Brand Your Practice Podcast

All right, we are live. Hello, welcome and everyone

to the Brand Your Practice podcast and also webinar. This

is part six. The final part,

six of six with Chris on how

to get calls, how to make calls, go get to clients,

calls into clients. I'm sorry, Chris, I forgot the title. Clicks

to clients. Last week was calls in the clients. Now

with the overall series was, or last time we met was calls

in the clients where your friend who's an intake coordinator came

on. So if you haven't seen that yet, that was great. having

her on. So just go to the Brand Your Practice YouTube page and

check out that conversation that I have. But today, we're going to

be talking about intensives, groups,

courses, those things that are beyond the one-to-one

therapy. And I'm really excited to have Chris talk about

this too because he works, he has a really great client that

does intensives. I have a few clients that do intensives. Intensives

are like the rage right now. It's like hot stuff. And

then we talk about groups and courses and things like that

as well. So why don't we go ahead? I'll turn it over to you,

Chris, and we can get started and just welcome everyone in

from the chat. If you have a question regarding groups or

intensives or courses or anything like that, please

let us know. But we got examples that we can show you today. All

Awesome. Thanks again. So I'm Chris from Moonraker.ai and this

is part six from clicks to clients. And what I'm calling this is how to

master client retention and long term value. And as

Brent mentioned, it's all about expanding and diversifying services

beyond the weekly therapy model so that you can. increase

the lifetime value of the client and also reach larger audiences

that are outside of your schedule or your therapeutic jurisdiction.

So let's get into it. So why should you attend this webinar? Number

one reason is that you're limited to weekly sessions and you're missing

out on growth opportunities. And that could be, as

I said before, because you're only licensed in one particular place and

you're getting potential clients from elsewhere. You

know, great marketing. People will show up from everywhere, but you have to turn them

away, which is a real bummer. Or, you know, on the flip

side of things, you're doing well, but you want to diversify your offerings and

maximize your impact. So this is a roadmap to a

variety of different things that you can get into that will allow that to happen. So

this is an overview of the client journey, and we are in the final phase

here. So we have clients, and now it's about maximizing the care

for those existing clients, and also how to connect

with whole new audiences and enter whole new realms.

So let's see how we can leverage your expertise and

your experience and take it to the next level. So

again, I'm Chris Morin. I've been in the wellness space for decades, and

I also have about 20 years of marketing experience. And so everything

that I'm sharing today is stuff that we've helped our clients with

and also that I have done myself as well. So I'm

not going to talk about these parts, but we do this

every day. And so these will be slides in the presentation

to show you how to show up on Google and also nowadays on

ChatTPT and Cloud and other AIs as well. So,

what are some common challenges? So, as I mentioned before,

there might be a licensing limitation. You have to turn away potential clients because

they're outside your jurisdiction. It could be that you have hit

capacity and you've maxed out. You don't want to

add more people to your own weekly caseload. You don't want to scale to a group

practice with associates, so you're kind of stuck there. It could be technology

barriers, like you don't know how to manage groups or other

platforms online. You don't know how to build digital resources or things like

that. Or it could be just uncertainty about pricing, structure, et

cetera. How do I set up an intensive, a group program, et

cetera? And so I'll be transparent right here and state that

this training is an overview of all the different adventures

that you can pick. We're not going to go super deep into here's how

to build out your intensive. There's a lot of really great programs that do

that already. But this is going to get your mind and

get the gears turning so that you can think of all the different ways that your

current practice can grow into other places. So

why is this critical? Because as I said before, if

you're stuck in the weekly individual session model, then

you as a therapist can only go so far because you're essentially converting your

time into money. And although that is joyful

for most therapists, there's a point when you're really crushing it

where you might think, can I do more? This is comfortable,

but can I earn more? Can I create a

lasting impact on more people? Can I reach folks

that are further away? How do I build my legacy? That's

a word that comes up a lot in these calls. I want to write a book. but

it feels like it's in my next lifetime. I don't know how to do that. I

don't know what that even looks like. Like, how do I sell something like that? So there's

a lot of different things that people envision, but

it seems like it's way out of reach. So it's critical for

the increase in your revenue, but also I think

on a deeper level, increasing the fulfillment that you gain

from your profession and also increase the impact that you have. So in

that spirit, we've created what I call the impact framework, which is six

specific methods that you can use to expand

your practice beyond the weekly session model. So

in terms of how to measure success of this process, it's

things like client retention, lifetime value, your

enjoyment as a therapist, how aligned you feel with your

greatest ability to be of service to others. And so

all these things are going to talk about that. So, let's jump into it. IMPACT.

