When it comes to marketing for therapists, the focus is usually on getting people’s attention. Most advice is about cutting through the noise, standing out from the crowd and beating the algorithms. 

While it’s important to let people know that you’re there, do you know what really matters to your future clients?

It’s not the branded social media posts, or how much of a discount you’re offering. 

It’s the feeling that you genuinely care.

Take a successful and well-known Psychotherapist friend of mine. She sees every call with a potential client as an opportunity to embody compassion and curiosity. Instead of being attached to the outcome of the call, her focus is on making sure someone feels seen and heard. She doesn’t use social media, but she is consistently fully-booked.

Or how about a Craniosacral Therapist I know who spent several years building up a fantastic local database of other practitioners she knows and trusts. She doesn’t hesitate to refer clients to them if their skills or specialism are the perfect fit. She is widely recognised for the care she puts into making these connections. She receives just as many referrals as she gives. 

Or a busy Hypnotherapist colleague who included this extra question on her FAQ page: ‘Why choose me as your therapist?‘, and then gave the answer: ‘I am a caring person who will treat you with the utmost respect.‘ This may seem like a little thing, but it’s one of a dozen ways that demonstrate her empathy. Her website may be Search Engine Optimised but it’s this level of care that means she is always in demand.

The way you show up for people – even before they become your clients – is ultimately the reason why you will become known, trusted and as busy as you wish to be.

The world we all want to build

I recently read Rupa Marya & Raj Patel’s book ‘Inflamed: Deep Medicine and the Anatomy of Injustice’. It’s about how our health is harmed by injustice, and the kinds of healing needed by our bodies, our communities and our world. I really recommend it.

These are the words that stood out for me:

“We need a world rebuilt with care at its heart.”

If you want to reach more therapy clients, start by asking yourself: how am I demonstrating my care? 

You can do this with the words you use, the topics you post about, the way you hold space, and the energy you bring. 

Wherever you show up, tell people how and why you care. 

It’s 1000x more powerful than advertising or algorithms. 

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