May 28, 2025 • 16 mins
Have you been endlessly tweaking your website, signing up for every marketing webinar, or telling yourself you just need the right words before you can share your work? If so, you might be marketing from a place of fear—and you’re definitely not alone.
In this episode, I introduce you to three familiar therapist archetypes I often see in this pattern: Paralyzed Paige, Tweaking Taylor, and Researching Riley. Each of them is trying hard—but spinning their wheels. We’ll unpack how fear can quietly shape your marketing habits and, most importantly, how to shift toward grounded, intentional action that builds confidence and momentum.
You’ll walk away feeling seen, supported, and equipped with a new way forward that doesn’t require perfection—just a single, self-trusting step.
Here’s what you’ll learn in this episode:
1️⃣ How perfectionism, hesitation, and over-researching are sneaky signs that fear is steering your marketing
2️⃣ The difference between motion and momentum—and why one keeps you stuck while the other moves you forward
3️⃣ A powerful mindset shift to help you market like the thriving, full-fee therapist you’re becoming (not the unsure one you feel like today)
Resources & Links Mentioned:
- Magnetic Niche Method: walkerstrategyco.com/mnm
- Squarespace Templates: walkerstrategyco.com/templates
- Confident Copy: walkerstrategyco.com/cc
- The Walker Strategy Co website: walkerstrategyco.com
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.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hey there.
(00:00):
Welcome back to MarketingTherapy, episode eight.
I'm so happy you're here.
In this episode, you're gonna meet threedifferent therapists, and I wonder if
one of them feels a little like you.
Today's episode is all about thetherapists who are working really
hard behind the scenes, but aren'tnecessarily seeing the results
(00:22):
that they're looking for yet.
So if you've been staring at your website.
Rewriting the same paragraphover and over and over.
Signed up for three differentmarketing webinars in the past month.
Anyone, anyone, or maybe you've beentelling yourself, you just need to find
the right strategy, the right words beforeyou can start putting yourself out there.
(00:43):
If you're any of these, please knowyou're not lazy, you're not disorganized,
and this is the right episode for you.
Because the fact is, if you'redoing one or all of those things,
you're actually trying really hard.
But here's the thingI wanna explore today.
What if all of that effort isn'tcoming from a truly grounded place?
(01:05):
What if it's coming from fear?
Now, I know that wordmight feel a little strong.
Most therapists don't think ofthemselves as quote unquote fearful
marketers, but fear can be really sneaky.
It can sound like perfectionism orhesitation or I just need to be ready.
(01:26):
Thoughts like that.
So in this episode, I'm gonna introduceyou, like I said, to three different
therapists who I often meet insome shape or fashion all the time.
The one who freezes, who stuck inanalysis paralysis, the one who tweaks.
Endlessly, but never really movesforward, or the one who researches
(01:47):
everything, hoping to find the perfectformula before they can do anything else.
We're gonna look at the fear thatshows up in each of these patterns,
and more importantly, how to stepback into your power and to take the
steering wheel back from fear whenit comes to growing your practice.
(02:08):
All right, let's dive in.
Let me introduce you to thefirst fear-based marketer.
Welcome, paralyzed Paige.
Paige is the therapist who isstuck in analysis paralysis.
Paige isn't taking action and notbecause she doesn't care, but because
she cares so much that she is frozen.
(02:31):
She's not out there winging it.
She's actually thinkingreally, really, really hard.
About what to say and how to sayit and when to share it, but the
result is the same for Paige.
No real movement.
Maybe you have spent hours researchinghow to write your about page, but
(02:51):
haven't written a single sentence yet.
Or maybe you've been quote unquote,thinking about blogging for six
months and you have all these ideasbouncing around in your mind, but
haven't published a single post.
Maybe you've had a half finished websitesitting in the unpublished section of
your Squarespace account, but you keeptelling yourself that it's not ready.
(03:14):
This is what fear can look like.
It's not loud and obvious, butquiet and oh, so consuming.
If you're resonating here a bitwith Paralyzed Page, here are a
few questions you can ask yourself.
