From Therapy Session to Homepage: 10 Counseling Skills That Make You a Better Copywriter
Writing copy for your private practice can feel far outside your wheelhouse. On the surface copywriting seems like a completely different realm from therapy. But, there are more than a few similarities if you look close enough. And, I’ll let you in on a secret…your counseling skills will help you write standout copy. If you know how to use them. I’d go so far as to say that with guidance, therapists make great copywriters.
10 Counseling Skills That Make You a Better Copywriter
Empathy
Excellent therapists and copywriters have to be able to connect with people on a profound level. As a clinician, you tune into your client’s emotions, thoughts, and experiences. You help them feel seen and heard – like someone gets them. You understand what they’re going through and what led them to therapy.
Similarly, effective copywriting hinges on understanding the audience’s desires, pain points, and motivations. The writer speaks to those aspects and provides possible solutions. When therapists write empathetically, they can craft messages that resonate deeply with readers.
Active Listening
As a clinician, you’ve honed the art of active listening. You not only hear what clients say but also listen with genuine curiosity and compassion. This skill translates seamlessly into copywriting. Writers can’t assume they know everything there is to know about their target audience. They work to learn about them, what problems they need solved, and more.
Psychotherapists who listen to understand, often learn even more about the human experience. They can weave these insights into compelling copy that connects with the reader.
Storytelling
Many therapists are natural storytellers. They help clients rewrite their narratives to find meaning and heal. Some counselors also use stories to help explain complicated topics.
In copywriting, storytelling is a must. Engaging narratives grab a reader’s attention and encourage action. Using storytelling in your copywriting can:
captivate your audience
breakdown complex concepts
encourage them to reach out for services
normalize their experiences
Use of Language
Language is powerful. Therapists use language to support a client’s insight, healing, and transformation. In sessions, you carefully choose your words to convey understanding and encouragement. Similarly, copywriters leverage language to evoke emotion, spark curiosity, and compel action.
As a therapist, you likely already know what words prompt a client to pause, self-reflect, or challenge a negative thought. When you bring this skill to writing, you get copy that leads readers to stop and think about what they’ve just read . Then consider what step they want to take next.
Building Trust
Establishing trust is central to both therapy and copywriting. For a client to safely open up, face challenges, and work toward change, they must have a degree of trust in their therapist. Clinicians build trust within the safe, nonjudgmental spaces they cultivate. Where clients feel heard, understood, and supported.
The ability to foster trust is also essential in copywriting. Readers notice when copy sounds too salesy, judgemental, or disingenuous. Writing copy that is empathic AND sounds like you, builds trust with readers. It gives them an idea of who you are and who they’d expect to meet with in sessions.
Relatability
Therapists bring a unique blend of professionalism and relatability to their work. You’ve likely honed your sweet spot over the years and moved on from the statue you were in grad school. As a counselor, you now focus on creating a space of mutual respect and collaboration. You meet clients where they are, validating their experiences.
This all translates to copywriting! Great copywriters strive to connect with their audience on a personal level. They speak directly to the reader’s hopes, fears, and aspirations. Being able to balance your professional expertise and connecting with clients is VALUABLE! Especially when it comes to copywriting.
Clients want to know that you know what you’re talking about, but they also want to see that you’re human just like them.
Emotional Intelligence
Your emotional intelligence has probably expanded since grad school. You learn more with every new client you work with. You help people explore their feelings, and foster self-awareness and emotional regulation.
Your deep understanding of emotions is a strength in copywriting. It helps you evaluate your writing for how it may land with clients or even miss the mark. Good copywriting is emotive. If your writing doesn’t tap into any of the reader’s emotions, they’ll likely scroll on.
Problem-Solving
As a clinician, you’re definitely a skilled problem-solver. You help diverse people identify challenges, explore solutions, and implement changes. You approach each client’s unique situation with curiosity, creativity, and resourcefulness. Then support them move toward practical solutions and positive outcomes.
Problem-solving is a HUGE part of copywriting! It’s all about working to understand your audience’s concerns, needs, and issues. Then offering them solutions. Try combining your empathy and problem-solving skills when you write copy. Once you understand your ideal client, write in a way that shows them how therapy can address their needs.
Self-Reflection
Wise therapists know that self-reflection is crucial to their clinical work. You’re dedicated to lifelong learning. You work to continue examining your beliefs, biases, and areas of growth. You attend continuing education, consult with other professionals, AND attend your own therapy.
This commitment to personal and professional growth is also important in copywriting. Self-awareness and authenticity help writers connect to readers. Great copywriters challenge their beliefs and assumptions. They also work to expand and refine their skills.
As a therapist, you’ve got a head start on this. You already embrace self-reflection to make you a better clinician and connect with people on a deeper level.
Creativity
You bring creativity to so many aspects of your work as a therapist. Each therapist is different and draws on their creativity in numerous ways including:
Personalizing treatment plans
Using therapeutic techniques such as art and music therapy
Crafting metaphors and analogies to aid understanding
Facilitating problem-solving through collaborative approaches
Guiding clients in constructing their narratives
Designing personalized homework assignments
Building trust with each unique client
Creativity allows therapists to adapt to clients’ individual needs. It also aids in facilitating meaningful change and growth in sessions.
Access this counseling skill when writing copy for your business. Creativity helps you address unique audiences and try new approaches in your writing or marketing. It makes you stand out in a sea of other providers.
Therapy Meets Copy
You bring a unique perspective to copywriting that can set your business apart. Even if you haven’t seen yourself as a writer, your skills as a therapist can enhance your copy. After all, when done well, both are about empathy, authenticity, and connection.
Next time you write for your business, try letting the therapist part of you take the lead. You may find that your written words heal, inspire, and resonate with your audience just as much as your verbal ones.
Need Guidance When it Comes to Writing Your Copy?
If you’re stuck and need support with your business copy, I’m here to help! Doors open soon for The Write Treatment, the DIY copywriting course for therapists and holistic practitioners.
Or, if you’re swamped running your business and want someone to handle the copy for you, I offer done-for-you website copy, blogs, opt-ins, emails, and SEO audits.
Reach out today to join the waitlist for The Write Treatment or to schedule a free consultation. We’ll make a game plan to get you personality-packed copy that connects to your ideal clients.