Building a successful private practice rarely follows a straight line. In this special guest episode, Anna sits down with Kassandra Balandrano, a therapist in Austin, Texas, who shares the honest story of leaving group practice, discovering her niche, and building a private practice that genuinely fits her. From questioning herself along the way to landing ideal-fit clients—including one who found her through ChatGPT—Kassandra offers an encouraging reminder that clarity comes through action.

Together, Anna and Kassandra explore what it looks like to trust yourself as a business owner, embrace a niche that feels authentic, and create marketing that attracts clients who are truly aligned with the work you love to do. Whether you're just starting your practice or wondering if your marketing efforts are paying off, this conversation is full of practical insight and hope.

Here’s what you’ll learn in this episode:

1️⃣ Why trusting yourself is one of the most important skills you can develop as a private practice owner.

2️⃣ How getting clear on your niche leads to more fulfilling, better-fit clients.

3️⃣ Why marketing isn't just about filling your caseload—it's about creating work you're excited to show up for.

4️⃣ How taking imperfect action helps build confidence and momentum in your private practice.

Resources & links mentioned

• Kassandra Balandrano: https://thehealingcottagepllc.com
• Confident Copy Live waitlist: https://walkerstrategyco.com/waitlist
• The Walker Strategy Co website: https://walkerstrategyco.com

Connect + subscribe

Enjoying the podcast? Subscribe so you never miss an episode—and feel free to share it with a fellow therapist who's building their private practice. Explore more marketing support for therapists:

The Walker Strategy Co website: https://walkerstrategyco.com

About Marketing Therapy

Marketing Therapy is the podcast where therapists learn how to market their private practices without burnout, self-doubt, or sleazy tactics. Hosted by Anna Walker, a marketing coach, strategist, and founder of Walker Strategy Co—each episode brings you clear, grounded advice to help you attract the right-fit, full-fee clients and grow a practice you feel proud of.

Hey, hey.

2

I'm so excited about this episode of

Marketing Therapy, where I am sitting

3

down with Kassandra, who is a clinician

in Austin, Texas, and shares her

4

really raw look at what it's been like

to build a private practice, to go

5

full-time as a pre-licensed associate

in Texas, the process of finding out

6

her niche, of questioning herself.

7

But on the flip side, of getting on

consult calls where she already knows

8

the person is the right fit, getting her

first client from ChatGPT, who she said

9

is a perfect fit client And just so much

insight and encouragement for anyone that

10

is finding themselves perhaps questioning

things or wondering what to do next.

11

Kassandra is such a fantastic

representation of what can happen

12

when you trust yourself, when, as

she says, you give yourself a seat

13

at the table of private practice.

14

Mm-hmm.

15

You trust yourself, and you do the hard

work of figuring out who your ideal client

16

really is and start putting yourself

out there in a really authentic way.

17

I can't wait to hear what

you get from this one.

18

Let's dive in.

19

Kassandra, welcome to Marketing Therapy.

20

Thank you so much for being here.

21

Tell us obviously your name, where you're

located, and a bit about your niche

22

Kassandra Balandrano: Yeah.

23

So my name's Kassandra.

24

I'm a licensed professional counselor

associate based in Austin, Texas.

25

I opened my private practice in April

26

until November of last year when I

decided to leave a local group practice.

27

So yeah, I've been, been

on my own for a little bit.

28

I would define my niche, I

call it relationship therapy.

29

I really love helping women and couples

build compassion and connection in

30

their relationships, and I think

that also includes ourselves.

31

I think a lot of the times we think

of relationships as just outward

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connections, but I also think a lot of

the times we kind of neglect our own

33

relationship with ourselves, the way

we talk to ourselves, the way we think

34

about ourselves, believe in ourselves.

35

So yeah, I feel like it-- with my niche,

that looks like helping women and couples

36

examine their patterns with, like, anxiety

or self-esteem and any, like, painful

37

relationship dynamics that are coming up

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Anna Walker: Okay, awesome.

39

Tell us a little bit about

how you came to this niche.

40

How did you land on relationships?

41

How did you land on women and couples?

42

What sort of led you in that direction?

43

Kassandra Balandrano:

That's a great question.

44

I'll start with the couples piece

first because that kind of was

45

unprompted or just unexpected for me.

46

During my graduate program in my last

semester, I kinda had, like, a freebie

47

class opportunity, an elective basically,

and I saw an opportunity for couples,

48

and I was like, "Oh, that's fun."

49

Like, I don't really know

much about couples work.

50

Like, I think it would just

be a growing opportunity.

51

And it ended up really sparking

this, yeah, motivation,

52

desire to work with couples.

53

I actually got, Gottman Level 1 training

out of it, so that was really wonderful.

54

And also, I got, a pre-marital

facilitator certificate.

55

And so I learned a lot through that

about what it would look like to work

56

with couples, and so I feel like all of

my supervisors over the years have kind

57

of just been like, "You should try it.

58

You should really, like, sink in."

59

And so I did, and then it ended up

being something I, I really enjoy.

