151 Marketing for Therapists: Beyond the Couch

Get your step by step guide to private practice. Because you are too important to lose to not knowing the rules, going broke, burning out, and giving up. #counselorsdontquit.

Episode Transcript

Speaker 1 (00:00):
Okay, perfect.
Thank you so much.
I'm excited to get to speak toyou all.
I'm assuming most of you arefrom Texas, just because I know
that's where Kate is and that'swhere the majority of her work
kind of exists.

(00:21):
For the most part, I am justnorth of Charlotte, north
Carolina.
I'm going to share my screenand go through some of the
marketing strategies that I wantto talk to you about today.
The one thing I do want to tellyou I'm a former inner city
school district teacher.
I tell this to everyonewhenever I am presenting.
I am used to having chairsthrown at my hand because I was
inner city.

(00:42):
So I have no problem withadults unmuting and asking me
questions.
So please do not be afraid toask me any questions.
You can interrupt at any time.
I will try to keep an eye onthe chat.
The hard part for me is thatonce I go to share my screen,
it's really difficult for me tosee the chat.
So I am okay with you unmutingand just saying hey, wait, stop,
let's go back to that.

(01:02):
So that is not a problem.
I just kind of wanted topreface everything with that so
you can make sure you get yourquestions answered.
I am going to hit share and Iwill get my screen pulled up so
that you will be able to see myslides.
We're going to go through this,not that this, and we're going

(01:22):
to share.
I'll keep an eye on the chatfor you too, jenny, perfect, and
interrupt me at any time.
Like I said, not share, I wantto present.
That's what I meant to hit.
That's perfect.
Thank you, present.
There we go.
Okay, perfect, all right, soyou are here from couch to click

(01:43):
, building a marketing plan thatworks for your therapy practice
.
So some of you may know, I haveworked with Kate probably for
the past three to five years asher business coach.
She has worked one-on-one withme as well as worked in my
mastermind program, and she isalso a member of my insiders
group, which I'll tell you alittle bit more about towards
the end.
If you do not feel comfortableasking me questions in front of

(02:07):
everyone, you'll notice myInstagram is at the bottom of
all of my slides.
Please feel free to send me aDM on Instagram.
I'm happy to answer thequestions there.
If you don't feel comfortablespeaking in front of the group,
that is not a problem for me atall, and it is me.
So let me tell you a little bitabout myself.
This, the shorter one, isactually me in that first
picture.
I am not only a former innercity school district teacher,

(02:29):
but I was a basketball playerthat played in college.
I am now five five.
We just recently found out thatI grew an inch since being in
college.
I was five four when I playedin college, but I have learned
throughout my entire time thatbeing able to be the smallest in
the room made me more willingto do the things that other

(02:52):
people wouldn't be willing, alsokind of made me a dinosaur in
the online world.
I have been online since 2009with my businesses.
So Instagram did not exist,tiktok certainly did not exist,
and Google Plus was a big thing,if anyone knows what that is.
But I not only was a basketballplayer, but I am a business

(03:15):
coach.
I do mastermind programs withmy clients.
I run a membership.
I'm also a first-time author.
I wrote my book InfluencerEntrepreneurs your four-part
framework for building youraudience, growing your business
and making money online, and itcame out in 2020, april of 2020
to be exact.
It happened to be perfecttiming because that was, of

(03:37):
course, when the world shut downand everyone came online and
that book really walks youthrough what we're going to kind
of dive a little bit into.
It goes more in depth into thatas well.
You can find all of your localbookstores.
I'm also a podcaster.
I have been podcasting for,good Lord, 10 years.
It just sounds so weird to sayso.

(03:58):
There is a lot of content overthere as well.
If you go into your favoritepodcasting app and search Jenny
Melrose, I will definitely popup and you will see my blonde,
very blonde face on there.
That lets you know it is me andthere's tons of content over
there as well.
So if you hear something todaywhere you're like I want to know
more about the strategies she'steaching, podcasts will dive

(04:18):
into that.
Now I'm going to warn you.
I also have two daughters andit is six o'clock in over the
summer right now.
They are 12 and 15 and a half,and I also have two dogs.
So if chaos ensues and breaksout, do not be surprised.
Please give me some grace.
We are doing our best to keepeverybody quiet as we go through
, but we never know what's goingto happen.

(04:40):
So one of the things that I,when I work with a lot of my
therapists.
One of the big questions Ialways ask is whether or not
you're ready for a marketingplan that is aligned to your
professional ethic.
One of the conversations Icontinually have with my
therapist is that when it comesto marketing, they often see it
as a form of manipulation.

(05:01):
They feel like they are overpromoting themselves, they are
just talking about themselves,when in reality, marketing is
helping people find you whenthey need you.
So I want you to kind of havethis shift in your mindset and
reframe the way that youpotentially might have looked at
marketing and look at it moreas a way that if you don't put

(05:25):
it out there that you offerthese services, that you do
these things for people, thenit's kind of being selfish,
because now, when they have theproblem and you could solve it,
they can't find you.
So we're really going to talkabout different ways today where
you can make sure that they'reable to find you.
You're in the back of theirmind because you've already done
the marketing.

