved in the opportunity. Verify their qualifications, reputation, and contributions to the mediation field.

• ·       Cost and Accessibility: Evaluate the cost, location, and accessibility of the opportunity. Consider your budget, schedule, and geographical constraints when making your selection.

• ·       Continuing Education Requirements: If you are bound by professional or regulatory bodies, check if the opportunity fulfills continuing education requirements or contributes to your professional development obligations.

Remember that professional development is an ongoing process, and it is beneficial to engage in a variety of opportunities throughout your career. By actively seeking professional development, you demonstrate a commitment to excellence, continuous learning, and the growth of your mediation practice.

Once you’ve completed any professional development program don’t forget to update your bio / resume / CV so that prospective clients can easily see your devotion to professionalism. 

And most importantly, although I think that continuing education is always valuable, before you invest your time and money (both limited resources) think about how any professional development education will enhance your ability to serve clients or help you grow your practice.  Of course professional development matters to all of us.  But if your professional development matters a lot to your clients, it should matter a lot to you too.

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.

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.

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.

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.

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.

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.

How Mediators Can Utilize Video Content For Practice Development

In today's digital era, video marketing is taking center stage in many businesses’ marketing strategies, and mediation should be no exception. Today’s video discusses the rise of video marketing and its significance in promoting your mediation practice, as well as how to create and record quality videos.  Stay to end of the video to learn what equipment, apps, and platforms I use.

The Rise of Video Marketing

In today's fast-paced and highly visual digital era, video marketing has become a powerful tool that businesses across various industries are leveraging to effectively communicate their brand and offerings. Mediation, as a profession, can greatly benefit from the rise of video marketing. Videos offer a dynamic and engaging medium to showcase the mediation process, share client testimonials, and create compelling content that resonates with potential clients. So let’s explore the growing importance of video marketing and its significance in promoting and enhancing the visibility of your mediation practice.

One of the key advantages of video marketing is its ability to captivate and connect with audiences on an emotional level. Videos have the power to convey your mediation practice's essence, values, and unique selling proposition in a way that text or static images may struggle to achieve. By utilizing visual and auditory elements, such as visuals, music, voiceovers, and storytelling techniques, videos can create an immersive experience that leaves a lasting impression on viewers. Whether it's a promotional video showcasing the benefits of mediation or a client testimonial video highlighting successful outcomes, videos allow you to communicate your brand's personality, build trust, and evoke emotions that resonate with your target audience. 

Videos offer a versatile platform for showcasing the mediation process itself. You can create educational videos that explain various mediation techniques, walk through the steps involved in a mediation session, or provide insights into the benefits of mediation for different types of conflicts. These videos not only educate and inform potential clients but also position you as an authority and expert in the field. By demonstrating your expertise and showcasing your mediation skills, videos help establish credibility and build confidence in your practice, increasing the likelihood of attracting potential clients who are seeking reliable and experienced mediators.

Client testimonials are another powerful way to leverage video marketing in the mediation profession. Videos featuring satisfied clients sharing their positive experiences and successful outcomes can have a profound impact on prospective clients. Testimonial videos create social proof, validating the effectiveness of your mediation services and instilling confidence in potential clients. These videos humanize the mediation process and allow viewers to relate to the experiences and outcomes shared by previous clients, fostering trust and reinforcing your reputation as a trusted mediator.

Video marketing offers numerous distribution channels and platforms to reach a wider audience. With the prevalence of social media platforms, such as YouTube, Facebook, Instagram, and LinkedIn, video content can be easily shared, liked, commented on, and maybe, even go viral, significantly amplifying your reach and brand visibility. Additionally, video content can be embedded on your website, shared via email newsletters, or utilized in online advertising campaigns to target specific demographics or geographic regions. The accessibility and shareability of videos enable you to connect with potential clients who may not have otherwise been reached through traditional marketing efforts.

While the concept of video marketing may seem daunting to some, this section provides practical guidance on how to create compelling and effective videos for your mediation practice. It covers aspects such as video production techniques, storytelling strategies, scriptwriting tips, and editing tools. It also emphasizes the importance of maintaining professionalism and authenticity in your videos, ensuring that they align with your brand identity and resonate with your target audience.

