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Therapists are always wanting to know what they can easily do to succeed in their career, find the best jobs in the field, and to keep their practice full, their clients happy, their income high, their expenses low, their license safe, and their services competitive.
Whenever I tell therapists that belonging to and getting involved with their local, state, or national professional associations by attending events and volunteering is the number one thing that will find them jobs, save them money, get them known in their community, keep their practices full, their referral sources plentiful, and their clinical work up-to-date legally, ethically, and clinically—and more, they are very surprised. Invariably a very lively, interesting, and informative discussion about how professional associations help meet the needs of therapists in practice follows—a very eye-opening one for those who haven’t been aware of how the benefits of membership, participation, and volunteering sustain therapists, their practices, and their careers. Most therapists look at joining a professional association, or local chapter of one,as a necessary evil that takes money out of their pocket for dues so they can get discounted member pricing for continuing education hours—and access to general legal advice if they have a question or problem--or want a discount on malpractice insurance. Professional associations are so much more than that. To thrive in our field, it's essential to not only focus on honing your therapeutic skills but also to actively engage with your professional community. Joining, actively participating, and volunteering in your professional association can play a crucial role in your success and prosperity as a psychotherapist no matter what setting you practice in. Professional associations are vital hubs for networking, learning, and collaboration among practitioners in our field. These organizations bring together like-minded professionals who share a passion for psychotherapy and provide a platform for ongoing professional development. By joining your professional organization, you gain access to a wealth of resources, support, and opportunities to enhance your practice and your career. Engaging with peers, mentors, and leaders on a regular basis can open doors to valuable collaborations, referrals, and partnerships. By volunteering as well as attending events—meetings, workshops, and seminars—therapists can expand their professional circle, exchange knowledge, and stay updated with the latest clinical and profession information. Such networking opportunities can lead to a steady stream of referrals, ultimately filling your practice with your ideal clients. Getting involved in your professional community through active membership and volunteering also provides opportunities for mentorship and support, particularly for early-career psychotherapists. By connecting with experienced practitioners, new therapists can gain valuable guidance, insights, and advice to navigate the challenges and complexities of our profession. This support system can be instrumental in fostering professional growth and confidence as well as clinical excellence. One of the primary benefits of being an active member of a professional association is certainly the access to continuing education and skill development opportunities. Attending these events allows you to stay updated with the latest research, techniques, and advancements in the field—and enables you to continuously enhance your therapeutic skills and broaden your knowledge base which improves the quality of care you provide to your clients. Your professional organization also serves as a hub for connecting with other LMFTs, LCSWs, LPCCs, Psychologists, Psychiatrists, Students, and Associates, as well as supervisors, mentors, and researchers—as well as allied professionals. Engaging with your professional network opens doors to collaborative opportunities, referrals, and mentorship relationships. By participating actively, you get to exchange ideas, share experiences, and learn from the collective wisdom of your peers as well as find jobs, employees, office space, and other professional services you need to run your practice or advance in your career. These connections not only enrich your professional life but can also lead to personal growth and career advancement. Joining and actively participating in a professional association is often a game-changer for therapists, offering many benefits that contribute to career growth and success. By volunteering for committees, organizing events, or taking leadership roles, you can gain visibility, make new connections, and build your resume, while you shape the direction of your professional community and have a positive impact on its future. This active involvement not only enhances your professional reputation but also fosters a sense of pride and accomplishment as you give back to the community that has nurtured you and your career. Membership in your professional organization also provides free or low-cost opportunities to increase your visibility in the professional community. Websites, newsletters, blogs, therapist directories, eblasts, and social media platforms are all cost-effective marketing and advertising opportunities for members and volunteers since these are distributed throughout the profession as well as to those in related fields. Professional associations also offer a sense of community and support. The field of psychotherapy is emotionally demanding and can be isolating. Being part of a community where you can connect with colleagues, share experiences, and seek guidance and support when needed is reassuring and helps you know that you are not alone in facing the challenges and rewards of being a psychotherapist. Lastly, joining a professional association provides you with a sense of community and belonging. Connecting with like-minded professionals who share your passion for psychotherapy is invaluable. It allows you to network with those who understand the unique challenges and triumphs you face every day in your practice. Through these connections, you can find support, exchange ideas, and gain valuable insights that can enhance your experience as a therapist. As you can see, joining and actively participating in your professional association is essential for success and prosperity in your career as a psychotherapist. By immersing yourself in your professional community, you position yourself for success, growth, and prosperity in your practice and career. Embrace the benefits that membership and volunteering in your association offers and contributes to your career as a psychotherapist. Discover for yourself why joining, actively participating, and volunteering for your local, state, or national professional organization is a really good use of your time, energy, and money—and how it will keep your practice profitable and bring you continued success in your career. I guarantee you’ll be pleasantly surprised. Lynne Azpeitia, LMFT, AAMFT Approved Supervisor, is in private practice in Santa Monica where she works with Couples and Gifted, Talented, and Creative Adults across the lifespan. Lynne’s been doing business and clinical coaching with mental health professionals for more than 15 years, helping professionals develop even more successful careers and practices. To learn more about her in-person and online services, workshops or monthly no-cost Online Networking & Practice Development Lunch visit www.Gifted-Adults.com or www.LAPracticeDevelopment.com.
