How To Write A Great Psychology Today Listing - My brief notes

August 28th, 2006 • Related • Filed Under

On 8/28 we had a great teleclass on HOW TO WRITE A GREAT PT LISTING.

Note: Replay of this recording is available for free for our Exclusive Members. It will be placed in the audio library.

If you aren’t an Exclusive Member, you can join us at: http://www.buildyourtherapypractice.com

If you want to purchase the recording, you can so at: http://www.beawealthytherapist.com/PTrecording.html

Here are my very brief “notes to myself” that I used to lead the call. Hope they interest you!

A) Paradigm shift:
Marketing on the internet - (with online therapist locators and websites) is different than print advertising. 1) People scan - they are in a hurry, Know that they don’t need to read everything and we are good at scanning! They want to see things that break up text - pictures that are relevant and build your brand.2) People look for what is about them - that is what they care about first and foremost.

B) Coaching questions:

1) What do your clients need from you?

2) How does that relate to marketing on the internet?

3) Imagine that you are looking for a therapist on the internet. What problem might you be looking for help with? How would you describe it? What would you be so upset about that you would want to pay someone $400 to $600 a month to help you with?

++++ EXAMPLES +++++

Examples of good listings:

Leslie Doares: NC - 27607

Barbara Calvi : CA - 91302

Cynthia McKenna: TX - 78006

Roberta Wands: CA - 92507

C) Nuts and bolts:

++++++++++++++++++++++++++++++++++++++++++++++++++++

So what do you think we could do to improve the listing?

Here are nine of my ideas:

1) Don’t try to be all things to all people.

2) Make sure you speak in 6 year old language - that is where our pain is stored - with emotion

3) Avoid un-hearable and clinical words.
4) Make sure when you put your fee range in, that you are planning to offer the middle or low end of that range.

5)Keep the total of your specialties to 5 or less. Less is more. Make sure the ones that you have relate to each other and to your personal statement. Use the blank at the bottom of specialties to put yours in if you have a nice niche. For example, I am encouraging those marketing to Lesbians to not click off the speciality “Gay Lesbian Issues” but make up a special one called “Lesbian issues” or “Counseling for Lesbians”

6) When you put in all the info about insurance - make sure that is what you want.

7) Don’t even look at the statistics. Keep your profile for 30 - 45 days as is and then if you don’t like the results, tweak it.

Be on at least 3 and preferable 5 online therapist locator systems - go to http://www.BeAWealthyTherapist.com to see a couple more that I recommend.

9) Put a picture.
D. Callers PT SITE Review.

There Are 26 Responses So Far. »

Comment by Jodi Blackley on 28 August 2006:

Casey, I definitely liked the thought of “Would you pay me $400-600 a month to ______?” That really has helped me shape the ideal client I’m marketing to! I’ll be updating my site soon!!

Thanks for your support and focus!

Jodi
Comment by Dan Metevier on 28 August 2006:

Reinforced the concept that we are selling certain things, such as relief from pain, hope, etc. Made “selling” more acceptable.

Also reinforced many things that I’d heard from Casey before, but presented here in pragmatic examples.

Thanks!
Comment by Christine on 28 August 2006:

I will definitely decide who my ideal client is and what question she asks.
Comment by Melissa Groman on 28 August 2006:

Have I been greatly helped by Casey? Yes! Teriffic call, concrete, usable suggestions…thanks Casey, I am going to rewrite my PT listing right away!
Comment by Cynthia McKenna LPC, NCC on 28 August 2006:

Hi Casey,
I was trying to talk while you were looking at my site, and for some reason, you couldn’t hear me. I wanted to comment on the “multiple towns” I live in the country, and see clients in my home office, so I needed a way to get folks to find me w/o taking up the paragraph space - I saw Deah’s listing on PT and thought this might work for me. So far, I think it has.

Now for my comment -
My favorite concept was to take my “ideal client” to Starbucks and ask her what she is paying me for. I love this - and, I think it will tighten up my emotion words in my listing.

This was an excellent call - thanks.
Cynthia
*************
http://www.cynthiamckenna.com
Comment by Julie Lingler on 28 August 2006:

Casey, the two things that I really need to work on are defining my ideal client - taking that couple out to Starbuck’s for a chat, and figuring out the specific pain they want to pay me to help them with. Your expertise was terrific! Thanks!
Comment by Anna West on 28 August 2006:

What struck me most about this training was that I really needed to get more specific about the type of client I want to attract and what specialties I want to offer. The restuarant metaphor was great: you don’t go to a restuarant expecting the chef to cook you whatever you want, instead the chef offers you a selection of specialties. As Casey said, if you try to be all things to all people you end up looking like nothing!!
Comment by Krystal Kuehn on 28 August 2006:

What struck me most from this call was Casey’s knowledge and experience. Her tips for improving PT listings were great!
Comment by barbara on 28 August 2006:

thank you casey for your help. it was a little overwhelming for me so i am just going to break it down into pieces. this is fitting in well with the self-study course i got from you, too.
thanks!
Comment by Cathy Roys on 28 August 2006:

Casey,
I am always so encouraged by these calls, I especially appreciated the help with my PT listing. I feel like I’m beginning to think as a business person not just a Therapist. I learn from everyone of your pragmatic suggestions.

