Graduate school prepares you for many things—managing client emotions, offering support, and fine-tuning that all-important “therapeutic silence.” But when it comes to business skills, specifically how to market your services, most of us left grad school feeling a little… lost.

While this post focuses on pre-licensed therapists, the marketing strategies shared here are just as valuable for licensed and more seasoned mental health professionals who want to refine or refresh their marketing approach. Whether you’re just starting or have been practicing for years, ethical marketing is about showcasing your expertise while building trust and connection with potential clients.

I remember the first time I tried to describe my work to someone outside the therapy world. It was like trying to explain a magic trick without knowing the secret. You’re eager to help people, but how do you communicate that in a way that’s ethical, authentic, and (gasp!) effective?

The good news? Marketing isn’t about becoming a salesperson. In fact, it’s about showing people you understand what they’re going through and how you can help them navigate their way to a better place. Let’s explore how you can ethically market your skills and reach the people who need your help without feeling like you’re shouting into the void.

Sales vs. Marketing: Let’s Clear This Up (With a Lighthouse Metaphor)

First off, let’s get one thing out of the way: marketing is not sales. These two are often confused, but they’re actually quite different. Think of sales as the loud carnival barker shouting for attention. Marketing, on the other hand, is more like a lighthouse—a steady, guiding presence that clients can trust to help them navigate their stormy seas.

– Sales tends to focus on what you can gain, often feeling more self-centered and transactional. It’s the approach of, “Look at how great I am, you should hire me!” which can sometimes feel uncomfortable or disconnected from the work we do as therapists.

– Marketing, however, is about your client and what you can offer them. It emphasizes collaboration and understanding, highlighting their struggles, showing empathy, and providing a way forward. Marketing is about building meaningful connections, and when done right, it feels like a natural extension of your therapeutic practice, not a separate task.

Building meaningful connections can also come from simple actions like collaborating with local yoga studios or community centers, or even volunteering at nonprofits. These kinds of community-based efforts help create trust organically without the pressure of “selling.”

The Business Skills Grad School Didn’t Teach Us (But Should Have)

Here’s a hard truth: most of us didn’t leave grad school with the tools to market our skills or build a business. And that’s a problem. Marketing is one of the most important skills you’ll need in private practice—not just to find clients, but to ensure the people who need you know you’re there.

And here’s the kicker: learning to market your skills while you’re still an associate is the perfect time to practice. It’s about building a career foundation, learning how to talk about what you do, and preparing yourself for the long haul.

Marketing your skills isn’t about gimmicks or hard sells—it’s about clear, authentic communication. And you can do this without feeling like you’re selling out. Let’s get into how.

Defining Your Niche: Why You Need One

You can’t be everything to everyone. It’s tempting to think, “I’ll work with anyone who needs therapy!” But casting that wide of a net makes your marketing message so broad that it loses impact. That’s why you need a niche—a specific group of people or issues you focus on.

A niche allows you to be crystal clear about what you offer and who you help. It makes your message stand out, rather than getting lost in the sea of generic therapist bios.

For example, you might choose to specialize in trauma, couples counseling, or perhaps offer workshops for new parents or those dealing with anxiety. Having a niche not only helps clients find you, but it also allows you to hone your expertise and stand out in your community.

How to Choose Your Niche:

– Who are your favorite clients? Think about the clients you’ve enjoyed working with. What do they have in common?

– What problems do you feel confident solving? Which issues can you address with skill and passion? Is it anxiety? Relationships? Trauma?

– What are you passionate about? Sometimes, your passion drives your niche. If you’re passionate about supporting LGBTQ+ clients or working with Neurodivergent teens, that’s an indicator of where your niche may lie.

– What does your community need? Look around and notice where there are gaps in services. Could you be the only therapist in your area specializing in neurodivergent adults or couples counseling for polyamorous relationships?

Having a niche doesn’t mean turning clients away. It means refining your message so the people who need you most know you’re the best person to help them.

Meet Your Ideal Client: Developing a Client Avatar

Once you’ve nailed down your niche, the next step is to get super specific about your ideal client. This is where creating a client avatar comes in. A client avatar is a fictional representation of your ideal client—the person you want to reach through your marketing. When you know exactly who you’re talking to, you can craft marketing messages that feel personal and resonate deeply.

