• Josh Polgardi

What [Not] to Look for In a Blog for Your Clients

Believe it or not, it's probably more science than art.

Marketing Blogs for Therapists and Counselors

Combining the Elements

Whether you write blogs for your clients yourself or someone does it for you - it's worth keeping a few things in mind.

Sure, there's plenty of variation and everyone has their own flavor - and that's good. But there's definitely a framework to help you get the most effect.

One major concept to keep in mind as you read goes like this:

  • If they don't like the title, they won't read the subtitle (summary).

  • If they don't like the subtitle, they won't read the blog.

  • If you don't keep attention with the first sentence, they won't finish the first paragraph.

And so on. So let's get to it.

1. The Title

There are classy and trashy ways to title a blog. The trashy way is all the clickbait half-truths you see in the news these days. We don't want that. The classy way is three main elements:

  1. Address a problem.

  2. Promise a solution (maybe)

  3. Do it in less than 15 words - in fact, the least possible.

That's it.

There are ways to add flare as well, but it's not necessary. Your clients know you, like you, and want to hear something from you - so the flare isn't really necessary. Here's an example of a headline that works, and one that we've provided our therapist customers:

Therapist and Counselor - marketing blogs

Pizza - flare. Nearly nothing grabs attention like pizza. Why We Argue - a problem with promised explanation. How to Restore Peace - a promised solution.

The Subtitle, or Summary

This is where you expound on the problem and what you've promised. So often this element is completely excluded, and that's a big miss.

Therapy and Counseling Blogs - marketing

Here we dig a little deeper. Why do we react like we do, and what are the consequences? Here are a few things we can do to restore relationships.


We're all image-driven. It's basically a rule. Engage all the senses, and never leave out a related image.

Starting to come together, right? Keep it going.

Subtitles and Story

Start with a story. Make it personal, and paint a picture. Even the smallest anecdote can connect you with your reader. Sometimes a little shock value helps, as shown here:

You can see in the subtitle and opening sentence I was going for a little shock. Why wouldn't I invite Dave? Wait, someone got mad at pizza?

The trick is to pull the most interesting thing out of the story, and tease it. Just show a little of what's to come.

Tie it Together

Why are you telling this story or anecdote? What's the problem it reveals, and what does it mean for me, the reader? Tell them.

As you progress through the article, the story should start to hit closer and closer to home as you dig into the universal truth about the human condition. Rarely should the blog ever just be a story - unless you're an EXCELLENT, GIFTED writer.

Pay the Man! Display Your Solution

Make it worth their time, or don't write on the subject. You can see here how we started the solution portion of our blog. It empowers the reader, and then starts telling them what they can do to, in this case, check themselves before they...ya know.

In Summary

I may have been slightly misleading in my subtitle, and I'm wondering if it was worth it. I think it's true, writing a blog is more science than art. But to be more specific, it's art built on science.

A blog starts as a framework - the outline of a cathedral. And once you have the structure, you can begin to overlay it with beauty, emotion, inspiration, and all sorts of other things to capture the reader and help them on their journey.

We hope this helped you on your magnificent calling to help your clients both inside AND outside the office as they do their work.

If you ever need a hand or want to use our blogs, let us know! Check out our affordable blog plans here.

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