Episode Summary

Welcome to the first episode of the Slaying the Summer Slump series—a special June edition of Marketing Therapy designed to help you turn this slower season into serious momentum. Summer in private practice can feel like a mixed bag: lighter schedules, quieter inboxes, and that nagging sense of “shouldn’t I be doing something?”

This episode invites you to shift out of panic mode and into intentional action with a simple but powerful audit. You’ll explore the three key areas of your marketing—visibility, consistency, and conversion—to find your biggest opportunity this season. Whether you’re resting on purpose or finally tackling that specialty page, this is your permission slip to start where you are and make your marketing work for you.

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

1️⃣ How to tell if your practice is actually visible to the right people—and simple steps to increase visibility fast

2️⃣ Why consistency isn’t about doing everything but about doing something—and how to choose the right marketing habit

3️⃣ The quiet ways conversion might be leaking from your website or consult calls (and how to fix them)

Resources & Links Mentioned:

• Google Doc Audit Worksheet
• PsychToday Success Pack: walkerstrategyco.com/ptsp
• Done-for-you services: walkerstrategyco.com/services
• Confident Copy: walkerstrategyco.com/cc
• The Walker Strategy Co website: walkerstrategyco.com

Past Episodes to Check Out:

• Episode 6: Spoiler Alert: Your Marketing Needs to Evolve
• Episode 8: 3 Sneaky Ways Fear is Sabotaging Your Progress
• Episode 2: The Disconnect Costing You Clients

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: 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—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 there.

2

Welcome back to Marketing

Therapy, episode nine.

3

Today's episode is exciting because

it is the first in a series we

4

are doing the whole month of June

called Slaying the Summer Slump.

5

Say that five times Fast.

6

We hosted the slaying the

summer slump a few years ago.

7

I believe it was 2023.

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And it was a hit it was just

a series of free trainings

9

really focusing on how to make.

10

The most of this season, and so

we're excited to be bringing it back

11

here on the podcast, but refreshed

made current for the market.

12

Things are different

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And this is what I hope to be a really

14

And in future times when maybe you're

experiencing a lull in your practice.

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'Cause the truth is summer can feel

real weird in private practice.

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We know that.

17

Your clients are pausing.

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Others might be traveling, they might be

graduating and moving on from therapy.

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And as a result, your caseload might

feel a little or a lot lighter right now.

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But so often instead of enjoying the

break, you're feeling that real low

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grade anxiety, that constant buzz of,

shouldn't I be doing something right now?

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So this series is here to really

answer that question with a clear and

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resounding yes you should, but not from

a place of pressure or a place of panic,

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but really from a place of intention.

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I.

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Because when you know how to use this time

strategically, this classic summer slump,

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without burning out or spinning your

wheels, summer actually becomes one of the

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most powerful seasons in your business.

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So over the next few episodes,

we're gonna be diving into what

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that can look like in practice.

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We're gonna talk about how to

reconnect with what you really

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want from your practice, how to

build referral relationships.

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Even if networking makes your skin

crawl, you're not alone in that.

34

And also why your personal brand

is more important than ever when

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it comes to attracting private

pay and premium fee clients.

36

But today's episode is about one thing,

starting where you are right now,

37

looking honestly at what's working,

what's not, and where your biggest

38

opportunity is to make progress.

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One cool thing about this slaying

the summer Slump series is at the

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end of every episode, I'm gonna give

you a short and actionable challenge.

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Nothing overwhelming.

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We're not talking hours and hours of

work, but something small that you can

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actually do this week to start building

that momentum in your marketing.

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So definitely stick around for that.

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Okay, let's dive in.

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Why is summer the best time to

invest in your marketing, and how

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can you start making the most of it?

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Now, we know right now

your schedule is lighter.

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Your inbox is quieter, and you're torn

between enjoying the break and signing

50

off, and, going to the pool with

your kids or freaking out about it.

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You are constantly feeling

that push and pull.

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So if you've ever found

yourself refreshing your

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email, watching the calendar.

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Wondering when the next

slot is gonna be filled.

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And as a result, wondering if

something is wrong with your

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marketing or your niche or your fees.

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You are so not alone in that.

