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Private Practice Startup Podcast
Episode 83: How to use video to grow your practice
00:36:31
Connor McClenahan
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Transcript92 lines
- [00:03]
A
Welcome to the Private Practice Startup, where we inspire you from startup to mastery. We chat with entrepreneurs, experts in the mental health and business arenas, and successful private practitioners to give you the tools needed to make your dream practice a reality. Visit theprivatepracticestartup.com for awesome resources, free trainings, and so much more. Here are your hosts, Dr. Kate Campbell and Katie Lemieux.
- [00:27]
B
Welcome back, Startup Nation to another episode of the Private Practice Startup podcast. I am one of your hosts, Katie Lemieux, and I almost said Dr. Katie Lemieux because I always hear you say Dr. Kate Campbell. I'm not a doctor. Kate is.
- [00:39]
A
Yes. Hey, everybody, it's Kate Campbell. And I fluctuate between saying Dr. Kate and Kate because in my private practice, I'm always Dr. Kate. And then for you guys, you're also clinicians and masters and doctorate levels. And so sometimes it's funny saying doctor, so I'm just kind of transitioning to.
- [00:53]
B
Kate, but I'm not the doctor. So welcome back. If you're a loyal start member family, if you're brand new to us, we are rolling out the red carpet, opening our arms and say thank you for joining us on this podcast today. And today we are Speaking with Conor McLennan, super Irish name of couple media, and he's going to share with us what the name means and all that stuff. And he's talking to us today on how to use video to grow your practice. So but before we do that, if you are a brand new listener and this is your first time listening to us, we again wanted to say thank you and we have a gift for you. We'd love for you to over to our PrivatePracticesStartup.com page. And right there you'll see our smiling faces with a nice water scene behind us. And right there we have a button to download our A to Z cheat sheet essentials for building and growing your dream practice.
- [01:47]
A
So before we jump in today's topic, let's take a quick moment to thank our sponsors. Today's sponsors are Brighter Vision. You guys, seriously, website building is no joke. It is a big time comprehensive process. And I've built eight websites, so trust me, I know personal experience, unlike my business partner here who has delegated that task. And now, every time, every time, that's super smart. Yes. So we know it's no joke. It's super time consuming, overwhelmed, and not to mention pricey. So if you, especially if you work with an independent website consultant to do and not to mention the time that goes into it, that you could be getting your hourly therapy rate instead of wasting that on technology. Right. So we want to share with you guys an awesome resource with brighter vision. So they will build your site, set up hosting, take care of all of the images and SEO for just $59 a month. And that is a steal. It really is. So make sure to click the link in the show notes and you'll get your first month for free. It's a no brainer. And we'll make sure to include that in the show notes page. So check that out there. And they are just awesome. We can't say enough things about them. Of all the people we've sent their way, they're fantastic.
- [02:54]
B
Fantastic. And before we jump into our topic today, we hope that you checked out last week's podcast with Phil Singleton, really taking a deep dive SEO for private practitioners. We really talked about Google reviews and why reviews are important, how to get those. And Phil just has a really interesting story on how he kind of got into SEO. So you want to join us for that? So without further ado, we want to say, hey, Connor, welcome.
- [03:19]
C
Hi, guys. Thanks for having me.
- [03:20]
A
What's up from the West Coast? You're all the way in la, right?
- [03:23]
C
I know we actually had some snow in our mountains here. I'm down in la, but you could see the snow up on Mount Lukins and Mount Wilson right around us. But it's melted away now. We got a little warm warmer now, so. But we should get some more rain this weekend. So there's the weather forecast for la. No, we're doing well. It's good over here.
- [03:43]
B
We rarely ever have snow and we rarely have mountains. Most often if you potentially see a mountain, it's a dump. That's all we got down here. And actually here in Broward, they decorate the coconut. I think it's in Coconut Creek, the dump with a Christmas tree of life.
- [03:58]
C
Oh my gosh.
- [03:59]
B
Yep.
- [04:00]
A
So that's super.
- [04:01]
B
I have not seen that.
