10 Tips To Get Motivated To Write

You know writing is important to building your therapy practice. You need to write and rewrite your website copy so that it speaks directly to your ideal clients and helps them understand how you can help. Writing articles can help establish your expert status, improve your search engine optimization, and most importantly let your potential clients understand how you think and how you are different from other therapists.

It’s hard to get motivated to write, even if you like writing. As I sit here right now, I’m aware of how much I felt pulled to procrastinate a few minutes ago. I wanted to take out the recycling, check my email, look at the blogs I like to read, maybe even start my taxes. One of the hardest things about writing is getting started. In fact I’m feeling better already now that I’ve started. 

I’m going to share what has worked for a lot of therapists I’ve worked with. As you look through these tips, notice that some of them are mutually exclusive. That’s because different tactics work for different writers. Many of these tips pretty much work for every therapist. 

Create a deadline.

Many of us need to create somewhat arbitrary deadlines. Maybe this comes from our school training. When your writing will be “due,” you do what it takes to get it done. I have a weekly deadline. With few exceptions, I publish a blog post (one for each business actually) every week.

Write at a particular time every week.

When you have a routine, there’s less planning to do. You get into a habit or writing at that particular time and you don’t schedule anything else that could tempt you away from the task. You also don’t have to worry about writing at any other time

Keep a list of possible topics or titles.

If you have to come up with things to write about, start storing them up. Keep a list somewhere handy, probably on your phone, so that you can write down topics as they occur to you. I recently pulled over my car and parked for a minute because an idea had struck me.

Write nonsense to warm up.

If you’re ready to start but nothing is coming out, get your mind and fingers working by free-associating for a few minutes. You can toss that writing later.

Have an accountability group or partner or coach.

You’re not alone in your struggle to write. When you are accountable to someone, you know you’re going to have to report what you’ve done or haven’t done. You can also lean on the support of that group or person. When you think your ideas are stupid or that no one cares what you have to say, your accountability person or people can remind you of the value of your writing.

Have a writing spot.

I’ve got a spot. Right here in my kitchen. One of my colleagues has a beautiful spot where she lights a candle before she starts writing. I rarely sit in my spot when I’m not writing, so I transition into writing as I set up there. If you choose to have a dedicated writing spot, make sure there are fewer distractions there, such as bills to pay or piles of paper to sort.

Write at a café. 

Maybe you need to get out of your house to write. Perhaps treating yourself to a cup of something is motivation to write. If you choose this option, I suggest not leaving until you’ve done a significant chunk of writing.

Write to the right people.

You might get self-conscious and find it’s difficult to get the words out because your inner critic is too harsh. You’re writing as a therapist, so you’re only writing to your ideal potential clients, the people who need your help the most. Think about those people and the pain they are in or the hope they have to feel better. Block out everyone else

Remember that it’s really no big deal.

Do you fear that your writing is not clever enough, or that you’re going to say something that’s been said before? It really is no big deal. You do not need to create new or earth shattering ideas every time you write. You only have to be honest, share your voice, your message, and some information you think will be helpful.

Don’t try to perfect your writing.

If you’re writing copy for your website, you can go in and edit any time. If you’re writing blog articles, don’t spend too much time making them perfect. Once your post is good enough, your time will be better spent on the other marketing activities in your marketing plan.

Writing is just one part of a good practice building strategy. Is it time to create a great strategy that fits your strengths? Is it time to build your practice in a big way? Apply for a free consultation now. I’ve got group and individual programs to help you meet and perhaps surpass your goals.

The Only Way To Build Your Practice and Stay Sane

Is 2015 the year you want to grow your practice to the point where it supports you well financially?

Is this the year you want to double your income?

I want that for you too, and one way I want you to get there is by working in your zone more of the time.  What working in your zone means to me is doing the work that fulfills you the most, where you’re doing your best work, and focusing on the parts of your work that inspire you the most. When you’re working in your zone you’re feeling effective. You’re learning the new stuff that allows you to help your clients even more. If you’re writing articles, you’re writing about what you really want to share. You’re meeting with colleagues and talking about their work with curiosity. By helping a lot of therapists build successful private practices, I have found over and over that when you work in your zone more of the time you fill your practice more quickly and make more money.

