17 Tips for PT Profiles

17 Tips for Writing Strong Client Attracting PT ‘Profiles’ : 

from Deah Curry PhD, CPC therapist & client attraction coach www.TheNoHypeMentor.com 17 Tips for Writing Strong Client Attracting PT ‘Profiles’ Click or push space bar if slide doesn’t advance fast enough for you

Quick Summary: 10 Things to Be Sure to Do : 

Quick Summary: 10 Things to Be Sure to Do Ignore the prompts when you can Write in the 2nd and 1st person (you, and I) Speak directly to your prospective ideal client Be direct and concrete about the central problem they are concerned about Use words that specify emotions clients feel in words they use in talking with friends Name how the client is likely feeling and what they emotionally want Describe what the client is likely experiencing, from their perspective Keep the focus 80% on them, and 20% on how you can help Use your 20% to mention your unique selling points End with a call to action

Ignore the prompts when you can : 

Ignore the prompts when you can Prompts are the names or labels of the fields (sections or boxes) into which you type In most cases prompts are suggestions, not commands In most cases prompts will mislead you into focusing in the wrong direction

Write in the 2nd and 1st person (you, and I) : 

Write in the 2nd and 1st person (you, and I) BE warm and friendly by how personal you are in writing Write like you’re a real person who genuinely cares Write like you can actually see the person reading your profile, so they feel seen at that moment Write like you talk in person

Speaking directly to your prospective ideal client : 

Speaking directly to your prospective ideal client Hold an image of your ideal client in mind when you write your profile Start profiles by asking them pointed questions about their suffering or problem Be succinct. Keep sentences short. Be descriptive so they recognize you are speaking to them about them

Be direct and concrete about the central problem they are concerned about : 

Be direct and concrete about the central problem they are concerned about Name the problem in language the client would use. For example: Can’t sleep (not: insomnia) Fighting with your mate too often (not: marital discord) If you don’t know your ideal client’s central problem, flesh out your concept of ideal client

Use words that specify emotions clients feel in words they use in talking with friends : 

Use words that specify emotions clients feel in words they use in talking with friends Use strong ‘normal’ words like: mad, sad, glad, hurt, scared, ticked off, worried, feel lost unruly, uncooperative Avoid weak clinical jargon for emotions: depression, mood disorders behavioral patterns emotional dysregulation ambivalence suicidal ideation

Name how the client is likely feeling and what they emotionally want : 

Name how the client is likely feeling and what they emotionally want Strong: At your wit’s end and wanting to walk away? Weak: A sense of resignation arises when….

Describe what the client is likely experiencing, from their perspective : 

Describe what the client is likely experiencing, from their perspective Strong: Has your precious baby turned into a fire breathing monster? Weak: Developmental issues combined with never having learned effective parenting skills….

Keep the focus 80% on them, and 20% on how you can help : 

Keep the focus 80% on them, and 20% on how you can help Strong: Are you wanting to stop feeling scared and start feeling bold confidence every day? Weak: As a cognitive behavioral therapist, I provide a safe container in which to explore…..

Use your 20% to mention your unique selling points : 

Use your 20% to mention your unique selling points Unique selling points (USPs) are how you are different from your competition Examples of USPs: 2 hour therapy sessions email support between sessions house calls walk in appointments phone or webcam sessions free help on your website

End with a call to action : 

End with a call to action Strong: See my website for a free article on… and some tips to help immediately cope with… Why suffer any longer? Call today for your no-cost consult. Weak: My goal is to … I provide a safe, nurturing environment where your needs for privacy are ensured.

7 Things to NOT Do : 

7 Things to NOT Do Don’t try to attract different niches with the same profile Don’t use professional jargon Don’t try to appeal to intellect Don’t list your goals for their therapy Don’t write in the impersonal 3rd person as if you don’t know yourself Don’t list or try to explain the techniques and processes you use Don’t focus on your professional experience and credentials

Don’t try to attract different niches with the same profile : 

Don’t try to attract different niches with the same profile It’s human nature to want a specialist for our problems. Don’t market as a generalist if you want to succeed If you can’t hone your marketing to one client niche, write a profile for each niche and alternate them every 4-6 months

Don’t use professional jargon : 

Don’t use professional jargon Professional jargon only impresses other clinicians. It intimidates clients seeking help. Professional jargon creates distance when you want to be pulling clients in closer.

Don’t try to appeal to intellect : 

Don’t try to appeal to intellect When people are in pain and need a therapist, they make hiring decisions based in emotions. Most purchasing decisions made when people are suffering are made by their hurting inner child. Appealing to intellect and rational benefit of therapy risks missing the emotional readiness to hire.

Don’t list your goals for their therapy : 

Don’t list your goals for their therapy Save these if you must use them for your website. Even better, save these for your intake and disclosure forms. The only goal prospective clients care about is whether you intend to help them heal.

Don’t write in the impersonal 3rd person as if you don’t know yourself : 

Don’t write in the impersonal 3rd person as if you don’t know yourself The 3rd person tense doesn’t look more professional. It looks like you’re scared and hiding, or pompous. If your profile comes across as impersonal it will inhibit people from calling for an appointment.

Don’t list or try to explain the techniques and processes you use : 

Don’t list or try to explain the techniques and processes you use Most clients don’t know the difference between CBT and EMDR, etc. They just want to stop their pain. Don’t try to sell processes. Focus on conveying that you help people get the results they want. It can be assumed that you provide a warm, friendly, confidential, helpful atmosphere.

Don’t focus on your professional experience and credentials : 

Don’t focus on your professional experience and credentials This isn’t the first thing clients want to know. Don’t waste a profile’s limited space this way. Clients want to know you understand them and can help. Then they’re interested in your credentials. Save your experience and credentials for your compelling story on your website (the about me page)

Thanks for watching : 

Are you a counselor in private practice struggling to make your business thrive? Feel like self-promotion is sleazy, discouraging, or scary? Want a proven, step by step action plan & expert coach? You CAN spend less time at marketing, save more money, get more clients ~ Find out how! Email DrDeah at DeahCurry.net for a 20 minute no-cost consult to share your marketing struggles, ask key questions, and talk about solutions. Thanks for watching