Podcast Summary:

Private Practice Startup Podcast
Episode 201: The Dos and Don'ts When Starting a Private Practice
Date: July 18, 2020
Hosts: Dr. Kate Campbell & Katie Lemieux
Guest: Susan Block, LMFT

Episode Overview

This episode dives deep into the essential “do’s and don’ts” mental health professionals should follow when starting—and growing—a successful private practice. Featuring therapist, private practice expert, and newly-minted Private Practice Startup team coach Susan Block, the conversation is equal parts practical advice, real-world experiences, and motivational encouragement.

Whether you’re building your client base, shaping your brand, or fighting self-doubt, this episode offers actionable steps and honest insight into the challenges and joys of running your own therapy business.

Key Discussion Points & Insights

1. Susan’s Background & Unique Experience

• Susan is an experienced marriage and family therapist, recognized as one of Coral Springs, Florida’s top therapists.

• She’s passionate about animal welfare and volunteers with local shelters (see [03:41-05:25]):

  “You take them out and they’re depressed when they’re there, and then they go back and it gives them like a little boost so that when people are walking by the kennel, their tails are wagging again and they look more adoptable.”
  (Susan, 04:48)

2. The "Do’s" of Starting a Private Practice

A. Specialize and Create a Niche

• Stand out by focusing on what you love, getting extra training, and building your authority.
• Niches help set you apart and allow you to “charge what you’re worth.”

  “Find what is your passion. Fall in love with it, get some extra training in it so that you can charge what you’re worth.”
  (Susan, 08:12)

B. Build a Strong Online Presence

• Essential for client generation, especially for private-pay practitioners.
• Start with basic platforms (website, Psychology Today, GoodTherapy, etc.)
• Don’t get overwhelmed; start small and add as you grow.

  “Having a strong online presence is almost mandatory... If you’re self-pay, you have to.”
  (Susan, 09:04)

• Ties back to niching: Know whom you’re marketing to.

C. Invest in a Professional Photo

• Show warmth, professionalism, and authenticity.
• Phones suffice—just keep it clear and representative.

  “You could actually have a professional photo without a friend intakes. So just really, you know, having a good photo to put on your website, to put on your directories... is really important."
  (Susan, 14:15)

D. Connect and Network with Colleagues

• Reduces isolation, builds support and referral systems.
• Organize or join lunches, local events, online communities, or case consultation groups.

  “Private practice can be very isolating... So getting out there, whether it's through the Facebook groups or going to some networking events... is just a good way to connect.”
  (Susan, 15:20)

E. Content Creation: Blog & Vlog

• Write articles or record videos on your niche area for your website/social media.
• Increases reach and establishes expertise.

F. Outsource What You Dislike or Don’t Know

• Delegate website building, admin, and technical marketing tasks to specialists.
• Consider time-value: focus on what only you can do (counseling, client connection).

  “Outsourcing is hiring people to help you with areas that are just too much for you or you don’t have an interest in... I just knew right away that's where I was going to spend most of my budget.”
  (Susan, 19:34)

G. Master the Intake Call

• Practice confidence and refine your “client converting” script to turn inquiries into paying clients.

  “The importance of having a really good plan for your intake call is super important... that’s everything.”
  (Susan, 21:34)

• See [client converting call script resource mentioned at 22:13].

H. Get Specialized Training

• The more skilled and confident you are, the more value you can provide—and charge for.
• Build legitimacy in your niche.

I. Prioritize Self-Care

• Prevent burnout by taking real breaks and “staycations.”
• Susan models this by taking frequent mental health days.

  “Self care is knowing, you know what, I need to take a day off today... Whatever it is that you enjoy that really recharges you, take that time.”
  (Susan, 25:03)

3. The "Don'ts" of Starting a Private Practice

A. Don’t Compare Yourself to Others

• Avoid “shiny object syndrome”; instead, benchmark your progress against yourself.