Of course there are dozens of tools for you to market your practice. Every one of those tools becomes more powerful when you’re working in your zone.

If you resolve this year to work in your zone more, how will your practice change? What if you decide which parts of your practice bring you more into the zone, and do more of that? What would you be doing more of?

Here’s an example:

I spoke with a therapist recently who was feeling burned out. He said he wasn’t feeling that effective and noticed that when new calls came in, he wasn’t feeling enthusiastic about calling them right back and welcoming them into his practice. He was feeling doubt how helpful he was. He’s a seasoned therapist who has helped a lot of clients in profound ways. I asked him to look at what was happening in those less effective sessions. He realized that these were situations where he was not working in his best way. He was trying to provide what he believed particular clients were wanting, and in some cases that was not what he believes in or does best.

He had gotten out of his zone.

Is this happening to you? Here’s what it sounds like when you’re getting out of your zone:

“I am not feeling inspired in my work right now.”

“I am not feeling that effective with my clients.”

Look at what is getting in the way of you working in your zone and begin to change it right away.

You may have to refer out sometimes when your work is not the right fit for a client. You may have to get the next level of training or consultation that you are yearning for so that you feel invigorated and supported.

You may need to clarify your preferred way of working so that you describe your work accurately to potential clients.

Here’s to 2015! Let it become a year of both financial success and personal fulfillment for you. If you know it’s time to get more support in building your private practice, apply for a free consultation with me now. 

How To Network At A Holiday Party

You might be going to some gatherings where you’ll see colleagues and other potential referral partners (people who might refer to you and who you might refer to) this week. If you’ve been reading my blog, or if you’ve ever talked to me about networking, you know I’m NOT going to tell you to bring a bunch of business cards and ask everyone to refer clients to your practice. That doesn’t work, and it isn’t fun for you or for the other guests!

Last week I went to a holiday party where I saw a whole bunch of colleagues, and it got me thinking about how therapists can network well at a party, and how they can make networking mistakes. Therapists who see networking as a long-term effort, and who are focused on building authentic relationships, succeed at networking. That’s true at a party just as much as it is true at a one on one coffee date.  Choose a few people who you want to know better, and create a deeper connection with those people. Connect with them in a meaningful way, asking them the curious questions that help you understand them better. Ask them some interesting questions about their work, like “How are you working differently now than you were a few years ago?” You’ll learn about their recent training and other influences, and you’ll avoid getting stock answers you might if you only asked “how is your practice going?” Ask them personal questions too. Find out about their kids and favorite restaurant. 

Don’t focus on telling them about your work. Most people will ask, and at that point, choose just one thing you want to be known for, and talk about it as you let your enthusiasm shine. You might think for a few minutes before you arrive about what you most want to share. Don’t fall into commiserating about the difficult parts of private practice. Focus on what you love about your work. Yes, it is a good idea to bring some business cards just in case. I admit I actually forgot mine last week. 

Do You Feel Good About Your Cancellation Policy?

How’s your cancellation policy working for you? If you have any negative feelings when you read that question, keep reading.

I want you to feel so good about your policy that you feel warm and connected to yourself and to your clients when you talk about it.

Your cancellation policy is a clinical issue. The way you feel and talk about your policy will affect your relationships with your clients.

Setting a cancellation policy you believe in is a huge part of the way you take care of yourself, avoid resentment, and ensure that you don’t lose hundreds or thousands of dollars a year. Most of what you do in the room is in service to your clients. Your cancellation policy is one way you also take care of you. Taking care of you helps you serve your clients better. Here are some questions to help you get clear on where you are now with your cancellation policy:

• Do you feel comfortable enforcing your policy?
• Do you go over the policy carefully with each client in session and make sure they understand and agree?
• Do you ever feel apologetic about your cancellation policy?
• Do you feel clear about when, if ever, you make an exception to the policy?
• How do you feel when you charge for a missed session?

