Are you still marketing yourself as a generalist?
“Donald Roller Wilson” by Wonderlane
Do you pride yourself as a Jack or Jane of all trades i.e. “I work with everyone!” ?
If so, you are confusing what you do with how you market. What you do and who you work with may very well include a large variety of issues and clients. However, if you have too many empty time slots on your calendar, your generalist marketing may be your problem.
There was a time when marketing yourself as a generalist was the hallmark of a go-to therapist. It was thought that she could do it all. But things have changed and so should you.
- Today, clients want an “expert” and nicheing lends itself to the perception of expertise.
- Marketing yourself as a generalist makes you forgettable. And, marketing yourself as someone who has a special interest in X, makes you memorable.
- Nicheing allows you to market your services in a more focused way. That translates to less money, less wasted time, and more strategic contacts.
So the real question is . . . What’s keeping you from nicheing your practice TODAY?
Tamara,
I am finding it difficult to zero in on a niche as an emerging counselor. It has been easier to know what I do not want. I find myself shying away from couples and families as well as teens and children. Other than that, I am not sure how to define or even know my niche.
Do you have a book or resources you can recommend?
Brenda
Hi, Brenda! Thanks for dropping back in here to chat. You are one the right track and in the coming year I’ll be posting a lot more on this topic. However, in the mean time, yes, I do have a terrific book to recommend. It’s Nichecraft by Dr. Linda Falkenstein. Just remember that your soon-to-be identified niche is for marketing purposes. It’s not about what you do or who you work with . . . . It’s about what you want to be known for. You’ll certainly work with a variety of issues but every therapist needs something to “hang her hat on” so that she becomes memorable.
Hi Brenda, finding you niche market is a challenge. Several months ago, I decided to open a family support agency. Basic research revealed a number of therapists and counsellors practicing in the community; this left me wondering if there was room for another. Further research and a critical analysis of my interests, skills, life experiences, and professional qualifications resulted in identifying a unique market niche. To quote Tamara, I have found something to ‘hang my hat’ on!
I highly recommend taking time to identify (a) exactly what types of services you want to provide (b) what types of clients do you want to work with and (c) what you want to accomplish. This information will help develop your vision and mission statement – the stuff that makes you unique. Another critical component is taking time to identify what is and is not available in your community. Armed with this information, you will be well on your way to identifying your niche market.
Best of luck!
Dianne
Hi, Dianne! I couldn’t have said it any better. And, that, of course, is the stuff we didn’t get to focus on in graduate school! Taking the time for self reflection really will make a huge and long-term difference in the success of your practices. And, your niche, Dianne, is one that is sorely needed and typically under-served and overlooked.
Thanks for speaking up here as we continue to build our online community and support for mental health professionals!
Thank you for sharing this! Finding my niche is something that I continue to consider as I develop myself and work to figure out the best way I can be of service. Thank you.
Grace & Peace,
Relando! How nice to find your voice here! Most of us start out failing to niche our practices out of fear and misinformation. The truth is that you probably have many interests. Pick one and go for it! It’s the very best thing you can do to make sure your practice gets noticed! And, THAT is what allows you to build a strong and vibrant practice.
I hope you will be back often to visit Private Practice from the Inside Out and bring your voice to the conversations.
Wow, I hadn’t ever read about a niche being a marketing thing, not a practice thing. I have a handful of passions, but a bucket full of interests. I know that what comes through the door is often more than meets the eye, but I was worried about painting myself into a corner. What an important clarification, thank you!
Hi, Kat! And, thanks for prowling around my blog to check out some of my older posts! I’m glad you are finding them to still be relevant.
For so many of us, the thought of nicheing is . . . well, a bit terrifying! Especially in the the early years of private practice. We are afraid that we won’t make enough money to pay the bills. Like you, many of us have a bucket load of interests . . . and we’re afraid that if we niche our practices that we will be forced to sacrifice some of those interests. So let me say this again . . . . Nicheing is how you get referral sources to remember you. It give them something to hang their hat on . . . or rather a way to remember how you are special. It’s not the only way you are special. It’s just helping them remember that you are special. That’s all.
Nicheing doesn’t require that you swear off of working with certain populations or with certain issues. It only requires you to narrow you marketing and your language for the purpose of focusing. And, while you are focusing your marketing and language, you are also focusing your colleagues i.e. referral sources’ eye . . . which allows them to bring you up close in their mind and see just one way (your niche!) that you are special . . . memorable. And, in doing so, you drastically increase your likelihood of getting referrals.
Of course, my expectation is that once they refer to you and have an opportunity to see up close what you have to offer, they will actually see the many ways that you are special . . . because, of course, we all are.
Kat, I so enjoy having your voice here on the blog. Thank you for actively sharing your thoughts and experiences so that we can continue to grow and connect our practices and our online community!
I am in graduate school and have chosen a very defined niche population for my studies. Women Vets from the Persian Gulf War with Co-Occurring Disorders. My training has begun with very general populations, but I do plan to focus on Vets further down the road, and to continue to narrow my focus. I have no idea if I have a good plan, and of course I will fine tune it with time. I do know that I will definitely not be a generalist.
Bonnie! This is such a great niche and plan for your practice!!!!!!
There is a huge need in the United States (and likely elsewhere, too!) and so little understanding of the journey for veterans and military families!
You may find inspiration from my colleague and friend Duane France, LPC and his blog Head Space and Training .
Thank you so much Tamara!