In 1977, Ilya Prigogine was awarded the Nobel Prize in Chemistry for his work on “dissipative structures.“  Prigogine contends that because dissipative structures are disturbed i.e. shaken up by definition, they are able to change and evolve.  On the other hand, those structures that are too well insulated, and thus unable to be disturbed, will simply stagnate and die.  According to Ilya,  friction is a good thing!

I was reading about Ilya’s work and got to thinking about how friction has served my practice well over the years. Here’s what I’m talking about . . . .

When my referral sources are disturbed . . . they call me to consult when they are in over their heads.  They call me with referrals. Or, they call me wanting referrals.  They do something different.

When my community is disturbed . . . by elections, substance abuse, suicides, natural disasters, my community gets busy!  It get activated! And, they do something different, too.

When my clients are disturbed . . . they are motivated to pick up the phone and call me. They make appointments and come to see me. They follow through with their homework in between sessions.  And, if they are disturbed with me, the tell me!  And, all of that serves me (and my clients) well.  They do something different.

And, when I am disturbed . . . I seek additional information.  Or, I take action.  I tell someone just to be heard.  I take a class or seek consultation. I learn a new strategy.  I, too,  do something different.

Although I’m always up for a new adventure, I must admit, I don’t always relish the unpredictability of my work being disturbed.  But . . . does it help in the long run?  Keep me on my toes?  Sharpen me mentally and emotionally?  Help me stay flexible and alive in my practice?  You bet!  And, that flexibility and willingness to do something different helps my business stay vibrant and thriving.

So maybe tomorrow . . . when chaos looms out of no where to disturb my daily practice . . . . Maybe, just maybe I’ll remember Ilya Prigogine’s ideas and instead of digging in my heels and whining, I’ll say “thank you” for my dissipative practice and the wisdom to see the gift!

How about you?  Got a dissipative practice?  Or have you gone rigid and stagnate?  Needing a little help loosening up and learning to ride the waves?  If so, email me!  I’m happy to help you get unstuck and start enjoying the fruits of a little disruption.

Tags: Change, Continuous Learning, Disruption

Unlike many professionals, those in mental health cannot ethically ask therapy clients / ex-clients for testamonials.  Nor can you use your client’s written expressions of gratitude without their permission.  However, there are other ways to ethically gather testamonials about your quality of work and your clients’ satisfaction.

Remember that you cannot ask your therapy clients for a testamonial. And, you cannot use your client’s actual words without their permission.

• Always gather feedback when you present to your peers in educational setting – then paraphrase their comments;
• Gather cheers (and jeers) when you offer psycho-educational workshops;
• Collect clippings from the media (including print, video, and online sources) that include impressions of your work;
• Consider asking for letters of reference from practice allies who know the caliber of your work;
• If you have a web presence, and these days every private practitioner needs one, ask referral sources to write a brief statement for your website highlighting one of your strengths.

Check back in on Thursday and I’ll give you some ideas about how to use the comments that you collect.

Tags: Media, Testimonial, Website, Workshop

I just discovered a free source for professional development (no CEU’s) at

"Podcast Subscribe" by Derrickkwa

CounselorAudioSource.net .  This website offers free weekly podcasts on topics primarily of clinical interest to counselors.

Additionally, if you would like to expand your resume to include your own podcasts on topics relevant to counselors, you can check out their guidelines and suggestions for contributing here.

Do you know of other free resources for the professional development of counselors and allied health professionals?  If so, please let us know!

Tags: Free, Podcast, Resume

Before you even decide where you are going to locate your office,

"Mr. Zip, 1966" by Roadsidepictures

you need to conduct market research on possible locations. 

One way to begin that process is to learn about the demographics of different zip codes in your area.

Check out ZipSkinny to help you start your own market research because location matters.

Tags: Demographics, Location, Market Research, Office

If you have been marketing to the educational community with little success, you may need to slow down and reassess your own educational history.  Your personal relationship with education may be getting in the way . . . .

