There’s an old marketing story about selling shovels.
Some marketers sell shovels by focusing on features: The strength of the shovel, the comfort of the grip, the weight of the item, the durability of the materials, the beauty of the design.
The smart marketers sell shovels by focusing on the benefit they create. So they focus on the holes buyers want to dig, not the shovel they want to sell.
When you market your mediation services, are you selling shovels or holes?
Copyright © 2007 by Tammy Lenski. All rights reserved.
Dr. Tammy Lenski helps people resolve conflict in ongoing business and personal relationships and bring their "A" game to difficult conversations. Since founding her NH-based conflict resolution firm Myriaccord LLC in 1997, Tammy has worked with individuals and organizations worldwide as a master mediator, executive coach, speaker, and educator. Author of the award-winning book, Making Mediation Your Day Job, she recently received the Association for Conflict Resolution’s prestigious Mary Parker Follett award for innovative and pioneering work in her field. Her second book, The Conflict Pivot, was released in 2014.