August 16, 2025 • 9 mins
Want a full caseload of self-pay clients?
In today’s Ask Allison, I’m breaking down the three-part formula: a clear niche, consistent authentic marketing, and a great client experience. You’ll learn why your niche doesn’t have to box you in, which two marketing strategies are non-negotiable, and how to choose three more that you’ll actually stick with. By the end, you’ll know exactly how to position yourself as the therapist for your ideal clients—and the simple, repeatable marketing plan that fills your practice without burning you out.
Sponsored by TherapyNotes®: Use promo code Abundant for 2 months free
Grab our free tools to grow your practice—weekly worksheets, the Tasky Checklist, and more: www.abundancepracticebuilding.com/links
🎯 Need help with your niche? Check out our Know Your Niche course (just $27!) and learn how to attract your ideal client effortlessly: www.abundancepracticebuilding.com/niche
Ready to fill your practice faster? Join the Abundance Party today and get 75% off your first month with promo code ASK: www.abundancepracticebuilding.com/abundanceparty
Have a question for me about practice building? Submit it via our Ask Allison form, and I'll add it to the queue: https://www.abundancepracticebuilding.com/ask_allison
▶️ Prefer video? This episode is also available to stream on our YouTube channel!
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:07):
(Transcribed by TurboScribe.ai. Go Unlimited to remove this message.) Welcome to Ask Allison.
Y'all ask the questions about having a
fun and thriving practice and I answer them.
We have a worksheet for you today so
you can bring this answer into your life.
You can access that at abundancepracticebuilding.com slash
links, where you'll also be able to ask
any questions you have for Ask Allison.
If you want more support, we've got some
free trainings in there too.
(00:28):
If you can't get enough Ask Allison, check
out our YouTube channel for our entire Ask
Allison library.
Welcome back to Ask Allison.
Here's today's question.
I want to grow my practice into a
full caseload of self-pay people.
How do I do that?
Solid question.
Before I answer, I want to thank TherapyNotes
for sponsoring us.
(00:48):
They are my choice practice management system.
What really sets them apart is that they
genuinely care about your experience.
It's not just about troubleshooting for them.
They actively implement user-suggested features like secure
messaging, clinical outcome tracking, real-time insurance checks,
and their AI feature, TherapyFuel.
Everyone at TherapyNotes believes in the product and
(01:09):
they want you to love it too.
Plus, they're independently owned, which means no venture
capital and no pressure to prioritize their investors
over their customers.
This independence allows them to keep their prices
fair, to focus on innovation, and prioritize customer
experience.
With over 100,000 therapists already on board,
they've proven you don't have to compromise success
for quality.
(01:29):
If you're ready to see for yourself, try
TherapyNotes free for two months with code ABUNDANT
at TherapyNotes.com.
All right, so let's dive in.
If you're multitasking, folding laundry, or like walking
the dog, come back to me for just
a sec, because this is really foundational if
you want a full practice of self-pay
clients who are actually a good fit.
(01:50):
The first thing you have to nail is
that you have to have a niche.
I know some of y'all are probably
resisting that idea hard.
You're thinking, I really like variety.
I don't want to do the same thing
every day.
And I totally get that.
Same here.
In fact, in all the years I've had
a full and thriving practice, I'd say about
60% of my caseload was made up
of my niche.
(02:10):
And the rest was a mix of clients
I enjoyed seeing with different presenting concerns, often
related concerns, but that variety kept things really
interesting.
And I still got to position myself as
an expert in the thing I was known
for.
Because that's the magic of niching.
It helps you look like an expert in
one thing, which makes you way more trustworthy
to potential clients.
(02:31):
And when people see you as an expert
in one area, they often assume, correctly, that
they are also highly qualified to work with
other issues.
Now, especially when we're talking about building a
self-pay caseload, the next part is huge.
If someone is going to pay out of
pocket, instead of using the insurance they already
have, they need to believe that you are
(02:52):
the person who can help them, not just
a therapist, the therapist.
And how do you help them come to
believe that?
Through your marketing.
Your website, your Psychology Today profile, your content,
whatever you're putting out there needs to make
it crystal clear who you help, how you
help them, and what changes for them after
(03:13):
working with you.
When your messaging speaks directly to your ideal
client's pain points and uses their actual language,
not psychobabble or jargon, they feel really seen.
And when they feel seen, they reach out.