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But remember that a slower season

doesn't mean something's broken.

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We've talked about this before.

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I will link to the recent

podcast episode we did on your

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Marketing needing to evolve.

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But a slower season doesn't

mean something's broken.

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It means you have a window.

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It means you have margin.

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That you normally wouldn't.

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This is a window to breathe.

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It's margin to regroup, to maybe

clean up the pieces of your business

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that you've been meaning to get to,

but haven't had the time, or quite

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frankly, the energy to tackle until now.

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Because here's the thing that I've

seen, and this is now my sixth

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summer supporting clinicians.

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In the summer slump.

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The therapists who feel behind in

the fall are usually the ones who

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spent the summer stuck in indecision,

spinning, tinkering, tweaking.

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If you listen to our recent

fear-based marketing, maybe doing

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the whole tweaking Taylor thing,

waiting for clarity to strike.

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But the ones who feel that confidence

and clarity when the new school year

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hits and when we expect to see kind of

that, that September surge, they are the

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ones who use this time with intention.

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That doesn't mean hustling

nonstop for the next three months.

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It means absolutely

building in time for rest.

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So sometimes making use of this series

is resting on purpose, and sometimes

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it's finally sitting down to write

that specialty page that's been staring

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you down for the last six months.

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So summer doesn't have to

be a slump in every regard.

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It can actually be a real

turning point in your practice.

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A few years ago, I

worked with a clinician.

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Her name is Sarah, and she'd been in

private practice for about a year.

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Her was slowly building her caseload,

doing really good work, kind of getting

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a feel for who her ideal client really

was and gaining that confidence, both

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as a clinician and as a business owner.

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But marketing still really

felt like a mystery to her.

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She wasn't really sure how her

current clients were finding

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her, where her next one was gonna

come from, and then summer hit.

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Her first summer in private practice,

she had several clients pause.

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Multiple cancellations each week.

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A couple graduated and her

weeks looked a lot emptier.

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And Sarah would've had really good

reason to panic or to spiral or

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to believe that she was failing.

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But what was really cool is Sarah

made a decision that summer.

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She decided, if I'm gonna have

fewer client hours this summer,

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then I'm going to fill those

hours with something that matters.

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She updated her Psych Today profile.

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She rewrote some parts of her

website that became more clear after

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having worked with her ideal clients

for the last eight to 10 months.

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She reached out and reconnected

to a few colleagues that she'd

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been meaning to connect with.

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Finally scheduled some of

those Zoom networking chats

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because they were also slower.

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She even carved out a few hours one

week to write content for the fall.

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She had decided she wanted to start

a blog, and so she spent some of

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her summer months writing blog

posts and kind of getting a backlog

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ready so that when things got

busier, they would be ready to go.

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Now, here's the thing.

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By August, I wish I could tell you,

and then Sarah entered the fall

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and her entire caseload was full.

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That's not true.

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She wasn't completely full.

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But you know what, she was, she was proud.

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She wasn't wondering where her time

had gone because she had used it.

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And then as September and

October came, she had momentum

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and that momentum paid off.

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She had inquiries.

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She saw referrals coming in.

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And she had a lot more confidence coming

out of that summer from taking action,

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even if it was imperfect or scrappy.

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So that's really what I want for you.

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Not a perfect summer and probably

not a completely full calendar.

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That's okay.

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That's allowed to happen.

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It doesn't mean something's wrong,

but a season where you can look

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back and know you didn't waste it.

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That is what I want for you.

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There's a misconception though that summer

is a bad time to work on your business,

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that it's too quiet, that no one does

want therapy, that no one's looking.

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But I actually think that that

makes summer the best time to

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invest in your marketing because

you're not in survival mode.

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You're not stretched thin with

back to back sessions and a

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million client needs, right?

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You've got that breathing room and

it's in that space that I think

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really good decisions happen.

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It gives you the room to make those

strategic changes, to take care of

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the things you've been putting off.

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And remember, clients are still looking.

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I mean, I met in a confident

copy call today and we heard from

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multiple students who had gotten

full fee clients from psych today.

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I think networking a primary

care physician a couple

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different ways just this summer.

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So it's not that they're not looking.

