What Problems are You Solving with Mediation?
Niche, niche, niche. You've heard me say it before- creating a niche practice is a very effective marketing strategy that distinguishes your practice from the crowd and attacts potential clients. (If you haven't begun to investigate a niche, now is the time to start, people.)
Refine Your Niche
Once you have answered the 4 questions and evaluated your niche, you're not done yet. You need to refine your niche further by articulating what specific problem you can be helpful in solving.
(Don't know the 4 questions? Join our next free teleseminar on May 7th at 12:30 p.m. by visiting ADRPracticebuilder.com
Why? Because mediation consumers, otherwise known as parties, are interested in solutions, not process per se. Your goal is to articulate their problems so well that they clearly understand that you can provide a way to reach the solution.
Let's look closer. Suppose you decide to be a family mediator. Great. Your niche is custody issues. Wonderful. But as a consumer I won't choose you unless I know that you can solve the type of issue I'm facing like who is the final decision-maker regarding college selection, for instance. Your marketing materials should speak to the specific custody problems you address. That way, I can 'see myself and my problem' and select you because you've demonstrated via your content that you can offer my desired outcome or solution.
Laurie Israel of Mediationtostaymarried.com
Laurie, a dear friend and colleague of mine, is a real-life example of a mediator who not only has a unqiue niche but does a great job of letting potential clients know who exactly will benefit from working with her. Her website is a primer on how to articulate your mission and solution to consumers.
Here's why it works so well
- A warm, inviting picture that suggests Laurie will be good to work with
- Her mission statement tells me who she works with- couples who want to work on their marriage- and why
- Subheadings offer clarity- Legal Help for Married Couples
- Bullet points and case studies add more detail on what problems she solves, i.e. differing spending patterns or challenges in second marriages
Talk with Laurie
Visit her site to see exactly what I mean. Better yet, Laurie has agreed to be my guest during an interview on Thursday, April 23, 2007 at 1 p.m. EDT
She'll share her thoughts on this particular niche and how she built it.
Family or divorce mediators, this interactive interview offers marketing insights you so register early!
Try. Fail. Learn. Grow!