Podcast: Play in new window | Download | Embed
Subscribe: Apple Podcasts | Android | Email | Google Podcasts | | More
Not sure how to leverage media attention? Always wondered how to form favorable relationships with the media? Keen to hear about some strategies for engaging media?
In this podcast episode, Joe Sanok speaks with Dr. Chloe Carmichael about fostering fruitful media relations, how you can use media coverage to create more content and grow your practice.
Everyone loves payday. But loving a payroll provider? That’s a little weird. Still, small businesses across the country love running payroll with Gusto. Gusto automatically files and pays your taxes, it’s super easy to use, and you can add benefits and HR support to help take care of your team and keep your business safe. Plus, listeners get three months free when they run their first payroll. So if you want better payroll in 2019, now’s the time to start. To get 3 months free once you run your first payroll just go to gusto.com/joe.
Meet Dr Chloe Carmichael
Chloe Carmichael, Ph.D. is a licensed clinical psychologist, known as Dr. Chloe, who heads a successful private practice with multiple offices in New York City that focuses primarily on relationship issues and stress management as well as career coaching. Dr. Carmichael leverages technology with psychology to expand her counseling services across the country through online private and group sessions. She also helps therapists and coaches who want to build a successful practice of their own.
Find out more about Dr Chloe on her website, Twitter, Instagram, LinkedIn or Facebook.
Dr Chloe Carmichael’s Story
Dr. Carmichael attended Columbia University for a BA in Psychology, and graduated summa cum laude with Departmental Honors in Psychology. She completed her doctorate in Clinical Psychology at Long Island University in Brooklyn; the LIU Clinical Psychology Program admits fewer than 10% of applicants and is accredited by the American Psychological Association. Dr. Carmichael completed her clinical training at Lenox Hill Hospital and Kings County Hospital, as well as other settings such as community clinics and academic centers. Dr. Carmichael has published work on issues related to psychotherapy through academic sources such as Guilford, and presented at the Anxiety Disorders Association of America.
In This Podcast
In this podcast episode, Joe Sanok speaks with Dr. Chloe Carmichael about fostering fruitful media relations, how you can use media coverage to create more content and grow your practice.
Fostering Fruitful Media Relations
Whenever media calls, I react instantly.
How to land good media spots:
- Having a good website
- Set up a profile on Help A Reporter Out
- Breaking the TV barrier
- Invest in a professional photographer for your profile photos
How Media Can Help a Practice Grow
When we see a lot of people looking at something, we assume that there’s something important to see.
If you’re on TV or you have been quoted somewhere, if you can showcase that, it will make anyone who sees that take you more seriously immediately.
Strategies to Engage the Media
Only allow yourself 10 minutes to respond and only give them 3-4 concise sentence.
Media want something very quick and relatable. Treat it as though you’re at a cocktail party, talking to a friend who wants the quick answer, and your perspective will shine through this casual conversation.
Making the Most Out of Media Appearances
- Write blogs around a TV appearance
- Embed TV clips on your website
- Share a few talking points with the host in advance
To get 25% off visit Profitable Practices and use the code ‘Joe’
Meet Joe Sanok
Joe Sanok helps counselors to create thriving practices that are the envy of other counselors. He has helped counselors to grow their businesses by 50-500% and is proud of all the private practice owners that are growing their income, influence, and impact on the world. Click here to explore consulting with Joe.
Thanks For Listening!
Feel free to leave a comment below or share this podcast on social media by clicking on one of the social media links below! Alternatively, leave a review on iTunes and subscribe!
[JOE]: Small businesses and private practices across the country love running payroll with Gusto. Why? Because Gusto automatically files and pays your taxes. It’s super easy to use, plus you can add benefits and HR to help take care of your business and your team. But here’s the thing. It’s almost 2019 and switching to a new payroll provider can be tricky. Fortunately, Gusto can help as long as you get in touch now. Try demo and test it out at gusto.com/joe. You’ll even get three months free when you run the first payroll. That’s gusto.com/joe.
