How Mediators Find Speaking Opportunities In 5 Simple Steps

If you’re looking to get more eyeballs on your mediation services, your website, your brand, and position yourself as a thought leader in the resolution industry, then securing really relevant, reputable speaking opportunities throughout the year should be a major piece of your PR game plan.

I'll lay out that plan for you in 5 simple steps. 

But it’s safe to assume (especially if you read my ramblings enough) that you know this part. What you might not know is where you’re supposed to find all of these relevant, reputable speaking opportunities—especially if you’re an industry newbie. 

Short answer: It’s going to take some Googling. But to make your Googlefest a little more productive, here are 5  different ways to track down the best speaking opportunities for your practice. 

1.     Association Events

Associations are great for sourcing public speaking opportunities because as well as organising events of their own, they’re also often contacted by their members who are looking for recommendations on who might be able to speak at their events. Focus on those that are relevant What events are your clients attending? Remember that you shouldn’t always look for the biggest and splashiest events—especially in the beginning—but the ones that bring together the most relevant audience for your brand.

You’ll probably get to know the bigger (more expensive) shindigs pretty quickly, but keep your eyes peeled for interesting small- to medium-sized events that offer great opportunities for you to connect with your target audience. 

Of course in any association, the key to building relationships and client- work is to network / follow up, network / follow up, and network / followup.

Find the most impressive list of associations at:

https://directoryofassociations.com/browse.asp 

2.     Look Beyond Calls For Speakers

Many events will be broadcasted openly with a call for speakers, but other opportunities are less obvious. For example, when companies merge together, it’s common to hire a speaker or consultant to excite and motivate the newly blended team. Similarly, if an industry is rapidly changing, this could be a chance to lend your expertise. You shouldn’t only focus on open calls for speakers when you might be missing something even more obvious. 

Google search RFP 

While you should always look for open events, don’t limit yourself. When you know your value areas and your ideal clients, you can always find ways to leverage your expertise. Why not pitch your assistance and discover ways to create events around your thought leadership? The best speakers understand that opportunities sometimes need to be built from the ground up. You never know until you ask!  

3.  Cold outreach

The most broad-brushed way to find public speaking opportunities is to use cold outreach, which involves asking event organizers if you can speak at their events OR podcast / YouTube channel. To give cold outreach a try, you can track down some contact details and get in touch with the organisers of those events or channels and send the organizer your pitch package. 

A pitch package.

Do Your Research

A pitch that clearly doesn’t understand the podcast or how it works will go straight to the bin without a second thought. So it’s better to do your research first. Before you even start making a pitch, listen to at least a couple of episodes. This will help you assess if you really are a good fit for the podcast. Take some notes from listening; this will help you personalize your pitch later.

What Can You Bring to the Table?

Make your pitch ideas relevant to what the podcast is about, without repeating what other guests have already said. What knowledge can you specifically bring? What do you have special insight on that other people might not have? Your goal is to show you have something to add to the conversation.

Feel free to think a bit outside the box. As long as you can bring a relevant angle, you can pitch to podcasts that might not be obviously connected to your expertise.

Get the Tone Right

The key is to get straight to the point. The host probably has dozens of pitches to wade through. A concise email that gets straight to business will be a blessing to them and is more likely to get a response. 

As for the tone, you’re going for polite, but more human than robot. They’re looking for someone who will be interesting to listen to, so injecting some of your own personality into your pitch is never a bad thing.

Follow Up

Podcast hosts get pitches all the time. So if you don’t hear back straight away, don’t worry - they might not have gotten around to reading yours yet. But if it’s been a few weeks, feel free to send a polite follow-up email. This will make sure your pitch hasn’t been lost forever in the clutter of cyberspace that is their email inbox.

Podcast Guest Pitch - Example Template

Subject Line

This needs to be short and to the point. Summarize your idea in ten words or less, and put the words ‘podcast guest pitch’ in the subject line, e.g:

Podcast Guest Pitch: Settling Bankruptcy In Mediation

Introduce Yourself

Keep this brief. Give relevant information that explains why you are best placed to talk about the topic you’re pitching, e.g:

Hi [podcast host name],

I’m Mary Mediator, Esq, and I’m a mediator specializing in bankruptcy, refinance  …. After xx years at a large national law firm, I've been mediating bankruptcy and refinance cases for the past 7 years, particularly focusing on …

Why Do You Like Their Podcast?

