June 10, 2025 • 25 mins
Today, we're diving into a powerful yet often overlooked truth: your marketing is only as effective as it is authentic. You can have the perfect profile or all the right keywords, but if it doesn’t sound like you—the real, attuned, grounded version of you that shows up in the therapy room—then it’s not going to connect with the clients you’re most aligned to serve.
This episode is all about getting radically clear on what your practice is and what it is not. That kind of clarity doesn’t just make your marketing easier—it makes it more magnetic, more effective, and more energizing to sustain. You’ll walk away with a deceptively simple challenge that can instantly sharpen your message and start attracting better-fit clients.
Here’s what you’ll learn in this episode:
1️⃣ Why showing up in your marketing like you show up in the therapy room is the key to attracting aligned, full-fee clients
2️⃣ The quiet but costly consequences of vague, safe-sounding marketing—and how to fix it
3️⃣ A powerful “what my practice is / isn’t” list-making exercise that becomes a compass for every marketing decision you make
Resources & Links Mentioned:
- Listen to Episode 9 (Marketing Self-Audit): walkerstrategyco.com/show-notes/9
- The Walker Strategy Co website: walkerstrategyco.com
- Confident Copy: walkerstrategyco.com/cc
- Follow on Instagram: @walkerstrategyco
- Join the Get Booked Out Facebook group: facebook.com/groups/getbookedout
Connect + Subscribe
Enjoying the podcast? Subscribe so you never miss an episode—and feel free to share it with a fellow therapist who’s building their private practice.
Explore more marketing support for therapists: The Walker Strategy Co website: walkerstrategyco.com
About Marketing Therapy
Marketing Therapy is the podcast where therapists learn how to market their private practices without burnout, self-doubt, or sleazy tactics. Hosted by Anna Walker—marketing coach, strategist, and founder of Walker Strategy Co—each episode brings you clear, grounded advice to help you attract the right-fit, full-fee clients and grow a practice you feel proud of.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Anna Walker (00:00):
Hey, hey, welcome back to Marketing Therapy,
(00:02):
episode 10 and the second in ourslaying the Summer Slump series.
Again.
Say that five times fast.
If you're just joining us here'swhat this series is all about.
Now, summer is often a slowerseason for therapists, not
for everyone, but for many.
It usually means fewerinquiries, more cancellations.
(00:22):
And quite frankly, that dip in momentumcan absolutely feel discouraging,
especially if your caseload alreadywasn't as full as you would like it to be.
But I really see this summerseason a bit differently.
I believe summer can be one ofthe best times, if not the best
time to work on your marketing.
Not from a place of hustle or panic,but really from a place of clarity.
(00:46):
Having margin in your practice, inyour life, in your mind, in your
body, in your energy to make changes.
So this slaying the Summer Slumpseries is designed to help you
use this season strategically.
It's meant to help you reset, realign,and really move into the fall season
(01:07):
when we would expect to see thatuptick with greater confidence and a
lot more direction in your business.
Last week we kicked things offwith a marketing self-audit.
If you missed it, I highly recommendgoing back to episode nine.
It's a really powerful exerciseto identify what your greatest
opportunities are for this season.
(01:27):
You'll get a really clear map ofwhat's working, but also what's not
and where you should be focusing.
But today, in this second in theseries, we're zooming in on something
even deeper, how you show up.
Because you can do all the auditsengage in all the strategies, make
(01:47):
all the SEO tweaks in the world.
But if your marketing doesn't reflectwho you actually are as a clinician,
your voice, your values, your energy,your approach, then it's going to
feel off to you and almost moreimportantly, to your potential clients.
They can feel it.
(02:09):
Please know that when I say marketing,I don't just mean your website
copy or your Psych today profile.
I mean how you are showing up acrossthe board in your Psych Today profile.
Yes, but also in the way you describeyour work to colleagues or new
networking contacts, how you introduceyourself at events, whether that is
with other therapists or with justregular old folks at a cocktail party.
(02:32):
In the tone of your emails,your responses to referrals.
I'm talking everywhere youshow up as a clinician.
So today's episode is about getting clear,maybe clearer than you've ever been on
what your practice is and what it isn't.
Not just in theory, not just in yourhead, but in a way that actually
(02:56):
shapes how you show up and howyou speak to potential clients.
We're gonna talk about here, why thiskind of clarity is ultimately so powerful
and what it unlocks for you, why italso can feel incredibly vulnerable.
We're gonna name that we're gonnalook at it, but also how you can begin
putting language to the version of yourpractice You actually want to build,
(03:19):
not someone else's, not what you're toldto want, but what you want to build.
My hope is that by theend of this episode.