This is the Practice of the Practice podcast with Joe Sanok, session number 345.
Well, I’m Joe Sanok, your host and welcome to the Practice of the Practice podcast. If you’re just joining us and this is new, welcome. We are so excited that you’re here. Just like we like to say for our new sponsor Gusto who helps with payroll management. So, I’m super excited about Gusto. I’d been following their work for a while and they reached out to me and said, “Hey, we’d like to be a sponsor.” And I said, “Yeah, absolutely.” Like I didn’t even have to think about it because I already know they’re an awesome company.
So, today we’re going to be talking with Dr. Chloe Carmichael about just getting local media’s attention, big media’s attention. She’s done a number of really cool things that I’ll share with you in a minute, but you know, why is this important? You know, it’s so important to access those things that are free. So, few therapists are willing to be on TV, willing to be on the radio, willing to write for your local newspaper, and those are areas that can really help you stand out in a competitive market, especially when you’re in a larger town or even a small town, really to be one of those go-to people that have that clinical expertise; is so important.
I did a keynote for the Illinois counseling association recently and I was talking about Aha moments and how you can foster them. And one of my main points, I went through kind of these myths and then talked about the truths. So, the three myths where the first one is that you just got to work harder and hustle. And kind of the truth for that is that, you know, really when you slow down, that’s when your biggest Aha moments happen. The second myth was that you have to come up with new ideas and actual truth there is that, you know, most new ideas are actually just linking together all the ideas in a new way.
And then the third myth was that we don’t have any real skills that who am I basically in this competitive field? And you know, that’s the one I want to zero in on for a second. And if you look at the stats, say you took a hundred average Americans and put them all in a room, of those hundred only eight would have master’s degrees. So, only 8% of our nation has a master’s. So, right away, academically you’re in the top eight of 100. Now, what are the odds that of those eight that there’s going to be a doctor, a lawyer, you know, other people that have master’s degrees, physical therapists, you know, all sorts of people that have a master’s degree or higher.
Most likely you’re going to be the only mental health provider in that room. So, in an average hundred-person room, you’re probably the smartest person there. And so, as therapists, as practice owners, we tend to have pretty small egos, but really huge skillsets and a lot of our world have huge egos and very small skillsets. And so, we need to be out there. And the more that we’re out there, it’s going to help our practice. But even more so, it’s going to give us more influence and impact on the world. And you know, over and over we talk about how, you know, we want to grow our income, we want to grow our innovation, we want to grow our influence, we want to grow our impact. And so, those four things all work together to help you have a successful business. But even more than that, to have a great life. So, without any further ado, I give you Dr. Chloe Carmichael.
Well, today on the Practice of the Practice podcast, we have Dr. Chloe Carmichael. She’s a licensed clinical psychologist, known as Doctor Chloe, who heads a successful private practice with multiple locations in New York City that focus primarily on relationship and stress management as well as career coaching, serving more than 1000 patients in Manhattan. Carmichael leverages technology with psychology to expand her counseling and consulting services across the country through online private and group sessions. Dr. Chloe, how are you doing today?
[CHLOE]: I am great, Joe. Thanks so much for having me.
[JOE]: Yeah, yeah, I’m really glad to have you. I think one thing that really stood out right from the beginning when I was kind of looking at the referral from David saying, “Hey, you got to hang out with Dr. Chloe.” One thing I was really impressed with was how much media you have been able to get. Holy Cow! You are killing it there.
[CHLOE]: Thanks so much, Joe. Yeah, I mean, I think part of it just comes from the fact that I do live in New York City, so we are a little bit of a media hub, but I think it’s also that whenever media calls, I react instantly, which I think is something that a lot of therapists struggle to do because we have a tendency sometimes to want to almost overthink things and feel like where we have to present a finished term paper. And so, we get back to the media like the next day after we’ve gotten our thoughts together. And by that point, they’ve moved on. So, I found personally that reacting quickly is the key to good media relationship.