This is where you show that you’ve actually listened to their podcast. Make sure you’re specific here, as it shows you’ve taken in what they talked about. Mention points from the episodes you listened to, e.g:

I really enjoyed the episode where you discussed how corp. finance/bankruptcy/refinance claims are …..

Ideas For Your Episode

Again, the key here is to be specific. Give two or three bullet points of talking points that you could talk about in depth. Think about what you are uniquely positioned to give information on, and think about what their audience would want to hear. Give the episode title, or even a few example questions that you could answer on the podcast, e.g:

I believe there is a gap in the conversation where we don’t consider the representation of xyz or an abcd perspecttive. I have a few ideas of what I could talk about on your podcast to address this. I could make an episode on any of these, or any other ideas you have that your audience would find interesting.

How ……..

5 Steps to …….

Why ……

Mistakes to avoid …

3 Ways to win in settlement …

5 negotiation techniques that always persuade ….

Relevant Credentials and Experience

This is the time to sell yourself. This part should be all about proving that you’re the best guest to talk about the topics you’ve suggested, e.g:

I have litigated, heard, and mediated and settled billions of dollars in cases …..

Contact Details and Links

Close the email by making it easy for the host to find out more about you and anything you want to promote. Make sure you link to LinkedIn, Buzzsprout, YouTube and of course your website.

You can find me on YouTube at link, on other podcasts at Buzzsprout link, my website at link, and on LinkedIn at link.  You might also enjoy the philanthropic presentation I did at Will Work For Food: The New Possibilities Hour at link. 

The goal is to keep your pitch as brief as possible while still conveying the value you can bring to their audience. 

4.      Calls-to-action

A call-to-action is essentially a short statement that tells people what action you want them to take. As a public speaker, you’ll want to include a call-to-action at the end of all of your podcast, video content, as part of your email signature, or writing articles for an industry publication. If you’re focusing specifically on finding more public speaking opportunities, your calls-to-action should encourage people to book you for their next event. 

Don’t forget to list your speaker availability on your social media profiles and website.

5.  Other speakers’ events lists

This one’s probably the cheekiest tip on our list, but it’s still worth doing because it works. Simply write down a list of your competitors and then slowly go through their websites to see where they’re speaking. It’s a bit of a risk to pitch yourself to corporate clients sourced in this way, but you can often find trade shows or other events where it’s fair game. Combine this with cold outreach to tap into a powerful and almost limitless source of potential speaking opportunities. 

Additionally, you don’t have to stay entirely in your own lane. If you know your top competitors in your industry, it’s smart to consider what they’ve done in the past. In other words, you don’t have to reinvent the wheel.  

Who are your competitors’ past clients? What events did they speak at? These are most likely a good fit for you as well, and they were clearly open to hiring speakers at one point. You could always reach out with a helpful pitch. For example, say something along these lines: “I saw that you hired Speaker Name a few months ago. I have a great keynote that builds off of that.” From there, this is an opportunity to start a conversation. 

There’s nothing wrong with piggybacking off competitors. However, make sure you don’t copy them. You want to always do your own thing or build upon their expertise. What can you do better? What unique perspective do you bring to the table? When you understand your value, it’s easier to sell yourself when it matters the most.  

This is another reason why it’s important to be an active part of your community. When you’re engaging with other speakers, thought leaders, and experts on social media and at in-person events, you discover gaps in the space. This is a prime opportunity to get noticed.  

Now that you know just a few of our top tips for finding public speaking opportunities, it’s over to you so that you can put what you’ve learned today into practice. The good news is that there are plenty of opportunities out there if you know where to look, and so it’s all about doing what you can to get your name out there to your industry as well as those for public speakers if available in your part of the world. 

In the meantime, we’d love to hear from you, so be sure to let us know how you get on in the comments and to follow us on your social media channels of choice for further updates. We’ll see you soon!

 

A Mediator's Guide To Understanding the Pricing Process

The pricing process in mediation is often complex, owing to the uniqueness of every dispute. To price your services effectively, you must understand various pricing models, such as hourly rates, flat fees, or retainer models, and when each is appropriate.

Understanding the Pricing Process

Determining the appropriate pricing for mediation services can be a multifaceted task due to the inherent complexity and uniqueness of each dispute. To effectively price your services, it is crucial to comprehend and evaluate various pricing models, including hourly rates, flat fees, and retainer models, and determine which model is most suitable for different scenarios. This section of the book provides comprehensive guidance on understanding these pricing models, analyzing your cost structure, and accurately determining the value you offer to your clients.

