How mediation marketing is like a hole in the ground

October 1, 2007

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?

Tammy Lenski

Dr. Tammy Lenski helps individuals, pairs, teams, and audiences navigate disagreement better, address friction, and build alignment. Her current work centers on creating the conditions for robust collaboration and sound decisions while fostering resilient personal and professional relationships. Her conflict resolution podcast and blog, Disagree Better, are available at https://tammylenski.com/archives/… MORE >