I've seen it again and again, clients saying,
I've read your site and I knew you
were the one I needed to talk to.
My students talk about their clients quoting back
(03:36):
something from their website in that initial phone
call.
That doesn't come from luck.
That comes from clarity.
So no, a niche isn't going to box
you in.
It'll actually make your work easier and your
clients easier to connect with when you're marketing.
So you don't have to marry your niche
forever.
I'll just, I need to put that out
(03:56):
there.
Start with a marketing niche, the thing you
become known for, and you can let it
evolve from there.
So let's talk about marketing.
You need five marketing strategies to fill your
practice.
Not 10, not every platform, not whatever's trending
this month.
You need five, that's plenty.
Some of those can be set it and
forget it, like your website or your directory
(04:17):
profiles.
Others should be consistent, like networking or content
creation, if you like that sort of thing.
But more than five, and most therapists lose
steam, they lose consistency, or they half-ass
all of it.
And a scattered, burned-out marketer does not
attract self-pay clients, trust me.
I have seen more than a few therapists
try to do everything, and they end up
(04:38):
doing nothing really well, and they don't get
the practice they want.
Now, two of your strategies, two of these
five, need to be networking, the not gross
kind of networking.
This is one of the best ways to
grow a self-pay caseload.
Not because you're out there schmoozing and handing
out business cards, like you're some kind of,
at some awkward chamber of commerce mixer.
(04:59):
I'm talking real human connection with other therapists
and professionals that are often in contact with
your ideal clients.
The great part is, you're amazing at connection.
It's literally what you do for work.
You don't have to be extroverted.
You just need to be clear about who
you help, and you've got to be willing
to connect in a genuine way with people.
(05:20):
And you can do this in a way
that feels authentic, like reaching out to a
local clinician you've heard good things about, and
setting up a quick virtual coffee chat.
Rule number one with not gross networking is
that you are not selling yourself.
You're building actual, real relationships.
The second thing you need to do out
of these five is you need to have
a really great niched website.
(05:41):
Your website isn't just a digital business card.
It's your hardest working employee.
It should turn curious visitors into clients.
And if you want self-pay folks, your
website needs to be specific, warm, and built
with your one ideal client in mind.
It doesn't need to be fancy.
It doesn't need to have a bunch of
jargon, just really clear, compelling copy, which are
(06:02):
the words on your website.
And it needs to be easy to navigate.
Say who you help.
Say how you help them.
Say what they can do next.
That doesn't mean it needs to be three
sentences long.
We need to talk about their daily lived
experience.
We need to be explicit about what their
life is like for them right now.
That helps them trust you.
And please don't hide your feet.
(06:23):
People paying out of pocket want to know
what they're getting into.
Transparency builds that trust.
I always say your website should feel like
a conversation with someone who just gets it.
That's what people are looking for.
So networking and a great website, these are
non-negotiable.
Now pick three more marketing strategies that feel
doable and aligned with your personality.
That might be SEO if you're more techie.
(06:44):
It might be giving talks if you like
public speaking.
It could be blogging, vlogging, social media, joining
online communities where your ideal referral partners hang
out.
The what of those three things is flexible
because I don't want you to choose something
you'll hate because then you won't do it.
That's part of what we teach in the
abundance party is to help you select which
ones are going to be most likely to
(07:06):
be done by you.
So that what is is flexible.
But the commitment is not.
Of those five strategies, that's your whole marketing
plan.
Some passive, some active, some online, some in
person.
Rinse and repeat.
You do not need more.
There is no magic bullet.
This is where a lot of people get
(07:26):
taken in by some ad they saw on
Instagram or something.
There is not one thing that is going
to build your practice.
That's not how it works.
Also what works for one therapist might not
work for another.
So don't force yourself into strategies that feel
like pulling teeth.
If you hate social media, don't do it.
Start where you have energy, build systems you
don't dread and stay consistent because the magic
(07:48):
formula for self-pay clients, clear niche, consistent
marketing, a solid client experience, and boom, you've
got a self-pay practice.
You've got this.
If you want to fast track that process,
stop spinning your wheels, come hang out with
me in the abundance party.
It's literally what we're built for is getting
you from this is overwhelming to my practice
feels good.
(08:09):
It's full.
You can DM me the word party or
check the show notes for the link.
Today's free worksheet is common marketing strategies for
therapists, DM the word sheets, and I'll send
you a link for that.
It's also in the show notes if you're
listening.