Linda L. Lawless and G. Jean Wright suggest in their book, How to Get Referrals: The Mental Health Professional’s Guide to Strategic Marketing, that you ask the following questions when reviewing your educational history:

"Not My Hat!" by Alan Levine / cogdogblog

• Are there any teachers in your family? Are any family members employed by the school system?  What is their input to other family members regarding their work and the system?
• What has been the family response to their vocation?
• What educational levels have been attained by family members?  Did they attend public or private schools?  If private, was it religious or nonsectarian?
• What has been shared about their experience?  What was the quality of the experience?
• What has been your educational experience from kindergarten through graduate school?  Your siblings?  How do you rate it?
• Who were your favorite teachers?  Worst teachers?  In your experience and /or perceptions, what were the characteristics of each that made them “good” or “bad” teachers?  As you reflect on these relationships, what are you feeling now?
• What are your family’s belief systems, biases, prejudices, regarding education and the educational system (school taxes, the school board, election of board members)?
• Did any family members ever serve on the school board?
• What is your trust level of teachers?
• Do you have special training that would correlate with the experiences and needs of educational professionals?
• Do you have children in school?  If so, public or private?  How do you make decisions regarding your children’s education?

It is critical when marketing to the educational community that you feel comfortable and that they know that. Liberally share your unique school stories with other professionals in the educational community.  Use your unique experiences to help guide where you choose to enter the market.  If you attended a private or parochial school, consider focusing your energy on the same.

By taking the time to reflect on your own school experiences, you will increase your comfort and effectiveness in marketing to this community.

Related Posts

Another Strategy for Marketing to the Educational Community:
Collaborating with Your Competitors

Gathering Market Research on the Educational Community

Teachers Needs Vary and So Should Your Marketing Strategies

Tags: School, Stories

You’ve heard how big a fan I am of online discussion lists for networking.  However, ever so often I am reminded of the more frustrating side of a list . . . .

Here’s what not to do online. This week on one of the mental health professionals’ lists (I subscribe to many), two members started lecturing each other about X all under the auspices on “sharing,” “clarifying,” and “informing.”  They included a little name calling and a lot of posturing about who was wiser and who was more experienced and who was more knowledgeable.  (And, they used their actual names!)  It might as well have been an exchange similar to this one that Peter Shankman posted here.

To embarass or not to embarass . . . . I considered (briefly) asking the authors for permission to share screen shots of their words with you here but decided not to.  After all, I am embarrassed for both of them.  I hope their colleagues, employers, and referral sources aren’t reading that thread!

Good intentions. Of course, others joined in to take sides, to broaden perspectives, or in an attempt to find common ground.  Some actually unsubscribed from the list citing their reasons (both on / off list) as “too much junk email.”  And, I suspect that many, like me, have just sat back watching the lack of civility and lack of professional communication escalate and then die back down on its own. WHEW!

A few things to consider . . . . If you are new to social media or simply need a few reminders about how to proceed when someone presents ideas that are not in sync with your own, here’s a few to get you started:

"Wall of Peace - Moscow" by Jeff Bauche

• You are not anonymous – especially if you have signed your name!
• Don’t take it personally.  We all have goofy or mistaken ideas on occasion.
• Online communication is limited.  Humor and sarcasm don’t translate well.  Words get twisted or completely omitted.  Tone and intensity are often missing or misunderstood.  And, unfortunately, we tend to not proofread every post before we hit send.
• Take a breath and resist the urge to dash off a knee-jerk, emotional response.  Just B-R-E-A-T-H-E.
• If you do decide to reply, consider the options available.  Is there really a need to respond to the entire discussion list?  Do you have a private email address, phone number, etc.?
• The only time you MUST reply to the entire group is if you’ve messed up (and need to clean up) in public.
• If you are going to write back, find something to agree with.  Can’t find anything?  Then, you aren’t in the frame of mind to professionally respond yet.  (Think about it.  Clients come in every day with values, beliefs, and behaviors that you don’t agree with.  And, yet, you find a way to join with them.  This is the very same skill.)
• After you compose your message and before you hit “Send,” take time to re-read it.  Is there a better way to get your message across.  What’s your goal in sending it?
• Be generous in your response.  Give your reader the benefit of the doubt. . . .  Perhaps they were in a bad mood.  Or maybe they aren’t as experienced as you are . . . . We all have something left to learn.
• Be kind.  If you feel that someone is lacking some information and doesn’t know it, is there a way to pass the info along without making someone feel like an idiot or look like a fool?
• Consider your real motives in responding.  What triggered your reaction?  And, again, what was your goal in sending it?