I-M-P-A-C-T. I love a good acronym. So, these

are the six different paths that you can

choose, and some of them are related to one another. So, as Brent mentioned, intensives

are crazy right now, and they're becoming more popular. This

is a really amazing way to maximize lifetime value very quickly,

especially with existing clients, but new clients like I can tell you

that my main one of my main clients intensive therapy retreats

that Brent had mentioned we've been marketing with them for almost

five and a half years and. the average client lifetime value

is $4,700. And that's over the course of three and a half days. They

don't come back after that. So that's about as much,

if not more, than a lot of therapists that I talk to that are seeing clients for

a year or two. So it consolidates the earnings. It

also consolidates the transformation. And a lot of folks would

say that that work creates deeper, more lasting transformation

because of how everything is stacked. There's no breaks. There's

no distractions. It's just a very powerful experience. So,

Let's go back to intensives real quick. Yeah, yeah. Just

because you talked about increases the impact

on like that. I think that's been the most fulfilling, I think,

with some of the clinicians I've been working with that have intensives. Like they just

say like, I can get so much done in that. So

much. A couple hours. Because especially if

you're doing trauma work, right, you have to open somebody up, do

trauma work, and close them up in what, 50 minutes, which is like

not enough. You know, that's like really hard to do. And

in some ways, it's not, that's not even actually beneficial for the

client long term. So the intensives are a great way. And,

you know, you can just, you don't think about, full

day intensives. You could just think of as intensive, maybe it's like two or three hours,

right? So it's just an extended session. That could be an intensive. And

then they can come back to one-to-one if they want or doing another intensive,

you know, so schedule them out every other week or once or twice

a month, whatever that might be. But, uhm— but

you're kind of just doing your normal thing, but you do, but just maybe

expanding that for an extra hour or two. And, you know,

there's a lot of couple therapists that won't even do 50 minute sessions.

They have to do 90 minute sessions because it's really hard to do couples

work. And just so, um, and that also gets

to some of the private pay, right? So that you're not even

dealing with insurance when it comes to those intensives because

insurance companies, for whatever reason, uh, they don't reimburse

for that. And yeah. although I would

imagine a few intensives could be less than reimbursements

for years of therapy. So,

but yeah, we can, uh, we can dive in if you want, put something in the

chat, dive in. If you have more questions on intensive, I

can show you, I put something in chat, just like a landing page that

for an EMDR intensive that, uh, we put together for a

Yeah, and I have slides for each of these topics here, so

we can go over them. OK, got it. I'll let you go. I also wanted

to show this is a page that we're just finishing up now. This is a ketamine-assisted intensive.

Oh, this is another hot topic. Yeah, combining all

this stuff. Experienced life-changing transformation in just one week. So this

is a spinoff from my other client, ITR, because we couldn't

have ketamine-related terminology on the same page if we wanted to run Google

Did you have to go through the addiction program thing

I forgot what it's called. Our solution because

we didn't want to go through that third party auditing or like approval

service to run on these platforms. Yeah, it was super expensive and

it was tedious. And so we just cleansed the main

website of anything related to controlled substances. So

it doesn't exist there at all. And when we continue to challenge

the determination in the Google Ads dashboard, eventually they

released the hold on the account. We were able to run it at full velocity.

So That was our solution. And so this website is

the spinoff that we created so that we could still target these terms. And it all funnels

people back to the same intake coordinator as the main website, which

is right over here. So that was our solution for that. But again,

whether it's a standard retreat or it's a ketamine-assisted retreat,

there's a million retreats. And like you said, it doesn't have to

be three days. It could be three hours. It's

really remarkable what happens. And the folks that I work with that

use that model, they talk about how streamlined things are. Oh, I see four

people a month. And I don't need to bill insurance. People

are jumping for joy at what they've gotten through. So

again, it's a really powerful model. But I would encourage

anybody who is considering this, get proper training. Because

it's not just like 20 EMDR hour-long sessions in

a row. It's very different. So there's some great programs out there. So

moving on, meetups. I didn't want to call it groups because then it

would be egg-packed and that's not as cool as impact. So meetups

are just any types of groups, you know, peer support

groups led by a trained therapist that can provide some

accountability. It can provide the support of

Being in a community of people that also share similar values or

struggles You know, I have years of experience in

like 12-step groups It's amazing like they talk about the fellowship and

how important that is and there's always people in there that Just

suck anyway after 25 years, but they're they're

not causing trouble at the very least they're in the

group and so groups have meant so much for me

men's groups doing men's work all these things are really a powerful

and so when you can create something like that that appeals to your

particular clientele about particular issues that you're an expert

in and you can guide that group it gives people more

accessibility to some form of therapeutic services even

if it's not one-on-one sessions and it helps them find other people

so they don't feel so isolated in their struggles. So I

I have one client that's actually doing one for free for

current clients. Like if they're a client of the practice, they

can get access to this peer group. It's like it meets weekly for maybe

six weeks or something like that. It's like an added value, but

it also creates that community and What that does is

it builds your brand at the end of the day, because people will absolutely, absolutely.

