MHM#29 Reframing limiting marketing beliefs

One of the unexpected challenges of running your own practice (or any business) is the emotional hurdles that arise. When you work for someone else, you have the security of an organisation behind you. But when it's your own practice, everything feels more personal. Suddenly, there's nowhere to hide. Thoughts like, What if people don't like me? What if I mess it up? can be overwhelming.

These feelings often come up around marketing tasks—reaching out to potential referrers, creating social media content, making videos, writing for your website etc.

Perfectionism can be paralysing. The need to get everything "just right" can prevent you from even starting. Even deciding on a niche can feel overwhelming: How do I figure out who I want to work with? What if I pick the wrong one?

These feelings and experiences are common—I hear them from therapists I work with all the time. But they don't have to hold you back. Below are some common limiting beliefs I hear from therapists and how to reframe them.

Limiting Marketing Belief: "Marketing feels self-indulgent and salesy."
Reframe: "Marketing is a way to reach and serve the people who need my help." or "The people who need my help deserve to find me easily."

→ Your prospective clients are looking for support. They can't benefit from your work if they don't know you exist. Marketing is simply a tool to help you get in front of your ideal clients. 

Limiting Marketing Belief: "I don't want to pressure people into therapy."
Reframe: "I'm sharing valuable information and insights to help people make informed decisions."

→ Ethical marketing is about education and support. Just like a free consultation or psychoeducation, your content can help people feel more informed and empowered to seek help.

Limiting Marketing Belief: "I have to get everything perfect before I start."
Reframe: "Showing up as my real self is more important than being perfect."

→ People connect with real, imperfect humans—not polished perfection. Your authenticity is what will resonate most.

Limiting Marketing Belief: "Marketing has nothing to do with therapy."
Reframe: "Marketing is a way to start building trust before the first session."

→ Your content and messaging create a sense of safety and connection before a client even books a call. Marketing does some of the heavy lifting—so by the time someone reaches out, they often already feel like they know you and are ready to book.

Suzanne, a therapist I work with, was initially hesitant about making videos for social media. But after giving it a go, she started noticing that her initial free consults and enquiries had changed. It seemed like people already felt familiar with her, that they felt like they already knew her, and like they'd made up their minds to book before even speaking to her. The initial consult was a formality and a final box to tick as they had already made their decision. Marketing had built trust before the first conversation even happened.

Limiting Marketing Belief: "I don't feel confident marketing myself."
Reframe: "Confidence comes from taking action, not from waiting."

→ The only way to feel more comfortable and confident with marketing is through practice. The more you do it, the easier it becomes.

Like many therapists, I've struggled with my own limiting marketing beliefs. I sat on creating a free resource—The Solo Therapist Marketing Checklist —for months. What if people don't find it valuable? What if it's not good enough?

Then, the end of the year rolled around. It was the day after Christmas, and I was hanging out on my couch with the cats, relieved that the holiday chaos was over. But I also felt disappointed in myself for letting so much time pass without finishing that resource. The thought of being in the same place six months later was the push I needed to finally take action and finish it.

Not long after I started promoting it, I saw email notifications coming in—therapists were starting to request the resource and I was receiving messages about how helpful it was. My overwhelming thought: If I had only done this 12 months ago, I would have had a whole extra year of getting this resource out into the world.

Creating new things and putting your work out into the world will never feel completely comfortable. But it does get easier with practice and repetition. What I try to remind myself when I'm feeling blocked is: "You'll always have to go through the initial hard bit, so you may as well go through it now." 

Commit to taking imperfect action, and a year from now, you'll look back and see how far you've come—not just in your practice but also in your own confidence and growth. Putting yourself out there takes courage, and that alone is an enormous achievement.

What marketing action will you take this week?