OK, so maybe you aren’t like me and out to change the world.  Maybe hurt feelings and civility aren’t really of concern to you at all.  What I know is that this is still important to you and here’s the reason why . . . .  Your employer, your referral sources, your colleagues and even your clients have access to your words once you put them out into cyberspace.

As you are building your private practice, remember that any time you are in public – either physically or via technology – you need to have your professional hat on and that includes using professional communication.  Your professional image is on the line.

What else needs to be considered when you run into conflict online?

Tags: Conflict, Discussion List, Online Etiquette, Reputation, Social Media, Trigger

If you still haven’t taken the time to have a business card made for yourself, then you are making a big BIG mistake.

Here’s two things that you really need to know . . . .  Your cheapest form of marketing is a great business card. They can cost you as little as six dollars for 250 at an on line printing service like VistaPrint or they can cost you as much as several hundred dollars for 1000 from a local printer like Maverick Press in Littleton, Colorado.   Your design, choice of paper and quantity ordered factor in to your final costs but any way you figure it, your business card is your least expensive marketing cost and is the most versatile tool you will use.

The second thing you need to know about your business card is that once you hand it over to another professional and leave the premises, it serves as a reminder of who you are and how to reach you. Think about it . . . .  I told you about that old adage “last in, first out.”  That means that if your business card keeps your name in front of other professionals’ eyes last, then your name is the one that is likely to be recalled when they are ready to call with a referral.  Last in, first out.

And, here’s one more thing you need to know about having a business card.  It’s the professional thing to do.  No CEO, no professional, and no office manager is going to refer clients to you until you take yourself seriously enough to get decent business card. Think about it. . . .  Having a business card implies that you are serious about your professional services. . . . It implies that you have some degree of stability i.e. your address, website, and phone number aren’t changing daily. . . .  And, it implies that you have something of value to offer.

Still putting off getting that business card? P-L-E-A-S-E!  What’s keeping you from taking that step?  Let me know and I’ll be happy to nudge you along!

Tags: Business Card, Professional Image

In July, I talked with you about using professional online discussion lists to build your business.  Participating in online discussion groups that target your unique interests can also build your reputation and credibility.  Here’s an example . . . .  I am a member of a discussion list that focuses on women in Colorado who are in different aspects of the media business.  Because I responded to someone else’s inquiry about when to turn away business in this less-than-ideal economy, I ended up being quoted here in Drea Knufken’s blog, Business Pundit.  Twenty-four hours later, I was quoted here in Steve Tobak’s blog, The Corner Office.

"Smooth Peace 2" by Exper Giovanni Rubaltelli

If your marketing plan includes expanding your visibility or building your reputation in the community, here’s how to make that happen:

• Take some time to make a list of your unique interests . . . genealogy, bird watching, writing, football, etc.
• Google your interests along with the words “discussion list.”
• Check out what comes up.  If you find discussion lists that interest you, join them and share.
• If you don’t find a discussion list that fits your interests, then consider creating one of your own through Google Groups or Yahoo Groups.

Your interests do not need to be directly related to mental health (although they could be) in order to help you create greater visibility.  Once you become active in an online discussion list, your professional interests and expertise will gradually become known.  Like face-to-face networking, your online relationships will also take time and commitment from you in order to achieve the goals that you desire.

Give it a try! Then check back in here to let me know what you tried and how it’s working!

Related Post

Professional Online Discussion Lists Deserve Your Attention

Tags: Relationships, Reputation

This is the tenth part of an 11 part series on How To Build A Great Marketing Kit.

Before you read further, you may want to read the introduction here.