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Therapists want to know the secret to private practice success—filling one with enough clients to pay for the business, support ourselves, take a vacation, fund our retirement, and save some money. Private practice success is doable with planning, skill, and the right kind of ongoing effort.
Five Key Tools for Private Practice Success
1. Your Introduction What you say or write when introducing yourself online or in person is a very useful tool for letting people know who you are, where you work, who you work with—vital info for those looking to employ you, refer clients or have you as a therapist. You may be surprised to learn how many therapists introduce themselves by just saying their first name—not where they work or who they work with as clients. How can people find you or know who they can refer without this info? Say your full name, license or professional status, type of work, office location or work place, and who you work with—or would like to. This gives people the right information to connect and refer. Introductions don’t have to be fancy, just key information delivered in a calm, friendly, professional manner: Eric Hernandez, Registered Associate MFT, at the West Hollywood Counseling Center where I counsel gay men and their partners under the supervision of Dr. Aaron Cohen. Lisa Chan, MFT Trainee, with School Counseling Services. I counsel middle school students and their parents in Silverlake. Tina Martinez, LCSW is my supervisor. Matt Samson, student at Pepperdine’s Encino Campus. I’m interested in working with men and anger management in the Culver City area. Jen Harvey, Licensed MFT. I work at Harbor House in Van Nuys treating adults with addictions and have a Telehealth/private practice in Sherman Oaks working with teens and their parents. If you’re typing the intro online, list your website last, so people can click on it. Getting the word out about your services is a community service. Make sure your community knows how you can be of service to them—and how to find you when they need your services. 2. Your Business Card, Email Signature or Online Profile For in person interactions, your business card, including your email address, is a good marketing and connecting tool for clients, colleagues, referral sources, other business people, and professionals. Online, your email signature or social media profile info is your business card. Licensed therapist’s business info:
Associates and Trainees wanting a business card including this information should check with their supervisor and the organization they work for about their requirements. Your Pronouns. If it fits for you or your community, the pronouns you use can be included—in English and or any other language you or clients, colleagues, community, others speak. Where you place your pronouns is up to you—after your full name, professional status, address, or anywhere else it fits best for you in this list. For an Associate, Trainee or Student card for networking, I recommend using a personal calling card instead of a business card. Here’s the calling card format:
You can pass the calling card out to colleagues and others so they can contact you about jobs, organizations or other information. I don’t recommend you give it to potential clients, just use it for networking purposes—it makes a better impression than writing your info on a piece of paper. 3. Your Contacts, Referral Sources & Resources Who you know, those who know you, and those who refer to you are a valuable resource in filling a practice. Building your contact list, email list, referral sources, followers, and resource list is a long-term project. Start today! Students who start this will have a good head start—don’t wait until you’re licensed to build the list of people who you know, who know about you, and the work you do. Who’s on your contacts list? Colleagues, licensed and pre-licensed therapists you know, counseling centers, current and former supervisors, graduate program instructors, business people you do business with, medical and dental professionals you do business with or refer to, friends, family members, neighbors, members of your church/temple/mosque, members of organizations you or your family belong to, social contacts, community contacts, etc. Online these are your social media contacts—followers, friends, members of the groups you have or belong to. Each is a potential referral source for your practice. Find a way to keep contact and keep them current on you and your practice. Whenever they send you a referral, thank them with a handwritten note or an e-mail or even a call—no client name necessary so confidentiality isn’t an issue. 4. Your Website or Other Online Presence You’ll most likely need some online presence to maintain your practice since most clients who are willing to pay or use their insurance find therapists online. Think of your website or webpage, blog, podcast, TikTok, YouTube Channel, FB Page, Instagram, etc., as your online office. Ask any therapist with a thriving practice—most will report a high percentage of clients come from sources online. Think about it, people save time by searching online. Give prospective clients a website or other page to become informed about services. Even if they find you in a directory, prospective clients will look at your website or other web presence before they contact you. Many therapists think a website is expensive. This is not the case. You don’t need to spend a lot for a website to attract clients. However, you do need at least a page or a few pages/videos/audios for clients to find or check you out when they’re referred. Clients like to see a picture or video, read something about you, your services—and e-mail you from your website. If you are going to have enough paying clients, having a website or page is a necessity. There are many free or very low-cost services for creating a professional looking website. It’s fairly easy, no coding necessary. Squarespace, Weebly, Wix, and others provide these. Check them out—ask colleagues or friends about their experiences. If you decide to pay for a website, contact therapists you know who have websites you like—ask who designed it, what they paid—or search online and see who designed the websites you like, then contact them. If you are pre-licensed—especially if you’re a student—I suggest you have at least a page with your name, license status, contact information—with your own domain name. If your page says that mentions or counseling you’ll have to include a supervisor’s name and information. If