All right, that's it for ask Alison this
week.
Have a really good one.
If you're ready for a much easier practice,
(08:31):
therapy notes is the way to go.
Go to therapy notes.com and use the
promo code abundant for two months free.
I hope that helped.
If you have questions for ask Alison, or
you want to get your hands on the
worksheet for this episode, go to abundancepracticebuilding.com
slash links.
(08:52):
If you're listening, you probably need some support
building your practice.
If you're a super newbie, grab our free
checklist using the link in the show notes.
I'd love for you to follow rate and
review, but I really want you to share
this episode with a therapist friend.
Let's help all our colleagues build what they
want.
(Transcribed by TurboScribe.ai. Go Unlimited to remove this message.) Welcome to Ask Allison.
Y'all ask the questions about having a
fun and thriving practice and I answer them.
We have a worksheet for you today so
you can bring this answer into your life.
You can access that at abundancepracticebuilding.com slash
links, where you'll also be able to ask
any questions you have for Ask Allison.
If you want more support, we've got some
free trainings in there too.
(00:28):
If you can't get enough Ask Allison, check
out our YouTube channel for our entire Ask
Allison library.
Welcome back to Ask Allison.
Here's today's question.
I want to grow my practice into a
full caseload of self-pay people.
How do I do that?
Solid question.
Before I answer, I want to thank TherapyNotes
for sponsoring us.
(00:48):
They are my choice practice management system.
What really sets them apart is that they
genuinely care about your experience.
It's not just about troubleshooting for them.
They actively implement user-suggested features like secure
messaging, clinical outcome tracking, real-time insurance checks,
and their AI feature, TherapyFuel.
Everyone at TherapyNotes believes in the product and
(01:09):
they want you to love it too.
Plus, they're independently owned, which means no venture
capital and no pressure to prioritize their investors
over their customers.
This independence allows them to keep their prices
fair, to focus on innovation, and prioritize customer
experience.
With over 100,000 therapists already on board,
they've proven you don't have to compromise success
for quality.
(01:29):
If you're ready to see for yourself, try
TherapyNotes free for two months with code ABUNDANT
at TherapyNotes.com.
All right, so let's dive in.
If you're multitasking, folding laundry, or like walking
the dog, come back to me for just
a sec, because this is really foundational if
you want a full practice of self-pay
clients who are actually a good fit.
(01:50):
The first thing you have to nail is
that you have to have a niche.
I know some of y'all are probably
resisting that idea hard.
You're thinking, I really like variety.
I don't want to do the same thing
every day.
And I totally get that.
Same here.
In fact, in all the years I've had
a full and thriving practice, I'd say about
60% of my caseload was made up
of my niche.
(02:10):
And the rest was a mix of clients
I enjoyed seeing with different presenting concerns, often
related concerns, but that variety kept things really
interesting.
And I still got to position myself as
an expert in the thing I was known
for.
Because that's the magic of niching.
It helps you look like an expert in
one thing, which makes you way more trustworthy
to potential clients.
(02:31):
And when people see you as an expert
in one area, they often assume, correctly, that
they are also highly qualified to work with
other issues.
Now, especially when we're talking about building a
self-pay caseload, the next part is huge.
If someone is going to pay out of
pocket, instead of using the insurance they already
have, they need to believe that you are
(02:52):
the person who can help them, not just
a therapist, the therapist.
And how do you help them come to
believe that?
Through your marketing.
Your website, your Psychology Today profile, your content,
whatever you're putting out there needs to make
it crystal clear who you help, how you
help them, and what changes for them after
(03:13):
working with you.
When your messaging speaks directly to your ideal
client's pain points and uses their actual language,
not psychobabble or jargon, they feel really seen.
And when they feel seen, they reach out.
I've seen it again and again, clients saying,
I've read your site and I knew you
were the one I needed to talk to.
My students talk about their clients quoting back
(03:36):
something from their website in that initial phone
call.
That doesn't come from luck.
That comes from clarity.
So no, a niche isn't going to box
you in.
It'll actually make your work easier and your
clients easier to connect with when you're marketing.
So you don't have to marry your niche
forever.
I'll just, I need to put that out
(03:56):
there.
Start with a marketing niche, the thing you
become known for, and you can let it
evolve from there.
So let's talk about marketing.
You need five marketing strategies to fill your
practice.
Not 10, not every platform, not whatever's trending
this month.
You need five, that's plenty.