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And what's interesting is that those

who are looking are pretty motivated and

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pretty ready and looking to make the most

of this season for themselves as well.

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So that really means that your

marketing needs to be strong

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enough to meet that moment.

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So, like I said, this.

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The first episode of our Slaying the

Summer Slump series is about helping you

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start where you are, because we cannot

get to where you want to go if we don't

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understand first where we're beginning.

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Because one of the biggest reasons

therapists don't take action in these

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slower seasons isn't because they're lazy.

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It's because they're uncertain, right?

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It's that feeling of shouldn't I be doing

something you get off a session and you

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don't have another session for an hour.

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And then you look back,

what happened to that hour?

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I should have been doing something.

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It's that feeling.

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So that's where this exercise,

today's audit comes in.

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This is a really quick but powerful way to

get out of the spin that you find yourself

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in the uncertainty, the indecision,

the paralysis, and into action.

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I wanna help you identify where

your biggest opportunity is for

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this summer and the actions that

will actually make a difference.

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In those areas.

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So today we're gonna walk through

three key areas of your marketing,

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visibility, consistency, and conversion.

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And I really want you to engage with this.

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Like maybe that means you pause

this episode to be able to think

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on the prompts that I give you.

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Maybe you pull out a notebook.

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This episode was meant to

actually be put into action.

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Okay?

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So write things down,

be honest with yourself.

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Really engage.

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This is what's gonna help you find

that next move for your summer.

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So let's start with

the idea of visibility.

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And the question here is, are the

right people even finding you?

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I sat down with a therapist earlier

this week who was wondering if we

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needed to invest in his website.

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We'd met for a discussion to talk

about whether or not our done for

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you services were right for him.

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And I take these calls really

seriously because not every single

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person needs to invest in done for

you copy or done for you design.

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And so I use those calls not just

to quote unquote sell, but actually

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to understand the state of the

practice to determine if I actually

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think this is the right next step.

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So I was talking to this clinician who had

poured a lot of effort into his website

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and had poured a lot of effort into

networking and SEO and things like that.

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And we were able to determine, based on

his metrics and what he was seeing in his

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practice, that he was doing a great job.

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When it came to visibility,

people were finding him.

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And so that led us to think, you

know what, maybe we should invest

200

in improving the website because

enough people know about him.

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This isn't true for many of the

therapists that I work with.

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Many of the therapists that I work

with launch a website, put out a

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site today profile, maybe make a

couple of networking calls, and

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then wonder where the clients are.

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And when we look at the numbers and we

look at what they're doing, it turns

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out no one really knows they even exist.

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That is what visibility is about.

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It's the part so many therapists

skip because it feels like

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it's out of their control.

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Well, how am I supposed to

help people know about me?

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Fortunately, visibility is actually one

of the more fixable problems in marketing.

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So here's some questions I want you to

ask yourself when it comes to visibility.

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One, do people know I exist?

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Just first and foremost, do people

know that my practice is out there?

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Two, am I visible in the places my

ideal clients are actually looking?

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We've talked before about the fact

that if your ideal clients aren't

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likely to be blog readers or scrolling

Instagram, then maybe you don't

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have to be those things either.

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Do you have a clear and compelling

niche that's actually standing out?

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We know that the noise around finding

a therapist, the options available to

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your clients are greater than ever.

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So are you standing out so

that people know you exist?

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Are you active on directories

like Psychology Today and other

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places, kind of low hanging fruit

for clients to learn about you?

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And have you been visible to

colleagues who might refer to you?

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When we look at the data, and this

is, we're actually gonna have an

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entire episode just on networking.

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Networking reign Supreme, word

of mouth is absolutely bar none

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irreplaceable in your marketing.

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So have you been visible to colleagues,

real people who can be referring to you?

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So many therapists say that they rely on

referrals, but referrals only happen if

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people know what you do, who they should

refer to you, why you're the right fit,

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and trust that you're really good at it.

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So even networking is not

just this passive activity.

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You need to make sure that the right

people know, not just to refer to you, but

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who to refer to you how to refer to you.

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If you haven't connected with a new

potential referral source in the past 30

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to 60 days, it's probably sign to do that.