you don’t want a webpage or think that you can’t afford to spend any money, consider a blog. Blogs are free at Blogger.com—you can direct people to that to check out your practice information. TikTok, FB, Insta, YouTube are free, too. 5. Your Online Listing in a Paid or Free Directory Having a listing in a few online directories helps. Do consider that paying for a directory listing can be a good investment in reaching potential clients. Clients find you when you’re listed in a therapist directory since they advertise and promote aggressively so they’re first in online searches. If you don’t want to pay for an online listing like Psychology Today, there are many free directory listings. CAMFT and AAMFT Clinical members have a listing as a membership benefit as do local chapters of CAMFT when you are a chapter member. Listings are also not limited to licensed therapists. Many sites have pre-licensed listings, but you must include supervisor information. I hope you’ve found this information helpful and encouraging as you create, maintain, or upgrade your practice. I wish you much success in your private practice endeavors. Lynne Azpeitia, LMFT, AAMFT Approved Supervisor, is in private practice in Santa Monica where she works with Couples and Gifted, Talented, and Creative Adults across the lifespan. Lynne’s been doing business and clinical coaching with mental health professionals for more than 15 years, helping professionals develop even more successful careers and practices. To learn more about her in-person and online services, workshops or monthly no-cost Online Networking & Practice Development Lunch visit www.Gifted-Adults.com or www.LAPracticeDevelopment.com. Private-pay clients are seeking out an expert in the field. When you are in a private-pay practice, your marketing and branding must reflect that.
When it comes to seeking out therapy services, a client’s decision-making process can vary greatly depending on the type of practice, the therapist’s expertise, and the payment structure. Research reveals that insurance-based clients generally select a therapist based on who takes their insurance and the convenience of appointments. This usually leads insurance-based clients to choose a therapist based solely on price and insurance coverage, rather than on expertise or personal fit. This is NOT the case with private-pay clients. Private-pay clients who select therapists in private practice are seeking out an expert in the field and are usually looking for a more personalized, specialized approach. Because private-pay clients want a therapist who is knowledgeable, experienced, and an expert in the areas of their concerns, these clients are willing to prioritize the therapist's expertise over factors such as price, insurance coverage, and location—and are willing to pay out-of-pocket for the services of a highly skilled, and experienced, therapist. For therapists in private-pay private practices, it is important to tailor marketing and branding efforts to attract and this type of client and referral. Since these clients are seeking out an expert in the field, your marketing and branding and content presented has to focus on and reflect that. Ensuring that the overall client experience is positive, responsive, and supportive is another key factor in attracting, retaining, and continuously keeping your practice full with private-pay clients. Because private-pay clients are often seeking a high level of personalized attention and care, the therapist's communication style, responsiveness, and attention to detail can all play a role in their decision-making process. This may involve responding promptly enough to texts, DMs, emails, and voicemails, as well as having an engaging professional website with content that addresses their concerns, an interesting social media presence or platform with videos, images, and interesting content, and implementing effective communication strategies. It also may involve highlighting your areas of expertise in your networking introductions as well as on your website, social media, email communications and other promotional materials. Including appropriate testimonials can also be effective in demonstrating a therapist's effectiveness and success in treating specific issues. As you can see, insurance-based clients and private-pay private practice clients have different priorities when it comes to choosing a therapist. Private-pay clients prioritize finding an expert in the field who is responsive to them and can address their specific concerns and issues. As a therapist in private practice, it's important to understand this about your target audience and tailor your marketing and branding efforts accordingly. Focus on your expertise and specialization, develop an engaging website that demonstrates that; utilize social media in interesting ways that your clientele appreciates; build relationships with other like-minded and allied professionals; and offer value-added services such as books, webinars, workshops, talks, and retreats to differentiate your practice and attract private-pay clients and referrals. While insurance-based clients may prioritize convenience and insurance coverage in their decision-making process, private-pay clients are seeking out an expert in the field and are willing to pay for a personalized and specialized approach. Therapists in private-pay private practices must tailor their marketing efforts towards this type of client, highlighting their experience and expertise, and providing a high level of personalized attention and care. By doing so, they can attract and retain a clientele that values their skills and expertise, and is willing pay for their services. Lynne Azpeitia, LMFT, AAMFT Approved Supervisor, is in private practice in Santa Monica where she works with Couples and Gifted, Talented, and Creative Adults across the lifespan. Lynne’s been doing business and clinical coaching with mental health professionals for more than 15 years, helping professionals develop even more successful careers and practices. To learn more about her in-person and online services, workshops or monthly no-cost Online Networking & Practice Development Lunch visit www.Gifted-Adults.com or www.LAPracticeDevelopment.com. With so many online meetings, presentations, and events, therapists introduce themselves a lot. Here are 6 tips to make the most of your introductions online & in person and to create a positive, professional image. These tips reveal little details to include when introducing yourself—and will help you get known in the therapeutic community.
