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Why Every Therapist Needs a Pitch

Why do I need a pitch?

Crafting your elevator pitch is a fundamental part of being a dynamic therapist who affects change. For the therapist, the pitch synthesizes a sense of professional, philosophical, and ethical identity. Your pitch extends credibility for your potential client, making the transition into initiating therapy easier.

Naturally, taking time to create your brand pitch may seem as though it exists only for the sake of business. However, you are empowering your client to feel confident and in control of their decision when you are able to concisely articulate who you are and what you can do for them.

What should be in my pitch?

Your pitch should include the following elements:

1. Full name and credentials

2. Educational institution

3. Personal approach

The pitch should take no more than 30 seconds. Keep it conversational!

The following is an example of my personal pitch:

“Hi, I’m Joanna Ricco. I work as a licensed MFT psychotherapist through the California Board of Behavioral Sciences. I have a Masters of Clinical Psychology and have been in practice for about four years. I work collaboratively, in conversation with my clients. We will work together to explore your present thoughts and feelings so that you develop a better sense of self-awareness and mindfulness to your everyday actions.”

When do I use my pitch?

For therapists working on the reflect platform, every prospective client conducts an Intro Session with each of their matched potential therapists before deciding which therapist to select. Your pitch is an ideal way to begin an Intro Session with a matched client.

​By establishing who you are and what you bring to the table, your prospective client will feel more at ease with divulging their background and what they are hoping to gain in therapy. As your conversation develops with a potential client, you will find opportunities to expand upon your specific areas of focus, as well as the nuts and bolts of your practice like hours and location.

How to make the most of your pitch

Your pitch is not only for your clients. You can use it to check in with yourself -- are you who you say you are or has your approach change with experience? Workshop your pitch every few months to maintain a sense of engagement with your work. After all, you are what you do; not what you say you’ll do.

Join reflect

Join our community of mental health clinicians in the Bay Area at You can grow your practice while learning ways to develop your sense of professional identify within an elite group of San Francisco’s mental health providers.


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