Private Practice Startup Podcast: Episode 176

Title: It's Hard to Sell Yourself - Let a Marketer Do It For You
Date: March 7, 2020
Hosts: Dr. Kate Campbell & Katie Lemieux
Guest: Misha Conway, Founder & President, HIHO Marketing and Design

Episode Overview

This episode explores the all-too-common struggle therapists face in marketing themselves and their practices. Dr. Kate Campbell and Katie Lemieux sit down with Misha Conway, a seasoned marketer specializing in supporting therapists. The discussion centers on why outsourcing marketing tasks can be transformative, how genuine relationships are key to effective branding, and why building a strong foundation is more important than diving into marketing tactics. The episode delivers actionable insights, validation for therapists facing overwhelm, and encouragement to seek help and connection on the private practice journey.

Key Discussion Points & Insights

1. Misha’s Origin Story: From Nonprofits to Marketing for Therapists

• Misha transitioned from over a decade in the nonprofit sector to launching her own marketing business after helping a therapist friend revamp her website (04:24).
• Serendipity and word of mouth led her to focus almost exclusively on therapists—a niche she enjoys because of the genuine relationships involved.
• “My relationship with my clients mirrors that relationship that therapists have with their clients. It's about building a genuine relationship to support each other.”
  — Misha Conway [06:53]

2. The Big Hurdle: Why Therapists Struggle with Marketing

• Many therapists either underestimate the importance of marketing or find it too uncomfortable to promote themselves (05:30).
• Misha reframes marketing not as self-promotion, but as a way to connect clients seeking help with therapists who can offer it (06:09).

3. The Power of Brand Authenticity and Relationship

• Misha emphasizes the critical role of getting to know clients intimately before starting any branding or design work (08:46).
• “If I don't get to know the therapist, what I'm producing is going to be about me, but I'm not the one who's working with the clients.”
  — Misha Conway [08:46]

4. Misha’s Process: Helping Therapists Find and Share Their Voice

• The process begins with deep listening: asking therapists why they chose the field, who they help, and what lights them up (10:06).
• Misha uses conversation and reflection, sometimes even letting therapists “ramble,” to extract authentic insights that inform marketing materials (11:59).
• “Just having a person as a sounding board can be so important in developing or realizing who you are and what lives in your head.”
  — Misha Conway [11:59]

5. Isomorphism in Practice: Therapists Already Have the Skills to Market!

• The hosts connect Misha’s approach to therapy itself: listening, reflecting, validating—all skills therapists already possess (12:10).
• This natural parallel can demystify marketing for therapists, highlighting that those relationship skills translate to building a brand.

6. Step-by-Step Solutions: Avoiding Overwhelm

• Misha customizes her services (web design, branding, SEO, blog writing, social media) to each client’s needs and interests (15:38).
• Avoids “one-size-fits-all” advice, encourages therapists to keep doing what they enjoy and outsource the rest (18:01).
• “If there's things you don't like doing, don't do it. Let somebody else take care of it.”
  — Misha Conway [18:01]

7. Debunking ‘Musts’ in Marketing

• The false pressure of “you have to do all the things” is called out (18:31).
• The key is to focus on personalized marketing that feels good, authentic, and sustainable.

8. Running a Private Practice Can Be Lonely—But It Doesn’t Have to Be

• Isolation is common for solo practitioners; Misha underscores the value of connection, collaboration, and support (19:10).
• “Even though you might be on your own with your business, you're not alone in the world.”
  — Misha Conway [19:10]

9. Foundation is Everything: Don’t Skip to Strategy

• Foundational work (mission, values, messaging, ideal client) should precede tactical strategizing (24:42).
• Misha’s approach: discuss options, reassure clients that no one has to (or can) do everything, and test one thing at a time for clarity and results.

10. Letting Go of Overwhelm & Perfectionism

• Many therapists approach marketing already feeling overwhelmed; Misha reassures them they don’t have to leap into everything (26:58).
• Emphasizes a “meet you where you’re at” philosophy, familiar from therapy itself, to make the process humane and effective.

Notable Quotes & Memorable Moments

• “Marketing isn't a bad word. It's not something to be scared of. It's a way to connect therapists and counselors to people that are looking for help.”
  — Misha Conway [06:24]

• “The better I get to know my clients, the better my work is that I produce for them.”
  — Misha Conway [06:53]

• “I want to become an expert in a few areas, and I'll stick to those… If there's things you don't like doing, don't do it. Let somebody else take care of it.”
  — Misha Conway [18:01]

• “It’s better to move slowly than to not move forward at all.”
  — Misha Conway [29:35]

• “You don’t have to do all of the marketing yourself… Even if you’re on your own running your business, you don’t have to be.”
  — Misha Conway [29:35]

Key Timestamps for Important Segments

• 02:43 — Guest intro and background
• 04:24 — Misha’s transition and first therapist client
• 05:30 — Main challenges therapists face with marketing
• 06:53 — Why she chose to focus on therapists and client relationship
• 08:46 — The necessity of authentic branding
• 10:06 — Misha’s process for helping therapists find their voice
• 11:59 — The magic of reflective, therapeutic listening in marketing
• 15:38 — Customizing marketing solutions for clients’ needs
• 18:01 — Focusing on strengths and outsourcing the rest
• 19:10 — Combating isolation in private practice; seeking support
• 24:42 — Building the foundational brand before tactics
• 26:58 — Handling therapist overwhelm: one step at a time
• 29:35 — Misha’s core message and encouragement to listeners
• 30:30 — Misha’s giveaway for listeners

Resources & Offers

• Misha’s Offer: Listeners receive tips and $50 off a new website at hihomarketing.com/pps (Clarify with Misha for updated link).
• Hosts’ Resources: Free A-to-Z Cheat Sheet for building a dream practice at privatepracticestartup.com under the Resources tab.

Takeaways for Private Practitioners

• You don’t have to “sell yourself” alone—partnering with a marketer can help you find, refine, and share your authentic voice.
• Focus on what you love and do best—outsource or collaborate for tasks that drain you.
• Build a strong foundation (ideal client, mission, values, messaging) before worrying about which “strategies” or platforms to use.
• Marketing is about connection—not just promotion.
• Seek out community, support, and conversation—you’re not in this alone.