TIP 1 When introducing yourself VERBALLY, online or in person, be sure to include all the information a person needs to contact you. If people don’t have the right information, they can’t contact you about a
Make it easy & convenient for people to
Include this information when introducing yourself:
Samples Hi, I’m Ana Chavez, LMFT, AAMFT Approved Supervisor. I’m based in West LA where I have a Private Practice working in person and remotely with clients. I work with individuals and couples and specialize in work-related stress, anxiety, and relationship issues. Michael Weinstein, LMFT, CAMFT Certified Supervisor. In my Pasadena Private Practice I provide remote therapy sessions to clients throughout the state of California and specialize in anger management, relationship issues, and couples in conflict. Sandra Ho, LCSW. At the Gender Health Center in Los Angeles, I counsel, in person and virtually, children and adults who are exploring gender identity and/or sexual orientation issues and those who are Trans/gender diverse. My pronouns are she, her, ella. Derek Johnson, AMFT, at Angeles University Counseling Center in Culver City, under the supervision of Shanda Ramos, LMFT, I work with clients who identify as part of the LGBTQ+ and/or the Black, Indigenous, People of Color (BIPOC) Community. I specialize in anxiety, trauma, and relationships. Sometimes it may be possible to add a short sentence that personalizes your introduction: Tina Duvall, LMFT. At the Beverly Counseling Center I specialize in working with teens and young adults who have eating disorders, anxiety, depression, and anger management issues. Send me your angry teenagers, the angrier the better! They’re my favorite clients to work with. TIP 2 Online, AFTER you introduce yourself VERBALLY in a group video call, always type your name & contact information in the chat. Type in chat: full name, license status or professional designation, where you work, location, email, phone, website—and pronouns if that fits for you; and three or four words on who you work with or your specialties. No more than 3 words or initials (EMDR, SE, TRM, etc.) about who you work with. Nothing else or people will ignore it. Sample Shuri Moore, LMFT, Santa Monica and Online, [email protected], 310.123.4567, ShuriMoore.com, GenZ & Millennial Women. Pronouns she, her, hers. At the end of your contact info you can also add something about how to contact you--Contact by email or text is best. Shuri Moore, LMFT, Santa Monica and Online, [email protected], 310.123.4567, ShuriMoore.com, GenZ & Millennial Women. Pronouns she, her, hers. Contact by email or text is best. TIP 3 For online professional events, make sure your screen name is your full name not a first name or nickname. The more your full name is seen, the more people will remember it. If you don’t type your contact info in the chat then knowing your first & last name will be easy to Google. Take advantage of this opportunity. Type this info under your picture on video platforms.
Ana Chavez, LMFT, AAMFT Approved Supervisor. West LA Michael Weinstein, LMFT, CAMFT Certified Supervisor. Pasadena Sandra Ho, LCSW. Pronouns: she, her, ella. Derek Johnson, AMFT Antioch Alum Danika Jones, Trainee, Pepperdine Student TIP 4 For in person events, STAND UP when you ask a question/make a comment—to the speaker or whole group—from your chair or seat at a table.
TIP 5 Each time you ask a question verbally in an online group of more than 5 or an in person event—BEFORE you ask your question--Say your full name & professional designation--Then ask your question Sample (Said Aloud) Calvin Jordan, AMFT (slight pause), my question is… State your name each time you ask a question. Repetition of this kind is good! Optional: Include your location after your professional designation: Sample (Said Aloud) Tina Gonzalez, CSPP Student, Covina (slight pause), my question is… Stating your FULL NAME before you speak makes it easy for the speaker, moderator or person monitoring the chat to quickly pair your name with your face. Yes, video platforms have names below the screen view. However, when you state your name first, the speaker or person monitoring the chat doesn’t have to take their attention away from looking at or listening to you, to read and process your name—and neither do participants. Not only do people appreciate this, they tend to have a positive impression of you and they have a better chance of remembering your name the more times they hear it. Stating your Full Name before you speak:
For in person events, on your nametag be sure to print your Full Name so it is easily readable. That’s all on how to make the most of your introductions, get known in your community, and further your career. Lynne Azpeitia, LMFT, AAMFT Approved Supervisor, is in private practice in Santa Monica where she works with Couples and Gifted, Talented, and Creative Adults across the lifespan. Lynne’s been doing business and clinical coaching with mental health professionals for more than 15 years, helping professionals develop even more successful careers and practices. To learn more about her in-person and online services, workshops or monthly no-cost Online Networking & Practice Development Lunch visit www.Gifted-Adults.com or www.LAPracticeDevelopment.com. Many psychotherapists now have tele-practices and conduct video and phone therapy sessions instead of, or in addition to, face-to-face sessions in an office as a result of the majority of mental health providers switching to, or experiencing, Teletherapy sessions during stay at home orders during the pandemic.
