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Welcome to the 22 new subscribers who have joined since the last issue. 143 therapists are reading today’s newsletter. If you’re reading this but haven’t subscribed, subscribe here.
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One of my favorite marketing metaphors to use with clients is a lighthouse. A lighthouse sends out a signal to passing ships. It’s a beacon. If you’re a Batman fan, you can think about it like your personal bat-signal.
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In marketing speak, being a lighthouse would be considered “inbound marketing,” which is about attracting customers by creating valuable content tailored to them.

When you’re a lighthouse, you put out a signal that attracts your ideal clients to you. You build your business in public instead of in private. Here are a few ways you can do this.
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✍️ Write blog posts
​One of the best (and easiest) ways to start putting out a signal is to write content for your website. Not sure what to write about? What are some of the topics that keep coming up in sessions with clients? Write about that. Or do a quick search of popular keywords related to your area of expertise. To find them, use a keyword tool like AnswerThePublic.com.
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​💬 Post on social media
​Share your articles on social media and drive traffic to your website. But don’t stop there. Seek out opportunities to engage with people. Respond to comments and messages. The more signal you put out, the more you will develop your reputation as a thought leader in your space.
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​🎙️ Be interviewed on podcasts
​What podcasts are your potential clients listening to? If you’re not sure, use a market research tool like SparkToro. You get 10 free searches per month. After you’ve identified your dream podcasts, pitch yourself to be a guest on them. The worst thing that can happen is they’ll say no.
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Being a lighthouse isn’t about being salesy. It’s about putting your signal out in the world to attract the right clients for you. It’s also not a “hack” or quick fix. It can take time, but it’s worth it.
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Until next time,
Michael
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