[JOE]: Now, when you were first starting out, how did you get that first couple of media spots?
[CHLOE]: Yeah, so, a few ways. I think first of all, having a good website is really important, because especially if you haven’t been in the media before, whether in print or on TV, that’s really the only way that you have to present yourself. So, I always had a good website right from the start. And I think that helped a lot. And then I also started using a service called Help A Reporter Out —
[JOE]: Oh, I love HARO.
[CHLOE]: Yeah, HARO. And so, I just, you know, made a profile there. And I remember at the time I was starting out, I was just out of graduate school, so, paying even like the $50 a year fee to set up a profile on there felt like a lot to me. But I’m glad I did it and I just started providing quotes through HERO. I think that helped. And then finally, they call it breaking the TV barrier, which is that once you get on TV, then suddenly everybody starts calling you. And the way that I happened to break the TV barrier was VH1 Love and Hip Hop. They had a rap star that, you know, they wanted him to speak with a therapist, not like in a therapy session per se, but just to talk to a therapist.
So, therefore, it was a lot easier as far as confidentiality because it wasn’t really a therapy session. But they googled, I think they, you know, he was just looking at profiles and things on Psychology Today. And to be totally honest, he told me he chose me because he thought I was attractive, but I think that that’s also a good reason to make sure that, you know, for therapists, especially if they want to be in the media to make sure that you have a nice strong professional photo because when the media is looking at people, of course, they’re conscious of what you look like. And so anyway, that was the first —
[JOE]: Well, and even like, I mean with the portrait mode on an iPhone, it is so easy to have a good-looking photo, even if you don’t have a professional photographer take it.
[CHLOE]: I beg to differ.
[CHLOE]: Yeah, I do. I mean, unless you’re really, really, really, really good at that stuff. But I think that personally for my practice, which focuses on high functioning people, you know, professional people, they’re looking for a professional themselves. And I personally cannot imagine they are going to a cardiologist that had like an iPhone photo representing himself.
[JOE]: That’s true. Yeah.
[CHLOE]: And so, I personally, you know, especially if you want to be in the media or attract, you know, really in my opinion, kind of white glove professional types, they can tell if it’s a professional photo.
[CHLOE]: And so, I feel personally just like I am a professional therapist and it kind of gets on my nerves when people like, you know, are like, “Oh yeah, I’m good at talking to people too.”
[CHLOE]: And so, I like to let the professional photographers do their job.
[JOE]: So, you would say that that’s kind of one of the things right at the beginning; invest in professional photography versus, like I see so many even Psychology Today profiles that are not even quality, that you would just say just jump to a professional photo versus even just doing a portrait mode on your phone.
[CHLOE]: Well, I actually talk about this in my profitablepractices.net series, which is, you know, for therapists for this type of thing. And one of the things I actually say is, “Yes, definitely jump to a professional photographer,” but before you spend the money on a professional photographer, have a few practice iPhone photo sessions yourself so that you get a really good sense of what your face looks like from different angles, et Cetera, et Cetera, et cetera. And then you choose what you feel is the best you can do with your own professional semi, you know, iPhone photo shoot, and then you show it to the photographer so that they have a benchmark, so that they can’t just walk in there and take any old stupid photo and say, “Here’s your professional photo.” You do the best you can. You get practice understanding what you look like when you do a photo shoot, and then you take the best shot and then you get a professional photographer to get one that’s even better.
[JOE]: Got you. Okay. So, when you, how did you break that TV barrier? Was it really just, they were kind of looking through psychology today and then he liked your photo or was there more to it than that?
