Marketing for counselors may be an uncomfortable for people used to being in a helping profession. But counselors can succeed with marketing based on their values, just like any other consultant or small business owner can. If you think of marketing as something "evil", it’s probably because you’ve encountered marketing that doesn’t fit with your values.
Counselors’ marketing needs
Counselors and consultants are alike in that they need to determine their unique position in the market, work out the best way of connecting with clients, and then build a profitable, sustainable business. Word of mouth is key, but a good marketing plan can help you decide how to generate and sustain the power of referrals — without coming across as slick, unauthentic or "market-y". Knowing what business would work for you and what your values are, planning your business, and setting fees are common to counsellors and consultants alike.
As with many licensed professionals, counselors also need to examine the rules and criteria set out by their professional associations. Of course, in reviewing your values, this also comes up. Really, if you’re in line with your values and you care about meeting the criteria set out by your association, you shouldn’t have any trouble marketing your business, right?
If you’re looking to market your counseling business, the following articles may help: