Summary
Many therapists find social media uncomfortable because they focus on posting rather than helping. This article explains three mindset shifts to make online marketing feel natural. First, focus on supporting potential clients instead of promoting yourself. Second, let your authentic personality show instead of trying to perform. Third, use your platforms to build relationships rather than just creating content. Drawing parallels with counselling training, Josephine Hughes shows how relaxing into your own style attracts the clients you want to work with.
Introduction
Many therapists find the thought of posting on social media uncomfortable. They want to attract clients to their private practice but they worry that they’ll sound salesy. They worry that they don’t know enough to post something with confidence. They may even wonder if they have anything worthwhile to say.
These are uncomfortable questions to face, so it’s easy to become distracted by other concerns instead. You can tell yourself you just need to choose the “right” platform, work out whether hashtags matter or decide whether you really have to use video.
That’s a bit like starting in counselling training. You can get caught up in getting the counselling techniques “right”. Things like “am I asking too many questions”, “am I nodding too much”, “should I challenge more?”.
But after a while, you realise counselling isn’t about performing well. It’s about relaxing enough to listen, build trust and understand the person you’re working with.
I think social media is similar. Once you stop worrying so much about how you’re posting and focus instead on who you’re trying to help, it becomes much easier to connect with your potential clients.
If you’d like to listen to the full podcast episode, which includes ideas for September social media posts, you can do so here:
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Social Media isn’t about posting, it’s about helping
Rather than asking yourself “what should I post today?” try turning it around to think of your potential clients.
Ask instead: “What does someone need to hear today?”
This helps you to centre the client which is much closer to your motivation as a therapist. You shift from promoting yourself to supporting someone.
Hear the difference between:
“I’m an integrative counsellor practising in Essex”
to
“Do you replay conversations in your head?”
One is about you, the other about the client. It probably feels a lot more comfortable to be talking about familiar problems that you regularly work with, than to think of interesting ways to talk about yourself.
And the client will recognise themselves in what you’re saying. They’ll draw reassurance from your understanding and they’re much more likely to follow you and ultimately think about obtaining therapy as a result.
Social Media isn’t about performing, it’s about being yourself
When you focus on the client and how you want to help them, your social media presence becomes far less about performance and much more about building trust.
As a trainee therapist you may have been preoccupied with “getting it right” – using the correct techniques that you’ve been taught therapy is all about.
But as you relaxed into your role as a therapist, you probably allowed more of the real you to appear.
The techniques became less important than focusing on the person in front of you and establishing a relationship with them.
The same is true of social media.
While the latest trends can help you appear on people’s feeds, ultimately it’s the real you that people will want to follow. And that’s why allowing yourself to relax in your output speaks to people.
For example, you may not be feeling brave enough to share a video online. But hearing your voice, your accent and your mannerisms can help to build bridges.
You don’t have to self-disclose or share personal information that feels uncomfortable. Your personality and caring side can be evident through your choice of topics, the way you speak and how you interact with others.
People aren’t looking for perfection. They’re looking for someone they think they can trust.
Social Media isn’t about content. It’s about relationships
Conversations are about so much more than actual words.
Through conversation, you’re able to establish that the speaker has something to say that’s interesting, that they show an understanding of your own world view and that this is someone with whom you’d like to spend more time.
Your social media can be a place where you demonstrate your values such as interest in others, acceptance of difference and consistent caring.
That will speak to clients far more than some of the things we worry about such as branding, videos or photos.
Final Thoughts
Counselling is about far more than listening.
It’s about using listening to create a relationship where change is possible.
And social media is about far more than posting.
It’s about using your words to create enough trust for someone to take their first step towards change.
Frequently Asked Questions
Many therapists worry about sounding salesy, not knowing enough, or not having anything worthwhile to say. These concerns can make posting feel uncomfortable and lead to procrastination.
Rather than asking “What should I post today?”, ask “What does someone need to hear today?” Focusing on helping potential clients often makes creating content feel much more natural.
The most effective posts usually focus on the problems and experiences your potential clients are facing. When people recognise themselves in your content, they’re more likely to trust you and consider contacting you.
No. Video can help people get to know you because they hear your voice and see your personality, but it’s only one way to build trust. The way you write and interact with people also helps potential clients get to know you.
You don’t have to share personal information that feels uncomfortable. Clients can get a sense of who you are through your values, your choice of topics and the way you communicate.
Social media can help potential clients get to know, like and trust you before they make contact. It’s one way of building relationships and demonstrating your understanding of the people you’d most like to help.
Focus on your potential clients rather than yourself. Write about the questions, worries and experiences they face, demonstrate your understanding and let your authentic personality come through.
Potential clients usually want to know whether you understand what they’re going through before they want to know about your qualifications or therapeutic approach. Showing that you understand their concerns helps them imagine what it might be like to work with you
How I can help
When you’re aware of who it is you’re trying to reach, social media becomes easier. Not only are posts easier to construct with your preferred clients in mind, but you’re often able to tap into a sense of desire and motivation to reach them.
I’d love to help you with my group programme, Therapy Growth Group, where we can work on your niche together and work out ways to reach the clients you’d most like to help.
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