Top tips for Marketing: Mediators and other neutral professionals

9 August 2023

Marketing Tips for Mediators and Other Professionals

In this short article, we explore how mediators and other neutral professionals can increase their visibility and encourage clients to engage with you.

Whilst there are some common themes about marketing and most advice centres on online promotion, there’s more to consider if you want to go from good to great.


  1. Understand your services and how you add value – mediators and other neutrals need to be clear about the range of services offered and how these fit with your ideal clients. Mediation and conflict resolution generally are known as distress purchases i.e. will only be sought when there is conflict to resolve. It is always better to have a range of services that support both distress purchases and longer term relationship building. Adding value to your clients may include advice and guidance, consultancy support, resolution, training or other services as appropriate.
  2. Get your key messages right (and make it easy to find you) – clients do not need the vanilla approach of ‘what is mediation’ style content. Enhance your position by knowing exactly what your prospective clients need to know and addressing those questions. Take them on a journey and tell them what to expect when engaging with you. When they have found the information, make it super easy for them to pick up the phone or send you an email.
  3. Write a stand-out professional bio – your professional bio is a style of your curriculum vitae. It is not your employment history. The purpose of a professional bio is to set out your experience and qualities to encourage your prospective client to select you as their professional. Your professional bio should be supplemented with references and testimonials, website, social media, and other points of contact to allow the reader to search and read more about you. Keep your bio to 1-2 pages and in the third person (Jane is…Kevin is…etc.).
  4. Know your market and prospective clients – it is important to research and fully understand who your prospective clients are and who you need to talk to. We always suggest that you think about who your ideal clients are (client avatars – providing an example of the types or organisations you want to work with). Consider who will likely engage with you and where they find information, and who they network with etc.
  5. Have a clear sales funnel – sales and marketing go hand-in-hand. There’s never one without the other! Your marketing efforts should align with your sales aims. A sales funnel is the process of narrowing down your targets (larger pool) to your clients (smaller pool). All sales funnels should be clearly set out and should include existing and new client interactions and communications. Top tip – start with what you want to end up with and work backwards!
  6. Be online and visible – online visibility is important and should not be underestimated. However, getting top spot on the first page of Google and Bing is tricky without advertising…there are other ways to improve your own visibility which include being on Google Maps and Bing Places; being listed on key online directories; and consistent social media and content sharing. Leading social media sites are visible in search results so ensure that you are listed on LinkedIn and Facebook and any others that fit your overall strategy. Review your profile on all sites to ensure that these are all consistent and set out your services and official title.
  7. Be actively networking in-person – networking is your life-blood as a business owner. However, make sure that you are attending the right events and have a networking plan. If you are attending events and are not coming away with new contacts, leads and potential work or referrals, you should take time to pause and reflect on your approach. Is the event attended by your ideal clients? If not, perhaps seek out alternative networking groups. If the right people attend but you are not making progress, it’s time to review your networking strategy. Are you connecting properly and are you following up? Do you schedule 1-2-1s and are you asking for mutual introductions?
  8. Think about your clients’ needs – Don’t fall into the trap of selling you and how brilliant you are. Even if you are incredibly amazing, it’s important to think about what problems you are solving for potential clients. They need to know how you will help and what they can expect from your services. Your client prospecting journey is very important to get right and ensure that you hook potential clients in to calling you.
  9. Plan your themes and content – marketing includes writing and sharing content. We have placed this lower down the list because you need to get the above points right first! When you arrive at your content planning and creation stage, it is important to think about your clients, your services, the sales funnel, and where your potential client is on their buying journey (whether they are ready to buy (hot lead), exploring options (warm lead), or just browsing (cool lead)). Your content should consider each audience type and be focused on providing information and added value (quick tips and takeaways) to ensure that it is useful now, and a reference point to interact with you in the future.
  10. Measure your results and review progress – your marketing plan should include some benchmarks and methods for measuring your success. Marketing benchmarks can include number of leads, number of 1-2-1s, converted clients, income generated, engagement levels with content, website traffic etc. Make sure that you know what you are tracking and set review points to monitor progress and review as necessary. You will find that you’ll need to adjust your plan until you find a good working model for your business.


