Ethical marketing: How do we let people know that therapy works?Today I’m excited to answer a question that I got on one of my Facebook ads from Julie Grace. Julie found me via https://psychologybusinessschool.com/client-checklist/ (the checklist) that I created for setting up in private practice and commented that it was really helpful but it left her with one big question and that was as a regulated group of mental health professionals how do we let people know that therapy works without making overstated overblown claims like some of the unregulated online coaches and similar make? We are all aware of this issue because we are all bombarded with it all the unscrupulous unqualified people that are out there telling people that they can cure them of depression, they can take away anxiety, they can give you online EMDR with no chance of an Ab reaction. It is a bit of a scary landscape out there to be honest. So how can we compete with unscrupulous and unqualified people who are willing to make wild claims? How can we market ourselves effectively in a way that feels ethical?
Fix your mindset first. Remember what makes you different as a mental health professional before you attempt ethical marketing. You are not “selling” the same thing at all here. You have to really understand and appreciate your professional skill set in order to demonstrate your worth to other people effectively. For me, I think that our understanding of complexity and formulation skills set us miles apart from those unregulated coaches and online text bots. Don't try to compete on price or claims, focus instead on becoming confident in your worth as a professional.
 
In order to help me get in the right frame of mind for marketing I often refer to a bank I keep of success stories, you know the client feedback that makes your heart sing? Even if it is only a few words I make an effort to write them down and store them in a file that I can look at when I need to feel more confident in my abilities. I also always find I get a boost of confidence after indulging my academic side a bit and doing some reading. And connecting with peers also really helps which is one of the reasons people value the coaching sessions and peer supervision that we have in https://psychologybusinessschool.com/the-psychology-business-school/ (psychology business school) and the https://psychologybusinessschool.com/the-do-more-than-therapy-membership/ (do more than therapy membership) so highly. 
 
Show people your expertise and authority as a mental health professional in your marketing. Don't tell them.Blogs, videos, podcasts, books all allow you to show your authority and the deeper knowledge you have. They also allow you to demonstrate your approach. Your blog post on how to deal with a panic attack with kids in the car will be different to mine. That is because we would also be different to work with! It means a lot more than" I create a safe space" or" I use my vast experience to help you feel understood". Show people you understand their experiences and how you can help.
 
Use client stories/testimonials in your marketing to show people that change is possible. If you have ever struggled with your mental health you know that part of you always wonders if change is truly possible. There is always part of you that wonders if you will feel like this forever. In the episodes we have recorded on https://psychologybusinessschool.com/the-business-of-psychology/titles-for-psychology-blogs/ (blogging) and https://psychologybusinessschool.com/the-business-of-psychology/how-to-write-for-your-website-copywriting-for-psychologists-and-therapists-with-allie-linn/ (writing for your website) a key take home for me was that we should create our marketing with the suffering, overwhelmed person in mind. 
 
So what do they need to see? Hope. we all need hope.
 
We are in the privileged position of knowing the strength of the evidence behind