[CHLOE]: Yeah, well that was, you know, as I said, you know, the starting point was, you know, that he liked the photo. So, in this particular case, they let the rapper like just go choose someone himself and then they would just approve whoever he chose. So, that was the first thing he did. He liked the photo and then when he called, somebody actually answered the phone. So, as we all know, it can be very difficult to reach a therapist. And so, when he calls my office, somebody answered the phone and said, “Hi, how can I help you?” And when he described what he was looking for, my staff is trained that if media calls that they, you know, escalate it immediately.
And so, you know, honestly if I had had to be handling all of that myself, I think it would’ve been very difficult to really understand and respond and pay attention to it because we do get a lot of noise, you know, kind of almost like a lot of spam callers or like, you know, salespeople are like, “Who is this? What is this? Is it valid?” And so, I really credit my staff, you know, for taking the time to talk to him and understand what it was that he wanted and then make sure that I was able to get back with him immediately and say, “Yes sir. Tell me when, tell me where. What are we doing? I’m on board.”
I find that people lose the media if they kind of dither at all. I actually will never forget it. There was this one time when The Today Show called my office and I had a receptionist who no longer works here and The Today Show said, “Hey, we’re wondering if Dr. Chloe can come on tomorrow morning to talk about stress.” And she said, “Let me check with her and get back to you.” And you know, of course, yeah, we got back an hour later and they were like, “Yeah, sorry, we’ve already gotten someone else.” So, the thing with the media, say yes and say it quickly.
[JOE]: So, say yes and then work out the details after the phone call’s over.
[JOE]: Yeah. So, it sounds like you had a lot of infrastructures that was already set up before you even were on TV that you knew that was going to be helpful in growing your practice. How do you think TV and being in the media, being quoted, how has that helped the practice grow?
[CHLOE]: Well, I think it’s huge. So, whenever I am on TV or anything like that, I always make sure to get a nice style shot so you can, you know, just freeze the screen and get a good jpeg of it. So, then you know, on my press page, when you’re, have a bunch of photos of yourself on TV or it gives you something to put in your newsletter, you know, to people. And it’s kind of sad because I know it’s not really totally true or accurate, but for whatever reason, I think it’s probably a social psychology phenomenon that when we see a lot of people looking at something, we assume that there’s something important to see.
And so, if you’re on TV and you can show that to people, whether you’re on TV or even you’re being just quoted somewhere where there’s a lot of eyeballs on it, if you can showcase that, then it will make anyone else who sees that take you immediately more seriously and think, “Well, if she’s on TV, she must be okay.” Or, “If she was quoted in the Huffington Post, then she must be okay.” And again, I’m not even saying that’s actually logical and correct, but it is what consumers tend to think.
[JOE]: Yeah. So, talk a little bit about Help A Reporter Out and what’s your strategy when you’re responding to those? Because from what I hear from a lot of people is they get three emails a day, they respond, it feels like it falls into a void and they’re like, “Is this even worth my time?” Maybe take us through, what strategies have you used to engage the media through Help A Reporter Out?
[CHLOE]: Yeah. Well, one thing that you can do certainly is, you know, just set your filters to make sure that you’re not getting inundated with too many emails. Also, I’ve noticed that when therapists in my profitablepractices.net group respond to HERO stuff, again, they tend to respond with like two to three paragraphs of information and it’s just too much. And it’s sad because I know that they’re doing this because they think that they’re creating a nice, thorough, fleshed out, you know, thoughtful response and it took them like an hour to do it.
What happens, I think is that the reporter gets that, doesn’t even read it, feels overwhelmed because they’re looking at like two to three giant paragraphs and they’re publishing a piece that has like a 500-word cap and they’re like, “Oh, okay, this is the therapist that has just way too much to say,” like, you know, big thought of like flapping jaws. Like just too much talk. So, what I want them to do is I want them to put a 10-minute cap. You only, like only allow yourself 10 minutes to respond and give them maybe like three or four good sentences. That’s it. Three or four really tight sentences.