(05:46):
You may not find that you putsomething out and they're in
your office the next day.
Marketing is really about along tail game where they're
going to end up in your officesix months, two years, and it
may not even be them that endsup in your office.
It could likely be a friend orfamily, because they are aware
of what you offer.
So I want you really to startto think about marketing as a

(06:09):
way to help the people find youthat need you.
The way in which we're going todo this is we're going to break
down my PAC framework.
It's the framework that's goingto make sure that you're really
clear on who it is that you'retrying to bring to you.
This is something that I find alot of people will often
struggle with, because we havethis ability or want to do is to

(06:32):
cast this wide net where it'sgoing to bring in every single
person we are for everyone.
We are too afraid to say nope,these are my people.
I work with police officers,spouses, and I'm only working
with those that have only beenmarried for less than 10 years,
whatever it might be.
We are too scared to niche downwhen, in reality, niching down

(06:54):
and getting really specific onwho you were meant for is going
to attract those ideal people aswell as a larger net that you
may find you will go outside ofwhat you initially were trying
to reach for.
So we're going to talk aboutthis PAC framework in detail so
that you can get a betterunderstanding, making sure that
your marketing is in line forwho you are looking for and how

(07:18):
to make sure that they find you.
The first piece is positioningand what makes you uniquely you.
This one I can't even find herbecause she looks so different.
Now this one right here is mine.
She's actually much blonder now, but what is it that makes you
different?
How are you different fromeveryone else?
That's out there, andoftentimes we think that this

(07:40):
has to remain in this tinylittle square box of it being.
I have all of these ABCalphabet letters behind my name
of what I am certified in, when,in reality, if you are able to
talk from a standpoint ofconnection, in what you have in
your background and what youhave done previously, that's

(08:02):
where the connection actuallycomes and that's where
positioning comes in for you.
So when we're looking atpositioning, we're trying to
figure out what makes you unique.
This can often come from reallyunderstanding, maybe, your
family background.
What does your family look like?
What did it look like?
What does it look like now,when you are trying to figure

(08:24):
out how you can set yourselfapart.
All of these things are goingto come into play.
The next one may be your schoollife.
What was your education?
Where did you go to school?
You want to give people anopportunity to immediately know
you're their person.
I had a conversation actuallytoday with a coaching client,
also a therapist, and sheimmediately said to me I know

(08:46):
that if someone meets me thatI'm a good fit for them, they're
going to go with me.
She goes because I'm me.
I am going to tell them exactlythe way that it is and they're
going to recognize that and knowthat I'm authentic.
You want that to come acrossand you want someone that's
going to be okay with that.
I'm also not only do I live inNorth Carolina, but I am

(09:07):
formerly from New York.
I don't always sit well with alot of people because I can be
very bossy, I can be veryupfront about things and I may
not be for everyone, and we haveto be okay with that because we
are meant to attract those thatwe can ultimately help.
The next piece might be yourextracurriculars.
If you know Kate and I'm suremany of you do you all know that

(09:28):
she plays in a band.
What makes Kate different iswhen you were seeing her on
social media.
She brings in what she canoffer for all of you, with the
pain points that she solves, butshe also gives you a place of
point of connection.
It isn't just the square, it istaped who she is and what she

(09:48):
loves.
Your life experiences couldvery well be a part of it.
It gives an opportunity forclients to potentially connect
with you without, of course,crossing lines where you're
uncomfortable.
And then the last would be yourpersonality.
I kind of touched a little biton this, but your personality,
the way that you approach people, the way that you talk to
people, the way that maybe yougive them a chance, maybe you're

(10:10):
a listener and you give them achance to just kind of sit in
the quiet and give them anopportunity to talk about what
they need to talk about.
That is where they're going tohave this ability to connect
with you.
And you need to know yourpositioning, because it is what

(10:32):
is going to make you stand outand give those people an
opportunity to choose whether ornot they're the right fit.
Now, with the marketing contentwe're going to talk about,
that's how you're going to getin your positioning.
The next piece is yourauthenticity.
You lead with your heart.
This is actually my privatepodcast for my premium members
that they get three episodes aweek and this is the photo,
because this is very much theway that I am.

(10:53):
I talk with my hands.
I have a habit of telling youexactly what I'm thinking, I
think.
This morning I was told threetimes I'm bossy, but thank you
so much.
It's just what you're going toget and that is what people are
going to connect with when theycan see your actual authenticity
of who you are, what your goalsare and how you are trying to

(11:14):
help them.
That makes all the differenceand what ends up happening when
you are authentic is they tellall of their friends, they tell
their family, is they tell allof their friends, they tell
their family.
They end up giving you naturalreferrals because they
authentically, can see what youbelieve in, what your heart is
and how you're going to helpthem.
This is where not only is yourpractice becoming part of your

(11:40):
legacy, but your legacy isgiving you the opportunity to
not reach one to 10 peoplethat's in your office but it
gives you an opportunity toreach many, because when you're
teaching the skills that you'regiving them in the therapy room
to one person.
It's very likely that if theyhave a family, they are passing
those skills onto their familymembers and with this

(12:01):
opportunity, it provides youthat chance to make sure that
you are getting those referrals,getting more people as one of
my clients likes to say, buttsin seats so that you can
potentially create a practicethat goes beyond maybe just
private practice, but maybe youend up having multiple people
that are working for you andpotentially the idea of being

(12:23):
able to create courses orworkshops that could be done
virtually, rather than having totrade your time for money by
being and having butts in theseats.
So this provides thatopportunity for you.
The next piece of the PACframework is the confidence
Knowing that you can confidentlytell people what it is that you

(12:44):
are going to be able to helpthem with.
They can tell.
Now, one of the things that alot of people will talk about is
the fact that, oh, she's soconfident.
She was born with it, and Itruly believe that no one is
born with confidence.
It is like a muscle you work it.
The more you work at it, thebetter you get at it.
Now, one of the first steps isto fake it, and I don't mean

(13:05):
especially after I just told youto be authentic, that I want
you to pretend you're someonethat you're not.
I'm not saying that.
What I'm saying is, in order todo something for the first time
, you have to act like you'vedone it before.
That's the only way you'regoing to get better and more
confident in it.
The more that you do it, thebetter you become.
The more people you have inyour office, the more clients

(13:28):
that you work with, you becomemore confident with those people
.
So, getting through and pushingthrough that awkwardness that
you can often feel probably theability of feeling nervous and
scared, being able to fake it Dothe things that need to happen
so that you can get better andbetter at it being able to fake
it.
Do the things that need tohappen so that you can get
better and better at it, beingable to practice it, so that you

(13:49):
have more confidence as you goalong.
The next piece is to manifest it.
You have to talk about what itis that you want out of your
practice to others, to more thanchat, gbt and AI.
You have to be talking to youractual family, a friend, telling
them what your big dreams arefor your practice, and if those

