MHM#69 What problem are you trying to solve?

One of the first things I help therapists do is identify who they want to work with.

That's because your niche provides the foundation for everything else in your marketing.

An important part of defining your niche is understanding, at a nuanced level, the problems you're trying to solve.

This is a question we ask constantly in marketing and business because every successful business exists to solve a problem. The clearer and more specific you are about the problem you solve, the more effective your marketing will be.

For me, the problem my entire business is built around solving is simple: helping solo therapists fill their caseloads.

Everything I do, from the workshops I run, the courses I create, the articles I write and the social media content I share, all point back to that one specific problem.

The same is true for your practice.

When you're clear about the problems your clients are experiencing, your marketing has direction.

Your website isn't simply describing your qualifications.

It's showing people that you understand what they're struggling with.

Your social media isn't just sharing mental health information.

It's helping people recognise themselves in your content.

Your directory profile isn't trying to appeal to everyone.

It's speaking directly to people experiencing the problems you help solve.

Even your conversations with referrers become clearer because you can confidently explain the kinds of problems you work with and the people you help.

Therapy is, of course, different from many other industries.

If you're a plumber and someone has a blocked toilet, the problem is fixed.

Mental health is rarely that straightforward.

Healing is more nuanced, more personal and often takes time.

But people still come to therapy because they have problems they're hoping to move through.

They may be overwhelmed by anxiety.

They may feel trapped by trauma.

They may be grieving, burnt out, stuck in people-pleasing, struggling with parenting, questioning their identity, or repeating painful relationship patterns.

Those are the problems they're searching for help with.

When your marketing consistently demonstrates that you understand those experiences, have expertise in working with them, and can help people move towards something different, it builds trust and helps your ideal clients feel safe taking the next step.

So this week, I'd encourage you to reflect on one question:

What problems do you want to become known for solving?

Because when you're clear on that, your messaging becomes more focused, your content becomes more relevant, and the right clients are much more likely to recognise that you're the therapist they've been looking for.