77. Where Does Your Personality Belong on Your Website? (Alumni Check-In Session #6)

So she said, "When we are writing our website for clients to see themselves," in it she means, "how do we balance that with adding in our personality? Where and how do we add that in, our personality, outside of the About page, which is still geared towards them?" So what I love about what this student is asking is that she is keeping her ideal client front and center when it comes to her marketing.

She is not getting pulled into that trap of making her website about her and her approach and what makes her different, but instead is really championing her client, and I love knowing and seeing that that is front of mind for her.

Now, she mentioned, as a little more context for this, that my email I sent out about the pink pants I bought, and I'll share that story with you in a moment if you haven't heard it, really resonated with her.

But she found that she is struggling with translating her own personality in her writing, and she feels like she lands better in person and can't get it to come across in her copy.

Have you ever felt that way? I am so much more fun and interesting in the room than I am in my words, right? So I want to address that.

I wanna talk about this pink pants concept.

I wanna talk about personality.

We're gonna cover a lot of ground here.

Now, if you're not on our email list, you should be.

But if you did get an email that I sent earlier this summer, I talked about this pair of pink pants that I purchased right before getting pregnant last year.

They are light pink.

They are barrel leg, which is uber trendy.

It was very much an impulse buy, but I was excited about them, okay? So I buy them, but then they just sat in my closet.

They felt a little bit too bold to wear.

You know when you buy something new and you can't figure out how to make an outfit with it? That's how I was feeling.

But I chose to wear them to dinner with some friends.

And my friend opened up the door, and literally the minute she saw me, she said, "Oh my gosh, those are so you." And it was like, bam, that's all I needed.

That was the confidence boost that I needed to wear these pink pants confidently, right? Well, then I get pregnant.

I can't wear them anymore.

I'm doing a third trimester purge of my closet right before my son came, and I saw them again.

I hadn't seen them in a while because I'd been busy wearing maternity pants.

But it occurred to me as I found them in that purge that a lot of therapists are doing the opposite of the whole pink pants thing in their marketing, so that's what this alumni was referencing.

Because when you're brand new to private practice, being beige feels a heck of a lot safer than putting on your light pink barrel pants in your marketing, right? You don't wanna turn anyone away.

This idea of claiming a niche and carving out this unique space for yourself is intimidating, and so a lot of clinicians go the beige route.

But then eventually something shifts in your practice and you decide, you know what? I am going to charge more, or my niche is clearer, or I do wanna be more intentional about the clients that I'm bringing in, and then the website stays beige.