(14:11):
big dreams are to speak onstages, let that be part of it.
If you want to be able to write, run a retreat, let that be
part of it.
You have to put it out thereand actually visualize it and
manifest it in order to help ithappen.
And this is where the state itcomes in.
The more you tell people ofwhat your goals are, the more

(14:32):
you're going to not only feelheld accountable by yourself,
because now you've told someoneelse, but it's likely they're
going to check in on you.
How are things going?
Where are you with that?
I recently had a friend thatactually did that this morning
with me.
Oh, I know you have a hugeretreat coming up in November.
How is all the planning going?
I'm in the middle of summer andI want to talk about this right

(14:53):
now, but she's holding meaccountable to keep me in line
with what my big goals were.
And that's what we want to makesure that we are doing by
having all of these put togetherthe fake it, the manifest and
the stating.
It is going to lead to moreconfidence in what it is that
you're doing, so that you canhit those big, scary goals that
you've set for yourself.

(15:15):
The next piece is kindness ofthe framework, and I know it
seems like it wouldn't be a goodfit, but I promise it's going
to make sense.
Kindness is going to come notonly from listening to your
audience, understanding whattheir pain points are.
A lot of times, what I havefound with the therapist clients
that I work with you all liketo use therapy language.
You use what it is that theirproblem is instead of thinking

(15:38):
about what it is that they areactually struggling with.
So, for example, if we weretalking about someone that is a
police officer and or EMDR youdo EMDR.
You work with trauma.
You are talking aboutresiliency.
Is that a word that your actualpeople are going to be using?

(15:59):
Are they going to understandthat they need to be more
resilient?
Or are they going to say why doI feel like crap?
How do I get out of bed Like?
You have to make sure, when youare listening to your audience
and to your people that are inyour office, that you're
understanding the language thatthey're using, because we're
going to use it in our marketing.
We're not going to talk aboutresiliency unless we're using it

(16:23):
in a way where we've alreadydefined it and they understand
what that is.
Another one is I have um, youknow when we might be a
therapist to a police officer.
There's something I can't thinkof a word, of course, right now
where he automatically will goback to trying to do something.
It's word hyper, hyper, oh mygod, not hyperactive, but, yep,

(16:48):
not coming to me.
It's something hyper, hyper,vigilant, and I'm like I don't
know what that means.
I don't.

(17:14):
Maybe some of your people willknow what that means if they've
been with their officer for 15years and they've heard that
from a workshop or fromsomething that he said.
But if you've got a newer wifeor a partner in, they're not
going to be searching forhypervigilant symptoms.
They're searching for why is hesuch a psycho and sitting by
the door and always having hishead on a swivel and reacting to
certain situations.

(17:34):
Those are the words that youhave to use.
You have to know that to use itin your marketing plan.
The other piece of kindness isgiving yourself some grace.
As therapists, I have foundthat a lot of you are
perfectionists.
A lot of you like tooveranalyze what it is that

(17:55):
you're doing and think that youcan always do it better, and I
don't think that it's wrong thatyou should be looking for ways
to improve, but you have to giveyourself some grace.
You have to understand thatyour path is your path only.
Just because someone has a hugepractice with 10 people, 10
therapists working in it,doesn't mean that that's the

(18:16):
right fit for you.
That doesn't mean that youshould feel less of what it is
that you have accomplished.
So, understanding and makingsure you take a step back from
what you're doing, because, inmy eyes, therapists are all
small business owners.
If you're private practice, ifyou're working for a practice,
you're all small business owners, and a lot of the marketing
that you have to do has to bedone by you, potentially someone

(18:38):
on your team, but still youhave to understand it.
So knowing that you need togive yourself some grace is
going to be key with this.
And the last piece, withkindness, is that you have to
remember your journey is yours.
You probably have gone throughsome struggles in your life that
have changed the path that youhave to remember.
Your journey is yours.
You probably have gone throughsome struggles in your life that
have changed the path that youthought you were going to be in.

(18:58):
There are always.
Covid is a perfect example.
There are tons of examples.
A family member gets sick.
You end up having to takesomeone in that's part of your
family that isn't yours maybe.
There's lots of situations andyou always need to take that
into consideration and, in thesame token, you need to know

(19:19):
what your goals are.
Your goals may not be to run amillion dollar practice.
Maybe you're not good atrunning other people and
managing them.
So if that's not your goal, whyare we looking at what someone
else is doing and going, oh, Ishould be doing better.
Apples to oranges.
Remember that your journey isyours, all right.

(19:40):
So let's talk about marketingchannels, because this is the
big piece of what we need toknow.
We talked about the packframework, which is what you're
going to use in your marketingchannels All of the copy, the
language that they use, the waythat you're going to use in your
marketing channels, all of thecopy, the language that they use
, the way that you're going toconnect with them through
positioning.
All of that is going to comeinto that.
The first thing that isessential to stand out in 2025

(20:03):
and moving forward is a website,an SEO.
Now, seo is just search engineoptimization.
I know it sounds really scaryand crazy, but really what it
means is what are people typinginto Google in order to find the
solution to their problem?
That's what SEO is, and inorder for you to come up higher
than someone else, you need toanswer the question and when you

(20:28):
answer the question, make surepeople are finding it is the
best answer they can.
They're staying on your website.
They're going from one articleto the next article, to the next
article.
Your website needs to representyou and who you are, your values
, but it needs to be written toa standpoint of who your ideal
client is.

