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!