One, do I tell myself I need tofeel more ready before I can begin?
(03:36):
Two, do I keep researching orplanning instead of taking action?
Three, do I wait until something feelsperfect before putting it out there for.
Do I assume that once I know whatto do, I'll suddenly feel motivated.
And five, do I feel overwhelmed everytime I try to start something new?
(03:59):
Do those questions resonate with you?
Are you nodding along?
If so, you're not alone.
This is something I see all the time.
And again, it doesn't mean you're doinganything wrong, it just means that
fear is in the driver's seat right now.
But the good news is thatyou can take the wheel back.
And it also doesn't have to takea full rebrand or a marketing
(04:20):
overhaul to do that, but it willtake one small likely imperfect step.
We'll talk more about how to reconnectwith that intention later in the episode.
But for now, notice if paralyzed Paigeand her pattern feels familiar and
give yourself a little bit of grace
(04:40):
because so often the clarity you arewaiting for comes after you move.
Not before,
all right, let's meet thesecond fear-based marketer.
Say hello to tweaking Taylor.
Tweaking.
Taylor is the therapist whois technically taking action.
The girlfriend is doing stuff, butshe's never really doing stuff.
(05:03):
She's never really moving forward.
She's writing, she's editing,she's updating her website, her
profile, but it's always in a loop.
Maybe you are familiar withchanging a sentence on your
homepage and then changing it back.
Updating your site today, profileevery week, just in case rewriting
Instagram captions 10 times and stillnot posting it, writing and rewriting
(05:26):
the intro email to reach out to a newreferral source and then deleting it.
You're in motion, absolutely,but you are not in momentum.
And that is a big difference.
Now, tweaking isn't badin and of itself, right?
Refining is a normal and natural andimportant part of marketing, but when
tweaking becomes the main thing you do,it's usually not about strategy anymore.
(05:51):
It's about fear.
Fear of getting it wrong, fearof missing the perfect phrasing,
or the fact that one slightly offsentence is gonna cost you a client.
It convinces you to stayin editing mode forever.
Because editing feels productive.
It feels safe because you are doingsomething, but you're not really being
(06:12):
seen if you're resonating with tweaking.
Taylor here.
Here are a few questions to ask yourself.
One, am I making updates because I havea specific goal in mind, or because
I feel uncomfortable sitting still?
Two.
Do I constantly seek feedback, butstruggle to actually implement it?
(06:35):
Three.
Am I stuck in a cycle ofalmost ready, nearly there?
Four.
Do I worry that what I've written doesn'tsound smart or professional enough, or
that I don't appear legitimate enough?
Five.
Do I hesitate to share anythingunless it feels completely dialed in?
(06:56):
You might not be frozen.
You might not be para paralyzed pagehere, but fear is still leading.
And again, this often happens when youdo know what you're doing clinically.
You are good at your job.
You're used to being veryprecise and very thoughtful.
You're used to being right aboutthings, but marketing isn't
(07:16):
about that kind of perfection.
It's about connection.
It's about momentum.
And those things don't come from the47th revision of your about page.
Those things come from lettingpeople see you, even when it's
not flawless, even when you mightstill be a work in progress.
(07:38):
So if you're tweaking Taylor, if youare resonating with her, take a breath.
You don't need to rewrite everything.
You probably just need to hit publish.
And we'll talk more aboutthat as we end the episode.
But before we do that, let's maymeet our third fear-based marketer.
Please welcome researching RI to the show.
(08:01):
Researching Riley is not frozenand not necessarily tweaking.
Researching, Riley is learningand absorbing and getting their
ducks in a row over and over.
Lots and lots of ducks.
Taking the courses, watching the webinars,listening to the podcast, downloading
the opt-ins, reading the blog posts.
(08:24):
You've probably heard some version ofthis advice before, maybe even from me.
But still, something's not quite clicking.
You're seeking out hearingsomething new in a different way.
So you go searching for the nextstrategy, the next fill in the blank
template, the next formula that's goingto finally make this all feel doable.
