The dictionary defines self-promotion as ‘the action of promoting or publicising oneself or one's activities’. It’s showing up, being visible, putting yourself out there so people can find you. It’s talking about what you do and communicating the benefits of working with you.
As you don’t have a marketing team to do this for you, promoting yourself is an essential part of running your private practice. Today, I want to explain why and encourage you to start embracing self-promotion, no matter how icky it makes you feel!
Why is Self-Promotion So hard for Therapists in Private Practice?
For many in the caring professions, especially therapists in private practice, self-promotion can feel uncomfortable.
Perhaps you’re worried about exploiting people’s pain to make money? Maybe promoting yourself feels unethical? Some therapists are afraid of being seen as pushy, salesy, or self-interested. Often, the thought of putting yourself ‘out there’ feels vulnerable and exposing.
📌For more on this read What’s Stopping You from Being Visible and Marketing Your Private Practice?
Here’s What I Want You to Know About Self-Promotion…
The reality is self-promotion is often the only way people can discover and access private therapy options. If you want to build a sustainable business, grow your private practice and achieve your income goals, it’s non-negotiable. But there’s another, far more important reason you need to embrace self-promotion.
People need your care and support. Emotional pain requires professional attention, but NHS waiting lists are long and people are struggling to access therapy when they need it. Moreover, research tells us when clients choose their therapist and are able to form a strong therapeutic relationship from the start, clinical outcomes improve significantly.
In other words, self-promotion isn’t just good for your business, it’s good for the client’s therapy journey.
My Tips for Reframing Self-Promotion
Try to think of self-promotion as starting the therapeutic relationship before the first session.
You’re not stroking your own ego or ‘selling’ yourself; you’re providing a service to potential clients by helping them decide whether you’re the right therapist for them. Self-promotion is about showcasing your therapy style, approach, and values so clients can make an informed decision before committing. It’s part of your job to help people make the right choice about who they work with.
Remember…
Self-promotion is actually client promotion. You’re helping them find the best therapist, one that fits their needs.
By being visible, you’re improving access to the right care.
When clients trust and like you before you meet, you’re start from a stronger place.
📌For more on shifting your mindset read Overcoming Imposter Syndrome in Marketing Your Private Practice
4 Ways to Promote Your Services Without Feeling Uncomfortable
I’m convinced one of the reasons therapists struggle with self-promotion is because they assume it has to look a certain way. They associate marketing with misleading or exploiting consumers and they imagine themselves having to be brash and ‘salesy’.
Thankfully, this isn’t the case at all. If it was, I’d be awful at self-promotion too! Here are some simple ways to promote your services without feeling uncomfortable…
Focus on sharing your approach, values, and specialisms clearly on your website, social media, and directories. Communicating this information will help the right people find you.
Use educational content (articles, posts, videos) to demonstrate your expertise. I find this feels less like selling, more like helping.
Don’t be afraid to share elements of your personality so clients can ‘meet’ you before the first session.
📌Once you’ve shifted your mindset, I have lots of articles and resources to support you in your marketing efforts >>> I’m Ready to Start Promoting Myself!
Self-Promotion = Visibility in Service of Care
I want to encourage you to see self-promotion as an ethical, client-centred act rather than something awkward or self-serving. Without it, the people who need your support may never find you. Ultimately, being visible leads to improved access to care, better therapy outcomes and a more sustainable practice. Self-promotion isn’t ‘marketing yourself for profit’, it’s ‘making it easier for the right clients to find you so they can heal and recover’.
How do you feel about self-promotion? Are you comfortable showing up, or do you need to shift your mindset?
I’d love to hear your thoughts around using self-disclosure in marketing. I very rarely share anything personal in sessions however I feel quite drawn to sharing more in marketing. It feels like a way to develop authentic connection and presenting as a real person to build relationship with not just as an expert whose expertise to consume. Of course the core of the relationship would be built during therapy, but I wonder if it would help with initial connection and testing the alignment (especially as I’m looking to build a client base with Christian clients for whom having alignment in this area would be important).