While these types of online video or phone services are not for every client or practitioner, many therapists are reporting that, after moving their practices online and doing therapy with clients over several months, they find video or phone tele-sessions are not only effective but convenient to both them and their clients. After the pandemic quarantine many therapists kept offering some form of Teletherapy along with in-person sessions once the quarantine was lifted. However, clinicians are also reporting that when some new prospective clients find out in-person sessions are not an option they seem reluctant, resistant, or unsure about beginning or making the switch to virtual therapy. This causes psychotherapists to feel conflicted because client consent is needed to work virtually when in-office sessions aren’t offered. Therapists also wonder if it’s okay to influence a client towards Teletherapy when the client doesn’t seem to want it or is less than comfortable. Should therapists address it or just refer? While there are many good reasons that people are reluctant to do teletherapy—no private place, no equipment but their phone, weak internet connection, etc., it’s important to remember that when in-person services are not available some individuals may initially find it hard to switch to or commit to therapy that’s different from what they’ve thought about, imagined, or come to expect. Teletherapy is that kind of different. No couch, just a screen. While clinicians know that some reluctance or resistance to beginning therapy is usually present in any intake, and are used to addressing that, what counselors aren’t as used to is handling intakes where the reluctance is around the only option offered. The truth is that many of the issues that are expressed as client reluctance about Teletherapy aren’t about the tele-sessions at all, but like in intake calls where in-person sessions are possible, are a manifestation of the client’s issues that are inherent to therapy—and these would come up even if the therapy was face-to-face. While online services are not for every client or practitioner, a client’s reluctance, discomfort, and resistance is most often not about Teletherapy, but about entering a new world where they are moving from a familiar way of operating to the therapy context where different rules apply. Our job as therapists begins with helping clients enter, become familiar with, and safely navigate the therapeutic context. We are, and need to be, their guide. As you read the following information, be sure to remember:
What’s the best way to respond to a potential client who seems reluctant or resistant to engage in video or phone therapy when a therapist isn’t seeing clients in person in the office? Teletherapy reluctance, discomfort, and resistance are clinical issues. The therapist needs to take charge of any conversations regarding teletherapy issues. Yes, it’s part of therapy and it’s the therapist’s job to aid-educate-facilitate pre-therapy (intake) or Teletherapy resistance conversations. New clients don’t really know what teletherapy is or what it’s like if they’ve never had therapy or online therapy before. They only have an idea of what it’s like or the description of what someone else told them. Teletherapy with a clinician who is a good match can be a great option when in-person therapy is not available and many clients are great candidates for video or phone therapy. Use your clinical skills to address and respond to a client or prospective client’s Teletherapy issues when they come up—just like you would address anything else. Treat the issues that come up about teletherapy sessions the same way you’d treat any other client issue. Taking it personally = Countertransference! Don’t take a client’s Teletherapy reluctance and resistance talk personally when clients demonstrate their issues and skill level—take or use a therapeutic stance just like you would about any other topic or issue. Under your guidance clients can then make an informed decision about beginning, continuing or ending Teletherapy. To review:
Teletherapy is definitely here to stay. Its effectiveness is equivalent to face-to-face sessions and the flexible nature of video and phone sessions benefit both clients and clinicians. Add in the ease and convenience of scheduling a video or phone therapy session and talking with a mental health practitioner from the privacy of your home or another convenient location, and you find that these virtual services are a huge draw, especially for many people who are seeking therapy for the first time. Telepsychiatry, teletherapy, telepsychology, and video therapy are more than just trends. In fact, a good number of mental health professionals found they prefer working with clients using teletherapy video and or phone sessions and have not returned to in-office sessions. Yes, quite a few therapists are reporting that they plan to keep or have kept their therapy practices solely virtual, and they have. Other therapists report they do both virtual and in-person sessions in their hybrid practice. Both in-person therapy and Teletherapy have advantages. Some view office sessions as a way to get some distance from problems at home and find it easier to see and deal with challenges objectively. Some clients prefer phone therapy over video therapy, which works fine in many situations. While Teletherapy and online services are not for every client or practitioner, online therapy is here to stay, like it or not. Consumers are changing, and so are therapists and their practices. Teletherapy has become another viable option for mental health practitioners. It may not be the best option for everyone but the good news is that it is just as important and effective as the traditional therapist’s couch. Lynne Azpeitia, LMFT, AAMFT Approved Supervisor, is in private practice in Santa Monica where she works with Couples and Gifted, Talented, and Creative Adults across the lifespan. Lynne’s been doing business and clinical coaching with mental health professionals for more than 15 years, helping professionals develop even more successful careers and practices. To learn more about her in-person and online services, workshops or monthly no-cost Online Networking & Practice Development Lunch visit www.Gifted-Adults.com or www.LAPracticeDevelopment.com. When therapists talk about how to make their practices more successful, the first thing they want to know is how to get more clients and referrals.
