Interpersonal
branding
Evidence-based marketing for therapists
who want success without selling out.
Interpersonal
branding
Evidence-based marketing for therapists
who want success without selling out.
You need A marketing strategy that can take you from confused to confident without the cringe.
And you need a brand that is both uniquely YOU and useful to those you want to serve:
An Interpersonal Brand.
You need A marketing strategy that can take you from confused to confident without the cringe.
And you need a brand that is both uniquely YOU and useful to those you want to serve:
An Interpersonal Brand.
Need a keynote or
in-house training?
Click here!
My Interpersonal Branding for Therapists program will get you clarity
about who you are, who you serve, and how you do what you do, so you can confidently talk about all those parts of your professional identity in public
—because that’s what marketing is really all about.
Hi! I’m Carrie Wiita.
I’m here to help you with your marketing. And by that I mean I’m here to help you figure out:
who you are as a professional, and
how to talk about yourself in public.
Everything else that you might think adds up to “marketing” requires that you get clear on those two things first.
Now, there are a lot of “therapist marketing coaches” out there who are quick to promise you that a “thriving private practice” is as easy as “niching down to your Ideal Client.” What you might not know is that most of them are selling you what they learned for free on Amy Porterfield’s podcast (or Pat Flynn’s or Jenna Kutcher’s or Russell Brunson’s or James Wedmore’s).
Not me. I don’t peddle trickle-down marketing intended for side hustles, affiliate marketing, and white-label drop-shipping schemes.
I’ve spent years studying what works in psychotherapy and what works in services marketing to develop Interpersonal Branding, the first marketing and professional identity development framework for therapists and other service-providers.
Hi! I’m Carrie Wiita.
I’m here to help you with your marketing. And by that I mean I’m here to help you figure out:
who you are as a professional, and
how to talk about yourself in public.
Everything else that you might think adds up to “marketing” requires that you get clear on those two things first.
Now, there are a lot of “therapist marketing coaches” out there who are quick to promise you that a “thriving private practice” is as easy as “niching down to your Ideal Client.” What you might not know is that most of them are selling you what they learned for free on Amy Porterfield’s podcast (or Pat Flynn’s or Jenna Kutcher’s or Russell Brunson’s or James Wedmore’s).
Not me. I don’t peddle trickle-down marketing intended for side hustles, affiliate marketing, and white-label drop-shipping schemes.
I’ve spent years studying what works in psychotherapy and what works in services marketing to develop Interpersonal Branding, the first marketing and professional identity development framework for therapists and other service-providers.
My Interpersonal Branding for Therapists program will get you clarity about who you are, who you serve, and how you do what you do, so you can confidently talk about all those parts of your professional identity in public, because that’s what marketing is really all about.
The Framework
-
AWARENESS
Interpersonal Branding starts with you. No marketing strategy or tool will work until you figure out who you are personally, professionally, publicly, and interpersonally. Every exchange is an act of service, so if you're trying to sell something, the question you need to be asking yourself is, "how am I of service to others?"
-
DISCOVERY
No niche? No problem!
Interpersonal Branding goes beyond “your ideal client” or “niche,” because it is rare for any service provider to sustainably hyper-focus on a very narrow market segment. Instead, we consider your audience segments—all the people you serve in different ways. We use service-dominant logic to understand our place in the world and our relationship with those we serve, eliminating imposter syndrome and “the hard sell.”
-
COMMITMENT
At the heart of Interpersonal Branding is your Commitment—your promise to your audiences about what they can reliably expect from you and who they can reliably expect you to be. This is the North Star that will guide all of your marketing activities as you develop your Service Presentation (the sum total of your brand architecture).
-
INFRASTRUCTURE
It doesn’t matter how effective a marketing tactic can theoretically be—if it’s not a good fit for you, you won’t do it. Fortunately, there are no marketing activities you HAVE to do (I’ll make a vehement case for a website, but even that is negotiable). You need a personalized marketing strategy that is as unique as you are.
-
EVALUATION
Because Interpersonal Branding is a dynamic and iterative framework designed to constantly incorporate feedback, evaluating audience response to your marketing activities is critical. Without this responsiveness, you’re just putting out content that pleases you, regardless of how useful it is for your audiences—and that’s not good service.
-
REFLECTION
If you feel icky doing this work, something has gone terribly wrong—and it’s not always your mindset! A critical signal to listen for is your own reaction to your Interpersonal Branding. Sometimes responses like procrastination and avoidance steer us away from something that isn’t authentic or resonant—this is more feedback that needs to be incorporated into the Interpersonal Branding system.
-
SYNTHESIS
We are all constantly working on the project of the Self, a lifelong journey of identity-crafting. A fundamental component of your Self is your professional identity. It is a part of how you understand you, and how others understand you. Marketing activities are symbolic contributions to this project—it’s so much more than just a blog post or a website or a tagline! Interpersonal Branding gives you the chance to forge a professional identity that is meaningful and authentic to you AND useful to your clients, so your business success and personal sense of fulfillment are aligned.
The Framework
-
AWARENESS
Interpersonal Branding starts with you. No marketing strategy or tool will work until you figure out who you are personally, professionally, publicly, and interpersonally. Every exchange is an act of service, so if you're trying to sell something, the question you need to be asking yourself is, "how am I of service to others?"
-
DISCOVERY
No niche? No problem!
Interpersonal Branding goes beyond “your ideal client” or “niche,” because it is rare for any service provider to sustainably hyper-focus on a very narrow market segment. Instead, we consider your audience segments—all the people you serve in different ways. We use service-dominant logic to understand our place in the world and our relationship with those we serve, eliminating imposter syndrome and “the hard sell.”
-
COMMITMENT
At the heart of Interpersonal Branding is your Commitment—your promise to your audiences about what they can reliably expect from you and who they can reliably expect you to be. This is the North Star that will guide all of your marketing activities as you develop your Service Presentation (the sum total of your brand architecture).
-
INFRASTRUCTURE
It doesn’t matter how effective a marketing tactic can theoretically be—if it’s not a good fit for you, you won’t do it. Fortunately, there are no marketing activities you HAVE to do (I’ll make a vehement case for a website, but even that is negotiable). You need a personalized marketing strategy that is as unique as you are.
