Top Therapy Practice Myths

1. "I need to accept every client to succeed."

Many therapists feel they must take on every client who contacts them to build their practice. However, being selective ensures you work within your areas of expertise, leading to better outcomes and avoiding burnout. It's okay—and necessary—to refer clients to other specialists if they're not a good fit.

2. "Marketing feels unprofessional."

Therapists sometimes fear that marketing their practice diminishes their professionalism. The truth? Ethical and genuine marketing simply helps people find the right support. Sharing your expertise online is not only professional but also an essential part of reaching those in need.

3. "I need to have all the answers before starting."

Perfectionism can be paralyzing. Many therapists believe they need a fully formed business plan, brand, and flawless strategy before opening their doors. Starting small and refining as you go is often the best approach. You'll learn as you grow 🙂

4. "Therapists shouldn’t charge high fees."

The misconception that therapy must always be affordable for everyone can lead to undercharging and financial strain. While accessibility is important, you’re running a business, not a charity. Setting fees that reflect your expertise and allow you to thrive professionally is not only fair but necessary.

5. "If I'm a good therapist, the clients will come."

Word of mouth is helpful, but relying on it alone won't grow your practice. Building a steady flow of clients requires visibility, that is, through a website, Ads (Google or FB) and SEO. You need to actively attract clients—being skilled isn’t enough.

6. "I should do everything myself."

Many therapists believe they need to handle everything, from scheduling to billing to marketing. However, this can be overwhelming and detract from your clinical work. Delegating tasks to marketing experts, administrative assistants or using digital tools can help you focus on what you do best—therapy.

7. "Discounts or free sessions is the best way to attract clients."

While being accessible is important, undervaluing your work can backfire. Offering discounts or free sessions might attract clients temporarily, but it can also undermine your perceived value. Instead, focus on showcasing your unique expertise.

8. "I need to offer every service under the sun."

Generalizing your offerings to appeal to everyone can dilute your impact. Specializing in specific niches—whether it's anxiety, couples counseling, or trauma—makes you more attractive to your ideal clients and establishes you as an expert in your field.

9. "It’s impossible to make a good living as a private practice therapist."

This myth stems from the traditional narrative that therapy is a noble but underpaid profession. With the right systems in place—such as setting appropriate fees, offering group sessions, or diversifying income streams—running a thriving and lucrative practice is absolutely achievable.

10. "Taking time off will ruin my practice."

Therapists often feel they can’t step away without jeopardizing their practice. In reality, scheduling regular breaks helps prevent burnout and improves the quality of care you provide. With proper planning and communication, your practice can continue to thrive even when you're away.

Final Thoughts!

Running a private therapy practice comes with its challenges, but falling for these myths can hold you back from achieving your goals. By shifting your mindset, embracing ethical marketing, and prioritizing sustainability, you can build a thriving practice that supports both your clients and your personal and financial well-being.

What myths have you encountered in your journey?

Let us know in the comments below!