- [04:02]
A
So I live in East Broward county near the beach where we've got the white sandy beaches. So that's pretty sweet. Except for the warm weather. And actually we've had a cold front this morning. It was like 52 degrees. And we're in the middle of March, which is unheard of for March.
- [04:17]
B
We want to thank our people getting the nor' easter and getting dumped snow on. We have some more cooler weather and fire pit weather.
- [04:24]
A
So that's good. Yeah, yeah, yeah, for sure. Well, let's dive into our topic today. We'll be talking about how to use video to grow your practice. So tell us a little bit about how you came up with Coolpa Media.
- [04:35]
C
Yeah, well, I started Cupla when I was at Sync Counseling center and I still practice with them. They're a great place to work with and practice with. And it started just as trying to think how do we really grow our reach in the community and being more analytically oriented and interpersonal neurobiology and all that kind of stuff. That's something I was thinking about when I was thinking about marketing of not just how do we get clients in the door, but how do we really establish a strong connection with people who don't know who we are so that they feel like they can trust us, they feel like they know that we can be helpful to them. And video just seemed to make sense. I was building my own website at the time and I was trying to find all kinds of words to describe who I am. And I was trying really hard to get this sense of personal connection with people. And I thought, man, this isn't. Doesn't have enough bandwidth, you know, it doesn't have enough bandwidth to really communicate what our minds are built to communicate over kind of face to face interaction. And so I thought, wouldn't it be a great thing if we got videos not just for myself, but for all the clinicians here to be able to do so that they can really connect well with clients. And I think it's great. I mean, I spent probably just as much, if not less time on doing the video than I would trying to go over all of my word copy to try to get it perfect. And so I just found it really helpful. And then my brother and I used to edit videos back in junior high and we had these dreams of being directors one day and making movies. And Brendan was like, oh, you're making movies? I was like, yeah, yeah. And he was like, well, could I help in any way? I was like, yeah, sure. Because my client load was picking up. So Brendan jumped on board and I would send him files to edit and he'd go on his computer and edit them down. We kind of send them back and forth. And we really love doing that kind of creative process together. So that's kind of how Koopa was born. And then we started getting other people doing videos for other people and making it kind of an official thing.
- [06:42]
A
And before we started actually hitting the record button today, you were sharing with us what culpa means. So share that with our audience because that was a really cool explanation.
- [06:51]
C
Yeah, cupa is a Gaelic word. And it means twin, and it kind of implies, like a couple. It kind of sounds like couple. Right. Implies kind of a dialogue or conversation. And so we really wanted. That's kind of part of our heart, is that not just that this video is some kind of product or really polished thing, but it's. The purpose is to have some kind of personal connection, to reach out in a different way with your clients. So, yeah, that's a bit of what our vision is for our company.
- [07:22]
A
It's good branding because you guys are twins. And then also that's the essence of what you're doing through your videos, is being able to connect with your ideal clients and draw them in and to develop that relationship through video.
- [07:33]
B
Yeah, yeah. It's interesting, and I'm sure it's a conversation start about what that means. And actually, Kate and I, and we had just recorded a podcast today about starting a private practice and choosing a name and things like that. And I love how you have the Koopla, which has a meaning, but media. So it's really clear on what you guys do.
- [07:50]
A
Yeah, what we do.
- [07:51]
B
Yeah. And that's so essential for a name. So tell us one of the things that you had to overcome to get to where you are in business today.
- [08:00]
C
Wow. With. With video. Is that what you mean?
- [08:04]
B
Yeah, sure. Either with video or just business in general?