You're walking away with a reallysimple but incredibly effective tool for
showing up more fully and authenticallyacross all areas of your marketing.
Now remember in our slaying the summerslum series, we end each episode with
(03:42):
a challenge, something that you can doand actually take action on this week.
So stick around for that 'causeit's a good one this time.
Alright, now as we get into this,I want you to start with a moment
that hopefully feels familiar.
Okay.
You're in a session with a client.
You're not overthinking.
You're not trying to sound smart.
You're present.
(04:03):
You are there with your client.
You're attuned to what'shappening in the room.
You're picking up on the nuanceof what your client is saying.
You're trusting yourown gut and intuition.
You respond to your client with empathy.
You challenge them.
Maybe there's a little bitof your humor in there.
(04:25):
You're not performing.
You're just being, you are at your best.
That version of you, the one who isgrounded and clear and fully in the
work doing what you do best, thatis your authentic clinician self.
(04:46):
It's the version of you that yourbest clients connect with the most.
It is the version of you thatleads to those incredible
outcomes and breakthroughs andtransformations for your clients.
It's the version of you that makesyou so glad you got into this line
of work to begin with, and it'sthe version of you that needs to be
(05:08):
coming through in your marketing.
But here's the problem.
Most therapists don't sound like thatversion of themselves in their marketing.
They sound clinical, robotic,or just overly professional or
contrived in a way that essentiallyflattens who they really are.
I don't get the dimension of how you'reshowing up in that room in your marketing.
(05:34):
Now, please note that's not a judgment.
Responding in that way,showing up that way.
It's a really common response to.
A, not knowing what to do,and B, the anxiety that can
come from getting visible.
Because putting yourself outthere, sharing your perspective,
your tone, your personality,your voice, it feels vulnerable.
(05:55):
There is absolutely notwo ways about that.
So instead, often therapists play it safe,they use fill in the blank templates that
sound fine, but definitely not like them.
They try to copy or reverse engineerwhat other therapists are doing.
Have you ever done this?
You see someone post that their caseloadis full, so you jump over to their website
(06:17):
and try and figure out what they're doing.
They assume that if someone elseis booked out, their style must be
the right one or ever done this.
Plug prompts into chat, GPT.
And just take the first thing it spitsout, even if it doesn't resonate,
and it's quite frankly, word salad.
It's through these things.
It's through these exercisesthat often clinicians lose
(06:40):
connection with their own voice.
They write in circles,they edit end endlessly.
What they do put out there in theirmarketing doesn't feel quite right, but
they have absolutely no idea how to fix.
They end up putting things outthere in their marketing that
don't feel quite right, but theycannot put their finger on why.
(07:02):
Sometimes the clinicians that I talk todon't even realize anything's wrong until
they notice that they're just not gettingconsults or the ones that they are are
not a great fit, and so they're forcedto examine What's the disconnect here?
The clients aren't showingup ready to do the work.
They're not resonating with thistherapist's actual style and vibe,
(07:25):
and so it creates this really lowlevel frustration that's very,
very hard to name and pinpoint.
Here's what I want you to hear today.
If your marketing doesn't reflectthe real you, that version of you,
the one in the room doing powerfuland attuned and meaningful work.
Then your best fit clients may not realizethat you're the therapist for them.
(07:49):
If your marketing doesn't reflect the realyou, your clients might not realize that
you are actually the right fit for them.
They might end up scrollingpast your profile.
They might land on your site and leavewithout taking any action at all.
And this isn't because you'renot qualified, it's because
they couldn't feel you.
(08:09):
What is hopefully liberating to realizehere is that marketing is not about
crafting some perfect, flawless pitch.
It's about helping people feel who youare before they ever reach out to begin to
cultivate connection that they respond to.
And in order to do that, you have tobring your full self to the table,
(08:32):
your real tone, your actual beliefs.
The way you truly relate to yourclients when you are in your zone, I
want you to think about marketing fromthe place of that incredibly attuned,
lit up in the zone clinician thatyou are in your very best sessions.
(08:53):
So before we can get into strategiesor lists or copy tweaks, I want
you to sit with this question.
Have I been showing up as the clinician?
I actually am.
Because when that answer shifts fromnot really to heck yes, that is when
your marketing can start to feel easier.
(09:16):
That's when it connects.
That's when it clicks, that's whenit converts, is when you show up
as the clinician, you actually are.
The thing is you can't market a practicethat you haven't clearly defined.
That might sound obvious, and that mightsound a little bit lofty, but I work with
so many therapists who are technicallyon paper doing all the right things.
(09:41):
They're networking, they'reposting on social media or blogs.
