If marketing your practice feels like throwing spaghetti at the wall—and you’re not sure what’s actually working—you’re not alone. In this episode, I walk you through how to stop relying on vague feelings (like “it’s been quiet lately”) and start making confident, evidence-based decisions about your private practice.

We’re talking about measuring success in a way that feels both grounded and empowering—no mega spreadsheets required. You’ll learn how to track what really matters, celebrate small but meaningful wins, and set process-driven goals that create actual momentum—not just pressure to perform. Whether your caseload is full or you’re building from the ground up, this episode will help you step into your role as the CEO of your practice.

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

1️⃣ Why therapists often track the wrong things—or nothing at all—and how that creates burnout, self-doubt, and marketing confusion

2️⃣ The essential metrics that actually tell you whether your marketing is working (hint: it’s not just about getting more clients!)

3️⃣ How to set process-based goals that build real momentum—without tying your worth to outcomes you can’t control

Resources & Links Mentioned:

• The Walker Strategy Co website: walkerstrategyco.com
• Confident Copy: walkerstrategyco.com/cc
• PsychToday Success Pack: walkerstrategyco.com/ptsp

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.

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Hey, welcome back to

Marketing Therapy, episode 14.

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Today's episode is one that honestly,

I think we all need from time to time,

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especially if you're in one of those

seasons where you feel like things

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are slow, or maybe you're not making

as much progress as you should be.

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Maybe you're busy shoulding

yourself, as I'm sure you find

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your clients doing sometimes too.

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One thing I've seen again and again in my

work with thousands of therapists now is

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when we're not clear on what to measure,

we default to really vague feelings.

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And this isn't actually something

I've only seen in the therapists

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it's something I see in myself too.

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It's been quiet.

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It doesn't feel like this is working.

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I probably need to do more.

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And these feelings, they're

real, they're valid, but they

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don't really get us anywhere.

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When instead, you do know what

to measure, you don't have

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to default to those feelings.

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You have a level of clarity and

direction about whether you are

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building momentum or simply spinning

your reels if those feelings are real.

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Or quite frankly, if they're not.

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So that's what we're gonna be talking

about today, not in a mega spreadsheet

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and obsess over it kind of way, and

also not in a woowoo manifest it

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and it will come kind of way either.

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We are gonna talk about

what's worth celebrating.

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This isn't gonna be all numbers and

data and spreadsheets, but I wanna

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give you a really practical lens

for how to measure your progress in

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private practice the way a CEO would.

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Because you are the CEO of your practice,

and the sooner you step into that role,

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the sooner you can get rid of those vague

feelings and actually make decisions

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about your practice and view your practice

from a more sustainable and safe and way.

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Because marketing takes effort.

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No doubt about it.

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It takes time.

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And because of that, it almost never

gives you immediate feedback, which is one

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of the most frustrating parts about it.

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So if all you're doing is

measuring outcomes, did I

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get a new client this week?

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Or is my caseload full?

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Yet?

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You're missing all of the other

signals, the leading indicators that

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actually show you your marketing is

working and you should keep going.

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This is what I help my

clients and students do.

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Is look at real data, real numbers.

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What's it actually showing us?

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Where's the evidence?

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Not just to feel better, but also to make

smarter decisions about their practices.

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So if you're in that in-between space

right now, where things are moving and

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you're doing things, but they're not

quite landing, or maybe you're just

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ready to be more intentional about

your growth and about your success.

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This episode will be really

helpful for you Today we're

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gonna do a couple of things.

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We're gonna talk about what metrics

actually matter for therapists.

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Some do, some don't.

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We're gonna talk about setting

goals that actually create momentum,

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not just pressure to perform.

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There is a difference, and how to start

thinking about your business like a

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strategic and clear-eyed practice owner.

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Okay, let's get into it.

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I wanna start with where most

therapists are when it comes to

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tracking progress in their marketing.

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And if I had to sum that up into one

sentence, they are usually tracking

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the wrong things or nothing at all.

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And quite frankly, neither of

those sets you up to grow with

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confidence over the long term.

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Let's talk about that first group.

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The therapists who are

tracking absolutely nothing.

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This is so common, especially if you're

not super numbers driven by nature.

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I personally love a spreadsheet.

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Not everyone does.

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You probably know whether you're getting

new clients or not, and you probably know

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whether your caseload feels full enough.

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But beyond that, there's no

data, there's no systems.

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And so those therapists end up

relying on those vague feelings.

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Again, it feels quiet this month.

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I don't think my Psychology

Today profile is working.

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It seems like networking isn't bringing

in any clients, but those feelings

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are often based on the mood you're in.

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The last conversation you had, whether

you got a new inquiry this week or

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not, and I say this with all the love

in my heart, feelings aren't strategy.

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What you feel is happening in your

marketing is almost never the full story.

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Sometimes it's flat out wrong.

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I've had therapists tell me their

website, quote unquote, isn't working,

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and when we pulled their data, we

saw that their site traffic had

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actually doubled in the last 60 days.

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The real problem was that they weren't

tracking where their inquiries were

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coming from, so they actually had no

idea that their site was doing its job.

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When you don't track, you end up relying

on gut instinct and gut instinct.

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In marketing, especially if you're

feeling a little stressed or your

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caseload isn't where you want, it is

almost always going to lean negative.

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Your brain will say, it's not working.

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Do more.

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It's not working.

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Try something else.

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And that is how you end

up spinning your wheels.

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You might post on Instagram

five times this week.

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Not because that's actually a good

strategy for you, but because you're

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trying to feel better about your

progress, you might start rewriting

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your entire website, not because

the data says it's not working, but

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because you're uncomfortable waiting

for your current strategy to land.

