What makes you return to a website? And what makes you return regularly to some of them, perhaps bookmark them or sign up to be notified when they’re updated? Most people return to a site because it does one or more of the following:
- It’s informative on a topic of interest.
- It helps solve a problem.
- It entertains.
- It offers an original perspective unavailable elsewhere.
The best ways for you to use a mediation business blog, then, are for you to do one of the above for your prospective audience. Let’s walk through each and consider how you might do that. You’ll find this next set of exercises easier if you have your responses for Exercise 4.2.2 easily visible.
Exercise 5.1.1: How can you create return visitors with your blog?
Consider your ideal target market for a moment, then write out your answers to the following questions. Try to avoid generalist answers that would fit any market (e. g., “Tell them about mediation”). Instead, try to speak directly to their interests.
- What topics interest them? How could you be an information resource on one or more of those topics? Consider topics that aren’t only conflict-related.
- What problems do they specifically have and what could you write about that helps them solve them (without giving all your talent away!)?
- What kinds of things entertain people in your target market? How could you use a website to entertain in that way?
- What can you offer them that isn’t just a re-stating of someone else’s work or ideas? In other words, what would make you unique to your ideal audience?
One mediator I know is interested in reaching a target market comprised of artists and craftsmen. James might answer the above questions this way:
- Become the go-to information resource on topics such as negotiating with galleries, contracting effectively with patrons, confronting difficult conversations in artists’ co-ops, and other content associated with art entrepreneurship.
- Help artists and craftspeople solve problems by blogging about unique contract clauses, how to get conflict management support without breaking the bank, or by offering an online clearinghouse of problem-solving resources on topics indirectly related to conflict resolution.
- Entertain with funny or moving stories about others in their field with compelling negotiation stories, interviews with gallery owners, guest blogs by craftspeople, and conversations with art school teachers and museum curators.
- Be a unique voice for craftspeople by engaging topics that other sites aren’t covering or approaching it in a way they aren’t, by using original art to decorate her site, by partnering with an art school in his geographic area to co-sponsor article series that correspond to lecture series on art entrepreneurship.
Notice that none of James’ answers are generic…none proposes to blog on “what is mediation” or “why mediation is a good choice.” Instead, all speak clearly to the specific questions, needs and problems of James’ chosen audience…when they find him, they’ll immediately know he’s talking to them.
Making Mediation Your Day Job by Tammy Lenski is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 United States License. Based on a work at MediatorTech.com.
