Website, Facebook, Instagram, LinkedIn, Psychology Today?! Where do you even begin? Are you feeling overwhelmed already?

In today's digital age, the necessity of online marketing is undeniable. As a therapist myself, I understand the challenge that marketing brings for us in the helping profession.  As I always love to say to my clients, in all our years of education, we were taught how to be great, empathetic therapists – but not taught how to be successful business owners – which is necessary for the first to happen.   

Marketing your therapy practice is straight-up challenging.  With so many therapists offering their services online, how do you stand out from the crowd and connect with potential clients? Let’s talk about one of the most effective means of connecting with your clients in your online marketing copy – the power of storytelling.

Storytelling has been a part of human culture for centuries. It is how we communicate our experiences, share our emotions, and connect with others. As a therapist, you have a unique opportunity to use storytelling to connect with your ideal clients to build trust and rapport.

History of Storytelling 

Storytelling is an art form that has been around for thousands of years. From ancient cave paintings to modern-day films and novels, stories have played a vital role in human culture and communication. Storytelling has evolved over time, adapting to different mediums and audiences, but its power to captivate, inspire, and connect remains unchanged.

The history of storytelling can be traced back to the earliest human civilizations. Before the written word, people shared stories orally, passing down myths, legends, and histories from generation to generation. Think of the legend of Big Foot or mythological stories like Hercules.  These stories served to entertain, educate, and preserve cultural traditions. They also impart moral lessons, teach skills, and provide a sense of community and belonging.

With the invention of writing, storytelling became more accessible and widespread. Epics like the Iliad and the Odyssey and religious texts like the Bible and the Quran were written down and distributed across cultures and continents. Written stories allowed for greater detail, complexity, and nuance and could be preserved for future generations.

As technology advanced, new forms of storytelling emerged. The printing press made books more affordable and accessible, leading to a boom in literacy and the rise of the novel. The invention of photography and film allowed for visual storytelling, enabling people to see stories as well as hear them. Television and the internet have further expanded the reach and diversity of storytelling, making it easier than ever to share stories with a global audience.

Fast forward to today. In traditional marketing, storytelling has long been recognized as a powerful tool for building brand awareness, engaging audiences, and driving sales. Marketers have used stories to connect with customers on an emotional level, differentiate their brand from competitors, and create a sense of brand loyalty.

Let’s look at the example of successful storytelling in marketing is Nike's "Just Do It" campaign. This campaign features inspiring stories of athletes overcoming obstacles and achieving their goals, using the tagline "Just Do It" to motivate viewers to take action. The campaign has been highly effective, helping to establish Nike as a brand that champions determination, grit, and perseverance.

Let’s consider Dove's "Real Beauty" campaign. The campaign features women of all shapes, sizes, and ages, challenging traditional beauty standards and promoting self-love and acceptance. The campaign has resonated with women around the world, earning Dove a reputation for promoting body positivity and inclusivity.

In today's digital age, storytelling has become even more important in marketing. With so much content vying for consumers' attention, brands need to find ways to stand out and connect with audiences. Storytelling allows brands to create a narrative that engages and entertains, building a relationship with customers that goes beyond the transactional.

Social media platforms like Instagram and TikTok have made storytelling more accessible than ever. Brands can use these platforms to share behind-the-scenes glimpses of their company, tell the stories of their employees, and showcase their products in action. Influencers have also become a key part of modern storytelling, using their personal stories to connect with their followers and promote products and services.  

Have you seen the latest therapist Tiktoks? How are they using storytelling to showcase their brand and build engagement?

The history of storytelling is a testament to its enduring power and importance in human communication. From oral traditions to the internet age, storytelling has adapted to different mediums and audiences, remaining a vital tool for entertainment, education, and connection. In marketing, storytelling continues to be a powerful tool for building brand awareness, engaging audiences, and driving sales. By telling authentic, compelling stories, businesses can create a sense of connection and loyalty that lasts long after the story is over.

Why Storytelling is Important in Therapist Marketing

Why should you use storytelling as a way to craft compelling copy for your therapy practice?

Tips for Using Storytelling in Therapist Marketing

Now that we understand why storytelling is essential in therapist marketing, let's explore some tips on how to use storytelling effectively.

Identify Your Ideal Client

Before you can use storytelling to connect with your ideal clients, you need to identify who they are. 

• Who are the clients that you enjoy working with the most? 

• What are their needs, wants, and desires? 

• What are their demographics? 

• Where do they hang out? 

• What are they struggling with? 

Define your therapy niche. 

Use Authentic Stories

When using storytelling in therapist marketing, it is important to use real, authentic stories. Authentic stories are those that come from your personal experiences and are relatable. Real and relatable is compelling. People want to know that they are not alone in what they are experiencing.  Potential clients can sense inauthenticity – stay true to you. 

Focus on the Transformation

When sharing a personal story or experience, focus on the transformation that occurred. 

• What was the problem or challenge that your client faced?

• How did you help them overcome it? 

• How did they feel before versus after working with you?

• What skills did they walk away with? 

Ya know how you always are drawn to before and after photos when someone went through a massive physical transformation?! [Oh, you don’t scroll through those for hours... Just me? ;)]

Display the emotional or spiritual transformation through your copy and storytelling. 

Keep it Short and Simple

Keep your stories short and simple. Attention spans are short, especially online, so you want to make sure that your story is easy to digest. Stick to the main points and keep the story concise and to the point. Don’t make someone scroll to the bottom of your therapy website to get to your conclusion or call-to-action. Put your conclusion first! 

Recycle Mental Health Copy and Content

Think about how to use the story on multiple online platforms. This can include written content, videos, social media posts, and more. Multiple formats allow you to reach a wider audience and cater to different learning styles. Some people might feel more connected to a video – some to written copy. 

For example, if you’ve been around me, you know that I always love to reiterate the importance of a blog on your therapy website – not only for SEO purposes – but because your blog copywriting can have so many other uses! 

Ok, whew! If you made it this far, kudos. You are probably convinced that storytelling is a great way to connect with your ideal client audience and create compelling copy for your online marketing platforms. 

Let’s do this, therapists! 

XOXO,

Ashley, LCSW