Not that long ago I didn’t know the first thing about marketing myself and now, through a lot of trial and error and the opportunity to learn from some of the top pros in the field, I work with other mediation and collaborative professionals to help them build their practices and hone their marketing outreach. My learning curve has been a rocket ride because there is just so much that falls under the marketing umbrella and for so many colleagues, the entire topic is just overwhelming and way outside their comfort zone. I thought I would share three simple tips to help you get started based upon what has worked for me and other professionals that I have worked with.
Make Your Website a Reflection of What Your Clients are Seeking
If you work on nothing else, your website is one of the most important reflections of you, your practice and is your opportunity to let potential clients know who you are without even having the chance to speak with them yet. In fact, statistics say that more than 75% of people who are considering hiring you will visit your website to check you out so be sure that your message is clear and that you are touching on the information that clients are seeking. Remember, clients facing divorce or other family law situation are seeking a feeling. Generally, they want to feel supported, safe, educated, and heard. Your credentials are important, but creating a website that appeals to a client or clients seeking a non-adversarial divorce process involves meeting those immediate needs so that you are meeting them in the emotional space they find themselves in.
Let Potential Clients Know Your Why
Instead of telling them what you do, tell them why you do it. This can be in your website language, your blog posts, your social media messaging, or your public speaking outreach. We have all heard or seen practitioners who describe the actions that they can take on behalf of their clients, the motions, the meetings, and advocacy but what reaches out to potential clients is the reason that you do what you do. Why are you a mediator? Why do you believe in the collaborative process? Why do you do this peacemaking work? Put some time and thought into sharing your why to make an impact.
Expand Your Offerings
Yes, you can mediate your clients’ divorce matters or work with a collaborative team to help them move through the process but think bigger. What else can you do with your skill set? Today, with online practice the new norm, professionals can provide services to a much larger audience. To the entire world in fact, depending on the service you are offering. Some possible additional services might be coaching, consulting, training, co-mediation, concierge services and so much more. Think of your special area of expertise and consider new ways of working with clients. You may want to expand your definition of client as well! Just think of how I now work with both family law clients AND with professionals as a coach, consultant, and trainer. Just as you may not have thought of these services before, neither have potential clients so make them a part of your messaging. More clients plus more services equals more income and a bigger practice for you.
Final Thought: KISS
Keep it Super Simple. It’s not necessary to get your marketing message out there on every single channel. A simple, well-thought out and selective approach is much more effective and enjoyable for you. Put a little time into writing out your why, creating an appealing website and building out a robust list of potential services and you will be well on your way to a successful peacemaking practice!
Susan Guthrie is the Co-Founder, with Forrest “Woody” Mosten of the Mosten Guthrie Academy for Mediation and Collaborative Professionals. Susan has been one of the country’s leading family law attorneys and mediators for more than 32 years and she is a leading voice in the Positive Divorce Movement. Her award-winning podcast, The Divorce & Beyond Podcast, is one of the top divorce podcasts in the world, in the top 1.5% of all podcasts worldwide and has reached millions of listeners since she started it in December 2019. Susan is a frequent media contributor and has been seen on and in CNBC, Market Watch, Forbes, Eye on Chicago, WGN, the ABA’s Just Resolutions Magazine, Thrive Global, The Nook Online, Medium, Authority Magazine and more. For more information on Mosten Guthrie Academy trainings and opportunities to work with Susan, visit the website at www.mostenguthrie.com or reach out directly at susan@mostenguthrie.com.
