How to market to LGBTQ+ clients with Gino Cosme
My interview guest this week is Gino Cosme. Gino is a licensed professional counselor, published author, and LGBTQ+ researcher based in Lisbon, Portugal.
His areas of expertise include depression, anxiety, self-esteem, co-dependence, trauma, PTSD, coming out, internalized homophobia, and LGBTQ+ affirmative psychotherapy.
He has more than 10 years of experience working with gay adults dealing with stress, sexual abuse, anger control, family/couple conflicts, suicidality, and eating disorders.
I spoke to Gino about how he selected his niche, how he markets to gay men, and what advice he has for therapists who want to be better LGBTQ+ allies. Enjoy!
Why did you decide to specialize in working with gay men?
The decision to work with gay men was an extension of my personal therapy of many years. My experience highlighted a critical barrier central to my journey and to others in treatment, regardless of sexual orientation: comfort, trust, and rapport.
There's a sense of relatability when talking to someone who is also gay since they have likely faced similar challenges. I can identify with this because of the barriers I experienced as a client. This way, I want to provide a safe experience for other gay men. From the moment we exchange greetings, I want my clients to feel a sense of comfort and trust.
How do you market to gay men?
I am fortunate to have word-of-mouth referrals from past and current clients as my primary source of new clients. I rely and constantly build my professional network on LinkedIn as well as relationships with thought leaders, doctors, and psychiatrists.
In addition to my website, I write blogs about mental health topics of interest to gay men, which become a source of information. Many potential clients often research (e.g. Google) their challenges before seeking help, so content can be a good entry point.
What unique challenges do gay men struggle with?
Gay men face similar struggles to those experienced by other members of the LGBTQ+ community. Some challenges I see in practice include coming to terms with same-sex sexual orientation, self-acceptance, self-compassion, low self-esteem, feelings of anxiety and persistent worry, low mood and depression, substance abuse, eating difficulties, relationship troubles, and shame.
Often, gay men in therapy are survivors (not victims) of chronic trauma. Bullying, sexual assault, physical and emotional abuse, or abandonment are just a few examples.
How can LGBTQ+ ally therapists be more inclusive in their marketing?
To establish a successful marketing and communication plan, clients should feel seen, heard, and respected. Being considerate of LGBTQ+ stereotypes is especially important.
Inclusion and authenticity should be at the forefront of all messaging. And always remember, the word ally is a verb, not a noun. Simply stating it is insufficient. It helps to take action as well.
Anything else to add?
The LGBTQ+ community experiences mental health and mental illness difficulties no different than our heterosexual counterparts. One of the most significant differences is the context in which LGBTQ+ individuals grow up and live. Understanding minority sex theory alone does not suffice to serve this population better.
A true ally will learn about the LGBTQ+ community and its challenges. Engaging in community activities can be a way to accomplish this—what better time than Pride Month!
Thank you to Gino for sharing with us. Follow him on Twitter and check out his blog to learn more about his work with LGBTQ+ clients.