246 – Paid Advertising for Therapists

246 – Paid Advertising for Therapists

Petruska Clarkson’s 5 Relationship Model – Working with Otherness in Counselling

subscribe_itunes button small

In Episode 246 of the Counselling Tutor Podcast, your hosts Rory Lees-Oakes and Ken Kelly are back to discuss this week’s three topics:

  • Firstly in ‘Theory in Practice’ we’ll look at Petruska Clarkson’s 5 Relationship Model.
  • Then in ‘Practice Partner’, Rory and Ken discuss options when it comes to paid advertising for therapists, and the possible pros and cons.
  • Then lastly in ‘Practice Matters’, Rory speaks with Dr. Dwight Turner about working with otherness.

Petruska Clarkson’s 5 Relationship Model [starts at 02:48 mins]

This segment of the Counselling Tutor Podcast is sponsored by


  • WebHealer are the go-to provider of websites for private practitioners in the UK.
  • Established over 20 years, WebHealer offers a non-technical and fully supported service to help therapists grow their private practice.
  • Just one customer from your website each year pays for their service.

Go to WebHealer.net and use coupon CT100 for £100 off their "Do it for me" service.

In this section, Rory and Ken go through some of the key points of Clarkson’s 5 elements to sustaining a successful therapeutic relationship:

  • The 5 elements:
    • The working alliance– the contract, clarity, making sure both parties understand.
    • Transference/countertransference– being aware of possible transference both in yourself and from the client, making sure you’re not acting differently due to transference.
    • The reparative/developmentally needed relationship– ensuring the client can eventually begin to feel comfortable enough to be themselves, the counsellor takes on an almost parental role to support them during their personal growth.
    • Person-to-person relationship– having a deep level of trust between yourself and the client, making sure you're working as a real person, human being to human being.
    • The transpersonal relationship– a relationship with the client on a more spiritual level, a deep connection.
  • Transference may be a key point in the therapy room that needs to be worked on – if a client tells you that you remind them of someone in their past, make it clear to them that you are not that person, this starts the conversation that not everybody is the same. They can begin to realise those feelings are from a past relationship, and can stay as such.
Theory to Practice is sponsored by

Counselling Skills Academy

Learn counselling techniques by seeing counselling skills used in real sessions by qualified therapists.
Real sessions – real-life presentations – real skills.

Paid Advertising for Therapists [starts at 19:18 mins]

As we move into ‘Practice Partner’, Rory and Ken discuss some of the ways you may want to invest in the advertisement of your private practice.

The main points of this discussion include:

  • One way of advertising your practice may be counselling directories– these may be private directories, or that of an ethical body.
  • A disadvantage of directories may be competition – there will be many other therapists that you’re ‘up against’ in terms of finding clients.
  • Another method of paid advertising for therapists is Google PPC (pay per click) – this means you will only pay when someone clicks through to your website.
  • According to research, the top link will receive 43% of clicks – the more you pay and the higher up your links is, the more likely you are to receive clicks.
  • The disadvantage of this method may be that it’s likely you’ll compete against other companies, e.g. private directories that will have a bigger budget for their advertising.
  • However, this method of advertising for therapists is non-disruptive and may therefore be a preferred method.
  • Another method is through social media. Facebook.
  • This method allows your ads to target certain demographics, but may be more suitable to advertise CPD than your counselling services.
  • The disadvantages of this are that now people are becoming more aware of data tracking and blocking it, the algorithm can no longer be as affective.
  • The final option talked about today is print advertising– your local newspaper or magazine, this is great for looking for possible face-to-face clients in your local area.
  • The benefits of print ads are their fixed cost, the way a fixed message is placed in front of people repeatedly, and it can establish you as a local specialist.
  • A disadvantage of this may be that it will be difficult to get a client to then visit your website – you would be better leaving a phone number in your ad.
  • Whatever option you choose to advertise your therapy or counselling services, make sure you're keeping track of the actual benefit (or not) this advertising is having on your business. You want to ensure it is worth your money.
Get on-demand Certified CPD that is implementable in your practice

Counsellor CPD Library

  • Over 150 hours of on-demand CPD lectures to help you stay current with your CPD ethical requirements
  • Support, and be supported, by thousands of other counsellors as a member of the exclusive online community.
  • Access your learning anytime you want ... anywhere you choose ... using any device type — desktop or mobile.

Counsellor CPD Library - computers and mobile phone showing what is inside the CPD library for counsellors

Working with Otherness in Counselling [starts at 47:21 mins]

In this week’s ‘Practice Matters’, Rory speaks with Dr. Dwight Turner about the intersections of privilege and otherness.

The key points of this discussion are as follows:

  • We are not just one identity: you have your ethnicity, sexuality, class etc.
  • These intersections can make you feel like you don’t belong in one particular place.
  • An example of intersection can be seen within feminism – some women will not just be disadvantaged as a woman, but also as a woman of colour.
  • We have all experienced a feeling of otherness; even children from a young age begin to form groups as they discover who they are and who they are not.
  • Intersectional theory offers a way of understanding the complex nature of human beings.
  • It’s an important factor in finding out who the other is, looking into their experiences.
  • This also links with the shadow self – are the qualities that you dislike in others actually the qualities that you dislike about yourself?
  • It’s important to understand your own sense of otherness, not being afraid of talking about the other.

The National Counselling and Psychotherapy Society is proud to sponsor Practice Matters.

NCPS (formerly NCS) are really excited to have launched their Children and Young People Therapist Register for counsellors working with the younger age group.

To find out more, visit nationalcounsellingsociety.org or simply click the button below.

Free Handout Download

Petruska Clarkson’s 5 Relationship Model

Links and Resources

Spotted out-of-date info or broken links?
Kindly let us know the page where you found them.
Email: brokenlink@counsellingtutor.com