60

I always tell people that working

with couples is there's really

61

high highs when things are, like,

going great, and they're big wins.

62

But then for me, I don't know, low

lows when things are more hard, and

63

I'm like, "Ugh, man, that's tough."

64

So I really like supporting couples kind

of through the ups and downs of that.

65

But long-winded way to answer that,

66

Anna Walker: Yeah

67

Kassandra Balandrano: that's

kind of the, the couples piece

68

of how I ended up in this niche.

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I would say for women, I feel

like a lot of therapists resonate

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with their niche to some capacity.

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Like, they have some life experience

with it and I definitely do for mine.

72

I've, I call myself, like, a recovering

people pleaser and perfectionist.

73

Anna Walker: I remember you using

that in confident copy actually,

74

like describing yourself that way.

75

Yeah.

76

Mm-hmm

77

Kassandra Balandrano: Yeah, and it…

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I mean, it's true.

79

I'm getting better over the

years, but I resonate with that,

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and I know what that's like.

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And so I think the level of camaraderie

that you can have with clients when

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you can resonate with the thing

they're going through helps them

83

feel safe in your room and helps them

feel like you really do understand.

84

And by no means, I don't think you

have to obviously have all the exact

85

experiences, but just being able to

genuinely say, like, "I get that,"

86

or like, "Ooh, I've been there.

87

You're reading out of my

diary," I think, and say that

88

authentically, goes a long way

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Anna Walker: Yeah, absolutely.

90

I think a lot of times when clinicians

are thinking about their niche,

91

it is some element of their own

experience or something they've

92

seen in their life, if not their own

identity, something that they've, you

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know, had in someone close to them.

94

So yeah, there's just something to be said

for being in the room with someone who

95

actually, actually understands, right?

96

That's really, really powerful.

97

Okay, I also wanna know, Kassandra,

about your journey to private practice.

98

So obviously in Texas you're

able to have your own practice.

99

So what sort of led you to the decision

of private practice, deciding to

100

open your doors in April of 2025?

101

Tell us about that kind of

journey and that thought process.

102

Kassandra Balandrano: Yeah.

103

It's so funny because when I got my

associate license, I remember telling

104

friends and just kind of myself, like,

"Oh, I have, no desire to be in private

105

practice anytime soon or do my own thing.

106

That's a lot of responsibility."

107

Really, I just kind of wanted

to, I don't wanna say coast, but

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just have a therapist hat on.

109

And honestly, I would say that

kinda similar to the couples

110

thing, it just kind of…

111

The opportunity came up, and it

just seemed right and appropriate.

112

Leading up to me opening my

practice, I felt really stuck.

113

I was working actually at

two group practices, one in

114

person and one virtually.

115

And I feel like the appeal of group

practices typically is, like, the

116

stability of caseload, and you get

to just wear your therapist hat.

117

They do all the marketing.

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They do most of the admin work, right?

119

And unfortunately, that,

wasn't true of my experience.

120

Like, all the kind of promises that

were given to me upfront didn't

121

follow through, and, you know, part

of it's out of anyone's control.

122

But kind of in my mind of, was like,

well, if I'm having to wear all

123

these hats anyway, or if I'm not

getting what I wanted out of the

124

group practice experience anyway,

like, why don't I just bet on myself?

125

Why don't I just, invest the time

in marketing in my own practice

126

versus someone else's practice?

127

Spend the time really, exploring

what niche I wanna do or,

128

like, expertise I wanna have.

129

Yeah, and I was like, "Why wouldn't I

do it for myself and, also get paid?"

130

Anna Walker: Of course.

131

Sure

132

Kassandra Balandrano: all of the, you

know, get all of the paycheck too.

133

So that was a plus.

134

But yeah, that's, that's ultimately

kinda what, what led me to that is,

135

well, I'm doing it for somebody else.

136

Why don't I just do it for myself?

137

Anna Walker: Yeah, absolutely.

138

I have to say, I really resonate with that

part of your story 'cause I also was never

139

like, "I'm never gonna have a business.

140

Like, I'm not an entrepreneur."

141

For years and years and years I always

thought that, and then here I find myself,

142

you know, running Walker Strategy Co.

143

So sometimes that happens.

144

But it's interesting to reflect on that.

145

What challenges did you face

early on as you made that decision

146

and sort of were staring down

this idea of opening a practice?

147

Kassandra Balandrano: Yeah, I think

the first one is or was figuring out my

148

voice and my niche which I think a lot

of obviously therapists probably struggle

149

with, and that's why, you know, your

company exists is to help people find

150

their confidence and strength in that.

151

But I think something specific for me was

as an associate, I do have less time of

152

experience to kind of have explored and

figured out, okay, like, where do I find

153

myself to be really passionate or good at?

154

Because especially even, a year ago,

I was still kind of like thinking as a

155

question mark, like I don't really know.

156

And then I was doubting.

157

I was like, well, maybe I just

have nothing to offer then.

158

Maybe I, you know, don't have anything

unique to offer because of my lack

159

of experience or because I'm not

trained enough in XYZ or whatever.