Video marketing has emerged as a powerful tool in today's digital landscape, and mediation professionals should embrace its potential. By effectively utilizing video marketing, mediators can create engaging and memorable content, establish credibility, and expand their reach to attract potential clients who are seeking effective and trustworthy mediation services.

So How Do You Create High-Quality Videos

Creating high-quality videos is not just about having the best camera equipment. It involves outlining and scripting, presenting, editing, and promoting the videos effectively. So here are some practical tips for creating high-quality videos that resonate with your audience, even on a limited budget.

Tips for Creating High-Quality Videos

Plan and loosely script your videos: Before hitting the record button, invest time in planning and loosely scripting your videos. Clearly define your video's purpose, message, and target audience. Outline the key points you want to cover and craft a compelling script that effectively communicates your ideas. Structuring your videos in a logical and organized manner will enhance the clarity and coherence of your message.

Pay attention to lighting and sound: Lighting and sound quality greatly impact the overall video quality. Natural lighting is ideal whenever possible, but if shooting indoors, ensure that the lighting is even and consistent. Avoid harsh shadows or overly bright spots. Consider investing in affordable lighting equipment or using reflectors to achieve optimal lighting conditions. Similarly, pay attention to audio quality by using a good-quality microphone to ensure clear and crisp sound. Minimize background noise and test the audio levels before recording.

Choose appropriate filming locations: Select appropriate filming locations that are visually appealing and relevant to the content of your video. Consider the background and ensure it is free from distractions or clutter. A clean, well-organized background will help maintain viewer focus on the main subject of the video.

Practice and rehearse: Practice and rehearse your presentation before recording. This will help you feel more confident, appear more natural on camera, and deliver your message effectively. Pay attention to your body language, tone of voice, and facial expressions. Rehearsing will also help you identify areas where improvements can be made, ensuring a smoother recording process.

Edit for clarity and conciseness: Editing plays a crucial role in creating high-quality videos. Trim any unnecessary footage, remove mistakes or pauses, and ensure a smooth flow of content. Keep your videos concise and focused, as attention spans are generally shorter in the digital age. Consider adding captions or subtitles to make your videos more accessible and engaging.

Maintain professionalism and authenticity: While creating high-quality videos, it is essential to maintain professionalism and authenticity. Be yourself and let your personality shine through. Speak clearly, with confidence, and in a conversational tone. Authenticity helps build trust with your audience, making your videos more relatable and engaging.

Promote your videos strategically: Creating high-quality videos is only half the battle. Promoting your videos effectively is equally important. Consider utilizing social media platforms, your website, or email newsletters to share and promote your videos. Engage with your audience by responding to comments and encouraging them to share your videos with others. Collaboration with other professionals, guest appearances on relevant podcasts, or leveraging partnerships can also help expand the reach of your videos.

Embrace creativity within your budget: While professional video production equipment can be costly, it is possible to create high-quality videos even on a limited budget. Explore affordable or free video editing software, utilize smartphone cameras with good video capabilities, and experiment with creative solutions to enhance the visual and production quality of your videos. Focus on delivering valuable content and engaging storytelling, as these elements can greatly compensate for any technical limitations.

And now, as promised, let me tell you what equipment, apps, and platforms I use.

I use my laptop, not my phone or ipad.  On my PC there is a free app called ClipChamp.  This is the editing software that I use for myself and my clients.  For lighting I use an all-in-one camera/microphone/light that I bought on Amazon for less than $30.  It’s called MOVO and mounts to the screen on top of my PC.  To record videos you can use ClipChamp, Zoom, Canva, Restream or any of the hundreds of other video recording platforms.  If I’m live, I use LinkedIn Live (just activiate the Creator Mode on your profile and you can too).  To go live on LinkedIn, you’ll a need a 3rd party restreaming app.  For this service, I pay for a subscription on Restream.io.  It lets me record my videos or, go live on to more than 30 different social media channels.  I can also create the backgrounds, chyrons, titles, subtitles, and schedule the release of uploaded videos.  To go live on YouTube, I can just use my YouTube channel software.  The same is true for Twitter. To create thumbnails or graphics, I use Canva.com.

To wrap up, creating high-quality videos for your mediation practice involves careful planning, scripting, presenting, editing, and strategic promotion. By following these practical tips, even with limited resources or a modest budget, you can create videos that resonate with your audience, effectively communicate your message, and enhance the overall quality and impact of your video content while getting the word out about you, your practice, your brand, and your authentic passion for what you do.

