Do you ever feel like running your private practice is a bit of a roller coaster? One week you’re full of enquiries, and the next, you’re facing cancellations or empty spaces in your diary.
Those highs and lows can feel exhausting – emotionally and financially. But with some mindset reframes and a few consistent habits, you can smooth out the bumps and build a steadier flow of clients.
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Why Marketing Feels So Unpredictable for Therapists
Many therapists start out thinking that once they’ve written a directory profile or launched a website, the clients will follow. And for a while, that might be true. But then, suddenly – things quieten down.
That’s because therapy marketing isn’t a one-time job; it’s an ongoing process. When client work gets busy, it’s easy to let marketing slip. Then, when clients finish, the phone stops ringing and you can easily begin to panic.
Those ups and downs are normal – every private practitioner experiences them. The difference lies in how you respond. Rather than panicking, can you remind yourself that this is an opportunity to invest in learning how to attract clients and what works?
Make Marketing a Weekly Habit
There’s no quick fix for attracting a steady stream of clients, but consistency really does work.
Think of marketing as part of your practice, not something separate from it.
Here are a few realistic ways to make it a habit:
- Block out a regular time each week for marketing – just like you would for admin.
- Spend 15 minutes updating your profile, sharing a blog, or posting on social media.
- Focus on one area at a time (like your directory or your website) instead of trying to do everything.
Small steps build visibility and trust over time.
Simple Marketing Ideas for Therapists
If you’re not sure where to start, choose one or two of these small actions each week:
- Write a short blog post about a common client concern.
- Share a useful tip or reflective thought on social media.
- Update the “About Me” section of your directory profile.
- Join a local Facebook group and share your services (on the right day!).
- Let friends or colleagues know you’re taking on new clients.
Each of these builds your visibility – and helps people remember you when they’re ready for therapy.
Measuring Success Differently
It’s natural to track progress by client numbers, but that can make you feel like you’re failing when things are quiet.
Instead, try measuring your success by your effort.
Did you take a marketing action this week? Did you learn something new about your niche or update your profile? That is progress.
Those little steps add up – even when results take time to show.
Turning the Marketing Roller Coaster into a Steady Climb
The ups and downs of private practice are part of the journey. But by making marketing a habit, you can replace the roller coaster with a steadier, more predictable path.
Be patient, be kind to yourself, and focus on consistency – because visibility and trust grow over time.
Get Help Building Consistent Marketing Habits
If this episode has got you thinking about how to make marketing part of your weekly routine – without it taking over your life – come and join Therapy Growth Group.
Inside the group, you’ll find step by step marketing guides, templates, and a supportive community to help you stay consistent.
There are also two accountability calls a week, where you can turn up and work alongside others. Telling everyone at the end how you got on with your task can really help you to focus!
Find out more and join us HERE.