MHM#21 Is it safe to approach?

When someone is deciding who to book an appointment with, they're deciding who they can trust to share their most painful experiences with.

"Is it safe to approach?" is a phrase I often use to describe what prospective clients are contemplating when choosing a therapist. 

Okay, so they may not literally be thinking that. Still, they're using available information to assess which therapist will be the best choice for them and, more importantly, the least risk.

What is the perceived risk? They'll feel judged, dismissed, ashamed, misunderstood, and struggle to build rapport.

Marketing's job is to counteract these perceived risks.

By enabling prospective clients to connect with you online, learn about you, and get a sense of who you are, your approach, philosophy of care, personality, etc, you'll remove fears and doubts and increase trust and confidence.

3 ways to build your online presence and build trust with prospective clients

1) The About page on your website

About page description
It's essential to include your qualifications and experience, but just as crucial is having information that allows people to get to know you, your approach, and what they can expect in a session with you.

For example, if you had this description on your About page: "You'll be in a room filled with beanbags, cushions, and relaxing background music. It's all about getting super comfy in a session with me. You're welcome to kick your shoes off, sit on the floor or the couch, wherever you feel more relaxed."

This description will instantly connect with some prospective clients rather than others looking for a more formal experience. 

What we're trying to achieve with marketing is no surprises.

Suppose a client who prefers a more formal experience is surprised by a room filled with beanbags and cushions. In that case, their first thought may likely be, "This is just not me at all," eroding confidence in their decision to see a therapist. 

Marketing sets expectations, and their experience with the therapist/practice needs to meet those expectations. And in doing so, removes surprises. 

Include a professional, warm photo
You don't need a professional photographer to take your photo. Just ensure there is ample light so you don't have shadows on your face. And don't forget to smile :) 

Include a video
If you feel comfortable, a video provides a more significant opportunity for people to get to know you and understand who you are and your approach to therapy. 

Similar to photos, you don't need to get the video professionally made - your phone or a high-quality webcam will work fine. Just make sure there is plenty of light on your face.

2) Social media
Valuable social media posts build trust and credibility and help prospective clients better understand you and your practice. 

When creating content for social media, make sure it speaks directly to your ideal clients and addresses one or more of the following: 

• Is authentic, is your voice and positions you as the expert
• Teaches and educates
• Makes your audience think / see things differently / question their current view
• Helps your audience get to know you, your approach, what makes you unique
• Empathise with your audience

3) Blog Articles and Newsletter
Blogs and Newsletters are technically two marketing activities, but they go hand in hand.

Think of a blog article as an opportunity to expand further on topics you've addressed in your social media content, providing more in-depth information and value and building further trust with prospective clients.

By utilising your blog article as a newsletter, you're not only delivering value directly to a prospective client's inbox, you're also keeping yourself front of mind.

Over time, building trust and credibility increases the chance a prospective client will decide you're the best therapist for them and feel confident to approach you and book an appointment.