And that's the kind of thing that if you wanted to, you could offer that for free

to the local community. And that could be a lead gen source for you because they

get a chance to experience you and your expertise in person and

have a really good. You know, create a good impression so that

when they're ready to do some one-on-one work that they would think

of you. So absolutely, that's a good one. Products,

digital resources, guides, self-help tools, ebooks, etc. We'll

get into that. Academy, again, I didn't want it to be courses because

we had to follow the cool acronym. But this is

the idea of an online course. So taking a product, which

is a low investment, low

ticket item, $5 to $25 kind of thing, and

then upselling people into a more robust course that has modules

and things like that for deeper learning. Consulting, professional

consulting to organizations. That's amazing for a lot of reasons, but

there's particular issues that manifest in the

workplace. And that can really be an asset to a corporation if

you can help to create a happy and healthy work environment. And

often larger corporations have money that's earmarked for

this. And so that can become a nice consistent source of revenue

if you or your team go in on a regular basis. And

then there's training, which is What I'm using

training for in this particular model is training, like professional training

to other therapists. So if you have the credentials that allow you

to train others on your modalities or you

developed your own modality or some type of certification program

or anything, you can offer that as well. So there's

a lot of different ways to expand beyond weekly

sessions and So again, we

already talked about this, and this is pretty familiar to most people, but

intensives are very powerful. It just condenses all

of the therapeutic work into a shorter time

frame, and the momentum that is created is really powerful. And

as you mentioned, Brent, it doesn't need to be three days. It could just be

going from like 15 minutes up to an hour and a half, two hours. And

then my suggestion would be, you know, as you get more experience with

that, you know, build up to like a half day, three hours or a full day.

And focusing on existing clients who have already committed can

be a great way to gain more experience in that because it's a good upsell. They

already enjoy working with you, but maybe they're stuck on a particular thing. And

you can also focus on one particular therapeutic outcome that you excel at.

Like if it's trauma or relationships or anxiety, whatever it happens

to be, having like a signature intensive can

be really appealing because it helps people understand the purpose. Like

I have social anxiety, I'm going to go here in a day and I'm

just going to hammer that particular issue. And we know that's probably

not the real issue, but from a branding perspective, it helps people

Yeah. And another great way to sell this sorry to interrupt

the great way to sell this is people in the

back of their minds is sort of like, how quickly can I get over this? Or

like, how can I not be Um, captured

by this symptom or whatever. So the way that you can easily sell

the intensives is that, well, we can go longer and deeper and, and really

get into it and not have to close up in the sessions fast,

right? We can actually spend time with it and I can go deeper with you.

than I can do in a regular 50 minutes. So, and people are willing

to pay money for more immediacy. I mean, we all know this, right? I

mean, Disney knows this, the fast pass, like you pay for that, you

get in line quicker, right? You just show up. You don't wanna waste your time. So

like, that is an important selling point. And it's true

Yeah, that's interesting, the analogy of the FastPass, because it

really is like that, the fast track to healing. And it's

tumultuous. It's not that it's easy, hence the term intensives. It's

very real. But it is an interesting phenomenon that

most services have some economy of scale. But in this case, it's the opposite, where

most of the time, intensives are billed at a higher rate per hour. So if

we looked at the client I showed you before, ITR, they're

charging an average of about $266 to $300 per

hour. And so a whole day is $1,550 to $2,000, depending on

the clinician. And those same people, when they used to

do weeklies, or some of them still do weeklies for certain clients, they're

around $150 to $200 an hour. So they're actually getting

more value per hour, and it's consolidated, no

Yeah, absolutely. And in terms of the best way to scale this, as

I said before, appeal to your existing clients. It's

much easier to upsell existing clients than it is to sell brand new clients. But

once you're ready to appeal to a larger audience, consider creating

an SEO optimized page specifically for intensives. Don't

just mention it as an afterthought on your other service pages. Put your

own page for intensives. and then start running content creation.

We've gone over this in past webinars. Leverage the power

of AI, create valuable, comprehensive content, write

blogs on a regular basis talking about intensives, and get

the word out there so that Google will start to give you more

traffic for that particular set of search terms in your area. Yeah,

or hire Chris to do it for you. Exactly. Thanks,

Brett. So meetups and

community groups. So as we said, there's something really powerful that

happens when people get together. And I think it was Gabra Mate that

said that healing is not meant to happen in isolation. And

we know that because whether it's a one-on-one situation, you're

there with the client. But when there's a group of people, one

of the most beautiful things I've heard is when I've been in men's groups, people

will say like, when I saw you go through that piece

of deeper work, it's like you were doing my work for me. And that's

such a beautiful idea, the idea that when we see people work through

their own trauma and grief, it processes something inside

of us too. And so there's this real amazing ability for

groups of people that come together with a shared intention and create a

special space together to move a lot of energy very quickly. And

when that is facilitated by a therapist, that can be guided in

a way that aligns with their therapeutic values and

the goals of the group. So I think in some ways it can potentially be

more effective than if it's just a community-led group. And in

terms of how to launch one, you might pick current or former clients

that have similar challenges or goals and consider

meeting in your office. If you have an area or a

room that's large enough to do so, that would probably be best. There's

a lot of, you know, rental rooms that you could use. And

I mean, gosh, the meetings that I've been in, it's usually in the basement of

a church. So there's always places to meet up.

