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.

How to Use Client Insights to Grow Your Mediation Business

As a mediator, your past clients are one of your greatest assets. You have already established trust with them and demonstrated your ability to guide them through conflict resolution. They are in the best position to tell others about your work, sharing their positive experiences and encouraging referrals. Imagine you have a close relationship with a sibling. If you needed mediation services and they told you about an exceptional mediator they worked with, wouldn’t you be inclined to reach out to that mediator? The same principle applies to your clients. When they are satisfied, they can become your most powerful advocates.

The Importance of Client Feedback for Mediators

What your clients think of you is immensely important, not only for retaining business but for expanding your mediation practice through word-of-mouth referrals. As a mediator, gathering client feedback is crucial for several reasons:

1. Client Satisfaction: Understanding how clients perceive your services helps you improve and meet their needs more effectively.

2. Refinement of Process: Feedback helps you refine your approach to mediation, identifying what works well and what may need adjustment.

3. Building Trust: Regularly soliciting feedback demonstrates that you value your clients' opinions and are committed to continuous improvement.

Feedback mechanisms are more than just a way to gather opinions—they are a valuable tool for improving client satisfaction and adapting your practice to meet client needs. Let’s explore how to effectively gather and utilize this feedback to grow your mediation practice.

Methods of Gathering Feedback

One of the most effective ways to gather client feedback is through the Net Promoter Score (NPS). This widely-used metric measures client satisfaction and provides insight into how likely clients are to refer others to you. The NPS is built around one simple question:

"How likely are you to recommend our mediation services to a friend or colleague?"

Clients respond on a scale from 0 (not at all likely) to 10 (extremely likely). Based on their answers, clients are classified into three categories:

• Promoters (9-10): These are your loyal clients who are likely to recommend you to others. They are also your best source for testimonials and referrals.

• Passives (7-8): These clients are satisfied but not enthusiastic. They won’t actively promote your services but may return if needed.

• Detractors (0-6): These clients are unhappy and may discourage others from using your services. It’s crucial to address their concerns and improve their experience.

How Mediators Can Use NPS to Drive Business Growth

The NPS allows you to condense client satisfaction into a single, actionable figure, giving you a snapshot of your performance from the client's perspective. But how do you use this data effectively as a mediator? Here are some specific tips:

1. Leverage Positive Feedback for Testimonials

• When a client gives you a high NPS score, follow up with a personal note of thanks and ask for a testimonial. Testimonials are incredibly valuable for mediators, as potential clients are often looking for reassurance that you can help resolve their disputes.

• Encourage clients to leave reviews on professional directories (such as LinkedIn, Google My Business, or your website) where potential clients often search for mediation services.

2. Engage Promoters for Referrals

• Clients who rate you highly are likely willing to recommend you to their network. Make it easy for them to do so by providing referral cards, a personalized email template they can forward, or incentives for referring new clients.

• You can also invite them to speak at events or participate in a case study about the mediation process. This can give potential clients a clearer idea of how your services work in practice.

3. Follow Up with Detractors

• Clients who provide lower NPS scores may have specific concerns that need to be addressed. A low score doesn’t have to be the end of the relationship. In fact, following up with these clients can help you turn things around. Reach out to discuss their feedback and understand where your mediation process fell short.

• Use their feedback to make tangible improvements, whether it’s in your communication style, follow-up process, or the way you handle conflicts during mediation. Clients will appreciate your willingness to listen and improve.

4. Track NPS Over Time

• Monitoring changes in your NPS over time helps you track trends in client satisfaction. This data can be especially useful for identifying patterns and making strategic adjustments. For example, if you notice that clients consistently score lower after online mediation sessions, you may want to refine your virtual mediation process.

• Use NPS tracking tools, like SurveyMonkey or HubSpot, to automate the process and analyze the data efficiently.

Additional Feedback Tools and Resources for Mediators

While NPS is an excellent starting point, there are other feedback tools and strategies you can employ to gather comprehensive client insights:

1. Client Satisfaction Surveys

• In addition to the NPS question, include more detailed questions in your surveys to get deeper insights. Ask clients about specific aspects of your mediation services such as:

• The clarity of communication throughout the process

• Their comfort level during mediation sessions

• The perceived fairness of the process and outcomes

• Use free survey tools like Google Forms or Typeform to create easy-to-fill questionnaires.