And another thing I’ve noticed is that therapists tend to think that they have to include like something with research or some jargon, you know, to really show that they know what they’re talking about. And that’s great for getting an A on a graduate school paper or you’re, you know, getting cookies from your supervisor. But when it comes to the media, they really just want something very quick and relatable.
So, I advise people to almost pretend like they’re at a bar talking to a friend that wants like the quick and dirty answer to like, “How can I make my marriage better?” You know, just tell them like the quick and dirty answer and your knowledge will come through there without you even realizing it. Just your own intelligent therapist’s perspective but with you just talking as if you’re just speaking casually to a friend at a cocktail party.
[JOE]: Yeah. It’s like that whole curse of knowledge that the more we know, the harder often is to relate back to people. Even thinking about, you know, most of us that went into the field of counseling or psychology, you probably felt, you know, in high school that there was something that kind of clicked with us. We liked talking to people or we liked problem-solving. However, we would have articulated that to almost go back to your high school self and say like, how would you have described this back then when you didn’t know all that clinical jargon?
And I also love that point of just taking 10 minutes to do it. I do a ton of sprints with my business where I’ll set a timer for 20 minutes and see what I can get done or focus on what I’m going to get done during that sprint. And that whole idea of work expanding to the amount of time it’s given, Parkinson’s law, it happens so often where if you give yourself months and months to work on that keynote, you’re going to go over it a million times. Whereas if you just give yourself an hour, a couple of times and the next month, then you’re going to figure it out in that short period of time because you’re going to feel that sense of urgency. I think that’s so smart that you’re advising people to do that.
[CHLOE]: Thanks. You know, one other thing I will say on that too is, you know, as you said, when people share the quote and then if it doesn’t get used and that feels in their mind like wasted time, what I would encourage them to do is, since you’re on your computer anyway, like you’re typing, you’re on HERO, whatever, in another tab, open up, like I use Google Docs, and anything that you submit to a reporter, make a log of it in your Google doc so that you save that content and you know, the reporter that you sent it to. And then if they don’t use your content, then use that content yourself and use it to write a blog or use it in your newsletter or post on your social media.
[JOE]: Yeah. And because, I mean, those reporters are doing things that they think are trending right now anyway. And so, it’s like you sort of getting into their mind and can then speak about that.
[CHLOE]: Yeah. So, don’t just give it to them and then forget you wrote it. That was, you know, a good point that you made when you gave them your quote, you put together a couple of quick-tight thoughts, you know, use those as the seed for a blog or for a social media post.
[JOE]: Now, when you get some quote or something, or you are on TV, any sort of media, what are ways that people can use that on their website that you feel like really helped people get more clients and what are maybe some traps of how people use that that it turns people away?
[CHLOE]: Well I’ve never found it a way that it turns people away so far. I mean, unless you’re talking about stuff that is not like good for your practice. So, for example, I decline opportunities usually to talk about suicide. Like for a while, that Netflix show 13 Reasons was very popular and I appeared on TV talking about it and then I changed my mind, just started declining opportunities because I don’t work with people that are at risk of suicide. And so, I didn’t want to like really start attracting that, but otherwise, I haven’t found any downsides to it. So, I mean what I’ve also done is actually sometimes written blogs around TV appearance. Actually, my book, The 10 Commandments of Dating came about that way. I was called by Fox here in New York to just talk about dating season in New York.
And so, I wrote down my top 10 dating tips just so I’d have, you know, quick thoughts again because you know, you have like three minutes and I just wanted to have just rapid fire, quick organized, what are my best tips? And then the host was like, “Oh, these are great. You should put these into a book.” And so, then, when he published and when the segment aired, I then, you know, did like a little blog post around my top 10 dating tips and embedded the TV clip on the page. So, anything, you know, there’s just so many things you can do. What I would also say is that when you post a blog, when you get a TV clip and you put it on your website, you know, you want to try to make sure that you have remarketing going on so that once people click on your website, they always want to click and see a TV clip. And if there’s any way that you can have remarketing so that then there’s a cookie on them and then, you know, they’ll get served to ads about your practice, that’s always good too.