And it doesn't have to be glamorous because the magic is what

happens in the midst of those relationships and the trust and

the comfort that is developed there. And it's one

of those things where having enough touch

points per month is important like you want to develop some momentum because

once a month is not quite enough in my opinion to really develop

the depth and the comfort like we need to spend time together where people

feel ready to open up if they're in a group of several other people

because there's something subtle that shifts when it's like all right two

people three people that's cool now ten people i feel different i

need to prepare myself or present myself so having

some consistency same time each week etc is

really helpful and to accommodate that, keeping the price

point low per group is very important. And as we said before, if

you want to use this as an opportunity for lead generation, you can offer it

for free, but typically it would be like 25 to 50 bucks a

session. Really whatever you think is appropriate for the

length of the group, how much you're contributing to the group, but you want it to

be accessible to a wide audience so that they can come consistently

week after week. Or you just make a donation base like a lot of groups, just

Well, I'll tell you this, though, groups for a

lot of my practice owners, this is like one of the hardest things to get lift off from.

Right. Because like if you start any group, it's the inertia, you know, just getting the

first round of people going. It's just

a lot of work. And it's also, you

know, you don't make usually don't make a whole lot of money off of this. So

you really this really has to be kind of like a passion of yours. I think at the end of

the day, like a real you got to lean into it. Or if you have

let's say there's a full-time employee on staff who's passionate about

it, and they need, you know, they, they're struggling to get clients or

whatever, they can take it over. But it's like anything that

you launch, right, there's just more than you think that needs to be done to

do it. I think it's worth trying out. But it's just a

lot, just be aware of the amount of work to

kind of get that initial lift of the group off the ground. It can

Yeah, and it's interesting that you mentioned that because some of the folks

that I live in this house with, they're also content creators, they're

coaches of various types. And so they're creating this, they

have a content creator meetup where people get together, they record content in

a nice little studio and make it actually happen

instead of just thinking about it. And one of the first questions is,

oh, you have this little community, how many people are in it? Oh,

it's it's three people. Oh, OK. I'm not interested. So

it's like people don't want to be in it until it already exists. And

so it's hard to find those initial people that are like the trailblazers.

But if you can get a crew together, then that

can continue for a while. And that's exactly what happened. We also

run a men's group here weekly. And what

we essentially did was put the word out to many men in

the community this is what we're preparing to do. Right now

we have about 10 people that are interested and on any given week

there's between 5 and 12 people so depending on

scheduling but it's it's at the point where it kind of just hums along and we

don't want to grow it beyond that it's not a paid group it's just let's get together

and use like the Mankind Project format and talk about our stuff. So

Yeah, that's the inertia is a big one. And so getting the

word out there, being honest about it is probably the hardest part

in the beginning. Yeah. Great. Let's

go on to digital products. So these ones are super fun because this is

in the realm of passive income. And I love passive income because instead

of getting up in the morning and feeling like, oh, no, who is in

my inbox ready to mess up my day? It's

like, how much money did I make last night? And that's really fun.

It kind of flips the whole thing on its head. So the

idea of a digital product that is so great for a therapist is

that it's not limited by your therapeutic jurisdiction. If

you're able to practice in California, you can sell an e-book about anxiety

to someone in Massachusetts. And the idea of

creating these is so much more accessible than before because of

leveraging the power of AI. If you have good

thoughts and experience, and you have been

utilizing certain tools or tactics with your clientele

that have really gotten great results, you can turn that into an e-book

that's two pages long, or an infographic, or even a PDF, whatever

it is. And you can sell that for $5. We have some

clients that have like a $10 ebook. It's a few pages long.

We have a landing page that we created. It's just a single page that is

designed to sell that one digital product. And it

costs like $3 or $4 to land a new sale. So

they make $6 after the cost of ads. And we just scale it to

the level that they're comfortable with. And they make tens of thousands of dollars

per year selling a tiny little ebook that took them

about a weekend to make. And that probably could be

trimmed down even shorter now because of AI. So

this is no longer the type of thing where it's like, well, I have these good ideas.

I have to wait until the future when I have time to sit down and write a

novel. If you want to write a novel, that's awesome. There's nothing

against long-form content. But people really

appreciate small, actionable, digestible bits

of content that are interesting and engaging to utilize that

actually make a positive impact on their life. Can

Oh, OK. I freaked out for

a second. Like, oh, no. The storm has affected me. It's been raining really

hard here. We just got the tail, like the southern arms

of the typhoon that hit southern China. So I'm in Vietnam right

now, and it's been very, very rainy. So I'm fine. But

it's beautiful. It's cool. Finally, it's cooled down. So yeah,

my suggestion when it comes to launching digital products, focus on

something that you're a real expert. Something where you feel like my

method of doing this thing or utilizing

this particular technique is a little different. I have my own spin

on things and put something together, keep the price

very low, that will reduce friction, it'll build momentum, and you can

reach a wider audience. And you can always introduce more

friction later. You can up the price, you can, as

ads get more and more optimized, you know, you can tweak things

here and there. But I think of this as a great

source of passive revenue on its own. But it also develops an

awesome list because all these people that purchase this product, they're

going to provide some some information. And you can use that

in the next step if you decide to go there, which is to provide online

courses. And so people that have already purchased

something from you at a low-ticket item are much more likely to

purchase a high-ticket item, such as an online course. And

so this is essentially the same type of thing.