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So tracking nothing leads to

decisions based on emotion, not

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evidence, and that is a dangerous.

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Space to be in, especially

over the long term.

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But then let's look at the other extreme.

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Tracking everything without actually

knowing what it means, without

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knowing how to analyze that data.

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This happens a lot.

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You might have Google Analytics

connected, or you have your kinda your

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Squarespace or your Wix dashboard open

and you see numbers like site sessions

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or bounce rate or traffic sources.

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But the question in your

head is always, is that good?

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Is that bad?

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Should it be higher?

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Should I panic?

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I read that my bounce rate

should be 10% and minus 60.

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I actually talked to a clinician who said

that last week, should I just keep going?

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What do I do with all this information?

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And because no one ever explained

what those numbers actually tell

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you, you do one of two things.

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You either ignore them.

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Or you hyperfocus on random ones

without really understanding the story.

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I've seen many people post in our

get booked out Facebook community

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saying my bounce rate is really

high and I can't figure out why.

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And the bounce rate is a good number

to track, but often if I were to

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actually sit down with that clinician

is not the most important thing to

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be looking at, and certainly not

something to be obsessing over.

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You might notice that your site traffic

went down this week and immediately start

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to spiral when in fact fluctuations are

so normal and you're not looking at a

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big enough window of time to actually

get a meaningful analysis there.

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Or you might see that Instagram

got you five site clicks.

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And you think, oh, okay, okay,

I'll post more on Instagram.

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But those five clicks probably aren't

moving the needle in your practice.

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But you don't know that because you're

not looking at the right benchmarks.

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Can you see what's happening here?

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So you have this

information in front of you.

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It's not that you're burying your head

in the sand when it comes to the data,

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but you don't know what to do with what

you see this kind of over tracking.

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Often leads to what I call

comfort zone marketing.

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Doubling down on things that feel

productive, that give you that little

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dopamine, hit the social post, or

changing the color of your website

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buttons because they're easy, even

if they're not driving real results.

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This can lead to, in the

meantime, ignoring bigger picture

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activities, improving your SEO.

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Optimizing your site today profile,

reaching out to a new networking contact

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because those things feel harder and

you can't see the payoff right away.

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Like I said, marketing most often

doesn't give you immediate feedback,

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and so that's how you can end up on

this hamster wheel of doing, doing,

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doing things that aren't actually moving

you forward because they feel good.

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They feel productive.

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But when we look at the numbers, they

actually aren't pushing you forward.

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Now, I wanna be really clear that

if you find yourself in one of these

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traps I've talked about here, not

knowing anything about your numbers,

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or randomly tracking a couple of

different things, this isn't your fault.

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Therapists are not taught what to track.

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You probably have never taken a marketing

class or a website analytics course.

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That's okay.

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And sometimes even the people who

are trying to teach you marketing

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sometimes don't explain what those

numbers actually mean for you.

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That's a really big gap.

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I see.

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It's why so many therapists,

either one, abandon their marketing

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strategies too soon because

they think they're not working.

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This happens all the time.

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Two, they waste time on things

that feel busy, but don't actually

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move them toward their goals.

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Or three, they stay stuck in this

cycle of I should do more without

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any sort of clear direction.

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The numbers can actually liberate

you from those cycles, but you

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don't have to track everything.

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I want that to be clear, and today

we're gonna be talking more about

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what you should be looking at.

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You don't need to be a numbers nerd,

you don't need to love spreadsheets

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like I do, but you do need to track

the right things when you do that.

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When you focus on the handful of

metrics that actually tell you

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whether your marketing is working,

you can start making decisions from

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a place of clarity, not anxiety.

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You can say things like, my Psychology

Today profile is getting clicks, but those

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clicks aren't turning into inquiries.

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Let me focus on tightening

my profile copy or.

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I can see that my website is

getting consistent traffic, but

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not enough people are converting.

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Maybe I need to revisit the experience

on my website or my caseload feels light

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right now, but my revenue is solid.

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I'm meeting my take home pay

goals, so I don't need to panic.

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I just need to stay the course

those statements are a CEO mindset.

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Not about perfection, not about

watching every single number like a

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hawk, but knowing what you need to

measure so that you can make smart and

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aligned decisions for your practice.

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So what should you actually track?

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What metrics actually matter?

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That's what we're gonna dive into here.

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I'm gonna break this down step by

step, both the quantitative, so the

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things that you can quantify, numbers.

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Data you need to know and the qualitative,

the quality signals that tell you

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your marketing is starting to click.

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Before we get into this list of metrics,

I want to zoom out and remind you

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again, you are the CEO of your practice.

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You don't have to be a full

on data analyst, but if you

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want to grow with intention.

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If you want to stop second guessing

yourself at every turn, then you need to

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think like a CEO, and that will start with

tracking the right numbers on a regular

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basis, not obsessively, but consistently.

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So first are those quantitative metrics.

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These are the hard numbers.

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These are your basic

performance indicators, okay?

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The things that you should be

checking monthly to know whether

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your marketing is working.

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The first is your website traffic.

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Your website is hands down

bar none in this market.

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Your number one marketing tool,

it is your marketing engine.

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It is what we call your conversion system.

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And in order to work it needs visitors.

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It needs eyeballs on

that website to convert.

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Now, I wish that I could tell you if

you hit this number of monthly visits

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per month, your practice will be full.

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Unfortunately, it doesn't work that way.

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A good baseline for most solo

practices to work toward is at

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least 150 to 200 visits per month.

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I had a therapist come to me who

was so discouraged in her marketing.

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She had spent so much time on

her website, and then when we

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looked at her analytics, she was

getting south of 50 visits a month.