2. Post-Mediation Follow-Ups

• After mediation concludes, follow up with clients a few weeks later to check in on how they feel about the resolution. This is a great time to ask for feedback when they have had some time to reflect on the process. It also shows that you care about the long-term outcomes of the mediation.

3. Anonymous Feedback

• For clients who may be hesitant to share honest feedback, consider offering an anonymous feedback option. Tools like SurveyGizmo or Qualtrics allow clients to provide insights without the pressure of revealing their identity, leading to more honest and actionable critiques.

4. Focus Groups

• If you handle a high volume of mediations, consider organizing focus groups with past clients to dive deeper into their experiences. This allows for more interactive discussions and can reveal insights that simple surveys might miss.

Using Feedback to Enhance Your Mediation Practice

Collecting feedback is only useful if you act on it. Use the insights you gather to improve your services and marketing strategies. For example:

• If clients repeatedly mention that your communication could be clearer, consider investing in conflict resolution training focused on communication.

• If clients praise your ability to create a calm, neutral environment, highlight this in your marketing materials as a unique selling point.

Feedback also helps you stay competitive. By listening to your clients, you ensure that you adapt to their evolving needs, whether that means offering more virtual sessions, providing bilingual mediation, or specializing in niche areas like family or workplace mediation.

Your clients are your best advocates, and the feedback they provide is an invaluable tool for growing your mediation practice. Whether it’s through NPS scores, satisfaction surveys, or follow-up conversations, the insights you gather will help you improve client satisfaction, drive referrals, and ultimately build a stronger, more successful practice.

By integrating feedback mechanisms into your practice, you not only improve client relationships but also position yourself as a mediator who values continuous improvement and client care.

Here are the resources mentioned in the expanded article with hyperlinks to access them:

Net Promoter Score Tools

• SurveyMonkey – A popular tool for creating and sending surveys, including NPS surveys. You can access it here.

• HubSpot – HubSpot offers customer feedback tools, including NPS. You can find more information here.

Feedback Tools

• Google Forms – A free and simple tool for creating surveys and collecting feedback. Check it out here.

• Typeform – A more interactive and engaging survey platform. You can start using it here.

• SurveyGizmo (now Alchemer) – A tool for more advanced survey needs, including anonymous feedback options. Visit the platform here.

• Qualtrics – A powerful tool for gathering and analyzing feedback. You can explore Qualtrics here.

Client Feedback Solutions

• SurveyMonkey – Create simple and effective client satisfaction surveys. Try it here.

• Alchemer – Formerly known as SurveyGizmo, it offers anonymous feedback collection. Find it here.

• Qualtrics – A sophisticated platform for gathering detailed client feedback. Learn more here.

B

how mediators can take advantage of the QR CODE REVIVAL

In hindsight, they were just a few decades too early. Seeing one in the 2010s was like a strange encounter. And when we did see them, they were considered to have value just above graffiti.  Those who didn’t know how to use them just thought they ugly, and those who did know how to use didn’t have audience support.  It was like being the first person to have a fax machine .. no one else appreciated your tech.  YET

In the span of a decade, QR codes have transformed from something no one understood to something that allowed so many kinds of businesses to survive a pandemic to a Super Bowl advertising star and now back on the table as a viable (and even necessary) marketing tool.

Welcome back, QR codes!

WHAT ARE QR CODES?

In the beginning while most people were busy strong-arming these elusive boxes, they did serve their purpose. QR – which stands for “quick response” – is a type of technology that allows someone to access information by taking a photo of a unique code. The user is then directed to click on a website on their device where they’ll find the information that was advertised.

This wasn’t always such a seamless process, but with advances in smartphone technology, it’s now as simple as point and click. That sounds great, doesn’t it?! Contrary to when QR codes first launched, it’s now part of our everyday psyche to use our phones to get any additional information that we need.

We used our smartphones even more when we had to stay home for a while.

It’s true, QR codes aren’t pretty. They look like they belong on an tech manual, not on a classy post or business card. I get it.  I spend dozens of hours each week making visually appealing posts for my client, but there’s only so much I can do with a barcode.