Here’s a simple client avatar template you can use to develop yours:

Client Avatar Template  

– Name: (Example: Jenna)  

– Age: (Example: 30)  

– Occupation: (Example: Marketing professional, works in a high-pressure environment)  

– Pain Points:  

  – Feels overwhelmed by stress and work pressure  

  – Struggles with anxiety that impacts her personal relationships  

  – Avoids difficult conversations, leading to disconnection with loved ones  

– Desire Points:  

  – Wants to feel more in control of emotions  

  – Hopes to improve communication and connection in relationships  

  – Desires a sense of balance between work and personal life  

This avatar will serve as your guiding light. All your marketing efforts—from your website copy to your social media posts—should be written as if you’re talking directly to Jenna (or whoever your ideal client is).

Speaking to Pain Points and Desire Points

Once you’ve created your client avatar, you’ll need to craft marketing messages that speak directly to their pain points and desire points. This is how you show potential clients that you understand their struggles and can offer them hope.

1. Address Their Pain Points  

When you address pain points, you’re speaking to the challenges your ideal client is facing right now. For example:

“Do you feel like no matter how hard you try, stress and anxiety are always creeping up on you? You wake up anxious and go to bed even more exhausted.”

This shows potential clients that you understand their daily struggles.

2. Tap Into Their Desire Points  

After you’ve acknowledged their pain, offer hope by tapping into their desire points. This shows clients what they want—and how therapy can help them get there.

For example:  

“Imagine feeling more balanced and in control of your emotions. Picture a life where you can handle stress with confidence and feel connected to your loved ones again.”

How to Use This in Your Marketing Strategy

Now that you have your niche and your client avatar, it’s time to integrate this into your marketing strategy.

1. Build a Website That Speaks to Your Ideal Client  

Your website is one of your biggest assets, so make sure every element speaks to your ideal client. Here’s a bio template you can use:

Bio Template  

[Your Name], M.A.  

Registered Associate [Marriage and Family Therapist/Clinical Social Worker/Professional Clinical Counselor]  

[Your Registration Number]  

Employed by [Your Employer]  

Supervised by [Your Supervisor’s Name, License Number]

What I Do:  

“If you’re feeling stuck in patterns of stress and anxiety, or you’re struggling to feel connected in your relationships, I’m here to help. Together, we’ll explore what’s holding you back and work on building practical tools to help you feel more balanced and grounded. Therapy is a collaborative process, and we’ll focus on creating the kind of life that feels more aligned with who you are and what you want.”

2. Create Social Media Content That Resonates  

Social media is one of the best places to connect with your ideal client. Use your platform to create content that addresses your client avatar’s pain points and desire points.

For example, you can post mental health tips or infographics, or even create quick mental health videos on TikTok or Instagram Reels. These platforms allow you to engage with your audience in a way that feels natural and relevant.

Common Marketing Pitfalls to Avoid (and How to Fix Them)

Even with the best of intentions, there are a few common marketing mistakes you’ll want to avoid. Here’s how to sidestep them:

1. Trying to Market to Everyone  

When you try to appeal to everyone, you appeal to no one. Stick to your niche, and don’t be afraid to get specific.

2. Overpromising Results  

Avoid making guarantees like “I can fix your anxiety in 5 sessions.” Instead, emphasize the collaborative nature of therapy.

3. Using Too Much Jargon  

Skip the technical jargon that clients won’t understand. Write as if you’re having a conversation with your ideal client—keep it relatable and accessible.

Staying Authentic in Your Marketing

Marketing doesn’t mean you have to sound like someone else or “sell” your services in a way that feels inauthentic. Stay true to your voice. Speak as you would with a client in session—empathetically, thoughtfully, and with their well-being in mind.

Authentic marketing is about communicating your value clearly—showing potential clients how you can help them, in language that feels natural to you. When you’re true to yourself, clients who resonate with your approach will be drawn to you.

Handling Imposter Syndrome in Marketing

It’s normal to feel imposter syndrome, especially when you’re just starting out. Many pre-licensed therapists feel like they’re not “qualified enough” to market themselves confidently. Remember, your clients are looking for connection, not perfection.