222

00:13:39,820 --> 00:13:44,890

We're talking 20, 30 visits a

month, that simply isn't enough

223

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traffic for you to be converting

and generating regular referrals.

224

00:13:51,450 --> 00:13:55,980

So if you're under that baseline,

then you don't necessarily

225

00:13:55,980 --> 00:13:57,570

have a conversion problem yet.

226

00:13:57,720 --> 00:14:00,590

We don't necessarily need to

be pouring more time money

227

00:14:00,590 --> 00:14:02,360

or energy into your website.

228

00:14:02,600 --> 00:14:04,610

This is a visibility issue.

229

00:14:05,270 --> 00:14:09,410

And so that can tell you based on the

data that you need to work on getting

230

00:14:09,410 --> 00:14:16,150

found, SEO directories, networking, social

media, whatever that might be for you.

231

00:14:17,850 --> 00:14:20,700

The next thing to be tracking

are your traffic sources.

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00:14:21,270 --> 00:14:26,070

How are people actually finding you

inside your analytics, whether you are on

233

00:14:26,070 --> 00:14:28,200

Squarespace or Wix or Google Analytics.

234

00:14:28,875 --> 00:14:32,745

You'll see a breakdown of things like

search traffic, so that's people coming

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00:14:32,745 --> 00:14:37,785

to you organically through things like

Google direct traffic, where they actually

236

00:14:37,785 --> 00:14:41,685

typed in your URL referral traffic.

237

00:14:41,715 --> 00:14:46,625

That's if you were listed on your

local business bureau, for instance,

238

00:14:46,805 --> 00:14:49,115

or you guess posted on a friend's blog.

239

00:14:49,175 --> 00:14:52,385

That would be a referral link, so

you were listed on another website.

240

00:14:52,835 --> 00:14:54,905

Then there's social media,

if you're active on social

241

00:14:54,905 --> 00:14:56,170

media, Facebook, Instagram.

242

00:14:57,870 --> 00:15:01,290

This data is gonna tell you which

channels are actually working.

243

00:15:02,760 --> 00:15:07,470

For example, if Instagram is sending

you four visitors per month, but

244

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Google is sending you 60, that is data.

245

00:15:12,620 --> 00:15:16,160

That's clarity that tells you where

you should continue investing.

246

00:15:17,860 --> 00:15:21,820

The next hard number to be tracking

are your contact form submissions.

247

00:15:22,300 --> 00:15:25,360

Or just number of inquiries, people

reaching out to you, whether that's

248

00:15:25,420 --> 00:15:30,160

text, email, contact form on your

website, and that one's simple.

249

00:15:30,160 --> 00:15:34,210

How many people are asking you for

a consult or a first appointment?

250

00:15:35,910 --> 00:15:37,590

Track that on a monthly basis.

251

00:15:38,880 --> 00:15:41,550

Make sure that you know how many

people are reaching out to you.

252

00:15:42,570 --> 00:15:46,410

From there, the next number that we'll

look at is called your conversion rate.

253

00:15:46,890 --> 00:15:49,500

So out of all the people

who reach out to you.

254

00:15:49,785 --> 00:15:51,795

How many are becoming paying clients?

255

00:15:53,385 --> 00:15:58,575

This is often overlooked, but it does

tell us if your website and your consult

256

00:15:58,575 --> 00:16:02,265

process, especially if you offer a

free consultation, are doing their job.

257

00:16:03,525 --> 00:16:07,965

If you are getting 10 inquiries a

month, but only converting one or two,

258

00:16:08,295 --> 00:16:10,035

your problem might not be visibility.

259

00:16:10,035 --> 00:16:12,525

That's a sufficient number of inquiries.

260

00:16:12,885 --> 00:16:17,955

It might be a fit or clarity or consult

challenge that we need to address.

261

00:16:19,245 --> 00:16:21,855

So that conversion rate is

really helpful because ultimately

262

00:16:21,855 --> 00:16:23,325

you can reverse engineer.

263

00:16:23,565 --> 00:16:26,655

If you know that you're gonna convert

50% of the people that reach out to

264

00:16:26,655 --> 00:16:32,535

you, then the number of clients you

need this month is simply a factor

265

00:16:32,625 --> 00:16:33,945

of how many people reach out to you

266

00:16:35,645 --> 00:16:40,745

today, psych, today's dashboard is a

little bit archaic, but you still can

267

00:16:40,745 --> 00:16:42,455

get some really helpful data there.

268

00:16:42,535 --> 00:16:45,265

If you use our site, today's

success pack, or you are a student

269

00:16:45,265 --> 00:16:48,535

in one of our programs, then you

have access to our data tracker.

270

00:16:49,195 --> 00:16:53,965

But you're gonna get things like

profile views, clicks to your website,

271

00:16:55,285 --> 00:16:57,295

emails sent, things like that.

272

00:16:57,295 --> 00:17:00,145

And this is ultimately a gold

mine of data, especially if

273

00:17:00,145 --> 00:17:01,495

you know how to parse it out.

274

00:17:01,885 --> 00:17:03,625

And most therapists just

completely ignore it.

275

00:17:05,325 --> 00:17:09,855

So this is where you can identify

really easy places to improve your

276

00:17:09,855 --> 00:17:13,845

visibility with relatively little

effort if you're paying attention.

277

00:17:15,545 --> 00:17:19,045

And then the final quantitative

metric I recommend keeping an eye

278

00:17:19,045 --> 00:17:23,280

on is your monthly revenue, your

take home pay your tax set aside.

279

00:17:24,329 --> 00:17:27,220

The, there's a lot of numbers in there,

but I'm including this in a single

280

00:17:27,220 --> 00:17:31,390

category related to your financial health.

