Copywriting for therapists is a very specific form of copywriting. While all copywriting shares similar traits, mental health copywriters follow a different path at times than copywriters in other niches. There are lots of things that make a copywriter great – one of them is empathy. Who has better empathy than a therapist?
As a former therapist and an extreme empath, I know I have more empathy than most. I use my natural empathy, my background in therapy, and my knowledge of copywriting to write the best copy for therapists that I can.
I’m a great example of a therapist who became a copywriter and now writes for other therapists. My clients appreciate that I have a background in therapy. It helps them feel understood. I understand their jargon, I know what their days are like, and I know what it’s like to provide therapy to people struggling with mental health challenges. So if you’re a therapist or mental health professional of any kind, it behooves you greatly to hire a copywriter with a background in mental health.
What Is Mental Health Copywriting?
Let’s first break down what copywriting, mental health copywriting, and copywriting for therapists are.
Copywriting
Copywriting is writing that gets people to do something. There is always a call to action (CTA) in a piece of copy. That could be getting someone to buy something to signing up for an email list to booking a call with you for your services.
There are many forms of copywriting. Some types of copy are:
- Websites
- Blogs
- Emails
- Newsletters
- Ebooks
- Sales pages
- Landing pages
- Social media posts
- Social media ads
This is not an exhaustive list, but it gives you an idea of the types of things copywriters do.
Copywriters also use Search Engine Optimization (SEO) to rank their clients higher in a Google search. We use things like keywords and longtail keywords, which are the words people are typing into Google, to help make you more visible. There are lots of little backend tips and tricks that we copywriters know, but it’s important to understand that there’s a lot more that goes into writing a piece of copy than just putting words on a page.
Mental Health Copywriting
Mental health copywriting is literally copywriting that is specific to the field of mental health. CTAs will be things like signing up for email lists, workshops, courses, or calls to book services.
Mental health copywriting doesn’t just have to be for therapists in private practice. It can be for companies that sell products related to mental health like sensory objects or weighted blankets or essential oils.
I also write for larger clinics where I work with the marketing team, not the therapists directly. I prefer to have a combination of types of clients, but most of my clients tend to be in private practice. Often they don’t have the time or SEO knowledge to write the type of copy they need.
Copywriting For Therapists
Copywriting for therapists is even more specific than simply saying “mental health copywriting.” When writing copy for therapists it’s important not to feel “salesy” but still get the reader to act. You are, after all, selling your services through the different types of copy.
Some examples of copy that I write specifically for therapists are:
- Websites
- Blogs
- Emails
- Newsletters
- Psychology Today profiles
- Ebook freebies
A copywriter for therapists works with the therapist to craft the message and the voice. I always have a 1:1 conversation with the therapist I’m writing for. I call it a content strategy meeting. They are crucial when learning the therapist’s voice.
What Does a Copywriter For Therapists Do?
As I mentioned, there’s a lot of different forms of copy out there. Therapists need to market themselves, the same as every company and brand out there, but it might look a little different. Psychology Today profiles are a great place to start. Their sole purpose is to market your service to potential clients. Psychology Today profiles are difficult to write because you get about 200 words to convince someone you’re the right therapist for them.
Websites and blogs are also important marketing tools, particularly SEO-optimized websites and blogs. If you’re a trauma therapist in Philadelphia who does EMDR, you want to make sure those keywords are on your website and in your blogs.
A copywriter for therapists works directly with the therapist to write the copy that the therapist needs. My process starts with the content strategy meeting and always includes 1-2 rounds of edits, depending on the project. That way you get a say in your copy and get to make sure I captured your voice.
How Is Copywriting For Therapists Different Than Other Forms of Copywriting?
Therapists want to sound less “salesy” than people selling other services or products, so copywriting for therapists is different in tone and approach. For me, it’s about finding the balance between selling the services and being informative and providing potential clients with resources.
Therapists also can establish themselves as thought leaders in the field through their websites and blogs. It’s not just potential clients that might read your blogs. Other mental health professionals may be reading what you have to say. Your copy is a great way to communicate your thoughts and ideas about the world of therapy and mental health.
Establishing yourself as a thought leader is also a great way to get potential clients to want to work with you. If they see you as an expert in the field, they’ll be more likely to sign up for your services.
Why Should You Hire a Former Therapist-Turned Copywriter?
As a former therapist, I know the world of mental health very well. I understand the jargon and am able to translate it into user-friendly language.
I’ve been in your shoes and know what your days are like. I understand the struggles that you and your clients face. I’ve seen and worked with people with trauma, depression, anxiety, mood disorders, psychotic disorders, autism, suicidal ideation, self-harm behaviors, substance use disorders, personality disorders, and more. So I know what you’re dealing with when you work with people with these types of mental health challenges.
I don’t want to see you burn out because you’re trying to do too much – I’ve been there. I have a passion for mental health and an understanding of what goes into working with people dealing with mental health challenges. I can help you craft your message, whether it’s a blog or an email or your website, that speaks directly to their pain points
If you’re ready to outsource your copywriting to a mental health copywriter, I encourage you to find a former therapist who is now a copywriter. I understand your world and speak your language. Contact me to set up a call to discuss how we could work together and whether we’d be a good fit.