160

So really, I would think that was the

biggest challenge in the beginning,

161

is just believing I had a seat at the

table of running a private practice.

162

My own, yeah, mental games, mental

hoops and just kind of getting

163

through them and not letting my

own mind, limit what I could do.

164

And really, what I told myself was,

you know, you have permission to

165

try, and if it doesn't work out, it

doesn't work out and you just find

166

another way because you always have.

167

And I think giving myself that permission

to, quote, like, "fail," was very,

168

helpful in giving me the confidence to

just say what I wanna say, do what I

169

wanna do, promote myself the way I wanna

promote myself and see what happens

170

Anna Walker: Yeah, right?

171

And trust yourself that if

it didn't work out that you

172

could pivot accordingly, right?

173

That there were other

things available to you.

174

You weren't married to this forever

175

Kassandra Balandrano: Right.

176

Exactly.

177

Yeah, and, you know, obviously

I'm here a year later, and my

178

practice is still going, so that's

not what ended up happening.

179

I didn't have to pivot.

180

So I'm really glad.

181

I'm really glad I didn't

let that doubt, overcome me

182

Anna Walker: Yeah.

183

When I meet with a lot of pre-licensed

clinicians or those that are earlier

184

on, I think they face those same doubts

and fears around niching in particular.

185

Like, "Well, I don't have as much time

under my belt," or, "What if I enjoy

186

something else, you know, down the

road that's different from right now?"

187

So I think that permission

to evolve should…

188

Like, it sounds like also sort of

applied to your niche, where it was

189

like, "This is what I enjoy now.

190

Maybe I'll learn more about it later."

191

But something where

it's like, no, I have…

192

I- like you said, I have

a seat at the table.

193

I have a point of view.

194

You, you know that there's work that

you enjoy, and you go from there, right?

195

Kassandra Balandrano: Yeah.

196

And I think specifically with my niche,

it's very, It, it's like putting up

197

a mirror to myself, because how am I

supposed to encourage my clients to,

198

trust themselves or, give themselves

a seat at the table, let themselves

199

share their needs with others, express

themselves, if I'm not doing that myself?

200

And so I feel like every day I'm

challenged with the, you know, the

201

same things and that I'm offering

or encouraging my clients to do.

202

So they also inspire me

and, like, keep me going

203

Anna Walker: Yeah,

204

Kassandra Balandrano: to do the

205

Anna Walker: There's a lot of

humility in that statement.

206

I love that.

207

So right around the time that you

were deciding to open your practice,

208

you also joined Confident Copy.

209

Do you remember how you

first discovered the program?

210

Kassandra Balandrano: Yes.

211

I joined your Facebook group and I

saw you promoting like a free webinar

212

on marketing a full-fee practice.

213

And at the end you introduced Confident

Copy, and I wasn't re- I didn't really

214

have a marketing strategy at that point

when I was trying to build the practice.

215

But I knew I didn't know a thing

about marketing, and the way I kind

216

of saw it is I could either a time

investment or a financial investment.

217

Like, I could spend the time to learn

about marketing, you know, as a marketing

218

a private practice, but it would be

hours and hours of researching random

219

articles and videos and podcasts.

220

And I was like, I could do that, but also

I could just, you know, financially invest

221

time with somebody who knows already how

to do that and can teach me how to do it.

222

And to me, that felt like a worthy

investment because I was so eager.

223

I was just so eager, so ready, so excited

about this new chapter and I was like,

224

I don't wanna slow myself down and get

discouraged if, you know, I don't really

225

know how to do the marketing thing.

226

And I'd rather also be in like a

community and like be supported by

227

others, learn from others versus like…

228

I think one of the big gripes about

private practice is it's isolating and

229

I was like, this is a way to make it

less isolating, is make myself a part of

230

something and learn with other people, so.

231

Anna Walker: I think that's one

of the most incredible parts of

232

the Confident Copy cohorts is just

the community that comes with it.

233

And I remember how eager you are,

you were, and I remember your copy.

234

I mean, I, I, like, I opened up your

website, you know, prior to us pressing

235

record this morning and I was like, "I

remember reading this," and just how you

236

just had such a voice and a point of view.

237

As someone who…

238

Like, I didn't know you know, how

licensed you were when you came into,

239

you know, Confident Copy, but you did.

240

There was a strong point of view,

there was a strong voice, and

241

in this market, we are seeing

the way that that is essentially

242

your most valuable asset, right?

243

When you reflect on your time at

Confident Copy, what kind of surprised

244

you maybe the most about your growth

or just the process in general?

245

Kassandra Balandrano: Ooh

that's a great question.

246

I think honestly, not to toot

my own horn, but that I wasn't

247

half bad at building my website.

248

Anna Walker: Yeah

249

I agree with you

250

Kassandra Balandrano: I found

it to be a really fun process.

251

Like, I- the ADHD kicked in, and I-

I'm usually very good at boundaries

252

of, like, work ends at 5:00.

253

At that point in my life, I was up

till midnight, working on my website,

254

and not because I didn't want to.

255

I was just like, "I want this to

look exactly how I want it to."