One commonly used pricing model in mediation is the hourly rate. Under this model, mediators charge clients based on the number of hours spent on the mediation process, including preparation, sessions, and any additional services. Hourly rates provide a transparent and flexible pricing structure, allowing both mediators and clients to have a clear understanding of the cost associated with the services rendered.

Another pricing model to consider is the flat fee. With a flat fee structure, mediators charge a predetermined fixed amount for their services, regardless of the time spent on the mediation process. Flat fees can offer predictability and simplicity for clients, as they know the exact cost upfront. This model of pricing can be for ½ day or full day services (note – if you choose this model, consider charging more for the first half of the day than the full day)

The retainer model is yet another pricing approach utilized in mediation. Under this model, clients pay an upfront retainer fee to secure the mediator's services for a specific period or until the resolution of the dispute. The mediator then deducts the fees for their services from the retainer as the process progresses.

the importance of analyzing your cost structure. By understanding your expenses, such as overhead costs, professional development, marketing, and administrative expenses, you can accurately assess the financial aspects of your mediation practice. This analysis enables you to determine the minimum acceptable fee level required to cover your costs and generate a reasonable profit.  

Price Setting Techniques
Setting the right price for mediation services is a delicate balancing act that requires careful consideration. It involves finding the sweet spot that ensures both business profitability and customer satisfaction. Pricing too high may discourage potential clients, while pricing too low can undervalue your services and hinder the growth of your practice. Let’s cover various price-setting techniques, including cost-plus pricing, value-based pricing, and market-oriented pricing, providing mediators with the tools to establish optimal pricing strategies for their services.

Cost-plus pricing is a straightforward approach that involves calculating the total cost incurred in delivering mediation services and adding a predetermined profit margin. This technique considers both direct costs, such as time spent on mediation sessions, administrative expenses, and any additional costs specific to the dispute, as well as indirect costs like overhead expenses and professional development. By accurately assessing costs and adding an appropriate profit margin, mediators can set prices that cover their expenses and generate a reasonable profit. Cost-plus pricing ensures that mediators are compensated for their time and expertise while maintaining a sustainable practice.

Value-based pricing is a technique that revolves around understanding and capturing the perceived value of mediation services from the client's perspective. Instead of solely relying on costs, this approach takes into account the benefits, outcomes, and impact that clients expect to gain from the mediation process. Mediators employing value-based pricing focus on quantifying and communicating the value they provide to clients, such as improved relationships, reduced legal costs, or long-lasting resolutions. By aligning the price with the perceived value, mediators can establish a strong value proposition and attract clients who recognize the benefits of their services.

Market-oriented pricing involves analyzing the competitive landscape and setting prices based on market dynamics. This technique considers factors such as the prevailing rates charged by other mediators in the same geographic area and specialization, as well as the demand and supply dynamics of the market. Market-oriented pricing requires careful market research and benchmarking to ensure that the prices set are competitive while reflecting the unique value and expertise of the mediator. By staying aware of market trends, mediators can position themselves strategically and adjust their prices to meet market expectations.

It's important to note that price-setting techniques can be combined or customized to suit the specific needs of mediators and their target market. Furthermore, flexibility in pricing strategies may be necessary for different types of disputes, clients, or market segments.

Ultimately, selecting the appropriate price-setting technique requires a thorough understanding of your costs, the perceived value of your services, and the dynamics of the market in which you operate. By implementing these pricing techniques effectively, mediators can strike a balance that not only ensures the profitability and sustainability of their practice but also resonates with clients and fosters long-term satisfaction.  

Competitive Pricing Analysis

In the dynamic field of mediation, understanding the pricing landscape and staying competitive is crucial for attracting potential clients and ensuring the success of your practice. Conducting a comprehensive competitive pricing analysis allows mediators to gain insights into what their competitors are charging for similar services. By evaluating market rates and understanding the pricing strategies of other mediators, you can position your prices competitively, making your services more attractive to potential clients.

The first step in conducting a competitive pricing analysis is identifying your key competitors. These can be mediators or mediation firms who offer similar services or specialize in the same niche or geographic area. It is essential to identify a representative sample of competitors that accurately reflects the market dynamics and your target audience. Once identified, gather information on their pricing structures, fee schedules, and any additional services or packages they offer. This can be done through research, online searches, or networking with industry professionals.

After collecting the necessary data, analyze and compare the pricing information obtained from your competitors. Look for patterns, trends, and commonalities in their pricing strategies. Assess the factors that may influence their pricing decisions, such as their level of experience, expertise, reputation, geographic location, specialization, and the perceived value they offer to clients. This analysis will provide you with valuable insights into the pricing landscape, helping you understand how your competitors position themselves in the market and what pricing ranges are prevalent.