Because nearly everyone has a smartphone, this kind of convenience is a benefit to the client. It adds to their experience rather than causing friction.

Doctor offices now use them to schedule appointments. Grocery stores use them for coupons. QR codes can also be used in directing people to a podcast or webinar. I recently received wedding invitations with a QR code to direct guests to the wedding website, where they can RSVP and find information on the venue, hotel options, and the registry.

We’re seeing QR codes stick around and you might want to use them too!  As it turns out, QR codes were cool.

So what if QR codes aren’t beautiful?  They’re perfectly poised to solve a future problem.

THE NEW URL

With the rise of video consumption on the internet, QR codes offer a dynamic way to access more information from an video. Rather than seeing a URL or link on an ad, we may start seeing more QR codes used in their place.

So ….

How to create a QR code and direct people to a website, document, or other media

Creating a QR code is a relatively straightforward process, and it can be done on a computer or on your smartphone. Here's how it's done.

How to create a QR code with QR Code Generator

There are many QR code generators to choose from.

1. On your Google Chrome web browser,  open any website, right click your mouse and choose the opton “Create A QR Code”.

2. Download the code

3. Then just paste the image into any document or post as you normally would any image.

How to create a QR code on Android with Google Chrome

1. On the Google Chrome app, navigate to the website you want to create a QR code for.

2. Tap the more icon – the three vertical dots – in the top right corner.

Click this icon in the top right corner to reveal a dropdown menu. 

3. Tap Share in the drop-down menu. 

4. Tap QR Code.

Tap "QR Code." 

5. Beneath the QR code on the next screen, tap Download to save the QR code to your device.

Tap "Download" to save the QR code on your device. Stefan Ionescu/Insider

6. Once downloaded, you can then send the QR code to others via text, email, messaging app, etc.

How to create a QR code on iPhone with Google Chrome 

1. On the Google Chrome app, navigate to the website you want to create a QR code for.

2. In the top-right corner next to the address bar, tap the Share symbol, which looks like a square with an arrow pointing upward.

Tap the "Share" icon next to the URL. 

3. Scroll down and tap Create a QR Code.

4. Tap Share.

Tap the blue "Share" button. 

5. Choose how you want to share the QR code (via text, email, messaging app, etc.)

Quick tip: You can tap Save Image to save the QR code for future use.

Social media apps, such as Twitter, often include access to a QR code for your account within the mobile apps.

How do you use QR codes?

You can use QR codes on phone (link to your LinkedIn profile directly …..)

Put them on the PowerPoint presentations, add them to your post to promote events, webinars, your resume, business cards, greeting cards, website, articles, handouts and training materials, … anything at all!

Do you use QR codes? If so, what types of information do you link to for your customers (your website, social media marketing, event sign-in)? What systems or apps do you use to create QR codes? Let me know how you use QR codes, in the comments below

Making Marketing Authentic

Most people who get into mediation or other ADR services don’t do it because they love to market their services.  For many of us, marketing has a pejorative feel to it; marketing feels unprofessional for a professional service industry.  Yet, because so much of the public is unfamiliar with the types of services that ADR practitioners offer, and with less support from litigation attorneys than we’d like, we need to find an authentic, comfortable way to market our services and mediation programs.

Developing Your Signature Style

For most of us, it’s been a long journey since we resolved to become peacemakers. Once you open your office it doesn’t take long to learn that clients don’t magically appear.  The question is how to make our commitment to peacemaking feel as authentic for our prospective clients as it is for ourselves.  How can we design marketing plans that convey the benefits of mediation and our own sincerity in a way that is also designed to sell our services? 

Developing your signature style and discovering your own identity as a mediator are the key elements to begin your marketing.  After that, marketing falls into two categories, one of which works and one of which doesn’t:  spending lots of money (doesn’t work) and spending lots of time (works really well).  Chronologically, you also divide your time into two categories:  finding new prospective clients and making sure they become actual clients.  This article will cover how to be yourself while marketing and how to choose marketing techniques that will work for you and your practice.