-
EVALUATION
Because Interpersonal Branding is a dynamic and iterative framework designed to constantly incorporate feedback, evaluating audience response to your marketing activities is critical. Without this responsiveness, you’re just putting out content that pleases you, regardless of how useful it is for your audiences—and that’s not good service.
-
REFLECTION
If you feel icky doing this work, something has gone terribly wrong—and it’s not always your mindset! A critical signal to listen for is your own reaction to your Interpersonal Branding. Sometimes responses like procrastination and avoidance steer us away from something that isn’t authentic or resonant—this is more feedback that needs to be incorporated into the Interpersonal Branding system.
-
SYNTHESIS
We are all constantly working on the project of the Self, a lifelong journey of identity-crafting. A fundamental component of your Self is your professional identity. It is a part of how you understand you, and how others understand you. Marketing activities are symbolic contributions to this project—it’s so much more than just a blog post or a website or a tagline! Interpersonal Branding gives you the chance to forge a professional identity that is meaningful and authentic to you AND useful to your clients, so your business success and personal sense of fulfillment are aligned.
The Program
The Interpersonal Branding for Therapists Online Course
The backbone of the program is a self-paced, self-study course that teaches you the Interpersonal Branding framework and how to integrate it into your work.
-
39 video lectures (12 hours) over 8 modules
Activities, workbooks and worksheets, and external resources to support your learning in each module
1:1 Support
All students have the opportunity to meet with me up to 4 times throughout the course: a 2-hour Intake Session, the Commitment Work Session, the Infrastructure Strategy Session, and the Synthesis Session.
-
The Intake Session
We’ll kick things off with a 2-hour call so I can get to know you, your business, and your relationship with marketing on a deeper level. You’ll receive a personalized Interpersonal Branding for Therapists Blueprint to guide your journey through the program.The Commitment Work Session
Your Commitment is the core of your Interpersonal Brand. After you finish the Commitment module, I’ll review your work, offer feedback, and help you set next steps.The Infrastructure Strategy Session
Your “Infrastructure” is what everyone thinks of when they think of “marketing”—it’s everything you do to put your public professional identity out into the world, and you’ll need a strategy to do it! Together, we’ll collaborate on your customized marketing strategy.The Synthesis Session
Interpersonal Branding isn’t just about marketing—it’s about becoming the professional (and the person) you want to be. When you’ve completed the online course, we’ll meet to review your experience and chart a course for your future career goals.You will also have the opportunity to book additional as-needed 1:1 sessions with me whenever you need it.
Already know you want ongoing 1:1 support? If you’re looking for something like “marketing therapy,” the Mentorship package is for you!
-
In addition to the four sessions described above, this package includes up to 12 additional 1:1 sessions with me at a 20% discount. You can schedule them every week like “marketing therapy” if you want, or space them out over time—totally up to you.
Weekly Group Calls
You’ll have questions. Other students will have questions that didn’t occur to you. And things will continue to change rapidly in the marketing and psychotherapy business landscape. We’ll address all of that together.
-
2-hour Zoom calls hosted by Carrie (almost) every week
Each call will begin with a 20-30 minute lecture by Carrie or a guest expert on a timely topic that supports your marketing and professional development
All calls will be recorded and made available in the online Portal so you never miss a thing
Exclusive Student Community
Because, yes, Facebook is a dumpster fire, but sometimes you really need a good crowdsource.
-
A private Facebook group for students currently enrolled in Interpersonal Branding for Therapists
Submit questions, files, videos, marketing pieces and other materials for group critique
Participate in occasional livestreams, Q&A’s, challenges, and other events
The Program
The Interpersonal Branding for Therapists Online Course
The backbone of the program is a self-paced, self-study course that teaches you the Interpersonal Branding framework and how to integrate it into your work.
-
39 video lectures (12 hours) over 8 modules
Activities, workbooks and worksheets, and external resources to support your learning in each module
1:1 Support
All students have the opportunity to meet with me up to 4 times throughout the course: a 2-hour Intake Session, the Commitment Work Session, the Infrastructure Strategy Session, and the Synthesis Session.
-
The Intake Session
We’ll kick things off with a 2-hour call so I can get to know you, your business, and your relationship with marketing on a deeper level. You’ll receive a personalized Interpersonal Branding for Therapists Blueprint to guide your journey through the program.The Commitment Work Session
Your Commitment is the core of your Interpersonal Brand. After you finish the Commitment module, I’ll review your work, offer feedback, and help you set next steps.The Infrastructure Strategy Session
Your “Infrastructure” is what everyone thinks of when they think of “marketing”—it’s everything you do to put your public professional identity out into the world, and you’ll need a strategy to do it! Together, we’ll collaborate on your customized marketing strategy.The Synthesis Session
Interpersonal Branding isn’t just about marketing—it’s about becoming the professional (and the person) you want to be. When you’ve completed the online course, we’ll meet to review your experience and chart a course for your future career goals.You will also have the opportunity to book additional as-needed 1:1 sessions with me whenever you need it.
Already know you want ongoing 1:1 support? If you’re looking for something like “marketing therapy,” the Mentorship package is for you!
-
In addition to the four sessions described above, this package includes up to 12 additional 1:1 sessions with me at a 20% discount. You can schedule them every week like “marketing therapy” if you want, or space them out over time—totally up to you.
Weekly Group Calls
You’ll have questions. Other students will have questions that didn’t occur to you. And things will continue to change rapidly in the marketing and psychotherapy business landscape. We’ll address all of that together.
-
2-hour Zoom calls hosted by Carrie (almost) every week
Each call will begin with a 20-30 minute lecture by Carrie or a guest expert on a timely topic that supports your marketing and professional development
All calls will be recorded and made available in the online Portal so you never miss a thing
Exclusive Student Community
Because, yes, Facebook is a dumpster fire, but sometimes you really need a good crowdsource.
-
A private Facebook group only for students currently enrolled in Interpersonal Branding for Therapists
Submit questions, files, videos, marketing pieces and other materials for group critique
Participate in occasional livestreams, Q&A’s, challenges, and other events
The Program
The Interpersonal Branding for Therapists Online Course
The backbone of the program is a self-paced, self-study course that teaches you the Interpersonal Branding framework and how to integrate it into your work.