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This is an opportunity.

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Visibility isn't just networking though.

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It's all of the ways that

people learn about you.

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So, SEO is another great one.

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Does your website show up when someone

searches for a therapist in your area?

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Is it clear when I get to

that website what you help

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with, what you specialize in?

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So this idea of visibility are

the right people even finding you?

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Like I said, this is a gap so many

therapists have and they don't realize it.

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They think that because they pressed

launch, got their PLC, that the

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clients automatically come in.

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But if they don't know that you're

out there, then how can they decide

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you are the right fit for them?

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So if this is your weak spot,

here's a couple actions.

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Audit your psych Today Profile.

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Psych today still works.

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I will die on that hill.

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Is it going to fill your practice the

way that it would've six years ago?

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No.

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Can you absolutely still get right

RightFit clients through that

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directory for very little effort?

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Yes.

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But don't just polish the language here.

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I also want you to audit your Psychology

Today profile for your headshot, your

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video script, the images that you use,

your intro to new client statement,

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the specialties that you've chosen, the

zip codes may be that you're targeting.

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All of these things influence psychology

today and your ability to be visible.

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Our psychology, today's Success

Pack is an amazing resource.

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It's $27 less than the cost

of one month of psych today.

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So grab that if you need it.

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But jump in there and look at your profile

as a whole, not just the words, but

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every part that makes up that experience.

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The next thing I want you to consider

is getting visible to referral sources.

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Like I mentioned, if you haven't

connected with someone new in the last

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30 to 60 days, that's an opportunity.

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So consider making a list of five

local or niche adjacent clinicians,

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so people that could refer to you.

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If you see moms connect with child

therapists, if you see men connect with

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couples therapists, and reach out to

them, whether that's with a quick intro

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email, an invite to connect on a Zoom

call, an invite to a local coffee shop.

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Just some comments back and forth

on a Facebook thread, something, get

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visible to a few new referral sources.

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Next up, consider Googling

yourself if you haven't recently.

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Are you showing up?

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When people are looking for therapists

in your city, SEO is a very large

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discipline and it's not something that

you're necessarily going to transform

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overnight, but you can absolutely

be taking some action this summer to

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improve your search rankings and your

likelihood of showing up in front of

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people looking for your services on Google

at the very moment that they need you.

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One other thing I want you to consider,

if you see clients in person, listen up.

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If you haven't yet claimed or updated

your free Google Business profile,

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you need to do that right now today.

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Head over there.

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It's going to improve not just your

local visibility in general, but your

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ability to rank organically on Google.

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Add photos services, a great description.

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Contact info, be as thorough

there as you possibly can.

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If you are an in-person practice and you

don't have a Google business profile,

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you are leaving visibility on the table.

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So those are some things I want you to

consider if visibility is your weak spot.

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Next up, consistency.

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That's part two of this audit.

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Are you showing up regularly

enough to stay top of mind?

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It is one thing to reach out to a

referral resource once it is another,

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to stay in contact and to cultivate

relationship with those people.

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This one might sting a

little bit, but be honest.

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Have you been ghosting your own marketing?

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I know it can be hard when you are

juggling back-to-back sessions and

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just life business ownership, but

marketing is like a relationship.

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It's like a garden.

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It needs tending, it needs

reconnection, and most therapists

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for lots of different reasons, are

often wildly inconsistent with it.

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A few things to ask yourself on this.

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One, do you have any

regular marketing habit?

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Is there anything you're

doing on a regular basis?

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If not, maybe even adding one thing there

could really start to move the needle.

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Two, are you staying in contact

with networking sources or are you

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just expecting that if you talk

to them once, that's sufficient.

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Remember, this is a relationship.

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If you post or share content, whether

that's on social media or blogging

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or podcasting, whatever that might

be, sending emails, are you doing

320

that regularly or sporadically?

321

And then another thing here, just

practically, are you blocking

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time to work on your practice?

323

Or are you just hoping you'll

magically find that time?

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It'll just arrive.

325

You have to be intentional there

because if you don't make space for

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your marketing, it will always fall

to the bottom of your to-do list.

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I've made the joke to Confident

Coffee students before that.

