Values-Based Marketing (part 2): Identifying a Niche

This is part of a series created just for you (see part one here), focusing on how to market your private practice. I chose this as a series because marketing, next to confidence and financial accessibility, is one of the main challenges therapists face when starting a business.

Let’s build on the values work you did.

If you want to make it easy for people to find you...if you want to make it so you work with clients for whom you are the best fit…I have to tell you, you’re going to want to choose a niche.

A niche can be one of three things:

  • your own or your clients’ identities (trans, BIPOC, queer, ex-Catholic, youth, etc.)

  • the treatment modality (somatic experiencing, trauma-focused CBT, internal family systems, psychoanalysis)

  • or the problem needing to be solved (post-partum OCD, chronic illness and disempowering medical systems, navigating polyamory).


It can also be a combination of these.

So, to keep your practice full, you’ll want to choose one of two strategies:

  1. Choose an umbrella, and under that umbrella, have a niche.

  2. OR, just choose a niche and master it.


Examples of umbrellas:
I help people with trauma heal.
Helping people with depression feel better.
Helping those who are anxious find their calm.
Support for finding the right path for you.
Therapy for being your best self.


Examples of umbrellas with a more focused niche:
I help people with trauma heal.
I help young adults with childhood trauma, particularly experiences of physical abuse, heal and make their way through college and early career-hood.

Helping people with depression feel better.
Helping older BIPOC adults experiencing a lot of sadness or regret feel peace and find community.

Helping those who are anxious find their calm.
Helping pregnant or birthing humans who notice an increase in anxiety find ways to cope and decrease their discomfort so they can focus on their birthing experience/new child.

Support for finding the right path for you.
Support and financial therapy services for navigating the path out of bankruptcy and into financial stability and health.

Therapy for being your best self.
Therapy for those diagnosed with borderline personality disorder who have experienced trauma and just want to love and support themselves.

Try your own:

Therapy for __________ who feel/want/hate/are afraid of/need ____________.

You can work on refining the language, but the concept needs to be clear.

Not sure of your niche? Comment below, share what you think it is and I’ll give you some ideas.

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Values-Based Marketing (part 3): Choosing Your Words

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Values-Based Marketing (part 1): Choosing Your Business Values