If you need help with marketing or promoting your business, or assistance with strategy, content or design, please talk to our team on 03300 431 757 or head to our Business Development Services page: https://disputeresolutionagency.com/business-development-services

Expert Advice

17 December 2024
Business Owner vs. National Retailer Introduction: Small business owner, Sarah, had been running her boutique clothing store for five years when she noticed that one of her designs was being sold at a national retail chain. After conducting further investigation, she discovered that the retailer had copied her design without permission and was making a significant profit from it. Feeling frustrated and violated, Sarah sought legal advice and was advised to take legal action against the retailer. Problem: Sarah faced two major obstacles in this situation - first, taking legal action would be time-consuming and expensive for her small business. Secondly, there was no guarantee that she would win the case and receive the compensation she deserved. On the other hand, the national retailer had a team of lawyers and could afford to prolong the legal battle. Solution: Instead of going straight to court, Sarah decided to try mediation as an alternative dispute resolution method. She reached out to a professional mediator who specialised in business disputes and explained her situation. The mediator suggested that they invite representatives from both parties for a mediation session. During the mediation session, Sarah presented her evidence and explained how the retailer had copied her design without permission or any form of compensation. The representatives from the retailer argued that they were not aware of Sarah's design and claimed that it was merely a coincidence. Outcome: Through effective communication facilitated by the mediator, Sarah and the retailer's representatives were able to understand each other's perspectives. The mediator also helped them identify the strengths and weaknesses of their cases. With the help of the mediator, a compromise was reached - the national retailer agreed to pay Sarah £75,000 in compensation for using her design without permission. In exchange, Sarah allowed them to continue selling the design with proper licensing and royalties. Benefits of Mediation: This successful mediation not only saved both parties time and money but also allowed them to maintain a positive business relationship. By avoiding a lengthy legal battle, they were able to focus on their businesses instead of being consumed by conflict. Moreover, through active listening and effective communication during the mediation session, both parties were able to understand each other's concerns and find a mutually beneficial solution. This helped them build trust and respect, which could have been damaged if they had gone to court. Conclusion: This case study highlights the effectiveness of mediation in resolving business disputes. It not only helps save time and money but also promotes better communication and understanding between conflicting parties. As a small business owner, Sarah was able to protect her rights and receive fair compensation without having to go through the stress of a legal battle. Mediation can be a powerful tool for SMEs in resolving conflicts and maintaining positive relationships with other businesses. So, it is important for business owners to consider this alternative method before resorting to legal action. As the saying goes, "a stitch in time saves nine," proactive early intervention through mediation can prevent conflicts from escalating and benefit all parties involved. Overall, mastering conflict resolution skills and using effective communication strategies can empower business owners to navigate disputes with confidence and care, leading to better outcomes for themselves and their businesses. In conclusion, resolving conflicts in business is not always easy, but it is essential for maintaining healthy relationships and promoting a positive working culture. Through mediation, active listening, crisis management techniques, and negotiation skills - business owners can effectively resolve disputes and turn them into opportunities for growth and collaboration. By learning from case studies of successful resolutions like Sarah's, SMEs can build a conflict-resilient culture and achieve long-term success in their industry. So, it is crucial to prioritize conflict resolution strategies and invest in building strong communication skills to navigate any legal disputes that may arise with confidence and care. Remember, effective conflict resolution is not about "winning" or "losing," but rather finding a solution that benefits all parties involved. Mediation provides a neutral ground for productive discussions and helps avoid the emotional and financial toll of going to court. With the increasing use of technology in modern dispute resolution, SMEs can now access mediation services remotely, making it even more convenient and cost-effective. In today's fast-paced business world, conflicts are inevitable. However, how we handle them can make all the difference. Mediation offers a collaborative and efficient way to resolve disputes, making it an essential tool for SMEs to have in their arsenal. By promoting understanding and finding win-win solutions, mediation can help businesses build stronger relationships and foster a positive environment for growth and success. So whether you are a small business owner or part of a larger corporation, consider mediation as your first course of action when faced with a potential legal dispute. It may just save you time, money, and unnecessary stress while also preserving important business relationships. As Sarah learned from her experience - mediation is not only about resolving conflicts but also about creating a win-win situation for all parties involved. So, embrace this conflict resolution method and watch your business thrive. Always remember that effective communication and collaboration can turn any conflict into an opportunity for growth and success. Empower yourself with the necessary skills and resources to handle conflicts in a proactive and positive manner, and you will be on your way to creating a healthier and more productive work environment for your business.
by Will Chalmers 3 December 2024