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I would rather clean my base boards

than do certain parts of my marketing.

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It's okay if you feel the same way.

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But it's not okay.

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If you want to get results and continue

cleaning your base boards, okay?

332

You have got to make space and

be intentional about this or else

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you'll just sit there with very

clean baseboards wondering where

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all of your referrals are, right?

335

If this is your weak spot, I want

you to choose one day in time per

336

week to focus on marketing, okay?

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I want you to actually put

it into your calendar the way

338

you would a client session.

339

And you don't move it.

340

This is time dedicated to your

marketing and to growing your practice.

341

It's a non-negotiable.

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30 minutes is enough.

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An hour would be great.

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Whatever you can muster, put

it in there and be intentional.

345

Then pick one marketing action to repeat

weekly, especially if you don't right

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now have any regular marketing habits.

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We don't need to, bite

off more than we can chew.

348

Start with one.

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Pick one marketing action that

you're going to repeat weekly.

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Maybe that's reaching out to someone,

maybe that's posting something, sending

351

an email, updating a page of your

website, anything that builds traction.

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And then finally, I love to use the

metaphor that success leaves clues.

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If your clients are often finding you

in one particular way, whether that's

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from one particular referral source or

via one particular blog post or wanting

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one particular thing, lean into that.

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Let that direct where some more of

your consistent efforts come from.

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Success leaves clues, so go

study where success has left

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those clues in your practice.

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The point here isn't to do

everything every week, right?

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Like I said, we're not biting

off more than we can chew.

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But it is meant, especially in these

summer months, to build a rhythm into

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the way that you show up to your practice

and to your marketing to help you stay

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present, to keep showing up to treat

marketing, like the relationship that it

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is, like the garden that needs tending.

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So that's the second part.

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Consistency.

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And then finally the

third part, conversion.

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When people find you.

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Are they actually saying yes?

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When people find you, are

they actually saying yes?

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Let's say someone does

land on your website.

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They do click into your

Psych Today profile.

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A colleague does pass along your name.

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Then what do they arrive

there and feel seen?

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Do they arrive there and have this sense

that this therapist really gets me?

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This might be a good fit.

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Do they have a sense that they know how

to and want to get in touch with you?

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Because if not, that's where the

leak happens and all the effort

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you poured into the first two

parts of this audit, visibility

380

and consistency flows right on out.

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I've referenced before the metaphor

of pouring water into a leaky bucket.

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If you can't convert the people

that are learning about you, then

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marketing is going to be a very,

very frustrating relationship.

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Here's what I want you

to ask yourself here.

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Does your website speak to your

ideal client's real world experience?

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Is it meeting them at their point of need?

387

Is your niche obvious and emotionally

resonant with your right fit clients,

388

not just clinically accurate?

389

We talked about this back in episode two,

the disconnect that's costing you clients.

390

Is your niche obvious and emotionally

resident, not just clinically accurate?

391

Is your contact process

ridiculously simple?

392

And is there anything you could

do to make it even simpler?

393

Do you feel confident when

you get on a consult call?

394

Because that's the final

step of conversion.

395

It's one thing for them

to reach out to you.

396

It's another for them to

become a paying client.

397

So are you showing up to

those with confidence?

398

You would be surprised how many clients

drop off simply because they're confused.

399

They don't quite know what to do, they

don't quite connect with you, or they

400

just had a better consult experience or

website experience with someone else.

401

That's where.

402

We have opportunity for

improving conversion.

403

So here's a couple actions to take.

404

If you feel like conversion is your weak

spot, I want you to ask two to three non

405

therapist friends to review your website.

406

So send it out to folks who are not

therapists, people that you trust

407

will give you honest feedback.

408

Can they immediately tell who

you help and how to reach you?

409

Then walk through your own site.

410

Is the contact process clear?

411

Is the form simple and easy to fill out?

412

Are you actually making people

want to reach out or are you

413

putting up unintentional barriers

that prevent them from doing so?

414

Next, consider practicing consult

calls with a colleague, especially

415

when it comes to how you talk about

your work, how you respond when

416

someone says, I'll think about it.

417

It when you state your

fees, practice those things.