I don’t advocate one particular policy for every therapist. Your practice is unique, and how you set that policy is an individual decision. The key is that your policy is aligned with your values so that you can enforce them consistently and without giving a mixed message.

Here are a couple of examples, one where a policy works, and one where it doesn’t. I worked with a therapist whose policy was that her clients could miss four sessions per year and after those four missed sessions, they had to pay for any additional missed sessions. The amount of notice did not matter. This policy worked for her because she believed it had value for her clients. She believed they got more out of therapy by making such a big commitment. She welcomed conversation about this policy and was comfortable processing her clients’ feelings about it. My second example is a therapist with a therapist who had a 24-hour cancellation policy. She rarely enforced it. She felt guilty about charging for sessions when her clients cancelled at the last minute or didn’t show up. She worried that they would be upset with her. In our work together, she decided to give each client ONE freebie, a chance to cancel with less than 24 hours notice without getting charged. She went over her cancelation policies more clearly and got more comfortable with those conversations.

As we’re getting close to the beginning of a new year, examine your policies and how well you’re communicating about them. If you only make that one change at the beginning of the year, it might make a big difference in your practice.

If you need some help getting clear about your business strategy, apply for a free consultation now. 

Don't Stress. Grab The Low Hanging Fruit

It’s December. I know you’re busy, and you’re not looking for one more thing to do. But you still want to grow your practice. That’s why my recommendation during this time of year is to grab the low hanging fruit. Think about what opportunities are right in front of you that you are not taking advantage of to bring in more clients. When you think about marketing your practice, you might think about getting your name out there and getting known by people who don’t know you yet. Yes, that’s one important part of marketing, but what often gets overlooked is nurturing the relationships and opportunities you already have. I’ll give you an example:

Recently I had a first coaching session with a wonderful therapist I’ll call Brenda. As part of our networking strategy, we were creating a list of people she could reach out to. Brenda was thinking hard about all of the therapists and other professionals she could get to know. I asked her what her relationships are like with the therapists in her office suite, and she said she hadn’t met some of them, and hadn’t gotten to know any of them very well. We laughed about this as she realized these were some key relationships she could easily nurture. Brenda had discovered some low hanging fruit.

Now look around your practice for the low hanging fruit.

Are there any professionals who have contacted you and who you haven’t gotten back to? Contact them right away.

Are there any marketing projects you have almost completed, but then abandoned? Take advantage of your clients’ cancelations this month and finish them up.

Is there a part of your intake process you could easily improve so that clients have an easier time entering your practice? Make those changes now.

Is there an organization you’ve done a speaking engagement for in the past? Email the contact person and let them know you’ll be available in the New Year.

You don’t have to push yourself to start something new in the middle of the holiday season. Instead, focus on following through with what’s right in front of you. When January comes, you’ll be ready to hit the ground running. 

Imagine Marketing Is Part Of Your Service To Clients

Imagine this: Your marketing and the therapy you provide are all part of one whole, rather than separate activities. 

You do your work as a therapist because you want to serve people. You see possibilities for your clients that they don’t see for themselves. You are committed to providing the best therapy you can because you want your clients to be happier, more at peace, and less miserable.  The ripple effects of the work you do are huge. When you help one person live more fully or you help one couple step out of a stuck conflict, the lives of their loved ones change too. When your practice is full, you help even more people, and the ripple effect spreads even wider.

When I say the word “marketing,” a lot of therapists get uncomfortable. Marketing brings up guilt and shame for a lot of people because they associate it with unethical marketing. Unethical marketing preys on people’s fears and vanity to convince them to spend money on things they don’t need and can’t afford. Unethical marketing hurts people. Marketing your therapy practice, on the other hand, is for the purpose of helping people. Everything you put out there, online and in person, should be honest and ethical and totally aligned with your purpose. Your marketing lets people know there is hope and that you’re available to help. That’s it! You don’t claim to help everyone, and you don’t overpromise or guarantee results.

