Our most successful clients think about what’s important to potential clients. Touch the pain points of your potential client. Whenever your website, Psychology Today profile, social media or paid advertising touches “what my clients need”, you are on the way to growing your practice.
To paraphrase the founder of Walmart, Sam Walton:
“There is only one boss — the client. And he can spend his money somewhere else.”
Unfortunately, for every successful practice we meet another practice that thinks like a psychologist. If you are running one of those practices, continue reading or schedule a complimentary consult with one of our practice growth experts now.
What your mother may think doesn’t countLet me say straight out that I may be wowed by you. Your friends may be impressed. And, your mother may think that you are the best thing since sliced bread. But, the bottom line is that potential clients care deeply about their own needs. They don’t care about you.
Successful practices grow by helping their clients address their pain points. If a client entered your practice suffering from debilitating panic attacks, you wouldn’t be interested in impressing her with your hard earned credentials. You will be doing your best to help her stop having panic attacks. So, let her know this! Once potential clients understand that you can address their pain points, you are halfway home to getting an actual client in your appointment book.
The “average client” fallacy
Smart, successful psychologists who market their practice know that chasing the “average client” is a recipe for failure. There are clients reeling from a divorce, clients who can’t get into a meaningful relationship, clients with an anxiety problem that is hurting them at work, and clients with an anxiety issue that means they can’t sleep at night.
By trying to address the broadest swath of potential clients, you end up talking to nobody’s pain. In some practices, this leads to a vicious cycle where more and more money is invested in efforts to attract the average client with negligible results.
How some practices break ahead of the pack
If you are running your own practice, or managing a practice, the transformational moment happens when you refocus your message on individual potential clients. When you can make a single individual who encounters you – on your website, social media posting, or PsychologyToday profile – feel “she gets me, maybe she can help,” you are more than halfway home. The key element is to stop thinking like a psychologist.
Practical steps that you can take to stop thinking like a psychologist
- Identify the pain points that your potential clients feel. Not what you think may be their diagnosis, but what drives them to seek help.
- Empathy – make potential clients feel that you understand.
- Communicate that you may be able to help.
- Eliminate barriers to clients getting an initial consultation.
At Therapy Everywhere we practice what we preach. Click here to arrange an initial consultation and start making your website and other marketing channels more effective. Stop thinking like a psychologist and start making your practice more profitable.If this was helpful to you and your practice, share it!