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NOTES FROM THE EDITOR

Marketing is a financial decision

Late night is a terrible time to make decisions, especially when it comes to buying.

Most promotional emails are sent at night because people are tired, scrolling, and more likely to make impulsive decisions.

Nowadays, we all suffer from decision fatigue, and if you're already overwhelmed with your clients and practice management, making financial choices can feel even more stressful.

Therapists often make business decisions from this exact mental state. And that’s why marketing often feels like a waste of money.

If you find yourself reacting to this stress by buying expensive ads or investing in trendy promotion tactics, you'll likely not see a return. Worse, you may lose faith in marketing your practice at all, thinking:

"It's just a waste and an expense I don't need now"

Only to find yourself in the same spot in a few months time.

Same caseload numbers.
Same visibility issues.
Same overwhelm.

Why you can't see a return (yet)

When our decisions are reactive, we tend to look for the quickest solution. The one that would alleviate our stress ASAP.

Often, this comes in a form of throwing money at the problem, a.k.a buying ads. And while there's nothing wrong with ads, they're what I call "borrowed visibility". The minute you stop paying for them, you become invisible again.

Your ads are an expense, not a business asset.

The purpose of ads is to amplify what already works, not replace what doesn’t.

Marketing as a business asset

If you want to create a true asset for your practice, you need to think about ownership.

What can you actually own?

• Visibility - not the borrowed kind, but the kind that’s built intentionally and keeps working whether you’re posting or not.
• Trust - credibility reinforced by testimonials, referrals, and the quality of your clinical work.
• Systems - your intake flow, follow-ups, nurture process, and how quickly a potential client becomes an actual client.

These three together are what make marketing a real business asset, something that pays you back and compounds with time.

So where do you start?

To help you, I've put together a special offer to build trust and visibility you'll own. It's designed to consistently attract local clients 24/7.

​Here are the details.​

If you have any questions, just reply and I'll answer them within 24 hours.

And now to the news!

NOTEWORTHY

Wellness Next Stage: Personalization + Purpose

According to McKinsey & Company’s Future of Wellness Trends 2025 survey, the $2 trillion global wellness market is shifting from one-size-fits-all services to daily, personalized routines, driven especially by Millennials and Gen Z.

Why it matters: This means clients will increasingly expect your services to feel bespoke and purpose-driven. Your messaging, offerings, and client journey will need to reflect that shift.

BUSINESS AND PRIVATE PRACTICE

The Best EHR for Mental-Health Therapists 2025

This detailed guide walks therapists through how to evaluate electronic-health-record systems that actually support private-pay practices (rather than simply ticking admin boxes).

Why it matters: Choosing the right EHR isn’t just a tech decision. It impacts your workflow, client experience, margin, and growth potential.

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INDUSTRY NEWS

Mental-Health Industry Trends in 2025

recent episode from The Group Practice Exchange covers how private equity investment, values-based reimbursement and consolidation are reshaping the mental-health space.

Why it matters: Even if you’re solo or small-group, you’re operating in a context being shaped by big players.

FINAL THOUGHTS

Every smart marketing decision starts with one question:

Will this pay me back later?

Choose the things you can own because they compound and offer the best ROI in the long run.

See you next week,

Avivit