They're building their websites,they're writing their site today,
profiles, whatever, but they'venever really named who they are, what
they're building, what they want,what they don't want, what they're
moving toward, what they say no to.
So what ends up happening?
(10:02):
Well, they write in really vagueterms 'cause they don't actually
know what they're working toward.
They try to appeal to everyone.
They rely on marketing that sounds safeand looks professional, quote unquote,
but doesn't actually say much of anything.
But this isn't a lack of effort, surely.
(10:22):
Like I said, these people on paperare doing exactly what they should
be, but it's a lack of decision.
It's a lack of clarity because whenyou haven't clearly defined what your
practice is and is not who you are andare not who your clients are and are not.
It is incredibly hard to make alignedmarketing decisions because you're stuck.
(10:42):
Second guessing.
You become very, very vulnerable toshiny object syndrome because you're
not actually leading yourself in a cleardirection, and you're constantly looking
around to see what other therapistsare doing because you don't have that
strong internal compass guiding you.
Do.
You have an internal compass when itcomes to your marketing and who you
(11:05):
are as a clinician and how you show up.
That's why the challenge in thisepisode is about something deceptively
simple, making a list of what yourpractice is and what it is not.
Now, this isn't just a branding exercise.
This is a tool.
It can become a filter for yourwebsite, copy, for your networking
(11:28):
conversations, your referral network,your pricing, your policies, everything.
When you do it right and you getthis clear, it becomes the in
internal compass that so manytherapists that I work with lack.
Let me give you an example.
I have worked with a therapist for manyyears who early on in her practice had.
(11:51):
Described her style as maybe warmand supportive, but the truth was,
as she has evolved in her own workand her approach, the version of her
that is today most effective in theroom, the version that led to the best
client outcomes was incredibly direct.
She has a really incredibleability to call things out clearly,
(12:14):
compassionately, yes, but clearly.
She doesn't let people cut corners.
She's not gonna beat around the bush.
But her marketing, when we had writtenfrom that warm and supportive place,
it didn't reflect that it was soft,kind of neutral, rounded at the edges.
But as she underwent this evolutionand got really honest about
(12:36):
the fact that her approach wasdirect and a little bit sharper.
Then we sharpened the language.
We added just a little bit more edge tohow she presents herself, just enough
to reflect the strength and the claritythat she really brings into sessions.
And guess what?
It worked.
I heard from her that within weeksshe started getting consults from
(12:59):
people saying things like, I knewwhen I read your profile that you
were exactly who I was looking for.
Or I'm really seeking someonewho's not gonna let me stay stuck.
She was hearing those things frompeople because they resonated.
These are the clients who are ultimatelygoing to thrive in their work with her.
They love her approach.
(13:19):
They're ready for the workand for this clinician.
That all started with a decision of, thisis who I am now and this is who I'm not.
What a great example of the factthat you can evolve the way you
put yourself out there today.
May not be how you put yourself out therethree years from now, but it needs to
be authentic and it needs to be honestabout what people can expect in the
(13:41):
room with you, because the less frictionthere is between who you are in your
marketing and who you are in the room.
The more congruence there is andconnection people can find early
on before they even reach out.
When you define what your practice isand isn't, you stop diluting yourself.
(14:02):
You stop defaulting to whatfeels safe or familiar.
You stop marketing to people who are nevergoing to reach out in the first place.
That one can sting a little bit.
Are you marketing to people who aren'tgonna reach out in the first place and
instead you start building somethingthat actually feels good to be inside of.
(14:24):
Now, like I mentioned earlier, thiskind of clarity is not just in one
part of your marketing, not justyour website or your site today.
This changes how you show up.
It cha changes the energy that you bringto your marketing, how you show up to
your practice as the leader that you are.
It gives you direction and it hopefullyalso gives your potential clients
(14:46):
something very, very real to connect with.
So what's something about your practicethat you've been afraid to say out loud?
Have you ever thought about that?
On the flip side, what's somethingthat your practice is not, that
you've been trying to accommodate?
Anyway,
we'll put this into actionin a few minutes, but just
(15:07):
notice now what comes up.
What's something your practice is thatyou've been afraid to say out loud, and
what's something your practice is not thatyou've been trying to accommodate anyway?
Now, when you avoid makingthose decisions, answering those
questions, when you stay reallybroad in general, or good enough.
(15:33):
Or maybe you leave things really vaguebecause you're afraid to take a stand.
It doesn't feel like abig problem at first.
That's what's so interesting.
It's kind of a quiet culprit.
You think I'll just get the websiteup and fix that part later, or
this doesn't totally sound likeme, but better than nothing.
But over time, that lack ofclarity starts to cost you.