418

Don't just expect them to roll off the

tongue if you've never done it before.

419

And finally, revisit your copy.

420

Revisit the words that you're using.

421

Are you using real life examples,

emotionally clear language, or is it just

422

caught in that clinical jargon that's a

total turnoff to your RightFit clients?

423

This is often the part that feels the

most uncomfortable for therapists.

424

So if I've suggested these next

steps to you and you feel a little

425

icky you're not alone in that.

426

But this can also be a really,

really powerful place to grow

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and improve your marketing.

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Because it's here that

we start to create those.

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I read your website and I know

you're the therapist for me.

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I heard about you and I can tell that

you're exactly who I've been looking for.

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Your directory jumped off the page at me.

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It's where we start

creating those experiences.

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So there you have it.

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Visibility, consistency, conversion.

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I threw a lot at you here in this

episode, and I'm going to include

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in the show notes a link to just

an easy Google doc that includes.

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Each of these questions and action steps

to consider for each of these areas.

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This is what I want you to do first

as we look ahead to the summer, as we

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consider the fact that your calendar

might be a little bit quieter and there

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might be a little bit more margin.

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I want you to know what to do with that

time because you completed this audit and

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because you identified which opportunities

exist for you, and then started

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plotting what your next steps can be.

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Maybe one has already jumped out at you

and you know where you need to focus.

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Maybe it hasn't yet, and you need to

work through these questions, but this

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is a moment to actually start taking

action and to plot your next steps

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through this summer so that you're not

spinning in that indecision and you're

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not looking back at the hour between

sessions and wondering where it went.

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You can be so much more intentional,

so much more effective with this

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time, and ultimately leave this summer

so much more proud and with so much

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more momentum in your marketing.

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Remember, clarity doesn't come

from thinking harder about things.

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It comes from doing.

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So before we move into the final

challenge for this episode,

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here's what I want you to do.

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Go back through the three categories,

visibility, consistency, conversion,

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and ask yourself honestly, which of

these feels the weakest right now?

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Where might you be leaking

the most potential?

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And what might have been sitting on

your mental to-do list for way too long?

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Remember, you're not writing

a whole business plan here.

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You're just spotting the gap,

the most immediate opportunity.

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So once you know which of these

categories is your focus, you'll

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be able to take the next step.

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If visibility is the gap, then your

next step might be reaching out to

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referral sources or starting to get

creative about getting traffic to your

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website so people know that you exist.

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If consistency is where you're falling

short, then your next move might be

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blocking time and sticking to that

small, repeatable action each week.

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If it's conversion, that's really your

weakness right now, then your move is

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likely updating copy, simplifying your

contact process, practicing consults.

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Remember, you don't need to

tackle all three right now.

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Just commit right now to one.

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Because when you know what to focus

on, you can stop spinning and start

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actually getting some real traction here.

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So that's where we land today,

this first episode of our

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Slaying the Summer Slump series.

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You do not need to fix

everything this summer.

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You do not need a flawless plan

or a 10 point strategy, but you

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do need to start where you are.

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You do need to identify what needs

to happen so you can stop spinning.

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Before we wrap up, here's

your weekly challenge.

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Something small that you can do right

now to really start shifting your

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energy and your momentum forward.

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Complete the audit, so

take 10 to 15 minutes.

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Use the Google Doc linked in the

show notes to reflect really honestly

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on these three areas, visibility,

consistency, conversion, and identify

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the one that needs the most attention.

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Then block time on your calendar.

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Even if consistency wasn't your

weak point, I want you for the next

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month at least, to choose a day

and time to work on your marketing.

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Treat it like a client session,

protect it, show up for it, take it

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seriously, because that small pocket

of time can genuinely be the moment

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that you start changing things.

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Next week we're gonna

zoom in even further.

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We're gonna talk about how to reconnect

with your authentic clinician and how

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to get really clear on what you actually

want your practice to look like so

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that your marketing can reflect it.

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But for now, I want you to take a breath.

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Be proud that you're showing up,

that you're here, that you're

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thinking, that you're noticing,

and then let this be the month, the

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season when things finally start to

click and you start taking action.

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You've got this, and

I'll see you next week.