It could even be the same exact topic as your 10-minute e-book,

but it's a much deeper learning experience. And so

there's a lot of platforms out there, again, that can

help you in creating an online course

or an academy. Brent, doesn't TheraSAS have a module like that?

Yep, TheraSAS has a course module, and I have an online course

called Private Pay Practice Program, and it's

all built in TheraSAS, and you could buy it. It's all through TheraSAS,

And how much do you charge for that

That course is actually $3,000. Because

it's not just the course, it also gets like a whole year of we

meet twice a month as a group. And then we

kind of work through the material or if they're getting stuck on practice growth and

And that's exactly the kind of thing that I mentioned down here. Pricing an

online course, it's a premium educational experience. So at

least 2 to 3x the cost of an individual session. Less

than ongoing therapy if it's a course that you're providing

to somebody that could be an actual client. And

test it out with a core group of people. Refine the

content. See how it lands for them. Gather some testimonials. And

then launch to a larger audience. And you can scale by

adding multiple courses. building out the content for

the same course. As Brent mentioned, adding live coaching components,

so live calls on a weekly basis, things like that. You

can even develop a certification program if you wanted to. People

do this stuff all the time, and it could be you as well. How

does somebody say, I love EMDR, but I have a particular way

I do it that I think is more effective, and now we have accelerated resolution therapy?

Lainey was just like, you know what, I'm going to see if I can get

things rolling. And here it is. So yeah, stuff happens all

And I mean, also, that's how he did this. They were like, basically, as

he was like, Hey, let's offer certification. So

if you take three courses from Pesce in this order

or whatever, we'll certify you as a trauma specialist. I

It's like the gamification. Yeah, just, yeah. If

you have a really good take on EMDR or a really good take on

something, have your own spin on it, add your own value,

kind of what you've been chewing on as a practice owner, turn around and

say like, all right, you've been EMDR trained, now I'm gonna show you how you can take that and

So, yeah, and some of these, some of these

things that we're talking about, especially as we get into like the higher ticket,

like a course or consulting, these are also the types of

things that when you have a section of your practice website that

talks about that, like hire me for a speaking engagement, it

makes prospects on your website think that you are amazing, because

oh my god, why, No one would hire her for speaking unless she must she

must be incredible. So I think of it almost like it's

its own source of revenue, of course, but it's also a conversion tool for potential

weekly clients as well. Like this person is clearly

legit. No one's talking about getting hired for like a

consultation gig if they haven't done this forever. So think

of it in more ways than just the direct revenue. It's also the impression

So this is the kind of thing where all the emails that you have generated from

selling the $5 PDF, you can also reach out to them and

say, Hey, we got this awesome course. Check it out. Here's a,

you get the free first module free because you already purchased from our

Let's talk about consulting. So consulting is awesome because

large corporations, they are more and

more concerned about wellness in the workspace. And

whether it's like a one-day thing where you come in and you talk about de-escalation

or conflict management or communication strategies, or, hey, let's do

a bunch of disk assessments on this team and figure out why no one knows how to talk to

each other, all of these things you can do this in,

you know, a lunchtime thing, you could do a day long thing, you can do a multi,

a multi visit, consultational model like that.

Like, for example, my uncle, he's like a six sigma black belt. This

is like an efficiency standard for manufacturing. So

he comes in, he's like, Kaizen, we're going to make your factory

optimized like Toyota, so you can make the best product as quickly as possible.

And he gets hired on a monthly or quarterly basis

for tens of thousands of dollars just to guide a company in

the right direction. And like, for example, when I was doing massage

therapy, I was living up in Maine, and there was

a corporation. They were a life sciences company with about 3,000 people.

And they would have me come in twice a week with a few

other massage therapists to do chair massage. And it was like

a feeding frenzy to get on that list every day. They offered it

for free. People would flip out. There was bribes. There

was all sorts of weird stuff going on just so they could get a 15-minute chair massage.

