MHM#17 Niche down to build your caseload 

When you're in the early stages of growing your private practice, it can be tempting to market yourself as a generalist, thinking this will give you the best chance of quickly filling your practice. 

But when you try talking to everyone, you end up talking to no one.

Why niching matters

1) Connect more deeply with prospective clients: By choosing a niche / ideal client to work with, your marketing messaging can talk directly to their pain and challenges, making them feel understood and that you "get them." This builds trust and credibility - key to making prospective clients feel confident in booking an appointment. 

2) Clients seek specialists: When people look for a therapist, they're usually seeking someone who specialises in their unique challenges. A niche signals that you have expertise in and a passion for a particular area.

3) Stronger referrer relationships: Referrers are more likely to send clients your way if they know exactly what you specialise in and who you work with. It also informs you which types of referrers to start building relationships with - Obstetricians if you work with new mums, paediatricians if you work with children, etc.

4) A more enjoyable business: Filling your practice with clients you're passionate about working with creates a business you love and feel energised by.

Imagine landing on a website that says:

"I work with children, teens, and adults struggling with a range of issues, including depression, anxiety, substance abuse, and ADHD."

Compared to:

"I help neurodiverse, career-passionate young women navigate the workplace."

If you were a career-oriented young woman with ADHD experiencing challenges at work, which therapist would you be more likely to book an appointment with?

In reality, in the early days, it's sometimes necessary to compromise and say yes to some clients who aren't quite the right fit. Money - the lack of it and its inconsistency - are the realities of being a new business owner. It's okay to say yes to some clients who aren't in your niche, knowing that you're working towards only working with your ideal clients. 

Picking your niche

Some therapists will know straight away who they want to work with, while others find it difficult to narrow it down.

An activity that can help is to think about your favourite clients. 

Which clients do you look forward to working with the most, and who leave you feeling energised and inspired? 

Which clients do you feel you have the most significant positive impact on?

Which clients have had the most profound change?  

What did these clients have in common? 

Consider their demographics, life stage, presenting issues, challenges, needs, aspirations, mindset etc.

Once you've identified your niche, review your website to ensure your messaging speaks directly to them and explains how you're uniquely placed to give them the best chance of moving away from their pain towards their goals and aspirations. 

PS If you're a solo therapist looking for one-on-one marketing support, join our Marketing Partnership Program.