Reflection Prompt:  

Think about the clients you’ve helped most so far. How have you seen their growth? How did your guidance play a role in that?

Wrapping It Up: Embrace Marketing as a Tool for Connection

As a pre-licensed therapist, you’re already wearing a lot of hats—therapist, crisis manager, and let’s not forget admin extraordinaire. Now, it’s time to embrace marketing as another tool for connection. It’s not about putting on a sales persona; it’s about sharing your expertise with the people who need it most.

By defining your niche, creating a client avatar, and crafting messages that speak to pain and desire points, you’ll be able to market your skills in a way that’s authentic, ethical, and deeply impactful. You’ve got this—go ahead, put that Marketing Hat on, and start building the client caseload you’ve always dreamed of.

100 Ethical and Effective Self-Marketing Ideas for Pre-Licensed Therapists, Social Workers, and Counselors

Below is a list of self-marketing ideas that are not only effective but also aligned with the ethical standards expected of pre-licensed therapists, social workers, and counselors in California. Remember, ethical marketing simply means being honest, clear, and respectful, which helps build trust and credibility with your clients.

Online Presence and Digital Marketing  

1. Create a professional website with accurate, clear information about your services, areas of focus, and your licensure status. This gives potential clients an opportunity to learn more about your approach.  

2. Start a blog to share insights on mental health topics, such as coping strategies or tips for self-care. Providing education builds your credibility and offers value to your audience.  

3. Optimize your website for SEO so clients in your area can find you more easily when they search for help online.  

4. Create a series of short, topic-focused videos on social media, addressing specific mental health challenges like anxiety, burnout, or self-compassion. These bite-sized videos can help educate potential clients while showcasing your expertise.  

5. Create a LinkedIn profile that highlights your professional journey, training, and specializations, making it easy for colleagues and potential clients to connect with.  

6. Write LinkedIn articles on relevant mental health topics to establish yourself as a thought leader in your field.

7. Share educational posts on social media platforms like Instagram, Facebook, and Twitter to engage your audience and offer helpful tips, resources, or reflections.

8. Use Instagram Stories or Reels to share quick, engaging tips or exercises like grounding techniques or mindfulness practices.

9. Create a professional Facebook business page to provide updates, share educational content, and keep potential clients informed about your services.

10. Join Facebook Groups related to mental health topics or therapy, where you can share knowledge without directly offering therapy in those spaces.

11. Use Instagram Live or Facebook Live to discuss mental health topics or host Q&A sessions, giving potential clients insight into your approach.

12. Start a YouTube channel to post videos on common questions people have about therapy, such as what to expect in the first session, or how to manage stress.

13. Record meditation or mindfulness videos and post them on YouTube, providing free, valuable resources to your community.

14. Create Pinterest boards with mental health tips, worksheets, or resources, making it easy for people to access and share.

15. Post mental health memes or infographics that help normalize therapy and emotional well-being on platforms like Instagram or Twitter.

16. Run paid social media ads in your local area to increase awareness of your practice, especially if you focus on a specific demographic or issue.

17. Write guest blog posts for mental health or wellness websites, expanding your reach and visibility online.

18. Share client testimonials (with proper consent) or feedback about your services to build credibility and trust with potential clients.

19. Create short mental health videos on TikTok or Instagram to share quick coping strategies or daily mental health tips, making your content more accessible to a wider audience.

20. Send out a monthly email newsletter with mental health resources, self-care tips, and updates about your practice, creating an ongoing connection with your audience.

Networking with Professionals

21. Network with local therapists and other professionals to form referral partnerships, ensuring clients are always directed to the right provider for their needs.

22. Attend therapy conferences or professional development workshops to build relationships with other counselors, social workers, and supervisors.

23. Join local mental health associations, like CAMFT or ACA chapters, to connect with peers and stay updated on industry trends.

24. Collaborate with wellness coaches, nutritionists, and fitness trainers for mutual referrals, creating a network of holistic care for clients.

25. Reach out to psychiatrists and doctors who may need trusted therapists to refer clients to, fostering professional relationships.

26. Offer to present at local professional networking events, positioning yourself as a knowledgeable resource on mental health topics.

