What the heck is a copywriter and why do therapists need one?
I can tell you exactly why with authority because I’m both.
What is therapy?
Everyone knows what a therapist does. Or thinks they do. People go to therapists to solve their problems and complain about their lives, right?
Therapists engage in a unique relationship with their clients, guided by years of training and an innate sense of empathy. In therapy, clients make discoveries about themselves and learn and practice coping skills to help manage their mental health.
You don’t need to have a mental illness to be in therapy. Everyone should be in therapy. Because everyone has mental health needs. Just like everyone needs to go to the doctor to get check-ups and make appointments when they’re sick, we all need to maintain our mental health.
Therapy can be preventative. You don’t need to be in crisis to be in therapy. And you don’t need a diagnosis to seek help or treatment. Therapists work with people of all backgrounds and who deal with all kinds of issues.
Therapy as a business
If you’re a therapist, you already know what I just said. That was for the non-mental health professional crowd. But now I’m speaking directly to you.
Therapy is a business. It doesn’t sell a product, it sells services that help other people. It’s as simple as that. If you are in private practice as a therapist or any type of mental health professional, you are a business owner. And all businesses need to have a marketing plan.
You probably struggle with marketing your practice. You either don’t know how or feel as though you shouldn’t. I understand that marketing therapeutic services may feel icky, but how else are you going to get clients if you don’t have a marketing plan?
That’s where copywriters come in.
What is copywriting?
Copywriting is writing that gets people to do something. It’s a way of marketing businesses and products that get people to buy and take action. Good copy convinces others to make a purchase or book an appointment. It gets people to sign up for your emails and newsletters. It gets them to engage with you.
Examples of the products of copywriting are website copy, or the content on a webpage, blogs, email sequences, opt-ins, social media ads and newsletters. All copy, but especially website copy and blogs, should have good search engine optimization (SEO), which is what ranks you higher in a Google search and brings more people to your website.
Good copywriting grabs people’s attention and gets them to sign up for your email list or make an appointment for a therapy consultation. This is why you need copywriters. You need someone to grab and hold the attention of your potential clients and get them in the door.
Copywriting for therapists
As I mentioned before, all businesses need good copy, but therapists are at the top of the pack. You need to sell yourself and your services without sounding too “sales-y.” You want to entice people to buy your services while still seeming empathetic and following good ethics.
When I visit your website I need to be able to tell instantly what kinds of clients you work with, what type of therapy you do, who you are, what you stand for and most importantly, what you can do for me. I’m looking for easy-to-read copy that gets and holds my attention and tells me exactly why I should choose you.
That’s what copywriting is. It’s showing your potential customers and clients why you should buy their services. What’s in it for them?
The job of a copywriter is to answer this question. And the job of a copywriter who writes for therapists is to convey to potential clients what you do, why you do it, and why they should go to you. Your mental health copywriter should be highlighting your services and who you are. They should be selling your services without sounding like they’re selling your clients anything. And they should be writing in your voice to your ideal client.
Why should you listen to me?
I’m a copywriter, but I’m also a therapist. I know your pain points. The biggest one is time. There isn’t enough time in the day to meet with a slew of clients, fill out the necessary paperwork, stay up-to-date with the most recent research in the field, make coffee, find time to go to the bathroom, etc.
The point is, you’re busy. I know better than most. I worked as a therapist in psychiatric hospitals for four years. I understand the time crunch. There were days when I didn’t eat lunch or stop moving for more than five minutes. I’ve also worked in an outpatient setting and understand the different demands of outpatient work. There’s so much to do and not enough time to do it.
The last thing you want to worry about is marketing and worrying about whether or not the person who’s doing your marketing understands you.
Therapists in private practice do everything. Most of you don’t have assistants or receptionists, so you’re doing all your own clerical work. Do you have time to write SEO optimized website copy, keep up with a consistent weekly blog or write a monthly newsletter?
I’ve been there. I’ve done that. Which is why I’m uniquely qualified to write for you because I am one of you. So leave a comment or send me an email at email@example.com and discover how copywriting can change your business for the better. Let’s talk all things mental health and copy!