Therapist Marketing Lessons From Steve Jobs

To discover how Steve Jobs would fill your therapy practice, let's go back in time to October 23, 2001, when Steve Jobs flipped the script on the portable music industry and offered the world "1,000 songs in your pocket."
How would Steve Jobs fill your therapy practice?

Table of Contents

Have you ever heard the story about how Steve Jobs made the first iPod a worldwide success?

At the time, there were countless MP3 players on the market.

No one understood why we needed one more … until they saw Apple’s revolutionary marketing campaign.

Up until then, everyone bragged about how many gigabytes their MP3 players had.

That meant math.

What is a gigabyte anyway?

How much space does a single song take up?

Apple flipped the script.

Instead of abstract digital measurements, iPod’s simply advertised, “1,000 songs in your pocket.”

The original iPod ad as a metaphor for therapist marketing

By changing “gigs” to “songs,” Apple solved a problem.

In terms of technology, everything remained the same. The size of an iPod was still measured in gigabytes. Yet, everything was different.

People no longer had to wonder if their MP3 player would hold all their favorite songs.

1,000 songs is roughly 75 full albums.

With that much music, you would always have a song that matches your mood.

» Long car ride.
» Short run.
» Morning commute.
» Family vacation.

1,000 songs is at least 48 hours of music.

The possibilities were endless.

A lifestyle was born.

This brings us to my next point …


Therapist marketing tip People care more about how you make them feel and less about what you do.


People don’t buy products and services — they buy solutions to problems.

This is just as true for your therapy practice as it is for an iPod.

Most people aren’t coming to you because they want EMDR or CBT or IFS. They don’t quote the DSM-5 on their intakes or consult calls. They are unhappy, unfulfilled, or unloved.

People just want to feel “better” and “happy.”

It should be easy … describe their problem and offer a solution. Instead of jargon, give them a path away from their pain and towards their pleasure.

Yet, so many therapists get it wrong. And, it’s easy to understand why.

How often do people ask, “what do you do?”

For years, my answer was, “I make websites for therapists.”

While that’s true, have YOU ever woken up in the middle of the night thinking, “gee, I need a website?”

Probably not. (but maybe?)

If you’re like most of therapists I help, you want:

  • More clients for less money
  • Less stress
and overwhelm
  • More time to do what you love
  • A thriving practice
  • To stop dealing with insurance
  • To make the world a better place

Marketing and web design are solutions to your problems.

What I “do” is provide a clear path to fill your caseload, pay your bills, grow your practice, and earn $300k+/year.

That’s what you really want, right?

Then reach out today and schedule a free 15-minute clarity call.

We can figure out what solutions your dream client is looking for and come up with a plan to get them into your practice.

But enough about me … back to more practical advice for YOU.


Who is your dream client?

Identifying your dream client’s problems requires a full understanding of what makes them tick.

While demographics are important, they are just a part of the big picture. Here are a few questions to ask yourself as you get started:

  • What are their hobbies, hopes, and dreams?
  • Where do they work – and how much do they earn?
  • Are they happy with their life?
  • What keeps them up at night?
  • What would life look like if their #1 concern suddenly went away?
  • What words and phrases do they use to describe their issues?
  • How do you weave all that into your marketing efforts?

These are just some of the questions you need to answer before doing marketing for therapists, creating a website, doing paid ads, posting on social media, or anything else.

It’s also essential to ask yourself this “simple” question:

How can your dream client’s life be made better by your content – even if they never interact or reach out.

That’s the real magic question.

When you can speak to your dream client in a non-salesy way, you create a deep personal connection.

By providing value and solutions because it’s the right thing to do, you inspire people to know, like, and trust you.

When you craft your website and marketing from this standpoint, you stand out in from all the other therapists hoping for a miracle from their Psychology Today profile.

And, perhaps most importantly, this approach to marketing your practice can actually make the world a better place.

Got Questions?

Ask me anything about this article … or, reach out to see how I can help you get a steady, predictable stream of therapy clients you love with less effort and stress.

Share This Article

About the Author:

Greg Goodman

As a therapist business coach, web designer, copywriter, and marketing expert, Greg has been helping mental health professionals get a steady stream of clients they love since 2006.

In his career, Greg has helped everyone from associates to established solo partners, group practices, and beyond. He even had a 6-year stint as the head of a large mental health clinic in San Francisco where he kept 43 caseloads full.

In addition to his work helping therapists, Greg is a passionate photographic storyteller, traveler, husband, father, and human being dedicated to personal growth and making the world a better place.

Fill your therapy practice with a steady stream of clients you love!

Scale your practice to $300k and beyond using a proven formula that has worked for scores of therapists just like you.

Our toolkit includes an integrative mix of coaching, web design, and marketing services.

When we collaborate, you can expect transparency, integrity, accountability, honesty, compassion, innovation, and open communication at every step.

Latest Resources

Free Download

fill your therapy practice ebook

Free Download

The Ultimate Therapist Website ebook

book a 30-minute clarity call

After filling out the form, you will be taken to my online calendar to schedule your phone consult.

Join the waitlist

The next onboarding session of the Profitable Practice Program will be announced shortly.