But they paid us really good money, and we didn't have to think about

it. It's like, OK, on Tuesdays and Thursdays every week, I'm going to make

$450. Love it. And I didn't need to do anything else if I

chose not to. So these types of arrangements, if

they're done in a strategic way, they can create a

real nice foundation of revenue. And again, they're just an

amazing platform for you to expand your impact, access

a very large audience of people that are probably paid

well enough that they could hire you on an individual basis. And

so there's There's nothing bad about this. And the only differentiator

of this versus, say, an online course for potential

clients would be that it's catered to the specific stressors

in the workplace. And how do you craft your

expertise into something that will help in that environment? So this

is one that I love, and I don't think that this is

resigned to folks that are in like the end of their career, because a lot

of consultants are older. They've done it for decades. If you're in that demographic,

awesome. Then this is something you should definitely consider. But as

long as you have expertise and you can help and

you can do it in a way that is interesting and engaging for three

hours, then you can get hired by a company to do that. And it's

The one thing you as a practicing at the thing about is almost

building a personal brand around this. So I

will share, um, I'll share my screen in

the last few minutes here, but I did a talk, I'll put in the link now or

in the thing, but I did a talk and I recorded it on

the, uh, how to build a powerful personal brand. And

that's gonna be really important in some of these things because you

need to be thinking about who you are, what you're offering, but put

people looking for someone they can trust, whether that's a corporation or

if that's, you know, for consulting or buying a course, you

have to be thinking about your personal brand

and how to grow that. So I did a whole talk on that as it relates

Oh, cool. Cool. So that dovetails nicely with

the final one, which is professional training. You know, whether it's a talk at

a professional event or something like that, or

you're going to another practice, or you're having professionals come

to your practice, or at a third party location, helping develop

the skills in an in-person way for other professionals is

really amazing. Again, it could be in person, it could be

virtual, but there's something really special about what happens when everybody gets

together to do skill development. And so these are the kinds

of things that there's probably like 10 or

15 organizations at the top of the space that provide all of those

trainings. And they're usually charging a couple thousand dollars. And then when

you're done for that weekend, you have the ability to do

EMDR for a natural disaster. or you

know how to create a couples intensive or something like

that. And so there's so many ways that you can

train others. And this is one of the things,

I think a lot of these actually, but especially this one, because it's

about other professionals in the space, this is where imposter syndrome can

really flare up pretty strong. And I try to

remind myself and others, like, even if you're just like a

day ahead of someone else, you can help them. And

they will pay for that potentially. And so you don't have to be

the world's foremost expert on how to use EMDR

for children to offer a meaningful training for that thing, as

long as there's other people that know significantly or

even just a little bit less than you about that. So this

is another thing where, you know, if it's a day long event, you could probably charge

four or five hundred dollars or more, depending on On how

well established your brand and reputation are and to Brent's point

like creating a brand is really important and I don't mean

like. I have a brand because I have a logo like your brand is your

reputation. It's right. It's the knowledge that you've

accumulated. It's all the ways that you have shared and that's

one of the things that I really enjoy about essentially what we're

doing right now is kind of an impromptu free professional training

all about every step of the client journey and I

have accumulated through working with Brent and also other collaboration

partners a bit of a knowledge hub as I call it and It's

a really nice legacy. It's something I always dreamt of having, like a repository

of useful information that somebody can access. And it's been developing

over the last year. And that makes me really proud. And it also has a

really strong effect on others that are considering working

with me because they say, oh, wow, this is a lot of information. This is good

stuff. And he's partnered with these other brands. That

must mean that he's somebody in this space. So it pushes them

across that finish line because there's a lot of positive momentum there. And

the same exact thing can happen for you as well. Yep,

absolutely. Absolutely. So what

do we do? Master this. You don't need

to, but just consider all six of these different service

types. And I'm sure there's probably six more that I didn't even think of. But

these are the main ones that you can use and start to develop

to increase the value of your current client relationships. expand

to other avenues of revenue

generation, of lead generation, passive income,

legacy building. All of these things are really exciting when you

consider all the possibilities. And the thing that I love about doing

this presentation in this year, with how much AI has

become integrated into pretty much every aspect of life and

business, is that so many of these things, if I looked at this five

years ago, I'd be like, oh my god, that's going to take forever. I

don't want to do that. Like I do, I would love to have a course, but

how the heck am I going to do that? And now it's like, you know

what you know. If you can communicate with a robot, it

can help you build this and you can refine it. So you can put your effort

into, you know, refining the language so that it's really capturing

your voice and then creating like great video content. You don't have to

worry about How am I going to write all these words? And how am I going

to structure this platform and all that stuff like that? That is largely

done for you already. Even if you're not a technically savvy

person, there's so many cool tools that can help you to

polish your presentations and your assets so that you can bring

them to the community online, to

a business, to other professionals, to anybody, and

give them something that really helps. Yeah. Yeah.

So yeah, once you think about this and think, okay, this

is the thing that really sounds good to me. Maybe I already have this

thing. Like a lot of folks that I work with, they have like

a free offering on their website. It's like a lead magnet, as

we call it. They give someone a PDF in exchange for

a name and an email. And if that thing is actually getting

people to click on it, then maybe they'll buy it for five bucks

or 10 bucks. Maybe you add another page and you can sell it for $20. And

it's not particularly hard to build these things.

So there isn't a massive time investment to finding

something that lands with your audience that you can then scale.

