Sell the Sizzle Not the Sausage
Ken Clarke, the Justice Secretary, has said he will slash the Legal Aid bill by more than a third. As a result lawyers fear they will lose out on fees and that their most vulnerable clients will lose out on access to justice ~ and they are probably right to be concerned.
However, that isn't the full story because disputes won't simply evaporate, they will move to other venues. The cut and thrust of court will give way to the diplomacy of mediation meetings and I expect the vast majority of lawyers will catch on pretty quickly and give their mediation skills a higher profile on their websites. But, hang on a minute...
What is the best way to attract mediation work? One answer is that having identified a growing niche market you are in an excellent position to craft some targeted marketing copy for your website and other communication channels but don't forget to sell the sizzle not the sausage!
Put yourself in the shoes of those who need mediation services and reassure them that you can supply them with what they 'want'. ( don't assume that just because they 'need' mediation services that they necessarily 'want' mediation services.)
I expect that most parties considering mediation will be looking for a low cost alternative to court. They will want to secure a mutually acceptable outcome relatively quickly and without fuss.' In a nutshell, they want peace of mind. So that is what I would advertise, not 'mediation services' but 'peace of mind'.
Tags: Copywriting, Niche Marketing
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I recently spoke with Lara King of BBC Radio Humberside on the subject of Employment Law. Click on the Play button, above, to hear the interview.