Tactics & Takeaways from Michelle
There is so much to unpack in this Therapist Spotlight. When we spoke to Michelle earlier in the year, she was in the beginning of transitioning to her own private practice. It was also approaching Mother’s Day, so she was preparing something special for this wonderful time of the year. Let’s look at some of the highlights of our conversation and what tactics and takeaways you might be able to use.
Takeaways
When faced with the unexpected:
“Change and adapt our plans”
When deciding to step outside your comfort zone:
“It takes a lot of courage to go out on your own and do something different”
When things don’t always go as planned:
“The funny thing about making plans is that life really laughs at you when you try to plan everything.”
When deciding to toot your own horn:
“Self-promotion means that when people find me, they also learn what services and products offer.”
When moving beyond your fears:
“Your fear could be preventing someone from having access to what is helpful.”
When building the know-like-trust factor:
“Offer different levels of engagement because some people may not be ready to buy/sign-up when they first meet you.”
When looking at someone that does something similar:
“Collaboration, especially within mental health and wellness, is necessary and so important.”
Tactics
Michelle started www.gmichelle.com a couple of years before branching out to have a practice on her own. This is helpful to her as it gave her online credibility before she went solo as well as gave her a platform to network and build relationships that we likely helpful when she stepped out on her own.
Creating a journal as an extension of her goal to help people also serves a multi-functional purpose with regards to marketing. Let’s look at at least 3 ways it’s beneficial to her marketing strategy.
1- She’s now a published author. Yes, a journal is a published work.
2- The journal is an additional income stream, but it also is a tangible item that can keep her top of mind with those that purchase and use her journal.
3- Michelle mentions that she exhibits and takes advantage of vending opportunities. Having her journal lends to her overall credibility.
Self-promotion tactics that Michelle deploys:’
- Podcast interviews
- Vendor
- Local events
- Networking and engaging with others
Planning your strategy to include tactics that create a know, like, and trust factor strengthens your brand. Michelle has different ways and different levels available for her audience can engage with her. They include her:
- Newsletter
- Social Media
- Blog
Michelle is active on three social media platforms, Instagram, Pinterest, and Twitter. I noted that Twitter was the latest platform that she jumped on. While being on every platform is great, it is more effective to choose the platforms that work well for you and concentrate on those first. As you master or get comfortable on those platforms; and as you have time within your schedule, then you can begin to add other platforms to your strategy.
Post with a purpose. Michelle uses her social media to explain who she is in “little bits and pieces.” With each post, she is introducing an aspect of herself and her brand by sharing various psychoeducational components, sharing her personal experiences, as well as sharing resources she has available.
Pivot for preservation. Michelle had a marketing plan in place for March and April that included her attending events and selling her journal as well as other resources. Unfortunately, the COVID shut down happened. Instead of taking a loss, she pivoted and decided to create Mother’s day gift baskets and sell them online. In times of challenge, think of the assets you have that you and how you can pivot or shift to make things better.
If you would like to create additional streams of income around mental health, look at those things you are passionate about. For Michelle, it was writing hence the journal. What do you enjoy doing? Then look around the industry from a business perspective and look for a void you can fill.