(15:57):
And it costs you somereally expensive things.
The first is momentum, because you'reputting things out into the world.
You are putting energy behind gettingyourself out there, but it doesn't land.
You're posting, you're networking,you're updating, you're writing, but it
doesn't actually translate into clients,or worse, it translates into consults.
(16:18):
But with clients who aren't theright fit and you have to get off
yet another consultation defeated.
Because you had that little flutter inyour tummy when you saw the consult come
through, and how disappointing to get offthe phone and it not be the right fit.
And the second thing thatthis costs you is doubt.
And I only know this becauseI've seen it be true in many of
(16:41):
the therapists that I work with.
You start wondering if something'swrong with you, with your fee,
with your marketing strategy.
And you start thinking, maybeyou're just bad at this.
You're not cut out forit, it's not gonna work.
Everyone else knows something you don't.
But often the real issueisn't actually your strategy.
(17:02):
It's the disconnect between whoyou are, that authentic clinician
self, and how you're showing up.
And that doubt can haunt youand really detract from the
results that are possible.
The interesting other costhere is perceived value.
(17:23):
What do I mean by that?
When people can't tell,what makes you different?
They default to comparing you basedon two things, price or convenience.
Do you want to be evaluated based onprice or convenience in your practice?
If you're like most of the therapiststhat I work with, the answer is no.
You end up getting a lot moreprice resistance or maybe you
(17:45):
just get ghosted altogether.
Clients hesitate 'cause they're notreally sure if you're the right person.
People make decisions about yourvalue, whether you like it or not.
We all do it as humans.
Based on what they see in your marketing.
And so when you aren't showing upwith this authenticity, when you are
avoiding taking a stand, when you arestaying generic to please others, you
(18:11):
lack value in the eyes of your clients.
The good news is that this is fixableand it isn't about having to be louder.
It's just about being clearer.
But clarity is always going to start.
From the inside owning whoyou are and what your practice
is really and truly about.
(18:32):
So here's your challenge for thisweek, and it's one of my favorites.
It's simple, but it is powerful.
And if you really do it, Idon't mean just listen to this
podcast episode and move on.
I mean, if you really do this,then it can reshape how you show
up across all of your marketing.
(18:54):
So after this episode, I wantyou to sit down and I want
you to make two short lists.
One titled My Practice Is And the Other.
My Practice is Not Two Lists.
This is a space to get honest.
No one else has to see it.
It's just for you.
(19:17):
Start with five bulletpoints for each list.
Challenge yourself to at leastlist five, and don't overthink it.
No one's gonna see this anyway.
Just name what is true.
I'll give you a couple of examplesto get your gears turning.
My practice is built to supportmy wellbeing, not just my clients.
(19:38):
A space where honestymatters more than comfort.
Designed for clients ready to dodeep, sometimes uncomfortable work
worthy of a premium fee becauseof the depth and quality of care.
I provide an intentional space,not a one size fits all solution.
(20:02):
My practice is not.
A fit for people who aren't ready toreflect, take ownership, or try new
things built to coddle rescue, or peopleplease about giving you homework just
to say you got something practicaldesigned to burn me out, underpay
(20:24):
me, or compromise my boundaries.
A match for clients looking forrigid structure or quick fixes.
Those are some examples.
Did any resonate with you?
I'm curious.
Know that you can make this as clinicalor as casual as you want, but the point
is to define what you are buildingand who you're building it for.
(20:48):
Then once you've got yourlists, use them as a filter.
Use them as that filterfor everything that you do.
Maybe you revisit one partof your marketing this week,
your website homepage, yourprofile, your networking intro.
Even just the way you describe yourwork to a friend or a colleague.
(21:09):
We might call that a niche statement.
Does it reflect who you actuallyare or is it still playing it safe?
As always, you don't need tooverhaul everything today,
but pick one thing to update.
One place where you can show up just alittle more clearly, a little more fully.
(21:32):
If you're listening to thisright now, feeling the summer
slump, things are a little quiet.
Maybe you're not sure what to do next.
There's lots of thumb twiddling whereyou would normally have sessions.
This kind of clarity is one of themost powerful places you can start.
Because when your marketing isn'tlanding, the instinct is so often to
(21:53):
just do more, tweak this post thatadd one more thing to your to-do list.
But more action will not helpif the foundation isn't aligned.
And that's what we're doing here.
We're laying the foundation.
We are rooting you in who you are.
That authentic clinician self, theversion of you who is in the zone.
(22:17):
Lit up serving your clients wellso that every future marketing
decision has something to stand on.