281

00:17:32,230 --> 00:17:34,180

So it's not directly tied to marketing.

282

00:17:34,180 --> 00:17:39,340

It's not necessarily a marketing metric,

but it is very, very critical context.

283

00:17:40,150 --> 00:17:42,520

You need to know things like,

what did I earn this month?

284

00:17:43,390 --> 00:17:46,090

Did I meet my minimum take home needs?

285

00:17:46,600 --> 00:17:48,760

Am I setting aside

appropriately for taxes?

286

00:17:50,460 --> 00:17:54,510

Because you could have a month where

client inquiries, quote unquote, feel a

287

00:17:54,510 --> 00:17:57,570

little slow, but your revenue is fine.

288

00:17:58,290 --> 00:18:05,120

You hit your income goal, you paid your

bills, you're financially secure, and

289

00:18:05,120 --> 00:18:08,600

if you're only tracking the marketing

related activity and ignoring that

290

00:18:08,600 --> 00:18:12,650

money side, then you might assume

something's wrong when actually your

291

00:18:12,650 --> 00:18:14,510

business could be doing just fine.

292

00:18:15,410 --> 00:18:17,540

So make sure you don't leave

that part out of the equation.

293

00:18:19,240 --> 00:18:21,010

All right, so those are the hard numbers.

294

00:18:21,850 --> 00:18:27,310

Again, I mentioned website traffic,

traffic sources, contact form,

295

00:18:27,310 --> 00:18:33,310

submissions or inquiries, conversion

rate, psych today, data, and then

296

00:18:33,310 --> 00:18:36,910

your financial numbers, revenue

take, home pay, things like that.

297

00:18:38,350 --> 00:18:40,990

Now, let's move into qualitative metrics.

298

00:18:40,990 --> 00:18:45,070

These are the soft signals

that still matter so much.

299

00:18:45,430 --> 00:18:47,980

These aren't necessarily gonna

show up on a dashboard, okay?

300

00:18:47,980 --> 00:18:51,460

We're not gonna be putting these

into a spreadsheet, but these tell

301

00:18:51,460 --> 00:18:53,200

you if your marketing is working.

302

00:18:54,900 --> 00:18:59,040

These are often the ones that

therapists ignore, but they actually

303

00:18:59,040 --> 00:19:02,600

are some of the most important

indicators of your future success.

304

00:19:03,380 --> 00:19:08,630

Here are a few to consider consults

feeling easier and more aligned.

305

00:19:10,175 --> 00:19:13,865

If your consult calls are feeling

smoother, more natural, more values

306

00:19:13,865 --> 00:19:16,205

aligned, that is a huge sign.

307

00:19:16,205 --> 00:19:17,345

Your messaging is working.

308

00:19:18,425 --> 00:19:22,805

I just spoke with a confident copy

graduate who moved on from the program

309

00:19:22,805 --> 00:19:27,995

in May, and when I talked to her in June,

she'd booked six new clients in that

310

00:19:27,995 --> 00:19:30,155

month since we had met most recently.

311

00:19:30,920 --> 00:19:34,640

And she said one of the biggest reasons

she thinks those clients signed on

312

00:19:34,640 --> 00:19:38,870

is because she felt so much more

confident in those consult calls.

313

00:19:39,410 --> 00:19:44,630

That aside from those six new clients,

those consult calls, feeling easier

314

00:19:44,810 --> 00:19:47,780

is a huge indicator of growth.

315

00:19:49,040 --> 00:19:51,920

It tells you that the right people

are showing up to those calls, okay?

316

00:19:51,920 --> 00:19:53,810

So you're attracting the right fit people.

317

00:19:54,440 --> 00:19:59,240

They're already somehow or somewhat

bought in or sold on you in some way.

318

00:19:59,615 --> 00:20:01,565

And you are resonating with them.

319

00:20:01,865 --> 00:20:07,525

Once you have the opportunity to connect

another qualitative metric that really

320

00:20:07,525 --> 00:20:13,225

matters, hearing things like your

site spoke to me or your directory

321

00:20:13,225 --> 00:20:18,355

profile jumped off the page, this

is one of the best signals that your

322

00:20:18,355 --> 00:20:21,505

copy and design are doing their job.

323

00:20:22,465 --> 00:20:23,965

This does not happen by luck.

324

00:20:24,685 --> 00:20:25,285

Believe me.

325

00:20:26,170 --> 00:20:31,840

It is the result of intentional strategy,

of being clear on your niche of really

326

00:20:31,840 --> 00:20:34,630

emotionally resonant and attuned copy.

327

00:20:36,330 --> 00:20:39,330

So when people say this to

you, write it down, frame it,

328

00:20:41,030 --> 00:20:43,520

remember it, measure it, track it.

329

00:20:45,220 --> 00:20:49,870

Another soft signal is just feeling

more confident, sharing your site,

330

00:20:49,870 --> 00:20:52,180

sharing your profile, talking

about the way that you work.

331

00:20:53,880 --> 00:20:56,940

If you've gone from, oh my gosh,

please don't go to my website,

332

00:20:57,480 --> 00:20:59,370

to here's the link, check it out.

333

00:21:00,300 --> 00:21:07,590

That means something that is growth and

that confidence usually translates to

334

00:21:07,590 --> 00:21:12,120

better referrals, stronger inquiries,

more conversions, all the things.

335

00:21:12,300 --> 00:21:16,440

Your level of confidence in

putting yourself out there has

336

00:21:16,440 --> 00:21:19,410

a huge bearing on the results.

337

00:21:19,500 --> 00:21:20,370

On the other side of that.

338

00:21:22,070 --> 00:21:22,640

Another one.

339

00:21:22,640 --> 00:21:24,980

Marketing just feels easier.

