We all hear about the thriving private practices, full of cash-pay clients and a waitlist. When you’re starting out, or if private practice is just a “hope for someday” one of the biggest questions is: “How will I find clients? What is the best way to network and market myself?” It’s not uncommon for therapists to feel intimidated or even repelled by the thought of “selling yourself.”
There are many misperceptions about marketing: Marketing is sometimes seen as manipulative or inauthentic. Counselors, who are trained to build trust and authenticity in relationships, may feel uncomfortable engaging in activities that could be perceived as self-serving.
As a licensed mental health counselor with a thriving private practice in the Tampa Bay area, I understand the hesitation many therapists feel about networking and marketing. But I’m here to tell you—it doesn’t have to feel “icky.”
Before establishing my private practice, I spent 15 years in the health and wellness industry as a health coach, yoga instructor, and meditation teacher. These experiences taught me that marketing and networking aren’t just about self-promotion; they’re about building genuine relationships and extending our reach to help more people.
As therapists, we’re naturally people-oriented. We enjoy connecting with others, understanding their stories, and learning about their lives. Why not apply these strengths to marketing and networking? By shifting our perspective, we can see these activities as an extension of the work we love—getting to know people, understanding their needs, and finding ways to support them.
Let me share a story about a major shift I had in my perspective on networking. This shift not only grew my business significantly but also helped me grow personally as a therapist and as an individual. My specialty—and also one of my personal struggles—is perfectionism. Through the Adlerian lens, perfectionism can be both a motivator and a barrier.
As a certified Adlerian psychotherapist, I’ve been studying the theory and practice of individual psychology, created by Alfred Adler, for the last 10 years. Adler discusses the idea of superiority and inferiority—two sides of the same coin. He notes that feelings of inferiority are normal and healthy; they’re what drive us to improve and grow. For example, when we look around at other therapists in our area and notice their success, it’s natural to feel a twinge of inferiority if we’re struggling in our own practice. A healthy response would be to use this as motivation: “What can I learn from this person to help me become successful?”
However, Adler also highlights the risks associated with developing an inferiority complex. This occurs when we measure ourselves against others and begin to put ourselves down, believing we are less capable or less worthy. Thoughts like, “That therapist is doing well because she’s smarter than me; she went to a better school, so there’s no way I could ever measure up,” can lead to discouragement, low self-esteem, and even giving up on our goals.
In the beginning of my practice, I often found myself comparing my progress to that of others. I would feel jealous and even angry towards those who seemed more successful. There was a sense of competition—animosity, even—towards therapists in my area who served a similar demographic. This mindset was in direct conflict with my Adlerian values, which emphasize community feeling and social interest. Over time, I realized that viewing my peers as allies rather than competitors aligned more with my values and ultimately led to a more fulfilling and supportive professional journey.
1. Connect with others in ways that align with your core values. For example, participate in community events that interest you, offer free workshops on your specialty, or join groups that emphasize mutual support and learning.
2. Approach networking as a way to build genuine relationships rather than just seeking referrals. Focus on making connections with other professionals, not just to gain clients but to exchange knowledge and resources. You may make meaningful friendships! Think about what services your clients would benefit from, then reach out to those individuals/businesses.
3. Partner with other health and wellness professionals who share your values. This can lead to mutually beneficial relationships and create a supportive network. I recommend hosting a networking event at a local restaurant or at your home or office if you’re comfortable.
4. Connect with a more experienced counselor who has successfully navigated marketing and networking. Their guidance can help you feel more confident and provide practical tips tailored to your needs.
5. Join Professional Groups. Engage with professional organizations or online communities where counselors share experiences and support each other in their marketing efforts.
6. Most importantly, be kind and patient with yourself. It’s normal to feel uncomfortable with marketing at first. Give yourself permission to grow at your own pace and acknowledge that it’s okay to make mistakes along the way.
7. Regularly reflect on your marketing efforts and how they align with your professional values. This can help you stay grounded and focused on your mission to help others.
Caroline Faifman is a licensed mental health counselor and certified Adlerian psychotherapist. She has a private practice in Tampa, FL where she lives with her husband and 4 kids.
Caroline is currently co-authoring a book with her colleague and friend, who is also an LMHC. The book will delve into many of these topics—grappling with perfectionism and not feeling good enough, professional growth, competition, and the desire to be “flawless”—all through the lens of Adlerian psychology. It aims to offer practical advice and insights for those navigating similar paths.
Website: https://www.styleoflifecounseling.com/
