Marketing

Marketing

Purple Rule: If you’re looking for more clients, tell people you’re looking for more clients.

CFR Marketing Team

The CFR Marketing Team is part of CFR’s Advancement Department.

Michael Fasano-McCarron
Director of Communications & Development
Email: mmccarron@councilforrelationships.org

Meghan Rydzewski
Marketing Coordinator & Staff Therapist
Email: mrydzewski@councilforrelationships.org

Chaneil Miller
Marketing Intern
Email: cmiller@councilforrelationships.org

Kelly Nguyen
Marketing Intern
Email: knguyen@councilforrelationships.org

Thu Pham
Marketing Intern
Email: tpham@councilforrelationships.org

Marketing & Website Update Request Form

Complete the following form if you have any marketing or website update requests.

Bios

Board Member Bios

Keep your bios between 200-350 words. Your bio also requires a professional headshot, pronouns, and the year you joined the board.

The following is a general outline for you to follow when writing your bio:

Paragraph 1
Your Unique Value Positioning (1 – 2 sentences)

Paragraph 2
Current Position (2 – 3 sentences)

Paragraph 3
Career Highlights (3 – 5 sentences)

Paragraph 4
Credentials, Accomplishments & Framed Skills (2 -3 sentences)

You may also include your contact information & educational background, but this is optional.

Please complete this form if this is your first time submitting your bio. To request updates be made to your already-published bio, complete this form.

 

Clinician Bios

To request updates be made to your website bio, complete this form.

The following is a general outline for you to follow when writing your bio:

1st paragraph
What your practice is like

  • Why should someone come to your practice? Try a sentence like, “If you’re feeling x, y, and z, you’ve come to the right place.”
  • What will they get out of a session with you? Are they going to overcome their anxieties? Resolve relationship issues? Meet other people in the same boat as them? Let your potential clients know what to expect.

2nd paragraph
Write about yourself as it relates to your practice (let your personality come through here)

  • How does practicing therapy fit into your life?
  • Tell the story of how you came to be a therapist.
  • Why did you come to CFR?
  • What made you follow this path and specialize in your particular niche?
  • Where can we find you when you’re not practicing therapy?
  • What are your hobbies when you’re not working?
  • Any pets?

3rd paragraph
Call to action

  • What should a client do next? How does a potential client contact you for more info? Request an appointment?

Searchable Criteria

The following are criteria used by clients to search for a clinician. You must keep these criteria up to date. If you would like to update your criteria, complete this form.

View all Criteria

Age of Clients

  • Adults
  • Children
  • Seniors
  • Teens
  • Young Adults & College Students

Fee Ranges

For more information on fee ranges, see the Fees webpage.

  • $
  • $$
  • $$$
  • $$$$

Therapist Hours

  • Early Mornings
  • Saturdays
  • Sundays

Therapist Location

  • Blue Bell, PA
  • Bryn Mawr, PA
  • Oxford Valley, PA
  • Paoli, PA
  • Philadelphia – Center City
  • Philadelphia – University City
  • Voorhees, NJ
  • Wynnewood, PA

Therapy Specialty Areas

  • ADD & ADHD
  • Addiction & Substance Abuse
  • Adoption
  • Affairs & Infidelity
  • Anger Management
  • Artists & Athletes
  • Career Counseling
  • Children with Special Needs
  • Chronic Illness
  • Chronic Pain
  • Co-Parenting after Separation or Divorce
  • Communication
  • Community Partnerships Initiative
  • Depression & Anxiety
  • Disabled People/People with Disabilities
  • Diversity Issues & Intermarriage
  • Divorce
  • Eating Disorders
  • Grief, Loss, and Bereavement
  • Infertility
  • Insomnia
  • Interpersonal Violence/Abuse
  • Learning Disorders
  • LGBTQ+ Affirming
  • Life Transitions
  • Men’s Issues
  • Mood Disorders
  • OCD
  • Parenting
  • Post-Traumatic Stress Disorder
  • Premarital Issues
  • Relationship Issues
  • Remarried/Blended Issues
  • Self-Discovery/Self-Analysis
  • Sex & Love Addiction
  • Sexual Abuse
  • Sexual Difficulties
  • Stress
  • Technology
  • Trauma
  • Veterans, Active Military, and their Families
  • Women’s Issues
  • Work/Life Balance