[JOE]: Got you. Now, what about when you’re in an interview and someone’s asking you questions that, that you feel like you don’t want to answer or you want to pivot? I’m thinking about when the movie 50 Shades of Grey came out. Local media interviewed me about that and it went in a very kind of dark direction, almost like I was promoting domestic violence in some way. And it was just like, I just kept going back to what I wanted to say and she didn’t actually end up using my clip because I didn’t say what she wanted me to say and I didn’t want to be quoted saying what she wanted me to say. What advice do you have in what situations have you been in where maybe the person interviewing you, you kind of pick up on, “I don’t think I want them to quote me on this and I’m going to pivot away from that question.”
[CHLOE]: Well, I actually had a very interesting situation like that. During the election, actually, a Russian TV station was in my office. And I swear this is so funny because of all this stuff now about collusion and everything, but a Russian TV station was in my office and they wanted to talk about Americans and the election. And at that point, it was Trump versus Clinton and they seemed really invested in the idea that Hillary Clinton was going to win. And they wanted me to talk about how women were going to be voting for Hillary because we were women and I, you know, took issue with the idea that women wouldn’t necessarily vote for a candidate just because they were women.
And so, I was, you know, kind of pushing back a little bit and talking about, you know, Americans and how we’re, you know, big into independent thinking and all that stuff. And I could tell that they didn’t really like it very much, but frankly, because it was a Russian TV station, I was kind of like, “Whatever, I don’t really care if you guys use my clip or not.” So, I felt a little bit more free on that one. But I would say one good way, Joe, to kind of try to make sure that the live interview or the taped interview does turn into something that feels good and usable for both sides. If you want to really try to make sure that that happens is to share a few points with the host in advance and say these are some talking points about the issue that I like.
You know, “How do these look to you?” Or even to write down a few questions that you would like them to ask you. And you have to be careful because you don’t want to offend them or make them feel like you’re telling them what to say. So, I always put it kind of like, “Hey, obviously ask me anything that you want, but if it’s possible, these are a couple of questions that I would love it if you ask me. But you know, if you had other ideas, I’d love to know what they are so I can just make sure that I’m ready for you when we’re on camera.” And that will sometimes prompt a good pregame discussion.
[JOE]: Yeah. I know when I first started doing a lot more radio interviews, especially with newer hosts, I would bring my main talking points and then bullets underneath research or different things. And I would frame it as, “I want you to be able to kind of take the limelight and be able to talk about something that’s, you know, makes you sound smarter. “So, wait, wasn’t there that Harvard research that happened here?” That then allowed them to really seem like they’re very informed on the topic, even if they just were kind of jumping into the interview.
[CHLOE]: Oh my gosh, you’re amazing, Joe. I want to be on your show all the time.
[JOE]: Well, and I mean, I think that’s the thing, that no host or interviewer wants to look dumb. And then of course you’re the expert, but if you can help them seem like they’re really well read and they can quote something that maybe they didn’t know that they were quoting, that’s going to help them really like you because, “Wow, Joe made me feel like I really knew my stuff, even though he gave me the handout to help him be able to do a better interview.”
[CHLOE]: You’re the best. That’s awesome.
[JOE]: Well, I know we’ve focused a lot on media and that’s because we haven’t done a ton of interviews around the media and around getting on media. But what are some other strategies for growing a practice beyond just getting TV media? I mean, I live in small Northern Michigan. I don’t necessarily want to be on the local TV because you know, 15 people might see it, but you know, of course, Today Show, that’d be great. But I don’t live there. What are other things beyond radio, beyond Help A Reporter Out, beyond local TV that can help people grow their practice?