39 video lectures (12 hours) over 8 modules
Activities, workbooks and worksheets, and external resources to support your learning in each module
1:1 Support
All students have the opportunity to meet with me up to 4 times throughout the course:
The Intake Session
We’ll kick things off with a 2-hour call so I can get to know you, your business, and your relationship with marketing on a deeper level. You’ll receive a personalized Interpersonal Branding for Therapists Blueprint to guide your journey through the program.The Commitment Work Session
Your Commitment is the core of your Interpersonal Brand. After you finish the Commitment module, I’ll review your work, offer feedback, and help you set next steps.The Infrastructure Strategy Session
Your “Infrastructure” is what everyone thinks of when they think of “marketing”—it’s everything you do to put your public professional identity out into the world, and you’ll need a strategy to do it! Together, we’ll collaborate on your customized marketing strategy.The Synthesis Session
Interpersonal Branding isn’t just about marketing—it’s about becoming the professional (and the person) you want to be. When you’ve completed the online course, we’ll meet to review your experience and chart a course for your future career goals.You will also have the opportunity to book additional as-needed 1:1 sessions with me whenever you need it.
Already know you want ongoing 1:1 support? The Mentorship package is for you!
In addition to the four sessions described above, this package includes up to 12 additional 1:1 sessions with me at a 20% discount. You can schedule them every week like “marketing therapy” if you want, or space them out over time—totally up to you.
Weekly Group Calls
You’ll have questions. Other students will have questions that didn’t occur to you. And things will continue to change rapidly in the marketing and psychotherapy business landscape. We’ll address all of that together.
2-hour Zoom calls hosted by Carrie (almost) every week
Each call will begin with a 20-30 minute lecture by Carrie or a guest expert on a timely topic that supports your marketing and professional development
All calls will be recorded and made available in the online Portal so you never miss a thing
Exclusive Student Community
Because Facebook is a dumpster fire, but sometimes you really need a good crowdsource.
Access is provided through the online Portal (it’s not a Facebook group! 🎉) and only for students currently enrolled in Interpersonal Branding for Therapists
Submit questions, files, videos, marketing pieces and other materials for group critique
Participate in occasional livestreams, Q&A’s, challenges, and other events
Have some questions?
Let’s work together to
to craft your Interpersonal Brand!
Essentials
Self-paced online course
39 video lectures (12 hours), activities, workbooks and worksheets, and external resources5 hours of 1:1 support
Four milestone meetings and the opportunity to add as-needed sessionsWeekly group calls
2-hour live meetings via Zoom featuring Q&A and presentations on special topics (recordings available)Student community
Your watering hole for crowdsourced feedback and engagement opportunities
$3,200
Estimate based on 24 payments at 19.99% APR with Klarna, your financing offer may vary.
Pay as little as
$162.85/mo.
Mentorship
Self-paced online course
39 video lectures (12 hours), activities, workbooks and worksheets, and external resources17 hours of 1:1 support
Four milestone meetings, and 12 additional sessions at a 20% discountWeekly group calls
2-hour live meetings via Zoom featuring Q&A and presentations on special topics (recordings available)Student community
Your watering hole for crowdsourced feedback and engagement opportunities
$260.56/mo.
Estimate based on 24 payments at 19.99% APR with Klarna, your financing offer may vary.
$5,120
Pay as little as
How does it work?
You enroll!
Pay in full or use Klarna/Afterpay to pay over time.
Book your Intake Session.
Before you jump into the course, the group calls, or the community, we’ll have our first 1:1 meeting. Unlike other programs where you get pawned off on assistants, you’ll work directly with me. Make sure you block off 2 hours!
Afterwards, I’ll send you a report that includes my feedback and your Blueprint, a personalized guide through the course.
If you feel like we’re not a good fit and you’re not excited about the program, you can drop out of the program and receive a refund of your purchase price (less $200 to cover the Intake Session).
You’re on your way!
I designed the program to fit the wildly varying schedules of therapists. A focused pace should get you through in about three months. If you really want to fly, I think you could get through in a matter of weeks! But since life always happens, you have a full year of program access, starting from when you begin the course.
You’ll start with you - who are you personally, professionally, publicly, and interpersonally?
Then you’ll start thinking about the audience you wish to serve (which is so much bigger than “your ideal client” and you’ll learn why I don’t teach that rhetoric).
Once you’ve got both sides of the interpersonal equation, you’ll work on crafting your Commitment - the core of your Interpersonal Brand that will guide all of your marketing work.
You’ll start putting your Interpersonal Brand out into the world with the customized marketing strategy we’ll collaboratively design, then you’ll learn how to gather external and internal feedback to keep your strategy dynamic and responsive.
The goal is that, by the end of this program, you will have changed. My hope for you is that you will be a more confident clinician who wears your public professional identity as a badge of honor.
The program is structured deliberately, so lessons unlock as you proceed through them. The Commitment Work Session, Infrastructure Strategy Session, and Synthesis Session are all tied to specific modules, so you’ll self-schedule those as you complete the associated module.
Every week, no matter where you are in the course, you’re welcome to jump into the Group Call for extra support, clarification on what’s stumping you, and timely discussions of current marketing issues.
And the Student Community is always available for crowdsourced feedback and other opportunities for engagement!
Let’s work together
to craft your
Interpersonal Brand!
Essentials
Self-paced online course
39 video lectures (12 hours), activities, workbooks and worksheets, and external resources5 hours of 1:1 support
Four milestone meetings and the opportunity to add as-needed sessionsWeekly group calls
2-hour live meetings via Zoom featuring Q&A and presentations on special topics (recordings available)Student community
Your watering hole for crowdsourced feedback and engagement opportunities
Pay as little as
$162.85/mo.
Estimate based on 24 payments at 19.99% APR with Klarna, your financing offer may vary.
$3,200
Mentorship
Self-paced online course
39 video lectures (12 hours), activities, workbooks and worksheets, and external resources17 hours of 1:1 support
Four milestone meetings and 12 additional sessionsWeekly group calls
2-hour live meetings via Zoom featuring Q&A and presentations on special topics (recordings available)Student community
Your watering hole for crowdsourced feedback and engagement opportunities
Pay as little as
$260.56/mo.
Estimate based on 24 payments at 19.99% APR with Klarna, your financing offer may vary.
$5,120
How does it work?
You enroll!
Pay in full or use Klarna/Afterpay to pay over time.
Book your Intake Session.
Before you jump into the course, the group calls, or the community, we’ll have our first 1:1 meeting. Unlike other programs where you get pawned off on assistants, you’ll work directly with me. Make sure you block off 2 hours!