Good question, right? The best answer about how to get the word out about you, your practice, and your work so you can get more paying clients, is to make sure your practice and contact information is clear and readily accessible to potential clients, colleagues, and referral sources whenever they need it. It’s a well-known fact that prospective clients and referral sources will only contact you if they know what your services are and they can easily locate your phone number to call or text to you—or your email or social media page to write or message you. Pre-Covid, when professionals did a lot of face-to-face networking, business cards usually did the job of getting a therapist’s name, services, and contact information in front of people. Online, websites, directory listings, and social media pages did the heavy lifting of providing the therapist’s contact details so people could connect with them and make an appointment. With so many professional events happening virtually now, it’s rare for therapists to exchange business cards, flyers, and practice swag—pens, note pads, Post-its—so a clinician’s contact details aren’t always close at hand. Yes, the information is still online for people to look up with Google or another search engine but that takes another few clicks and more time. People are in a hurry and impatient these days. Think about how many times someone has emailed you or you read an email and wanted to contact the person by phone or text or look at their website or social media and none of that information was available, sometimes not even their last name because their email address didn’t include their full name either. Did you do a search or did you skip it? Most people skip it so these referrals and opportunities are lost. What can a therapist do today to get their practice information and contact details out and in front of everyone’s eyes so their services are always top of mind and people can easily access the details whenever they have a question, want to connect, send a referral, talk to you about an opportunity or schedule a session? Here’s where email signatures shine bright today. Email signatures are the savvy clinician’s new secret weapon for convenient online professional networking and practice marketing. Think about it. How many emails are you sending and receiving these days? Each person you write or reply to professionally or in your community has the power to become a referral source or a client—but only if they have the right information about your practice and how to contact you. Today, the quickest, easiest, and most cost-effective way to disseminate your contact information, let people know about your work, and fill your practice, is to make the most of your email signature. Email signatures are the new business cards. They’re one of the best ways to present you, your services, and your contact information so it’s available whenever needed. A thoughtfully crafted email signature is a small but powerful marketing tool that makes it easy for people to know more about you and what you offer—and to contact you or refer someone to you. It’s a recurring thing that recipients of your emails see over and over again and that develops trust and recognition. What contact info needs to be in an email signature so that prospective clients and potential referral sources can contact you or refer someone to you? Email signatures should include all the ways there are to contact you professionally. Here are some examples. The Basic Email Signature: Include each of these.
The More Complex Email Signature: All the above 1-6 plus any of these that your ideal clients, colleagues, and referral sources use and make it easy for them to contact you.
As you can see from the lists above, the information on your email signature can take many different forms. Depending on your target audience and preferred clients, you can also list new services, special offerings, free consultations, event information, specific blog content, awards, professional association positions, etc. Anything that delivers value to colleagues, prospective clients and referral sources, other professionals, community members, and yes, even friends, neighbors, and relatives, can be embodied in an email signature. It is absolutely amazing how much value can be put into such a few lines at the end of an email. Crafted with your client, services, and profession in mind, your email signature holds the power to create a positive, professional image, and reinforce and extend your branding and marketing efforts. An added bonus is that you don’t have to hire a graphic designer, an app developer or a coder to put together your email signature and add it to your email footer. Additionally, there are plenty of excellent templates, generators, and editors to explore, many which are free. Have some fun exploring other clinician’s email signatures and then crafting your own. Lynne Azpeitia, LMFT, AAMFT Approved Supervisor, is in private practice in Santa Monica where she works with Couples and Gifted, Talented, and Creative Adults across the lifespan. Lynne’s been doing business and clinical coaching with mental health professionals for more than 15 years, helping professionals develop even more successful careers and practices. To learn more about her in-person and online services, workshops or monthly no-cost Online Networking & Practice Development Lunch visit www.Gifted-Adults.com or www.LAPracticeDevelopment.com. The beginning of the year is always the time for resolutions. This year everywhere I go money is on is on therapist’s minds and in their New Year’s Resolutions. The top resolutions mental health professionals tell me they’re making this year are about money—mainly increasing their income so it covers the rising costs they’re facing in their practice and at home. Here are five tips for increasing your practice income. To make it interesting, these tips are selected from some of the articles I’ve been recommending to the therapists I’ve been doing practice coaching with. I’ve included links to the articles they’re from. Tip 1: How to Set Your Fee to Make Your Private Practice Profitable and Sustainable Overall, to know how to set your fees you need to be able to look at the big picture and what you need to cover your expenses and make a profit. Do your research. Find out what your actual expenses will be. Also keep in mind where you need to be financially. Then set your fees based on the cost of doing business, what the market will bear along with knowing what you need to make in order to be profitable and stay in practice. By doing these things, you can make your private practice as a counselor or therapist successful, profitable and sustainable over time. Gordon Brewer Article: Fees and Knowing What to Charge Tip 2: The Mistake Therapists Make When They Set Their Hourly Rate There is a mistake I see so many early career therapists make when they set their hourly rate in private practice: undercharging. In reality, here’s what actually happens with this strategy: when potential clients see that you charge much less than the other local therapists, they take it as a sign that you’re having trouble getting business. Most people then make the further assumption that you must not be a very good therapist if you’re unable to fill up your practice. Marie Fang Article: Set Your Hourly Rate in Psychotherapy Private Practice Tip 3: When to Offer Sliding Scale In a self-pay practice, sliding scales are a great way to help people who can’t afford your full fees. However, if you always offer it most prospective clients will take you up on it even if they don’t need one. In order to rectify this problem, I recommend only offering your scale when a client clearly demonstrates need. Always explore all of their potential resources with them before jumping to the conclusion they need a sliding scale. The client will take the easiest solution, however, there may be a mutually beneficial solution that takes a little exploration in order to get there. Keith Kurlander Article: 5 Ways to Earning More Money With Sliding Scales Tip 4: How to Set Private Practice Fees So Your Fee Allows . . . How to set private practice fees as a social worker, therapist, psychologist, or counselor means looking at what you need to earn to thrive. I teach my clients to look at what is sustainable, aligned, and values-based for them. That means making sure your private practice fee can cover the following things. Ask yourself, does my fee allow me to . . .