27. Host virtual or in-person lunch meetings with other mental health professionals to build your network and create opportunities for referrals.

28. Connect with school counselors who may need trusted therapists to refer students or families to.

29. Collaborate with local holistic health providers, such as yoga instructors or acupuncturists, to cross-refer clients when appropriate.

30. Partner with local gyms or fitness centers, offering workshops on the connection between physical and mental health.

31. Reach out to HR departments of local companies and offer to provide customized mental health workshops, such as stress management or conflict resolution training.

32.  Join your local Chamber of Commerce or industry-specific organizations (e.g., healthcare or education associations) and offer to conduct brief presentations on mental health topics. Focus on stress management, work-life balance, or employee retention through wellness support.

33. Attend Chamber of Commerce events to introduce yourself to local business owners and offer mental health resources for their employees.

34. Email local professionals to introduce yourself and your services, fostering potential referral relationships.

35. Build a referral network with real estate agents, as buying or selling homes can be a stressful process, and clients may benefit from emotional support.

36. Collaborate with family lawyers to offer counseling services for clients going through challenging life transitions like divorce.

37.  Attend community health fairs or events and offer to conduct brief talks or Q&A sessions on topics like mental health myths, coping with anxiety, or managing burnout. This creates an opportunity for attendees to learn about your services without formal screenings, allowing them to feel safe and informed.

38. Network with local religious leaders to offer support or resources for their congregation members in need of counseling.

39. Collaborate with local practices to provide therapy for clients in recovery, working as part of a broader support team.

40. Connect with nonprofit organizations that align with your values, offering your services or expertise to their staff or clients.

Community Engagement

41. Offer free initial consultations, which allow potential clients to meet you and see if your services are a good fit for their needs.

42. Host free mental health workshops at libraries or community centers, providing education while building trust within the community.

43. Create support groups for specific populations, such as caregivers, LGBTQ+ individuals, or those dealing with grief, fostering a sense of community.

44. Volunteer to give talks at schools or youth programs, offering valuable education without expecting anything in return.

45. Host free mental health webinars on relevant topics like stress management or self-care, providing value to a wide audience.

46. Offer your services to local shelters or crisis centers, supporting underserved populations while building connections in the community.

47. Partner with community centers to run workshops on topics like stress reduction, self-care, or mindfulness.

48. Volunteer at local nonprofits, providing free or discounted services where appropriate, and building relationships with staff and the community.

49. Host a booth at local health fairs to introduce your practice and provide free resources to attendees.

50. Participate in local podcasts or radio shows, sharing your expertise in mental health without soliciting clients directly.

Specialization and Niche Marketing

51. Market yourself as a specialist in a specific area (e.g., trauma, couples counseling, or working with teens), which helps potential clients find you when they need your particular expertise.

52. Offer teletherapy services, expanding your client base to reach people who prefer or require virtual sessions.

53. Create therapy packages for clients who may benefit from multiple sessions focused on a specific goal or issue, such as anxiety reduction or self-esteem building.

54. Offer a sliding scale option to ensure your services are accessible to a broader range of clients while respecting their financial situation.

55. Market group therapy sessions for specific populations or issues, like new parents, stress management, or social anxiety.

56. Offer workshops or retreats for people who want to engage in deep, focused work on their mental health in a group setting.

57. Create a therapy subscription plan for ongoing support, allowing clients to access consistent care over time.

58. Advertise couples therapy or family therapy, especially during high-stress times like holidays or significant life changes.

59. Develop a specialty in unique modalities (e.g., art therapy, EMDR, or somatic therapy), helping you stand out as an expert in that area.

60. Partner with local corporations or businesses to offer employee wellness workshops or counseling services.

Building Credibility

61. Write articles for mental health journals or professional publications, sharing your knowledge and insights.

62. Publish a free e-book or guide on a topic you’re passionate about, offering it as a resource on your website.

63. Get featured in local media, positioning yourself as an expert on mental health in your community.

64. Submit articles to local newspapers or online publications, raising awareness about mental health issues in your community.

65. Develop a self-help guide and offer it as a free download, helping potential clients get to know your approach.

66. Create an online course on platforms like Udemy or Skillshare, sharing your expertise and building a passive income stream.