Afterwards, I’ll send you a report that includes my feedback and your Blueprint, a personalized guide through the course.
If you feel like we’re not a good fit and you’re not excited about the program, you can drop out of the program and receive a refund of your purchase price (less $200 to cover the Intake Session).
You’re on your way!
I designed the program to fit the wildly varying schedules of therapists. A focused pace should get you through in about three months. If you really want to fly, I think you could get through in a matter of weeks! But since life always happens, you have a full year of program access, starting from when you begin the course.
You’ll start with you - who are you personally, professionally, publicly, and interpersonally?
Then you’ll start thinking about the audience you wish to serve (which is so much bigger than “your ideal client” and you’ll learn why I don’t teach that rhetoric).
Once you’ve got both sides of the interpersonal equation, you’ll work on crafting your Commitment - the core of your Interpersonal Brand that will guide all of your marketing work.
You’ll start putting your Interpersonal Brand out into the world with the customized marketing strategy we’ll collaboratively design, then you’ll learn how to gather external and internal feedback to keep your strategy dynamic and responsive.
The goal is that, by the end of this program, you will have changed. My hope for you is that you will be a more confident clinician who wears their public professional identity as a badge of honor.
The program is structured deliberately, so lessons unlock as you proceed through them. The Commitment Work Session, Infrastructure Strategy Session, and Synthesis Session are all tied to specific modules, so you’ll self-schedule those as you complete the associated module.
Every week, no matter where you are in the course, you’re welcome to jump into the Group Call for extra support, clarification on what’s stumping you, and timely discussions of current marketing issues.
And the Student Community is always available for crowdsourced feedback and other opportunities for engagement!
What are people saying about Interpersonal Branding?
Danni B.
Isabelle Futsi
I'm in Carrie's Interpersonal Branding for Therapists program, and I LOVE it! She's so thorough and rigorous in her deep deep understanding of therapist marketing -- she has done the research and it shows. I swear, she probably has over 100 citations in her program slides.
The most significant thing I learned from her program is that having effective marketing is NOT just to make yourself more money, it's actually a crucial component of good client care. Her whole program is rooted in the therapy outcomes research, so you'll spend a lot of time learning why & how to market yourself -- specifically, to be a more effective therapist. Yep, pretty cool, right?
I know there's a lot of other therapist marketing coaches out there, and most of them offer the same, repackaged branding advice: Start by niching down to your Ideal Client. Then, write in the second person to speak directly to your ideal client's pain points, positioning yourself as the person who gets it (that kind of writing that I think maybe works for neurotypical people but honestly makes me gag). Some of them will even sell you pre-made website templates. What this does, in my opinion, is create a whole new sea of therapists who look & sound identical -- and the process feels, to me, like it's all about "selling."
That's not Carrie. She doesn't give you that same formulaic marketing advice. You start by doing a deep dive to better understand yourself as a therapist, how your clients experience you, and get clear on what people can expect from you. Her whole process made me feel less like I'm learning how to "sell" to a client, and more that I'm deeply understanding and conveying myself as a therapist. That is what will draw in the right fit clients.
Ok, but do I think this program is for everyone? No. It definitely requires that you put in the time, do the lessons, and then use your own brain to figure out how to apply Carrie's framework to your own marketing. So, this is more a "teach-a-man-to-fish" kind of program, rather than a program that delivers the fish straight onto your plate.
But, if you're willing to do the work, I think it's absolutely brilliant. I wish all therapists were trained in the understanding of marketing that Carrie has.
Isabelle is a clinician and group practice owner.
I initially had the pleasure of working with Carrie one-on-one, and she helped me find an authentic voice and copy style without fear. Carrie is truly a master at her craft, but she’s also incredibly personable and creates a safe, grounded container almost immediately.
I intentionally chose Carrie to be the first speaker in our group practice’s guest speaker series because I knew her energy would set the tone for the rest of the year. Spoiler alert: she delivered, and then some. She left such a dynamic imprint that we asked her to return. Our team adored her within the first 5 minutes of our Zoom session because she hones in on safety, authenticity, and what actually works.
Marketing is a deeply vulnerable area, so it’s important to work with a professional who never forgets that heart and authenticity are at the core of any fruitful relationship or communication. Carrie’s values and presence are nearly impossible to find these days, and if you decide to work with her, you won’t regret it.
Curt Widhalm
Curt is a clinician, podcast host, group practice owner, and ethics committee member.
Working with Carrie has had an immediate impact on my team. Previous employee onboarding has sometimes taken months for clinicians to find their voice in being able to convey themselves to the public, perfect their directory profiles, and really voice their passions. Since working with Carrie, our new team members are making these major steps in just a couple of weeks....AND it has built a much stronger connection between our team members as internal referrals have also increased exponentially. I cannot recommend Carrie's program enough!
Laura S.
Wei Chen
My biggest marketing challenge was to attract the right clients but not too specific to alienate those who don’t identify with all my “niche” areas. I had been taught the idea of niche-ing, but was struggling with how to integrate that with me as a whole human with wide interests, trainings, areas of expertise and focus, and sensibilities. It was confusing and frustrating.
After joining Interpersonal Branding for Therapists, it was comforting to learn that I might be able to start integrating more of my actual personality into my marketing and stop feeling so flattened. It was so affirming to have someone with lots of super-specific knowledge about therapist marketing that I trusted tell me that the old, stiff ideas of who a therapist needed to be didn't have to limit me - that I could embrace my own authentic self (a thing that I always encourage my clients to do).
The lectures have helped me expand my sense of marketing in multiple ways, including both general education about service offers and how marketing works, but also how to be both a human and a product (a product which is very human), and consider the human connection piece. There was a lecture about the variety of meanings made by clients going into therapy that I found super helpful when trying to connect with prospective clients.
Interpersonal Branding for Therapists is different from other marketing training because it focuses on personal depth beyond niche. All of the trainings that I've gone through before heavily focus on niche, but that ends up feeling limiting and even confusing for people like me who don't feel like they fit neatly within a box (and even want the opportunity to work with a variety of types of people, but especially those with a compatible personality fit). The IBT approach goes beyond specialization and into that interpersonal compatibility.