256

And again, was feeling so

inspired and so creative, and I

257

ended up loving the end result.

258

And we kind of talked about this

earlier, but, to this day, I still

259

get random compliments on my website.

260

Like, people will comment on your Facebook

group page, from comments I've made

261

months ago, and they're like, "Oh my

gosh," like, "what template did you use?"

262

And it's, it's really cool.

263

So it, it also built confidence in

me in that, like, okay, maybe just

264

because I didn't know a lot about

marketing in the beginning doesn't mean

265

that I can't be good at it or, like,

have, you know, an aptitude for it

266

Anna Walker: Right.

267

Right.

268

Yeah, maybe like you said,

you're not half bad at this.

269

That's awesome.

270

Okay, so you launch your beautiful

website, and I was telling you

271

before our senior designer, Erica,

who designed the Sage template,

272

still talks about your website and

how beautifully you adapted it.

273

So we're all fans of it around here.

274

But anyway, you launch your website.

275

Then what did you do?

276

'Cause we know that, you know,

when you launch a website,

277

it doesn't exist in a vacuum.

278

It's not just gonna all of a

sudden you build it, and they will

279

come field of dream situation.

280

So what did you do in your marketing?

281

Kassandra Balandrano:

Ah, yeah, great question.

282

Honestly, I think something

I did that I recommend for

283

anybody is to know your city.

284

Like, know the vibes and know how

to connect with the community.

285

So for example, like I live in Austin.

286

I feel like it is a very, I would

say, like busy, activities-based city.

287

Like, there's a bunch of nature.

288

There's so many clubs.

289

There's literally a club for anyone and

everyone, and if you go to any coffee

290

shop, there's likely a bulletin board

there or sometimes even just like a wall.

291

Like, people just tape

walls of posters and flyers.

292

And so I was like, "I'm

gonna capitalize on that."

293

And so I did the flyers and, you

know, surprisingly, honestly,

294

that's been like a pretty decent

like place where I get referrals.

295

Anna Walker: That's awesome

296

Kassandra Balandrano: I did the flyers.

297

I also…

298

Let me think.

299

I'm trying to think of like

a year ago, what was I doing?

300

Networking was a big one.

301

Networking was a really big one because

I was like, I am still like new kind

302

of to this, you know, the new to the

private practice community and I was

303

like, I want to meet other people

that, one, I can become genuine friends

304

with, but also that I can trust and

like genuinely refer my clients to and

305

know that they'll be in good hands.

306

That was really important to me.

307

And so I kind of made a commitment,

like I'm gonna connect with

308

somebody at least once a week.

309

And I reach out via email or like

on social media and being like,

310

"Hey, like I see that you do this.

311

I really admire that.

312

Would love to hear more."

313

I would say those were definitely the, the

main two marketing strategies that I took

314

Anna Walker: Awesome.

315

Awesome.

316

And then you mentioned that you

went fully on your own in November.

317

What led up to that decision?

318

'Cause you'll, you'll be coming

up on a year of that here soon

319

Kassandra Balandrano: Yeah,

that's a great question.

320

I…

321

So in my personal life, I kind

of had this revelation that

322

I really needed to simplify.

323

I've spent most of my life having

my hands in several baskets, right?

324

Whether it was with, you know,

school and other activities or,

325

like, having several jobs at once.

326

And I just was like, I'm tired of this.

327

I'm tired of feeling like my

mental energy is just spread

328

so thin across so many things.

329

Like, that doesn't work

for me in my brain.

330

And so with that came like,

okay, I have my private practice.

331

I want it to grow.

332

That's my main priority.

333

I felt like it was pretty stagnant while

I was also at the group practice, and I

334

kind of came to the cl- conclusion that

I was like, I just don't have enough

335

time to invest in it for it to grow.

336

And so that meant like kind of,

again, taking another risk of like,

337

I'm gonna let go of this somewhat

stable-ish group practice job and,

338

fully just trust myself and go all in.

339

And also hopefully that would give

me, the mental load and the mental

340

clarity to grow the practice because

I just get to focus on that one thing.

341

And that's exactly what happened.

342

Like, if you see my analytics, it's

kind of crazy, like how much, how

343

many more like intakes I got inquiries

and, Yeah, it, it like literally

344

that month it just like skyrocketed.

345

I think part of it is SEO kind of kicked

in 'cause it was like around the six…

346

a little more than six months mark.

347

So I also attribute it to that,

but also I think because I was

348

giving it the time it deserved.

349

It just…

350

Anna Walker: Interesting.

351

Kassandra Balandrano: I sowed

the seeds, and I feel like

352

it was finally able to grow

353

Anna Walker: Yeah, I was gonna

say whatever that saying is about,

354

like, where your energy goes,

the, you know, the results flow

355

or whatever, whatever that saying

356

Kassandra Balandrano: Some physics saying.

357

Anna Walker: yeah, exactly.

358

I was never good at physics anyway.

359

Sorry, Mr.

360

Kindt.

361

He tried.

362

But I love that.

