Niche, niche, niche. You’ve heard me say it before- creating a niche practice is a very effective marketing strategy that distinguishes your practice from the crowd and attacts potential clients. (If you haven’t begun to investigate a niche, now is the time to start, people.)
Refine Your Niche
Once you have answered the 4 questions and evaluated your niche, you’re not done yet. You need to refine your niche further by articulating what specific problem you can be helpful in solving.
Why? Because mediation consumers, otherwise known as parties, are interested in solutions, not process per se. Your goal is to articulate their problems so well that they clearly understand that you can provide a way to reach the solution.
Let’s look closer. Suppose you decide to be a family mediator. Great. Your niche is custody issues. Wonderful. But as a consumer I won’t choose you unless I know that you can solve the type of issue I’m facing like who is the final decision-maker regarding college selection, for instance. Your marketing materials should speak to the specific custody problems you address. That way, I can ‘see myself and my problem’ and select you because you’ve demonstrated via your content that you can offer my desired outcome or solution.
Laurie Israel of Mediationtostaymarried.com
Laurie, a dear friend and colleague of mine, is a real-life example of a mediator who not only has a unqiue niche but does a great job of letting potential clients know who exactly will benefit from working with her. Her website is a primer on how to articulate your mission and solution to consumers.
Here’s why it works so well
Family or divorce mediators, this interactive interview offers marketing insights you so register early!
Try. Fail. Learn. Grow!
From Erica Becks' Cure for the Common Conflict. People with High Conflict Personalities (see my November post for more info on HCPs), are often the most difficult to diagnose, and...By Erica Becks
Sharon Salzberg is a cofounder of the Barre Center for Buddhist Studies and the Insight Meditation Society. Ms. Salzberg leads meditation retreats throughout the United States and abroad, and has...By Linda Lazarus
From Of Seeds and Sowers, NAICR's distinguished newsletter that includes current programs, projects and tele-classes, as well as humor and inspiration. Visit the site to learn more about the work...By Barbara Ashley Phillips