(20:48):
It shouldn't be written fromthe standpoint of I, I have done
this.
I do that.
I have EMDR certification.
I have taken 30 million CEs.
Whatever it might be, it'swritten from if you're
struggling with this, this iswhat we're going to do.
You're showing them thetransformation that they're

(21:10):
going to go through through yourwebsite.
Your website is also anopportunity where you want to be
able to grow your email list,because we're going to talk
about the importance of havingan email list to do email
marketing.
That's going to be also one ofyour marketing channels.
I can't resist because I alwaysgo back to email.
When it comes to your website,you also have an opportunity

(21:34):
that, if you want to do speaking, you can have a speaking page
and let them know what thatlooks like and where you've
spoken in the past and what theycan expect to get from you.
If you wanted to do workshopsor a course that is digital, so
that your clients maybe that arein your therapy room, maybe you
do something for the parent ifyou work with kids, or you do

(21:54):
something for the spouse if youwork with couples, anything like
that would also be included onthe website, as well as content,
and that's the next piece thatwe're going to talk about.
Your content marketing is goingto be blog, podcast and YouTube
, and you're answering thequestions that they have, which

(22:15):
is why it was so importantbefore when I said to you don't
use the word resiliency, don'tuse hypervigilant.
That's not what they'researching for.
They're searching for why, how,and that's what you want to
answer why your officer isacting like this, how you're
going to be able to pickyourself out of bed, how to deal
with grief, how to deal withshame Any of the things that you

(22:38):
have that you can recognize andthey recognize.
Those are the pieces of contentthat you're going to be
creating.
Now it says Blonde Podcast orYouTube.
Because I believe in repurposing.
I think it's really, reallyimportant that if you're going
to put content out first, Irecommend that you start with

(23:02):
one that you're really confidentwith.
If you've never done thisbefore, I'm not going to say, oh
, you need to do all three.
I am not that person that'sgoing to tell you that.
I want you to get started withone and get comfortable and
confident with it and see howquick you can do it.
And then, ideally, what I wouldlove to see is if you're
choosing writing and you'regoing to write a blog post,
that's fine.

(23:22):
Ideally, your next step would beto go to YouTube.
If you're comfortable in frontof video, I cannot stop singing
all the praises for YouTube.
It speeds up the opportunityfor people to get to know you.
Because of TikTok and Reels andthe crap that people consume,
they have glazed eyes when theylook at content now.

(23:45):
So in order to really getthrough to people, you need to
be on YouTube long form videoanswering question and giving
them all the solutions that theycould have that they need in
order to have a solution.
Now, what I teach to my membersof my insiders program is that

(24:06):
you take your YouTube, you turnit into a podcast because you
pull the audio from it, and thenyou take the transcript from
that and turn it into a blogpost.
So from one YouTube video, youend up with three pieces of
content.
Plus you can do social sharesif you have to.
Now I know for some of you thatare not marketing at all.
You're like holy crap, lady,you're absolutely insane.
Which is why I started with.

(24:26):
If you're more comfortable justwriting, start with a blog post.
But it's important that youunderstand what are the words
that they are using to find thesolution for their problem, the
problem that you solve.
And I want you to get reallyspecific about the problem that
you solve.
Get clear on that.
Who is your ideal audience?
What age are they?
What are they struggling with?

(24:46):
What is their family makeup?
Are they divorced?
Are they single?
Do they have an elderly familymember that has to potentially
live with them?
Depending upon what you'redealing with, you're dealing
working with grief, shame,police officers, whatever it is.
So really start to get clear onthe content so that you can put
that out there, answering thequestions that they have.
This is how you're going to getfound by others and you again,

(25:11):
this isn't going to be.
Oh, you create a blog post andring, ring, ring you've got a
new client.
It doesn't work that way.
Someone is going to read thatarticle and that you're going to
sit in the back of their headso that when they're ready to go
see someone or they hear ofsomeone needing someone, they're
going to recommend you.
That's what this contentmarketing is all about.
That's what this contentmarketing is all about.

(25:34):
The next piece is emailmarketing.
The idea behind email marketingis you want to have something,
that you have direct contactwith your people and you would
use your email marketing tocontinue to educate them.
So you would offer them a guide, something simple five tips to
help feel more confident dealingwith shame.

(25:56):
Let's just say, as an example,that guide is what they would
get.
You would get their email inexchange for the guide, and then
you're going to email them whenyou have new content come out,
so you can continue to educatethem, so they continue to feel
like they know you, they likeyou, and then they trust you
enough to become a client wherethey are getting their butt in

(26:19):
the seat.
So email marketing is going tobe key when you're looking at
marketing channels and I've kindof done these in the order that
I recommend when you are firststarting, order that I recommend
when you are first starting Ifyou are already putting content
out and you do not have emailmarketing going.
This is where you got to get tothis, because otherwise you're

(26:40):
putting content out there andpeople are just going away
afterwards.
If you get their email, you cancontinually let them know about
new blog posts, new podcastposts, those new YouTube videos
that you may have.
So it's going to be key thatyou need to do that.
The last piece of marketing Iwill always believe in is

(27:02):
networking.
Whether you are networking withother therapists, whether you
are networking with, let's say,you do, child play therapy,
networking with daycare owners,going into the daycare owners
and offering them up somethingto let them know hey, this is
what I do, this is what I offer,no pressure whatsoever.

(27:22):
Here's a great way.
I have a podcast that teaches,that does tantrums for
two-year-olds clearly a client Ihave and recommend it to them
so that they can just listen toit to be able to help them in
the actual classroom.
What will end up happening iswhen they have a child or parent
that comes to them that says,hey, we're really struggling
with getting on time to schooland my kids are having tantrums

(27:45):
all the time.
Here's a great podcast that Ihave heard about and then they
listen to it and that's wherethe client will come from.
So, really having this abilityto network, to create those
relationships with those thatare other therapists, so you can
have a networking and seeingokay, if someone needs this, I
can send them to this one, ifsomeone needs that, I can send
them to this one but alsothinking about networking with

(28:08):
the businesses that will be incontact with your people.
So, if you deal with grief,potentially looking at I know it
seems odd, but a funeral homeand offering them 10 simple tips
that your family needs to knowduring their grief, what they
need to plan for, and thenoffering that to the funeral

(28:29):
home Because, again, if someonecomes in, it's going to be
something that they are going tohave at the top of their mind
because you're offering value.
It's always about that valuethat you're providing.
All of you became therapists, Iwould believe, because you are
very heart-led, you wanted tohelp people.
You wanted to make them feelbetter about the life that

(28:51):
they're living and to live amore fulfilled life.
It's not always easy.
I know that there's ups anddowns, but that was the purpose
of where you started, so why notoffer this as an opportunity
for others to know how they canconnect with you, how they can
make sure that they are gettingthe services that they may need,
or that their family andfriends are getting the services
that they may need, or thattheir family and friends are

(29:13):
getting the services that theyneed?
Your marketing channels aregoing to be key to helping you
with this.
I know that a lot of you atleast from what Kate has said
and what I've heard otherclients see to me is that you
want to do Google AdWords andyou want to be sponsored and you
want to.
Some people will throw money atads on Facebook or Instagram.