- [08:07]
C
Yeah, sure. What I had to overcome. Well, first of all, to do my video at all. I really struggled with doing my video. I was doing, like, some videos for other people, and. And. And Brennan was like, hey, you're doing all these videos for other people. Why aren't you doing one for yourself? Like. And I was like, I'll do it later. I don't quite have time. Yada, yada. And the truth was, I was just nervous, you know, I was anxious about putting something down, getting a script going. I didn't know how to do that. Just like most therapists, I operate best in the background, you know, where I'm not. Don't have the spotlight on me, where I can kind of talk about other people's feelings and everything. I think all of us are familiar with that kind of traits. Right. And so it was really hard for me to be like, okay, I'm going to nail the date down. I'm going to put myself on camera. I'm going to get out there. And it took Brennan kind of pushing me out the door, being like, okay, come on, just set a date in the calendar. You can do it. And so I did it. I set a day on the Calendar. I was super nervous. I had my friend go and video me in some park and he had a camera set up. And it was really helpful to have somebody there with me as opposed to doing it in some kind of empty room so that I could feel like I had some kind of feedback where I was going through it. And I could feel my stomach knot up. And then I would be like, okay, how'd I do? And he's like, no, good, you did great. And I heard you say this and that. I was like, okay, okay, try again. So I did a couple takes and then we put together the video and posted it online. And it was really huge for me. I got a huge. I think I'd been getting two or three clients a month before. Then I got 10 clients when I posted it online and I shared it and I asked all my friends to share it. So I think that just helped people really grab a hold of who I am and what I do in a different way. So that was a big step for me personally too, of learning that I can take up space like that, or I can put myself on camera and do well, or that I have something to say. So that was really important for me too.
- [10:06]
A
Video is so nerve wracking. It's not something I'm not someone who naturally loves to be in the spotlight. That's why I love podcasting, because I feel like nobody can see me. Until now we're doing. Now we have the video recording, so we're doing both the audio and the video of that. But for video, it's taken me, I mean, just years of practicing to get more comfortable. And now I can do videos and I don't even get nervous. And I feel like my natural, authentic personality comes out. But before I was like, robotic, like, hi, my name is what? And everybody's like, oh, my gosh, who is this person? She's so rigid. And it wasn't me, but it was just so uncomfortable with it that it doesn't come naturally for a lot of people. But with practice, you can definitely get there. And video is such a powerful medium for being able to connect with potential clients because they get to see you and they get to see your eyes, your face, and what it would imagine, what it would be like to have a conversation with you. So it is something that's just such a personable way of, you know, reaching out to potential clients. It's awesome.
- [11:07]
C
I mean, our brains are built to do that, right? Like, where things like trust and empathy, all those things don't come from our Kind of logical language brain. They come from seeing somebody's face and getting a sense that they understand the vocal intonation and everything. All those things happen more kind of in the basal ganglion, limbic system than the cortex. And so it's like. So I think video is so much the chosen medium for really establishing that connection. So I think that's really good. And it's too bad, too. It's like most people, when they first try doing it, like you said, you feel robotic, and you're like, wait, this is exactly the opposite of what I'm trying to convey.
- [11:46]
B
Exactly.
- [11:47]
C
Yeah. And it takes some practice.
- [11:49]
B
When Kate and I actually shot our first video, talking about our paperwork, we had a script and everything like that. And, Kate, I feel like you were like a deer caught in headlights. And April is behind the scenes, like, loosen up, loosen up. And Kate, we have a prop, and she, like, picks up the paperwork, and she's like, and here's our paperwork. And then she puts it back down, and she slides it over here. And then. And then she crosses her arms very stiffly like this, you know?
- [12:08]
A
And I don't think I moved.
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B
Yeah. It was just so funny. And then we had to stop.
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C
You gotta see some of those outtakes. Oh, yeah, that stuff is worth posting right there. Yep.
- [12:22]
B
We have to make our blooper reel, so I know.
- [12:24]
A
It's been on the studios for so long. We've got Hustle hysterical videos.
- [12:27]
C
Yeah, we made a blooper reel this summer at Slowdown School with Joe Sanock. We were doing everyone's video back to back, and it was just so comical, like, because everyone does it, right? Every single person is. No matter how experienced or not they are, everyone's doing that same kind of stuff, like getting all nervous before. What do I say? And so we created a blooper reel, and it was just. We were roaring with that. I'll have to share it with you guys. It's pretty fun.
- [12:50]
B
Is that public or. That's kind of a private one.
- [12:52]
C
It's a little bit more private because there's some expletives in there.