This is the kind of work that can setyou up for a stronger fall, because
when things pick up again and theywill, what you've built through this
slower season will start to compoundbecause your messaging will be clearer,
(22:41):
your referrals will feel more aligned.
You'll be showing up with moreconfidence, more conviction, more ease.
But that all starts with naming whatis true, what your practice is, what
it's not, who it's for, who it isn't.
So that's your challenge this week.
Take some time to do this list,even if feel simple, even if it,
(23:06):
if you think you already know, putit in writing and let it shape one
part of your marketing this week.
Then maybe notice what shifts externally.
Certainly I'm curious what youchange, but also internally too in
how it feels to show up that way,
because this is how you can make themost of this season by showing up more
(23:28):
fully, more clearly, and more you.
As you do this exercise, Iwould love to hear from you.
Jump over into our Get BookedOut Facebook community.
If you're not there already,you'll find a link in the show
notes or head over to Instagram.
We are officially on Instagramat Walker Strategy Co.
Send me a dm.
I would love to know what you'retaking away from this one, and
(23:50):
I'll talk to you next week.
Hey, hey, welcome back to Marketing Therapy,
(00:02):
episode 10 and the second in ourslaying the Summer Slump series.
Again.
Say that five times fast.
If you're just joining us here'swhat this series is all about.
Now, summer is often a slowerseason for therapists, not
for everyone, but for many.
It usually means fewerinquiries, more cancellations.
(00:22):
And quite frankly, that dip in momentumcan absolutely feel discouraging,
especially if your caseload alreadywasn't as full as you would like it to be.
But I really see this summerseason a bit differently.
I believe summer can be one ofthe best times, if not the best
time to work on your marketing.
Not from a place of hustle or panic,but really from a place of clarity.
(00:46):
Having margin in your practice, inyour life, in your mind, in your
body, in your energy to make changes.
So this slaying the Summer Slumpseries is designed to help you
use this season strategically.
It's meant to help you reset, realign,and really move into the fall season
(01:07):
when we would expect to see thatuptick with greater confidence and a
lot more direction in your business.
Last week we kicked things offwith a marketing self-audit.
If you missed it, I highly recommendgoing back to episode nine.
It's a really powerful exerciseto identify what your greatest
opportunities are for this season.
(01:27):
You'll get a really clear map ofwhat's working, but also what's not
and where you should be focusing.
But today, in this second in theseries, we're zooming in on something
even deeper, how you show up.
Because you can do all the auditsengage in all the strategies, make
(01:47):
all the SEO tweaks in the world.
But if your marketing doesn't reflectwho you actually are as a clinician,
your voice, your values, your energy,your approach, then it's going to
feel off to you and almost moreimportantly, to your potential clients.
They can feel it.
(02:09):
Please know that when I say marketing,I don't just mean your website
copy or your Psych today profile.
I mean how you are showing up acrossthe board in your Psych Today profile.
Yes, but also in the way you describeyour work to colleagues or new
networking contacts, how you introduceyourself at events, whether that is
with other therapists or with justregular old folks at a cocktail party.
(02:32):
In the tone of your emails,your responses to referrals.
I'm talking everywhere youshow up as a clinician.
So today's episode is about getting clear,maybe clearer than you've ever been on
what your practice is and what it isn't.
Not just in theory, not just in yourhead, but in a way that actually
(02:56):
shapes how you show up and howyou speak to potential clients.
We're gonna talk about here, why thiskind of clarity is ultimately so powerful
and what it unlocks for you, why italso can feel incredibly vulnerable.
We're gonna name that we're gonnalook at it, but also how you can begin
putting language to the version of yourpractice You actually want to build,
(03:19):
not someone else's, not what you're toldto want, but what you want to build.
My hope is that by theend of this episode.
You're walking away with a reallysimple but incredibly effective tool for
showing up more fully and authenticallyacross all areas of your marketing.
Now remember in our slaying the summerslum series, we end each episode with
(03:42):
a challenge, something that you can doand actually take action on this week.
So stick around for that 'causeit's a good one this time.
Alright, now as we get into this,I want you to start with a moment
that hopefully feels familiar.
Okay.
You're in a session with a client.
You're not overthinking.
You're not trying to sound smart.
You're present.
(04:03):
You are there with your client.
You're attuned to what'shappening in the room.
You're picking up on the nuanceof what your client is saying.
You're trusting yourown gut and intuition.
You respond to your client with empathy.
You challenge them.
Maybe there's a little bitof your humor in there.
(04:25):
You're not performing.
You're just being, you are at your best.
That version of you, the one who isgrounded and clear and fully in the
work doing what you do best, thatis your authentic clinician self.
(04:46):
It's the version of you that yourbest clients connect with the most.