And when it comes to how to integrate this into your daily practice,

think about what I call these expansion conversations, like discussing

the opportunity of intensives or groups

or digital resources and things like that with clients or with

prospects on the phone. That's one of the things that

I say. If I talk about the work I've done with intensive providers,

If I did like an ask me anything and said, here's where we are. We've

earned 2.6 million in gross revenue over the past five years with

just intensives. Like people are like, this is my dream practice.

I don't want to see a person for an hour a week ever again. I just

want to do this. I tell them slow down. Because it's

don't throw away everything. There's going to be a chasm that you have to

walk through because there's not as much traffic for intensives. But what you can do

is you can talk about it with your existing clients and you can upsell them or

get people excited about it. So that's really the first forum

where all of these ideas can come to life and you can bounce it off people

and see what happens. And maybe you'll have a good idea and

you tell a bunch of people about it. They're like, I don't know. That doesn't really.

Yeah, okay, I'll think about it." Maybe something else you say, then

they're like, oh, wow, really? Okay, tell me more about that. And

this gives you free market research from people that are already

paying for therapeutic services. What are the kinds of things that they'll like? And

as you practice this way of thinking more, like,

what is it that I can do to expand my impact, to generate more revenue, to

add more value? then you start to see these things come

down the line before people even tell you about it, because you

just train yourself to sense what it is that they

need. And that's a really exciting position to be in,

because then you just feel like you're a mind reader, like, I know my audience is

going to love this and it's going to crush it. And so that

once you develop that kind of alignment and momentum, this can become

a really fun process. And if you don't know what to

do and you don't know how to move forward, then consider hiring a team like

ours, because we do this with our clients all the time. The

first step is always the core issue, which is usually build

out a weekly clientele and dial in traffic generation and

lead generation. But after a year goes, Yeah, exactly.

After a year goes by, we're usually having really fun conversations. Like,

do you want to add associates? Do you want to charge more? Go private pay,

add intensives? What's the dream that

you have next? Let's go and build something even more compelling

Yeah. Yeah. And so I put up here Chris's website, themoonraker.ai.

And you should totally go and do

a discovery call with him to see if he's a good fit. Now I also, oh,

let me, I wanted to show you had a, on

your screen here, I was going to share a couple of resources too, but here's the

Yeah. This, this will bring you right to the, the booking page. You

Okay. Yeah. Or you can go there and just, what, click on

this, start amplifying your project all the way down. And

there we go. Well, once it loads up on the book

of free discovery. So yeah, definitely

check it out. Chris does really good work. Now

let me... Let me also show, oh, maybe

you added some, oh, look, I'm on there, awesome. Yeah,

check it all out. He's got a lot of great content. Also, I wanted to

show you, here's that, and I'll put it,

I think I already put it in the chat, but this is just go to, this

is actually on Therasas channel here. So if

you just go to Theracast, this is probably one of the most important videos that

I've ever recorded, is how to build this brand. It was in front of

about 100 people. And I talk a lot about big therapy, and

the venture capital money that's come in. and how that's harder for

practices to grow these days. And so you have to think about building a brand. But

then I pivot a little bit and talk about building a personal brand. And so using

what celebrities are doing these days to grow their personal brand, because there's a lot going

on there in that, in that world, they're taking it very seriously now. Because,

you know, most, what, Hollywood actors age out of Hollywood about

age 30. So they, I Uh,

they have to think about how do they survive past 30 years

in Hollywood. Uh, but it's also really important

for practice owners who want, maybe you want to start consulting, create a

course, uh, do intensives. It's really building that personal

brand. So I think that's going to be really important. So that's, that's over on the Theris

S YouTube channel. If you're interested in like what a course

could look like, this was a course that I created with Deb Leggey, Dr. Deb

Leggey of the private pay practice program. So those interested in growing

a private pay practice, they can, uh, first we have a, uh, a

process where they apply to the program. If they're a good fit, we'll send

them to the checkout page and they can buy it. But this is a hybrid where you

can, it's, it's asynchronous learning, but there's twice a

month phone calls to help you with it. Now, if we were to sell this

just by itself, maybe it would just be 400 bucks all by itself. And

there wouldn't be any, um. coaching

calls during the week, but we upload a lot of videos and

everything to really kind of help you grow private practice. So

this is, you know, this has taken time to build. It doesn't happen overnight. You have

to, this is another brand that you have to build. And then,

oh, there's a lead generator. And then what was the other thing

I wanted, oh yeah, so, and then this is if you're interested in what

a landing page could look like. So this is one of my clients, Seven Oaks Therapy

in Florida. They do EMDR intensives, they just work with women. So

we do EMDR therapy, so we talk a little, give

some education around that, and then we pivot to what the intensives look

like. And so we dive into it's just to educate. So

because a lot of people may not know what intensives and what that all looks like. So

take your time to explain it, create a video. What is an intensive? What

is the three hours look like? How do you bring me through it? Like these are all questions

