Serve First, Sell Later Marketing

#72 How to Stand Out in a Crowded Legal or Mediation Market

• Sylvia Garibaldi • Season 1 • Episode 72

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In today’s episode, Sylvia Garibaldi tackles one of the biggest challenges for legal, mediation, and divorce professionals — how to differentiate yourself in an oversaturated market. With so many professionals offering similar services, standing out is no longer optional — it’s essential. Sylvia walks you through the same step-by-step process she uses with her clients to help them identify their unique value, communicate it clearly, and attract their ideal clients. From discovering your superpower and niche to building your personal brand and leveraging technology, this episode is packed with practical advice you can implement right away.

In this episode, you’ll learn:

  • (00:05) Why it’s more important than ever to stand out in a saturated market
  • (04:15) How to identify your superpower by listening to what clients appreciate most
  • (06:27) Personal branding 101
  • (08:42)The importance of building real relationships
  • (11:17) The four parts of a strong UVP. Appeal, exclusivity, credibility, and clarity — with actionable examples

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00:05 - Sylvia (Host)
Hello everyone and welcome back to Episode 72 of the Serve First, sell Later Marketing Podcast. I'm your host, sylvie Garibaldi, and welcome to the show. I'm so glad you're here with me today, whether you're tuning in from your morning commute, or maybe you're on your lunch break, or maybe you're just winding down after a long day. Thank you for making time to join me. So today I'm diving into a topic that I think is more important than ever, and that is how to stand out as a lawyer, mediator or divorce professional in such a crowded market. Let's be honest, there are a lot of professionals out there doing what you do, and I think every day we see new professionals entering the field, and clients have more choices, now more than ever. So how do you make sure you don't just blend into the background and why should a client choose you over someone else? And that's exactly what we're going to be talking about today. So in my work as a marketing strategist, I have had many a conversation with professionals about what makes them different, what makes them stand out, what is their superpower. So in today's episode, I want to share with you the process that I use to get our clients to the finish line, so that you can achieve this as well. So here's the big question what really sets your services apart from all other professionals out there? And, just as important, how can you communicate that difference in a way that makes people sit up and take notice? And maybe you've asked yourself these questions before. Maybe you're still searching for the answers. Either way, you're in the right place, because I'm going to break this all down into simple, practical steps and we're going to talk about what makes you unique and how you can share that message with the people who need to hear it most. So let's get started. Who need to hear it most? So let's get started. So I want to jump in right here and talk about why it's so important to stand out in your field, because here's the truth the legal and mediation world is absolutely packed. Every year, more lawyers, mediators and divorce professionals enter the market, and so there are several millions worldwide all offering similar services, and if you look online, you'll see page after page of professionals all promising to help with your legal mediation or divorce needs. 

02:37
Now, what happens when there are so many choices out there? Well, I think, very simply, it gets harder and harder for clients to tell you apart If you all look and sound the same. People start to see you as just another face in the crowd, and I think that can be a really big problem. Because when you blend in, a few things can happen. First, your work can start to feel like a commodity, something people shop for based on price alone. And that's when you get stuck in price wars where the only way to win business is to charge less than the next person, and honestly, nobody wants to race to the bottom there. 

03:17
But it's not just about money. When you don't stand out, you miss out on the best opportunities. When you don't stand out, you miss out on the best opportunities Because the clients who really value what you do, they are the ones who are looking for your special skills or your unique approach, and they might never find you, and that means that you're missing out on the work that you enjoy the most. So with so many professionals out there, the people who succeed aren't always the ones with the most experience or the fanciest degrees. In fact, it's the ones who know how to show what makes them different. They are the ones who are standing out. So, in terms of really trying to make a difference here, I think what actually makes you different from everyone else out there is looking at self-awareness, and this just means taking a good, honest look at yourself and your practice. 

04:15
What are you really good at? What do you enjoy most about your work? And maybe you have a knack for breaking down complex legal issues so anyone can understand them. Or maybe you're really good at calming people down in tough situations. Or maybe you have experience in a certain area like working with startups or handling family disputes. So I want you to just take a moment and really think about this. What is your superpower? I want you to just take a moment and really think about this. What is your superpower? What do your clients thank you for? Again and again and I think that's a really important question you may hear your clients saying, wow, that was very helpful, thank you. And so you need to go back to those conversations to really understand what people appreciate about you most. Sometimes we overlook our own strengths because they come so naturally to us, but those strengths are often what set us apart. So think about it. If you're having a conversation with a referral partner, what are they appreciating about you most? What does a prospect appreciate most about you in a conversation that you're having with them. So think about go back to those conversations clients, prospects, referral partners, acquaintances and look at what they are saying about you so you know. 

