Marketing on a shoestring

Marketing and copywriting training | BACP | 2015

This series of training events and articles helped small businesses promote their work, create a marketing plan and attract clients. All on a budget.

Marketing advice for counsellors

The British Association for Counselling and Psychotherapy is the UK’s professional association for therapists. As its Deputy Head of Communications, I helped its members get more clients by promoting their services effectively.

University and College Counselling is one of eight respected international journals published by BACP.

A wise investment

When someone chooses counselling as a profession it’s because they want to change people’s lives for the better. The business side of things often takes a back seat. Not to mention that investing in marketing isn’t easy when you’re just starting out and you’re struggling to break even.

But you can’t change lives if your potential clients don’t know you exist. You need to promote your work. And to do that, you need a powerful toolkit of straightforward skills, techniques and resources. That’s exactly what I created for BACP’s 50,000 members.

PR and marketing for beginners

I gave a series of training events at conferences across the UK. I stuffed these workshops with tried and tested tips, tricks and techniques. All aimed at increasing awareness and encouraging engagement from potential clients. I also hosted a tailored copywriting workshop for counsellors. Trainees left with a practical package of basic copywriting skills. It helped them improve their online profiles, advertisements and website copy.

I wrote a series of articles in BACP’s international journals to accompany the workshops. In them, I offered advice to counsellors on promoting their work, attracting new clients and working with the media. The content of the articles is an accurate reflection of the wider training scheme – you can read three of them below.

Marketing yourself

Counselling at Work

Want to make senior staff aware of the value you add to their business? Looking to promote your services to new customers? You’ll need skills in promotion and marketing. Get the inside track on how best to raise your profile and attract new clients.

Demystifying the Media

Private Practice Magazine

Working with the media can be a powerful addition to your marketing toolkit and it doesn’t have to be intimidating or time consuming. Learn how to put a media campaign into action with tips and tricks from a PR professional.


University & College Counselling

There is a growing recognition of the need for university and college counselling services to market their department within their institutions. Ruth Clowes looks at the importance of promotion and how best to go about raising the profile of a service.

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