Professional marketing kits always contain a personalized cover letter.  This allows you to tailor your introduction directly to your potential referral source’s needs.  Do you know how to write a killer cover letter?

• Start by doing your market research. Know what’s different about this business / professional.  Know who their target market is. Know what they do and don’t do. Then you can start writing.
• Format and tone. The letter should be written on your professional (not personal) letterhead in a business format.  The tone should be warm and helpful.
• General content. Your primary goal is to highlight how your business can help solve one of their needs — better, faster, or more thoroughly.  Always keep in mind the myths associated with your profession and make an effort to dispel those as best you can.  And, don’t forget to include the benefits of working with you, your credentials, professional affiliations, and experience.
• Introductory paragraph. This is where you talk about who you are and why you are writing the letter.  For example: “My name is Tamara G. Suttle.  I am a Licensed Professional Counselor and am writing to introduce you to the services that I offer.”
• Bragging rights. This is where you include relevant highlights from your resume and work experience.  For example:  ” I have been in private practice for almost 20 years and have worked extensively with sexual trauma.  In 1995, I began offering workshops and retreats on  . . . . I have been written up by . . . .”
• A short therapist’s statement. This will be one-three sentences used to give the recipient a better understanding of your unique way of offering your service(s).  (Look for a future post describing therapists’ statements in more detail.)
• Concluding paragraph. This is where you may reference one or two of the materials included in your marketing kit (like press clippings, brochures, etc.) and request / offer future contact and support.
• Length. Ideally, your letter should be one to two pages in length — preferably one.  And, because you are including this as part of  your marketing kit, you can use your letter to refer to some of the various components in the kit such as the menu of services or the client testimonials.

Including a personalized cover letter allows you to set yourself apart from the hundreds of therapists out there in a professional way.  Next time, we’ll talk about what to do with your letter and how to package your marketing kit!

Tags: Cover Letter

This is the ninth part of an 11 part series on How To Build A Great Marketing Kit.

Before you read further, you may want to read the introduction here.

Client testimonials are a key part of any marketing kit.  After all, these are the people who can speak with authority about your strengths (and weaknesses).  Their experiences can go a long way in supporting potential clients to initially consider working with you.  In transparent and ethical ways, you need to gather testimonials or other data in support of your effectiveness and clients’ satisfaction with your services.

This piece of your marketing kit may look like quotes or letters of reference.  If you opt for either of these, make sure that you have omitted or disguised all identifying information for your clients.

If you have been gathering data from your clients and want to use statistics to represent your clients’ experiences with you, your testimonials may look like statistics i.e. “Ninety-nine percent of Tamara’s clients say that they were satisfied with her services” and “Ninety-eight percent say they would return to use her services again if needed.”

When using statistics, it is critical that you have collected the data in an organized and consistent manner.  Don’t just fabricate numbers that sound good.  That could be considered unethical and false advertising.

Either way, you will want to put a human face on those testimonials.  Be ready to back them up with stories . . . about your clients’ presenting problems, how working with you was unique, and how your clients were better off for the time they spent with you.

Tags: Statistics, Stories, Testimonial

This is the eighth part of an 11 part series on How To Build A Great Marketing Kit.

Before you read further, you may want to read the introduction here.

Your brochure or fact sheet about your practice should be included in your marketing kit. Its purpose is to build your credibility and to get your referral source to contact you. With those two goals in mind, here are some things to consider when constructing your brochure:

