Heart And Profit Podcast.
Can social media actually fill your private practice?
I have about 9,000 followers on LinkedIn. I was more profitable when I had 3,000. Meanwhile I know therapists sitting at 300 followers with a steady flow of clients coming off their social media. So followers are not income, and that is where most of the advice about this falls apart. This episode is the honest version. Not "post consistently and clients will come," because that formula may or may not work for your practice, and it is definitely not the emergency lever you pull in a slow month. Social media is a long game that builds visibility and legacy, and it only works if you actually decide to learn the skill. I also spend a big chunk of this one on the part almost nobody covers, which is what therapists specifically can and cannot do out there. Coaches and consultants can go back and forth in the DMs until the cows come home. You cannot. In this episode: Why followers, likes, and views are the wrong scoreboard, and the metric that actually matters that you will never be able to track Content creation is a learnable skill, not a personality trait. What to do if charisma on camera is not your thing The perspective shift that changes everything: from "I need clients from social media" to "what does my prospective client need to hear right now" The three content pillars for a private practice: psychoeducation, reasonable self disclosure, and behind the scenes, plus what behind the scenes can even mean when you cannot show your clients Why your addressable market is your state, or just your city if you are in person, and how local visibility actually works Interest based media, and why posting about IFS, or hypnosis, or honestly anime, can bring you the right person Mapping your content to where the client actually is: problem unaware, ambivalent, or ready to book today The ethics section. No consultations in the DMs. No clinical advice over direct message. Dual relationships. Why NAADAC bothers to define what a "friend" is, and whether you should be deleting clients who follow you The sentence that should make you nervous: if something goes wrong clinically, your DMs get read in a courtroom Two platforms most therapists sleep on, and why one of them is good for clients while the other is better for building a referral pipeline with other providers If you are brand new: pick one platform, and the one thing it has to have before you post anything A note on where this comes from. I trained as a clinical psychologist in Moscow and built a private practice there. Then I moved to the US, worked in social services, and pivoted into tech, where I started making content in 2017 purely to get recruiters to notice me. The videos were boring. They worked. Three or four years of that content later became the leverage that filled my coaching business. I am not a social media influencer and I will not teach you to be one. But I have made money from social media, and this year I opened my own private practice as a Washington State Registered Hypnotherapist, so I am running these decisions in real time alongside you. If you want to work out how social media specifically fits into your practice, or you are just starting out as a solo practitioner, book a 90 minute consultation with me. It's $350 and I give you everything I know. Book here: https://calendly.com/eugene-berezin/consultation Send me your questions on Instagram or LinkedIn and I'll answer them directly or make a whole episode about them. lifepathtc.com Instagram: @eugene.berezin LinkedIn: linkedin.com/in/eugene-berezin