340

00:21:25,670 --> 00:21:29,600

I'm not saying it becomes effortless,

but if you are no longer agonizing

341

00:21:29,600 --> 00:21:35,990

over every single blog post or caption

or networking conversation that is

342

00:21:35,990 --> 00:21:39,170

progress, it means you're clearer.

343

00:21:39,500 --> 00:21:43,580

It means your brand and your

voice are starting to settle in.

344

00:21:43,790 --> 00:21:47,570

It means you are stepping into

that role as business owner.

345

00:21:48,395 --> 00:21:49,595

These are all wins.

346

00:21:49,595 --> 00:21:50,555

Worth celebrating.

347

00:21:50,555 --> 00:21:55,235

Again, not gonna show up on a spreadsheet,

but incredibly valuable to your business.

348

00:21:56,935 --> 00:22:02,415

Maybe you've stopped rewriting everything

when you're panicking, if you no longer

349

00:22:02,415 --> 00:22:08,085

get super discouraged and start spiraling

when things slow down, as subtle as that

350

00:22:08,085 --> 00:22:14,475

might be, it is incredibly important

if you can leave your marketing alone.

351

00:22:15,765 --> 00:22:18,885

And be able to trust it in

those times of uncertainty.

352

00:22:18,885 --> 00:22:19,785

That's huge.

353

00:22:20,265 --> 00:22:21,855

And that is also growth.

354

00:22:23,555 --> 00:22:26,855

Can you see what I mean by these soft

signals, consults, feeling easier,

355

00:22:27,245 --> 00:22:30,965

people telling you that your site

spoke to them, feeling more confident,

356

00:22:30,965 --> 00:22:36,605

sharing that site, sharing about your

work, marketing, just feeling easier,

357

00:22:38,305 --> 00:22:40,735

not responding in a hair on fire.

358

00:22:41,845 --> 00:22:43,195

Five alarm situation.

359

00:22:43,195 --> 00:22:46,015

When things slow down, these all matter.

360

00:22:47,715 --> 00:22:49,905

So now we've talked about

what metrics to track.

361

00:22:50,595 --> 00:22:52,785

Now let's talk about what

to do with that data.

362

00:22:52,785 --> 00:22:55,395

Again, we can have a spreadsheet

with a bunch of numbers.

363

00:22:55,395 --> 00:22:57,075

That doesn't mean we know

what to do with them, right?

364

00:22:57,795 --> 00:22:59,085

Tracking alone isn't enough.

365

00:22:59,985 --> 00:23:03,045

Because data without

direction is just noise.

366

00:23:03,075 --> 00:23:04,155

It's just a lot of numbers.

367

00:23:04,935 --> 00:23:09,315

You have to know how to set

goals that move you forward, both

368

00:23:09,315 --> 00:23:11,775

emotionally and strategically.

369

00:23:13,275 --> 00:23:15,855

And again, I wanna bring this

back to how most therapists are

370

00:23:15,855 --> 00:23:18,645

taught or not taught to set goals.

371

00:23:20,055 --> 00:23:25,545

The default I hear all the time, I

want a full caseload, or I want to

372

00:23:25,545 --> 00:23:26,955

get five new clients this month.

373

00:23:27,780 --> 00:23:30,060

Or I want to be off insurance

by the end of the year.

374

00:23:31,740 --> 00:23:36,480

Those aren't bad goals by any

means, but they're outcome goals.

375

00:23:37,170 --> 00:23:38,160

They're vague.

376

00:23:38,670 --> 00:23:43,470

They're kind of arbitrary, and

they're not within your full control.

377

00:23:45,170 --> 00:23:49,070

It's like saying, I want to lose five

pounds without any plan around what

378

00:23:49,070 --> 00:23:51,740

you're gonna do differently to get there.

379

00:23:52,460 --> 00:23:54,350

It's a goal without a system.

380

00:23:56,050 --> 00:24:00,280

So what you need instead, especially if

you wanna start operating like a CEO,

381

00:24:00,730 --> 00:24:02,860

are what we call process driven goals.

382

00:24:03,340 --> 00:24:08,530

Goals that focus on the

inputs, not just the outcomes.

383

00:24:09,730 --> 00:24:13,450

Goals that help you build

momentum, not just weight around.

384

00:24:13,450 --> 00:24:15,460

Hoping for a client inquiry to land.

385

00:24:17,160 --> 00:24:19,470

I am doing something right now

that I've never done before.

386

00:24:19,470 --> 00:24:23,760

Folks that graduated from Confident

Copy after joining in January.

387

00:24:24,540 --> 00:24:28,370

Got a special bonus that I've never

offered before, called an accountability

388

00:24:28,370 --> 00:24:29,750

group, a marketing accountability group.

389

00:24:29,930 --> 00:24:34,850

So for the next six months, we're coming

together each month to track their

390

00:24:34,850 --> 00:24:38,540

data and to set goals based on what

they're learning, to set intentions

391

00:24:38,540 --> 00:24:41,745

to be held accountable and to make

forward progress in their marketing.

392

00:24:42,755 --> 00:24:47,040

And in this group, we're not saying things

like, go get three new clients this month.

393

00:24:47,910 --> 00:24:52,200

We're saying things like, I'm gonna aim

to hit a hundred site visits this month.

394

00:24:53,115 --> 00:24:58,455

Or I'm going to reach out to three

new referral contacts, or I'm going

395

00:24:58,455 --> 00:25:02,445

to publish a new Psychology Today

video that I've been putting off.

396

00:25:03,585 --> 00:25:07,845

Or I'm going to write two new blog

posts aligned with my specialties.

397

00:25:09,545 --> 00:25:13,865

Can you see how these goals are different

than getting three new clients this month?