Therapy Types

  • Brainspotting
  • Co-Parenting
  • Cognitive Behavioral Therapy (CBT)
  • Cognitive Behavioral Therapy for Insomnia (CBT-I)
  • Couples
  • Dialectical Behavioral Therapy (DBT)
  • Eye Movement Desensitization Therapy (EMDR)
  • Family
  • Individual
  • Internal Family Systems (IFS)
  • Mediation for Separation & Divorce
  • Mindfulness & Meditation
  • Online Therapy
  • Pain Management
  • Premarital Therapy
  • Psychiatry
  • Relationship Checkup (RCU)
  • Sex Therapy
  • Spanish Language Fluency
  • Spiritual/Religious Counseling
  • Women’s Psychological Health Services (WPHS)

New Clinicians Bio Form

Complete the following form if this is the first time creating your bio page for CFR’s website.

Blogs

Contributing a blog to our website is one of the best ways to grow your public reputation and attract new clients. From (re)establishing yourself as a subject matter expert to getting your name in front of new eyeballs, blogs provide an opportunity to show off, well, you and your practice. Not to mention that blogs are a critical way for media to find you and for you to rank higher in search engines.

They also are not as daunting as they may sound. Blogs are not school essays. Blogs are not white papers. Blogs are meant to be accessible by the non-clinician, brief, informative, and creative. They are a fantastic place to explore that intersection between your clinical and nonclinical interests.

The following are some general specifications for blogs on CFR’s website:

  • The ideal blog length is 600-1000 words, written in short paragraphs/sentences, showing your personality.
  • After publication, blogs are super easy to update and modify. While they are “evergreen,” they are monitored and maintained.
  • Multimedia blogs (that is, incorporating video, images, text, etc.) provide numerous avenues for folks to access your content. We’ll splice your blog content up to be used in future social media posts. In other words, 1 blog equals a bunch of content
  • You provide the text….CFR’s Communications team will take it from there. We will handle the design, SEO strategy, marketing, etc.

Need inspiration? Check out these blog templates: Blog Post Inspiration and Templates

Are you interested in contributing a blog to our website? Email Michael Fasano-McCarron with your idea to get the process started.

Days of Recognition

CFR publicly acknowledges the following holidays, days of recognition, and other relevant dates. However, this list is not exhaustive. If you do not see a day of recognition that CFR should recognize, please contact Michael Fasano-McCarron at least two weeks before the day of recognition.

July

July is Minority Mental Health Month

  • Independence Day – July 4
  • Nonbinary Peoples Day – July 14
  • Disability Awareness Day – July 16
  • National Pennsylvania Day – July 20
  • National Parents Day – July 23
  • International Self-Care Day – July 24
  • ADA Day – July 26
  • National New Jersey Day – July 27

August

  • National Nonprofit Day – August 17
  • National Senior Citizen Day – August 21
  • Women’s Equality Day – August 26
  • National Grief Awareness Day – August 30

September

September is National Suicide Prevention Month & National Hispanic Heritage Month (Sep 15 – Oct 15)

  • Labor Day – September 4
  • World Suicide Prevention Day – September 10
  • Suicide Prevention Week – September 8 – 14
  • First Day of Fall – September 23
  • National Psychotherapy Day – September 25
  • National Daughter Day – September 25

October

  • International Day of Nonviolence – October 2
  • National Depression Screening Day – October 5
  • Mental Illness Awareness Week – October 6 – 12
  • OCD Awareness Week – October 13 – 19
  • Indigenous Peoples Day – October 9
  • World Mental Health Day – October 10
  • National Coming Out Day – October 11
  • Invisible Disabilities Awareness Week – October 20 – 26
  • Halloween – October 31

