Six Huge Mistakes Therapists Make
When Trying to Bring in New Clients
Trying to figure out how to bring in clients is one of the most frustrating parts of building a private practice. I’ve started my private practice THREE times, (thanks to moving – {{sigh}}) so I know how hard it can be. In today’s post I talk about six huge mistakes therapists make when they are trying to build a referral base.
1. Believing, if you build it, they will come. Why a website alone is not enough.
Many therapists new to private practice are incredibly excited to get their website or social media page up. I am a firm believer that you need a website or at least some type of online presence. It is the introduction to you and your practice and, like it or not, it helps to legitimize you. You need one.
However, many therapists believe that once their site is active, clients will find them and start pouring in. First up, hold that horsey, there is an entire business built around SEO and how to get your site seen. Second, and far more important, that’s not how most clients come to us. Does it ever happen? Sure. But generally, no.
You need to use multiple avenues to make connections and get your name out there.
2. Language on Website.
Talking about websites, the language you use is crucial. Do some reading about how to effectively write website copy. Learn to speak to people’s pain points vs offering a list of the trainings you’ve been to and a bunch of professional jargon hyping everything you know. People need to feel you will get it when they are surfing the internet at 3am trying to find someone who can help with their pain. You need to speak to that person. Your site should reassure them you understand their pain and can help.
3. Leaving cards and flyers.
This feels old school to me, but I know people still do it. This is a common mistake therapists make when trying to bring in new clients. Usually, people either mail these or leave them with other professionals, hoping to generate some networking. Honestly, it’s one of the worst ways to bring in clients. Generally, these get ignored and tossed in the trash. It does very little to give someone a sense of who you are (especially a business card). Most of us are busy and a random flyer left with the office staff or mailed to the office will not make much of an impression.
Networking is crucial, but you need to be smart about how you do it to build meaningful relationships that result in referrals. I talk in depth about this in the Master Course, Everything You Need to Know about Private Practice but Didn’t Know to Ask. Make sure you check it out!
4. Giving free talks to groups.
Along with the cards and flyers, this is another common activity new therapists engage in, believing it will bring in clients. I did it back in the day. It makes sense. Get in front of an audience of either potential clients or referral sources, talk about your expertise, give great information, wa la! This should end in new clients. But it rarely does. I am not a marketing expert so I can’t really explain why this does not work. But if you talk to therapists who have been around for a while, the consensus is that this almost always falls flat. Unless you want to do it just because it’s something you love to do, do not spend your time and energy on this.
What if you could successfully set up your practice without the mistakes most therapists make?
What if you could do it without feeling stressed out and overwhelmed?
My Private Practice Builder Master Course and Mini Courses are here to make that happen. Check them out now!
5. Not having a niche.
The niche tends to be tricky business for people when they first start out. Sometimes it’s hard to nail it down, and sometimes people just don’t want to feel boxed in. But it is one of the most effective tools you have in building a referral base. Especially with other therapists. Even if your niche shifts over time, and mine has, it’s incredibly helpful to start with some type of niche for your practice. It will help you stick out in people’s minds.
Don’t be intimidated by it. You and your practice will evolve over time, so whatever you pick for your niche now does not have to be forever. I talk extensively about creating a niche in both the Mini Course, Establishing Your Professional Identity. You can also find all this information in the Master Course.
6. Failing to collaborate.
If you are not talking to other professionals, you are missing out on the MOST effective way to build referrals. Networking is important, but as I mentioned above, how you network is everything. You need to establish meaningful relationships with other professionals who can send you clients. They need to know you and trust you.
The best way to build that is to collaborate with collateral contacts. You need to be ethical and professional about this, but it is generally sound clinical practice to connect with other professionals involved in care for your client (any other therapists, psychiatrist, doctor, etc.). Doing this makes solid connections and helps them trust you are doing good work. You will absolutely be on their list when they have a client they need to refer.
The MOST effective way to network is to make connections with other professionals. Don’t neglect collateral contacts!
To find out more crucial information about the steps you need to take when starting your private practice check out The Master Course, Everything You Need To Know About Private Practice But Didn’t Know To Ask. To get the same information in more affordable, bite size pieces, don’t miss the Mini Courses!
I love helping therapists build successful private practices! For more great information like this to help you build yours, make sure to check out the Master Course and the Mini Courses. I’m here to support you and I want to help you reach your dream!
If you need some individual help with all of this, I’m here for you! I offer mentoring services for those who want some personal attention to help them build their successful private practice. Don’t hesitate to reach out to me. You can find out more on the Mentoring page.
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