398

00:25:14,585 --> 00:25:16,715

There are goals you can actually act on.

399

00:25:17,405 --> 00:25:18,395

They are measurable.

400

00:25:18,455 --> 00:25:20,405

They're 100% in your control.

401

00:25:20,405 --> 00:25:22,775

It is within your control

whether or not you reach out

402

00:25:22,775 --> 00:25:24,425

to three new referral contacts.

403

00:25:24,575 --> 00:25:29,075

It is not necessarily within your control

to get three new clients this month.

404

00:25:29,075 --> 00:25:29,975

Do you see the difference?

405

00:25:30,455 --> 00:25:35,045

When done consistently, these things

are going to lead to the outcomes

406

00:25:35,045 --> 00:25:38,525

that you want, but you've been able

to focus and commit to things that

407

00:25:38,525 --> 00:25:44,095

are actually within your control

when you set outcome only goals.

408

00:25:44,800 --> 00:25:46,990

Every single week feels

like a pass or fail.

409

00:25:47,830 --> 00:25:49,900

Either someone reached out or they didn't.

410

00:25:50,350 --> 00:25:54,550

You either booked a new client

or you didn't, and that creates

411

00:25:54,550 --> 00:26:01,000

pressure and inconsistency and above

all, a whole lot of discouragement.

412

00:26:02,590 --> 00:26:03,520

Have you been there before?

413

00:26:04,720 --> 00:26:08,320

When you set process-based goals

instead, then you build a rhythm.

414

00:26:08,710 --> 00:26:12,430

You get to say, I did what

I said I do this week.

415

00:26:13,240 --> 00:26:16,870

Even if no one reached out

yet, you are laying bricks.

416

00:26:17,170 --> 00:26:19,240

You are creating a foundation.

417

00:26:19,240 --> 00:26:20,860

You are building momentum.

418

00:26:22,560 --> 00:26:26,070

Now, you don't have to hit every single

goal every single week to see progress.

419

00:26:26,070 --> 00:26:26,850

Of course not.

420

00:26:27,150 --> 00:26:29,190

Life happens, energy fluctuates.

421

00:26:29,550 --> 00:26:35,220

But having a plan, having intentional

actions is what separates the

422

00:26:35,220 --> 00:26:37,020

therapist who slowly drift.

423

00:26:37,665 --> 00:26:40,905

Through their practice, just kind

of at the mercy of the ebbs and the

424

00:26:40,905 --> 00:26:45,975

flows from the ones who are actually

building something proactively that

425

00:26:45,975 --> 00:26:48,105

is sustainable in the long term.

426

00:26:49,805 --> 00:26:52,145

Maybe you're sitting here realizing

you've sort of been treating your

427

00:26:52,145 --> 00:26:55,835

business like a side project,

reacting and pouring into it.

428

00:26:55,835 --> 00:26:58,925

Only when you have time or

energy, and that's okay.

429

00:26:59,225 --> 00:27:00,245

That's quite normal.

430

00:27:01,025 --> 00:27:03,365

But if you want to different results.

431

00:27:03,890 --> 00:27:06,770

You're gonna have to start

treating your business differently.

432

00:27:08,470 --> 00:27:14,050

Not in a hussy, overworked, grind culture

kind of way, but in a very clear and

433

00:27:14,050 --> 00:27:16,090

grounded and strategic kind of way.

434

00:27:17,790 --> 00:27:20,010

If it's helpful, here's

a framework you can use.

435

00:27:21,710 --> 00:27:24,688

One, choose an outcome goal . Okay?

436

00:27:24,898 --> 00:27:26,638

What do you want to see happen?

437

00:27:26,638 --> 00:27:29,848

Maybe you want to increase

your Google rankings.

438

00:27:31,548 --> 00:27:34,638

Two, choose a metrics that

metric that you're going to

439

00:27:34,638 --> 00:27:36,978

track to determine if that works.

440

00:27:36,978 --> 00:27:40,638

So maybe that is your traffic

to your website from Google.

441

00:27:42,338 --> 00:27:43,058

Three.

442

00:27:44,758 --> 00:27:50,308

Commit to a process driven goal, something

that is within your control that you can

443

00:27:50,308 --> 00:27:58,148

do to ultimately reach that goal, and

then four, share that goal with someone.

444

00:27:59,498 --> 00:28:03,728

Studies show you that you are

65% more likely to follow through

445

00:28:03,728 --> 00:28:05,018

on a goal if you share it.

446

00:28:05,978 --> 00:28:09,158

That's why I think this confident Copy

group is gonna be especially powerful.

447

00:28:09,698 --> 00:28:13,808

Because there is accountability and

community and really gentle support here.

448

00:28:15,508 --> 00:28:20,518

So here's what a CEO goal could

sound like in this scenario.

449

00:28:22,218 --> 00:28:23,448

I want to increase.

450

00:28:24,963 --> 00:28:25,923

My Google rankings.

451

00:28:25,953 --> 00:28:34,669

So that's the outcome goal . So I'm going

to add a new specialty page, write four

452

00:28:34,854 --> 00:28:39,873

blog posts . Those are the process driven

goals, the things that you are committing

453

00:28:39,873 --> 00:28:45,187

to, and then track whether my traffic

increases over the next four months

454

00:28:46,088 --> 00:28:47,837

. That's the metric that we're gonna track.

455

00:28:48,287 --> 00:28:49,337

So we've set a goal.

456

00:28:50,522 --> 00:28:54,932

We've set process driven goals

or intentions, and then a

457

00:28:54,932 --> 00:28:58,022

metrics that's going to tell us

did we get closer to that goal?

