I have had the privilege of working with hundreds of collaborative and ADR professionals across the country, giving workshops on "How to grow your collaborative practice." This opportunity has given me insight into how professionals are answering the question, "what do you do?" When I ask the question, "what do you do?" more than 95% of workshop participants answer by telling me what they are, i.e. "I am a lawyer, a mental health professional, a divorce coach, a financial specialist, etc." Or they reply, "I am a family law attorney and do collaboration, litigation and mediation." Do the above statements sound familiar? How many times have you answered the "what do you do" question by telling someone "what you are" versus the "value you provide?" When telling someone what you are, such as a divorce attorney, an accountant, or a family therapist, you increase the likelihood that your message is not being received in the manner you intended. This is because people hearing these statements may have a preconceived notion of what a mental health professional or divorce attorney does, or is like. Depending on their experience, this could result in a positive or negative response. In my workshops, there is usually one person who will answer the question with a statement that is different from everyone else. And that statement is usually the one everyone remembers and can easily repeat. Last year in Dallas, Kevin Fuller answered, "I help people resolve their disputes while keeping their personal and economic dignity intact." The year before in Austin, Jennifer Tull answered, "I help people make a smooth transition from being married to being single in the way that is most beneficial for them." These statements were memorable. And the people saying them have thriving practices. One of the most important strategies to growing your practice is mastering your response to the question, "what do you do?" Your answer should clearly communicate the benefits of your service. Your message must be clear, concise, easily repeated and make an impact. Creating an effective core message will require upfront planning and practice. The first step to creating a core message is to develop a statement that will tell prospective clients and referral sources what you do as it relates to their interests, needs and goals. In other words, it answers the question, "what's in it for me?" To create this statement, you will need to shift your focus from yourself, i.e. a description of your services, profession or credentials, to a focus on the solutions or benefits you provide that will appeal to prospective clients and referral sources. A good place to start for creating your core message is to answer the following questions, which will help you to focus on your clients' problems and the solutions that are important to them. 1. Who is your market? 2. What problems do your clients have that you help them solve? (Why do they need your services?) 3. What is the benefit of your service to your market? (What do clients want that you help them get?) Use the answers to these questions to create your core message. Then use it as the foundation for all your marketing communications, including your web site, professional biographies, elevator message , two-minute networking introduction, letters of introduction to prospective referral sources, and radio and publication ads. You can also use your core message in media releases and talking to the media. As you communicate your message to clients and referral sources, do not tell people what you are; tell them what you do as it relates to the value you provide. The universal truth for people hearing your message is, "what's in it for me?" The more effective you are in communicating the answer to this question, the more people will connect with how you can help them or someone they know. The outcome will be more referrals from your personal and professional network, resulting in more cases and an increase in your ADR and collaborative practice. |
