Hey Therapist Entrepreneurs,
It’s 10:18 p.m., and I’m finishing the Worth It Practice newsletter.
I typically don’t finish this newsletter the night before I send it out, especially not this late. But I’m in the middle of building right now, and things have been a little chaotic. This is the first time I’ve actually had a chance to sit down and reflect. Really reflect on what I’ve been listening to this week.
And it’s interesting, because the episodes that stood out to me all seem to point to the same things I’ve been trying to figure out in my own business right now.
How do I tweak my marketing so that it’s actually good? How do I do it in a way that’s not going to break the bank? How do I stay consistent with marketing, even on the days when I’m tired and still need to show up?
The thing about marketing is that it’s essentially a way of telling people who you are over and over again.
And that’s a little scary.
Because people can reject you. And nobody likes that.
I know therapists like to say we don’t like marketing because it feels too salesy, or like it goes against our values, or gets too close to capitalism.
But honestly, I think it’s fear.
It’s the fear of being seen and not being wanted. And what that would actually feel like.
And when you know that what you’re doing is good, and that the people around you are doing good work too, it’s actually a problem not to let people see you.
At least… that’s what I’m thinking at 10:20 p.m. on a Tuesday night.
My 3 Favorite Episodes This Week
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For remembering the true value of email marketing.…
Sometimes you have something that works... and then you listen to a podcast and realize it could be so much better.
That's what happened after I listened to this recent episode of the Business Savvy Therapist, which discussed email marketing in depth.
In my group practice, I've had a weekly email newsletter for over a year. Actually, it's twice a week. Do you want to know who inspired that? Nicole McCance. I thought I had figured out the email marketing game, but after listening to her most recent episode, it turns out I still have some things to learn.
Nicole talks about structuring your newsletter so that it doesn't feel like a newsletter at all, and instead becomes something people actually want to open.
That's the key.
Because writing a newsletter is time-consuming. And if you're going to do it, you want to make sure it's something people actually connect with and open. Otherwise you're wasting your time on something that isn't working.
Now my entire plan is to revamp my newsletter strategy, which by the way is free, using the strategies from this podcast.
If you've been sending emails and have a feeling they could be performing better, this episode is worth a listen.
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For showing up in your marketing (especially when you don’t feel like it)...
Most therapist entrepreneurs hate marketing. I'm the odd exception.
I've always loved it, but maybe that's because I've chosen to.
In the new episode of the Bad Therapist Podcast, Felicia discusses how changing your mindset around marketing can actually lead to better results and also less distress about doing something that feels uncomfortable for you.
Here's a simple switch: view your marketing as a devotional practice that you just do on a regular basis, without obsessing about how uncomfortable you are or the outcome that will happen.
To be honest, this reminds me a lot of podcasting.
When I'm recording my podcast, I just sit down and share something genuine on a regular basis. I try not to overthink. I don't think about the exact results. I just know that if I keep recording and putting that content out there, eventually good things will happen.
Was it uncomfortable at first? Yes. Have I grown to love it? Absolutely. In fact, enough to have two podcasts (check out Educated Parent if you haven't so far).
There are still days where I don’t feel like recording a podcast. They’re rare for me, but they happen. And on those days, it’s not really about whether I’m into it. It’s about part of the way that I create and my commitment to showing up for you every week.
I think there's really something to be said for just doing an uncomfortable thing on a regular basis, with consistency, until we start to see the results.
If you've been hesitating in your marketing, this episode is worth a listen.
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For the reality check you didn’t know you needed…
When you're working long hours, running programs, and dealing with RVUs, it's easy to start imagining the glorious freedom of the private practice side of things.
In your fantasy, maybe you see 12 clients a week, charge premium private pay fees, and basically work part-time. You’re home with your kids whenever you want.
At least that’s what all the podcasts are promising right now. It sounds amazing.
But what if I told you the private pay dream isn’t real… at least not right away?
The problem with believing you can have it immediately is that you end up frustrated and disappointed when you don’t slip into that part-time life overnight.
You start wondering:
Am I doing everything wrong?
Am I struggling more than everyone else?
Why is my 12-hour-a-week fantasy actually a 60-hour-a-week reality right now?
If you want a realistic look at what building a business actually requires, and the kind of time you have to put in before you see the results you want, this episode is worth a listen.
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Leah's Personal Story Time:
When dog poop is the least of your problems
Have you ever had a week when so many things went wrong that it started to feel a little funny?
Like you’re just watching things fall apart and laughing because there’s not much else you can do.
This has been that week for me.
I can’t think of a recent time when I’ve been pulled in so many directions. Without meaning to be, I'm the primary marketing director right now, creating Psychology Today profiles and thinking about Instagram Reels. With a dash of admin staff turnover, I’m also suddenly the admin. And tomorrow I’ll be back in the trenches taking matching calls and doing a job I haven’t done in five years.
Which is kind of wild.
But also… I actually think it might be helpful.
The problem with being the CEO of a company that’s growing is that you stop really understanding what’s going on on the ground. You’re getting your information from other people, and you have to trust that their take on things is accurate.
But when it’s you talking to clients, hearing what they’re struggling with, helping them figure out which therapist is the right fit, hearing them react to pricing, sitting with them while they decide… that’s real information.
That’s the kind of information that makes your marketing better.
And it’s something I probably need right now.
So maybe there’s a silver lining to my office manager being on vacation in Peru and me stepping back into something that used to be my bread and butter and now feels a little outside my comfort zone.
Also, just to round out the day, my son stepped in dog poop and I had to give him a shower.
Which honestly feels about right for this week.
Sharing is caring!
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Hope these resources help you grow your practice this week! Here's to your continued growth and success!
Warmly,
Leah
CEO of Thriving Child Center and PCIT Experts
Host of Educated Parent Podcast
Host of The Worth It Practice Podcast
CEO of Worth It Practice Consulting