Defining Your Signature Style:  For your marketing to work, you have to know who you are as a person and as a professional.  Be honest with yourself about what you like to do and where you shine as well as what you don’t like to do and where you’re not at your best.  If you hate networking at the Chamber of Commerce, you’re not going to come across in the way you’d hope by doing it anyway, so you’re wasting your time.  If you love to write articles but hate public speaking, focus your time and talents in writing.  If you think you hate all kinds of marketing, remember that waiting for the telephone to ring isn’t an effective client generation tool.  Maybe it’s time to think about dropping the private practice idea and start thinking about joining a corporate HR department or teaching.  Out of the different ways to market, pick only those which you’ll actually do and follow through upon.

Some people feel like marketing is selling out. Your marketing plan should never feel unprofessional.  Using public speaking to tell consumers about the benefits of mediation is a public service, and if your speech is sounding too much like a sales pitch, then revise it.  Writing articles about skills that people can use to lessen the conflict in their lives is also a public service.  Introducing yourself to others in related fields who could make referrals to you provides a service both to those professionals and to their clients because you’re a quality practitioner who will do a good job with their case. When you market authentically, you help others while growing your practice.  Stop and rethink your approach if you’re feeling uncomfortable with your marketing message.  Marketing at its finest is genuine and holds value for those to whom you’re marketing.

Your Elevator Speech and Mission Statement:  Have a clear vision of what you do.  You can’t encourage people to participate in mediation if you can’t explain what it is.  And let’s face it, mediation isn’t easy to describe in just a few words.  The first step is to develop your Elevator Speech:  a one or two sentence explanation of what you do.  It’s called an elevator speech because you need to be able to finish it by the time an elevator takes between floors.  Examples: 

• I help busy lawyers like you settle cases; or

• I help people get divorced without losing their shirt or their sanity.

How can you describe your practice in just a sentence or two?

Next, expand your elevator speech into a Mission Statement, and think about your Brand.  You may never be Coca-Cola, but your practice and services need an identity.

For example:  Peace Talks Mediation Services is dedicated to providing a constructive, forward-thinking and peaceful ending to relationships.  Marriages may end, but families endure forever.  We provide a confidential, efficient and impartial atmosphere to help people resolve conflict and to create solutions with integrity and dignity for everyone concerned.

You may or may not share your mission statement with clients, but you need it in order to have a direction in your practice. You wouldn’t leave on a trip without a map, and you shouldn’t have a practice without a mission, either.

Your Brand is what you stand for, the kind of services that you provide, and your signature style.  For example, your Brand may include:

• Honesty

• Trustworthiness

• Commitment to client education and service

• Going the extra mile

• Commitment to the profession of mediation

Practically speaking, your brand exemplifies your values in your practice.

Be prepared to discuss your practice in terms of value, benefits and results for clients.  That’s all they care about:  value, benefits, results.  The good news is that mediation is full of value, benefits and results for clients.  Brainstorm a list of what you perceive these to be. You’ll use this list when you talk to clients about mediation.

Choosing Where and How to Market:  Specialize.  It’s easier to market that way.  You can accept any kind of case that comes into your office, but you’re only going to market one or two specialties. You’re also going to pick your geographical area.  Marketing every service to everyone everywhere is too difficult and expensive.  The more you define your services, practice areas and geographic area, the easier it is to market.

It’s counter-intuitive, but as we’ve narrowed our services our income increased.  In 2005 gross income increased 25% yet we cut back on the services that we offer.  The less we do, the more we make.  It makes sense when you think about it, because the less you do the easier it is to describe what you do, including the value, benefits and results, and the easier it is for clients to conclude, “yes, this mediator can help me.”

Likewise, it’s important to define your mediation style.   Do you generally practice in a more narrative, evaluative or facilitative style?  Can you explain to clients how you do what you do, and why you’ve chosen to practice the way you do?  What about the other styles do you include in your practice, and what parts don’t work given your mediation style?  Being able to articulate why your particular mode of practice works will help clients have confidence in you and in your practice.  Mediation Career Guide, by Forrest S. Mosten (Wiley Jossey Bass 2001), has some great chapters on developing your signature style.