It is the version of you thatleads to those incredible
outcomes and breakthroughs andtransformations for your clients.
It's the version of you that makesyou so glad you got into this line
of work to begin with, and it'sthe version of you that needs to be
(05:08):
coming through in your marketing.
But here's the problem.
Most therapists don't sound like thatversion of themselves in their marketing.
They sound clinical, robotic,or just overly professional or
contrived in a way that essentiallyflattens who they really are.
I don't get the dimension of how you'reshowing up in that room in your marketing.
(05:34):
Now, please note that's not a judgment.
Responding in that way,showing up that way.
It's a really common response to.
A, not knowing what to do,and B, the anxiety that can
come from getting visible.
Because putting yourself outthere, sharing your perspective,
your tone, your personality,your voice, it feels vulnerable.
(05:55):
There is absolutely notwo ways about that.
So instead, often therapists play it safe,they use fill in the blank templates that
sound fine, but definitely not like them.
They try to copy or reverse engineerwhat other therapists are doing.
Have you ever done this?
You see someone post that their caseloadis full, so you jump over to their website
(06:17):
and try and figure out what they're doing.
They assume that if someone elseis booked out, their style must be
the right one or ever done this.
Plug prompts into chat, GPT.
And just take the first thing it spitsout, even if it doesn't resonate,
and it's quite frankly, word salad.
It's through these things.
It's through these exercisesthat often clinicians lose
(06:40):
connection with their own voice.
They write in circles,they edit end endlessly.
What they do put out there in theirmarketing doesn't feel quite right, but
they have absolutely no idea how to fix.
They end up putting things outthere in their marketing that
don't feel quite right, but theycannot put their finger on why.
(07:02):
Sometimes the clinicians that I talk todon't even realize anything's wrong until
they notice that they're just not gettingconsults or the ones that they are are
not a great fit, and so they're forcedto examine What's the disconnect here?
The clients aren't showingup ready to do the work.
They're not resonating with thistherapist's actual style and vibe,
(07:25):
and so it creates this really lowlevel frustration that's very,
very hard to name and pinpoint.
Here's what I want you to hear today.
If your marketing doesn't reflectthe real you, that version of you,
the one in the room doing powerfuland attuned and meaningful work.
Then your best fit clients may not realizethat you're the therapist for them.
(07:49):
If your marketing doesn't reflect the realyou, your clients might not realize that
you are actually the right fit for them.
They might end up scrollingpast your profile.
They might land on your site and leavewithout taking any action at all.
And this isn't because you'renot qualified, it's because
they couldn't feel you.
(08:09):
What is hopefully liberating to realizehere is that marketing is not about
crafting some perfect, flawless pitch.
It's about helping people feel who youare before they ever reach out to begin to
cultivate connection that they respond to.
And in order to do that, you have tobring your full self to the table,
(08:32):
your real tone, your actual beliefs.
The way you truly relate to yourclients when you are in your zone, I
want you to think about marketing fromthe place of that incredibly attuned,
lit up in the zone clinician thatyou are in your very best sessions.
(08:53):
So before we can get into strategiesor lists or copy tweaks, I want
you to sit with this question.
Have I been showing up as the clinician?
I actually am.
Because when that answer shifts fromnot really to heck yes, that is when
your marketing can start to feel easier.
(09:16):
That's when it connects.
That's when it clicks, that's whenit converts, is when you show up
as the clinician, you actually are.
The thing is you can't market a practicethat you haven't clearly defined.
That might sound obvious, and that mightsound a little bit lofty, but I work with
so many therapists who are technicallyon paper doing all the right things.
(09:41):
They're networking, they'reposting on social media or blogs.
They're building their websites,they're writing their site today,
profiles, whatever, but they'venever really named who they are, what
they're building, what they want,what they don't want, what they're
moving toward, what they say no to.
So what ends up happening?
(10:02):
Well, they write in really vagueterms 'cause they don't actually
know what they're working toward.
They try to appeal to everyone.
They rely on marketing that sounds safeand looks professional, quote unquote,
but doesn't actually say much of anything.
But this isn't a lack of effort, surely.
(10:22):
Like I said, these people on paperare doing exactly what they should
be, but it's a lack of decision.
It's a lack of clarity because whenyou haven't clearly defined what your
practice is and is not who you are andare not who your clients are and are not.
It is incredibly hard to make alignedmarketing decisions because you're stuck.
(10:42):
Second guessing.
You become very, very vulnerable toshiny object syndrome because you're
not actually leading yourself in a cleardirection, and you're constantly looking
around to see what other therapistsare doing because you don't have that
strong internal compass guiding you.
Do.
