Reason 5: Boo to Marketing
Disgust with marketing among therapists often stems from a perception that it's unethical and goes against the core values of their profession. Many therapists feel that marketing is fundamentally at odds with building genuine, therapeutic relationships and providing ethical care. This belief is rooted in several key ideas:
Therapists tend to think they don’t have “consumers” or customers. They might be more interested in creating intimate connections or relationships than selling something. The two seem mutually exclusive, therefore, extremely literal thinkers would deduce that in order to do the latter, you must negate the former. This isn’t the case. But, the mistaken belief is actually rooted in psychology’s history!
The commercialization aspects of marketing can gross anyone out.
Marketing makes people want to buy things. For example: a charcoal toothpaste; buyers think it will whiten their teeth. Yet, charcoal is not good for your teeth. Consumerism, in this case, is based on the insecurity of having dark or yellow teeth. In capitalism, we buy things for tons of different reasons. But, did you know the field of public relations was created by Sigmund Freud’s nephew? He used Freud’s research as an opportunity for himself. He sold the idea of exploiting people’s insecurities to U.S. businesses and public relations was born.
Thinking of therapy as a business can clash with a therapist's ethical framework,
which is to provide competent care to anyone who needs it. And for some therapists, it is opposed to their personal values fundamentally (for example, anticapitalist therapists). This could lead to "disgust" or discomfort with the process of getting clients, which is antithetical. Don’t conflate your disgust with marketing and making your website. Neurons that fire together wire together. Two people with different ideals can live in the same house together peacefully.
Bending to the ways of evil marketing machines can also lead to therapist perception of selling out.
Marketing might be seen as prioritizing profit over patient care, which can be a significant moral hurdle. The opposite is actually true. Because marketing works silently on people whether we like it or not, you’ll reach less people who could benefit from your anticapitalist or punk rock therapy if they don’t stay engaged with your website. This is based purely on aesthetics. You can signal that you dislike marketing while still using nice colors and fonts that instill a sense of trustworthiness and professionalism.
Therapists could have concerns about manipulation.
Some therapists may view aesthetics and jargon as manipulative or disingenuous. This conflicts with their commitment to honesty and integrity. The right kind of design actually communicates your honesty and integrity. Particularly copywriting. Writing can achieve something that complements the aesthetics- it can reach people, help them feel heard, keep them reading, give them hope and validation, etc. This is what therapists do already.
Therapists may also feel that marketing is an ethical dilemma.
The very act of self-promotion can bring up layered code considerations. For example, therapists are not allowed to solicit reviews from current or arguably past clients because it’s a conflict of interest. However, your peers can attest to your competency on platforms like Psychology Today. It’s not a work around, it’s something else. If you attest to your own personality qualities, (e.g., thoughtfulness, organization, creativity), it’s yet another aspect of showing people who you are and what they’ll get from you. It’s not a loophole. It’s something different.
Lastly, let’s talk about the elephant in the room: martyrdom.
So many of my coaching clients have the mistaken belief about whether they are deserving of profiting [while others are suffering]. This is a conflation of data and context (which could be rooted in obsessive-compulsive symptoms). You’re making enough money to eat, period. New line, some other people are not. You starving instead isn’t going to help other starving people. In fact, if you’re too lethargic to move, you probably won’t be able to volunteer at the food bank. You don’t have to wear a hair shirt because someone else has depression. Marketing yourself (in order to eat) doesn’t mean you’re not doing enough and should self-sacrifice more. Get. Off. The. Cross. and live! It’s the only way you will actually be able to help people, especially if they’re falling into the same trap in their own lives!