363

So that's really interesting is

you were able to sort of shift

364

your energy, and what did that,

like, renewed investment look like?

365

Like, what were you able to do

once you left the group practice

366

that you couldn't do before?

367

Kassandra Balandrano:

That's a great question.

368

I was able to honestly, make more

time with my networking contacts,

369

and not just, over coffee, but

it's, really get to know people.

370

So being able to just dedicate my

time to private practice, I was

371

able to expand my network a lot

more and invest more time in it.

372

'Cause like I said earlier, maybe I

would, have a Zoom call or, a coffee with

373

somebody once a week prior if I could.

374

But n- at this point I was able to,

actually take time to get to know

375

people, like a longer periods of time.

376

There was a brief period last year

I was, like, hosting this gathering

377

for therapists, and I think it was

called Craft and Hang, and it was just

378

kind of an opportunity for therapists

to come and if, you know, they ha-

379

if they're a creative and they have

a project they're working on, they

380

could just come, bring it, work on it.

381

Or we would, like, s- offer supplies

like coloring books or bracelet

382

making, whatever, and just give people

a chance to, like, relax, unwind,

383

and kind of focus on themselves, but

also, get to make some c- you know,

384

meet some people in the community.

385

And I wouldn't have been able to do

that while being at the group practice.

386

So yeah, I'd say really investing

in the community of therapists

387

locally was what I was able to do

388

Anna Walker: Yeah.

389

And what did you see come from that?

390

'Cause, you know, I talk about networking

is, like, it just reigns supreme when it

391

comes to marketing, so I love knowing that

that's some- a place that you invested.

392

But I think a lot of people are like,

"Okay, so I host a bracelet making

393

hang, and, like, and then what?"

394

What have you actually

seen come of those efforts?

395

Kassandra Balandrano: Mm-hmm.

396

I think, one, you have to be

curious about other clinicians.

397

Like, I don't think you can just

go in and be like, "Okay, well,

398

people know my name now, so

they're gonna, send clients to me."

399

I think you have to genuinely go in and be

like, "Well, what do they have to offer?"

400

Like, what…

401

How can I encourage them and empower them?

402

Because I imagine they're in a similar

spot as me, is like they want clients too.

403

They want the right clients to find them,

and how can I help support them in that?

404

And I think that naturally

just becomes reciprocal.

405

So for example, with the Craft and

Hang event, there was somebody there

406

who was, like, an art therapist.

407

So it's like, great, now I have somebody

I know who's, a really fun art therapist

408

and, like, I've talked to them.

409

I can vouch for them.

410

And so kind…

411

That's what I was saying earlier, right?

412

Is, like, building that trusted

network, just- not just a you do this,

413

so I'm gonna send my client to you.

414

It's like, no, I've gotten to know you.

415

I feel like our values align.

416

We get along great.

417

You know, getting to hear their story.

418

And that's really what I think makes it

into something that gets you inquiries,

419

can become something where you can

build your caseload because people

420

start to trust you, but I think you

also have to be, like, invest in them

421

Anna Walker: Mm-hmm.

422

Absolutely.

423

I couldn't agree more.

424

Okay, so you're coming up on a

year of being fully you know, on

425

your own in, in private practice.

426

What does your marketing

rhythm look like these days?

427

What are you doing in terms of

marketing on a regular basis?

428

Kassandra Balandrano: Continuing

the networking is a big one.

429

So reconnecting with…

430

Sorry, I know I'm talking

about networking a lot,

431

Anna Walker: And that's okay.

432

No, like I said, it reigns supreme

433

Kassandra Balandrano: Yeah, and it's

really like following up with people so

434

it's not just connecting the one time.

435

It's like when I, somebody pops

in my head and I think about them,

436

I will immediately email them, be

like, "Hey, I'm thinking of you.

437

How are things going?

438

Would love to grab a coffee."

439

And again, I think because that comes

from a natural place and, right, like

440

they just popped in my head, I think

that just leads to genuine connection.

441

So

442

Anna Walker: Yeah

443

Kassandra Balandrano: that, I've been

continuing to do that, and I have yet

444

to feel lonely in private practice.

445

I would say another marketing

effort is I'm starting to

446

connect with local businesses.

447

That's kind of like my

stretching area right now.

448

I went to the dentist and I-- the

dentist makes me very anxious.

449

Don't love the dentist.

450

And so I brought, my earbuds and I

brought, my little fidget, squishy toys

451

and I had my breathing exercises, like,

ready to go, and they were like, "Oh,

452

your, like, fidget toy's so cool," or

they were asking me stuff because I

453

was a therapist and I was like, this

is a great opportunity for, education.

454

Like, next time I'm going to, probably

bring some goodie bags and be like,

455

"Hey, if you have clients who are

like me and get super anxious, here

456

are some tools you could give them,

and here's a little pamphlet with,

457

you know, maybe some, scripts that

you can give them if you don't quite

458

know how to help them through that."

459

So yeah, just really seeking out

opportunities basically, like,

460

where I think my clients are going.

461

I mean, most, say, people go to the

dentist, people go to the doctor.

