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If AI can’t find you, how will your clients? How clearly can your ideal client recognize themselves in your messaging? Are you trying to market to everyone and reaching no one?
In this podcast episode, Brandon Shurn speaks about why your marketing isn’t working and how to fix it with Myown Holmes.
Podcast Sponsor: POP Consulting
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Meet Myown Holmes
Myown Holmes is a marketing strategist and consultant who helps therapists and private practice owners clarify their messaging, define their ideal client, and build sustainable visibility online. Through her work with The Prism FX and Socially Polished, she specializes in blending traditional marketing principles with emerging AI strategies, helping clinicians stay competitive in a rapidly evolving digital landscape. Visit The Prism Effect and Socially Polished. Connect on LinkedIn.
In This Podcast
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The marketing piece most therapists are getting wrong
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The essential three
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How to get AI to recognize and rank you
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Myown’s final takeaway for listeners
The marketing piece most therapists are getting wrong
For Myown, the simplest thing she sees far too many therapists trip up on in their marketing is knowing their client avatar and using it in their marketing efforts.
So many times when I work with clinicians … You always want to say, “I’m a clinician, I can work with anybody!” Which is true, right, but just like a clinician, you may have a specialization, there is a particular client avatar that you should be targeting. (Myown Holmes)
Targeting a specific client avatar in your marketing efforts does not mean that you can’t work with other people, but it just gives your efforts clarity.
Be specific in who you help, because it makes your marketing more successful, and it is easier for your future clients to find you.
The essential three
While having a client avatar is the first piece of the three essential aspects of marketing that Myown shares, the rest are:
1 – Client avatar, which is about who you are speaking directly to
2 – Marketing messaging, which is about how you are engaging with your clients and how you make them understand that you can see where they are at
3 – AI and technology in marketing alongside traditional SEO
I want you to educate yourself on using AI … You now need to start using AI and treating it like Google [and SEO]. That’s happening is that people are searching … If you have not been feeding AI information about you, or about your clinic, then I’m here to tell you that you’re not going to come up in the search. (Myown Holmes)
How to get AI to recognize and rank you
What you need to do is:
- Train the AI software that you are using with your private practice keywords
- Search yourself with these keywords on Google and in AI searches
- Get AI training for both you and your team so that you can become fully AI-literate and know how to remain HIPAA compliant
The first thing you can do is use AI for what it’s for and ask it to create a snapshot or a one-page manual to train your team on whatever AI system you want to use. (Myown Holmes)
Get granular with your client avatar, be clear on the language that you use to speak to your client avatar, and become tech-literate.
Myown’s final takeaway for listeners
Invest in your marketing! At a rate that is suitable for your budget. Keep the pulse of your marketing to know where you can do it on your own and where you can (and should!) hire a professional marketer to take over.
Secondly, go back to the drawing board and review your client avatar to make sure that you are clear on who the client avatar is, and whether your messaging is clear.
Lastly, ensure that you are staying up to date with trends in AI and the online space.
Useful Links:
- Work with us
- Visit The Prism Effect and Socially Polished. Connect on LinkedIn.
Check out these additional resources:
- Delegating Tasks Efficiently and Effectively | GP 324
- Practice of the Practice Network
- Group Practice Launch
- Group Practice Boss: www.practiceofthepractice.com/grouppracticeboss $149 a month
- PoP Group Practice Owners Facebook Group
- Free resources to help you start, grow, and scale
- Work with us
- Practice of the Practice Network
Meet Prof. Brandon Shurn
Brandon Shurn, Ph.D., LCPC, LMHC, AFC®, NCC, is a licensed clinical professional counselor and the founder of EmPower Me Holistic Counseling, a fully virtual Maryland-based practice. He’s also a full-time professor in Seattle University’s online Clinical Mental Health Counseling program. With extensive experience launching and directing university training clinics, Brandon now focuses on helping therapists design and grow impactful, sustainable practices. Outside of his work, he enjoys fitness, yoga, Wing Chun, golf, reading, and spending time with his family and dogs.
Visit Empower Me Counseling, and connect with Brandon on Instagram and LinkedIn.
Email him at: [email protected]
