Therapy Sites: http://www.counselingwise.com/smart-therapy-websites-program-2/ The webinar today is called Are You Finally Ready to Have a Smart Therapy Website and here's what we're going to talk about today. The whole point is to make a difference. I've been reading a book by a woman named Bernadette Jiwa, called Difference. And I recommend you get it. And the focus of it is this: What you offer and how you market it needs to be turned upside down from the traditional way of marketing. So it's all about making a difference, of course for your clients, but also for your potential clients. And you need to make a difference for the potential clients, first, in order to have them become real clients, in the end. The traditional approach is to come up with an idea, develop it, launch it, and then market it. They'd ask, how are we going to convince people to take what we have made (because we think it's so cool). This picture depicts this. Head in the clouds, "I've got something so cool! People are going to love it!" And the guys walking along and he does realize that getting them to love it is quite a different deal. What she stresses, which I think is perfect for our field, is that empathy is required. The people that are making it today (and there are breakthroughs in highly competitive industries everywhere) -- the people who are making it are the ones that are having empathy for their potential clients -- really getting them -- really understanding them. This is exactly what I've been talking about for years, so I'm just so happy to see this in a mainstream marketing publication. So, they start with empathy, and that's what gets them to be able to really reach people and make a difference. Now, for you, as opposed to an engineer developing a product, because you are a therapist -- this is easy. This is really easy. This is what you do on the planet. This is what you do for a living. This is your life mission. BUT, still, most therapists have a huge issue, as well. This is what it is: The typical thinking is....I love all of these modalities. Hakomi, somatic experiencing, cbt/dbt, emdr/brainspotting, dreamwork / solution focused therapy.... whatever. I love all of these things, and I'm so excited. And so, now I'm going to go find people to do this with -- of course because I know it will help them. But, if you think about it, it is very "product" focused -- with good intention of course. But it's coming from the fact that I have this really cool stuff and now I'm going to go give it to somebody. It's really not that different than the product guy, who's dreamt up some great product in his lab. You're still walking around saying "I've got something so cool! People are gonna love it!" So let's turn it upside down. Let's start with DIFFERENCE thinking and say, "What is the truth of the situation?" Let's really focus on People. Then let's get an idea, and launch. So, what are the truths in our industry? There are tons of therapists out there. There are tons of therapist websites out there. What we do is not well understood. Each therapist is different. So, if somebody is depressed, and they're looking for a solution, they have lots of folks to choose from, lots of therapist's websites to look at, they still don't quite get what you do, most likely, and they know that the experience they're going to have is going to be highly dependent on the personality of the therapist they go to, and the fit. What is true about them? They're hurting, in pain, and scared. They have no idea who to trust. So, if we start with this, and if we really dig into the truth of the potential clients -- the people focus -- then we're going to do a much better job of bringing that empathy piece in to make a difference and help people. You can't reach people if your marketing doesn't reach them in a way that matters to them. They don't' care about you, about the credentials behind your name, what you've been trained in, what you like to do... they don't care about your modalities. They want you to talk to them about THEM. This is the basis of everything we're going to talk about today, and this is what is going to make a difference for you. We do tons of therapist websites, and I talk to a lot of people who are struggling with their websites. Here are the kinds of things that I see on a constant basis: Lots of time spent, but it doesn't impact the visitor. They've spend a lot of money, but no difference is made Too long in diapers -- therapy sites - a great way for a new practitioner to get started, but it does not give you the ability to really forge a relationship with your potential clients, simply because it doesn't have a blog. That's a huge downside to that model. Some people decide to start out there, but 4 years later, they've spent $2800 on a website and it hasn't done a thing for them and it's time to move on. Watch the video for the rest...

• published: 12 Feb 2014
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