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NOTES FROM THE EDITOR

Looking Back

At the end of each year, like many of you, I take stock of the last 12 months. Specifically, I "like" to look at my failures and some of my successes.
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I do that so I can create a strategy and a plan to move forward. Understanding what worked and what failed helps me shed the weight of unnecessary activity and investments. Today, I'd like to encourage you to do the same. But first, let me start by sharing my own reflections.
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Here's where I failed in 2024:

• Automating all of my marketing and sales with one CRM system. I was excited. I was motivated. But it just didn't work for me and my business. So after spending a couple of months of investing time and money into trying to make it work, I moved on.
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• Creating new coaching programs. Throughout the years, I've developed one "flagship" coaching program that's been proven to work for my clients. So I thought that adding a couple of more tiers will allow me to cater towards different needs and offer more choices for my clients. Well, all it did was confuse my prospects so I decided to stick with what worked best.
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• My WhatsApp Chanel. I loved the idea of Telegram channels. They work really well for some people to engage with their communities, share content, and deliver group coaching. But Telegram has some security issues that made me feel uneasy. So when I learned that WhatsApp released the channels functionality as well, I got excited. Unfortunately, there was virtually no interest in signing up for it so I gave it up. I still hope to resurrect it at some point.

Now for what's worked for me in 2024. These are the things that I'll keep working on and improving in 2025, and would recommend to you in a heartbeat as well.

• Building my brand on LinkedIn. In 2022 and 2023 my social media platform of choice was Instagram. Despite the hours spent there, my growth was incredibly slow. It also made me feel anxious every time I logged in. So I turned to LinkedIn where the content felt more professional and less emotionally charged.
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  Being on LinkedIn was a completely different experience for me. I could focus in writing, connecting with potential clients directly and actually talking about the things I'm good at.
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  I'm not a LinkedIn influencer by any means, but I was able to grow my following, and build my reputation in the Mental Health business space. Definitely a win for this year.
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• Running Facebook Ads to promote my free Marketing for Therapists Guide. It was the first year for me investing in Meta ads and I will definitely continue using this strategy in 2025.
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  These ads allowed me to reach a much wider audience and grow my email list. They worked because I offered a valuable resource which I carefully developed and improved throughout the year. If the quality of my guide was poor, I doubt that it would have been worth my investment.
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• Writing this newsletter. First, thank you for reading it every week. On average, it takes about 5 hours of research and writing to put it together every week. But it's definitely worth it.
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  Why? Because this newsletter allows me to keep the conversation going with you, strengthen my brand, and promote my services. Hint: Newsletters work!
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• Releasing a digital course. At the beginning of 2024, I produced and released my digital course, Private Pay Pathway. It was a live launch and it was as exciting as it was draining.
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  I learned a LOT from this experience and I will definitely re-release this course in 2025, so stay tuned!
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• Putting together online workshops. This year, I put together multiple workshops, free and paid. Some have been a collaborative experience and some have been on my own.
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  I learned that I love to engage with people in a live workshop and answer questions in real time. This year, I will be releasing new workshops as part of a new membership community. Keep an eye for the announcement in January 2025!

As you can see, 2024 was a mixed bag. The failures stung while the successes didn't feel like big accomplishments. Despite that, looking back I see a significant progress from a year ago.
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How about you? Which aspect of your practice felt right for you and what would you like to leave behind in 2024?

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FINAL THOUGHTS

As your marketing coach, I'd like to encourage you to use this week for reflection. Putting together a strong strategy for the future requires some assessment of your goals and resource allocation.

To help you with that, I recommend starting by asking yourself these questions:

• How do most of my clients find me right now?
• What's not working for my marketing and why?
• What's the ideal caseload for me?
• How many new clients do I need to attract?
• Can I do it on my own using my current resources?

See you in the next year!

Avivit

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