[CHLOE]: Okay, Joe. but I will just say before we move on from that, since you mentioned you know that you’re in a small town and only 15 people might see it, if you can get on those local TV stations and get some nice clips and some nice still shots and post them on your website, then I think, I don’t have any research on this, but I think it would make visitors to your website be much more likely to book with you and much more prepared to pay a higher fee just because you’ve been on the TV station and they can see it right there on your website. Even if they never saw the clip and they weren’t tuned in at the moment, I still think that there’s a lot of value in that.
[JOE]: Sure. So, even if a lot of people don’t see it live, it’s still worth it just to have that clip to build the authority.
[CHLOE]: Also, for, you know, kind of segwaying into your next question about how we can get clients in general when you post any type of, you know, shots of yourself on TV. I pick up a lot of clients frankly in areas like Angola, Dubai, Korea, like I work with coaching clients all over the world and you know, they’re doing their best to try to kind of vet people and suss them out from very far away. And so, when you can show that you’ve been on TV, again, I’m not even saying it makes sense, but for whatever reason, it’s the legitimizer in people’s eyes.
[JOE]: Great point. So, and I want to ask after we kind of get to the first question more about how to do online coaching and counseling kind of on a worldwide basis, because I think that’s something a lot of people struggle with. They want to do it, but they don’t know how to find or get those clients from other countries. What are a couple of other strategies for getting the clients that you want?
[CHLOE]: Well, you know, what I did is when I started my practice, and I talk about this too in the profitablepractices.net series I made, is that when I started my practice, I gave myself a 40-hour work week and I showed up to my desk for work at those hours whether or not I had a client. And so, I guess I just think that what I would do during that time is I might be designing a brochure for my practice or I may be making a list of my entire network and people don’t realize how big their network is. Like, if you know, your network includes your nails salon, it includes your hair salon, includes all of these places, and so, if you can, you know, reach out and, you know, whether it’s giving talks to people or you know, getting active in your alumni association.
I actually am a huge fan also of a newsletter and again, you should be sending it if you want, you know, to all of those people, to your manicures, to your hair’ salon, at your house of worship, you know, and going out to networking events and my mailing list, Joe, I’m sure yours is huge, huge, huge. You know, and mine is also now to the point where it has thousands of people and I think people don’t realize that if you have someone on your newsletter list, they might not even be your client right now, but if you send them a newsletter every month or two, then it could be six or eight months from now or a year from now.
Suddenly, you know they’re going through a divorce and they’re like, “Oh yeah, I do get that newsletter from a psychologist every month. Let me Google my Gmail and pull that up,” and then you hear from them. So, I really am a big fan of newsletters as well and making sure that you again have a great website and have your best possible professional image out there for people to see. And then that you push it out there regularly, you know, through newsletters or talks or you know, social media.
[JOE]: Yeah, I think that especially with newsletters, what’s great is with the automated sequencing, you can set something up once and then it forever is perpetuating that. And so, if you help, you know, parents that have a child with ADHD and you create a nine-email course, teaching them about the basics of it, once you set it up, it just keeps going. And so, you’re providing content and really helping people to genuinely transform without having to keep creating that content.
[CHLOE]: Exactly. It’s evergreen, which is one of my favorite words, right? You know, we saw that, see it, and it’s there forever. And when you do have, you know, those newsletters and things, of course you can also post them as hidden pages in your website and then, you know, make sure that all of your SEO, tags, and Meta descriptions and everything are really good on them so that when say to your example of parents, like local parents are googling like parenting tips or whatever, then your newsletter and your website will pop right up.
[JOE]: Yeah. So, what about finding people? You’d referenced that you get clients from all over the world. How do people find you for that?
[CHLOE]: Well, I think it’s partially because, for example, I purchased early on domain names like skype-therapy.com or you know, things like that. So, the URL and the keywords I think are important. And then, would that way, for example, if someone across the globe is searching, you know, online therapist or whatever, having a lot of blogs in your website about that is helpful to make it very clear that that’s what you do so that you’ll start popping up when people do those searches and then making sure that there are lots of really good inbound links to your website, you know, from all kinds of different places so that, you know, for example, if someone across the globe is searching online therapist, you want to make sure that you’re in the first page or two of those search results.