(08:47):
Here's what I want to gently offer to you.
At a certain point, researchbecomes a hiding place.
And this is coming from someonewho loves when people join.
You know my courses because theyabsolutely can help, but at some
point, learning feels like progress.
But is actually a hidden delaytactic, and for a lot of therapists,
(09:10):
it's not just a strategy problem.
This is fundamentallya self-trust problem.
Chances are you don't need awhole lot more information.
You need to start implementingthe information you already have.
Now, I deeply personallyresonate with researching ri.
This is what I do whenI'm marketing from fear.
(09:32):
I go seek out information.
I get comfortable in data.
I look at numbers.
I enroll in a course, because thosethings do feel a lot safer than
actually implementing, actuallypivoting, actually taking action.
So if that's you, if you'reresearching Riley, here's some
(09:53):
questions to ask yourself.
One, am I using research to avoidthe discomfort of taking action?
Two.
Am I hoping that if I justlearned the right way, I won't
have to feel uncertain becauseuncertainty is really uncomfortable.
Do I tell myself I'm not ready yet?
Even though I've been preparingfor weeks or months, I have.
(10:18):
I signed up for how many courseswithout actually finishing
or applying what I learned.
Sometimes therapists stay in researchmode because they want to be really
good stewards of their practice, right?
They want to be thoughtfuland ethical and authentic and
strategic, and that's admirable.
Those are all good things to be, buta cer at a certain point, it becomes
(10:42):
fear dressed up as responsibility.
You don't need to be perfect to begin.
You don't have to haveevery single answer.
You just need to start where youare and commit to showing up.
Commit to implementing because thetruth is the only thing that builds
clarity and confidence is doing okay.
(11:04):
So whether you are tweaking Taylorparalyzed, Paige, researching
Riley, here's the shift Iwanna leave you with today.
At some point you have todecide to run your practice.
As the fully booked full feepractice owner, you want to be not
the not yet full, still questioningone that you are right now.
(11:28):
Let me say that again.
At some point you have to decide torun your practice as the fully booked
full fee thriving practice owner.
You want to be not the not yetfull, still questioning one you
are right now, that version of you.
The one with a full caseload.
The marketing that actuallyworks, the confidence in your
(11:50):
voice, the pep in your step.
She's not waiting aroundhoping she feels ready.
She's making intentional strategicdecisions from a place of groundedness
and from a place of belief, beliefthat she can do this, that she is
capable, that she will figure it out.
(12:10):
The more you can act from that place.
The faster everything can startto shift in your marketing.
This doesn't mean of course,that you will never feel fear.
You will probably feel thoseuncomfortable feelings at some point.
It doesn't mean you'renot gonna second guess.
It doesn't need, you're not gonna stumble.
It doesn't mean you don't need support,but when you start making decisions
(12:33):
from intention rather than insecurity,you can start building a business
that actually feels like yours.
So if you've been frozen or you'vebeen tweaking endlessly or researching
your way right back into paralysis, Iwant you to come back to this question.
(12:53):
What would the thriving fullfee version of you do next?
What would she decide today thatis where your next step lives?
So if any of this resonated with you.
If you saw yourself in paralyzed Pageor tweaking Taylor or researching Riley,
(13:14):
I want you to know you're not alone.
This isn't about shame or blame, butit is about noticing and naming and
then gently choosing a different wayforward because fear-based marketing
will absolutely keep you stuck, and Isee some incredible clinicians in this
place and unable to get out until theystart making these kinds of shifts.
(13:39):
Intention based marketing, self-trustbased marketing, that is where
your momentum can start to build.
It doesn't require that you areperfect, but it does require that
you are in motion and moving forward.
If you want a small next stephere to ground you in that
intention, ask yourself this.
(13:59):
What is one decision I've been avoidingbecause I'm afraid it won't be perfect.
And then make it, make thatdecision, make it with clarity,
make it with belief in what'spossible and with belief in yourself
(14:20):
now if you need a resource.
