Podcast Episode Summary

Podcast: Private Practice Startup Podcast

Episode: 83: How to Use Video to Grow Your Practice
Date: April 28, 2018
Hosts: Dr. Kate Campbell & Katie Lemieux
Guest: Conor McClenahan, Founder of Cupla Media

Episode Overview

This episode features Conor McClenahan of Cupla Media, who joins hosts Dr. Kate Campbell and Katie Lemieux to discuss practical strategies and emotional hurdles related to using video to market and grow a private therapy practice. Conor shares his journey into video, key marketing insights, actionable steps for therapists, and tips for overcoming the anxiety of being on camera. Listeners will walk away with a comprehensive understanding of why and how to incorporate video into their marketing, practical “ninja tips,” and resources for making the process accessible.

Key Discussion Points & Insights

1. Conor’s Journey into Video Marketing

• Conor’s Background: Started making videos at Sync Counseling Center to deepen connections with potential clients—wanted to provide more than what written words on a website could offer ([04:34]).
• Personal Story: Overcame his own anxiety about being on camera; his first video brought in a significant spike in new clients (“I got 10 clients when I posted it online…I asked all my friends to share it.” – Conor, [09:40]).

2. Meaning Behind “Cupla Media”

• “Cupla” is Gaelic for “twin,” signifying both Conor’s partnership with his twin brother and the company’s focus on dialogue and connection, not just product ([06:51]).
  • “The purpose is to have some kind of personal connection, to reach out in a different way with your clients.” – Conor, [06:58]

3. Overcoming the Fear of Video

• Many therapists are anxious about video; Conor shares his own hesitance and how accountability helped push him to finally film ([08:06]).
• Hosts relate, highlighting their own awkward first attempts and the importance of practice (“It doesn’t come naturally for a lot of people, but with practice you can definitely get there…” – Kate, [10:23]).

Notable Quote:

“It took Brennan kind of pushing me out the door… I could feel my stomach knot up, but…it was really huge for me.” – Conor, [09:00]

4. Why Video? The Science & Strategy

• Video facilitates trust and empathy more effectively than text alone because viewers process facial expressions and voice cues on a deep, neurological level ([11:06]).
• Video is a reusable, evergreen tool—works for YouTube, Facebook, email, websites ([14:15]).

Example:

Conor’s client in Santa Monica saw a dramatic engagement rate with a short, strong intro video promoted via Facebook ads ([14:29]).

5. Video Content & Technical Tips

• Length: No “one size fits all”—intro videos can be from under a minute to just under three minutes; content-focused videos (e.g., “3 Tips for Reducing Anxiety”) may be longer ([16:48]).
• Tailoring: Adapt intro, tone, and length based on platform (e.g., Facebook = punchy; website = warmer intro) ([17:16]).

6. Scriptwriting: Start with Your Ideal Client

• Visualize one real, current client you'd want more of.
• Map out:
  • Their core desire
  • Their pain
  • The obstacles they face
• Use their language as if chatting in a coffee shop ([18:23]).

Notable Quotes:

“People don’t care [about your credentials]... They just want to know: Do you know me? Do you get me and help me fix what I’m dealing with?” – Katie, [22:31]

7. Barriers to Getting Started

• Common concerns: being overwhelmed, cost, self-consciousness, not knowing what to say ([22:45]).
• Myth-busting: “They can do it with their iPhones, as long as they have good sound.” – Conor, [23:05]

Ninja Tips [24:04]:

• Batch-filming: bring wardrobe changes for diversity in multiple videos
• Set aside time for filming multiple videos back to back

8. Where to Share Videos

• Top locations:
  • Front and center on website homepage (embed via YouTube/Vimeo)
  • Upload natively to your Facebook business page (not just as a YouTube link)
  • Pin to the top of your Facebook page
  • Specialty and blog pages within your site ([24:32], [27:43])
• Ask local supporters, colleagues, and stakeholders to organically share your video for wider reach ([26:00])

9. Group Practice Video Strategies

• Create a “vision video” focusing on the practice’s overall philosophy ([28:21])
• Or, film multiple content videos for different specialties, placing each on the appropriate service page and blog ([28:45])

10. Measuring Success & SEO Power

• Google favors web pages with embedded video; conversion rates can rise by 60% ([30:44])

11. Takeaway Message

• The biggest marketing shift: Therapy skills are transferable—apply connection and empathy from the therapy room to marketing ([31:14]).

Notable Quote:

“We need to do that in marketing as well—not just for our business, but for our purpose and our profession…to feel really connected and alive as therapists.” – Conor, [31:53]

Notable Quotes & Memorable Moments

• On Getting Started with Video:

  • “I'm not someone who naturally loves to be in the spotlight. That's why I love podcasting—nobody can see me!” – Kate, [10:06]
  • “Our brains are built to do that, right? Where things like trust and empathy…come from seeing somebody’s face.” – Conor, [11:06]

• On Content Creation:

  • "Before you put the pen down on the paper [for your script], visualize your ideal client... If you could duplicate this person and have five of them—who would that be?" – Conor, [18:23]

• On Overcoming Perfectionism:

  • “The magic number we found is four [video takes]…after four, your mind turns to mush.” – Conor, [13:29]

Timestamps for Key Segments

| Timestamp | Topic | |----------------|----------------------------------------------------------------------------------| | [04:34] | Conor’s journey to video and building Cupla Media | | [06:51] | Meaning & branding behind Cupla Media | | [08:06] | Overcoming video anxiety & first-time filming experiences | | [10:06] | Hosts share their own video learning curve | | [11:06] | Science behind video and connecting with clients | | [14:13], [16:48] | Why therapists should use video; optimal video length and content | | [18:23] | Scriptwriting: visualizing and addressing your ideal client | | [24:04] | Ninja tips for batching videos and looking more polished | | [24:32] | Where to post your videos: web, YouTube, Facebook, partnerships | | [28:21] | Video strategies for group practices | | [31:14] | Core takeaway: Apply therapy skills to your marketing | | [32:19] | Conor’s free ebook and Practice Shorts intro |

Resources & Offers Mentioned

• Free eBook: Cupla Media eBook on script-building and DIY video ([32:19])
• Practice Shorts: Pre-made, customizable video templates for fast, affordable video marketing; 30% off with promo code “Kate and Katie” ([33:06])
• Referral to Practice: Check out sync.org for a group practice video example ([28:21])

Summary Takeaways

• Just Start: Feeling nervous is normal; the key is to try, iterate, and laugh at yourself.
• Connection is Key: Channel your clinical empathy and interpersonal skills into your video marketing approach.
• Practical First Steps: Batch-filming, sharing on social media, and seeking support from professional and personal networks amplify reach.
• DIY Approach Possible: Start with simple equipment and a clear script that centers on your ideal client’s language and needs.
• Video Boosts Marketing: Embedding video on your site improves SEO and increases client inquiries significantly.

“Get out the jitters, be silly, save those for blooper reels, and just try it out!” – Katie Lemieux ([34:34])

For links to the free eBook, Practice Shorts, and more tips, see the episode’s show notes at www.PrivatePracticeStartup.com.