How the Right Content Strategy Can Help You Raise Your Rates as a Mediator or Arbitrator

Are you finding it difficult to charge what your expertise deserves? Raising your rates can be challenging, especially in uncertain economic times. As mediators and arbitrators, you might feel hesitant to increase your fees, worrying that it could be seen as insensitive or that it might drive potential clients away. However, it's important to recognize that you deserve fair compensation for your valuable work. Ensuring that you can charge a reasonable rate is not only essential for your livelihood but also for the long-term sustainability of your practice.

So, how can you confidently raise your rates? The answer lies in leveraging a strong content strategy. Content is a powerful tool that can influence many aspects of your practice, including your pricing. By positioning yourself as an expert and thought leader in mediation or arbitration through high-quality content, you can justify higher rates and attract clients who value your expertise. 

And of course, before your raise your rates, it’s always a good idea to little pricing analysis of mediators and arbitrators in your geographical area and or your area of expertise.  The market research will give you a good idea of the market rates so that you can feel comfortable with the raise you give yourself.

The Power of Content in Building Your Reputation

When it comes to setting your rates, perception plays a crucial role. If you are seen as an expert in your field, clients are more likely to trust your services and be willing to pay a premium for them. Content is a key factor in shaping this perception. By consistently producing educational and relevant content, you position yourself as the go-to professional in your area of mediation or arbitration.

Consider this: When potential clients find answers to their questions on your blog, website, or social media, they begin to see you as a trusted authority. For example, if your blog regularly addresses topics like "How to Prepare for a Successful Mediation" or "The Key Differences Between Mediation and Arbitration," potential clients will appreciate the insights you provide and will be more inclined to hire you when they need these services.

Creating the Right Kind of Content

The content you create doesn’t need to be overly complex or in-depth to be effective. Remember, your audience is likely not familiar with the intricacies of mediation or arbitration—they’re looking for clear, concise, and useful information. Focus on addressing the common questions and concerns your clients have.

Example Content Topics:

• Blog Post: “5 Essential Tips for Preparing for Mediation”

• Video: “What to Expect During an Arbitration Hearing”

• Social Media Post: “Mediation vs. Arbitration: Which is Right for You?”

• Podcast Episode: “The Benefits of Mediation in Family Disputes”

By focusing on practical, client-oriented content, you build your reputation as a knowledgeable and approachable expert. This increased visibility and credibility will make it easier for you to raise your rates, as clients will see the value in your services and be more willing to pay for your expertise.

How Content Can Lead to Higher Demand (and Higher Rates)

I’ve seen firsthand how a well-crafted content strategy can lead to an increase in client demand. Mediators and arbitrators who consistently share valuable content report that new clients come to their consultations more prepared and more excited to work with them. These clients have often engaged with the professional’s content online and already see them as the best choice for their dispute resolution needs.

As your content draws more clients to your practice, your services will naturally become more in demand. And as we all know, higher demand often justifies higher prices. When clients perceive you as a top expert in your field, they expect your rates to reflect that level of expertise.

Implementing a Rate Increase Strategy

When you're ready to raise your rates, consider implementing an annual or semiannual rate increase. This approach not only keeps your fees in line with market trends but also motivates you to continue producing high-quality content and delivering excellent service.

Regularly scheduled rate increases give you the confidence that your pricing reflects the value you provide. Moreover, as you continue to share targeted, high-quality content, your clients and prospects will be less likely to resist the increase. In fact, they may even see it as a sign of your continued growth and success as a mediator or arbitrator.

The Synergy Between Content and Pricing

Raising your rates and maintaining a strong content strategy go hand in hand. As you increase your rates, your content continues to reinforce your reputation as a top-tier professional. Clients often expect that the best mediators and arbitrators will charge more for their services, and they may even become wary if your rates seem too low for the level of expertise you offer.

We’ve seen solo mediators and small arbitration practices successfully charge rates across a wide spectrum, from modest fees to premium prices. You don’t need to be at the top of that spectrum to succeed, but you should charge rates that reflect your experience and the quality of service you provide. Don’t undersell yourself or be swayed by the notion that only large firms can charge higher fees. With the right content strategy, you can command the rates you deserve.