To start moving forward, if that iswhat's going to help you get out of
one of these personas, please knowwe have so many different resources
to help, whether that's the MagneticNiche Method, to really clarify
who you help and how you do it.
One of our templates to finally launchthat website that you've been putting
off Confident Copy to really getclear on the words that you're using.
(14:43):
Check out the show notes andget all of that information.
But maybe you don't needany of those things.
Maybe you just need to shifthow you're thinking about and
showing up to your marketing.
Maybe that's the biggest thing you cando right now to keep yourself moving
forward, decide what needs to happen, bekind and gracious to yourself, but then.
(15:10):
Start moving forward, start makingthose decisions and keep going.
You my friend.
You have got this.
You've got this.
I'm cheering you on.
Thanks for being here.
Hey there.
(00:00):
Welcome back to MarketingTherapy, episode eight.
I'm so happy you're here.
In this episode, you're gonna meet threedifferent therapists, and I wonder if
one of them feels a little like you.
Today's episode is all about thetherapists who are working really
hard behind the scenes, but aren'tnecessarily seeing the results
(00:22):
that they're looking for yet.
So if you've been staring at your website.
Rewriting the same paragraphover and over and over.
Signed up for three differentmarketing webinars in the past month.
Anyone, anyone, or maybe you've beentelling yourself, you just need to find
the right strategy, the right words beforeyou can start putting yourself out there.
(00:43):
If you're any of these, please knowyou're not lazy, you're not disorganized,
and this is the right episode for you.
Because the fact is, if you'redoing one or all of those things,
you're actually trying really hard.
But here's the thingI wanna explore today.
What if all of that effort isn'tcoming from a truly grounded place?
(01:05):
What if it's coming from fear?
Now, I know that wordmight feel a little strong.
Most therapists don't think ofthemselves as quote unquote fearful
marketers, but fear can be really sneaky.
It can sound like perfectionism orhesitation or I just need to be ready.
(01:26):
Thoughts like that.
So in this episode, I'm gonna introduceyou, like I said, to three different
therapists who I often meet insome shape or fashion all the time.
The one who freezes, who stuck inanalysis paralysis, the one who tweaks.
Endlessly, but never really movesforward, or the one who researches
(01:47):
everything, hoping to find the perfectformula before they can do anything else.
We're gonna look at the fear thatshows up in each of these patterns,
and more importantly, how to stepback into your power and to take the
steering wheel back from fear whenit comes to growing your practice.
(02:08):
All right, let's dive in.
Let me introduce you to thefirst fear-based marketer.
Welcome, paralyzed Paige.
Paige is the therapist who isstuck in analysis paralysis.
Paige isn't taking action and notbecause she doesn't care, but because
she cares so much that she is frozen.
(02:31):
She's not out there winging it.
She's actually thinkingreally, really, really hard.
About what to say and how to sayit and when to share it, but the
result is the same for Paige.
No real movement.
Maybe you have spent hours researchinghow to write your about page, but
(02:51):
haven't written a single sentence yet.
Or maybe you've been quote unquote,thinking about blogging for six
months and you have all these ideasbouncing around in your mind, but
haven't published a single post.
Maybe you've had a half finished websitesitting in the unpublished section of
your Squarespace account, but you keeptelling yourself that it's not ready.
(03:14):
This is what fear can look like.
It's not loud and obvious, butquiet and oh, so consuming.
If you're resonating here a bitwith Paralyzed Page, here are a
few questions you can ask yourself.
One, do I tell myself I need tofeel more ready before I can begin?
(03:36):
Two, do I keep researching orplanning instead of taking action?
Three, do I wait until something feelsperfect before putting it out there for.
Do I assume that once I know whatto do, I'll suddenly feel motivated.
And five, do I feel overwhelmed everytime I try to start something new?
(03:59):
Do those questions resonate with you?
Are you nodding along?
If so, you're not alone.
This is something I see all the time.
And again, it doesn't mean you're doinganything wrong, it just means that
fear is in the driver's seat right now.
But the good news is thatyou can take the wheel back.
And it also doesn't have to takea full rebrand or a marketing
(04:20):
overhaul to do that, but it willtake one small likely imperfect step.
