Email Copywriting for Counselors

I don’t know about you, but whenever I get emails, the natural thing for me is to delete them.

So much email these days is junk. Right now, probably 90% of the email that I have in my inbox is stuff that’s not useful. It’s a bunch of hard selling and content about which I could care less.

And if I feel that way, I know I’m not the only one.

That said, email is still a very effective tool to market your business.

I think the problem is that a lot of people don’t know how to use email effectively.

If you’re a counselor and looking to bring more people into your practice, you got to build your list just like any other business person or marketer.

Your existing clients are a part of your list, but you also want to reach out to people who haven’t been to your practice yet but could use your services.

What are effective ways for you to market through your email without getting deleted?

One of the most important things for me; in any email marketing and copy that you’re doing is that you want to make sure that you’re serving more than you’re selling.

What does that mean?

That means that you’re giving people valuable tips and tools in a way that they can use right now.

Think less: sales, word salads, and long, drawn-out copy.

Think more: short, punchy, easy-to-digest copy that readers can take and use in their life right away, that provides value to them.

Now, if they don’t come back and sign up for sessions with you, that’s fine.

You can’t do anything about that.

But if you’re delivering value consistently, one of two things will likely happen: either that person will sign up for sessions with you, or they will refer or recommend you to someone else who will sign up for sessions with you.

So let’s put this into practice:

What’s a great email to write to a current or prospective client?

I like this example: 3 tips to make it through the holiday season:

Holidays can be a challenging time for many. Interacting with family you probably don’t see most of the year; some with whom you may have had conflict or difficulties in the past.

There may be some traumatic things that being around family members bring up.

So what are some practical tips to make the holidays a little less stressful?

Positive Aspects — Are you looking forward to something about the holidays? Maybe it’s seeing a family member you like or your favorite Aunt’s pie. One strategy is to list all the things that you like about your family because, in most cases, families aren’t all bad. If some people are triggering, then you shouldn’t interact with them. However, simply focusing on the good can make some of the unavoidable interactions a little more tolerable.

Mediation — if you arent mediating, a great time to start is before the holiday season. Consistent mediative practice is a great way to calm the nervous system, sharpen our minds and clear out negative thoughts. If you have trouble staying in a meditative state, you can listen to mediation music on a streaming service or purchase meditation audio from my online store.

Practice possible interactions with a friend — Role-play is a great way to prepare for those awkward family scenarios that many people don’t look forward to. In this role-playing, you anticipate your Aunt or uncle commenting about your appearance or your dating choices and preferences, and you can come up with effective responses that empower you and allow you to enjoy the holidays instead of dreading them.

If you think you’ll need more support for the holiday season, click the link below for a 15-min discovery call, where we can discuss your situation and map out how I can help.

This example is a simple email to send to a current or prospective client to help them during the holiday season. You may have more (or better) ideas; this is a template to use.

Some people are struggling because they have to go home for the holidays; others are struggling because they haven’t seen their families in over a year.

The common thread is that you are here for them.

It’s kind of like a permissionless service. And as a result, you’re going to get that person’s attention, and that person will likely view you as an authority and, more importantly, someone who cares and understands their problem.

If you can accomplish that, you’ve done well.

Need to spruce up your email marketing? Let’s chat!