This program is probably not a good fit for those with rigid adherence to “blank-slate” traditional view that therapists should avoid being fully fleshed out people in the therapeutic setting. But for those who bring more of their own personality into their client dynamics and are trying to figure out how to find right-fit clients, I highly recommend what the program has to offer!
Before joining Interpersonal Branding for Therapists, I couldn’t figure out how to talk about what I do in a way that truly stood out from the crowd. I know my values and the work I want to do, but expressing that in a way that feels both authentic and unique is another matter entirely. We all know good marketing when we see it – it catches our attention, feels genuine, and draws us in. But when it came to marketing and branding myself, I didn’t know where to start. Entering this field as part of a career transition only heightened the motivation to get it right from the start. And, as therapists, we work so hard to help our clients feel seen, yet it’s surprisingly easy to feel invisible ourselves.
After my Intake Session with Carrie, I had a clearer roadmap, and that made all the difference. Marketing and branding take time and effort, and there’s no single “right” point to begin. Our conversation helped me start to see where I am now and identify areas I can explore further. In a profession built on humility, it can feel uncomfortable to “sell” ourselves. The intake session helped me feel more at ease with that process, encouraging me to dig deeper into what matters most to me and to align self-promotion with my core values.
One thing that really stood out about the course, and quite unexpectedly, was gaining a deeper insight into the marketing machine. With all the technological advancements and algorithms I do not fully grasp, the lectures’ coverage of the technical side of marketing platforms was both helpful and fascinating. As a naturally curious person, I enjoyed learning where some of these advancements are headed and how they directly affect me. I came to realize that marketing is more than just finding the right words to articulate my work, it is also about strategy, something I had never truly considered before and am only now beginning to grasp.
While I have never been formally trained in marketing beyond everyday life experience, such as knowing how to present myself when applying for jobs, the big difference here is Carrie. Her friendliness, depth of knowledge, and ability to explain concepts in a way I can truly grasp have been incredibly helpful. Many people "market" their marketing, but Carrie’s passion is for marketing itself and for helping those who need it. She fills a gap that no graduate program or job training ever addresses, and her genuine positivity is both refreshing and motivating.
If you’re seeking quick, flashy marketing tricks without clarifying your values and voice, this program may not be the right fit. IBT is best suited for therapists who are ready to engage in thoughtful reflection, explore who they truly are, and translate that self-knowledge into a brand presence that feels genuine and can grow with them over time.
N.G., LCSW
I don’t like the idea of trying to sell myself and lack confidence in networking, cold calling, handing out business cards, and making videos. I had no idea what a brand was and I had no marketing plan at all. Every other marketing strategy program told me to get your SEO up and use sales-y over-promise-y language that feels really overwhelming and gross and go to offices and hand out business cards and up my social media presence and a lot of uncomfortable car salesperson-feeling techniques.
Meeting with Carrie really helped normalize my challenges marketing myself as a therapist and validated my experience. She gave me confidence and helped me see I don’t need to engage in the marketing that I had avoided for so long. She helped me see my strengths and where I could lean in and market/brand myself in small and comfortable ways that highlighted my expertise.
The Interpersonal Branding for Therapists program really helped me see the binds that therapists are put in and ethical challenges in marketing as a therapist as well as the history of marketing, I had no idea! Understanding first impressions was also completely new to me. Every lecture had gems to take with me that helped me shape my brand and gave me confidence!
What are people saying about
Interpersonal Branding?
I'm in Carrie's Interpersonal Branding for Therapists program, and I LOVE it! She's so thorough and rigorous in her deep deep understanding of therapist marketing -- she has done the research and it shows. I swear, she probably has over 100 citations in her program slides.
The most significant thing I learned from her program is that having effective marketing is NOT just to make yourself more money, it's actually a crucial component of good client care. Her whole program is rooted in the therapy outcomes research, so you'll spend a lot of time learning why & how to market yourself -- specifically, to be a more effective therapist. Yep, pretty cool, right?
I know there's a lot of other therapist marketing coaches out there, and most of them offer the same, repackaged branding advice: Start by niching down to your Ideal Client. Then, write in the second person to speak directly to your ideal client's pain points, positioning yourself as the person who gets it (that kind of writing that I think maybe works for neurotypical people but honestly makes me gag). Some of them will even sell you pre-made website templates. What this does, in my opinion, is create a whole new sea of therapists who look & sound identical -- and the process feels, to me, like it's all about "selling."
That's not Carrie. She doesn't give you that same formulaic marketing advice. You start by doing a deep dive to better understand yourself as a therapist, how your clients experience you, and get clear on what people can expect from you. Her whole process made me feel less like I'm learning how to "sell" to a client, and more that I'm deeply understanding and conveying myself as a therapist. That is what will draw in the right fit clients.
Ok, but do I think this program is for everyone? No. It definitely requires that you put in the time, do the lessons, and then use your own brain to figure out how to apply Carrie's framework to your own marketing. So, this is more a "teach-a-man-to-fish" kind of program, rather than a program that delivers the fish straight onto your plate.
But, if you're willing to do the work, I think it's absolutely brilliant. I wish all therapists were trained in the understanding of marketing that Carrie has.
Danni B.
Curt is a clinician, podcast host, group practice owner, and ethics committee member.
Working with Carrie has had an immediate impact on my team. Previous employee onboarding has sometimes taken months for clinicians to find their voice in being able to convey themselves to the public, perfect their directory profiles, and really voice their passions. Since working with Carrie, our new team members are making these major steps in just a couple of weeks....AND it has built a much stronger connection between our team members as internal referrals have also increased exponentially. I cannot recommend Carrie's program enough!
Curt Widhalm
My biggest marketing challenge was to attract the right clients but not too specific to alienate those who don’t identify with all my “niche” areas. I had been taught the idea of niche-ing, but was struggling with how to integrate that with me as a whole human with wide interests, trainings, areas of expertise and focus, and sensibilities. It was confusing and frustrating.
After joining Interpersonal Branding for Therapists, it was comforting to learn that I might be able to start integrating more of my actual personality into my marketing and stop feeling so flattened. It was so affirming to have someone with lots of super-specific knowledge about therapist marketing that I trusted tell me that the old, stiff ideas of who a therapist needed to be didn't have to limit me - that I could embrace my own authentic self (a thing that I always encourage my clients to do).