(29:35):
Start free, figure out whatlanguage your people are using
and the marketing that you needto do before going through and
paying to have other trafficcoming through your door.
I'm going to leave it at that.
I was going to say somethingelse and I changed my mind.
If you were ready to grow yourpractice I wanted to offer you

(29:59):
all.
I believe Kate may have putthis in the chat or she was
going to send it to you all.
This is my strategic growthplan.
Ignore this title I don't knowwhy that's there but it's a
strategic growth plan that'sgoing to help you really create
a content plan.
For what it would look like,what would you be putting into
it, how would you make sure thatyour pain points are being hit
upon?
And then it'll give you acalendar to kind of prepare you

(30:21):
for consistently putting outcontent, getting in front of
your audience.
Now, one of the things that Italked about in the beginning I
mentioned my Insiders program.
It is a monthly membershipwhere I do three trainings per
month and then one groupcoaching call.

(30:42):
The marketing that we aretalking about is exactly what I
teach.
I go into depth so that if youdon't understand SEO, there's
trainings all on SEO keywordresearch.
If you're wondering about emailmarketing, if you're trying to
figure out your website, I amyour marketing friend.
If you were to scan this QR code, it will bring you, through

(31:05):
Kate's affiliate link, to thecheckout page for insiders, and
then we would access you througha Facebook group and I do all
my calls live via Zoom, justvery similar to this so that I
can get questions answered.
Use this code B of B atcheckout and it'll give you 40%
off every single month.
So normally the membership is$49 a month.

(31:27):
With Kate's affiliate link andthis code, it'll drop it to $29
a month.
Do you all have any questionsfor me?
Feel free to unmute.
You can wave your hand at me.

(31:49):
It'll show a raised hand too.
Unmute, you can wave your handat me.
It'll show a raised hand too.

Speaker 2 (31:54):
Well, everybody's deciding.
Can you hear me, jenny?
Hi, kate, hi, sorry I was late.
I'm so glad you're here.
I love to be here and I want tointerject just some things,
because you're doing thiswebinar for a CE.
So while you guys are gettingup your nerve to ask a question,
please ask questions.

(32:15):
One of the things that doingthis type of marketing, what it
does for your ethics.
So one of the examples I don'tknow if Jenny gave this example
is for your waiting list.
Like, if you have a waitinglist for your services and
you're able to offer yourclients potential clients sorry,
potential clients a newsletteror some access to a video where

(32:38):
you're giving them three waysthat you can use play therapy or
three things that you can dobefore you start couple
counseling Right, that isaddressing that issue of people
just kind of languishing outthere waiting for you.
Another thing about ethics isto understand that all of this,
all of this content that you'recreating, that you're writing,

(33:01):
is within your scope of practice.
Right, it's within yourexpertise.
So those of you who aresupervisors out there, you're
going to want to beknowledgeable about this for
your associates as they're doingtheir marketing, right?
So if they're saying, like I'man EMDR expert or I am able to
do, you know, magical hypnosisor whatever it is.
You're able to monitor that sothat their content, that they're

(33:25):
creating their TikTok dancesand their videos and things
they're staying within theirscope of practice.
So everything Jenny's talkingabout, right, this is putting
out words, it's putting outvideo, it's putting out audio
that will attract your idealclient, but it stays within your
scope of practice, right?

(33:46):
All of the things, jenny, youcall them content pillars, right
?
The things that have to do withwhat you are able to do,
whether it's grief or couplecounseling or family counseling
or EMDR play therapy.
You know what is how to 10 waysyou can all of those things.
You can write content or speakcontent into a camera and then

(34:10):
let the transcript do the workfor you.
But I wanted to make sure youguys had that piece of this as
well, since this webinar is alsoa CE for you.
So if you have questions aboutthat, I have a question.

Speaker 3 (34:25):
So, jenny, and I think maybe Kate, I'm going to
need your advice.
When I I did maybe, kate, I'mgoing to need your advice when I
did finally create my freebiegiveaway thing, I finally got
that on my website, very proudof myself for at least getting
it on there.
I think I've had two peoplefind it.

(34:46):
That's it Like nobody has foundit.
So I remember when I put it on.
I'm on Squarespace and I knowone of the things that it said
there was something to clickabout.
If the person doesn't want tobe on the email list but they

(35:06):
want to get the freebie, theycould get the freebie but I
wouldn't get their email orsomething like that.
Is that an ethical like?
How does that work withcollecting email?
I know, jenny, you hadmentioned once we have to have
an op, like an unsubscribe thingon there, and can you just talk
more about that?

Speaker 1 (35:25):
Yeah.
So when it comes to like thelanding pages you're talking
about or the button that youhave on your website for people
to actually subscribe, in myopinion, if they click on it and
they want a guide, they canreceive it.
If they then decide they needto unsubscribe, they can
unsubscribe.
You have that with any emailservice provider.

(35:45):
Like that is part of it, andthey have to confirm in order to
get that guide once they getthe email.
So, ethically, you are coveringyourself.
Like it's on there, my formswill say you will not receive
any spam, any of that kind ofstuff.
Like you get me and me onlyoften.
But they know what they aregetting.

(36:09):
Based on that form, like you'retelling them this is your guide
and they can see by now, in2025, people understand that
they give your email address.
They know they're gettingsomething in their email.