Some of those can be set it and
forget it, like your website or your directory
(04:17):
profiles.
Others should be consistent, like networking or content
creation, if you like that sort of thing.
But more than five, and most therapists lose
steam, they lose consistency, or they half-ass
all of it.
And a scattered, burned-out marketer does not
attract self-pay clients, trust me.
I have seen more than a few therapists
try to do everything, and they end up
(04:38):
doing nothing really well, and they don't get
the practice they want.
Now, two of your strategies, two of these
five, need to be networking, the not gross
kind of networking.
This is one of the best ways to
grow a self-pay caseload.
Not because you're out there schmoozing and handing
out business cards, like you're some kind of,
at some awkward chamber of commerce mixer.
(04:59):
I'm talking real human connection with other therapists
and professionals that are often in contact with
your ideal clients.
The great part is, you're amazing at connection.
It's literally what you do for work.
You don't have to be extroverted.
You just need to be clear about who
you help, and you've got to be willing
to connect in a genuine way with people.
(05:20):
And you can do this in a way
that feels authentic, like reaching out to a
local clinician you've heard good things about, and
setting up a quick virtual coffee chat.
Rule number one with not gross networking is
that you are not selling yourself.
You're building actual, real relationships.
The second thing you need to do out
of these five is you need to have
a really great niched website.
(05:41):
Your website isn't just a digital business card.
It's your hardest working employee.
It should turn curious visitors into clients.
And if you want self-pay folks, your
website needs to be specific, warm, and built
with your one ideal client in mind.
It doesn't need to be fancy.
It doesn't need to have a bunch of
jargon, just really clear, compelling copy, which are
(06:02):
the words on your website.
And it needs to be easy to navigate.
Say who you help.
Say how you help them.
Say what they can do next.
That doesn't mean it needs to be three
sentences long.
We need to talk about their daily lived
experience.
We need to be explicit about what their
life is like for them right now.
That helps them trust you.
And please don't hide your feet.
(06:23):
People paying out of pocket want to know
what they're getting into.
Transparency builds that trust.
I always say your website should feel like
a conversation with someone who just gets it.
That's what people are looking for.
So networking and a great website, these are
non-negotiable.
Now pick three more marketing strategies that feel
doable and aligned with your personality.
That might be SEO if you're more techie.
(06:44):
It might be giving talks if you like
public speaking.
It could be blogging, vlogging, social media, joining
online communities where your ideal referral partners hang
out.
The what of those three things is flexible
because I don't want you to choose something
you'll hate because then you won't do it.
That's part of what we teach in the
abundance party is to help you select which
ones are going to be most likely to
(07:06):
be done by you.
So that what is is flexible.
But the commitment is not.
Of those five strategies, that's your whole marketing
plan.
Some passive, some active, some online, some in
person.
Rinse and repeat.
You do not need more.
There is no magic bullet.
This is where a lot of people get
(07:26):
taken in by some ad they saw on
Instagram or something.
There is not one thing that is going
to build your practice.
That's not how it works.
Also what works for one therapist might not
work for another.
So don't force yourself into strategies that feel
like pulling teeth.
If you hate social media, don't do it.
Start where you have energy, build systems you
don't dread and stay consistent because the magic
(07:48):
formula for self-pay clients, clear niche, consistent
marketing, a solid client experience, and boom, you've
got a self-pay practice.
You've got this.
If you want to fast track that process,
stop spinning your wheels, come hang out with
me in the abundance party.
It's literally what we're built for is getting
you from this is overwhelming to my practice
feels good.
(08:09):
It's full.
You can DM me the word party or
check the show notes for the link.
Today's free worksheet is common marketing strategies for
therapists, DM the word sheets, and I'll send
you a link for that.
It's also in the show notes if you're
listening.
All right, that's it for ask Alison this
week.
Have a really good one.
If you're ready for a much easier practice,
(08:31):
therapy notes is the way to go.
Go to therapy notes.com and use the
promo code abundant for two months free.
I hope that helped.
If you have questions for ask Alison, or
you want to get your hands on the
worksheet for this episode, go to abundancepracticebuilding.com
slash links.
(08:52):
If you're listening, you probably need some support
building your practice.
If you're a super newbie, grab our free
checklist using the link in the show notes.
I'd love for you to follow rate and
review, but I really want you to share
this episode with a therapist friend.
Let's help all our colleagues build what they
want.
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