There’s a moment when a couple starts sharing during your intake session where you either think, “This is the exact couple I want to see” or “How quickly can I refer these people to another therapist?”
No counselor or couple wants a mismatch. But it happens.
Let’s explore why it’s important to have a clear ideal client, how to develop a content strategy to attract your ideal clients, and creative ways to make sure your ideal clients keep coming back and referring their friends.
Why you need a specialty
I often hear therapists say, “I already work with couples, isn’t that enough of a specialty?” In some markets, it may be good enough, but in most, it’s not. Like treating anxiety and depression, it seems that most therapists say, “I help individuals, couples, and families.”
Imagine you found out your partner just had an affair. Would you want someone who helps “individuals, couples, and families” or someone who says, “I help post-affair couples to determine their direction, find healing, and rebuild.”
We intuitively seek out specialists all the time. Whether it’s where we eat, the types of shoes we buy, or just about anything else, we want the product that is exactly what we’re looking for.
The same is true for choosing a couples counselor.
The benefits of specializing
Imagine there is a couples counselor who works with all couples. They are a Certified Gottman Therapist, have built their website, and network like crazy. They will probably stay full.
But, what if they don’t love every type of couple? What if they have a passion for working with couples who have just had their first baby?
That therapist may spend the next ten years focusing on all couples or ten years on one type. Let’s run some typical outcomes.