November

  • International Stress Awareness Day – November 1
  • International Stress Awareness Week – November 5 – November 9
  • Veterans Day – November 11
  • World Kindness Day – November 13
  • International Day of Tolerance – November 16
  • National Epilepsy Day – November 17
  • International Survivors of Suicide Day – November 18
  • Transgender Day of Remembrance – November 20
  • Thanksgiving – November 23

December

  • World AIDS Day – December 1
  • International Day of Persons with Disabilities – December 3
  • First Day of Winter – December 21

January

  • New Year’s Day – January 1
  • MLK Jr. Day – January 15
  • International Holocaust Remembrance Day – January 27

February

February is Black History Month

  • Safer Internet Day – February 11
  • Valentine’s Day – February 14
  • World Day of Social Justice – February 20
  • National Eating Disorders Week – February 24 – February 28

March

March is Women’s History Month & Disabilities Awareness Month

  • Self-Injury Awareness Day – March 1
  • Sleep Awareness Week – March 9 – 15
  • First Day of Spring – March 20
  • World Down Syndrome Day – March 21
  • International Day for the Elimination of Racial Justice – March 21
  • World Bipolar Day – March 30
  • Transgender Day of Visibility – March 31

April

April is Autism Awareness Month & Arab American History Month

  • Autism Awareness Day – April 2
  • World Health Day – April 7
  • Day of Silence – April 11
  • World Art Day – April 15
  • Holocaust Remembrance Day – April 24

May

May is Mental Health Awareness Month, AAPI Heritage Month, & Jewish American History Month

  • National Children’s Mental  Health Awareness Day – May 8
  • Mother’s Day – May 11
  • Global Accessibility Awareness Day – May 15
  • World Schizophrenia Day – May 24

June

June is Pride

  • National Sex Day – June 9
  • Father’s Day – June 15
  • Autistic Pride Day – June 18
  • Juneteenth – June 19
  • First Day of Summer – June 20
  • PTSD Awareness Day – June 27

Media

Media Cohort

CFR’s Media Cohort is a group of CFR clinicians who have a particular interest in responding to media requests. Membership in the Media Cohort is free and voluntary. Members receive the following benefits:

  • Daily media requests (for example, requests for comment from journalists, podcast guest opportunities, guest blog opportunities, etc.)
  • Financial compensation for representing CFR in the media
  • Voluntary media trainings (for example, how to be a good guest on TV)
  • Network of clinicians who have similar interests and an array of media experience
  • Publicity management and coaching

If you would like to join CFR’s Media Cohort, contact Michael Fasano-McCarron.

Recorded Media Cohort Trainings

Dr. George James – May 2023

Media Pitches

How do I decide to submit a pitch?

  1. Read And Evaluate the Query: Read and evaluate each query carefully, particularly the requirements section. Do you meet all the journalist’s criteria? If yes, respond. If not, let it go. It’s a waste of your time and the journalists’ time to respond to a source request for which you aren’t a perfect fit.
  2. Respond Quickly: Journalists often work with quick turnaround times. Pitch your expertise or story within an hour of the query going out, as that is the typical time frame journalists use to make up their minds about sources. However, if that is not feasible, you must still pitch within the published deadline.
  3. Proofread And Edit: Time is of the essence, but don’t neglect to proofread and edit your pitches. Journalists often quickly delete poorly written replies. Treat each pitch, no matter how short, as a cover letter for a coveted job. Try using  Grammarly’s free editor. You can copy and paste your work, and it will quickly identify common typos.
  4. Stay on Topic: Journalists seek real-world expertise and stories and can easily detect a fluffy pitch.
  5. Be Brief: Pitches should be short, at most 300 words. Many journalists prefer pitches to be 175 words or less. Attachments are automatically stripped from the email to protect journalists from viruses, so use services such as Google or Dropbox to send links to images or documents in your pitch.
  6. Write in Soundbites: Many journalists will quote directly from your response, especially if they’re on a tight deadline. The easier you make their job, the more likely you will get cited.