462

I mean, I work a lot with women

and couples, so it's like, okay,

463

well, where do they hang out?

464

Like, well, maybe they go to the gym or

maybe they go to that Pilates class or

465

pelvic floor therapist, whatever it is.

466

And really just trying to connect

with the local businesses as well.

467

That's kind of my, my current endeavor.

468

Anna Walker: I love that.

469

I love the language stretch area too,

where it's like, okay, the networking,

470

the relationship building, the

maintaining of that feels really good.

471

But then what are, what are you kind of

stretching or getting more creative about?

472

What I think is really cool about you,

Kassandra, is you're not doing the like,

473

you know, X plus Y equals Z kind of

marketing where, that so many people want.

474

They're like, "Well, I make a

website, and then I ran Google ads

475

to it, and then I got clients."

476

Like, you're doing the more organic

things that actually work right

477

now but require some creativity and

some, you know, some time and effort.

478

But you're, you're really seeing that

pay off, which I think is incredibly

479

inspiring for people who feel

intimidated by the idea of networking

480

Kassandra Balandrano: Yes.

481

Yeah, it, it does pay off.

482

I mean, but I also wanna set,

like, realistic expectation of,

483

Anna Walker: Right?

484

Kassandra Balandrano: I will

be the first one to sit here

485

and tell you, like, I'm not…

486

I don't have, like, a booming

caseload, and I have a, you

487

know, where I have a wait list.

488

Like, that's not my reality right now.

489

Which is o- which, that's okay

because, oh my gosh, like, I'm

490

only, like, one year in my practice.

491

You know, I think from any context

in any business, getting through that

492

first year is usually the hardest.

493

And so again, exercising what I

encourage my clients to do, that

494

self-compassion of you're doing a lot

of work, and you know that it kind of

495

takes a while for, you know, you to

bear the fruit of that, and it can feel

496

really heavy in that, waiting period.

497

I tend to get impatient.

498

My husband knows that.

499

So really just being kind to myself

in those moments where I feel like

500

it's not enough and, or, you know,

I'm not as, quote, "successful" as,

501

you know, maybe I should be at this

point, and realizing, like, oh my gosh,

502

Kassandra two years ago would just

be absolutely stunned at w- what I'm

503

doing right now and at my caseload and

how inspired and creative I'm being.

504

Like, this is her dream.

505

And, really honoring that, yeah, at

this point in time, what I'm doing now

506

was once something I thought I could

never get to do, and just really being--

507

taking time to be grateful for that

508

Anna Walker: Absolutely.

509

That's incredible.

510

And yes, I am all about, you know,

we, we see, like, the flashy, like,

511

"She filled her caseload in two weeks,

you know, and is making 300K a year."

512

Like, we see those stories out there.

513

That is not the experience of most

people, and in this market in particular,

514

patience is one of your greatest assets.

515

So I love that you're, like, yes,

in a year in, you may not be exactly

516

where you want to be, but look

at how far you've come, kind of.

517

You know, w- honoring that, being proud

of that, like you said, paying attention

518

to the efforts that you have made and

who you are compared to two years ago,

519

that alone is worth celebrating, and

you have the entire rest of your career

520

to continue getting where you wanna go

521

Kassandra Balandrano: Exactly.

522

And, you know, I do think of it as

like, okay, well, like, let's just

523

say I did have the full caseload and

was making the 300K a year, then what?

524

You know?

525

Like, what would I do then?

526

Like, I…

527

If that was my circumstance right

now and I'm only a year in, I feel

528

like I'd kind of be at a question

mark or a standstill and be like,

529

"Well, I don't really know what's

530

Anna Walker: building

and working right now

531

Kassandra Balandrano: Yeah, and

so I think that's just part of the

532

journey, and I think accepting that

and knowing that I'm not the only

533

one, because social media's deceiving.

534

Like you said, all the catchy phrases and

the really big flashy testimonies, which

535

happy for those people, but also, like,

there's so many people who aren't posting

536

that they're going through the summer

slump, or they haven't had an inquiry in

537

over a month, and those are real things.

538

And I think that's when insecurity can

take over and lead you to go, inward and

539

be like, "I don't want people to know

that," 'cause that's not the stories

540

that are being showed on social media.

541

So for anyone listening, I want

you to know that that's my story

542

of like I definitely, again, don't

have the wait list, not making, you

543

know, the crazy six figures a year.

544

But maybe one day, but for now I'm

just kind of, enjoying the process

545

where I'm at, because it's…

546

It, it was my dream at some point.

547

Anna Walker: I love that.

548

I love that.

549

You are actively in the dream

that you had, which is incredible.

550

How are things going

in your practice today?

551

That might mean, you know, your

actual caseload numbers, but,

552

you know, what else feels good?

553

You're, you're not stretching

your energy thin across all

554

of those, you know, different

initiatives and things like that.

555

So how are things going?

556

Kassandra Balandrano: Things

are going really well.

557

I think the fantastic part of really

getting your niche down and marketing

558

that well is the clients that you

receive because they typically,

559

you know, obviously resonate with

the niche that you're offering.