that they're asking. So this is an intensive page that we've done. So

But yeah, those are just a couple of resources I wanted to share as we

close out. Yeah, Chris, man, what a journey. Any

closing thoughts? I mean, when I say journey, like, this is the sixth

The whole client's journey. You put in so much

work into these slides and for our audiences, so

Yeah, any kind of thoughts? Well, this

whole process of sharing these webinars is one version of

me doing this exact thing that we were talking about on this webinar. This

is not a massive contribution, but it is a bit of a legacy. It's

my take on how to maximize every step of the client journey

for therapists. In my own way, we have

a different business model, but we have the same process for

our clients as well. They need to discover us and they need to consider

us and then get on a call and move forward with us. How can

I continue to amplify our value and continue that

relationship as long as it justifies its costs? The

hope is that that's for a long period of time. I

just wanted to address, there was a question here from Levon. What would you

say is a fair or typical amount to charge for corporate consultation? Can

you recommend the payment structure? So, I can't say in

particular because I think that one is so much related to

a reputation. You could consider this a lot like,

for example, what I'm familiar with is web design, which if

you're doing a website as a one-time gig, it's kind of a consultation. It's

like, we're going to design this for you, so we need to spec out a project. There's

a period of a lot of back and forth communication,

send things for review, get approval, build some more, send it

for review and approval. Some people do it hourly. Some

people do it as a project-based cost, and

that could be for consulting too. Some people would say it's value-based. How

much value does this give to the client? I like that because it's

related to how much you can help somebody else earn. So maybe if

you were going to go to a company and they said, we have data

on the productivity loss due to conflict and sick days and

all this stuff, and we see we lost 50 grand last year

because people hate each other. then you can probably charge $5,000 to

that company if you can guarantee to minimize that by 50%. Now,

does this data exist? I don't know. Oh, I'm sure it does. I'm

sure it does. It probably does. It probably does. I'm sure Katchy Pichino

knows about this data. For sure. For sure.

If I do projects like a web design project, I do it based on the

project base price. So there's a flat rate. This is what

it is for the scope of this project. And what that gives

me the flexibility to do is develop more efficient processes

so I can make more per hour. And if for some reason it takes twice

as long as we thought, and it's not related to the scope completely changing and

more work being added, then I'm the one that deals with it. That's my

fault as the professional. The hourly stuff, I don't like

those awkward conversations where it's like, yeah, that took twice

as long as we thought, and I need to bill you twice as much. I

don't like those conversations. People are very unhappy when that happens. So

I'd rather be the one that works to develop myself as a professional so

that I can be more efficient and more effective and reap

the rewards from that process. So in terms of actually

doing a consultation to a corporation, just like anything else

that I mentioned, if it's a new thing, Keep the price lower. Consider

what you would charge for an hour of therapy. Maybe it's a three-hour consultation.

Charge that. Or maybe half that. Just get in there. Because

there's value to the reputation building and access to the audience.

Because when you're vetted as a professional and introduced in

that way, then you just access a whole lot of new people. So

And my advice would be, if you're just getting started, just, you

don't have to outprice yourself, but you know, beach, get charged,

but also be prepared to ask them to leave

a testimonial if it was helpful. Like, if you're just starting on

this, get testimonials, that's going to be really important for you. And

just get your reps in, and then you'll have more confidence and start, you

could just raise your prices to the moon for some of this stuff, especially if you show

Yeah, and you just brought up an interesting point, Brent. So a lot of the things that we

talked about, especially community groups and things like that, So

this is an opportunity to ethically request a review from somebody.

And this is a bit of a gray area because it's like, I'm

sure we've all been to a listing where we're trying to learn about

the feedback from clients for the specific thing that we want. And then you realize very

quickly, oh, this is all for like a meetup or something. It's

not as good as seeing a whole bunch of reviews from

people that said, oh my God, these therapeutic services were amazing and I healed so

much. But from Google's perspective, reviews

are good and five stars are good and review velocity,

which means getting more reviews more often is good. And so

if you wanted to, I think that that might

be another workaround that you can use to ethically generate reviews

for your Google listing without needing to

just, you know, tiptoe around that ethical

conundrum of actually getting it from clients. My biggest suggestion is

ask people in your professional network, because that does seem,

from the latest updates, to be within Google's terms of service, as

long as it's transparent in the review. We're actually

building out a review gen platform for that specific purpose, like how

to create a drip campaign for your professional network,

no clients, because this is so important. We need this so

much for our clients to help really move the needle on that. But

that could be a thing. You have a group every week and you ask people like, hey, you

know, really helps you. It helps me if you just like throw a few thoughts

Yeah, sure. Well, thank you so much for

joining us on the last part six of six on this webinar

journey together on clicks into clients. And if

you haven't yet go to the Brand Your Practice YouTube channel

here. And you'll see all these conversations that

we've had together with Chris, along with some other training materials.

But you can see Chris has dominated my

YouTube. So thank you so much, Chris. Really

appreciate you joining for these

last six months, really helping us out and bringing your expertise.

Please check out moonraker.ai to connect with Chris. And

we will see you on the next video, next webinar, or next podcast. All