- [12:55]
B
Oh, okay. Yes.
- [12:56]
C
Definitely dropped.
- [12:58]
B
So you guys listening? Won't get access to it, but we do. That is funny. There's times that Kate and I will be trying to, like, shoot a video, and we'll be at, like, take 10 or something like that. And, like, I'm all serious. I'm ready to go. And then she just starts bursting, laughing.
- [13:11]
A
And I'm like, I know, I know.
- [13:13]
B
And then our last video we shot it Was like literally a 90 second. It took us an hour and a half and second to the last intake. We're ready. We're smiling. And she's like, the clock, the clock. Where's the clock? The clock is ticking.
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A
Yeah, sometimes we'll nail it on the first try now, and sometimes it takes like two tries.
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B
It's just.
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C
It's, you know, the magic number that we found is four. It's four times, you know, like after four, your mind turns the mush, you know?
- [13:37]
B
Yes.
- [13:40]
C
Exactly. So, like we. So whatever reason that is, I'm not sure, but people run it through a couple times, and usually when they mess up the second time, we're like, hey, don't worry about it. The fourth take, you're gonna nail it. You know, it just takes a couple. And the fourth take, you're like, hey, look, see, there you go. And then the fifth time, like, let's try again. And it just is, you know, falling off the cliff. It's terrible, you know, so number four. Number four is the number to, like.
- [14:03]
B
Some language programming, letting them know. So why should therapists use, you know, video marketing? I think we started to highlight that. But what are some of the other reasons that you see Connor?
- [14:13]
C
Well, it's just such a dynamic medium. It's such a. It's like. It's like the steak at your restaurant, right? You serve it, you know, center plate. You can do lots of different things with it, but, yeah, it's something that you can reuse over and over again. It's evergreen. You can use in lots of different places. YouTube ads or Facebook ads, or native, like, email marketing and having on your website, everywhere you can use it. And so it is the best way. I'm convinced. It's the best way for people to know who you are and to feel comfortable reaching out and giving you a call. So we just did a video this last July for my friend Quincy, who's out in Santa Monica, and it's pretty saturated with therapists, right. And so it's really important to have a strong marketing presence. And we created her video. Her video is only like 58 seconds. And she nailed it. She did a really good job. And I created a Facebook ad for her with it. And usually, like, on, you know, Facebook ads, whatever. It's like, you know, you don't get too. It's kind of hit or miss. You don't know what it's going to be like. And it was remarkable. It was like, you know, 30% of people who had never heard of her before watched until the end of the video, which was like 58 seconds of their time. They were giving up right away on Facebook to see who she was because her message was so strong and so clear. There was some strong imagery of Santa Monica so that people could say, oh, that's where I live. I wonder what this is about? And she just nailed it. And so I think that was partially because she's, of course, a great clinician and she knows who she's talking to and her ideal client. Then also kind of the coaching, kind of going through that over and over, having good sound, having good, you know, imagery, all that stuff all contributed to this really, really powerful marketing tool. So anyway, all to say that it's. It's. I think, of course, you know, right now the Internet is more geared towards, you know, words of having, you know, like, for example, your Psychology Today profile, you can put three paragraphs in there, you know, so it's all geared around words. But I think more and more we're going to see that people are generally watching videos and paying attention to images and videos way more than they're paying attention to words on an online profile or on your webpage in order to get a sense of if you're a good fit for them. So I think it's essential, as we're moving forward in this age.
- [16:42]
A
What do you recommend for length of time for an initial video for. For clinicians to use for their website?
