MHM#42 Solo Therapist Marketing - Simpler and more effective

Running your own solo therapy practice can be incredibly rewarding, but it can also feel lonely at times.

It can be overwhelming too, especially when you’re wearing all the hats — therapist, admin, bookkeeper, marketer...

But one of the biggest advantages of being a solo therapist, compared to running a group practice, is that the marketing is simpler and more effective.

That doesn’t mean marketing your solo practice is easy. You still need to learn what marketing to do and how to do it. It takes time, practice, and a willingness to get more comfortable with things like connecting with referrers and showing up on social media.

And all marketing requires consistent effort over time. Results don’t happen overnight. They happen when you stay focused and consistent.

A critical component of effective therapy practice marketing is connecting and resonating with your niche. Prospective clients want to see that you specialise in working with people just like them. That you deeply understand what life is like for them and that you truly “get them.” This makes them feel safe taking the next step and booking an appointment.

As a solo therapist, you have one personality, one voice, one story. It’s easier to build trust and create an emotional connection because clients feel like they’re getting to know you. As a group practice, it’s difficult to create a unified voice that represents multiple therapists with diverse niches, specialties and personalities. Website and social media messaging can become so general that they end up not really connecting with anyone.

As you continue to connect and build trust with prospective clients, it can be valuable to establish a support network of solo therapists. As I mentioned earlier, being a solo therapist (or any solo business owner) can be a lonely experience at times. Friends and family might be interested and empathetic, but no one really gets it like another solo therapist.

The primary reason for connecting with and building relationships with other solo therapists is, of course, to create mutually beneficial referral pathways, where referrals can flow in both directions.

But a secondary benefit is having someone who truly gets it. These connections can offer an added layer of support. Someone you can talk to about the day-to-day realities of solo therapy practice life and share your experiences. Perhaps even create a group of solo therapists, where you can catch up regularly to share experiences, learnings, and support one another.