Dear Therapists, Have You Outgrown Your Copy?

As a kid, I was part of a lip-syncing garage band.

I use the term “band” very loosely.

Our dads were actual musicians, so to say we were a true music ensemble feels a tad irresponsible.  Nevertheless, we used our dads’ back up guitars, drum set, and mic as props to give the illusion we actually knew what we were doing.

Deeply entrenched in 90’s culture, our band was aptly named The Kidz. Imagine a cardboard sign, block letters in red sharpie, uneven eyeliner, all filmed on a shaky camcorder. We won on commitment, not creativity.

Our main hit was a flat rendition of One of Us by Joan Osborne. We’d mix it up with Ace of Base and Hanson. (Mmm…no,thanks?) We believed we were easily slated for a personal invite from Joan herself for the next Lilith Fair.

As we drifted into middle school, the sole boy of our group started to be less and less interested in attending band practice and, truly, being around us at all.

A rogue band member branching off into solo projects? Not today.

In the mixed-up logic only pre-internet children can conjure, we duct-taped him to a chair and gave him a makeover.  Bright blue eyeshadow, scrunchies, and dollar-store gel. Ever 90’s cliche. (Except it wasn’t cliche then, just “cool”.)

To be clear, I have no opinion about makeup on men–or anyone. Your body, your glitter. But this prank didn’t go over well.

As opposed to being playful, it only drove us further apart–and highlighted how our friendships needed to change as we aged.

Without our lead guitarist, the band (…our childhood) needed to retire.

How does this relate to you? 

No one talks about this, but eventually, you’ll outgrow your copy.

And that’s actually a good sign.

A few scenarios where it’s completely healthy to outgrow your copy:

  • When you started your private practice, you threw together some copy just to get your website out there. This copy no longer matches the therapist you’ve become.
  • You’re finally clear on your ideal client, but your homepage is a far cry from speaking to those peeps.
  • Your niche hasn’t changed, but your copy just feels off.  It doesn’t capture your personality.
  • As your clinical skills have expanded, you’ve realized you want to work with a completely different population. Your current copy won’t attract that.
  • You’re expanding into additional services, such as coaching, consulting, or courses.
Much like what happened with our rogue band member…

When we ignore our outdated copy — yet still force it to work for us — it usually backfires.

You attract clients you don’t like–or none at all.  You’re embarrassed to share your website. You feel like an important part of you is hidden. Or no one knows about your new services.

Good news: You can give your copy a makeover.

You can freshen your homepage, expand your about page, and develop a powerful brand voice.  Your copy reflects who you are NOWand where you’re heading.

You can even learn tools and tricks to write copy that keeps up with your growth and passion.  

If you’re eager to start, here’s a collection of helpful posts. (Think of this as your color palette.)
The irony of this metaphor is my makeup routine hasn’t changed much since the 6th grade. 

I know you, friend.  You’re one of us. (See what I did there…?)

Like me and my bandmates, you have big dreams and you won’t stop till you get there.

Don’t let fear or imposter syndrome hold you back.

Let’s celebrate your growth as a person, clinician, and entrepreneur.

Your growth inspires others and gives them permission to do that same.  

And that benefits everyone.

Now go have fun updating your copy!

I’d love to partner with you to create some work magic.
Check out my Copywriting Services or a Copy Audit.
Schedule your free consult call here.

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