Episode Summary: "5 Steps to Build a 6-Figure Couples Therapy Practice"

Podcast: Private Practice Startup
Hosts: Dr. Kate Campbell & Katie Lemieux
Guest: Shane Burkle, Certified Relational Life Couples Therapist
Episode: 145
Air Date: July 20, 2019

Overview

In this episode, Dr. Kate Campbell and Katie Lemieux sit down with Shane Burkle, a couples therapist and host of the Couples Therapist Couch podcast, to break down the five essential steps to building a 6-figure couples therapy private practice. Shane draws on his own journey from generalist to niche therapist, providing actionable strategies for education, support, personal development, marketing, and networking specific to growing a thriving couples practice.

Key Discussion Points & Insights

1. Shane’s Journey from Generalist to Niche Expert [03:18–05:23]

• Shane shares how he began as a generalist after grad school, working in agencies and taking any clients he could. Through resources such as blogs and podcasts, he realized the importance of niching down.
• He focused on couples work, citing his interest in solving interpersonal "mysteries" and improving relational dynamics.
• Mentorship from Terry Real and certification in Relational Life Therapy were pivotal in his development.

  "I feel like it's like I'm solving a mystery sometimes when I'm working with couples...That was always appealing to me." — Shane [03:57]

2. Launching a Podcast to Deepen Expertise & Build Credibility [05:25–09:21]

• Shane created the Couples Therapist Couch podcast to fill a gap in resources specifically targeted at therapists practicing couples therapy.

• The podcast exposed him to different models and leaders in the field, feeding directly into his own education and confidence as a practitioner.

  "I was surprised when I looked into it, there wasn't a podcast out there about the practice of couples therapy...I wanted to learn where to start having more training and what I thought was most helpful." — Shane [05:55]

• The podcast inadvertently became a tool for positioning himself as an industry expert, leading even clients from other states to seek him out.

  "It's definitely a way of positioning yourself as the expert in the industry...It's a pretty cool strategy." — Dr. Kate [08:45]

3. The Five Steps to Building a Thriving Couples Therapy Practice

Step 1: Education
[09:39–10:41], [22:23–23:00]

• Immerse yourself in training and literature from thought leaders (e.g., Gottmans, Sue Johnson, Terry Real, Stan Tatkin).
• Suggests focusing deeply on one couples model after initial exploration, then branching out.

  "Take your time and really read all the books that are out there...At some point, you're going to want to decide one to really focus on." — Shane [09:39]

Step 2: Get Support [10:42–11:31], [22:40–23:12]

• Join peer supervision groups, seek one-on-one consultation, and connect with more experienced clinicians.
• Emphasizes the value of supervision groups, particularly those specializing in couples work.

  "You don't have to figure this out for yourself...If you're a couples therapist, try to find a peer supervision group that's specifically about couples therapy." — Shane [10:55]

Step 3: Personal Development as a Therapist [12:40–16:32], [23:13–23:32]

• Engage in your own therapy, practice techniques in your personal relationship, and acknowledge your imperfections to clients for normalization.
• Shane believes personal growth work is critical both for professional credibility and genuine empathy.

  "If I'm going to be a good...someone who is teaching people about relationships, then I'm making sure I'm going to my own therapy. I'm practicing these skills with my partner." — Shane [13:11]

Step 4: Marketing & Defining Your Niche [16:32–18:49], [23:33–24:13]

• Go beyond “couples therapist”—drill down to specifics like divorce, discernment counseling, premarital therapy, etc.
• Effective marketing is about speaking directly to your ideal client’s needs and experiences.
• Warns against spreading yourself too thin (generalism); specificity creates memorability and business growth.

  "People get really scared about drilling down their niche and being too specific. They say, 'I want to work with anxiety, eating disorders, couples, and teens,' and it just leaves people feeling like they're very unmemorable." — Shane [17:45] "[Scarcity mindset] whispers in everybody's ears, really gets in the way for a lot of people, and then they become generalists, and then they work with so many people that they're really not passionate about..." — Dr. Kate [18:20]

Step 5: Networking [18:49–20:58], [24:14–25:04]

• Prioritize networking with other therapists, as they are a key referral source.
• Expand to doctors, lawyers, churches, and community organizations as relevant.
• Creating local therapist Facebook groups or other networks not only feeds your practice but builds leadership and local expert status.

  "My primary referral source has been other therapists...If I'm a generalist like you were talking about, and I'm introducing myself, no one's going to remember me. But if I say I'm a couples therapist, then people are going to say, 'I finally know someone I can refer these couples to.'” — Shane [19:04] “At this point, I think there's like 400 therapists in [my local Facebook group], and we all sort of...give each other referrals...It's really helpful.” — Shane [24:47]

4. Overcoming Fear & Embracing Your Niche [25:07–25:39]

• Shane encourages therapists to acknowledge any fears around narrowing their specialty and to move forward with confidence.

  "If they're not really identifying a niche and they're feeling afraid...I think it's probably coming from a place of fear, and I want them to have more confidence so they can step into having a more successful practice." — Shane [25:11]

Memorable Quotes

• "I feel like it's like I'm solving a mystery sometimes when I'm working with couples and trying to help them figure out how to do things in a better way." — Shane [03:57]
• "You don't have to figure this out for yourself...If you're a couples therapist, try to find a peer supervision group that's specifically about couples therapy." — Shane [10:55]
• "...I wouldn't go to a therapist who was in the middle of going through a divorce if I wanted to work on my relationship...no matter how much training you've had...that you haven't figured your shit out in your own relationship, and that's important to me." — Shane [13:39]
• "People get really scared about drilling down their niche...and it just leaves people feeling like they're very unmemorable." — Shane [17:45]
• "My primary referral source has been other therapists. Networking in your community with other therapists is the first thing that anybody should do." — Shane [18:52]
• "If you're not really identifying a niche and they're feeling afraid...I think it's probably coming from a place of fear and I want them to have more confidence so they can step into having a more successful practice." — Shane [25:11]

Timestamps for Key Segments

• Shane’s background & start in therapy: 03:18–05:23
• Why start a couples therapy podcast: 05:25–07:24
• How the podcast built his practice/credibility: 07:24–09:21
• Step 1: Education: 09:39–10:41, 22:23–23:00
• Step 2: Get support: 10:42–11:31, 22:40–23:12
• Step 3: Personal work as a therapist: 12:40–16:32, 23:13–23:32
• Step 4: Marketing & niching: 16:32–18:49, 23:33–24:13
• Step 5: Networking: 18:49–20:58, 24:14–25:04
• Overcoming fear & building confidence: 25:07–25:39

Takeaway for Listeners

Shane’s message encourages clinicians to:

• Be deliberate in their education, focusing on both breadth and depth.
• Build strong support systems through supervision and peer groups.
• Prioritize personal growth—practice what you preach!
• Embrace targeted marketing and deeply understand your niche.
• Network strategically, as connections often translate into business growth.

"Acknowledge your own fear...have more confidence so you can step into having a more successful practice." — Shane [25:11]

Additional Resources

• Shane’s free Working with Couples 101 mini-course (link via show notes)
• Dr. Kate & Katie’s A to Z Practice Building Cheat Sheet (privatepracticestartup.com)

For more information, detailed resources, and show notes, visit:
www.PrivatePracticeStartup.com