Ethical Marketing for Therapists: How Do I Find Clients Without Feeling Pushy?
Oct 06, 2026Ethical Marketing for Therapists: How Do I Find Clients Without Feeling Pushy?
You have work that could help people. Maybe it is your therapy practice, a workshop, or a course.
But when it is time to tell people about it, you hesitate.
You do not want to fill someone’s inbox with pressure. You do not want to make promises you cannot keep. And you really do not want to become that person who turns every chat into a sales pitch.
So you put it off.
The problem is that people cannot choose your help if they never hear about it.
In Episode 183 of the Scaling Therapist Podcast, Tad Hargrave and I talk about how to share your work while giving people room to choose. Let’s walk through his ideas as a conversation between you and me.
“James, how do I market without trying to convince people?”
Audience: I know I need to market. But I hate feeling like I am talking someone into something.
James: I get it. One thing Tad helped me see is that people need a clear picture of your work.
Who do you help? How do you help? What do you believe about the problem they are facing?
When people understand those things, they can make a better choice.
Audience: But don’t I still need to ask them to work with me?
James: Yes. You can make an offer. You can explain the price and answer questions.
But the goal is to find out whether it fits.
We started this conversation in Episode 182: The Foundations of Ethical Marketing for Therapists, Part 1. Tad walks through ethics, making space, and finding your niche. Those three ideas come before the steps we cover here. STP 182
“What does ‘point of view’ mean for a therapist?”
Audience: That sounds like a marketing term. What would I actually say?
James: Your point of view is how you see a problem and what you believe helps.
Imagine you work with parents who struggle with setting limits. You could explain why being firm does not have to mean being harsh. Then you could show what a calm, clear limit might look like.
That gives parents a chance to understand your approach.
Audience: So I should teach before I sell?
James: That is a big part of what Tad describes. Make the case for your approach. Help people see why it makes sense.
They might think, “I want help doing that.” Or they might decide they want another approach.
Either answer is useful.
Audience: What if they learn from me and never buy?
James: Then they still learned something useful.
Tad talks about helping people see that a problem can be worked through, even if you are not the person they choose. That is a good way to serve people and show how you think.
“Should I build a course or workshop first?”
Audience: I keep hearing that I need a course, a membership, or a workshop. Which one should I make?
James: Start with who you want to help and what they need.
Tad puts the business model after your niche and point of view. Your business model includes the ways people can work with you and how money comes into your business.
Audience: Why does the order matter?
James: Because a format does not tell you what belongs inside it.
You could build a beautiful six-week course and still be unclear about who needs it.
Before choosing the format, ask:
- Who is this for?
- What problem are they trying to work through?
- What do I believe would help?
- What support can I honestly provide?
Audience: Can you give me an example?
James: Suppose you help parents learn how to set clear limits. A short workshop might give them a chance to learn and practice one skill.
If they need more practice and support, a longer program might make sense.
The offer should fit the help people need. You do not have to build something big just because someone else did.
“Where do I find people who might want my help?”
Audience: That all sounds good. But I still need people to show up.
James: This is where Tad’s idea of “hubs” helps.
A hub is a person, place, or event where your people already gather.
Think about who they know, which groups they join, and where they turn for advice.
Audience: So I should ask someone with a big audience to promote me?
James: First, learn about their people.
A large audience is not enough. You want a group whose needs fit your work.
For example, a therapist who helps parents might find a fit with a school parent group. Someone teaching practice owners about running their business might connect with a professional group.
Audience: But why would they want to work with me? I am not well known.
James: You may have something useful for their people.
Tad talks about offering a talk, writing an article, or meeting with a group. You do not have to show up claiming to be the biggest name in your field.
You need to explain what you do and why it might help.
“How do I ask without making more work for them?”
Audience: Group leaders are busy. I do not want to hand them another project.
James: Good. Make it easy.
If you offer a talk, bring a clear title, a short description, and the images or details they need to share it.
Do not make them figure out your topic and write all your emails.
Audience: What should they get out of it?
James: Tad says a partnership needs to help three groups:
- You, through a chance to share useful work.
- The host, through something that serves their group.
- Their people, through help with a problem they care about.
That is worth thinking through before you ask.
I shared in the episode that hubs have changed how I approach marketing. I look for people who serve the people I want to help, then think about what I can offer them.
“Do I have to post every day?”
Audience: I do not enjoy social media. Does that mean I am bad at marketing?
James: Tad says to choose a way of sharing that you can keep doing.
If you enjoy writing, helpful articles or an email newsletter may fit. If you like speaking, talks or workshops may fit. If you enjoy meeting people, events may be a good place to start.
Audience: So I can choose?
James: Yes. But choose something and make time for it.
You can spend months comparing tools and still never tell anyone about your work.
Also, more posts or ads will not make an unclear offer easier to understand. Get clear about your people, your approach, and your offer. Then choose how you will share it.
“What if someone says no?”
Audience: I know I could help them. It is hard to let that go.
James: That is a hard spot for helpers.
Tad talks about how needing to help someone can get in the way of being helpful. People can feel when we are leaning on them to change or say yes.
You can explain your work with care. You can answer their questions. You can leave the door open.
Their choice still belongs to them.
Audience: So what should my invitation sound like?
James: Something simple:
“Here is who this is for. Here is what we will work on. Here is how it works and what it costs. Let me know if you have questions.”
You do not need to turn their pain up to get a sale.
You need to help them understand the offer well enough to choose.
Links From the Conversation
- Episode 182: Ethics, Space, and Finding Your Niche
- Part 1 blog: The Foundations of Ethical Marketing for Therapists
- Marketing for Hippies
- Tad’s open office hours information
- Free Ethical Marketing Starter Kit
Your Next Step
If this way of marketing feels like a fit, get Tad’s free Ethical Marketing Starter Kit. That is its name. It includes his Seven Fundamentals of Ethical Marketing workshop and a workbook. Signing up also adds you to his email list. Information Page
Set aside time to work through it. You have work worth sharing. This is one place to learn how to share it with care.
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