05:33
The next thing is to look at specialization and finding your niche, because in a crowded field, being a jack of all trades can actually hurt you, and if you've been listening to this podcast for a while, you hear me talk about finding that niche and really being present in your niche market. If you do try to be everything to everyone, you just end up blending in, right. But when you focus on a specific area maybe family mediation or helping small businesses, whatever it is you become the go-to person for that need. So I want you to think about it really. If you needed heart surgery, would you go to a general doctor or a heart specialist? I think the answer is pretty obvious. It's the same for your clients as well. When you specialize, you build trust faster and people remember you. 

06:27
So the next thing to look at is personal branding. Now, I know branding can sound like a buzzword, but it's really just about how people see you. Your brand is what people say about you when you're not in the room. Right, it's your reputation, your style, your values and the way that you make people feel, because building a strong personal brand means being clear about what you stand for and making sure that that comes through in everything that you do your website, your emails, your conversations. In fact, I was having a call with a client the other day and we were trying to dive into what is her superpower, what does she stand for? And she made it very clear in our conversation by me asking the right questions about what makes her stand out, because she's very clear that she doesn't want to sound like the rest of the other divorce professionals out there. And we dug deep and really got into what she loves to talk about, what she loves to write about, what she's most passionate about in her field, and that is becoming her superpower. So when people know who you are and what you're about, they're more likely to trust you and refer you to others. 

07:44
I hope this is making sense. All right, let's talk about technology for a minute. We know that the world is changing fast and clients expect convenience. We know this, and if you're using tools like online scheduling, maybe virtual consultations or even AI to help with research or document drafting, I want to tell you you're already ahead of the game. Okay, because these tools can save you and your clients time, it can make your services more accessible and it really shows that you're keeping up with the times. So, for example, you may offer video meetings for clients who can't take time off work right, they want to do it on their lunch break and they can't travel to your office. So offering video meetings, phone calls, or maybe you use secure online portals so clients can check the status of their case anytime. So these small things can make a huge difference in how clients experience your service. 

08:42
Okay, and I don't want to forget about relationships, because this is a big one. At the end of the day, we know that people do business with people they like and trust. Okay, building real connections with clients, with other professionals and your community, can open doors that you've never expected, and so networking isn't just about handing out business cards at events. It's really about being helpful, it's about showing up, it's about staying in touch. Those three things right there are golden, and when you build a reputation for being reliable and genuine, people will remember you, and when they need help or know someone who does, you'll be the first person that they think of. So to really just quickly sum this up you need to know your strengths, you need to find your niche, you need to build your personal brand, use technology to make things easier for your clients because that's going to improve the client experience and focus on real relationships, and I think these are the things that will make you stand out, and the best part is that they're all the things that you can start working on today, and it costs nothing to do it, and so there's no excuse as to why you can start working on these things today. 

10:04
All right, so let's talk about something that can really set you apart, and that is your unique value proposition, or your UVP for short. So, not to make things complicated, what is a UVP? It's a simple, clear statement that explains what makes you different and why someone should choose you over someone else. So think of it as your promise to your clients, and a promise that highlights the special value that only you can deliver. Okay, so let me break it down a bit more. A strong UVP has a few key ingredients in this, and so you may want to write this down. So the first is appeal. What draws clients to you? Maybe it's your calm approach during stressful cases, or maybe it's the way you explain things in plain language. We have some clients that are experts at parenting coordination. So think about what is your superpower? What is it that you think draws clients to you? Okay, and ask yourself why do clients keep coming back? What do they say they like most about working with you? 

11:17
The second part of your UVP is exclusivity. So what can clients get from you that they can't get anywhere else? Okay, and this could be a special skill, a unique background, or even a certain way that you handle cases. Maybe you're one of the few mediators in your area who speaks multiple languages, or maybe you have a background in business, so you really understand what companies need when it comes to workplace mediation, because you understand the business environment. Okay, I've heard many people say well, I don't know what really makes me exclusive. I don't think there really is anything, and I'm here to tell you that there is. There is. You just need to dive deep and figure out what it is. Go back to those client conversations. We are all unique individuals and none of us are alike. We can be alike in some ways, but there's always something that's going to make you unique over someone else and you need to understand what that is and dig deep and find it. 