Getting Started:  You’ll learn about marketing your mediation practice with a combination of trial-and-error and professional advice.  Hopefully, this article will help you avoid some expensive lessons.  A marketing approach that worked in your previous professional life might not work for mediation and just because it worked for someone else doesn’t mean it will work for you.  My best investment was using an ADR marketing consultant.  It cost money, but it saved both time and money in the long run.  Individual consultations helped me to develop marketing plans that feel authentic, professional, and comfortable to execute.  A few good books were also helpful:  Essential Guide to Marketing Your ADR Practice, by Natalie J. Armstrong (Golden Media Publishing 2001);  Selling the Invisible:  A Field Guide to Modern Marketing, by Harry Beckwith (Warner Business Books 1997); Guerilla Marketing: Secrets to Making Big Profits in Your Small Business, by Jay Conrad Levinson (Houghton Mifflin 1998); and Marketing Without Advertising by Michael Phillips and Salli Rasberry (Nolo 2003),  were all good starting points.

The strategies below range from low out-of-pocket costs and a high time investment to a high cost and low time investment. When you’re able to spend lots of time, but little cash, you’ll spend your time networking, speaking, writing, and serving before you sell.

Networking:  Educating people about mediation in a social or networking context is free or nearly so.  Connecting with another person and talking about what you do is an invaluable part of marketing for any business, and particularly for mediators.  Join your professional organizations, or, better yet, the professional associations of a gatekeeper organizations.  A gatekeeper is someone who frequently comes into contact with the demographic you’re trying to reach.  For example, as a family law mediation firm, I get referrals from therapists and accountants.  As a result, I’ve joined the local therapists’ organization and the family law section of the accountants’ organization and actively participate in the meetings and committees.  If you’re really outgoing, you can make good use of your time at their networking functions.  If you’re more of a workhorse, you can gain points by volunteering on committees.  What better way to prove that you’re honest, trustworthy, hard working and worthy of their referrals? 

While joining organizations is a great way to meet people and to network,   dues can be expensive.  Try attending various associations’ functions without joining first.  Look for their calendar of events listed either in their newsletters or web site and make sure that the event is not “members only”.  It’s a great way to try out a new organization without a big cash outlay. 

Wear your nametag on your right shoulder so when people shake your hand they’re staring at your name.  Make your business cards easy to reach.  If you have a name badge on a lanyard, put your cards in the back of the pouch.  Get their card because the key element to networking is following up.  After the event, follow up with a letter or call and remind your contact about who you are and what you do.  The plan is to land in their Rolodex so that when they’re asked about a mediator, they think of you first.

Maintain a database of your contacts and former clients so you’ve got all the information in one place, and make follow up calls or contacts on a regular basis.  If you’re uncomfortable telephoning, consider writing a mediation newsletter or e-newsletter to send to your mailing list, or sending an article or holiday card.  Break up the task of following up with your entire database into small pieces, like 10 calls a day, to make the task less daunting—and more likely to get done.  Contact every 60 to 90 days is ideal.

Speaking:  Public speaking is also a great free opportunity to make personal contact with specific groups that could use your mediation services.  Again, make sure you target your efforts to “gatekeepers”—those who can refer you business—or to individuals who are likely to need your services, e.g., speak to couples’ counselors if you’re a divorce mediator.  Expect mixed results with large, general membership groups like the Chamber of Commerce, and more promising responses from more targeted groups, like an HR professionals association.  A group with a focused demographic, especially one in your geographic area, is ideal.

Writing:  Writing about mediation, or mediation as it relates to another topic, like entertainment law or conflict resolution for educators, is a great no-cost high-profile way to market your services.  Most professional organizations have a magazine or newsletter and they need content.  As a result, it’s easier than you might think to get published in a newsletter.   In addition, you can submit articles to general interest and professional websites, post them on your website and reprint them in your own newsletter.  If you’re a talented writer, think big: your local newspaper or well known professional publication. If you’re just starting out, think smaller:  letter to the editor or smaller newsletter.  Make sure your topic fits your intended audience and targets your gatekeepers in a way that highlights your services without self-promoting.

Volunteer Mediations:  Demonstrating how mediation works through participation in a volunteer mediation panel is a widely-used yet controversial marketing technique. Volunteering your time to build your skills or to give back to the community is one thing. If you’re volunteering for marketing purposes, make sure your time is productively spent.

