MHM#46 Growing your practice with ethical, non-pushy marketing

A private practice is a business, and for any business to be successful and sustainable, there has to be sales, revenue and profit. However, the “money and sales” side of running a private therapy practice can feel icky and uncomfortable, as it can feel at odds with therapy and helping people. 

From my experience, the discomfort around money seems to show up more strongly for women than men. It’s no doubt shaped by cultural conditioning, systemic double standards, and the more personal way some women connect service with payment. A fee doesn’t always feel like just a number; it can feel like a reflection of your worth. When I first started my business, I really struggled to send invoices to my clients. I’d put it off and wanted to apologise when sending it. 

But I digress, exploring gendered relationships with money isn’t the focus of this email. 

The focus of this email is to explore and reframe “sales” through a therapy practice lens. Sales in therapy shouldn’t be pushy tactics or hard closes. You shouldn’t feel like you need to “sell yourself.” Selling as a therapist is about creating a genuine connection, building trust, and showing your ideal clients that you understand them and specialise in helping people just like them.

Connection creates safety. 

Safety builds trust. 

Trust leads to action - enquiries, initial consults and appointments. 

So rather than worrying about “selling yourself” in an uncomfortable or inauthentic way, focus on being yourself and speaking directly to your ideal client. Show them you get it. Let them see your personality, values and what it might feel like to work with you. 

When you’re writing website or directory content, creating social media posts, responding to enquiries, speaking to a prospective client in an initial free consult, think about what that person needs to read and/or hear to trust that you’re the right therapist for them. How will they know that you understand them and are an expert in working with issues like theirs? How will they get a sense of what a session will be like with you?

Below are a few limiting marketing/sales beliefs and some suggested reframes.

Limiting Marketing Belief: “Marketing feels self-indulgent and salesy.”

Reframe: “Marketing is a way to reach and serve the people who need my help.” or “The people who need my help deserve to find me easily.”

→ Your prospective clients are looking for support. They can’t benefit from your work if they don’t know you exist. Marketing is simply a tool to help you get in front of your ideal clients. 

Limiting Marketing Belief: “I don’t want to pressure people into therapy.”

Reframe: “I’m sharing valuable information and insights to help people make informed decisions.”

→ Ethical marketing is about education and support. Just like a free consultation or psychoeducation, your content can help people feel more informed and empowered to seek help.

Limiting Marketing Belief: “Marketing has nothing to do with therapy.”

Reframe: “Marketing is a way to start building trust before the first session.”

→ Your content and messaging create a sense of safety and connection before a client even books a call. Marketing does some of the heavy lifting, so by the time someone reaches out, they often already feel like they know you and are ready to book.

Suzanne, a therapist I work with, was initially hesitant about making videos for social media. But after giving it a go, she started noticing that her initial free consults and enquiries had changed. It seemed like people already felt familiar with her, that they felt like they already knew her, and like they’d made up their minds to book before even speaking to her. The initial consult was a formality and a final box to tick as they had already made their decision. Marketing had built trust before the first conversation even happened.

In September I’m launching Marketing School for Solo Therapists.

You’ll learn ethical, ick-free marketing that fills your practice without having to "sell yourself". You’re welcome to join the priority list here.