560

And I just, I love all my clients

so much, and I've been able…

561

I think my work is very

fulfilling right now because I

562

connect with my clients so well.

563

I no longer…

564

It's pretty rare.

565

I'm gonna say no longer.

566

It is rare that I get the Sunday scaries.

567

I asked my husband about this

morning of like, "What do you feel

568

like is different in me now versus

when I was in two group practices

569

and just trying to figure it out?"

570

And he was like, "Oh my gosh,

you're like way less anxious.

571

You're not dreading your week anymore."

572

'Cause that's how I used to feel.

573

And now I, I wouldn't say I jump out

of bed 'cause I'm not a morning person,

574

but I get eager to go to work and be

like, "Ah, I can't wait to work through

575

this thing with this person," or,

you know, "I can't wait to talk about

576

this and support them through that."

577

And that's just such a, again,

fulfilling sensation and, and feeling

578

that I get to have because of the

work I've done in my private practice

579

or to build my private practice.

580

Like most people right now, I'm

also going through the summer slump,

581

but I'm choosing to not kind of,

what do you call it, grovel in it.

582

I'm trying to use it as an opportunity

to redirect my focus towards some

583

creative endeavors I have right now and

just some admin tasks that get to, you

584

know, tend to get put on the back burner

585

Anna Walker: Right, right.

586

Being productive with that time

instead of, like you said, wallowing

587

or groveling in it, that kind of thing.

588

Absolutely.

589

What's interesting for me is, you know,

you could make the, whatever, crazy

590

amounts of money in your practice.

591

You could also hate your caseload.

592

And obviously, the ideal would be

making all the money in the world,

593

if that's your goal, and loving your

caseload, but there's, there are so

594

many wins about just being able to

open up your calendar and be like,

595

"I'm excited about seeing that person."

596

Or, like you said, I feel the same way.

597

I know something's wrong if

I'm getting the Sunday scaries.

598

To, like, enjoy getting to go to work,

what a gift, and this is work that you

599

have created, something you are building.

600

There's so many wins and

beautiful things packed into that

601

Kassandra Balandrano: Yeah, I think

that was honestly the shock factor for

602

me of seeing my marketing efforts work.

603

Like, I remember I received one

client because she was like, "I asked

604

ChatGPT," like, or, "I told them I

wanted-- I'm looking for a therapist.

605

I told them what I wanted, what

I'm struggling with," and they

606

were like, "Your page popped

up, and I resonated with it."

607

And when that happened, I was

like, oh my gosh, it works.

608

Like, and I-- my work with that

person has just been incredible, and

609

I would call them an ideal client.

610

And it's just…

611

I don't know.

612

I can't even put it into words just

how cool it is to, to be able to speak

613

to the women and couples that, like,

I just so intensely, wanted to meet.

614

Like, you know?

615

Like, that's what I did all those efforts

for, and then it actually coming to

616

fruition and getting to, like, live

that through every week when I go to

617

work, like, is just so, so fulfilling

618

Anna Walker: I love that.

619

It's easy to lose sight of those things, I

think, in the, in sort of the day-to-day.

620

But yeah, like, you put in the effort,

you figured out your niche, you

621

created a super compelling website.

622

You've put in the efforts when it comes

to marketing, and then someone finds you

623

from ChatGPT and is a perfect fit client.

624

Like, oh, look at that whole process.

625

That's incredible, and what

you did to make that happen.

626

Kassandra Balandrano: Mm-hmm.

627

Yeah, versus the group, you know, the

group practice scenarios I was at.

628

I mean, I think it's typical outside

of any, you know, therapy position

629

when you're not in private practice,

but you kind of get a new client,

630

and you're like, "I don't know."

631

It's like roll of the dice.

632

Like, they could be struggling with

addiction, they could be struggling with,

633

you know, depression or anxiety or, you

know, some really intense, like, trauma.

634

And I just remember feeling so anxious

of like, "Okay, I guess I gotta do a

635

bunch of research now," or like, "I

guess I gotta kinda wing it," you know?

636

And it was just…

637

I felt like I was on the edge

of my seat all the time, whereas

638

now, I mean, I still, I always

try to have a growth mindset.

639

I think there's always opportunities

for me to learn new things.

640

But I think for the most part, when I

have a client reach out to me, I can say

641

pretty confidently, like almost every

time in my, like, 15-minute consultation

642

calls that like, "I can help you."

643

Like, I was like, "You are

speaking to my website right now."

644

Yeah, and, and that's just such a good

feeling to be able to say confidently

645

and genuinely, like, "I, I know

how to help you," or "I feel very

646

confident that I can support you."

647

And I think that is what helps me, you

know, continue to go to, to thrive in

648

this work and not get burnt out, is that

I feel confident and I feel content with

649

the people that are, you know, coming in

650

Anna Walker: Yeah.

651

That's the thing I think about embracing

the fact that you're the right fit for

652

some people and not the right fit for

others, and that if your marketing can

653

be bringing in people who align with

you, who you're going to be able to

654

confidently support, who just are the,

the type of person that is gonna get

655

the outcomes that they want from your

work together, it's good for everyone.