67. Offer CEU trainings for other therapists or professionals, establishing yourself as a leader in your field.

68. Run a podcast where you interview other mental health professionals, discuss relevant topics, and build an audience.

69. Volunteer as a speaker for professional development events in schools or corporate settings, helping educate others about mental health.

70. Write a book or workbook on a specific mental health issue, providing both education and insight into your approach.

Leveraging Referrals and Testimonials

71. Encourage referrals from satisfied clients, letting your work speak for itself through word-of-mouth.

72. Build relationships with referral sources like doctors, lawyers, or school counselors, ensuring clients are connected to the right resources.

73. Offer packages for future sessions to clients who refer others, fostering trust and positive relationships.

74. Send thank-you notes to colleagues or referral sources, building long-term professional connections.

75. Request feedback from clients (with consent) to improve your practice and demonstrate your commitment to growth.

76. Reach out to past clients (if appropriate) to check in and remind them of your availability.

77. Maintain professional relationships with colleagues, fostering a network of support and referrals.

78. Build referral relationships with complementary professionals, like massage therapists or dietitians, to serve clients holistically.

79. Host events with colleagues to offer complementary services, such as a joint workshop on self-care and physical health.

80. Offer networking meetings with colleagues for mutual professional development and referral sharing.

Traditional Marketing

81. Create business cards that reflect your professional image and share them with local businesses or colleagues.

82. Design and distribute brochures about your services, specialties, and approach, leaving them in relevant spaces like wellness centers or community boards.

83. Advertise in local magazines or newspapers, focusing on mental health education rather than directly soliciting clients.

84. Put up flyers in places like coffee shops, gyms, and community centers (with permission), sharing valuable information about mental health and wellness.

85. Sponsor local events, positioning your practice as a supporter of community wellness.

86. Place ads in local directories or therapist listings to help potential clients find you.

87. Send postcards to local businesses or organizations, sharing information about your services in a non-invasive way.

88. Create professional signage for your office that reflects your brand and professionalism.

89. Offer your services to local media outlets as an expert on mental health, allowing your voice to reach more people.

90. Develop a professional brochure for referral partners, clearly outlining your services and approach.

Community Engagement & Outreach

91. Offer free webinars on trending mental health topics. Focus on current concerns, like managing pandemic stress, and use these events to introduce your approach.

92. Host monthly or quarterly Q&A sessions on social media. Create a consistent schedule so followers can anticipate and engage with you regularly.

93. Create a local mental health awareness event in partnership with schools, gyms, or community organizations. You can present on relevant mental health topics and provide value to attendees.

94. Lead mindfulness or self-care sessions in outdoor settings like parks, encouraging community engagement with your services in a relaxed environment.

95. Sponsor local wellness challenges (e.g., meditation, gratitude journaling) and engage the community by encouraging participation on social media.

Leveraging Technology

96. Offer virtual ‘Ask Me Anything’ sessions for prospective clients to ask about therapy, your approach, or general mental health tips, while keeping boundaries in place.

97. Create mental health worksheets, journals, or downloadable resources and offer them for free or at a low cost via your website or platforms like Etsy.

98. Develop a mental health app (or collaborate on one) focused on guided relaxation or mindfulness exercises, providing value and staying connected to potential clients.

99. Run email drip campaigns for potential clients who sign up for a newsletter or free consultation, offering them helpful resources and reminders of your services.

100. Use QR codes on physical marketing materials like business cards or brochures to direct potential clients to your website, social media, or booking platform.

Now you have 100 ethical and effective self-marketing ideas to help you build your client caseload as a pre-licensed therapist. Use these strategies to ethically promote your services while connecting with those who need your expertise most.

Written by Jen Hyatt, a licensed psychotherapist at Storm Haven, Counseling & Wellness in Temecula, California. 

Disclaimer:
The information provided in this blog post is for general educational purposes and should not be considered legal or professional advice. Advertising and marketing regulations for mental health professionals can vary by state, country, and governing body. It is essential that readers consult with their local licensing boards, governing bodies, and legal counsel to ensure compliance with ethical standards and advertising guidelines specific to their region or profession.