The lectures have helped me expand my sense of marketing in multiple ways, including both general education about service offers and how marketing works, but also how to be both a human and a product (a product which is very human), and consider the human connection piece. There was a lecture about the variety of meanings made by clients going into therapy that I found super helpful when trying to connect with prospective clients.
Interpersonal Branding for Therapists is different from other marketing training because it focuses on personal depth beyond niche. All of the trainings that I've gone through before heavily focus on niche, but that ends up feeling limiting and even confusing for people like me who don't feel like they fit neatly within a box (and even want the opportunity to work with a variety of types of people, but especially those with a compatible personality fit). The IBT approach goes beyond specialization and into that interpersonal compatibility.
This program is probably not a good fit for those with rigid adherence to “blank-slate” traditional view that therapists should avoid being fully fleshed out people in the therapeutic setting. But for those who bring more of their own personality into their client dynamics and are trying to figure out how to find right-fit clients, I highly recommend what the program has to offer!
Laura S.
Isabelle is a clinician and group practice owner.
I initially had the pleasure of working with Carrie one-on-one, and she helped me find an authentic voice and copy style without fear. Carrie is truly a master at her craft, but she’s also incredibly personable and creates a safe, grounded container almost immediately.
I intentionally chose Carrie to be the first speaker in our group practice’s guest speaker series because I knew her energy would set the tone for the rest of the year. Spoiler alert: she delivered, and then some. She left such a dynamic imprint that we asked her to return. Our team adored her within the first 5 minutes of our Zoom session because she hones in on safety, authenticity, and what actually works.
Marketing is a deeply vulnerable area, so it’s important to work with a professional who never forgets that heart and authenticity are at the core of any fruitful relationship or communication. Carrie’s values and presence are nearly impossible to find these days, and if you decide to work with her, you won’t regret it.
Isabelle Futsi
Before joining Interpersonal Branding for Therapists, I couldn’t figure out how to talk about what I do in a way that truly stood out from the crowd. I know my values and the work I want to do, but expressing that in a way that feels both authentic and unique is another matter entirely. We all know good marketing when we see it – it catches our attention, feels genuine, and draws us in. But when it came to marketing and branding myself, I didn’t know where to start. Entering this field as part of a career transition only heightened the motivation to get it right from the start. And, as therapists, we work so hard to help our clients feel seen, yet it’s surprisingly easy to feel invisible ourselves.
After my Intake Session with Carrie, I had a clearer roadmap, and that made all the difference. Marketing and branding take time and effort, and there’s no single “right” point to begin. Our conversation helped me start to see where I am now and identify areas I can explore further. In a profession built on humility, it can feel uncomfortable to “sell” ourselves. The intake session helped me feel more at ease with that process, encouraging me to dig deeper into what matters most to me and to align self-promotion with my core values.
One thing that really stood out about the course, and quite unexpectedly, was gaining a deeper insight into the marketing machine. With all the technological advancements and algorithms I do not fully grasp, the lectures’ coverage of the technical side of marketing platforms was both helpful and fascinating. As a naturally curious person, I enjoyed learning where some of these advancements are headed and how they directly affect me. I came to realize that marketing is more than just finding the right words to articulate my work, it is also about strategy, something I had never truly considered before and am only now beginning to grasp.
While I have never been formally trained in marketing beyond everyday life experience, such as knowing how to present myself when applying for jobs, the big difference here is Carrie. Her friendliness, depth of knowledge, and ability to explain concepts in a way I can truly grasp have been incredibly helpful. Many people "market" their marketing, but Carrie’s passion is for marketing itself and for helping those who need it. She fills a gap that no graduate program or job training ever addresses, and her genuine positivity is both refreshing and motivating.
If you’re seeking quick, flashy marketing tricks without clarifying your values and voice, this program may not be the right fit. IBT is best suited for therapists who are ready to engage in thoughtful reflection, explore who they truly are, and translate that self-knowledge into a brand presence that feels genuine and can grow with them over time.
Wei Chen
Important Questions
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I offer a limited refund policy as follows:
After your Intake Session, I will send you an emailed report that includes my feedback on our session and your Blueprint (customized suggestions for areas of emphasis in the course). You will also be invited to confirm your desire to proceed with the course - if you do, access to all program materials and resources will be granted and there are no further opportunities for a refund.
If you do not wish to proceed with the course and respond to this email within 5 days declining the invitation to proceed, you will not be granted access to the program and you will be issued a refund of your purchase price minus $200 (to cover the Intake Session).
This policy protects you as a consumer and me as a business owner. I want to be able to give you an opportunity to change your mind if you decide you and I aren’t a good fit, but I also want to be able to protect my hard work from those who voraciously download everything they can from an online course before demanding a refund.
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After you and I have completed the Intake Session and you have confirmed your interest in proceeding with the program, you will be granted access to the online course, the weekly group calls, and the student community.
However, the online course is intended to be completed in the order in which it is structured. You must finish each lesson by completing the Check-In in order to unlock the next lesson. You cannot jump ahead or do new lessons out of order.
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As of right now, the weekly group Zoom call is scheduled for Fridays 12pm PST - 2pm PST. That is subject to change. All calls will be recorded, and recordings will be made available through the Online Portal.
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Whether you are enrolled in the Essentials program or the Mentorship program, there are four prescribed 1:1 sessions that cover specific subjects (as described previously on this page): the Intake Session, the Commitment Work Session, the Infrastructure Strategy Session, and the Synthesis Session.
If you are enrolled in the Mentorship program, you also have access to 12 additional 1:1 sessions. These sessions are intended to provide additional support around topics you want to focus on. Please see the Client Service Agreement for more details.
Students in either program are welcome to book additional 1:1 sessions as-needed at my current hourly rate to focus on what’s most important to you.
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There are 8 modules in the online course.
The Foundation module introduces foundational concepts that form the basis of Interpersonal Branding. We start by reviewing the common factors research in psychotherapy and the first impressions literature from psychology. Then we explore the historical, cultural, and methodological reasons why marketing sucks so much for therapists. Then we explore how you can use “service-dominant logic” and the “Project of the Self” to understand how you market yourself as a therapist. Finally, we wrap up with a crash course in marketing strategy.
The Awareness lectures help you explore who you are personally, professionally, publicly, and interpersonally.
The Discovery lectures focus on what I think is wrong with “ideal client” rhetoric and what I use instead - the Audience Prism. I also teach my preferred method of market research.