Speaker 3 (36:22):
Okay, yes, so why is nobody finding me?

Speaker 1 (36:26):
So I have lots of questions about that.
Where is it on your website ismy first question.

Speaker 3 (36:34):
I wish I could answer that I don't.
I'm on vacation, so I vacationbrain.
Right now I'm like not thinking, but I think it's got a
separate tab.
I think there's a separate tabfor it.

Speaker 1 (36:47):
So that's part of the problem, because people have to
actually click around to findit.
Ideally, what we want to do iswe want to have that form on the
homepage.
So right on your homepage whenthey come in, I want like
something towards the top thatsays do you want this?
Like, do you want whatever itis, the guide is, and they click

(37:08):
, put their email address intoThen.
So you have it here at the topand I would also recommend it
down in the footer.
It's called a squeeze.
You're squeezing all yourcontent so that if they scroll
past the first one and they'relike, oh, I'm looking at what
she offers and all the greatthings, and then they get down
to the bottom and they're like,huh, I'm interested, then they
may opt in.

(37:29):
It can be the same exact opt-in, doesn't have to be a different
guide, but you want it to be onthat home page so they can
easily find it okay, and itdoesn't have to be a pop-up
thing, right not have to be apop-up.
It does not.
I recommend like it's okay tohave a pop up as long as you're
like, within the google terms oflike, what you need to have in

(37:49):
order to have that pop-up, whichmost software will make sure
that it's compliant at thispoint.
But I actually would recommendthat you have it right at the
top of your website and right atthe bottom, not as a pop-up,
it's part of the actual likepresentation of it.
If you go to my website,jennymelrosecom, you'll see it
right there Like.
It's very clear.
Kate's website is set up thatway as well.

(38:11):
Um, it's set up so that rightat the beginning you can see
that it's Kate offers webinars.
I offer a guide.
Down at the bottom, she's goingto offer something else I do as
well.
It's that squeeze page.

Speaker 2 (38:24):
Okay If you find that something doesn't work.
I mean I've got I had like fiveopt-ins at one time, different
ones, okay, there was one thatjust it was a dud, it just
nobody, nobody opted in, it wasyou know.
So I changed it up and that'syou know, and people are going

(38:44):
to unsubscribe.
I mean, jenny, you taught methat it's like, okay,
unsubscribe, that's fine, butpeople who truly want what you
have to offer, like if you'regiving information about how to
grieve over the holidays, well,they may unsubscribe once the
holidays are over, but then thefollowing year they're going to
recommend you to five friendsbecause they're like, oh my gosh

(39:05):
, there's an amazing websitethat has these great resources.

Speaker 1 (39:09):
Okay, and it's also the words that you were using.
Again, like my opt-in at thetop says tired of trading time
for money.
You want them to immediatelyread a question and go yeah.
And then it just says get thestrategic growth plan guide,
click here.
And it takes them right to it.
You want to hit them with thatpain point so that they

(39:30):
immediately see themselves in itand then want it.
You want to hit them with thatpain point so that they
immediately see themselves in itand then want it.
If you just say, get your guideand they don't know what it is,
or it has a little tiny pictureor whatever it might be,
they're not going to do it.
Okay, yeah, thank you.
Of course I also noticed in thequestion and answer here no

(39:51):
comments.
That's what it's called, sorry.
Also, same brain, sandy, butnot on vacation, just a little
bit of menopausal and whoo,today has been brain fog all day
.
I also, like Kate, use Kit.
There are lots of differentsoftwares that are out there.
There's Flowdesk Kit used to becalled ConvertKit, now it's

(40:12):
just.
Kitcom is by far one of myfavorites, especially if you are
going to offer products andservices outside of just the
practice, so if you are justgoing to have people coming in
to get butts in seats and that'syour only goal.
I wouldn't necessarilyrecommend Kit.
It can get expensive.
It's very robust.

(40:32):
You can go with somethingsimpler Flowdesk, mailchimp,
mailerlite is also another greatone.
Those would probably be thefour that I would recommend.

Speaker 2 (40:46):
Other questions so I'm going to talk about ethics
real quick.
In mail, right, understandingthat you have a mail system for
clients that's protected healthinformation, that has to have a
BAA, that has to be HIPAAcompliant, you're going to

(41:08):
communicate, maybe through yourscheduling software hey, your
appointment's tomorrow, don'tforget.
You have an appointment, by theway, we're confirming you have
an appointment.
And then you're going to havemarketing software.
This is your MailerLite or yourFlowdesk or a kit, and this is
only for marketing information.
Now, back in the day, if youhit reply, all that that was

(41:33):
going to ruin HIPAA, right?
Because you hit reply, alleverybody could see everybody
else's email.
You know it was.
It was not good.
So I want you to think in termsof the survey you get after you
go to your physician's office.
Everybody gets a survey afterthey go to the doctor.
Well, the doctor isn't breakingHIPAA by sending you a survey

(41:53):
asking you about your experience.
They're using marketing emailat that point.
So you setting up two systems.
It's not complicated, right,because you've got your client
software.
This is the scheduling softwarethat's gonna talk to your
clients as clients, as aclinician.
Then the other software foryour marketing.

(42:15):
But here's where you can use ittogether.
You can put in a confirmationemail for an appointment to your
clients, a link to your opt-in.
Hey, your appointment'sconfirmed, it's not for two
weeks.
In the meantime, click thislink and you can get five ways.
You can get your five-year-oldon the bus in the morning when

(42:37):
they get back from dad's houseon Monday, and that again you're
not breaking HIPAA.
You're not doing anythingunethical.
You're simply giving yourclients another resource that
they're going to love becausethey need it, and you're also
giving them something they canrecommend to friends and family.

Speaker 1 (42:58):
Yeah, good explanation, kate.
Thank you, eileen.
I don't know if I said yourname wrong.
I'm sorry, go ahead and unmute.