Spending a Little Money:  One reasonably low-cost marketing strategy which can be incredibly useful is building and maintaining a web site.  From my own experience, the web site has consistently paid for itself in clients generated, and has saved money because it also functions as an on-line brochure.  For more information on web sites, please read James Melamed’s article “Marketing Your Mediation Practice on the Internet” in this issue.  Don’t forget to register your name, address and domain name with major on-line yellow page style directories, like Yahoo Yellow Pages, switchboard.com and smartpages.com. Basic listings are free on many sites.  You can also use your web site for reciprocal links and strategic partnerships.  Find sites which you feel would interest your potential clients and link to those sites; ask those sites to link to your site as well. 

Blogs, either on your own website or someone else’s, can work the same way.  If you start a blog on your own website, you can update the content of your website constantly, which may help your search engine rankings.  If you start a blog on a blog website, link back to your web site, which may also help your search engine rankings. Make sure that your blogging is professional and well-edited.  Don’t be fooled by the informality of blogs. Everything you post anywhere that the public can read must be your best effort.

You can use the concept of “permission marketing” on your web site and with your e-mail address list.  Each month (or whatever frequency), send out a newsletter to subscribers. The key is that the newsletter is strictly opt-in. You don’t want your newsletter to look like spam.  Web site visitors subscribe by signing up on the site and you can send it to your e-mail address list with their permission.  Keep each newsletter short and simple, less than 2 minutes to read.  Make it informational and timely.  At the bottom, include some information about your practice and services, as well as your contact information.  Encourage readers to forward the e-mail newsletter to anyone who might find it of interest. With luck, you’ll get more subscription requests from people who received your newsletter as a forward.  This is one way to use “viral marketing,” i.e., the forwarded e-newsletters do your marketing for you. If you have the time to do several different targeted newsletters, then send different newsletters to different groups.  This is a great way to develop word of mouth about your services.

Spending Money Doesn’t Work:  Spending lots of money on print, radio or TV advertising is usually a poor investment unless you’re committed to an ongoing advertising campaign, which is cost-prohibitive for most mediators.  The problem with advertising is that the person who needs your services must see the ad at the exact moment that he or she needs your services.  Your chances of hitting a target on the first few tries are slim.  Limiting your ads to publications read by your gatekeepers is more effective, but given the expense, your return on investment will generally be too small to be worthwhile. The same is true for direct mail advertising and Yellow Pages ads. Your money and time are better spent elsewhere.

Once you get your marketing plan into place, it’s time to think about how to turn those prospects into actual clients.

Turning Prospective Clients into Actual Clients

We sometimes forget that our most valuable marketing contact—the prospective client who telephones our office—is our most viable marketing prospect.           

Step one is to serve before you sell. This is a concept I learned from my marketing coach at Golden Media, and the idea is that before you ever talk to anyone about paying you for your services or becoming a client, first answer all of their questions and be as helpful as possible.  Let prospective clients get to know you, your services and your practice before you ask them to become clients.  It’s good business for your practice, and it’s also good business for mediation in general. During this “serve before you sell” period you’re making sure that the case is a good fit for your practice as much as clients are evaluating your firm.  Answer questions about mediation, give a tour of your office, offer an orientation session, have articles and handouts ready to help the clients get prepared to mediate, and make them feel like they’re getting special attention from your firm.  All of this is free of charge, of course.  The serve before you sell stops with the actual mediation of the case—that’s when you go on the clock.  By the time the caller becomes a client, he or she will not only be sold on your services, but will have the confidence that your firm is dedicated to client service.

Consider how much time, effort, and money that it took to make this call happen.  Every speaking engagement, networking luncheon, article and marketing activity is designed to make the telephone ring.  Yet when it does, few of us are as prepared as we need to be to turn that interested caller into a paying client.  Forrest Mosten pointed this out to me early in my career, and convening is still the backbone of my firm’s marketing.

That ringing telephone signals the beginning of a process called convening, or getting both sides to the table.  Do you know what your call-to-client ratio is, i.e, how calls you get and how many turn into paying clients?  Knowing your call-to-client ratio from each of your sources of referrals, as well as your overall ratio, is important in order to know which marketing plans work, which are cost-effective, and where you should focus your time and money.

