Note: This is Chapter 4 of my new book: “Be a Wealthy Therapist: Finally, you can make a living while making a difference” due out in just a few weeks. Hope you enjoy it!

In one of my weekend workshops, Larry sat low in his chair at the back of the room. While others shared their desire to grow their practice, Larry told the group, “I am only here for the continuing education units.”

I asked the workshop participants, “What do you think keeps therapists making less than other health care professionals?”

Various important ideas were discussed. Jane said, “I believe we have done this to ourselves - by continuing to accept lower fees than our medical and legal counterparts, we perpetuate the idea that our work is not as valuable.” That got some great discussion going.

Then I asked, “How do you feel about marketing your practice?” People groaned and shifted in their chairs. Then the follow up: “And how do you feel about making a good living from your practice?”

More groaning. People shared their discomfort:

“I can’t stand the idea of marketing myself.”

“Marketing is unprofessional.”

“Marketing is just setting yourself up for more rejection.”

“I tried marketing and I didn’t get any new clients.”

These are very common concerns. After working with thousands of therapists I’ve discovered two simple, yet surprisingly strong beliefs that can interfere with the private practitioner’s desire for a financially successful practice. Most therapists seem to believe them to varying degrees. Here they are:

1) Money is bad.
2) Marketing is bad.

It’s time to address those beliefs - and move past them.

1) Money is bad.

Money is not inherently bad. Yes, some people do bad things with money or in their attempts to get more money, but not everyone. Many people do very good things with money. Mother Teresa raised money all over the world for her causes.

Isn’t it time to change how we think about money? Who does it serve to remain poor? My friend Chellie Campbell, author of The Wealthy Spirit and From Zero to Zillionaire says, “You can’t help the poor and starving if you’re the poor and starving.” Let’s put the oxygen mask on our face before we try and help others.

Think of money like a fine wine. Many can enjoy it. Some people will abuse it. But it’s not the wine itself that’s bad.

2) Marketing is bad.

If you have watched any daytime TV lately and seen all those cheesy commercials for personal injury attorneys, you may think so. But again, it’s like the wine.

If you do not market your practice, fewer people will know you’re there to help them. If you want to help more people you need to let more people know how to find you. Marketing is not some slick attempt to make money. Marketing is simply the way to let more people know you’re there to help, and it can be done with honor.

I don’t expect that these simple thoughts will “do it” for you. Don’t worry. We will be tackling them in much more detail in the next two sections.

When I handed Larry his CEU certificate at the end of the workshop, he smiled and said: “Before this weekend, I didn’t really think I could have a practice with fee-for-service clients without sacrificing my soul. I did not want to be a rich, arrogant clinician who makes decisions that are in my interest, but not in my client’s best interest. But I get it now. I can increase my income and I owe that to my family. And I can do it in an honorable way that serves my family, the client and my community.”

Go, Larry!

Be true to yourself. It takes courage to look at what limiting beliefs you may have about your practice. Consider sharing this with a trusted confidant. Let them challenge you. You will become clearer on what is true for you.

Money and Marketing are not bad words. But we have been brainwashed into thinking they are. Take back your power now. You can ethically market your practice and make an honest living in ways that serve everyone.

Coaching questions:

1) On a scale of 1 - 10 (with 1 being ‘very true’ and 10 being ‘very false’) how true for you is the statement - “Money is bad”?

2) Rate your comfort with the idea of marketing your practice on a scale of 1 - 10 (with 1 being ‘very uncomfortable’ and 10 being ‘very comfortable’).

3) Now, consider your commitment to your practice. How committed are you to building your practice?

4) What beliefs do you have that might get in the way of building the practice you really want?

Happy Practice Building!

Casey

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