You have an internal compass when itcomes to your marketing and who you
(11:05):
are as a clinician and how you show up.
That's why the challenge in thisepisode is about something deceptively
simple, making a list of what yourpractice is and what it is not.
Now, this isn't just a branding exercise.
This is a tool.
It can become a filter for yourwebsite, copy, for your networking
(11:28):
conversations, your referral network,your pricing, your policies, everything.
When you do it right and you getthis clear, it becomes the in
internal compass that so manytherapists that I work with lack.
Let me give you an example.
I have worked with a therapist for manyyears who early on in her practice had.
(11:51):
Described her style as maybe warmand supportive, but the truth was,
as she has evolved in her own workand her approach, the version of her
that is today most effective in theroom, the version that led to the best
client outcomes was incredibly direct.
She has a really incredibleability to call things out clearly,
(12:14):
compassionately, yes, but clearly.
She doesn't let people cut corners.
She's not gonna beat around the bush.
But her marketing, when we had writtenfrom that warm and supportive place,
it didn't reflect that it was soft,kind of neutral, rounded at the edges.
But as she underwent this evolutionand got really honest about
(12:36):
the fact that her approach wasdirect and a little bit sharper.
Then we sharpened the language.
We added just a little bit more edge tohow she presents herself, just enough
to reflect the strength and the claritythat she really brings into sessions.
And guess what?
It worked.
I heard from her that within weeksshe started getting consults from
(12:59):
people saying things like, I knewwhen I read your profile that you
were exactly who I was looking for.
Or I'm really seeking someonewho's not gonna let me stay stuck.
She was hearing those things frompeople because they resonated.
These are the clients who are ultimatelygoing to thrive in their work with her.
They love her approach.
(13:19):
They're ready for the workand for this clinician.
That all started with a decision of, thisis who I am now and this is who I'm not.
What a great example of the factthat you can evolve the way you
put yourself out there today.
May not be how you put yourself out therethree years from now, but it needs to
be authentic and it needs to be honestabout what people can expect in the
(13:41):
room with you, because the less frictionthere is between who you are in your
marketing and who you are in the room.
The more congruence there is andconnection people can find early
on before they even reach out.
When you define what your practice isand isn't, you stop diluting yourself.
(14:02):
You stop defaulting to whatfeels safe or familiar.
You stop marketing to people who are nevergoing to reach out in the first place.
That one can sting a little bit.
Are you marketing to people who aren'tgonna reach out in the first place and
instead you start building somethingthat actually feels good to be inside of.
(14:24):
Now, like I mentioned earlier, thiskind of clarity is not just in one
part of your marketing, not justyour website or your site today.
This changes how you show up.
It cha changes the energy that you bringto your marketing, how you show up to
your practice as the leader that you are.
It gives you direction and it hopefullyalso gives your potential clients
(14:46):
something very, very real to connect with.
So what's something about your practicethat you've been afraid to say out loud?
Have you ever thought about that?
On the flip side, what's somethingthat your practice is not, that
you've been trying to accommodate?
Anyway,
we'll put this into actionin a few minutes, but just
(15:07):
notice now what comes up.
What's something your practice is thatyou've been afraid to say out loud, and
what's something your practice is not thatyou've been trying to accommodate anyway?
Now, when you avoid makingthose decisions, answering those
questions, when you stay reallybroad in general, or good enough.
(15:33):
Or maybe you leave things really vaguebecause you're afraid to take a stand.
It doesn't feel like abig problem at first.
That's what's so interesting.
It's kind of a quiet culprit.
You think I'll just get the websiteup and fix that part later, or
this doesn't totally sound likeme, but better than nothing.
But over time, that lack ofclarity starts to cost you.
(15:57):
And it costs you somereally expensive things.
The first is momentum, because you'reputting things out into the world.
You are putting energy behind gettingyourself out there, but it doesn't land.
You're posting, you're networking,you're updating, you're writing, but it
doesn't actually translate into clients,or worse, it translates into consults.
(16:18):
But with clients who aren't theright fit and you have to get off
yet another consultation defeated.
Because you had that little flutter inyour tummy when you saw the consult come
through, and how disappointing to get offthe phone and it not be the right fit.
And the second thing thatthis costs you is doubt.
And I only know this becauseI've seen it be true in many of
(16:41):
the therapists that I work with.
You start wondering if something'swrong with you, with your fee,
with your marketing strategy.
And you start thinking, maybeyou're just bad at this.
You're not cut out forit, it's not gonna work.
Everyone else knows something you don't.
But often the real issueisn't actually your strategy.
(17:02):
It's the disconnect between whoyou are, that authentic clinician
self, and how you're showing up.