What I also did is I wrote a how-to blog for US News and World Report about how to choose an online therapist. So, you know, I just think the more that you can establish yourself as an expert and get your name out there, remembering that someone who’s looking for an online therapist who’s across or online coach rather, who is across the globe, obviously it’s going to be digital. So, you need to really make sure that your SEO and your website and your photo and all these things that will keep coming back to you are really on point. There’s also, by the way, for people that are like really interested in this, I haven’t done it personally, but in my profitablepractices.net group, a lot of people are interested in that.
So, I’ve been encouraging them as well to do things like, Google for like an expert therapist, like expert therapy online and stuff. There’s actually quite a lot of directories for expert therapists than expert coaches and things like that. And if you were to start listing yourself like in all of those directories, I’m sure that would be helpful too
[JOE]: So, the last question I always ask people is, if every private practice owner in the world were listening right now, what would you want them to know?
[CHLOE]: I would want them to know that there is absolutely money to be made in the field of private practice to the point where you don’t have to see any clients that you don’t want to see. What really gets me, you know, down sometimes is when really excellent therapists end up getting burnt out because they’re taking away too many clients, more clients than they want to see, or they’re taking clients that they don’t even particularly have an affinity for or enjoy to work with and then they end up getting burnt out.
So, what I want private practice therapists to know is that you absolutely can just in your mind to think about a dream practice, a beautiful practice, one that gives you the opportunity to work with people that you really like and that will give you a lifestyle that feels good and you can absolutely have that. It’s a very reasonable dream.
[JOE]: So awesome. And Dr. Chloe, if people want to connect with you and connect with your Profitable Practices, what’s the best way for them to do that?
[CHLOE]: Well, they could go to profitablepractices.net and they could use the code Joe, [JOE] of course, for 25% off.
[JOE]: Awesome. Well, thank you so much for being on the Practice of the Practice podcast.
[CHLOE]: Thanks for having me, Joe.
[JOE]: Well, as you get ready for the next year, can you believe this year’s already almost over? Holy cannoli! It just flew by. I hope your year was great and if it wasn’t, look at it in the rear-view mirror and look forward to 2019. if you’re listening to this in the future, congratulations. You’re in the future. You made it. We have some killer people coming up. Let me just pull up who we have coming up.
So, on the 1st of January, we are launching the New Year with Hal Elrod. Hal Elrod wrote The Miracle Morning. He is insane. So good. And then we have Kelly Higdon, she is a master of designing your annual calendar. She’s going to be coming out on the eighth and then we have Dr. Julie Gottman on the podcast. Then we have Mike Michalowicz who wrote Profit First, has new book Clockwork, and then we have Allie Casazza. She is killing it in e-courses. She’s grossing 40 to a hundred thousand dollars per webinar that she does. And then we’ve got some Q&A coming up as well. So, we’re really excited about what January has as an offering for you, some great guests coming up.
I’m really excited to have Gusto on as a sponsor, gusto.com/joe for all of your payroll needs, taxes, all of that. They’re just so streamlined. So, go check them out. Also, Killin’It Camp tickets are going to go on sale on January 15th. That’s when they’re going to launch. So, you can go over to killingitcamp.com or the secret link. It’s practiceofthepractice.com/cotickets for Colorado tickets. Killin’It Camp is going to be that awesome event that we’re doing out in Estes Park Colorado in October. So, thanks again to our sponsor, gusto.com/joe.
Thanks for letting me into your ears and into your brain. We’ve got one more episode before the end of the year and then we’re going to dive into next year. All right. See you.
This podcast is designed to provide accurate and authoritative information in regards to the subject matter covered. It’s given with the understanding that neither the host, the publisher, or the guests are rendering legal, accounting, clinical, or other professional information. If you want a professional, you should find one.