  “Compare yourself to where you were six months ago, a year ago... let that be who you compare yourself to.”
  (Susan, 26:30)

B. Don’t Waste Time on Outdated Marketing

• Skip strategies like mass business card drop-offs at doctors’ offices.
• Focus time and money on high-impact online strategies.

  “You could run an ad on Facebook for a minimum of $5 that it's so minimal and it really gets your face out there.”
  (Susan, 28:45)

C. Don’t Try to Do Everything At Once

• Build your business in phases; don’t burn out by attempting too much immediately.

D. Don’t Hesitate to Ask for Help

• Lean on colleagues, friends, or hire a coach/mentor for guidance and accountability.

  “Just calling, reaching out for help, or even hiring a coach, you know, it’s okay to get some coaching... It's going to come back so much more when you're building your business.”
  (Susan, 31:13)

E. Don’t Underestimate Your Value

• Believe in your training and expertise; don’t undercharge out of fear or discomfort.

F. Don’t Overbook Yourself

• Understand your time and energy limits to avoid burnout. Set boundaries around your caseload.

G. Don’t Be Afraid to Be Afraid (Bonus!)

• Fear is natural—do it anyway.

  “You’re going to be nervous, you’re going to be afraid, but don't be afraid to be afraid.”
  (Susan, 36:00)

Notable Quotes & Memorable Moments

• On stepping into higher fees and growth:

  “[My coach] said, ‘You are not ready [for a six-figure practice].’ …And I said, ‘I’m ready.’ ...I went home and took that chance... And ever since that time, I have been charging what I’m worth. I have that six-figure practice. I’ve had it for several years now, and it was the greatest thing I ever did.”
  (Susan, 33:50)

• On self-care role modeling:

  “I have to say you role model that very well. So I’m always telling you that you’re great, you’ll take a day off just because…”
  (Katie, 25:27)

• On building a niche:

  “Find what is your passion. Fall in love with it, get some extra training in it so that you can charge what you’re worth.”
  (Susan, 08:12)

• On networking:

  “This is really about creating relationships with your colleagues so that you don’t have to come across as salesy, but that they genuinely get to know who you are.”
  (Susan, 16:41)

• On content creation reaching further than you realize:

  “It’s so amazing to think about the profound impact that we can have on people that we don’t even know that we’re having when we’re producing this valuable content...”
  (Kate, 29:46)

Timestamps for Key Segments

• Lunch Buddies—Susan’s Volunteer Work: [03:41-05:25]
• The “Do’s” Start: [07:05]
• Niching & Specializing: [07:05-08:42]
• Online Presence Importance: [08:45-12:19]
• Professional Photos: [14:15]
• Networking & Support: [15:20-17:53]
• Outsourcing: [19:55-21:22]
• Intake Calls: [21:34-23:03]
• Training & Consultation Groups: [23:03-24:20]
• Self-Care: [25:03-25:45]
• The “Don’ts” Start: [25:48]
• Don’t Compare, Waste Time, Overbook, or Undercharge: [25:48-35:42]
• Bonus Don’t: Don’t Be Afraid to Be Afraid: [35:50-36:23]
• Coaching & Next Steps: [36:40-end]

Final Takeaways

• Success is built step by step, not all at once.
• Invest in yourself (specialization, self-care, professional presentation, and support systems) and don’t do it alone.
• Fear and uncertainty are normal—use them as fuel to move forward.
• You and your expertise are worth it.

Resources Mentioned

• “A to Z Cheat Sheet” and practice-building email series: [02:17]
• Client Converting Call Script: [22:13]
• 10 Immediate Action Steps for Practice Growth (Susan’s freebie): [36:34]
• Coaching & E-course offerings at PrivatePracticeStartup.com
• Free six months PsychologyToday.com profile (email: kate@privatepracticestartup.com): [12:36]

Listeners are encouraged to check the show notes for all resources, freebies, and links mentioned. For more inspiration, subscribe and connect with the Private Practice Startup community.