Episode Overview

Podcast: Private Practice Startup Podcast
Episode Title: Episode 137: Using Authenticity as a Tool to Grow Your Practice
Date: May 25, 2019
Hosts: Dr. Kate Campbell (Solo)
Guest: Maritza Barrera, LMFT, Certified Hypnotherapist

This episode delves into the pivotal role of authenticity in building and growing a private therapy practice. Dr. Kate Campbell and guest Maritza Barrera discuss practical strategies for clinicians to embrace, embody, and express their authentic selves in their work, all while navigating the unique challenges therapists face around "self-disclosure," branding, and mindset. The conversation is rich with personal anecdotes, actionable tips, and encouragement aimed at helping therapists attract ideal clients and find greater fulfillment in their vocation.

Key Discussion Points & Insights

1. Maritza's Journey with Authenticity in Practice

[02:32–06:11]

• Maritza shares her career trajectory: leaving agency work, experiencing stagnation in her first private practice, and intentionally creating a new practice aligned with her values and stage of life.
• She highlights how her roles as a mother and supervisor influenced her decision to rebuild her practice with deeper purpose and clarity, rather than as an escape.
• Quote:
  "To me, ever since I was a kid, authenticity is just how I am... My best friend says 'You’ve never met a stranger.' Everyone I meet, I want to find out your story." — Maritza [05:20]
• She emphasizes that authenticity isn’t a choice for her—it's a natural way of being that enhances her connection with others and underpins her therapy work.

2. The Challenge of Authenticity for Clinicians

[06:11–08:47]

• Dr. Kate and Maritza discuss common barriers for therapists: pressure from graduate school to avoid self-disclosure, perfectionism, and feeling boxed in by professional expectations.
• Maritza points out that authenticity is more nuanced than simply "being yourself"—it’s about understanding which aspects of your multifaceted self to express in various contexts.
• Reference to a pivotal lesson from graduate school: “Therapists, know thyself.”

3. Concrete Tips for Embracing Authenticity

[10:31–19:27]

A. Define Your Purpose

• Identify what you do well beyond credentials and training—think about inherent qualities that draw people to you.
• Quote:
  "Before all the skills, before all the learning, before all the books, what did I just naturally do that brought me here?" — Maritza [11:10]
• Maritza shares how her innate talent for rapport-building was affirmed by supervisors and informs her brand and practice identity.

B. Build Your Practice Around Who You Are

• Choose office decor, environment, and branding that truly reflect your personality, not just what you guess clients may expect.
• Authentic surroundings support your comfort and allow your best self to show up in session.
• Attracting clients is easier and more fulfilling when your environment and approach express your true self.

C. Re-examine Mindset and Permission to Evolve

• It’s natural for your practice, branding, and even your self-concept to evolve over time.
• Quote:
  "Nothing is ever finished. It's all a work in progress." — Dr. Kate [19:27]
• Maritza encourages therapists not to rush website launches or practice changes; instead, value the process of getting clear before putting yourself out there.

D. Embrace Timing and Seasonality

• Each phase of your career and life may call for a different emphasis. Past decisions don’t have to define your present or future direction.

4. Managing Mindset Challenges

[23:11–27:21]

• Mindset blocks—such as fear of marketing or self-doubt—are common when therapists try something new.
• Quote:
  "If you weren't afraid, I'd think something was wrong with you! The abnormal response would be to not have fear, but do it anyway." — Maritza [22:59]
• Maritza recommends “rigorous honesty” with oneself and focusing on strengths rather than flaws.
• Use what energizes you and bring it forward, instead of letting self-comparison or perfectionism get in the way.

5. Integrating Authenticity into Marketing

[27:32–28:50]

• Therapists have a moral obligation to let people who need their unique help know they exist.
• Marketing gets easier and more congruent when it flows from your genuine identity instead of borrowed phrases or forced ideas.
• Quote:
  "If they don’t know I’m here, I can’t help them. I had to get out of the mindset that marketing myself was yucky, and start showing up because I do bring something unique." — Maritza [27:45]

Notable Quotes & Memorable Moments

• "Therapists, know thyself." — Maritza quoting her professor [07:51]
• "I attract so many points of connection where I can just have such deep and profound empathy for them — because I’ve just naturally attracted those people who need what I have to give." — Maritza [14:36]
• "Be rigorously yourself — be true to yourself and be okay with that, whatever that is." — Maritza [27:34]
• "Inherently, as a therapist, you are marketing some of yourself… it’s you that they sit with." — Maritza [28:07]

Timestamps for Important Segments

• [02:32]: Maritza introduces her story and reasons for rebuilding her practice.
• [06:11]: Discussion: Why clinicians struggle with authenticity.
• [10:31]: Maritza’s actionable tips for embracing authenticity.
• [14:07]: Aligning environment, branding, and comfort with your authentic self.
• [19:27]: Permission to embrace the unfinished and the process.
• [23:11]: Addressing mindset fears and self-compassion.
• [27:32]: Final takeaways and call to “show up” with honesty.
• [29:49]: Guest’s free giveaway and contact info.

Practical Takeaways

• Define your authentic “why”—what drew you to this work, and how can you honor that in your daily practice?
• Surround yourself with cues and environments that reinforce your sense of self.
• Market from your genuine voice—remember, what feels unique to you is your strongest calling card.
• Let your practice evolve with you—don’t get stuck in the shoulds.
• Embrace and share your strengths, even if others have similar gifts; your combination of experiences is unique.

Maritza’s Giveaways

• Free Audio Downloads: Guided imagery or mindfulness recordings—email Maritza at mblmft@pureempathyllc.com.
• Discounted Personality Verification Call:
  • First 10 listeners: $50 for 30-minute session to clarify Myers-Briggs type and discuss leveraging it in practice or life.

Conclusion

This episode is a rich, practical conversation for clinicians striving to infuse their private practice journey with authenticity and intention. Listeners are encouraged to stay grounded in their natural talents, embrace the vulnerability of self-promotion, and let both life and business evolve organically. The insights shared will be valuable for both new and established practitioners seeking fulfillment and connection in their careers.