By Natalie J. Armstrong
www.MarketingMediation.com 

Do you know what your position in the market place is? 
Do you enjoy the position your practice occupies?

If not, read on!

The niche you occupy determines your position.  You can create your particular
position by differing from your competition.

You can create a position for your practice based on a variety of variables. 

If you don’t have a practice specialty – get one.  You might choose to base your
specialty on previous work experience, personal experience, education or
interest.

A position might also be created from choosing a particular market segment
based on economics or ethnicity.  For instance, you might position your practice
as a “boutique” practice that handles high-end or exclusive clients or vice versa,
you may want to provide service to those folks who would ordinarily not be able
to afford a service like yours.  Another example … if you are a Latin American
practitioner you may want to focus on providing service to other Latin Americans. 

The trick is to do your homework prior to announcing your position in the
marketplace.  If your area is inundated with family and divorce providers (like
most are) then you need to create something about your service that sets you
apart.  Serve your clients warm cookies and milk, change you pricing structure,
your hours of availability etc. 
Natalie J. Armstrong is the Founder and Managing Director of Golden Media, a marketing and consulting firm dedicated to promoting the 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.