458

00:28:59,722 --> 00:29:03,382

That is a smart and strategic

and actionable plan.

459

00:29:03,922 --> 00:29:08,332

Not a vague wish for clients, not to

a blind guess or a shot in the dark.

460

00:29:08,692 --> 00:29:12,622

It's something you can do and

something you can evaluate.

461

00:29:13,042 --> 00:29:14,062

Did it work?

462

00:29:14,992 --> 00:29:17,482

The metrics will tell

us that is what we want.

463

00:29:19,182 --> 00:29:22,932

The final thing I wanna leave you with

here is what I call A CEO Check-in.

464

00:29:22,932 --> 00:29:24,167

This is something I do in my own business.

465

00:29:25,867 --> 00:29:30,997

Remember, the goal of this episode is

empowering you to step into your role as

466

00:29:30,997 --> 00:29:36,247

the leader of your business, not just the

therapist in the chair, but the CEO, the

467

00:29:36,247 --> 00:29:38,587

one with a plan, the one with perspective.

468

00:29:38,617 --> 00:29:39,097

Okay?

469

00:29:40,147 --> 00:29:42,577

Every month I sit down, I

do a really simple exercise

470

00:29:42,577 --> 00:29:44,047

that I call the CEO snapshot.

471

00:29:44,407 --> 00:29:45,727

It's not a full-blown report.

472

00:29:45,727 --> 00:29:51,337

I'm not spending hours in spreadsheets or

clicking around into different platforms.

473

00:29:51,877 --> 00:29:52,627

It's a check-in.

474

00:29:53,047 --> 00:29:56,437

Where I ask myself, what

worked this month, what didn't?

475

00:29:57,877 --> 00:30:02,137

What surprised me in a good or a bad

way, and what am I focused on next?

476

00:30:03,637 --> 00:30:05,917

Sometimes that reflection

takes me five minutes.

477

00:30:05,947 --> 00:30:09,547

Sometimes I'll journal on it a little

longer if it was a month where I feel

478

00:30:09,547 --> 00:30:13,717

like I really grew or learned a lot,

but it always gives me a little bit of

479

00:30:13,717 --> 00:30:18,307

clarity and it keeps me from getting

caught in the weeds of, is this working

480

00:30:18,307 --> 00:30:21,307

or do I need to, you know, burn it all

down and work at Starbucks kind of thing.

481

00:30:22,087 --> 00:30:24,457

If something is working, I

know to double down on it.

482

00:30:24,877 --> 00:30:28,597

If it's not, then I can identify

where to, I need to make some

483

00:30:28,597 --> 00:30:32,917

small changes 'cause it's likely

not a full overhaul that's needed.

484

00:30:34,357 --> 00:30:36,967

You can do the same

thing in your practice.

485

00:30:38,667 --> 00:30:41,757

You do not need to be evaluating

your strategy every single week.

486

00:30:42,177 --> 00:30:44,067

I'll hear from therapists

that they are opening up their

487

00:30:44,067 --> 00:30:46,197

website analytics every day.

488

00:30:47,607 --> 00:30:50,187

Checking your data too

often can actually hurt you.

489

00:30:50,652 --> 00:30:55,212

Because it really short circuits your

ability to gather meaningful data, to zoom

490

00:30:55,212 --> 00:30:57,942

out enough to make CEO level decisions.

491

00:30:58,662 --> 00:31:02,472

So I recommend doing a monthly review

of your metrics and your goals.

492

00:31:02,652 --> 00:31:06,402

So in addition to the CEO

snapshot, what worked this month,

493

00:31:06,402 --> 00:31:08,052

what didn't, what surprised me?

494

00:31:08,322 --> 00:31:09,612

What am I focused on next?

495

00:31:10,302 --> 00:31:15,102

You can also look at your traffic,

your inquiries, your consults and

496

00:31:15,102 --> 00:31:18,192

conversions, your revenue, those

hard numbers we talked about earlier.

497

00:31:18,627 --> 00:31:21,327

And also reflect on how things felt.

498

00:31:23,027 --> 00:31:25,367

Did a consult go more

smoothly than it used to?

499

00:31:26,267 --> 00:31:29,147

Did someone tell you your

website helped them feel hopeful?

500

00:31:30,017 --> 00:31:34,337

Did you feel proud to share your

website link instead of cringing?

501

00:31:36,017 --> 00:31:37,997

Those are not just feel good moments.

502

00:31:38,387 --> 00:31:43,577

They are data just as much as how

many people visited your website or

503

00:31:43,577 --> 00:31:46,067

how many clients you got last month.

504

00:31:47,087 --> 00:31:49,997

And as a CEO, you need to

learn to recognize that

505

00:31:49,997 --> 00:31:52,547

data alongside your numbers.

506

00:31:53,807 --> 00:31:57,167

If you've ever worked with a client in

therapy who's trying to make a big change,

507

00:31:57,377 --> 00:32:00,107

you know that progress often starts small.

508

00:32:01,517 --> 00:32:05,837

So look for those signs of

movement in your own marketing, not

509

00:32:05,837 --> 00:32:07,667

necessarily overnight transformation.

510

00:32:08,867 --> 00:32:11,237

Don't dismiss the soft stuff here, okay?

511

00:32:11,927 --> 00:32:14,597

Don't only look at your bank

account or your calendar.

512

00:32:16,007 --> 00:32:20,447

Make sure that you are also zooming out

and taking that full picture into account.

513

00:32:21,677 --> 00:32:25,367

Then lead your business from that place.

514

00:32:27,067 --> 00:32:28,207

Alright, we talked about a lot today.

515

00:32:28,349 --> 00:32:30,509

If you're still with me,

first of all, you're amazing.