The Commitment lectures support you as you develop the core of your Interpersonal Brand.
The Infrastructure lectures share research insights into consumer science and marketing strategy, as well as providing subject-specific lectures on Websites, Photos, Directory Profiles, Service Offers, Funnels & Email Marketing, and Social Media.
The Evaluation lectures focus on external qualitative and quantitative feedback, including things like analytics and client reviews.
The Reflection lecture focuses on internal feedback with a special focus on real self-care.
The Synthesis lecture pulls everything together to help you reflect on how you have incorporated your Interpersonal Branding work into your Project of the Self.
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There will be a revolving and expanding selection of activities, workbooks, worksheets, and other resources to support your development. Some of the highlights include:
The Interpersonal Branding Signature Theme Workbook, to help you hone in on the signature theme(s) behind your work
Worksheets to support your personal assessment, like the Engagement Audit, Your Life Journey, and Money Milestones exercises
Resources to help you better understand your own theoretical orientation as a clinician
The Interpersonal Awareness Survey, an activity where you invite 6 people you know to anonymously submit their impressions of you and you ultimately receive an aggregated report to help you understand how you are experienced by others
And honestly so much more…
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If you’re interested in the Essentials program, it’s right here.
Interested in the Mentorship program? That’s right here.
Have a question not answered here? Let’s chat!
Maybe the most
important question. . .
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I currently charge $200/hour for consulting, which is a fairly standard rate for the private-pay therapy services I help my clients market.
The Essentials program includes 5 hours of 1:1 support with me, which equals $1,000.
The Mentorship program includes an additional 12 hours of 1:1 support with me at a 20% discount, which is $1,920.
Why does it cost so much??
Look, I get that this is a significant investment. There’s not a lot in my own life that I spend thousands of dollars at once on (when I have lately, it’s been for this business). So I completely respect if you’re hesitant about the price tag, and maybe even a little mad at me!
In the spirit of transparency, here’s a breakdown of why this program costs so much:
$1,000/$2,920
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To be on the safe side, I only charge for 40 weeks of group calls in a given 52-week period. Both Essentials and Mentorship include access to group calls for $15/week, equaling $600.
$600
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I have been working on Interpersonal Branding since 2018, so for 7 years at this point. I estimate that I have read between 300-400 journal articles and around 25 books, attended multiple conferences, and listened to thousands of hours of podcasts to develop the knowledgebase to create both the framework and the program that allows you to integrate it into your own career. I don’t say that to brag, but to emphasize that I take Interpersonal Branding very, very seriously - I’m not joking when I say it’s my life’s work.
I’ve distilled all of that down into a series of lectures and resources that you have access to for a full year.
I will also be spending a few hours each week moderating and supporting learning within the Student Community.
I feel it’s reasonable to charge about $30/week to be able to access my knowledgebase for your development, which equals $1,600 for the year.
$1,600
Grand Total:
Essentials - $3,200
Mentorship - $5,120
Maybe the most
important question...
Why does it cost so much??
Look, I get that this is a significant investment. There’s not a lot in my own life that I spend thousands of dollars at once on (when I have lately, it’s been for this business). So I completely respect if you’re hesitant about the price tag, and maybe even a little mad at me!
In the spirit of transparency, here’s a breakdown of why this program costs so much:
-
I currently charge $200/hour for consulting, which is a fairly standard rate for the private-pay therapy services I help my clients market.
The Essentials program includes 5 hours of 1:1 support with me, which equals $1,000.
The Mentorship program includes an additional 12 hours of 1:1 support with me at a 20% discount, which is $1,920.
$1,000/$2,920
-
To be on the safe side, I only charge for 40 weeks of group calls in a given 52-week period. Both Essentials and Mentorship include access to group calls for $15/week, equaling $600.
$600
-
I have been working on Interpersonal Branding since 2018, so for 7 years at this point. I estimate that I have read between 300-400 journal articles and around 25 books, attended multiple conferences, and listened to thousands of hours of podcasts to develop the knowledgebase to create both the framework and the program that allows you to integrate it into your own career. I don’t say that to brag, but to emphasize that I take Interpersonal Branding very, very seriously - I’m not joking when I say it’s my life’s work.
I’ve distilled all of that down into a series of lectures and resources that you have access to for a full year.
I will also be spending a few hours each week moderating and supporting learning within the Student Community.
I feel it’s reasonable to charge about $30/week to be able to access my knowledgebase for your development, which equals $1,600 for the year.
$1,600
Essentials - $3,200
Mentorship - $5,120
Grand Total:
Now let’s talk about you.
Who is a good fit for this program?
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I think many people struggle with therapist marketing advice because a lot of it is focused on strategy and techniques but overlooks the very first step - figuring out who you are and what you’re selling. That’s where you want to begin. You want to go deep on what kind of person and professional you want to be and what you want for your life. This isn’t just picking out a logo and brand colors - it’s deep identity work, and you love that shit.
-
Personally, I’m skeptical of blanket advice statements that are backed up only by anecdotal evidence (if anything). Interpersonal Branding is based on peer-reviewed research findings, and I think it’s important that you know what those are. You’ll like my approach if you love in-text citations!
-
I have a soft spot in my heart for therapists who hate marketing, because you got me into this work. I knew marketing was important for therapists, but I also knew therapists hated marketing, and I wanted to solve for that. I now earnestly believe that marketing is the start of the therapeutic relationship, and it is this amazing opportunity therapists can leverage to do better clinical work and help their clients get better outcomes.
Let me show you how.
-
At the very least, you need to make time to watch the videos. These lectures vary in length from a couple of minutes to close to 30 (one outlier goes up to 45 minutes).
The 1:1 sessions with me are tied to completion of specific modules, so the most important part of pacing yourself will be to make sure you progress through the course at a rate that allows you time and flexibility to schedule those sessions.
Then there’s the supplemental activities and resources that support your integration of Interpersonal Branding into your work, and the weekly group call if you want to attend. It’s up to you and your bandwidth how much of this you want to do, but you have a full year of access.
Who’s NOT a good fit for this program?
-
You want a coach who will tell you what to say, where and when to say it, and templates for what all your marketing materials should look like. I don’t teach this way because I don’t like how everyone’s marketing ends up looking the same (defeats the purpose, in my opinion), but I empathize with the frustration and limited bandwidth you must be experiencing to prefer this sort of approach. We won’t be a good fit, though.
