Many therapists find it hard to put themselves out there. Having been on the receiving end of sleezy, pushy marketing or sales in the past, they are fearful of visiting that experience on others. Mindful that people looking for therapy or counselling may well be feeling vulnerable already, they are reluctant to take advantage. Conscious that they have little control over the client’s experience of therapy or of the outcomes they may expect, they are wary of falling foul of the ethical guidelines set down by the professional bodies.

It’s a dilemma isn’t it? If I want to share my work with the world and help more people, I have to let people know I’m willing and available, but how to do that in an ethical and authentic way that is in line with my values and principles?

Try the following pointers when you’re weighing up what to say or write…

1. Can you actually do what you are offering? Steer away from dramatic claims about results. Broken hearts mended, depression cured, or eternal happiness in a weekend, are all likely to be exaggerated!  On the other hand, you probably offer kind, attentive listening, an opportunity to explore, a chance to get it off your chest and so on.
2. How will your colleagues and friends see what you’re doing or saying? I call this the Irish Times test. If you’d be happy for someone to write about it on the front of the daily newspapers, it’s probably okay to do or say it!
3. What would your professional body say? Again, check out whether you’d be comfortable defending your action or what you’ve said if challenged by your professional body.
4. How do you describe yourself? Do you use designatory letters to imply that you are more than you are? An example might be implying you are accredited when you’re not. Are you entitled to call yourself by the description you use? Be honest about your qualifications and experience.
5. How do others promote themselves? Don’t just look here to others in the same field, but consider organisations (for example non-profit or charitable ones) that you admire, and whose ethics are in line with yours. How do they speak about themselves?
6. Are you promoting yourself by denigrating others? Don’t diss the competition, no matter how off-side you think they are. The golden rule applies here: “do as you’d like to be done by”
7. Is it ethical not to promote yourself? This interesting question is worth sitting with. If there are people out there who need your help, why aren’t you out there offering to help them?

I hope these ideas help you to develop your practice. If you struggle with knowing how to put yourself out there, I can help you. Contact me here for a free 20 minute consultation or to make an appointment.

Check out other related blog posts:

Five ways to make your marketing more effective

Fearful of putting yourself out there?

Marketing your practice – What makes you stand out from the crowd?