Marketing is not some strange and separate set of activities you do. It is the beginning of your work with potential clients. It is part of your service.

If your practice isn’t as full as you’d like it to be, you are doing your potential clients a disservice. By hiding who you are and how you can help them, you are making it less likely that they will find you and get the help they need. Sure, they will find other therapists, but what about the people for whom YOU are the best therapist? Marketing your practice is another thing you can do in service of your clients. Is it time to build your practice in a big way? Apply for a free consultation so we can talk about how group or individual coaching with me can help. 

Should You Send Out An Online Newsletter?

You’ve got a long list of marketing activities you intend to get to. This article might just help you cross one off of your list.   

Should you send out an online newsletter?

Newsletters are a common tool in online marketing. For coaches and other service providers who work remotely and serve people everywhere, online newsletters are almost always a good idea. An online newsletter is not always a good strategy for a therapy practice, especially if the therapy you provide is all or mostly local and in person.

As in all marketing decisions, your bigger purpose and goals will tell you what to do.

The purpose of an online newsletter is to stay in touch with potential clients, give them something of value regularly, and to make it more likely that they will eventually hire you. When a client is looking for a therapist, there is usually an immediate need, and the potential client will decide right away whether to call you.

Here are some questions to ask yourself to help you decide whether to create an online newsletter:

1.     Do you plan to offer something besides therapy?

If you are planning to offer a workshop or class, having a growing list of people you can reach out to who are interested in your services makes sense. When you launch those services, you’ll have some potential participants.

2. Do you serve an easily definable niche?

If you are serving an easily definable group of people, sending out a newsletter might make sense. You can serve your list by giving them valuable content over time. If, on the other hand, you are serving a niche that is more general or hard to define, a blog without a newsletter might make sense.

3.    Do you have a lot to say to your potential clients?

Your newsletter should give valuable content to your people. You don’t want to ask people to opt in to a newsletter, and then only send out a newsletter when you are trying to sell something.

I’ll use my therapy practice as an example. My therapy practice, The Bay Area Relationship Center, is a center providing couples therapy and couples workshops. I offer a free audio and send out a newsletter for people who opt in. If we look at the 3 questions above, you’ll see why. We offer half-day workshops, so it makes sense for a potential client who is considering a couples workshop to be reminded of our services. Our niche is easily definable: Couples who want to communicate better. I post regularly to the blog, so I have more than enough content to share with my people.

If you’re serious about growing your therapy practice, and you think it might be time for individual or group coaching, apply for a free consultation now.

Are you ready to fill your therapy practice? Find out.

I can give you a ton of tools to fill your therapy practice. If you create a good strategy, and work it consistently, you will fill your therapy practice. BUT, none of that will happen if part of you is saying no to filling your practice. Are you all in? You can’t fill your practice when a part of you does not feel ready to bring in new therapy clients.

Mindset really does matter.

Why is it so important?

In this business, what you are offering is YOU. If there is a part of you that doesn’t feel ready to fill your practice, you will unconsciously get in your own way. You’ll sabotage your practice building efforts. You’ll take a little longer to call a potential client back. You’ll sound bland about your work in a networking lunch. You’ll forget to do the next step in your marketing plan.

Here are some questions to clue you in to whether you’re truly ready to take on that next influx of clients:

1. Are you feeling overwhelmed in your schedule, so bringing in a new client would make you feel too busy?
2. Are you feeling insecure about your skills, so bringing in a new client makes you feel anxious?
3. Are you burned out and needing a break, and bringing in a new client would get in the way of that?
4. Are you somehow unhappy with the clients your practice is attracting, and you’re worried your next client won’t be a good fit?

