Written by Collaborative Marketing Coach, Eric Sachs

The Collaborative Process offers a powerful, dignified alternative to traditional litigation for resolving conflicts, especially in divorce and family law. As a Collaborative professional, your mission is to help clients transition through challenging times with integrity and mutual respect. However, your ability to do this work hinges on whether people in need understand and choose the Collaborative Process. Effective marketing, therefore, becomes a vital part of your practice.

Most people are unfamiliar with the Collaborative Process, so education is at the heart of your marketing strategy. Use clear and relatable language to explain.

• What the Collaborative Process is and how it works.
• The benefits compared to litigation (e.g., privacy, cost-effectiveness, control, and reduced emotional strain).
• Real-life examples and success stories (while respecting confidentiality).

Blog posts, webinars, social media posts, and community presentations are excellent ways to educate potential clients. Position yourself as a trusted resource who provides clarity about this often-overlooked option.

Understand who your ideal clients are and what matters most to them.

• Parents may prioritize preserving co-parenting relationships.
• Business owners may value privacy and efficiency.
• Couples seeking amicable separation may appreciate the emphasis on mutual respect.

Customize your messaging to address these specific needs and concerns. When your audience feels seen and understood, they’re more likely to consider the Collaborative Process.

A robust online presence is essential for reaching modern clients.

• Professional Website: Create a website that explains the Collaborative Process, highlights your expertise, and provides easy ways to contact you.
• Search Engine Optimization (SEO): Optimize your website and content with keywords potential clients might search for, such as "Collaborative divorce near me" or "amicable separation."
• Social Media: Share informative and engaging posts on platforms where your target audience spends time.
• Email Marketing: Build a mailing list and send regular newsletters with tips, resources, and updates about your services.

True to the spirit of collaboration, marketing the process often involves partnering with other professionals. Build relationships with like-minded professionals and educate them about the Collaborative Process. They can become valuable referral sources who recommend your services to their clients.

Clients choose professionals they trust and resonate with. Highlight what makes you unique.

• Your background and training in the Collaborative Process.
• Your communication style and ability to foster cooperation.
• Your commitment to helping clients achieve solutions tailored to their needs.

Use client testimonials (with permission) to showcase the value you’ve provided in past cases.

Local community engagement can significantly boost your visibility and credibility.

• Hosting workshops or informational sessions about the Collaborative Process.
• Participating in local events and networking opportunities.
• Writing articles for local publications or appearing on local podcasts.

When people associate your name with the Collaborative Process, they’re more likely to reach out when they need help.

Marketing is not a one-time effort but an ongoing commitment. Develop a consistent strategy that aligns with your values and mission. Authenticity is key; clients can sense when you’re genuinely passionate about helping them.

Track your marketing efforts to understand what’s working and what isn’t. Use tools like Google Analytics, social media insights, and client feedback to gauge the effectiveness of your campaigns. Regularly refine your strategy based on these insights.

Properly marketing the Collaborative Process requires a blend of education, empathy, and strategic action. By focusing on your audience’s needs and demonstrating the value of collaboration, you can help more people discover this transformative approach to conflict resolution. As a Collaborative professional, your marketing efforts not only grow your practice but also promote a healthier, more respectful way of resolving disputes—a win-win for you and your clients.