By Natalie J. Armstrong,
www.MarketingMediation.com

1. Establish Yourself as an Authority
Establishing Authority, turn your expertise in authority and referrals. For instance, if your specialty is hearing construction cases, offer a free (or nominal) seminar that touts the benefits of dispute resolution for the construction industry.

Invite local construction professionals like architects, engineers and general contractors, as well construction attorneys and perhaps insurance adjusters whose company handles construction claims. Frequently you can obtain newspaper-advertising space when you promote local events that are free of charge. You might also ask a local construction company or law firm for the use of their conference room for your event. In order to convince someone to donate their space you’ll need to remind them that their target market will be present and the event you’re putting on for yourself may also benefit them with referrals or direct business. Be sure you get the attendees’ contact information for your database and follow up with them thank you cards, pertinent articles, or phone calls.

2. Network Your Way
Work and Socialize at the same time networking at both business and social events is an extremely powerful method of creating word-of-mouth advertising, referrals, and clients. Be sure to arrive with plenty of business cards and a pen. Try to spend more than 10 minutes with each person you meet and remember to listen more than you talk. Take discreet notes on the back of their business card so that you can more easily and effectively follow up with them (in a timely manner.)

Network your target market’s associations. Most provides belong to a dispute resolution association for their own edification. However, you want to network where you will find your potential clients. If your practice specialty is employment then you want to network in associations that cater to employment attorneys and Human Resource. Keep in mind that the more active you are within a given association, the more credibility you create with its members and the more opportunity you have to speak to your target market directly. Don’t forget to incorporate the membership list into your database.

3. The Write Way
Are you a professional? Well then write an article. Writing an article on your field of expertise automatically puts you on the top of an experts’ list and is a good way to reach thousands of people for free with one effort. In addition, it also affords great name recognition. What kind of publications will take your articles? Trade Journals and Consumer publications are the best avenue for you to work with. They will be the most likely to take your article, while simultaneously enabling you to reach your target market.

Always remember that people interested in success, are always open to tips, trends, hints, and help. Write a regular column: A simultaneous symphony of words and ideas. It will no doubt be difficult to get your column published by the New York Times. But is that really the best place to publish your column anyway? Try other avenues of papers like Dailys, Weekly’s, Monthly’s, Quarterly’s, and free local papers where your work won’t be buried on the back of page 21A. Remember it’s better to focus your efforts and remain steadfast on reaching your specific target market than marketing to the general populous at large.

4. Success in is the service

Serve before you sell. Goodwill is the only asset that competition cannot undersell or destroy. Marshall Field, Businessman and philanthropist.

People expect a certain reaction from a business, and when you pleasantly exceed those expectations, you’ve somehow passed an important psychological threshold. Richard Thalheimer, President, The Sharper Image.

5. Track it Down
Secrets of the Spreadsheet instead on spending more money on your marketing, stop and analyze the money you’re currently spending. Create a simple spreadsheet that can track the rates of response to ads, referrals, direct mail, networking efforts etc. By tracking the rates of response to each promotional effort you’ll be able to determine where your marketing is paying off (or not). If you can’t measure your marketing, you have to questions if it’s worth doing.

6. The Web Way
Internet inconsistency to keep both prospects and surfers coming back to your Web site time after time, put useful information there and keep it updated. Content is king on the Internet. In traditional advertising it’s usually wise to have 90% of the piece for persuasion and 10% for information, marketing on the Net is just reverse: 90% information and 10% persuasion.

Newsgroup Netiquette you can solicit clients through newsgroups on the Internet by surfing the bulletin boards relevant to your target market and answering the questions of users. Be careful to note the newsgroup’s rules on advertising and spamming, however, you don’t want to be the recipient of flame emails.

Signature Selling use an e-mail signature, a small blurb that automatically attaches to the end of your e-mail and newsgroup postings that allow you to add information about you, your company, or your services. This addendum helps spread the word about your offerings without actually selling.

7. Just the Fax
Every day your company sends faxes, usually on cover sheet with empty space just begging to be used. So why not make faxes work twice as hard for you? Redesign your fax cover sheets to include news about your company for customers and contacts.

8. Tag! You’re It
When you get someone’s answering machine and decide to leave a message there are several ways to ensure a return call. Don’t give your sales pitch to the machine. Your objective should be to pitch in person. You can leave your just your first name and phone number (in a very businesslike manner). Calls are returned in inverse proportion to the amount of information left by the caller.

9. Create a Strategic Marketing Plan
Sure there’s a lot involved to make sure that your marketing efforts work. What’s the best way to make sure that you cover all the major do’s and don’ts? First start by creating a plan of attack. Define your goals and devise the actions necessary to reach them. Maintain check lists to help you remember all of the important points

10. Make Your Business Cards Work for You
Think of business cards as a mobile, one-dimensional version of yourself. A miniature you not waiting to happen but present and accounted for as long as the card is in circulation. Watch what happens when you hand out your business card. Frequently the recipient looks at both the front and back. Use the back to add a message, an appropriate quote, or pertinent information.

Instead of printing your business cards on standard stock, explore alternative materials and styles. Use translucent paper, shiny paper, textured paper, etc. Have the cards cut into a unique shape that is appropriate for your specialty. Be sure to include all contact information, use your company tag line or mission statement, include your logo.

Business Card Don’ts
1. If your contact information changes, do not cross them out and write in the new ones by hand.
2. Don’t use neon card stock
3. DON’T USE ALL CAPITAL LETTERS, THEY ARE HARD TO READ.
4. Don’t use too many typefaces.

Natalie J. Armstrong is the Founder and Managing Director of Golden Media a marketing and consulting firm dedicated to promoting resolution industry. She is the author of The Essential Guide to Marketing Your ADR Practice and speaks internationally on business development and the successful marketing strategies of the conflict resolution industry. More ADR Practice Development articles and information about Ms. Armstrong and Golden Media can be found at www.MarketingMediation.com.