5 Common Mistakes Therapists Make in Marketing Their Practices


So you want to promote your practice but aren’t sure how to go about it? Or you’ve taken some action but it hasn’t given you the results you’d like? In this article I will show you some of the common mistakes that therapists make, and how you can avoid them.

The first and most common mistake is NOT THINKING IT THROUGH BEFORE TAKING ACTION, or its close relative, NOT TAKING ANY ACTION. In other words, not having a strategy and a plan, or not putting that plan into action. In order for your marketing to be effective, you need to know the following:sat nav

  • What services are you offering?
  • Who are you offering them to?
  • How much time, money and effort are you willing to invest?
  • How are you going to go about it?

Answering these questions before you start will help ensure whatever action you take is most likely to be of value. Knowing what you hope to achieve helps to focus you towards the action you need to take. Do you want to raise your profile, establish your reputation or bring in paying clients? Some activities will help you to do one of these, and some will help you to do all. So before taking any action, decide what result you want from that action.

Whatever action you do decide on needs to be something you are comfortable with, or at least willing to become comfortable with. Don’t do something you’re not happy to do just because someone else is doing it, or because it has worked for someone else. If you’re not fully behind your own strategy, it’s never going to work.

And then, you need to go out and do it!

Photo no (10)The next most common mistake is TRYING TO SELL TO EVERYONE. If you’re selling to everyone you’re selling to no-one. It is costly (not to mention a waste of time and money) to market your services to people who don’t need or want them, who are looking for something you don’t provide, or who are unwilling or unable to pay you. Narrow your focus to a niche or speciality area, or to those clients who are the best fit for you.

Another common mistake is THINKING YOU HAVE TO CONVINCE PEOPLE OF YOUR VALUE. People who already know you are likely to be well disposed towards you and be advocates on your behalf. Make sure family, friends, colleagues and other contacts are clear about what work you do and who you do it with. You don’t have to work really hard to impress strangers with your qualifications (however good they may be.) Try convincing yourself first!

Next up is the tendency to CHOOSE A STRATEGY THAT IS TOO COSTLY, OR TOO COMPLICATED. You don’t have to market yourself through all channels from day one. Neither do you need to invest huge amounts of money you don’t have. If you over reach, you won’t be able to sustain the pace. Choose one means of promotion, and do it constantly. This is far more likely to be successful than a big splurge followed by a long period of inactivity.

Which leads me to my last common mistake, GIVING UP TOO SOON. Seeds take time to fieldgrow into plants and trees, and they need tending. Give it time to work. Someone may have your number for years before making contact. You may also need to be doing something for a while before it feels natural to you. You may need to grow inside before you see the external results of your efforts. Appreciate yourself for trying!

If you’d like some ideas about how to grow your practice, there are lots of suggestions on this site. Try using the search box on the left of this page

Or choose from those I’ve listed below:

13 Ways to Promote Your Practice Without a Website

Marketing your practice on a shoestring?

I Just Can’t Do This Marketing Stuff

Ways to Connect With A Niche Market

Five Ways to Make Your Marketing More Effective

If you struggle with the whole issue of promoting your practice, maybe I can help. Contact me here for your free 20 minute consultation or to make an appointment.