Consider how much money you need to be making annually to account for the above questions, then reverse-engineer your way there. Lindsay Bryan-Podvin Article: How To Set Fees In Private Practice Tip 5: Missed Session Fees In my consultations with therapists nationwide, we strategize on how to keep more of their hard-earned money—without working harder. While there are many factors we can’t control, I am struck by how often these therapists are leaving thousands of dollars on the table each year due to one thing they can control: their cancellation policy. It’s true, insurance generally won’t cover missed/late-cancelled sessions, and shouldn’t be billed for them. EAPs also don’t usually allow you to charge for a no-show, or it may count as one session (some EAPs will pay for part or all of the first no-show—check your contract). However, if you are in-network with the client’s insurance, you can usually charge the client for a missed or late-cancelled session. You may only charge your insurance session rate, and you must have gotten the client to sign your cancellation policy in advance. Out-of-network therapists can charge clients up to their full fee. So why aren’t we charging clients regularly for missed sessions? Barbara Griswold Article: Missed Sessions: Being Nice Can Cost You Thousands Hope you enjoyed the food for thought in these 5 tips for increasing your income—and found some inspiration and support for ways to increase your income in this next year. Lynne Azpeitia, LMFT, AAMFT Approved Supervisor, is in private practice in Santa Monica where she works with Couples and Gifted, Talented, and Creative Adults across the lifespan. Lynne’s been doing business and clinical coaching with mental health professionals for more than 15 years, helping professionals develop even more successful careers and practices. To learn more about her in-person and online services, workshops or monthly no-cost Online Networking & Practice Development Lunch visit www.Gifted-Adults.com or www.LAPracticeDevelopment.com. When therapists talk about how to make their practices more successful, the first thing they want to know is how to get more clients and referrals. Good question, right?
The best answer about how to get the word out about you, your practice, and your work so you can get more paying clients, is to make sure your practice and contact information is clear and readily accessible to potential clients, colleagues, and referral sources whenever they need it. It’s a well-known fact that prospective clients and referral sources will only contact you if they know what your services are and they can easily locate your phone number to call or text you—or your email or social media page to write or message you. Pre-Covid, when professionals did a lot of face-to-face networking, business cards usually did the job of getting a therapist’s name, services, and contact information in front of people. Online, websites, directory listings, and social media pages did the heavy lifting of providing the therapist’s contact details so people could connect with them and make an appointment. With just about all professional events happening virtually now, it’s rare for therapists to exchange business cards, flyers, and practice swag—pens, note pads, Post-its—so a clinician’s contact details aren’t always close at hand. Yes, the information is still online for people to look up with Google or another search engine but that takes another few clicks and more time. People are impatient these days. Think about how many times someone has emailed you or you read an email and wanted to contact the person by phone or text or look at their website or social media and none of that information was available, sometimes not even their last name because their email address didn’t include their full name either. Did you do a search or did you skip it? Most people skip it so these referrals and opportunities are lost. What can a therapist do today to get their practice information and contact details out and in front of everyone’s eyes so their services are always top of mind and people can easily access the details whenever they have a question, want to connect, send a referral, talk to you about an opportunity or schedule a session? Here’s where email signatures shine bright today. Email signatures are the savvy clinician’s new secret weapon for convenient online professional networking and practice marketing. Think about it. How many emails are you sending and receiving these days? Each person you write or reply to professionally or in your community has the power to become a referral source or a client—but only if they have the right information about your practice and how to contact you. Today, the quickest, easiest, and most cost-effective way to disseminate your contact information, let people know about your work, and fill your practice, is to make the most of your email signature. Email signatures are the new business cards. They’re one of the best ways to present you, your services, and your contact information so it’s available whenever needed. A thoughtfully crafted email signature is a small but powerful marketing tool that makes it easy for people to know more about you and what you offer—and to contact you or refer someone to you. It’s a recurring thing that recipients of your emails see over and over again and that develops trust and recognition. What contact info needs to be in an email signature so that prospective clients and potential referral sources can contact you or refer someone to you? Email signatures should include all the ways there are to contact you professionally. Here are some examples. The Basic Email Signature: Include each of these.