Telephone Calls

Who will take your telephone calls?  Is it a receptionist, unskilled at mediation and unable to answer basic questions about your services?  Is it a Dispute Resolution Associate, trained in mediation and in convening?  Will you take the calls yourself?  A general receptionist is fine if you’re taking the intake calls yourself, but your first line marketing person should know all about the mediation process. 

After you’ve decided who is doing the intake, what model will you use?  Will you spend a few minutes, off the clock, and then send out your brochure, marketing materials, or a follow-up letter? Or will you do a thorough phone intake, on or off the clock?  Will you schedule an orientation session during the first call?  A critical part of your intake is where the client heard about your services.  You’ll use this information to track the efficacy of your marketing efforts. 

The next piece of information you need from the caller is whether or not the other party is aware of the caller’s desire to mediate.  Is the other party even aware that the call is being placed? If not, ask how best to approach the other party. 

For cases in which the parties have already agreed to mediate, your intake is then geared toward selling the potential client on your services.  What do you offer that other mediators do not?  Why should the client choose your services over someone else’s?  Write a short script or outline in case you get tongue-tied on the phone. After the telephone call, send out a “thanks for calling” letter along with some printed information about your practice. Give prospective clients a tangible reminder of having called you.

Information Packages

After a call has come into the office, send an information package to the callers.  Your information package should instill confidence in clients and differentiate your services in the marketplace.  You might include brochures, business cards, a firm newsletter, a short biography of yourself and your experience, pointers on how clients can prepare for their mediation session, or articles about mediation. Use a simple pocket folder so you can mix and match your materials for different types of cases. 

Just as with serving before you sell, remember that clients are looking for value, benefits and results. Ninety percent of your brochure, information package and website should be centered around value, benefits and results for the clients.  Only 10% should be about you and your qualifications.  The same 90/10 rule holds true of all of your marketing materials, your web site, and any other descriptions of your practice or program.

When prospective clients call your office, they already believe you’re an expert. Laypeople and attorneys [generally] perceive all mediators to be equal and qualified. As a result, they don’t care much about your qualifications.  The way mediators can differentiate themselves is by describing their services in terms of value, benefits and results.

Price is not as important as you’d think.  In Western culture, people tend to believe that they get what they pay for.  If it’s free or inexpensive, it has no value.  People who are 100% price sensitive are always going to be a problem. You’re never going to build a practice on price competition.  The good news is that mediation offers so much value, so many benefits, and such great results, it’s relatively easy to compile your information packages.

Clients appreciate the fact that you’re organized and have materials to send out.  It conveys that you’re committed to client service.

Mediation Orientation Sessions

You may wish to offer a free orientation session in order to supplement the intake.  Orientations allow the parties to see the office, meet the mediators and discuss how the mediation process might work for their case.  Both the mediator and the parties can use the orientation to decide if the practice is a good fit for the case.

Thoughtful convening is the bridge between marketing and building a practice. 

Client Service as Marketing

Sometimes we forget that great client service is a great marketing tool.  Simply doing a good job, being respectful of clients’ needs and questions, answering the telephone in an approachable way, and demonstrating patience with people in conflict can be a great way to get clients to refer your office to other prospective clients. 

Takes time to build, however, so it’s important to jump start your practice with other marketing activities.  There’s no need to do every suggested marketing technique in this article, and, in fact, it would be counter productive.  Pick a few things that feel right and that fit your personality and budget, and start there. Evaluate your return on investment:  was it worth the time and money?  If so, do more of it.  If not, try something else.  Keep your marketing plan consistent with who you are and who you want to be in your practice and you will help you develop the kind of clientele that you can really help, and as a result, it will be the kind of clientele that will refer others to you.  That’s the best kind of marketing of all.

About the author:  Diana Mercer is the founder of Peace Talks Mediation Services (www.peace-talks.com) and the co-author of Your Divorce Advisor (Fireside 2001).

ACR Magazine, Spring 2006

Diana Mercer, Attorney-Mediator, copyright 2006

Peace Talks Mediation Services, Inc.

8055 W. Manchester Ave., Suite 201

Playa del Rey CA 90293

(310) 301-2100

Diana1159@aol.com