Abundant Practice Podcast Ep. 704: Instagram Strategy

Host: Allison Puryear
Guest: Chris
Date: November 12, 2025

Episode Overview

This episode focuses on developing an effective and authentic Instagram strategy for therapists—specifically those in private practice who want to reach ambitious professionals struggling with workplace anxiety and performance issues. Allison guides Chris, a therapist, through clarifying his niche and translating that clarity into Instagram content that resonates with his ideal client. The conversation is rich with practical advice, personal anecdotes, and actionable steps for therapists wanting to leverage Instagram without losing authenticity or succumbing to marketing overwhelm.

Key Discussion Points & Insights

1. Niche Clarity and Messaging

Chris’s Challenge:

• Struggles with wording his niche during networking: “performance anxiety, but not the bedroom kind—the boardroom kind.”
• Concerns about being clear and specific enough, both in “real world” conversations and on Instagram.

Allison’s Reframe (04:29):

• "I want to challenge that because in my mind I'm never going to forget who you work with if you say it just like that.”
• The memorable phrasing helps people instantly understand who Chris helps.

Insight:

• It’s okay to use relatable language ("boardroom not bedroom")—it sticks.
• The authenticity in self-doubt often actually opens up dialogue (“tell me more” moments).

2. Defining Content Pillars on Instagram (06:36–09:26)

• Chris wonders if having multiple “pillars” dilutes his focus—should he pick just one topic?
• Allison: Talk about “performance anxiety for professionals” as the umbrella. Related topics (panic, anxiety) naturally fit underneath.
• Chris personalizes his niche: recounts a formative panic attack during a job interview; Allison confirms this personal story adds resonance and relatability to his content.

Quote (09:01, Allison):
"You kind of hit the nail on the head when you said, I didn’t know it was a panic attack because your people might not either."

Actionable Takeaway:

• Let real experiences shape content; they likely mirror audience experiences and can clarify symptoms for prospects.

3. Ideal Client Description & Bio Strategy (09:26–10:59)

• Chris wonders if he should specify certain job titles (lawyer, engineer), or if broader descriptors are sufficient.
• Allison: Keep it broad but give occasional, specific examples to add color.
• Update Instagram bio to mirror networking pitch: e.g., “Performance anxiety therapist for the boardroom (not the bedroom).”

Memorable Moment (10:59, Chris):
“My bio feels a little bit boring right now and I think that will spice it up in a good way.”

4. Instagram Content Style & Authenticity (11:18–15:35)

• Chris dislikes following trends he finds inauthentic (“I hate trends. I think my people hate trends.” 11:18).
• His strengths: empathy, insight shifts/mindset reframes, hopeful/optimistic messages—problem-solution-success framework.
• Doesn't want to rely on endless carousels; wants storytelling and a mix of B-roll, talking head, and personal content (trips, life moments).

Allison’s Strategy (13:03):

• Blend educational and entertaining content; experiment to see what resonates most.
• Use carousels for storytelling to prevent them from feeling “boring.”

Quotes:

• Allison (13:08): “It depends on how it’s delivered... Is it education, entertaining, or how are you grabbing their attention and keeping it?”
• Chris (14:47): “At this point, carousels are being pushed... but I don’t want that to be my one bag of tricks.”

5. Overcoming Instagram Overwhelm & Scheduling (15:59–19:09)

• Chris feels overwhelmed by the ever-changing platform and conflicting marketing advice (be specific vs. be relatable).
• Allison advises:
  • Batch content creation and scheduling—plan posts BEFORE opening the app.
  • Don’t chase the algorithm; create what feels aligned.
  • Don’t use Instagram for inspiration if it leads to distraction.
  • “Offer good solid entertainment and education.” (18:17)

Quote (18:17, Allison):
"I would know what you’re going to post before you open up the app... Don’t get ideas from social if it sucks you down a rabbit hole because it’s all gonna say different stuff anyway."

6. Instagram Ads Strategy (20:14–22:56)

• Chris wants to run Instagram ads after building a consistent presence.
• Ad format: carousel with Chris’s face, specialties, and a call to action.
• Allison suggests making ad copy punchy with memorable niche phrasing:
  • “I work with professionals with performance anxiety—the boardroom kind, not the bedroom kind.”

Analyzing Past Ad Performance:

• Previous leads weren't ideal (seeking insurance, not professionals, etc.).
• New ad copy should attract self-paying professionals squarely in his target audience.

Notable Quotes & Moments with Timestamps

• 04:29, Allison: “I want to challenge that because in my mind I'm never going to forget who you work with if you say it just like that.”
• 09:01, Allison: “Your people might not know it’s panic…if you frame it as performance anxiety, that’s language they understand.”
• 10:59, Chris: “My bio feels a little bit boring right now and I think that will spice it up in a good way.”
• 11:18, Chris: “I hate trends. I think my people hate trends. I can't stand hearing the same audio more than twice.”
• 13:08, Allison: “It depends on how it's delivered... Is it education? Is it entertaining?”
• 14:47, Chris: “Carousels are being pushed... but I don’t want that to be my only trick.”
• 18:17, Allison: “I would know what you’re going to post before you open up the app... Don’t get ideas from social if it sucks you down a rabbit hole.”
• 21:26, Allison: “Have it punchy...I work with professionals with performance anxiety—the boardroom kind, not the bedroom kind. That's going to get a lot more interest.”

Action Items & Practical Steps

1. Clarify Your Niche Everywhere: Use memorable, specific language in networking, Instagram profile, and ads (“performance anxiety—the boardroom kind, not the bedroom kind”).
2. Content Pillars: Problem (empathy), mini-solutions (insights), and outcome (hope)—communicate these through stories, carousels, and relatable scenarios.
3. Content Types:
   • B-roll for emotional storytelling
   • Talking head videos for direct advice or encouragement
   • Carousels for education or life/photo dumps
   • Remix relevant leader/business content as needed
4. Batch and Schedule: Plan posts ahead; batch write and record; use tools to schedule for sustainability.
5. Refine Ads: Test specific, memorable messaging and tweak based on audience responses; aim for private-pay professionals.
6. Maintain Authenticity: Skip inauthentic, trendy content—do what feels aligned and resonates with your ideal clients.

Final Thoughts

Allison and Chris’s conversation is a masterclass in practical, therapist-centered Instagram strategy—centered on clarity, authenticity, and audience resonance. The takeaways stress building a sustainable process, using memorable and precise language, and prioritizing connection over following fleeting trends. Whether therapist or small business owner, listeners will walk away with a toolkit for making Instagram a valuable, doable part of their marketing that honors who they (and their clients) truly are.