And that doubt can haunt youand really detract from the
results that are possible.
The interesting other costhere is perceived value.
(17:23):
What do I mean by that?
When people can't tell,what makes you different?
They default to comparing you basedon two things, price or convenience.
Do you want to be evaluated based onprice or convenience in your practice?
If you're like most of the therapiststhat I work with, the answer is no.
You end up getting a lot moreprice resistance or maybe you
(17:45):
just get ghosted altogether.
Clients hesitate 'cause they're notreally sure if you're the right person.
People make decisions about yourvalue, whether you like it or not.
We all do it as humans.
Based on what they see in your marketing.
And so when you aren't showing upwith this authenticity, when you are
avoiding taking a stand, when you arestaying generic to please others, you
(18:11):
lack value in the eyes of your clients.
The good news is that this is fixableand it isn't about having to be louder.
It's just about being clearer.
But clarity is always going to start.
From the inside owning whoyou are and what your practice
is really and truly about.
(18:32):
So here's your challenge for thisweek, and it's one of my favorites.
It's simple, but it is powerful.
And if you really do it, Idon't mean just listen to this
podcast episode and move on.
I mean, if you really do this,then it can reshape how you show
up across all of your marketing.
(18:54):
So after this episode, I wantyou to sit down and I want
you to make two short lists.
One titled My Practice Is And the Other.
My Practice is Not Two Lists.
This is a space to get honest.
No one else has to see it.
It's just for you.
(19:17):
Start with five bulletpoints for each list.
Challenge yourself to at leastlist five, and don't overthink it.
No one's gonna see this anyway.
Just name what is true.
I'll give you a couple of examplesto get your gears turning.
My practice is built to supportmy wellbeing, not just my clients.
(19:38):
A space where honestymatters more than comfort.
Designed for clients ready to dodeep, sometimes uncomfortable work
worthy of a premium fee becauseof the depth and quality of care.
I provide an intentional space,not a one size fits all solution.
(20:02):
My practice is not.
A fit for people who aren't ready toreflect, take ownership, or try new
things built to coddle rescue, or peopleplease about giving you homework just
to say you got something practicaldesigned to burn me out, underpay
(20:24):
me, or compromise my boundaries.
A match for clients looking forrigid structure or quick fixes.
Those are some examples.
Did any resonate with you?
I'm curious.
Know that you can make this as clinicalor as casual as you want, but the point
is to define what you are buildingand who you're building it for.
(20:48):
Then once you've got yourlists, use them as a filter.
Use them as that filterfor everything that you do.
Maybe you revisit one partof your marketing this week,
your website homepage, yourprofile, your networking intro.
Even just the way you describe yourwork to a friend or a colleague.
(21:09):
We might call that a niche statement.
Does it reflect who you actuallyare or is it still playing it safe?
As always, you don't need tooverhaul everything today,
but pick one thing to update.
One place where you can show up just alittle more clearly, a little more fully.
(21:32):
If you're listening to thisright now, feeling the summer
slump, things are a little quiet.
Maybe you're not sure what to do next.
There's lots of thumb twiddling whereyou would normally have sessions.
This kind of clarity is one of themost powerful places you can start.
Because when your marketing isn'tlanding, the instinct is so often to
(21:53):
just do more, tweak this post thatadd one more thing to your to-do list.
But more action will not helpif the foundation isn't aligned.
And that's what we're doing here.
We're laying the foundation.
We are rooting you in who you are.
That authentic clinician self, theversion of you who is in the zone.
(22:17):
Lit up serving your clients wellso that every future marketing
decision has something to stand on.
This is the kind of work that can setyou up for a stronger fall, because
when things pick up again and theywill, what you've built through this
slower season will start to compoundbecause your messaging will be clearer,
(22:41):
your referrals will feel more aligned.
You'll be showing up with moreconfidence, more conviction, more ease.
But that all starts with naming whatis true, what your practice is, what
it's not, who it's for, who it isn't.
So that's your challenge this week.
Take some time to do this list,even if feel simple, even if it,
(23:06):
if you think you already know, putit in writing and let it shape one
part of your marketing this week.
Then maybe notice what shifts externally.
Certainly I'm curious what youchange, but also internally too in
how it feels to show up that way,
because this is how you can make themost of this season by showing up more
(23:28):
fully, more clearly, and more you.
As you do this exercise, Iwould love to hear from you.
Jump over into our Get BookedOut Facebook community.
If you're not there already,you'll find a link in the show
notes or head over to Instagram.
We are officially on Instagramat Walker Strategy Co.
Send me a dm.
I would love to know what you'retaking away from this one, and
(23:50):
I'll talk to you next week.
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