Speaker 4 (43:18):
Oh yeah, I've been thinking about doing this for
such a long time and I'm juststarting to get motivated to do
the website and the blogs andthe posts and all that sort of
thing that I fast forward and Ithink so.
I know you have to have asocial media plan.
I have family members thatunderstand all that.
After a while does it get likesort of oppressive, like okay,

(43:43):
it's the first Monday of themonth, I get to churn something
out, and you know how do youstay motivated to do it?

Speaker 1 (43:52):
It's like anything else I feel like in life, really
like sometimes it's got to behard to go into the therapy room
.
Oh, I got to meet withso-and-so today.
You know there's days whereyou're going to feel like that
In order to get around that,because, like Kate, I travel a
bit and also take the summerspretty much entirely off.

(44:13):
For the most part, I batch mycontent.
Everything is batched ahead oftime.
So if I'm going to do I mean Ihave 10 years of podcast
episodes.
We have not missed a week in 10years.
It's a bit insane, it's awesome.
My perfectionism comes out inthat way.
That's why I let you all slidewith it.

(44:36):
When it comes to the batching, Iknow that as soon as summer
hits, my house goes bananas.
My kids are just here.
It's a lot, and they're noteven little anymore.
So by May 15th is when Inormally have my deadline I need
to be scheduled until August15th with episodes, and the way
in which I do that is I will sitand I'll know exactly what I'm

(44:59):
going to be recording and I willhave it outlined, and then I
just hit record and I go fromone to the next and next and I
change my outfits because theway that I do things, I need to,
because it's more personalbranding side of me.
Um, as a therapist, you don'tnecessarily need to change
outfits or be in a differentshirt or anything like that.
Um, sorry, the sun's coming inreally weird right now.

(45:22):
Um, but I just will batch allof that content so that I'm
ahead, so that I will have theentire summer not having to
worry about any of it.
It's all about figuring out whatworks best for you and getting
on a schedule.
You don't have to put outYouTube, like any, once every
two weeks.
When you first start is awesome, like that's a great place to

(45:44):
start once every two weeks.
Then I want you to add in emailand I don't want you to worry
about social media.
I know that sounds really weirdfrom a marketer standpoint to
say, because everyone's like oh,get on Instagram, do TikTok,
get on Facebook, do all thethings.
Here's the problem.
Social media is not abouttaking action.

(46:06):
Social media is aboutmindlessly scrolling.
They are only getting awarenessof you.
They are not actually consumingand hearing and getting
problems solved.
They're getting a that wasfunny giggle off of something
that you said.
That probably is something thatmaybe came from inside your

(46:26):
practice that they can relate to.
They're not even following you,necessarily, and half the time
if they are following you, thealgorithm doesn't even show them
to you.
Plus, social media is rentedproperty.
You do not own it.
They can take it at any point.
I mentioned Google Plus in thebeginning of this presentation

(46:47):
that some of you may know ofwhat it was.
I had 660,000 followers on itand I was consistently over
there, but I was dumb and notgrowing my email list at the
time and they went bye-bye,totally gone.
Every single person never had acontact with those people
unless they came and found me adifferent way, and that can

(47:08):
happen with anything Instagram,facebook.
We never know what is going tohappen, which is why you hear me
talking about content beingblog, podcast and YouTube.
And YouTube, yes, it's a socialmedia platform, but the way
that it has changed, even when Ilook at my analytics, so like

(47:29):
understanding where traffic iscoming from, people are not
watching YouTube like on theirphone.
For me, they're watching it ontheir TV and that, just to me,
like blows my mind that peopleare sitting in their bed and
they're going.
Oh, let me listen to, let mewatch a podcast.
Let me watch this on.
That's how people are using itnow, because YouTube TV has

(47:50):
become such a big thing.
That's how people are searchingfor stuff and they find other
videos.
I believe it right nowespecially and I think, moving
forward, like you've got to havevideo.
It's just a way for people toconnect with you.
They're going to understand ooh, I don't like them, like they
have a weird accent, they talktoo fast, whatever it might be,

(48:12):
and others are going to go.
Yep, that's my person.
I know her.
I know what she's going to say.
I know her mannerisms.
I know how she's going tohesitate.
I know how she's going to talkabout how she is brain fog every
once in a while.

Speaker 4 (48:28):
I get her perfect.

Speaker 1 (48:29):
That's what you want.
You want to get rid of thepeople that you are not a good
fit for, and the best way to doit it's definitely video.

Speaker 4 (48:32):
Yeah, yeah, well, thank you for that.
I just I'm just very aware ofmomentum and how important that
is.
I mean, it's important for ourclients, you know, and so I just
wonder it sounds like it'spretty automated and you just
maybe make notes as you go oftopics and yes, okay.

Speaker 1 (48:48):
Yes, that's exactly what I teach inside Insiders,
like we go through this wholeidea of having a content plan
for each month, wrapped around aspecific topic so that you can
stay consistent.
It's about creating systems,the systems that you have
created in your practice.
To have a new client come in,the onboarding, the scheduling,
the continuing to come back toyou.

(49:08):
I teach you how to do that foryour marketing.

Speaker 4 (49:12):
Okay.

Speaker 1 (49:12):
And if things get big enough and you are able to hire
, you're able to take thosesystems and hand it off to
someone else and pay them to doit.

Speaker 4 (49:24):
That would be awesome , thank you.

Speaker 3 (49:28):
Of course Sandy.

Speaker 1 (49:30):
I see you.

Speaker 3 (49:30):
Thank you, of course, sandy, I see you Go ahead.
I have another question aboutwell, a question, I guess, about
content.
So you listed the three theYouTube, the blog and the
podcast and I don't see myselfever doing a podcast.
I could be wrong Never saynever, see myself ever doing a

(49:50):
podcast.
I could be wrong, never saynever.
But I feel like I want to startwith blogs because, kind of of
what you just said, I can kindof sit and write those out and
sometimes write, pop out two orthree, right, and get them kind
of all together.
How long do they need to be,though?