• Identify the single market that you are targeting and direct your content to that market only.
• I recommend that you develop the content yourself and leave the actual design of the brochure up to a graphic designer like Jennifer Gunther of Nudge Creative or Joel Bass of Invincible Fuzzy Thing.
• However, if you struggle with developing your ideas for the content, you may want to contact a professional copywriter like Kathryn Bass of Kadroodle or professional brainstormer, like me.
• Brochures are typically skimmed by the reader rather than read from front to back. With that in mind, keep paragraphs short (no more than 4-6 lines); make liberal use of bullet points and negative or white space.
• This is not your resume so don’t include every service you provide or every group that you work with. Instead, include a testimonial or two from clients who can vouch for your services.
• Also include a partial list of organizations / businesses that you have done work for. (It doesn’t matter if you did this work under contract, as an employee, or as a volunteer.)
• The most important thing in your brochure is to connect with your potential referral source / client and let them know how you can help your reader – not those in other target markets.
• When I have a brochure designed, I make sure that the designer creates it in a software program that I can use on my computer. I recommend that you do the same. That way, you’ll be able to print only a few as you need them and can alter the content as your practice changes.
• Don’t forget to have several of your colleagues proof read and critique the final draft of your brochure. They should be able to ascertain who your target audience is, what you do, and what makes you special by looking at the brochure for no more than 30 seconds.

Do you already have a brochure to include in your Marketing Kit? How does it measure up?

Tags: Brochure, Fact Sheet

This is the seventh part of an 11 part series on How To Build A Great Marketing Kit.

Before you read further, you may want to read the introduction here.

Your marketing kit is a terrific place to highlight your involvement with the media and your community. If you have been involved in press conferences that were in any way related to your community or your profession, make sure you secure copies of press releases to include in your marketing kit.

When you were in graduate school, were you involved in any service organizations that held press conferences?

Did your religious community organize a food bank at Thanksgiving?

Did you work for the Defense of Marriage Act?

Did your private practice sponsor a book drive for the local library?

Did the agency you worked for hold an annual fundraiser for Mothers Against Drunk Driving?

If you were involved in any community or professional activity that garnered the attention of the media via a press conference, make sure you obtain copies of the press releases to include in your marketing kit.

Tags: Press Conference

This is the sixth part of an 11 part series on How To Build A Great Marketing Kit.

Before you read further, you may want to read the introduction here.

Publishing is a terrific way to market your practice. And, it is always a plus to include in your marketing kit reprints of quality articles that you have authored. By doing so, you boost your credibility and appearance of expertise.

Samples of any published columns (either in print or on line) as well as any articles authored for the professional or lay communities are appropriate to include. Even poetry and letters to the editor might be included if they can relate to your current work as a psychotherapist and provide a positive frame of reference for your area of expertise.

Things you would not want to include here would include your entire thesis from graduate school, articles that are in no way related to your profession, and articles that do not portray you as a competent and rational professional. This is not the place for your political opinions, your editorial rants, or your personal hobbies.

Take some time today to gather some of your best writing to include in your marketing kit.

Tags: Articles, Reprints

This is the fifth part of an 11 part series on How To Build A Great Marketing Kit.

Before you read further, you may want to read the introduction here.

The next items that you want to collect are reprints of any articles that have been written about you. Perhaps you wrote a great thesis in graduate school and the departmental newsletter made mention of it.

Or, perhaps you were elected to chair your local professional association and an article was written about you.

Did the local newspaper write an article about your community involvement?

Did the American Cancer Society write a booklet about your experience as a survivor or exemplary volunteer?

Any article that can reflect positively on your professional image is appropriate to include in your marketing kit. By including these items, you can increase your credibility, likability, familiarity, and common ground on which to build professional relationships with your potential referral sources.

Tags: Newspaper, Professional Image, Relationships, Reprints

This is the fourth part of an 11 part series on How To Build A Great Marketing Kit.

Before you read further, you may want to read the introduction here.

Your marketing kit needs a single sheet of paper listing a menu, description of services, and fees so that potential referral sources can easily see the many ways in which you are available to serve their clientele. Here is an example of a psychotherapist’s menu of services:

Individual Psychotherapy
50 minutes face-to-face
$100 / hour

Couples Psychotherapy
50 minutes face-to-face
$100 / hour

Childhood Sexual Abuse Group
12 x 90 minutes
$720 / series

Couples Communication Group
6 x 120 minutes
$720 / series

Take a few minutes right now to jot down what services you provide and a brief description of each one. By listing each one, you may discover that you have often forgotten to mention to a potential referral source all that you have to offer!

Tags: Description of Services, Menu of Services