12:19
The third is credibility. Why should people believe you? This is where you back up your claims. Maybe you have great testimonials from past clients great testimonials from past clients. Perhaps you've won awards, or maybe you're part of a respected professional group Some of our clients belong to some really highly respected professional groups and they promote that or maybe your results speak for themselves. Whatever it is, make sure you can show proof. And finally, clarity. This is a big one, folks, and it's one that I see a lot of professionals make mistakes in. So is your message easy to understand? If you can't explain what makes you different in one or two sentences, it's really time to simplify. People are busy. There are so many people and professionals online. They need to get it right away when they see it, when they read it, when they hear you. 

13:16
So let's do a quick exercise together. I want you to sit down and think about this as I'm going through this right now. So number one is what are the three skills or qualities you have that make you a great lawyer or a mediator or a divorce professional? Give yourself a few minutes and really think about what are the three skills or qualities that you have. How do you help solve them? And the third exercise is what's something about your approach that's a little different from others in your field? So I want you to take a few minutes, jot these down, okay. 

14:00
So here's an example to get you started. Let's say you're a family mediator who's also a trained counselor, for example. Your UVP might sound like this. For example, your UVP might sound like this I help families resolve conflicts peacefully, using my background in counseling to keep conversations calm and productive. My clients appreciate that I can help them find solutions without going to court, saving them time, money and stress. So see how that covers appeal, it covers exclusivity and and also clarity. It's pretty crystal clear what I've just said, right? So it's specific, it's believable and it's so easy to understand. So my question to you is what's your UVP? If you can answer that, you're well on your way to standing out in a crowded market, and if you can't do that quite yet, that's okay. Take those questions that I've just given you and take some time to really figure this out and remember. 

15:01
Here's another key point I want to make your UVP isn't set in stone. As you grow and learn as your practice continues to grow, as maybe you add more team members, you expand into different niche markets, you can update it, okay. So please feel good about knowing that this is not set in stone and that it can change, and it probably will. So the important thing is to start thinking about it now and to use it whenever you talk about your work. It could be on your website, in your emails, in your social media, in every conversation you have with a potential client, with a referral partner, with your own clients. So take a few minutes after this episode to finish your notes and really try writing your own UVP. Keep it simple, keep it honest and, most of all, make sure it really sounds like you, and that's how you'll attract clients who are the best fit for you. 

15:55
Okay, so let's talk about how you can actually share your value with the world. So you've figured out what makes you special. Now it's time to make sure that your clients know it as well. So first you have to know your audience, and this means really understanding who your clients are. What are their needs? What are they worried about? What kind of help are they looking for? Are they individuals going through something tough like a divorce, or maybe it's a complicated estate plan, or are they companies looking for ways to avoid conflict in the workplace? 

16:36
It's also important to think about how your clients like to communicate. Some people want every detail in writing. Others just want the big picture. Some clients might prefer a phone call, while others like email or even text. The more you know about your clients, the better you can connect with them. And let's be very clear here we are in a relationship-driven market. Okay, while we are referring to being digital and being online and using online marketing, it really comes down to connecting and building relationships with people. 

17:12
So let's talk about tailoring your message. You wouldn't talk to a big corporation the same way that you talk to a family going through a tough time, right? So for corporate clients, you might focus on things like efficiency, risk management, employee retention, saving money. For individuals, you might talk more about peace of mind, personal attention or guiding them through a very stressful process. It's all about putting yourself in your client's shoes. What do they care about most? What language do they use? And when you match your message with your audience, they're much more likely to listen and to trust you. 

17:53
So I want to share with you a very powerful tool, and that's storytelling and testimonials. What we know is people remember stories way more than they remember facts and figures. So if you can share a real example of how you helped a client solve a problem, that's going to stick with people. And, of course, always respect your client's privacy. But you can talk about the kinds of challenges that you've helped them with and the results that you've achieved, because testimonials are gold. When a past client says she made me feel heard or he helped us resolve things quickly and fairly, that's proof that you deliver on your promises, right. So please don't be shy about asking happy clients for feedback and share those stories wherever you can on your website, in your emails or even in conversations. 