We'll talk more about how to reconnectwith that intention later in the episode.
But for now, notice if paralyzed Paigeand her pattern feels familiar and
give yourself a little bit of grace
(04:40):
because so often the clarity you arewaiting for comes after you move.
Not before,
all right, let's meet thesecond fear-based marketer.
Say hello to tweaking Taylor.
Tweaking.
Taylor is the therapist whois technically taking action.
The girlfriend is doing stuff, butshe's never really doing stuff.
(05:03):
She's never really moving forward.
She's writing, she's editing,she's updating her website, her
profile, but it's always in a loop.
Maybe you are familiar withchanging a sentence on your
homepage and then changing it back.
Updating your site today, profileevery week, just in case rewriting
Instagram captions 10 times and stillnot posting it, writing and rewriting
(05:26):
the intro email to reach out to a newreferral source and then deleting it.
You're in motion, absolutely,but you are not in momentum.
And that is a big difference.
Now, tweaking isn't badin and of itself, right?
Refining is a normal and natural andimportant part of marketing, but when
tweaking becomes the main thing you do,it's usually not about strategy anymore.
(05:51):
It's about fear.
Fear of getting it wrong, fearof missing the perfect phrasing,
or the fact that one slightly offsentence is gonna cost you a client.
It convinces you to stayin editing mode forever.
Because editing feels productive.
It feels safe because you are doingsomething, but you're not really being
(06:12):
seen if you're resonating with tweaking.
Taylor here.
Here are a few questions to ask yourself.
One, am I making updates because I havea specific goal in mind, or because
I feel uncomfortable sitting still?
Two.
Do I constantly seek feedback, butstruggle to actually implement it?
(06:35):
Three.
Am I stuck in a cycle ofalmost ready, nearly there?
Four.
Do I worry that what I've written doesn'tsound smart or professional enough, or
that I don't appear legitimate enough?
Five.
Do I hesitate to share anythingunless it feels completely dialed in?
(06:56):
You might not be frozen.
You might not be para paralyzed pagehere, but fear is still leading.
And again, this often happens when youdo know what you're doing clinically.
You are good at your job.
You're used to being veryprecise and very thoughtful.
You're used to being right aboutthings, but marketing isn't
(07:16):
about that kind of perfection.
It's about connection.
It's about momentum.
And those things don't come from the47th revision of your about page.
Those things come from lettingpeople see you, even when it's
not flawless, even when you mightstill be a work in progress.
(07:38):
So if you're tweaking Taylor, if youare resonating with her, take a breath.
You don't need to rewrite everything.
You probably just need to hit publish.
And we'll talk more aboutthat as we end the episode.
But before we do that, let's maymeet our third fear-based marketer.
Please welcome researching RI to the show.
(08:01):
Researching Riley is not frozenand not necessarily tweaking.
Researching, Riley is learningand absorbing and getting their
ducks in a row over and over.
Lots and lots of ducks.
Taking the courses, watching the webinars,listening to the podcast, downloading
the opt-ins, reading the blog posts.
(08:24):
You've probably heard some version ofthis advice before, maybe even from me.
But still, something's not quite clicking.
You're seeking out hearingsomething new in a different way.
So you go searching for the nextstrategy, the next fill in the blank
template, the next formula that's goingto finally make this all feel doable.
(08:47):
Here's what I want to gently offer to you.
At a certain point, researchbecomes a hiding place.
And this is coming from someonewho loves when people join.
You know my courses because theyabsolutely can help, but at some
point, learning feels like progress.
But is actually a hidden delaytactic, and for a lot of therapists,
(09:10):
it's not just a strategy problem.
This is fundamentallya self-trust problem.
Chances are you don't need awhole lot more information.
You need to start implementingthe information you already have.
Now, I deeply personallyresonate with researching ri.
This is what I do whenI'm marketing from fear.
(09:32):
I go seek out information.
I get comfortable in data.
I look at numbers.