Invest in Your Content, Invest in Your Practice

The right content strategy is not just about marketing—it’s about building your brand, enhancing your reputation, and positioning yourself to charge rates that reflect your true worth. By consistently producing valuable content that educates and engages your audience, you can elevate your practice and confidently raise your rates.

If you’re ready to develop a content strategy that supports your goals and helps you grow your mediation or arbitration practice, we’re here to help. Contact us today to learn more about how we can work together to build the perfect content strategy for your needs.

3 Reasons Why Repetition Makes Your Content Stronger in Mediation and Arbitration

One of the most common concerns we hear from mediators and arbitrators is the fear that their content might be becoming repetitive, boring, or monotonous. You might wonder if it’s okay that a blog post about the benefits of mediation has been shared multiple times on your website, or if the same video explaining the arbitration process has appeared repeatedly on your LinkedIn page. It’s natural to worry, “Won’t my audience get bored?”

 If you share these concerns, they’re understandable, but here’s the reality: Rather than boring your audience, repetitive content is actually essential to engaging them! Repetition is a proven digital marketing strategy that can help your practice succeed, attract more clients, and keep your mediation or arbitration services top of mind. Here are three reasons why “boring” might just be the smartest move you can make.

1. Repetition Reinforces Your Message and Builds Your Brand

Consider the consistency of a well-known brand like Nike. Every Nike commercial ends the same way: the screen fades to black, followed by the words “Just Do It” and the iconic swoosh. This repetition reinforces their empowering message and solidifies their brand in your mind.

 As a mediator or arbitrator, you can achieve a similar effect by regularly sharing content that highlights your areas of expertise. For instance, if you specialize in family mediation, consistently posting blogs, videos, and social media updates about the importance of mediation in divorce cases can drive home the value of your services. By repeating these key messages, you help potential clients understand exactly what you do and why they should choose you.

 Example Topics:

•  “Why Mediation Is the Best Option for Resolving Family Disputes”

• “How Arbitration Can Save Time and Money in Business Disputes”

• “The Role of a Mediator in High-Conflict Divorce Cases”

2. Repetition Ensures You Reach Your Entire Audience

A seasoned journalist once said, “It’s only after we’ve written about a problem long enough to be sick of it that readers will finally realize it exists.” The same principle applies to your content. Not all of your audience members are checking your website or social media every day. What seems old or repetitive to you is often fresh and new to them.

 For example, if you’ve posted a video explaining “The Benefits of Mediation Over Litigation,” it’s likely that only a fraction of your audience saw it the first time around. By sharing it again, you’re increasing the chances that more people will engage with it. In the world of mediation and arbitration, where potential clients might be exploring their options for the first time, repetitive content helps ensure they don’t miss out on important information.

 Example Repeated Content:

•  Sharing the same video on different platforms (e.g., LinkedIn, YouTube, and Facebook)

• Posting a blog article in different formats, such as an infographic or a podcast episode

• Sending out an email newsletter featuring previously shared content with a fresh introduction

3. Repetition Saves You Time and Money

Creating high-quality content is an investment, both in terms of time and resources. However, once you’ve created a piece of content, you don’t need to reinvent the wheel every time. By repurposing and repeating your existing content, you can maximize its impact with minimal additional effort.

For instance, a comprehensive guide you’ve written on “Preparing for Mediation” can be broken down into smaller blog posts, social media snippets, or even a series of videos. Each of these pieces will reinforce the same key points, but with a slightly different angle or format, reaching different segments of your audience without requiring a full-scale new content creation effort.

This approach not only keeps your marketing efforts consistent but also saves you from the expense of producing entirely new content for every single post. It’s an efficient way to maintain a steady flow of communication with your audience, ensuring that your mediation or arbitration practice stays top of mind.

 Example Content Repurposing:

•  Turn a webinar on “The Arbitration Process Explained” into a series of short blog posts

• Break down a case study into social media posts highlighting key takeaways

• Create a video series from a detailed article about “The Benefits of Mediation in Workplace Disputes”

Why “Boring” is Brilliant

There are more than just three reasons why repetition is key to a strong content strategy, especially for mediators and arbitrators. Repetition helps build your brand, ensures that your message reaches your entire audience, and maximizes the value of the content you’ve already created. If you’re still not convinced, give us a call today—we’d be happy to discuss how a repetitive yet strategic content approach can elevate your practice and help you connect with more clients.