Anatomy of a Pitch

Here’s how to write a pitch to be a guest. You did read/listen/watch their story/podcast/show, right? Right. Then, go ahead and write your pitch.

Pitch yourself

  • Start the pitch with a greeting, preferably addressed to a specific person. (This will most likely be the podcast host whose email you’ve identified). Then, provide a brief bio of yourself. And I mean brief. Keep it to three sentences or under. You want to tell them who you are, what podcast you host, and why you would be an excellent fit for their story/podcast/show. You can include things like how many listeners you have, any other story/podcast/shows you’ve recently appeared on, or where your expertise comes from.

Mention their show/publication

  • Demonstrate that you did read/listen/watch their story/podcast/show by referencing a recent episode. Without getting into the weeds, try to make this more than a superficial comment that could have been gleaned by reading the episode title. You want to demonstrate you’ve read/listened/watched. This, too, should be very brief. It’s just to show that you respect their time and work.

Pitch your idea

  • Now, we get to the meat of the email. This is where you can–and should–go more in-depth. Remember, you want to make it easy for the person reading your pitch to say yes. Don’t make them chase up further details–give them everything they need to know immediately. Start with the general topic you stated in the email subject line. Detail what it is you’ll bring to this topic. Then, outline the points you would cover throughout the episode. You want to prove there’s enough material on this topic to sustain an hour-long episode (or however long the story/podcast/show you’re pitching to runs). Don’t be vague here. Don’t be worried someone’s going to “steal” your idea. You must get used to putting your cards out there if you want a positive response. Besides, the idea is only the starting point. What you’re selling is you and your unique point of view on the subject.

So, with that in mind, be sure to answer these questions throughout the pitch:

  • Why does this topic specifically need you to discuss it?
  • What expertise do you bring?
  • Do you have a unique perspective or opinion?
  • Is there a problem, and you have a unique solution?

 

Podcasts

Podcast Prospects

See this spreadsheet for a list of podcast shows. If you want to submit a guest pitch to a show, contact Michael Fasano-McCarron.

Podcast Guest Guide

Creating and participating in podcasts can be an excellent marketing strategy for therapists and psychiatrists to showcase their expertise, build their brand, and ultimately attract new clients. Here is a guide to help therapists and psychiatrists become engaging and effective podcast guests:

Questions to Ask Before Agreeing to Be on a Podcast

For therapists and psychiatrists considering being guests on a podcast, it’s crucial to ensure that the opportunity aligns with your professional goals, ethics, and audience. Here are key questions to consider asking the Podcast host before agreeing to participate:

1. What is the Podcast’s target audience?

  • Understand who listens to the Podcast to tailor your message appropriately. Knowing whether the audience is the general public, mental health professionals, or individuals struggling with specific issues can help you prepare relevant content.

2. What are the main topics covered in the Podcast?

  • Knowing the main topics beforehand will help you assess if your expertise aligns with the themes of the Podcast and if you can contribute valuable insights to their discussions.

3. What format does the Podcast follow?

  • Inquire whether the Podcast is interview-based, panel discussions, or solo talks. Knowing the format can help you prepare mentally and structurally for your participation.

4. How long are the episodes?

  • Understanding the duration will help you gauge how in-depth the conversations go and how much content you must prepare.

5. What specific topics would you like me to discuss?

  • Ask for a list of topics or questions the host plans to cover. Knowing the topics or questions in advance allows you to prepare thoughtful responses and ensure that the content aligns with your areas of expertise and ethical boundaries.

6. Who is your typical listener, and what do they care about?

  • This question goes deeper into understanding the audience’s needs and interests, allowing you to tailor your messages more effectively.

7. What is your perspective on mental health and therapy?

  • Knowing the host’s Perspective on mental health is important to ensure that their views align with your professional standards and ethics.

8. Will I have the opportunity to review the episode before it’s published?

  • Knowing if you can listen to the episode before it goes live can allow you to request edits if something was inaccurately represented.