- [16:49]
C
I don't think it matters, actually. I think it matters what. What you're trying to do or what your content is. As long as it's a good video. I don't think you have to be concerned about the length. I mean, Quincy's was 58 seconds. Mine was 2 minutes and 50 seconds. So I would say in between, there is a good ballpark of what to shoot for. But I think generally you want to think about how are you capturing your ideal client. Some of the people who are going to be longer are going to be the ones where you're doing more of a content video, where you're saying, you know, hey, I want to give you three tips. You know, my name is Connor McClenahan. I'm a psychologist and I work in downtown LA. I want to talk to you about three tips for reducing your anxiety at work. You know, so that's a content video that's going to be more like five minutes, but it might be just as engaging for your ideal client if that's. They are, you know, but then the other thing to think about is where are they? Where Are they when they're viewing your video? You know, so if you're planning on using this primarily for Facebook, that's gonna help you do a really strong intro. You're not gonna want to even say your name. You're just gonna want to say, hey. I want to give you three tips for how to reduce your anxiety at work, Right. Whereas if it's on your website, you're gonna be like, you know, welcome. My name is Connor McClenaghan. You know. You know, often, you know, we struggle with anxiety, so it's a little bit more of a soft intro, but I think that's a little bit more nuanced. I think the overall point there is that what your video is is going to depend on who your ideal client is.
- [18:13]
B
So, Connor, I know that we were talking about kind of scripts and, like, what to say and how to say it and share with us a little bit of your tips in regards to helping clinicians get really clear on what to say.
- [18:24]
C
Yeah. So the first thing I would recommend is before you put the pen down on the paper, is to really visualize your ideal client and take a whole day if you have to, to really get clear about who your client is that you're trying to talk to and in what they're needing in their life. Okay? So first of all, you need to pick one client. You know, a lot of people are like, well, I work with parents and I work with teenagers. You know, who should I pick? A video isn't going to work if you're trying to preach to both those people, you know, so you have to pick one. And so what I would do is I would narrow it down. Pick one client in your. In your mind who you have. Not someone who you wish you had, but someone you currently have that really represents who you'd like more of. Like, if you could duplicate this person, you know, and have, like, five of them in your. In your practice, who would that be? It could. It should be somebody who you really like working with, who you've done really good work with, who you like hanging out with and feel really fulfilled with. So picture that person in your mind, and then what you're going to do is you. You want to picture that they're going out to a coffee shop, right? And that they are sitting down with a friend, and their friend asks them, hey, what's going on in your life right now? And they tell their friend what they really want in their life. You know, like, gosh, I just wish that I could feel more connected, you know, with. With My husband or with my wife or whatever. And so what is their core desire? What are they really wanting to do in their life? And then what is the pain that they're experiencing? Right, so, like, what. But what is it like for them right now? Right? Maybe like. But it just feels like we keep missing each other, you know, like, we don't. We're not on the same page. I don't know. It feels like we keep fighting. Right? So you picture them again. What are the. What is the language that they would use in a coffee shop to talk to their friend? And then what's the obstacle? Right? It's like, well, I just think we don't get enough time together, you know, like, you know, we keep missing each other. It's like every time we go to talk, we talk about surface level stuff, right? This is. I'm trying to picture, like, a common couple situation, but. And then. And then what is. Yeah, so there you have, like, the desire, the pain and the obstacle. And so those things are really good to get clear about. So again, visualize that person, right? The person that you sit down in front of every week and picture them going out to a coffee shop and talking about these things with a friend. And then write down some notes to yourself about what they would say to their friend. And that is the basis for everything you need for your script right there. And the reason I say that is because usually if we don't do that, if we don't have a strong image in our minds of who our ideal client is, we end up doing the robot thing like Kate, you were talking about. We end up feeling really anxious about how we're coming across. Something that I always kind of run into when I do a video is I start to think, oh, is this a language that my colleagues would use to talk about this? Like, am I coming off as a phony? Oh, I didn't really study EMDR as much as so and so, shoot, I'm messing this up. You know, where we kind of think about, like, ourselves, and if we're coming across. Right. So anxious. Right? And I think our clients can sense that. And they. They're like, oh, I don't really sense that kind of connection here. So what we need to do is have that strong visualization in your mind who that client is. And I guarantee you, as when you, like, sit down and you start writing those things out, you'll start to feel it. You'll start to feel that pain. Because often the clients that we pick are the ones who are the most similar to us, the things that we're going through. Right. The pains that we have. And so it's like you'll start to feel yourself feeling those things, the compassion or the empathy for them. And that's the exact spot that you want to be in when you turn on the camera and start your video.
- [22:08]
B
Yeah. And if you are working with your ideal clients, as you do experience this, you know, on a continuous basis, and so you do feel their pain, and really, that empathy can shine through. And. And, you know, one thing that I think about is when we get anxious, we sometimes start to talk about ourselves and feel like we have to prove ourselves. And so we'll start talking about our philosophy, our beliefs, our credentials. And that's not what's most interesting to people.
- [22:30]
C
People don't care.
- [22:31]
B
They don't care. They just want to know that.
- [22:33]
A
Do.
- [22:34]
B
Do you know me? Do you get me and help me fix what I'm. What I'm dealing with?
- [22:38]
C
Totally, yeah.
- [22:40]
B
So what. Just out of curiosity, what do you see that some of the reasons that therapists shy away from video, like, what.
- [22:45]
C
Are they most worried about? I think it's overwhelming. Right. It really, you know, makes them really anxious to think about being on camera. They don't know what to say, or it feels like it's gonna be too expensive, like this whole kind of ball of wax that they don't want to open up. Maybe they're overwhelmed with other things. Right. And it's hard to set aside the time to really figure it out and do it well. And so I think what most people don't know is that they can. They can do it with their iPhones, as long as they have good sound. If they have kind of a way of getting crisp audio, they can do with their iPhone and be fine. And then we usually help people build their scripts and kind of get clear about that. So what I would say is you just have to set aside time so people are anxious, whatever. And so I would start by just talking to a friend about it. Maybe there's another therapist that you know, and you could just say, hey, have you thought about video marketing? And just talk about it and have a conversation and kind of let yourself explore what the things are that are getting in your way about it. Because I think a lot of people ideally think, oh, video would be helpful for me. But then when it comes down to it, just like me, they're like, oh, I have other things to do. I don't know if I can really set the time aside, so I'll just say Talk to a friend about it.
- [24:04]
B
And one thing too is if you are going to do like a lot of different videos is one of the things. One of our ninja tips is like bring different, like clothes, accessories, so you could just change them out. And so you look at each video.
- [24:15]
A
Yeah.
- [24:16]
B
And just setting aside time and just kind of doing that stuff. So back to back, we time batch our podcasts, and so we do podcast recording one day a month and just kind of do it all together. So if you are doing a lot of video to do that. But where are some really good places to place your video? Online.
- [24:33]
C
Okay, so online, what you'll want to do is you want to have it front and center on your front page. Right. Especially if it's an intro video explaining, you know, talking directly to your ideal client. And then you want it kind of on. If you have a Facebook page, you want to put it on there. But what. Usually what we recommend is two different channels. One is the YouTube upload, and then the second one is the Facebook upload. So on the YouTube. And you can use Vimeo if you want instead of YouTube. Some people prefer that. But you upload it to that server. Right. And then you embed it on your website. And if you have a person who helps you with web design, they'll know what that means and what to do. But you want it front and center on the first fold of your website. So actually we consulted, you know, Catlove, they do all this kind of work. And they were suggesting that you should put it. Yeah. Front and center, first folder your website. The first thing that you see with a really clear call to action button at the bottom. So that's the one. That's the YouTube route. Right. Is uploading on YouTube, linking it to your webpage. The second route is Facebook. And what you want to do is you want to upload it directly to Facebook. You don't want to link it in from YouTube. That becomes kind of complicated. But if you have a Facebook page, you want to upload it right there. And then you post it right at maybe an optimum time that people around you are looking for therapy. And then what we suggest is to go ahead and find, like on your email, you find like 10 or 15 people who really believe in what you do and really are kind of your cheerleaders, whether it's family or friends, people in your area, not people out of state or anything like that. And you ask them if they can share the video on Facebook. You said, hey, this would really help me out. This is a Huge way that you can support me in my practice. And you have them share it on their timelines. And that is far and above better than just having it posted on your page. This organic sharing, organic sharing is much better responded to because people trust who it's from rather than just seeing the sponsored thing underneath. And so that way, I mean, I got tons. I forget how many within the first month. Like 6,000 views or something like that. Like in the first month on my video, because people in my area were sharing it. And I think that's largely why I got more traffic to my website. Why I got more clients that month is because people were sharing it all over the place. So those are the two modes that I would do to have it shared online.
