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NOTES FROM THE EDITOR

Beautiful vs. Practical

In the last episode of The Morgan Housel's Podcast, he talks about beautiful vs practical advice.

Morgan is a best-selling author of the book "The Psychology of Money", which I recommend to anyone curious about how people really behave with money. His take on people's relationships with money is often fascinating.

In the last episode he talks about how seductive a beautiful financial advice is and how it can be impractical at the same time.

While listening to it, my brain went straight to marketing.

So many therapists fall for beautiful marketing advice. Advice like:

• Build a personal brand on every platform
• Referrals are dead, "Do this instead!"
• Post every day or risk being forgotten

It all sounds so bold, exciting, modern. But it’s often exhausting, expensive, and unsustainable.

Just like Morgan Housel, I believe that best results come from doing a few simple (boring) things consistently. Of course, you can sprinkle in a little fun, experimenting with AI or making a Reel.

But for the most part, the foundation should be built on simple, proven strategies:

• Having a clear message about your practice and repeating it often.
• Driving traffic to your website with fresh content, optimized online presence, and outreach.
• ​Building a simple funnel that captures your new leads and turns them into clients.
• Offering a stellar client service and experience so people refer others without even being asked.

None of this is glamorous. It won’t go viral. But it will build a business that lasts.

The sooner we accept that good marketing might feel a little boring… the sooner we can stop chasing shiny things and start seeing real results.

That's it for this week. And now to the news!

P.S. What do you think of this list? Have you tried all of these yet?

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NOTEWORTHY

AI Chatbot Trial Delivers

Researchers tested a therapy chatbot with college students, and it actually helped.

It’s not a replacement for human connection, but this is the first study to show real mental health benefits from an AI tool. Worth keeping an eye on as tech continues creeping into the therapy room.

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BUSINESS AND PRIVATE PRACTICE

Mental Health Is the Hot Investment in 2025

Apparently, 2025 is the year investors are focusing on mental health. It’s now the top investment target in behavioral health—above even autism or substance use treatment.

What does that mean for us? More funding, more platforms, and probably more opportunities (and noise) in the private practice world.

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INDUSTRY NEWS

Tele-therapy Market Is Still Booming

New projections say the online therapy market is set to grow a lot between now and 2032.

This is your reminder that the shift is still happening, and it’s not slowing down anytime soon.

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FINAL THOUGHTS

Whenever I feel stuck, I go back to the boring stuff.
It’s not flashy, but it’s steady. And steady builds momentum.

I used to think I needed an Instagram strategy.
I do not need an Instagram strategy.

The sooner we stop chasing shiny things and start leaning into what actually works, the easier everything gets.

If this resonated with you, reply and let me know what your version of “boring marketing” looks like right now. I’d love to hear.

Or share this issue with a therapist friend who’s been feeling burned out by all the “do more” advice. They might need this reminder, too.

See you next week,

Avivit