Based on the findings of your competitive pricing analysis, you can adjust and fine-tune your own pricing strategy. This section of the book guides you through the process of leveraging the information gathered to inform your pricing decisions. It helps you strike the right balance between competitiveness and profitability by considering factors such as your costs, value proposition, unique selling points, and target market. By incorporating market rates into your pricing strategy, you can ensure that your prices are attractive to potential clients while still allowing you to achieve your desired financial goals.

Furthermore, the competitive pricing analysis can provide insights beyond pricing alone. It can shed light on additional services, packages, or incentives that competitors offer, allowing you to identify potential areas for differentiation and innovation. By understanding what sets your competitors apart, you can strategically position your own services and craft unique value propositions that resonate with your target market.It is important to note that competitive pricing analysis should not be the sole determinant of your pricing strategy. While it provides valuable information and a benchmark for market expectations, other factors such as your own costs, value proposition, and business objectives should also be considered. The competitive pricing analysis serves as a tool to inform your decision-making process and ensure that your prices remain competitive in the context of the market. 

So what pricing structure do you have and is now a good time to re-evaluate how much you’re charging?

Timeline, Setting Goals, and Measuring Marketing Success for Mediation Practice Development

Establishing a successful mediation practice requires a structured approach with clear timelines, goal setting, and continuous measurement of marketing success. Here’s a detailed guide to help you develop your practice effectively:

Timeline for Practice Development

First 3 Months: Laying the Foundation

• Clarify Purpose and Values: Define your core values, mission, and unique selling points. This foundation will guide your marketing strategy.

• Business Planning: Develop a comprehensive business plan, including market research, target audience identification, financial projections, and initial marketing strategies.

• Branding: Create a professional brand identity, including a logo, business cards, and a basic website to establish an online presence.

3-6 Months: Building Visibility

• Networking: Attend local ADR luncheons, seminars, and industry events to build connections and raise awareness about your practice.

• Online Presence: Develop and launch a professional website with detailed information about your services, mission, and contact details. Start a blog to share insights and establish your expertise.

• Marketing Materials: Create brochures, flyers, and other marketing materials to distribute at networking events and within your community.

6-12 Months: Expanding Reach

• Content Marketing: Regularly update your blog and consider contributing articles to industry publications to enhance your credibility.

• Social Media: Establish a presence on relevant social media platforms (LinkedIn, Twitter, Facebook) and engage with your audience through regular posts and interactions.

• Workshops and Seminars: Host or co-host workshops and seminars to showcase your expertise and attract potential clients. These events can be both physical and virtual.

1-2 Years: Deepening Engagement

• Client Relationships: Focus on building strong relationships with initial clients and seek testimonials and referrals to build your reputation.

• Advanced Networking: Join professional organizations and consider taking on leadership roles to increase your visibility and influence within the field.

• Continuous Learning: Attend advanced training and workshops to stay updated on the latest mediation techniques and industry trends.

2-3 Years: Sustaining Growth

• Evaluate and Adjust: Regularly review and adjust your marketing strategies and business plan based on what has been most effective.

• Mastering Social Media

• Deeper Engagement Within Networking Groups

• Multi-Faceted Outreach to Clients and Prospective Clients

Setting Goals

SMART Goals:

• Specific: Clearly define what you want to achieve. For example, “Increase website traffic by 30% in six months.”

• Measurable: Ensure your goals can be tracked and measured. Use metrics like website visits, social media engagement, or the number of new clients.

• Achievable: Set realistic goals based on your resources and current market conditions.

• Relevant: Align your goals with your overall business objectives and mission.

• Time-bound: Set deadlines for achieving your goals to maintain focus and motivation.

Examples of Marketing Goals:

• Increase Online Presence: Aim to have 500 website visitors per month within the first six months.

• Enhance Client Engagement: Secure 10 client testimonials and 3 case studies within the first year.

• Expand Professional Network: Attend 12 networking events and join 3 professional organizations within the first year.

• Grow Client Base: Sign 20 new mediation clients within the first year of practice.

Measuring Marketing Success

Key Performance Indicators (KPIs):

• Website Analytics: Track metrics such as unique visitors, page views, bounce rates, and conversion rates using tools like Google Analytics.

• Social Media Metrics: Monitor engagement rates, follower growth, and the reach of your posts on platforms like LinkedIn, Twitter, and Facebook.