- [27:11]
B
That's a great ninja tip. And then I would also suggest even sharing that with your stakeholders or referral partners, people you share clients with.
- [27:19]
A
Right.
- [27:19]
B
And it's a great way too to even like now as I'm thinking, I'm thinking as I'm talking, right? Like, instead of just sending like your information, like having that link and your information. So when someone says, oh, I recommend Katie, they have a video which is probably stands out way more than anyone else because I don't really see people do that. Thanks for the ninja tip. I'm gonna fix my information at the bottom.
- [27:43]
A
Another little ninja tip is you can pin it at the top of your Facebook page so that when people your page for the first time, that's the first thing that they see that they don't have to scroll through a million posts to be able to find the video. So you can be strategic about that. As we're talking. Connor, I have another question about, you know, you're talking about ideal clients. And I'm wondering for clinicians who have group practices, how do you have them set up a video for the homepage? What do you recommend for them? Because it's not going to be one specific ideal client. Because there may be many, many, many different ideal clients. So how do you recommend clinicians handle that?
- [28:22]
C
I think that that's going to be case by case about what the vision is for the. For the practice. That's what we did with Sync Counseling Center. Counseling Center I work with. We had Curtis, who is our executive director. He did a vision video, but it was more of who SYNC is and in his desire for people to feel at home within the counseling center. And it's really. It's one of my favorite videos we've ever done. If you want to go over to sync.org, sync.org and look at that. That's a really good template I for what video should look like for a group practice. But the other thing to do is to not even worry about an intro video, but to do a content video. So you sit down with the director of the group practice and you say, okay, let's punch out five videos that are all addressing different needs for our different ideal clients, right? So you sit down and say, okay, well, how about people struggling with anxiety? You know, let's come up with one or two videos we can do, content videos we can do for them and marriage and whoever else. And then what you can do with that is you can post each of those videos on your specialty pages. You know, so like for anxiety, you know, anxiety counseling in Austin, Texas or whatever, you know, like now you have a video for that page, but then also you can put it in your blog. And what you do with your blog is you have the video at the top of the blog, where you can do that in WordPress, right where it's. It's embedded right at the top of the blog. And then below you, you kind of have someone transcribe and create headings and everything to follow along with the content in the video. And that's huge. It's really huge. I had a lot of success with that where I did, what Was it about? 3 reasons why couples don't come into therapy. And I created it into a blog post. And so people would click on Facebook to watch the full video, and then they had the full video there. They can sit down there for five minutes and watch the video, and then there's a transcript for if they're at work, whatever. And then that blog post is generating SEO, you know, getting clicks from Google, because that's all the keywords in there. Google loves having video on a blog post or on any webpage. So any video. This is kind of an aside, but any video they have on any webpage is going to increase conversions on that webpage, hands down. So I think the stats are something like 60% more conversions per page per views. So that's huge. So if you have a group practice, that that's really great. And it's cool, too. With group practice, you can kind of centralize and strategize together. Right? It's not every clinician for themselves just making their own video. You guys can be really strategic about what keywords you're going to hit, what ideal clients you're going to hit, and where you're going to use those videos.
- [31:05]
B
Awesome.
- [31:06]
C
Great points.
- [31:06]
A
So, yeah.
- [31:07]
B
So if you had a takeaway message for the audience today, what do you want to make sure that they take away?
- [31:14]
C
I think the biggest change that. That therapists can make is to go from that anxious posture, Right. Of like trying to get clients in the door and trying to, you know, kind of this desperate need for growing our clients or more money or whatever that is, to really connecting back with their ideal client. And I think that's something we do in the room really well, but I think it's something we need to do in marketing, you know, something we need to kind of harness, not just for our own business sake, but for the sake of our purpose and our profession and our feeling really connected and alive as therapists is we need to do that in marketing as well.
