I think part of what makes therapists anxious about marketing is the association with tactics that feel manipulative, and ‘too salesy’. For example, things like scarcity language, inflated promises, and pressure tactics.
These versions of marketing do work for some businesses. But it doesn’t work for therapy practices, and it’s not what I’m suggesting you use.
Here are some marketing ideas that are more aligned with therapy:
Writing that demonstrates your thinking.
Blog posts, social media content, and newsletter essays. These are things that show potential clients how you understand their experience. When someone reads your words and thinks this person gets it, they’re not being sold to. They’re being helped before they even walk in the door. They feel seen, understood and less alone. Not pitched or pressured.
Clarity about who you help.
Therapists often resist niching because it feels like turning people away. In private practice, the opposite is true. The more specific you are about who you work with and what you work on, the more the right people find you. “I work with adults struggling with anxiety” is invisible. “I work with high-achieving professionals who’ve outpaced their own coping strategies” is a sentence that makes someone feel seen.
Showing up consistently in one place.
You don’t have to be everywhere. This doesn’t have to be complicated and pressure filled. Pick one platform or one channel that feels tolerable and show up there regularly. Consistency builds trust over time in a way that one-off efforts never do. Make a game out of it, reward yourself. Anything to make it feel less forced and, possibly, even fun!
Referral relationships.
This is marketing that feels like connection, because it is. Building relationships with psychiatrists, primary care physicians, employee assistance programs, other therapists with different specialties are both good for your practice and good for client care. This also does not have to feel like work. Suggesting a coffee meetup or simply a video call can deepen a referral connection that helps you feel less alone in the private practice world and will help you feel resourced when a referral is needed.
None of these suggestions requires a persona that isn’t yours. What will be most effective marketing-wise for you is an extension of who you already are. Bring your unique traits, interests and communication style to how you share your clinical practice in person and online.
Would you like support on creating your own marketing plan?
Reach out to me today.