18:47
Finally, it's going to be important to be consistent across all your channels. Okay, so it's your website, your social media, your business cards, your emails, the way you talk in person. They should all tell the same story about who you are and what you offer. In fact, that's a big problem I see with a lot of professionals. When we go in and start doing social media audits, you know they may share with us oh, this is what I do and this is who I help. And when we go through their website and their social media platforms, we don't get it at all, and so we're very forthcoming with that information and we help our clients to streamline their messaging so they start to become known as something, and it's consistent across all platforms. So please pay attention to that. So you want to make sure that your unique value comes through in everything that you do, and so it's going to be super important to know your audience, tailor your message, use stories and testimonials to build trust and be consistent everywhere you show up, and I think when you do these things, you make it easy for clients to understand your value and to choose you over the competition. 

20:03
Okay, I want to share some examples with you. So the first example I want to share with you is James, who is a workplace mediator. So James used to handle all kinds of cases, but he found that he was especially good at helping teams and in companies work through conflicts. So what he did is he started focusing only on workplace disputes, like problems between co-workers or between managers and employees, so that became his specialty, and what he did is he developed a step-by-step process that helps people talk openly and find solutions fast. Okay, I hope that's making sense. So now what's happened is that companies are calling him before things get really bad, because they understand his step by step process right. He's been posting it on social media, he's been delivering it in presentations, he's been using this step-by-step process and highlighting it across all channels, and so he's now known for saving businesses time, money and stress. And because of the narrowing of this focus, james became the first person that companies think of when they need to help with workplace issues, especially between co-workers and managers and employees. 

21:21
Okay, let me share another example with you of an estate planning lawyer. So Sarah noticed that most lawyers in her area used very complicated legal language that confused the heck out of clients, okay, so she decided to do things differently. She really made it a point to explain everything in plain English, and she held a lot of free workshops. Attendees loved how she made things simple and easy to understand and, of course, the word spread. And now Sarah is known as the friendly estate lawyer right, because she explains it in plain language. Friendly estate lawyer, right, because she explains it in plain language. And the end result is she's getting lots of referrals from people who want someone that they can actually understand and trust. Okay, so what do these two examples have in common? 

22:11
Each person took a close look at what made them different, okay, whether it was a skill, a passion or just the way that they explained things. Then they leaned into it and they made it part of their practice. They made it part of their business. It showed up in their social media, it showed up in their presentations, it showed up in their messaging when they spoke to people. This is exactly what I'm talking about when making them sound different and appear different from their competitors. So think about it in your own practice. Is there a group you connect with especially well? Is there a problem that you're really great at solving? Or maybe there's a way that you work that makes clients feel comfortable and confident? Well, guess what? That's your edge. That becomes your UVP. 

22:58
So when you find what makes you different and you share it with the world, you actually stop competing on price and you start attracting clients who need you most, and really that's how you stand out. So I really do believe that there's no one else who brings exactly what you bring to the table. You don't need to be louder than everyone else, you don't have to have the fanciest website or the most followers, but what you do need is clarity on what makes you valuable and the courage to share that value consistently, and that can be half the battle is just sharing this value consistently. So standing out isn't about someone that you're not and I think that's really key to understand. It's about showing up more fully as who you already are. You've got something special and the right clients, the ones who are looking for exactly what you're offering. They're out there. The problem is, they can't find you if you're hiding. 

24:09
So this week, I challenge you to take just one small step. Okay, maybe that means rewriting your website bio so that it reflects who you really are. Maybe it's looking at your LinkedIn profile. Maybe it's posting with a story that shows how you help your clients, or maybe it's simply talking about your unique value. The next time someone asks, what do you do? Whatever it is, please just start, because marketing isn't about being perfect. It's just about being present. And remember when you serve first, when you lead with value and when you stay consistent, your practice will grow, your reputation will grow and your confidence will grow right along with it. So thanks for tuning in today. I hope you found this episode valuable and, if you did, I'd love to hear from you. Please send me a message with your biggest takeaway and, if you haven't already, please make sure to subscribe so that you don't miss future episodes packed with actionable strategies to grow your practice. See you in the next episode.