9. How do you promote your episodes, and how can I assist in promotion?

  • This question helps you understand the Podcast’s reach and how you can leverage the episode to benefit your practice.

Asking these questions ensures that the Podcast is a good fit for you and demonstrates your professionalism and commitment to providing value to the audience. Being proactive in your approach can lead to a more successful and rewarding podcast guest experience.


How to be a Good Podcast Guest

1. Understand the Podcast Audience

  • Research the Podcast: Before appearing on a podcast, listen to several episodes to understand the host’s style, the type of content they cover, and the audience they cater to. This research will help you tailor your messages and examples to resonate with the listeners.
  • Know Your Audience: Understand that the Podcast’s audience may range from individuals seeking general mental health advice to professionals looking for advanced insights. Adjust your communication style accordingly.

2. Prepare Your Key Messages

  • Highlight Your Expertise: Prepare three to five key messages or topics you are passionate about that highlight your expertise. For example, this could include your approach to therapy, common misconceptions about mental health, or tips for managing anxiety or depression.
  • Use Relatable Examples: Prepare anecdotes or client-free stories (while maintaining confidentiality) to illustrate your points. Real-life examples can make complex psychological concepts more accessible.

3. Communicate Clearly and Concisely

  • Avoid Jargon: While it’s important to showcase your knowledge, avoid using too much technical language that may alienate listeners. Aim to explain concepts in layperson’s terms.
  • Practice Active Listening: Engage with the host by listening actively and responding to their questions thoughtfully. Active listening creates a more dynamic and engaging conversation for listeners.

4. Offer Practical Advice

  • Provide Value: Listeners often tune into mental health podcasts looking for advice they can apply to their own lives. Offer practical tips, strategies, or exercises they can try.
  • Encourage Action: If appropriate, encourage listeners to seek professional help for their mental health issues, emphasizing the importance of personalized care.

5. Promote Your Practice

  • Introduce Your Practice: Briefly mention your practice, your specialty, and the types of clients you work with. Mentioning this information shouldn’t be a sales pitch but a way to inform listeners about your professional background.
  • Share Contact Information: With the host’s permission, share your practice’s website, social media handles, or other contact information at the end of the Podcast.

6. Leverage the Podcast Episode

  • Promote the Episode: Share the podcast episode on your professional website, social media, and newsletters. Promoting the episode helps boost the Podcast and showcases your expertise to your existing and potential clients.
  • Engage with Listeners: If the episode receives comments or questions on social media, engage with the audience by answering questions or thanking them for feedback. Engaging with listeners can further enhance your visibility and approachability.

7. Measure the Impact

  • Track Referrals: Monitor any increase in inquiries or clients that mention the Podcast. Tracking referrals can help you gauge the effectiveness of your podcast appearances and guide future marketing efforts.

Benefits of Being a Podcast Guest

  • Establish Authority: Sharing your knowledge on podcasts can establish you as an authority in your field, building trust with potential clients.
  • Reach a Wider Audience: Podcasts can have a broad and diverse audience, allowing you to reach potential clients outside your immediate geographic area.
  • Cost-Effective Marketing: Appearing as a podcast guest is often free, making it a cost-effective way to market your practice and reach potential clients.
  • Networking Opportunities: Collaborating with podcast hosts and other guests can lead to professional networking opportunities and potential referrals.

Being a podcast guest offers therapists and psychiatrists a unique opportunity to share their expertise, connect with a broader audience, and attract new clients. By preparing effectively, communicating clearly, and leveraging the experience, mental health professionals can make the most of their podcast appearances.

Resources

Pennsylvania

Licenses expire on February 28 for ODD-numbered years for Social Workers, Marriage and Family Therapists and Professional Counselors.

Licenses expire on November 30 for ODD-numbered years for Psychologists.

Licenses expire on December 31 for EVEN-numbered years for Medicine.

Licenses expire on October 31 for EVEN-numbered years for Osteopathic Medicine.

New Jersey

Licenses expire on June 30 for EVEN-numbered years for Marriage and Family Therapists.

