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Welcome to the four new subscribers who have joined since the last issue. 121 therapists are reading today’s newsletter. If you’re reading this but haven’t subscribed, subscribe here.
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A simple yet effective marketing strategy is to shift your messaging from being company-centric to being customer-centric.
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When your messaging is company-centric, you talk about yourself, your experience, and what you do. It’s about you.

When your messaging is customer-centric, you talk about how you can help your customers. It’s about them.
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This is the premise of Jobs-To-Be-Done (JBTD) Theory, which states that customers buy products and services to get a “job” done. It’s outcome-focused. A “job” for a therapy client could be to manage their anxiety better or stop fighting with their partner.

When you use company-centric messaging, you aren’t speaking to the outcome your customer wants to accomplish.
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This isn’t to say you shouldn’t talk about yourself in your marketing or on your website. Your credentials, experience, and specialities are important to build trust with potential clients. The nuance here is to lead with how you can help them, supported by who you are—not the other way around.
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Let’s look at a few examples.
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​Company-centric: We specialize in couples therapy
​Customer-centric: We help couples have better relationships
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​Company-centric: We have 40+ years of experience treating trauma
​Customer-centric: Feel more calm, centered, and connected
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​Company-centric: #1 rated therapy practice in NYC
​Customer-centric: Therapy to help you heal and grow
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Here’s a hard truth: When people are looking for a therapist, they don’t care about you. They care about whether or not you can help them.
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Until next time,
Michael