The Well Stocked Library Metaphor...

See your psychology practice as a well stocked library

As psychologists we have a tendency to have an abundance of books anyway – we have a well-stocked library literally and figuratively.

Since we’re experts and because we see a lot of things that are relevant to our profession happening in the world around us, there can be a tendency for us to talk about many different topics on our social media feeds and that’s okay, but when it comes to marketing what we need to do is to be really clear in our messaging.

When it comes to getting more clarity in your marketing messaging, the metaphor I find helpful is going into that well stocked library and think about the one book you’re picking off the shelf that truly represents what you want to be known for.

Now if I was to try and talk about everything that’s in this book that still is a lot of messages to be sending. It can cause our messages to become less memorable.

What helps is to think about what’s on the chapter list of the book that represents what you and your practice is bringing to the world. Look at the two or three ‘chapters’ that you would want to be known for and pick these as your main content areas in your marketing.

it’s not the overall library you’re bringing into your marketing, it’s not the overall book, it’s about choosing your two or three specific chapters you want it to be known for.

Those chapters don’t have to be forever, and you can still have a little variety in there from time to time, but repeated, focused messages and stories helps people develop a coherent understanding of how you help them.

Those are the stories that they repeat to their friends, which is how your reputation grows.