The More Complex Email Signature: All the above 1-6 plus any of these that your ideal clients, colleagues, and referral sources use and make it easy for them to contact you.
Depending on your target audience and preferred clients, you can also list new services, special offerings, free consultations, event information, specific blog content, awards, professional association positions, etc. Anything that delivers value to colleagues, prospective clients and referral sources, other professionals, community members, and yes, even friends, neighbors, and relatives, can be embodied in an email signature. It is absolutely amazing how much value can be put into such a few lines at the end of an email. Crafted with your client, services, and profession in mind, your email signature holds the power to create a positive, professional image, and reinforce and extend your branding and marketing efforts. An added bonus is that you don’t have to hire a graphic designer, an app developer or a coder to put together your email signature and add it to your email footer. Additionally, there are plenty of excellent templates, generators, and editors to explore, many which are free. Have some fun exploring other clinician’s email signatures and then crafting your own. Lynne Azpeitia, LMFT, AAMFT Approved Supervisor, is in private practice in Santa Monica where she works with Couples and Gifted, Talented, and Creative Adults across the lifespan. Lynne’s been doing business and clinical coaching with mental health professionals for more than 15 years, helping professionals develop even more successful careers and practices. To learn more about her in-person and online services, workshops or monthly no-cost Online Networking & Practice Development Lunch visit www.Gifted-Adults.com or www.LAPracticeDevelopment.com. “I wish I'd thought about networking this way from the very beginning.”
Building a referral network of trusted providers to refer clients to for adjunct services has turned out to be one of the best ways a therapist can keep their practice full—and it’s a sustainable strategy. Maybe you’ll think it’s obvious advice or too good to be true but going about creating a list of people you want to refer your clients to when they can benefit from adjunctive services is how many therapists successfully market their practice, network, and receive the ongoing referrals that keep their practice full. Yes, by getting to know another provider and how you can refer to them, they in turn will get to know you, and how to refer to you. Most therapists discover this by accident after they’ve begun building a referral network of professionals they’ve specifically contacted and gotten to know for this purpose—like good nutritionists, psychiatrists, PCPs, ADD-ADHD-OCD sensitive professional organizers, mediators, massage therapists, financial stress reduction specialists, acupuncturists, etc. Usually the therapist wasn’t looking to get more referrals because their practice was already full or thriving. However, it turns out that by creating a list of people a therapist wants to refer clients to naturally creates a relationship that is reciprocal. So, once a therapist has contacted, connected with, and become familiar with other providers and their services, they often begin receiving referrals from them. This works equally well whether the contact is in person or online. It was a revelation to each of these therapists that by getting to know another provider and looking at how the therapist could refer to them, those providers, had, in turn, gotten to know about the therapist and began to refer clients to them! Each therapist was very surprised to start receiving these referrals because that wasn’t the focus or goal of making contact with the provider. Therapists who’ve discovered this secret often believe that this is the only kind of marketing therapists truly need to do—besides having a website so people can find you online. They also say things like . . . “Gathering names of doctors and specialists who my clients and I like has been the best way of connecting and networking . . . Now I realize I should have done this from my first day of private practice! . . .This is how I initially built my practice and have stayed full.” Try it and see what happens . Lynne Azpeitia, LMFT, AAMFT Approved Supervisor, is in private practice in Santa Monica where she works, online and in-person, with Couples, and Gifted, Talented, and Creative Adults.For 10+ years Lynne has helped therapists to live richer and happier lives through her private practice and career coaching, workshops, and practice consultation groups that train, support, and coach licensed and pre-licensed therapists to create and maintain a successful, thriving, clinical practice and a profitable career. Learn more about Lynne’s in-person and online coaching and psychotherapy services, workshops, and monthly no-cost Online Networking & Practice Development Lunch at LAPracticeDevelopment.com and Gifted-Adults.com. Getting the word out about your therapy practice and the services you provide is important. To be successful in private practice, you need a steady stream of clients—QUALITY referrals that are a good match for both you and your practice.
Letting people know what you do therapeutically and how you can help them, not only helps fill your practice, it helps you help more people. The more people who know about your therapy services and expertise, the easier it will be for those who need your services to find you when they need you and to get the help they need. Consider the ways you can let colleagues, prospective clients, and referral sources know about you and your services.
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Lynne Azpeitia, LMFTFor 10+ years Lynne Azpeitia has helped therapists to live richer and happier lives through her workshops, private practice, clinical, and career coaching, and her practice consultation groups which train, support, and coach licensed and pre-licensed therapists, associates, & students how to create and maintain a successful, thriving clinical practice and a profitable and sustainable career, Archives
July 2024
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Lynne Azpeitia, LMFT (310) 828-7121
AAMFT Approved Supervisor
Coaching Clinicians for Practice & Career Success
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