516

00:32:30,509 --> 00:32:31,379

I'm so happy you're here.

517

00:32:31,469 --> 00:32:37,949

And second, this is your invitation to

actually put this into practice because

518

00:32:37,949 --> 00:32:44,009

again, tracking and clarity and strategy,

they're not just about doing business

519

00:32:44,009 --> 00:32:49,769

better, but they are about helping

you feel more calm, more focused, more

520

00:32:49,769 --> 00:32:53,849

safe, more in charge of your own growth.

521

00:32:55,349 --> 00:32:58,679

And that's the energy that I want for

you in this season of your practice.

522

00:32:59,339 --> 00:33:02,099

Whether your caseload is full,

whether you're growing, whether

523

00:33:02,099 --> 00:33:07,739

you're just starting, you deserve

to know what's working, what's worth

524

00:33:07,739 --> 00:33:09,689

doing, and what you can let go of.

525

00:33:11,389 --> 00:33:14,809

So here are a few reflection prompts

as we close out this episode to help

526

00:33:14,809 --> 00:33:17,809

you move from listening to action.

527

00:33:19,509 --> 00:33:23,079

One, what have I done in the last

30 days to move my practice forward?

528

00:33:24,159 --> 00:33:25,149

I don't care if it worked.

529

00:33:25,419 --> 00:33:27,879

I just wanna know what have

you done in the last 30 days

530

00:33:28,209 --> 00:33:29,289

to move your practice forward?

531

00:33:29,619 --> 00:33:30,729

What actions have you taken?

532

00:33:30,729 --> 00:33:31,509

What have you tried?

533

00:33:33,209 --> 00:33:33,689

Two.

534

00:33:34,439 --> 00:33:37,109

Which metrics will I

start tracking this month?

535

00:33:37,529 --> 00:33:41,249

Maybe you're brand new to this, so

you just start tracking a handful.

536

00:33:41,339 --> 00:33:45,689

Maybe that's website traffic, number of

inquiries, number of client conversions.

537

00:33:47,389 --> 00:33:49,489

But which metrics are you

gonna be tracking this month?

538

00:33:51,109 --> 00:33:51,499

Three.

539

00:33:51,499 --> 00:33:56,269

What is one small process driven

goal I can set for the next 30 days?

540

00:33:57,199 --> 00:34:00,379

Remember, this is something within your

control, something that builds toward

541

00:34:00,379 --> 00:34:01,489

the momentum that you're wanting.

542

00:34:03,189 --> 00:34:09,639

Example, I'm going to attend two

in-person marketing events, or I'm going

543

00:34:09,639 --> 00:34:11,799

to update the about page of my website.

544

00:34:13,498 --> 00:34:19,379

Or I'll track my Psychology Today

profile views and test out a new hook.

545

00:34:21,079 --> 00:34:25,009

What is one small and process driven goal

that you can set for the next 30 days?

546

00:34:26,029 --> 00:34:29,029

And then finally, how are you gonna

hold yourself accountable to this goal?

547

00:34:30,289 --> 00:34:34,728

Maybe you wanna text your therapist,

BFF, add a reminder in your calendar,

548

00:34:34,728 --> 00:34:36,109

but hold yourself accountable here.

549

00:34:36,319 --> 00:34:38,599

Move beyond just listening

to this podcast episode.

550

00:34:40,099 --> 00:34:42,349

How are you gonna stay accountable

to that process driven goal?

551

00:34:44,049 --> 00:34:45,998

And I wanna leave you with

this last question too.

552

00:34:47,168 --> 00:34:51,279

What's one quiet win you've had

lately that others might overlook

553

00:34:51,699 --> 00:34:53,529

but that you know matters?

554

00:34:55,228 --> 00:34:58,829

It might be holding a boundary

on your cancellation policy.

555

00:35:00,529 --> 00:35:04,309

It might mean telling a client they

weren't a good fit for you, even though

556

00:35:04,309 --> 00:35:05,839

you have an open spot in your caseload.

557

00:35:07,539 --> 00:35:10,869

It might be publishing the thing that

you've been putting off for months.

558

00:35:12,569 --> 00:35:16,079

It might be finally trusting

that your site doesn't need to be

559

00:35:16,079 --> 00:35:21,509

redone again because it's good,

it's working and so are you.

560

00:35:22,769 --> 00:35:27,989

These things count, and that is what

CEO level growth actually looks like.

561

00:35:29,009 --> 00:35:31,559

It's not always loud,

but it is intentional.

562

00:35:31,859 --> 00:35:32,699

It is clear.

563

00:35:33,059 --> 00:35:36,689

And it's happening even if it feels like

it's only happening in the background.

564

00:35:38,389 --> 00:35:40,999

If you want help figuring out

what's working and what's not.

565

00:35:41,059 --> 00:35:43,909

I've mentioned our Psych Today Success

Pack, which is a wonderful resource

566

00:35:43,909 --> 00:35:46,949

for the Psychology Today platform.

567

00:35:46,949 --> 00:35:50,339

Our Confident Copy programs also

include our Demystify the data

568

00:35:50,339 --> 00:35:53,069

training to teach you how to

understand your website analytics.

569

00:35:54,629 --> 00:35:58,139

Whatever you need here I'll drop the

links to those in the show notes, but

570

00:35:58,199 --> 00:36:03,929

whatever you need to do here, I encourage

you to start tracking and also to start

571

00:36:03,929 --> 00:36:10,439

reflecting so you can start leading like

the therapist, CEO that you already are.

572

00:36:11,189 --> 00:36:12,059

You've got this.

573

00:36:12,329 --> 00:36:13,199

I'm cheering for you.

574

00:36:13,649 --> 00:36:14,669

I'll see you in the next episode.