I enroll in a course, because thosethings do feel a lot safer than
actually implementing, actuallypivoting, actually taking action.
So if that's you, if you'reresearching Riley, here's some
(09:53):
questions to ask yourself.
One, am I using research to avoidthe discomfort of taking action?
Two.
Am I hoping that if I justlearned the right way, I won't
have to feel uncertain becauseuncertainty is really uncomfortable.
Do I tell myself I'm not ready yet?
Even though I've been preparingfor weeks or months, I have.
(10:18):
I signed up for how many courseswithout actually finishing
or applying what I learned.
Sometimes therapists stay in researchmode because they want to be really
good stewards of their practice, right?
They want to be thoughtfuland ethical and authentic and
strategic, and that's admirable.
Those are all good things to be, buta cer at a certain point, it becomes
(10:42):
fear dressed up as responsibility.
You don't need to be perfect to begin.
You don't have to haveevery single answer.
You just need to start where youare and commit to showing up.
Commit to implementing because thetruth is the only thing that builds
clarity and confidence is doing okay.
(11:04):
So whether you are tweaking Taylorparalyzed, Paige, researching
Riley, here's the shift Iwanna leave you with today.
At some point you have todecide to run your practice.
As the fully booked full feepractice owner, you want to be not
the not yet full, still questioningone that you are right now.
(11:28):
Let me say that again.
At some point you have to decide torun your practice as the fully booked
full fee thriving practice owner.
You want to be not the not yetfull, still questioning one you
are right now, that version of you.
The one with a full caseload.
The marketing that actuallyworks, the confidence in your
(11:50):
voice, the pep in your step.
She's not waiting aroundhoping she feels ready.
She's making intentional strategicdecisions from a place of groundedness
and from a place of belief, beliefthat she can do this, that she is
capable, that she will figure it out.
(12:10):
The more you can act from that place.
The faster everything can startto shift in your marketing.
This doesn't mean of course,that you will never feel fear.
You will probably feel thoseuncomfortable feelings at some point.
It doesn't mean you'renot gonna second guess.
It doesn't need, you're not gonna stumble.
It doesn't mean you don't need support,but when you start making decisions
(12:33):
from intention rather than insecurity,you can start building a business
that actually feels like yours.
So if you've been frozen or you'vebeen tweaking endlessly or researching
your way right back into paralysis, Iwant you to come back to this question.
(12:53):
What would the thriving fullfee version of you do next?
What would she decide today thatis where your next step lives?
So if any of this resonated with you.
If you saw yourself in paralyzed Pageor tweaking Taylor or researching Riley,
(13:14):
I want you to know you're not alone.
This isn't about shame or blame, butit is about noticing and naming and
then gently choosing a different wayforward because fear-based marketing
will absolutely keep you stuck, and Isee some incredible clinicians in this
place and unable to get out until theystart making these kinds of shifts.
(13:39):
Intention based marketing, self-trustbased marketing, that is where
your momentum can start to build.
It doesn't require that you areperfect, but it does require that
you are in motion and moving forward.
If you want a small next stephere to ground you in that
intention, ask yourself this.
(13:59):
What is one decision I've been avoidingbecause I'm afraid it won't be perfect.
And then make it, make thatdecision, make it with clarity,
make it with belief in what'spossible and with belief in yourself
(14:20):
now if you need a resource.
To start moving forward, if that iswhat's going to help you get out of
one of these personas, please knowwe have so many different resources
to help, whether that's the MagneticNiche Method, to really clarify
who you help and how you do it.
One of our templates to finally launchthat website that you've been putting
off Confident Copy to really getclear on the words that you're using.
(14:43):
Check out the show notes andget all of that information.
But maybe you don't needany of those things.
Maybe you just need to shifthow you're thinking about and
showing up to your marketing.
Maybe that's the biggest thing you cando right now to keep yourself moving
forward, decide what needs to happen, bekind and gracious to yourself, but then.
(15:10):
Start moving forward, start makingthose decisions and keep going.
You my friend.
You have got this.
You've got this.
I'm cheering you on.
Thanks for being here.
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