• Lead Generation: Measure the number of new leads generated through your marketing efforts and the conversion rate of those leads into clients.

• Client Feedback: Collect and analyze client feedback through surveys and reviews to gauge satisfaction and areas for improvement.

• Referral Rates: Track the number of referrals you receive and their sources to understand the effectiveness of your referral programs and partnerships.

Regular Reviews:

• Monthly Reviews: Conduct monthly reviews of your marketing activities and performance metrics. Adjust strategies as needed based on these insights.

• Quarterly Assessments: Perform more in-depth quarterly assessments to evaluate the overall effectiveness of your marketing plan and make strategic adjustments.

• Annual Audits: At the end of each year, conduct a comprehensive audit of your marketing efforts to understand what worked well and what didn’t. Use this information to refine your marketing plan for the coming year.

By following this structured approach, setting clear goals, and regularly measuring your marketing success, you can develop a thriving mediation practice that effectively attracts and retains clients.

The Familiarity Factor: Enhancing Practice Development with Rapport

In the realm of mediation and arbitration, building rapport is essential for establishing trust with both clients. When considering your online marketing strategy, one of your top priorities should be to build rapport through familiarity.

The more frequently individuals encounter your mediation or arbitration practice, the more familiar and trustworthy you appear. Imagine driving through an unfamiliar town and noticing multiple branches of a local restaurant—you'd likely assume it's a reputable establishment. Similarly, consider billboards for real estate agents; seeing an agent’s name repeatedly on billboards or in commercials creates a perception of credibility and significance. While this might not always reflect reality, exposure and familiarity do build rapport in a consumer's mind, often subconsciously.

When it comes to building rapport through internet marketing, mediators and arbitrators need to focus on two key audiences.

Build Rapport with Your Network

It’s easy to view internet marketing solely as a way to attract new clients. However, your existing clients, colleagues, and referral sources (your network) also spend significant time online. Ensuring your internet marketing efforts keep you connected and familiar (top of mind) with your network is crucial.

For example, you might regularly share updates and insights relevant to dispute resolution on professional networking sites like LinkedIn. By doing so, you maintain visibility among your professional peers and clients, reinforcing your presence and expertise.

Build Rapport with Prospects

A robust online presence—encompassing a professional website, active social media profiles, Google listings, and video content—makes you more visible. Just like the real estate agent on a billboard, increased online visibility helps build your brand and generates leads through repeated exposure. Prospective clients are more likely to choose a mediator or arbitrator they frequently encounter online, as this familiarity fosters trust.

Practical Steps to Build Rapport

To achieve this, consider implementing the following strategies:

1. Email Newsletter: Send a regular email newsletter to stay connected with your network. Include a professional photo of yourself to help subscribers associate your face with your practice. Share updates, insights, and success stories related to mediation and arbitration.

2. Blog and Video Content: Create blog articles and video content addressing common issues in mediation and arbitration. This not only enhances your online presence but also positions you as a thought leader in your field. Repurpose this content for your email newsletter to reinforce your expertise.

3. Social Media Engagement: Establish and maintain active profiles on social media platforms, particularly LinkedIn and Twitter, where professionals and potential clients are most active. Share relevant content, engage in discussions, and provide valuable insights to build rapport and familiarity.

Professional Assistance

If you recognize the importance of these strategies but prefer to focus on your practice rather than marketing, consider partnering with a marketing firm specializing in online presence for mediators and arbitrators. They can manage these tasks efficiently, ensuring your practice remains visible and familiar to your target audience.

By prioritizing familiarity and consistent online engagement, you can build strong rapport with both your network and potential clients, ultimately enhancing the trust and credibility of your mediation or arbitration practice.

Sustaining Success in Your Mediation Practice Marketing in 7 Easy Steps

Marketing is not a one-time effort, but an ongoing process. To sustain your success in the practice of mediation, you must continually evaluate and adjust your marketing strategies to match the changing market trends. The importance of maintaining ongoing marketing efforts can’t be overstated. Here are some strategies for doing just that.

Marketing in the field of mediation is not a one-time endeavor; it requires continuous effort and adaptation to keep up with the evolving market landscape. Sustaining success in mediation necessitates ongoing marketing efforts to maintain visibility, attract new clients, and stay ahead of competitors. Today’s video emphasizes the significance of maintaining consistent marketing activities and provides strategies to ensure your marketing efforts remain effective over time.

1.    Regular evaluation and analysis: Continually evaluate the effectiveness of your marketing strategies to identify what is working and what needs adjustment. Monitor key performance indicators (KPIs) such as website traffic, conversion rates, social media engagement, and client acquisition. Analyze the data provided by analytics tools and gather feedback from clients to gain insights into their experiences and preferences. Use this information to make data-driven decisions and refine your marketing approach accordingly.

2.    Stay updated with market trends: The field of mediation is constantly evolving, influenced by changes in legal regulations, client expectations, and industry trends. Stay informed about the latest developments, emerging techniques, and market demands by reading industry publications, attending conferences and workshops, and participating in relevant professional associations. By keeping abreast of the latest trends, you can align your marketing efforts with the changing needs of your target audience and position yourself as a trusted and up-to-date mediator.

3.    Social Media content creation and distribution: Maintain a consistent content creation and distribution strategy to keep your audience engaged and attract new followers. Continually produce valuable and relevant content, such as blog articles, videos, or podcasts, that addresses the challenges, concerns, and interests of your target audience. Regularly share this content on your website, social media platforms, and email newsletters. Stay responsive to your audience's feedback and questions, incorporating their input into future content to demonstrate your commitment to addressing their needs.

4.    Refine your brand message: Regularly evaluate and refine your brand message to ensure it effectively communicates your unique value proposition and resonates with your target audience. Review your website, social media profiles, and marketing materials to ensure consistency and clarity in conveying your expertise and the benefits of your mediation services. Fine-tune your brand positioning and messaging based on market research, feedback from clients, and insights gained from industry networking.

5.    Cultivate client relationships: Building and nurturing strong relationships with your clients is essential for ongoing marketing success. Provide exceptional service to your existing clients, ensuring their satisfaction and encouraging them to refer your services to others. Implement follow-up procedures to gather feedback, address any concerns, and maintain open lines of communication. Engage with clients on social media platforms by connecting, messaging, liking, commenting on, and sharing their posts. By fostering positive client relationships, you increase the likelihood of repeat business and word-of-mouth referrals, which are invaluable marketing assets.

6.    Networking and collaboration: Actively engage in networking activities and seek opportunities for collaboration within the mediation community. Attend industry events, participate in webinars, and join professional associations to connect with potential clients and peers. Share your insights, participate in panel discussions, and offer training sessions or workshops to showcase your expertise and establish yourself as a thought leader. Collaborate with other mediators, legal professionals, or complementary service providers to expand your reach, cross-promote each other's services, and leverage each other's networks.

7.    Monitor and adapt your marketing plan: Regularly review and update your marketing plan to ensure it aligns with your business goals and accommodates changes in the market landscape. Assess the performance of your marketing activities, adjust strategies as needed, and explore new tactics or channels to reach your target audience. Stay agile and responsive to shifts in client preferences, emerging technologies, and competitive dynamics. By continually monitoring and adapting your marketing plan, you can maintain relevance and effectiveness in your marketing efforts.

By embracing ongoing marketing efforts, you can sustain your success as a mediator. Continually evaluate and refine your strategies, stay informed about market trends, create and distribute valuable content, cultivate client relationships, engage in networking, and adapt your marketing plan accordingly. With a proactive and adaptive approach to marketing, you can position yourself as a trusted mediator, attract new clients, and foster long-term growth and success in your mediation practice.

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

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

Evolving with the Marketplace

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

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

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

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

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

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

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

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

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

PROMOTING A NEGATIVE: A guide for mediators

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

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

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

“The 1970 VW will stay ugly longer.”

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Professional Development Opportunities For Mediators

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

6 Professional Development Opportunities

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

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

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

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

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

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

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

When choosing professional development opportunities, consider the following factors:

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

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

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

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

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

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

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

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

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

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

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

Making toffee requires patience.  Building a practice requires patience.   

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

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

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

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

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

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

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

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

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

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

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

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

What Mediators Should Post on Social Media:

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

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

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

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

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

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

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

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

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

What Mediators Should Never Post on Social Media:

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

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

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

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

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

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

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

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

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

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

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

Google is transaction-minded.

Google means allowing yourself to become a commodity.

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

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

Why SEO Isn’t a Priority for Mediators in Marketing

**1. Nature of Mediation Services

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

**2. Local and Niche Focus

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

**3. Referral-Based Marketing

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

**4. Cost-Effectiveness

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

**5. Long-Term Relationships

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

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

Marketing a Meditation Practice is Like Working Out

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

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

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

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

Flexibility

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

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

Strength

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

Consistency

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

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

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!

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.

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.

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.

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.