Speaker 1 (50:06):
They need to completely answer the question.
That, or the pain point thatyou're trying to solve for the
people.
There really isn't like anideal.
I would say you have to be over500 words, I will say that, but
there isn't like an ideal.
Like I have read, sometimespeople will have 3,500 words on
a blog post and it should havebeen four blog posts, words on a

(50:31):
blog post and it should havebeen four blog posts.
Like when you're looking atcreating your content, you want
to think about okay, what islike a problem Not a huge
problem, but a smaller problemthey first have to get over so
that they can then go to thisproblem, then this problem, and
there's probably different waysof looking at that problem.
So really trying to hone in onthat is key.
I really talk a lot about andget a lot of trainings on,

(50:52):
keyword research.
Kate and I worked in depth onthat for like probably her year
two, with me understanding whatwords people are using to search
for, to find the problem, sothat you can then create content
that answers that and has it inthere.
There's a way of making surethat it's all aligned and
starting with a blog post.
There's nothing wrong with thatSometimes, like for me, it's

(51:15):
clearly easier for me to talkLike I could talk all day long.
You can clearly see that Othersmay feel more comfortable
writing, and as long as you getstarted, that's all I care about
.

Speaker 3 (51:25):
Okay, okay, thank you , of course.

Speaker 1 (51:34):
Any other questions?
I'm checking the chat too.
I don't see anything else, kate, I don't think I missed

(52:01):
anything Did you talk about AI.
I didn't go into AI but I lovethat you asked that you know I
could talk AI all day long.
I know I know.
So there's two different thingsabout AI.
First thing, I'm trying to makesure I say this the proper way.

(52:22):
It is a tool.
It is meant for you to train it.
It is not going to know you andyour people and what it is that
you do the first time you go inand use it.
The more information you giveit about the problems that you
solve, the better its answersare, the better it is to help
you.
So, for example, if I can nowlike I my book perfect example.

(52:46):
I took the PDF from my book.
It's over this shoulder, notthat shoulder.
I took the PDF from my book andI put it into AI and I said
this is my book.
Give me some podcast episodeideas, titles that I could
potentially use based on thebook, so that I could promote
the book.
It spit out like 15 differentpodcast episodes.
I was then able to take that.
Do the keyword research, thengo back into AI or chat.

(53:10):
Tvt was the one that I use andI ask it to outline.
Give me an outline for thistitle.
I already have my title.
I know what it is.
It gives me the outline andthen I record.
That's it.
Some people want to use a script.
I'm not a script girl.
You could see from my slides.
What was on my slides isexactly what I use.

(53:33):
That's my outline.
That's how I'm going with it,it's how I talk, it's how I kind
of deliver all of my trainings,because I just feel it's more
authentic, it's who I am, ratherthan me trying to read
something.
So, using AI, any sort of toollike that, making sure that you
train it on who you are and whatyou do, if you have an opt-in,
give it the PDF.
If you have a blog post, copyand paste the blog post into it

(53:55):
so that it better understandswhat you are trying to solve for
other people, how other peoplecan find it and use it and use
you and get into your office oruse your products and services
that you may offer.
I'm reading this in the chatThoughts on development and
mental health.
Am I able to share that contenton my social media page?

(54:17):
Ethical point of view, since wedon't share personal
information.
So, kate, you can weigh in onthis too.
In my opinion, yes, I also havedaughters.
I have teenage daughters, so Iwould definitely have a
conversation with them ahead oftime of how comfortable they are

(54:38):
, and there will probably come apoint where they're like ew,
take that off, erase all thethings I think it's more like.
To me it's not an ethicalstandpoint.
It's more the daughter parentrelationship more than anything
else that I personally would beconcerned with, because when you
share things from your socialmedia okay, yes, when you share

(55:00):
things from your social media,it's your level of expertise you
could share someone else'svideo that you found on YouTube
that you think would be a greatresource.
I don't see any ethical issueswith that, aside from making
sure that she's good with it,which you obviously said she was
.

Speaker 2 (55:16):
Yeah, I'm with Jenny as far as your ethics.
That's really up to you.
I mean, ethics are really moreabout, when it comes to
marketing, just being accurate,making sure that you're staying
within your scope of practiceand not over promising and
guaranteeing things that youcan't guarantee.
All right, jenny, I'm going tostop because we are at 5.59.

(55:39):
And you guys, look at the QRcode.
Jenny, you still have yourPowerPoint up, correct?
And I've got people asking inthe chat where you can find the
information your certificate,things like that in your Kate
Walker training profile, whenyou click on this webinar that
you signed up for, everything'sin there the webinar number for

(56:03):
your certificate.
That is on the Google form aswell.
We did post that link again.
And if you miss the QR code oryou missed one of the links to
Jenny's guide, that is also inyour profile.
We wanted to just make sureit's all in one place, because I
sometimes don't like email.
Email sometimes doesn't like me, so we just wanted to make sure

(56:23):
you have it.
But so if you have questionsfor Jenny, please, jenny, they
can reach out to you and justask questions, right?

Speaker 1 (56:31):
Yep, my Instagram is on there as well, as if you go
to my website, you will find itthere.
The strategic growth plan is onJennyMowerscom.
It's right at the top Because,again, I believe in that squeeze
page and I am happy to answerany questions at any point.

Speaker 2 (56:49):
Yes, and she's wonderful.
She's my business coach, incase y'all didn't guess.
But everything I learned aboutcreating content, seo,
attraction, marketing and nowthat SEO is, you know, kind of
getting blown up by AI, she'shelping me pivot.
So I highly recommend herservices to get your practice If
you're looking for growth, ifyou're looking to get things to
a different level or you're juststarting out.

(57:11):
You know, as you can see, Jenny, you were a teacher before.
I mean before this right, Imean that's what you did.
You were a teacher.
So, if you guys couldn't tell,so, thank you guys so much for
joining on a Thursday night.
Jenny, thank you so much forbeing here and I will see
everybody when I see you.
Take care.

Speaker 1 (57:29):
Thank you so much, kate, and thank you all for
attending.
Bye.