When ADR professionals are developing online content,
words are everything.

Do you ever wonder why your websites and marketing messages aren’t producing the kinds of results you were hoping for? Are you questioning the effectiveness of your social media and other online marketing efforts? You’re not alone.

Profitability depends on delivering pertinent content and desired solutions to a specific audience.

ADR Professionals have an easy time telling people close to us why our company is unique, why our work is amazing, and why more people should know about all the insanely cool things we do. But when we try to formalize that message in any way—developing website copy, writing an article, or creating a company presentation—we sometimes lose that human message.

If you’re building websites, writing blog posts, or any kind of copy directed at your potential client, you need to know them so well that you can, quite literally, finish their sentences. Sure, it’s about the important legal items we convey, but it’s also about how and why we say them.

Marketing Words

If your keywords don't match the terms that your clients search, they won't be able to find you. For example, let's say you describe yourself as a "collaborative lawyer." Your ideal client, however, doesn't know the phrase "collaborative lawyer" when searching an alternative divorce process. Instead they search keywords such as "amicable divorce." As a result, they don't find you in their search.

TOP Three ADR Communication Tips

  • Beware of industry jargon: The family law industry has its own lexicon of industry jargon and its so easy to use it in our everyday communications and public marketing. Trouble is, unless you are speaking to other industry professionals, industry jargon will likely only confuse your potential clients and worse, make them feel alienated.
  • Speak and write like your clients. Consider that you may not be speaking the right language to get the attention of your ideal clients. One of the biggest mistakes ADR marketers make is to use language that represents their professional experience rather than the language actually used by their ideal clients. It’s essential that you do your homework and speak the everyday language that your target clients use.
  • Use language that garners attention: You’re able to provide the solution for issues challenging your client. Use language that instantly answers their feelings right now. What primary emotion is your ideal client feeling at the exact moment they are researching your ADR services? What is going through your client’s mind? What specific words does your client use to describe you, your service, and the potential results they will experience because of your help.
ADR Marketing Standing Out in the Sea of Sameness

ADR financial professionals play a prominent role while advising clients on the financial elements of the separation process. It stands to reason that they should take the lead on the aspect of the process that collects and verifies all of the financial documents. Using ODR Technologies, financial professionals can take ownership of the process, directing clients from the beginning of the separation process all the way through to the creation of their separation agreements. This may change the nature and scope of their work as they may now initially lead the client and then connect them with other professionals rather than only joining an existing client file.

ADR Power Words

Power Words That Tap into Emotion

Emotion drives most purchases we make. Use emotional Power Words to motivate your prospective clients to feel something which just might result in a contact lead.

Obsession
Pioneering
Unsurpassed
Confidential
Bold
Tempting
Unconventional
Astonishing
Epic
Explosive
Secret
Unusual
Daring
Imagine
Discover
Create
Polarizing
Inspire

Power Words That Tap into Fear

Fear is a powerful motivator. The fear of mistakes, of spending money we don’t have, or of rushing something which should be done carefully. Use words that speak protection.

Fooled
Beware
Blinded
Alarming
Devastating
Heartbreaking
Hoax
Prison
Revenge
Risky
Avoid
Scary
Backlash
Costly
Assault
Frantic
Hazardous
Untested

Power Words Make People Feel Safe

Trust is everything online. Do not assume that you are perceived as legit. Use specific words to convey trust and to ensure your prospective clients feel safe before engaging with you.

Authentic
No-Strings Attached
Secure
Privacy
Backed
Lifetime
Tested
Better
No-Obligation
Forever
Proven
Moneyback
Protected
Verified
No Questions
Endorsed
Certified
Anonymous

Power Words Imply Urgency

People are more incentivized to engage with your services if they think they’ll miss out otherwise. Use these power words to imply urgency to your offer, promotion, or content.

Now
Exclusive
Scarce
Rare
Immediately
Instantly
Surging
Hurry
Only
Double
Limited
Limited-time
Limited-edition
Temporary
% Signs
$ Signs
Free
Essential

Power Words That Show Value

Unless you show the value of engaging your services, clients are not going to. It’s as simple as that. Here are the essential marketing words which can be used to show value.

Proven
Affordable
Convert
Detailed
New
Remarkable
Guaranteed
Unique
Improved
Tested
Immediately
Bonus
Advanced
Results
Effective
Impactful
Increase
Lifetime

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SIËSDE Dispute Resolution Technologies, innovates, creates and prototypes legal and dispute resolution technologies specific to Family Law and Alternative Dispute Resolution processes such as mediation and collaborative law.

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