- [31:54]
A
Yeah.
- [31:54]
B
And we appreciate you saying that because that's one thing that we always talk about is that your skills in the therapy room are completely transferable. Once you walk out the door, we kind of forget, like, we have these great skills that connect to marketing, sales, and all that stuff. We really have a leading advantage. I just don't think. Totally aware of that. So. Awesome. And I know, Connor, you guys have a really great giveaway in regards to your ebook, and I want you to share a little bit about what they'll get by downloading your ebook.
- [32:19]
C
Yeah. So we talked a lot about today about script building, and we have, like, a whole ebook geared around everything you need to know about making a video. What clinicians don't know is that they can make a video with equipment they already have. And we outline how to do all of that and how to. We have a whole script build a worksheet where you can diagram out and write out. We take you through visualization exercises and everything so that you can come away with a really clear video. I think that's a lot of the hurdle, Right. Is that we start thinking about a video. We think it just feels like a whole big ball that I don't want to untangle. And so this really untangles it for you and helps you really get clear about who your ideal client is and how to make a video.
- [33:01]
B
Awesome. And so we're going to put that link on our show notes page. And you also have something called practice shorts.
- [33:05]
A
What is that?
- [33:06]
B
Yeah.
- [33:07]
C
Oh, Practice shorts are like a video that's already made. So for clinicians who are like, I want to try out video marketing, I don't have equipment. I don't have the time to sit down and write a script. I just want something literally in 20 minutes, I can have up on my website. So we did these, like, pre made customizable videos where you can literally click a button, Download it for 69 bucks, download it, and you can put in your phone number and your name onto the video. We show you exactly how to do that. And Brendan tried it out. I think he did it in like seven minutes. He did it and uploaded onto the web and had it up on his site just like that. And so this is a really easy way to get started with video marketing. And they're all geared around different client issues, so specific diagnoses. So we have anxiety, depression, we're just coming out with a grief one on Monday, couples trauma. So there's all kinds to choose from that will really meet your ideal client and help them make that first phone call to you. So we wanted to give you guys, if you're listening to this right now, we want to give you guys 30% off that with the promo code, Kate and Katie. And maybe you guys can list that in the show notes or whatever. But yeah, we really. I think it's like the easiest win for video marketing. No brainer. So we've seen a lot of success with that. People coming back and saying how helpful that was and easy and. Yeah, so. And we can also customize it ourselves too, if you want us to do that for you so you don't have to do any video work.
- [34:33]
B
Awesome.
- [34:34]
A
That's awesome.
- [34:34]
B
Well, we appreciate, and I was going to say appreciate you guys, because I feel, especially as twins, you're super connected and you guys are business partners just like Kate and I always say, we, whether we're solo or not. But we appreciate you and the extension of your brother being us today and really sharing these tips about video. And I think my recommendation for Startup Nation is, you know, if you're uncomfortable, just do it anyway. Just try it out. Get out the jitters, be silly and save those for bloopers reels so you can actually look back on it and laugh at yourself.
- [35:00]
C
Yeah, exactly.
- [35:03]
B
So thanks so much for hanging out with us today. We want to make sure that next week that you guys check out our podcast. We are Katie. Oh, that's us. We're the stars of the podcast that week, talking about how to start a private practice. And so that podcast is going to be filled with a whole ton of resources, giveaways, ninja tips. So you guys are going to want to check out the show notes page on that one. So join us for that. And again, as always, we appreciate you being a loyal listener we would love to hear your comments or feedback, so feel free to review us on itunes or just shoot us an email and let us know how these podcasts are helping you and your practice. Also, if you have any topics or ideas that you really want to hear, let us know. We're here to serve you, so thank you guys for allowing us to inspire you from startup to Mastery. We hope you have an amazing day.
- [35:50]
A
We'll see you next time. Startup Nation thanks for joining us on the Private practice startup visit theprivatepracticestartup.com for awesome resources, free trainings, attorney approved private practice paperwork, and so much more.
- [36:10]
C
Sam.