-
In order to make a program flexible enough to accommodate the varied needs of therapists, I do not force you to do this program “my way” (except for making you complete the lessons in order). I totally get that, if you’re neurospicy like me, you might be looking to pay someone to keep you on track! That ain’t me, unfortunately. In fact, there’s this cool rabbit-hole over here…
-
I want to be clear - I am not a licensed therapist. I practiced therapy as a trainee at a low-cost community clinic in my grad program but I have never had a private practice. If you want another therapist to tell you what worked for them in their marketing, I’m not your gal. I am the expert in Interpersonal Branding, and as soon as I graduated from my counseling master’s program, I started using Interpersonal Branding to help therapists with their practices and I’ve been doing it ever since.
-
This isn’t a book that you can buy and add to your nightstand pile that you’ll get to eventually (look, I have one too, I’m not calling you out I’m just warning you). It’s an opportunity to take some time now - up to a year, if you want - and create something that will support you for the rest of your career. But sometimes, we really don’t have time. If that’s the case, wait a beat. Self-care, right?
Now let’s talk about you.
Who is a good fit for this program?
-
I think many people struggle with therapist marketing advice because a lot of it is focused on strategy and techniques but overlooks the very first step - figuring out who you are and what you’re selling. That’s where you want to begin. You want to go deep on what kind of person and professional you want to be and what you want for your life. This isn’t just picking out a logo and brand colors - it’s deep identity work, and you love that shit.
-
Personally, I’m skeptical of blanket advice statements that are backed up only by anecdotal evidence (if anything). Interpersonal Branding is based on peer-reviewed research findings, and I think it’s important that you know what those are. You’ll like my approach if you love in-text citations!
-
I have a soft spot in my heart for therapists who hate marketing, because you got me into this work. I knew marketing was important for therapists, but I also knew therapists hated marketing, and I wanted to solve for that. I now earnestly believe that marketing is the start of the therapeutic relationship, and it is this amazing opportunity therapists can leverage to do better clinical work and help their clients get better outcomes.
Let me show you how.
-
At the very least, you need to make time to watch the videos. These lectures vary in length from a couple of minutes to close to 30 (one outlier goes up to 45 minutes).
The 1:1 sessions with me are tied to completion of specific modules, so the most important part of pacing yourself will be to make sure you progress through the course at a rate that allows you time and flexibility to schedule those sessions.
Then there’s the supplemental activities and resources that support your integration of Interpersonal Branding into your work, and the weekly group call if you want to attend. It’s up to you and your bandwidth how much of this you want to do, but you have a full year of access.
Who’s NOT a good fit for this program?
-
You want a coach who will tell you what to say, where and when to say it, and templates for what all your marketing materials should look like. I don’t teach this way because I don’t like how everyone’s marketing ends up looking the same (defeats the purpose, in my opinion), but I empathize with the frustration and limited bandwidth you must be experiencing to prefer this sort of approach. We won’t be a good fit, though.
-
In order to make a program flexible enough to accommodate the varied needs of therapists, I do not force you to do this program “my way” (except for making you complete the lessons in order). I totally get that, if you’re neurospicy like me, you might be looking to pay someone to keep you on track! That ain’t me, unfortunately. In fact, there’s this cool rabbit-hole over here…
-
I want to be clear - I am not a licensed therapist. I practiced therapy as a trainee at a low-cost community clinic in my grad program but I have never had a private practice. If you want another therapist to tell you what worked for them in their marketing, I’m not your gal. I am the expert in Interpersonal Branding, and as soon as I graduated from my counseling master’s program, I started using Interpersonal Branding to help therapists with their practices and I’ve been doing it ever since.
-
This isn’t a book that you can buy and add to your nightstand pile that you’ll get to eventually (look, I have one too, I’m not calling you out I’m just warning you). It’s an opportunity to take some time now - up to a year, if you want - and create something that will support you for the rest of your career. But sometimes, we really don’t have time. If that’s the case, wait a beat. Self-care, right?
Have some questions?
Let’s jump on a free, no-obligation 30-minute Zoom call.
I’m happy to discuss your specific situation and I can give you my honest opinion about whether I think Interpersonal Branding can help you reach your goals.
Ready to craft your
Interpersonal Brand?
Essentials
Self-paced online course
39 video lectures (12 hours), activities, workbooks and worksheets, and external resources5 hours of 1:1 support
Four milestone meetings and the opportunity to add as-needed sessionsWeekly group calls
2-hour live meetings via Zoom featuring Q&A and presentations on special topics (recordings available)Student community
Your watering hole for crowdsourced feedback and engagement opportunities
Pay as little as
$162.85/mo.
Estimate based on 24 payments at 19.99% APR with Klarna, your financing offer may vary.
$3,200
Mentorship
Self-paced online course
39 video lectures (12 hours), activities, workbooks and worksheets, and external resources17 hours of 1:1 support
Four milestone meetings and 12 additional sessionsWeekly group calls
2-hour live meetings via Zoom featuring Q&A and presentations on special topics (recordings available)Student community
Your watering hole for crowdsourced feedback and engagement opportunities
Pay as little as
$260.56/mo.
Estimate based on 24 payments at 19.99% APR with Klarna, your financing offer may vary.
$5,120
Ready to craft your Interpersonal Brand?
Essentials
Self-paced online course
39 video lectures (12 hours), activities, workbooks and worksheets, and external resources5 hours of 1:1 support
Four milestone meetings and the opportunity to add as-needed sessionsWeekly group calls
2-hour live meetings via Zoom featuring Q&A and presentations on special topics (recordings available)Student community
Your watering hole for crowdsourced feedback and engagement opportunities
$3,200
Estimate based on 24 payments at 19.99% APR with Klarna, your financing offer may vary.
Pay as little as
$162.85/mo.
Mentorship
Self-paced online course
39 video lectures (12 hours), activities, workbooks and worksheets, and external resources17 hours of 1:1 support
Four milestone meetings, and 12 additional sessions at a 20% discountWeekly group calls
2-hour live meetings via Zoom featuring Q&A and presentations on special topics (recordings available)Student community
Your watering hole for crowdsourced feedback and engagement opportunities
$260.56/mo.
Estimate based on 24 payments at 19.99% APR with Klarna, your financing offer may vary.
$5,120
Pay as little as