The Scenario: John had been renting an apartment from his landlord, Mr. Smith, for two years. However, in the last few months, John noticed mould and dampness starting to appear on the walls of his bedroom. Despite repeatedly bringing this issue to Mr. Smith's attention, no significant action was taken to address it. Frustrated with the lack of response and increasing health concerns caused by the mould, John decided to withhold rent until the issue was resolved. This led to a heated argument between John and Mr. Smith, with both parties unwilling to budge from their respective positions. The Conflict: John felt that he was entitled to a habitable living space, and the presence of mould and dampness was a breach of his rights as a tenant. On the other hand, Mr. Smith argued that John's negligence in maintaining proper ventilation and reporting the issue promptly led to the growth of mould. The conflict escalated quickly, with John threatening to move out and Mr. Smith considering legal action for unpaid rent. The Mediation Process: At this point, both parties decided to seek mediation services before taking any further action. A mediator was appointed, and both John and Mr. Smith were given an opportunity to express their concerns in a neutral setting. The mediator helped facilitate communication between John and Mr. Smith, allowing them to understand each other's perspectives and come up with a mutually agreeable solution. Through open dialogue, it became clear that the root cause of the mould issue was a combination of poor ventilation in the apartment and John's failure to report it promptly. The Outcome: With the help of mediation, John and Mr. Smith were able to reach a resolution that benefited both parties. Mr. Smith agreed to hire professionals to fix the ventilation system and address the mould issue, while John agreed to take responsibility for maintaining proper ventilation in his apartment. Additionally, an agreement was made for John to pay reduced rent until the issue was fully resolved, and he would receive compensation for any expenses incurred due to the mould. Conclusion: Thanks to mediation, John and Mr. Smith were able to resolve their dispute amicably and find a solution that worked for both of them. The mediator helped facilitate open communication, understanding, and collaboration between the landlord and tenant, allowing them to address the root cause of their conflict and find a mutually beneficial resolution. This successful outcome highlights the benefits of using mediation in landlord-tenant disputes. It not only helps resolve immediate conflicts but also promotes better communication and prevents future issues from arising. In this case, mediation was a cost-effective and efficient way to address the issue without resorting to expensive legal proceedings or damaging the landlord-tenant relationship. So, it is always worth considering mediation as a first step in resolving any disputes between landlords and tenants. After all, finding a mutually beneficial solution is more valuable than winning an argument. Need help with your Landlord and Tenant issues? Contact us by calling 03300 431 757 or via help@disputeresolutionagency.com or check out our Housing Resolution page for more information .
by Will Chalmers 13 November 2024
The Scenario: Samantha had been working as a sales executive at a multinational company for five years. She was an efficient and dedicated employee who always met her targets and received positive feedback from clients. However, Samantha felt that she was being treated unfairly by her line manager, Mr. Smith. She noticed that her male colleagues were receiving higher salaries despite having similar job roles and responsibilities. Feeling frustrated and undervalued, Samantha decided to confront Mr. Smith about the pay disparity.  However, instead of addressing the issue, Mr. Smith dismissed her concerns and told her to focus on her work instead of worrying about other employees' salaries. This response only added to Samantha's frustration, and she began to feel demotivated and unappreciated. The Conflict: Samantha felt that Mr. Smith's dismissive attitude was a form of discrimination, and her repeated attempts to address the issue were being ignored. She also noticed instances where Mr. Smith would give preferential treatment to male colleagues, such as assigning them high-profile projects or allowing them more flexibility with their schedules. Samantha decided it was time to take action and considered submitting a formal grievance against Mr. Smith for unfair treatment and gender-based pay discrimination. However, before taking any legal action, she reached out to the company's HR department for mediation services. The Mediation Process: A trained mediator was assigned to Samantha's case, and both parties were given the opportunity to express their concerns in a safe and neutral environment. The mediator helped facilitate open and honest communication between Samantha and Mr. Smith, allowing them to understand each other's perspectives. While Mr. Smith initially denied any discrimination or unfair treatment, the mediator encouraged him to listen actively and consider the impact of his actions on Samantha's morale and job satisfaction. Through effective communication techniques, the mediator helped both parties identify the root cause of their conflict – lack of transparency in salary negotiations and unconscious bias towards gender roles. The Outcome: With the help of mediation, Samantha and Mr. Smith were able to reach a mutually beneficial agreement. Samantha was given a raise to match her male colleagues' salary, and she was also allowed more flexibility in her schedule to balance her work and personal life. In return, Samantha agreed to take on additional responsibilities and actively participate in the company's gender equality initiatives. The mediation process not only helped resolve the immediate conflict between Samantha and Mr. Smith but also promoted better understanding and communication within the workplace. It created a win-win situation for both parties by addressing the underlying issues and finding a solution that benefited everyone involved. Conclusion: Samantha's case is an excellent example of how mediation can effectively resolve workplace conflicts without resorting to formal grievances or legal action. By providing a safe and neutral space for dialogue, mediation can help parties understand each other's perspectives and find common ground for resolving disputes. In this case, Samantha was able to secure fair treatment and equal pay, while Mr. Smith learned the importance of transparency and unbiased decision-making in the workplace. This successful outcome highlights the benefits of utilising mediation in business settings, especially for small and medium-sized enterprises. By promoting open communication, understanding, and collaboration, mediation can foster a positive work environment that supports growth and success for both employees and the company as a whole. So next time your SME is faced with a workplace dispute, consider mediation as an effective way to resolve conflicts and preserve valuable relationships within your organisation. Need help with your workplace conflict or dispute? Contact us on 03300 431 757 or by email via help@disputeresolutionagency.com or check out our page on workplace mediation .
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