656

It's good for you, it's

good for them, right?

657

It's in service to everyone involved

658

Kassandra Balandrano: Yeah.

659

Something I tell people in consult calls

if I maybe feel like it's not a great fit

660

or if we've been working for a while and

things have been feeling a little off, I

661

mean, I, I'm very honest with my clients.

662

I'm like, "I don't want you to waste

your time or your money because

663

those are very valuable things."

664

And I think because I tend to work with

people who people please or, you know,

665

maybe worry about stepping on toes, I kind

of have to give them that permission of

666

like, "You're not gonna hurt my feelings.

667

Like, I'm not gonna be offended

by you being honest with me

668

if this isn't a good fit."

669

And I think that's just so, one, a

great way to model to them that, you

670

can say no and you can change your mind.

671

But also, like, gives them the freedom to,

invest, you know, their, you know, their

672

time, again, and their, their financial

investment in somewhere that they feel

673

like is actually gonna give them what they

want, and that that's okay if it's not

674

me because I know, I know the population

I can serve and who I can help, and if

675

that's not them, then that, that's fine.

676

Anna Walker: Yeah, staying in your

677

Kassandra Balandrano: are out

678

Anna Walker: of genius.

679

Kassandra Balandrano: Mm-hmm.

680

Anna Walker: Right.

681

Right.

682

All right, Kassandra,

this has been wonderful.

683

As we kind of wrap up, there's lots

of people listening probably right

684

now who can resonate with parts of

your story, either who are brand new

685

to private practice and pre-licensed,

and like, who am I to pick a niche,

686

or who are a little bit discouraged

with where they are a year into their

687

practice, whatever that might be.

688

What would you wanna tell them if they're

in a similar place that, that you were?

689

Kassandra Balandrano: Ugh.

690

First, I'm giving you a virtual hug,

'cause that's such a tough place to be in.

691

And also, you're not the only one

doubting or questioning or feeling lost.

692

Nobody on this earth

has it all figured out.

693

Nobody.

694

I don't care what social

media is telling you.

695

I don't care what the ads are telling you.

696

I don't care what the person with

the full caseload is telling you.

697

You don't know what those people are

sacrificing to have what they have.

698

And, you know, I, I think of the…

699

What is the phrase?

700

It's like social media is like a highlight

reel, and I think that's just so true.

701

Like, you're getting a snippet and,

maybe that is a part of their story,

702

the success that you're seeing,

but that's not the whole story.

703

Again, you don't know how they got there.

704

But you know your whole story.

705

You know how much work it's taken

for you to get where you're at.

706

So in that way, it's an unfair comparison.

707

And truly, at the end of the day,

we're all just living life for the

708

first time and just trying to do the

best we can with the tools we have.

709

And, you know, any thought that you've

had or doubt or concern you've had, can

710

almost guarantee some other therapist

has had, let alone business owner.

711

So

712

Anna Walker: Yeah, absolutely.

713

You're not alone in this, right, you said.

714

I love that.

715

All right, Kassandra, thank

you so much for being here.

716

If people want to see your beautiful,

incredible website or connect with

717

you in another way what's the best

way to find you and reach out to you?

718

Kassandra Balandrano: Yeah.

719

The best way is to, yeah,

contact me on my website.

720

I have a contact form on there.

721

My website is thehealingcottagepllc.com.

722

And also, if it's all right, I

would love to kind of plug that I do

723

have, like, a fun project coming up.

724

I'm gonna do a newsletter, but it's not

just gonna be a, like, email newsletter.

725

I'm actually gonna send out

physical mail because I just love

726

the idea of going more analog.

727

So be on the lookout for that.

728

Anna Walker: I love that.

729

Excellent.

730

If people wanna know more about

that or, like, get on a wait list

731

or whatever is the, is your website

the best place to let them know?

732

Kassandra Balandrano: Yeah

733

Anna Walker: Okay, awesome.

734

Kassandra, thanks again for being here.

735

Thanks for sharing your story

and being authentic, and we are

736

cheering you on as, as you head

into this next season of practice

737

Kassandra Balandrano:

Thank you so much, Anna.

738

I appreciate you

739

Anna Walker: Absolutely.

740

Isn't that such a fantastic story?

741

I left this interview feeling

so encouraged and inspired

742

by what Kassandra shared.

743

Now, Kassandra is a graduate of

our Confident Copy Live program.

744

She mentioned the community that she

really enjoyed as part of Confident Copy,

745

and if you're interested in that same type

of experience as you figure out what your

746

niche is, as you put together a website,

as you start putting yourself out there

747

in a way that feels authentic to you,

then jump on the wait list for Confident

748

Copy, walkerstrategyco.com/waitlist.

749

Doors are gonna be reopening the

first week of August, and as a member

750

of the wait list, you qualify for

an exclusive discount we aren't

751

going to be offering publicly.

752

Jump on over there if

that makes sense to you.

753

Whatever you do, I hope you took

something wonderful away from this one,

754

and I'll see you in our next episode.