Here’s how you want your life to be so that you can happily welcome more clients into your practice:

• You have enough time that a new client in your schedule would not be stressful.
• You are getting all the consultation and ongoing training you need to feel confident in your clinical work.
• You have days off and vacations coming up, and you’ll take those no matter how many clients fill your practice.
• You know who you want to work with, so when clients call, you feel comfortable referring them out if they aren’t the right fit.

 Of course taking care of your life in this way doesn’t guarantee the clients will come. You also need a practice building strategy based on your strengths and preferences. If you need help with creating a practice building strategy and following through, apply for a free consultation right now. We’ll talk about both the strategy and the mindset work that will help you build the practice you really want. 

When You Feel Discouraged

When you’re building your practice you're going to hit moments when you feel discouraged. Maybe you feel overwhelmed by your marketing activities. Maybe you feel worried because a few clients leave. Maybe you feel deflated because you don’t get a big response for a workshop or a group you’re offering. Maybe you talk to a potential client and they choose not to work with you. Or maybe you just feel a lack of inspiration or optimism.

This is not the moment to give up. It is the moment to access your tenacity.

Take a step back and see the big picture of your practice building. Remember that building your practice is a long-term process. Always have a clear strategy that takes you at least 3 months forward, and have a vision of your practice that is at least one year away. When you’re feeling discouraged, lean on your strategy and your vision.

Many therapists I work with go through times of feeling discouraged. One therapist I work with went through a discouraging few months. Some long-term clients left, she had some health problems, and she started to believe she just wasn’t “cut out” for private practice. She had already been through a few other careers and had tried working as a therapist in agencies. Private practice was her dream because it gives her the freedom to do her best work.

I helped her get back in touch with the big why of building her private practice. I helped her access the vision of her practice a year away. She recommitted to her strategy and followed through with her daily and weekly commitments like weekly networking and a simple online plan. Within six months she had doubled her income from that low point. Her tenacity paid off.

Here are some questions to answer when you’re feeling discouraged and need to access your tenacity.

• What is your practice building strategy for the next 3 months? (This should include networking and an online strategy)
• What is your vision of your practice one year from now?
• Who in your life knows you are building your practice and believes in you? (Hint: you can lean on those people when you need a reminder of why you’re doing this.)

You don’t need to do this alone. If you’re serious about creating and following through with a great practice building strategy, set up a free consultation now.

Don't Waste This Crucial Moment

You became a therapist because you wanted to help people. You wanted to relieve pain for your clients. As you became a great therapist, you got better at allowing your clients to struggle at times. You don’t always jump in with a quick fix.

There’s a particular kind of pain your potential clients feel as they are deciding to invest in therapy. When your client is getting ready to make that investment, she may struggle with making room for therapy in her life.  Therapy can be a big commitment of hard work, time and money. Until she’s ready to say yes to therapy, she might feel like she doesn’t have room in her budget or her schedule. She might need to be in significant pain before she feels she can make the investment.  

When you’re talking to potential clients before they have made that decision, do you allow them to experience that tension, or do you jump in and try to take the tension away with a quick fix?

Two common ways this tension comes up are around your schedule and your fee. Let’s say you only have a few openings in your schedule. When you name those times to a potential client, he says those times don’t work well. Maybe you feel tempted to jump in and offer another an evening appointment even though you don’t really want another evening appointment. Stick with your optimal times and let the client struggle for a moment. Let him consider making the changes he would need to make for one of those times to work.

Perhaps you have a new fee you’ve raised to recently, and you’re still getting used to saying it out loud. If you ask a potential client “is that okay for you?” you’ve just taken away an opportunity for her to say yes to making that investment in herself. Her decision might be “I can’t afford that fee right now.” Then you can be very generous with your offer of referrals. You may be connecting her with the therapist who is perfect for her.

If you’re willing to watch your potential client struggle for a moment, the client will know you are clear in your communication, that you’re taking care of yourself, and that you trust his or her ability to make the right decision. Before you start the conversation with a potential client, be ready to tolerate your own anxiety so that you can witness that struggle.  

If you need some help with your therapy practice, check out our free trainings.