Thanks!

Cathy
Comment by Cathy Roys on 28 August 2006:

Casey,
I think I already submitted my comment but it’s asking again….thanks for the personal help with my PT listing. I learn something new everytime I am on a call, very practical and logical.

Thanks,

Cathy
Comment by sylma fine on 28 August 2006:

Casey………I loved the idea that everyone on the call seemed excited about what they learned and how they could translate it into building their practices. As the call progressed, and questions were asked, many possibilities appeared to emerge with the sky being the limit. I also really keyed into the idea of speaking to the 6-year old, keeping the wording simple, reaching very basic emotions.

thanks for your enthusiasm and ability to share that with us all.
good thoughts
sylma
Comment by Colette Dugas on 28 August 2006:

This was my first forray into marketing and was struck by the clear and usefulness feedback. Very helpful. Creating an irresistable offer to my ideal client is my next step.

Many thanks.
Comment by Earlene Caldwell on 28 August 2006:

This class reminded me how important it is to cultivate the business side of what I do and to put the marketing focus on the clients’ needs rather than my theoretical perspective, qualifications, etc. Envisioning the ideal client is a great way to get the process started.
Comment by Bruce on 28 August 2006:

I listened and learned in this 90 minute session, and I thank you for spending the time with us.

I will return to edit my profile using the ideas presented here, such as the “yes questions”, more ideal client language, and thinking about how to say the right thing in terms of “what would you pay me to get what you want?”

You were able to make a clear and focused presentation. I am envious! But in a good way.

Be well and enjoy some time off.
Comment by Roberta Wands on 29 August 2006:

Hi Casey,

I was able to use your guidelines to create an effective PT profile. When it comes to marriages and relationships, many ARE willing to pay $400-$600 / month to end the hurt and find love again!

Thanks for helping me succeed,
Roberta
Comment by Lorna Minewiser on 29 August 2006:

Thanks Casey,
I’m new to the PT website and I realized as a result of your wonderful class that I was talking about myself too much, and just plain talking too much! A big “take away” for me was that “less is more” Just because I can write 200 words, doesn’t mean I have to. I went back in this AM and rewrote my ad with a single focus. I’m excited about all the new clients that this will draw to me. Thank you so much for your generosity,
Lorna
Comment by Donna Scott on 30 August 2006:

Hello Casey,
The most important part of the call for me happened when you had us go to the PT website. It was so helpful to look at the postings and critique them. It has definitely given me a clearer understanding. Thank you.
Comment by Beth Kebschull on 2 September 2006:

Casey,

Thanks for helping me to learn how to connect with clients on an emotional level using “little kid words.” This helps me keep my communication free of therapist-speak when I talk to potential clients. Ideal clients are now asking me questions and I am engaging in conversations with them about what I do. Thanks for helping me find good words.
Comment by Jeannie Colvin on 5 September 2006:

Casey~

I learned that I need to put my ad in 6 year old language. As a psychodynamic therapist, you’d think I’d know that people in pain think regressively! I’ve made the changes, and have seen a difference in the hits to my ad. It also prompted me to become an exclusive member. Thanks for your help.

Jeannie
Comment by Risa Sherwood Gordon on 10 September 2006:

Dear Casey,
I am a new exclusive member, and everything about this call was empowering! All roads led me back to the Ideal Client exercise. I know once I’m clear on that, all else will easily fall into place.
And the simplicity of marketing with words that people can hear even when they’re in pain at 3a.m. makes perfect sense. (All the hours I wasted writing a bio all about me…never again!)
Thank you Casey. Can’t wait for laser coaching!
Risa
Comment by Cheri Flake on 12 September 2006:

Wow! This was huge for me…I listened to all the Ideal Client focused teleseminars and really was on to something…but, until I downloaded and listened to the Psychology Today call did it all come together for me. This call honed my ideal client and I redid the ideal client exercise…way better. I discovered that my ideal client probably has a diagnosis that I didn’t even include on my PT specialty listing! I am hooked and working on it all this week! Thanks, Casey, here I grow!
-Cheri
Comment by Linda Rose on 14 September 2006:

Wow, Casey! This call was so helpful! It has completely changed my feelings about marketing and about my focus. I am now very excited about marketing and attracting my ideal client by speaking much more directly to their needs rather than so much to my expertise. Simplifying language, using the 80/20 formula, creating “yes” questions, viewing PT profiles — the entire call was a veritable gold mine! Thank you! Thank you!
Comment by Jackie Dotson on 14 September 2006:

The thing that struck me the most was not only how vital it is to speak to a client’s pain but how important a picture is on your listing. I’ve had good success from PT since I’ve been a member and I’ve gotten several clients who said they chose me because they wanted somebody “young” (I’m in my 30s). Thank You Casey and thank you PT for providing such a wonderful resource.
Comment by Lena on 14 September 2006:

I really enjoyed this lesson. What I am taking with it is the idea of marketing a specialty and using fewer words (not necessarily filling the text boxes to the max), and checking five or fewer specialties.

I totally re-vamped my PT listing and I like it better already. Here’s hoping my ideal client does too!

Thanks Casey-and to all the folks on the call.
Comment by Alex on 16 August 2008:

Your blog is interesting!

Keep up the good work!