Licenses expire on August 31 for EVEN-numbered years for Social Workers. (CFR CE CREDITS DO NOT WORK FOR NJ SOCIAL WORKERS)

Licenses expire on November 30 for EVEN-numbered years for Professional Counselors.

Licenses expire on June 30 for ODD-numbered years for Psychologists.

Social Media

CFR is on FacebookInstagram, and LinkedIn. If you are on those platforms, please follow the CFR account. Complete this form if you have any social media campaign or post requests or suggestions. Contact Michael Fasano-McCarron with any questions.

Therapy Directory Sites

Psychology Today

CFR staff can receive a discount when first setting up their Psychology Today profile. See the Employee page for more information.

Optimizing Your Psychology Today Profile

Here’s some proven ways to improve your Psychology Today profile for more inquiries:

Connect With Your Ideal Client

Focus your profile description on connecting with your ideal client. The best profiles take their readers through a brief and effective journey that connects with them. First, show them how you understand their pain, how you help, why you help, and invite them to reach out.

Avoid “license blurting” in your main description – most people do not know or care to understand details on your licenses, modality, education, etc. However, it’s a good idea to mention your licenses, modalities, and experience in the side sections of your profile.

Sharing a bit about your methods can help bridge the gap and improve early connection. Help potential clients mentally transition by pre-framing exercises or activities you typically go through. This can help them visualize themselves working with you. Avoid jargon, but be sure to define technical terms if you use them. Remember, chances are clients will not know what “EMDR” means.

Also, be sure to add a link to the website button on your profile. This gives a potential client more information and potential “visitor touchpoints” that can lead to more inquiries. We suggest you link to your CFR Bio webpage or your professional website.

Enhance Your Profile Description

Sprinkle in some personality throughout your profile description. This is what makes you and your profile different, relatable, and valuable to the right clients for your practice.

Review your profile description for readability. Are the words easy to understand and spoken in the language of your ideal client? You can use line breaks to improve readability. You’re aiming for a 7th-8th grade reading level.

Consider testing a section about what success looks like for your clients or their positive experience after a session. For example, “clients leave me feeling [insert how they feel].”

Examine the first and last lines of your profile. You want to grab your ideal client’s attention with the help of the first line and encourage reaching out around the last.

Test A Few Profile Pictures

Your Psychology Today profile picture is the first element of your profile a prospect sees. Ensure your profile picture is large enough in resolution to make the resulting image clear. Think about how your image reflects who you are and a sense of your personality and brand, such as professional, quirky, or casual. Try out a couple of different headshots.

A close-up, smiling headshot with a well-lit neutral or natural background can be quite effective. Avoid making it look like you’re holding a camera for a selfie. Remember, your profile photo isn’t just about looking good; it’s about representing your brand, your practice, and what you bring to your therapeutic relationships.

Add A Video to Your PT Profile

Personalize and increase the visibility of your Psychology Today listing by adding a video. Many therapists overlook or forget about this step, but it’s a powerful differentiator to help your dream clients feel more comfortable reaching out.

While the Psychology Today directory itself can change, adding a video can potentially improve the placement of your therapist profile in the directory’s results pages. There’s also a chance that the video is seen before someone clicks on your profile. So, adding a video to PT profiles is how to maximize your “real estate” on the site.

Maximize Profile Location Targeting

Whether you have one or several practice locations where you see clients or provide remote telehealth services, maximizing your profile’s local search visibility is important based on the areas you serve.

You can increase your profile’s reach by adding up to 4 target locations to your profile. This is done under the “target your listing” feature to add additional listing areas. Consider the population of neighboring cities/towns or zip codes and which locations result in prospective clients for your practice based on your experience and historical data.


Other Therapy Directory Sites

It is important to have high-quality professional accounts on several therapy directory sites. Being on more platforms makes you more visible online, increases your likelihood of showing up higher on search engines, and brings in more clients.

You can use many of the same profile development strategies as you did in your Psychology Today profile with the following therapy directory sites: