How mediation marketing is like a hole in the ground

There’s an old marketing story about selling shovels.

Some marketers sell shovels by focusing on features: The strength of the shovel, the comfort of the grip, the weight of the item, the durability of the materials, the beauty of the design.

The smart marketers sell shovels by focusing on the benefit they create. So they focus on the holes buyers want to dig, not the shovel they want to sell.

When you market your mediation services, are you selling shovels or holes?

                        author

Tammy Lenski

Dr. Tammy Lenski helps individuals, pairs, teams, and audiences navigate disagreement better, address friction, and build alignment. Her current work centers on creating the conditions for robust collaboration and sound decisions while fostering resilient personal and professional relationships. Her conflict resolution podcast and blog, Disagree Better, are available at https://tammylenski.com/archives/… MORE >

Featured Mediators

ad
View all

Read these next

Category

How COVID-19 is Impacting Court ADR Programs

Just Court ADR by Susan M. Yates, Jennifer Shack, Heather Scheiwe Kulp, and Jessica Glowinski.It is without a doubt an understatement to say that the coronavirus (COVID-19) global health crisis...

By Nicole Wilmet
Category

Effective Use of Civil and Commercial Mediation in Poland: Part 1

1.   Polish Mediation Law of 2005 1.1.  Poland was one of the first EU Member States to enact a detailed and complete legislation on mediation in civil and commercial matters...

By Sylwester Pieckowski
Category

Slices of Conflict in Life

Question:  Where does conflict come from? Answer: Normal, unconflicted life. Building on Felstiner, Abel, and Sarat’s classic article describing the genesis of disputes, Naming, Blaming, Claiming, this overgrown blog post uses memoirs to...

By John Lande

Find a Mediator

X
X
X