Use words of connection
I’ve written about using “you” statements in your marketing instead of “I” statements.
When you use “I” statements, you’re talking about yourself.
When you use “you” statements, you’re talking to potential clients.
It can also be helpful to use words of connection like “we” and “together.”
When you do this, your marketing can show the relationship you might have with a client.
Think about the feelings therapy seekers have when they look for a therapist—often they’re anxious or overwhelmed.
Now think about how you speak to people with those feelings.
Not by elaborating on all of the potential challenges they might be facing, but by pointing out how you can help them.
It can be useful to imagine you’re writing to one person.