The shift into fall offers more than just cooler weather—it brings a unique rhythm for private practice owners. In this episode, I reflect on what I call the “surge season” and how it mirrors the natural cycles of growth, maintenance, and evolution in both our practices and ourselves as clinicians.

We’ll walk through the four key seasons I see therapists experience—launch, growth, maintenance, and evolution—and why naming the season you’re in can offer both clarity and permission. If you’re feeling a shift coming on, if the work that once energized you now feels heavy, or if you’re wondering whether it’s time to evolve your niche, this episode is your invitation to pause, reflect, and recalibrate.

I also share what 2025 has looked like behind the scenes at Walker Strategy Co.—a scrappy, creative, sometimes exhausting season—and how that has paid off in ways that didn’t always feel obvious in the moment. Spoiler: your consistency will pay off, just not always right away.

Here’s what you’ll learn in this episode:

1️⃣ How to identify which season of practice you’re in—and what to do with that insight

2️⃣ Why returning to a growth phase after reaching maintenance isn’t failure—it’s normal

3️⃣ What to consider (practically and emotionally) when you feel a pull to evolve your niche or services

Resources & Links Mentioned:

• Confident Copy: walkerstrategyco.com/cc
• The Walker Strategy Co website: walkerstrategyco.com

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Enjoying the podcast? Subscribe so you never miss an episode—and feel free to share it with a fellow therapist who’s building their private practice.

Explore more marketing support for therapists: The Walker Strategy Co website

About Marketing Therapy

Marketing Therapy is the podcast where therapists learn how to market their private practices without burnout, self-doubt, or sleazy tactics. Hosted by marketing coach, strategist, and founder of Walker Strategy Co, each episode brings you clear, grounded advice to help you attract the right-fit, full-fee clients and grow a practice you feel proud of.

If you’ve ever stared at an empty hour on your calendar and felt a wave of anxiety or self-doubt, you’re not alone. In this episode, I’m reframing those open spots—not as evidence that something’s wrong, but as valuable opportunities to support your business, reflect on your work, or even rest (guilt-free!).

I’ll share how to stop spinning in indecision when you hit a lull in your schedule and start seeing those gaps for what they really are: a chance to move your practice forward with clarity and intention. Whether you’re in a growth phase or just hit a slow week, you’ll walk away with 10 tangible ways to use that time—no hustle required.

Here’s what you’ll learn in this episode:

1️⃣ How to reframe calendar gaps so they fuel growth instead of shame

2️⃣ Why rest only counts when it’s chosen—and how to know when it’s truly needed

3️⃣ A 10-item “gap menu” with concrete tasks (and yes, rest is on the list!) you can draw from anytime your schedule opens up

Resources & Links Mentioned:

• PsychToday Success Pack: walkerstrategyco.com/ptsp
• Magnetic Niche Method: walkerstrategyco.com/mnm
• Confident Copy: walkerstrategyco.com/cc
• Today’s Full Caseload (free private podcast): walkerstrategyco.com/tfc
• The Walker Strategy Co website: walkerstrategyco.com

Connect + Subscribe

Enjoying the podcast? Subscribe so you never miss an episode—and feel free to share it with a fellow therapist who’s building their private practice.

Explore more marketing support for therapists: The Walker Strategy Co website

About Marketing Therapy

Marketing Therapy is the podcast where therapists learn how to market their private practices without burnout, self-doubt, or sleazy tactics. Hosted by marketing coach, strategist, and founder of Walker Strategy Co, each episode brings you clear, grounded advice to help you attract the right-fit, full-fee clients and grow a practice you feel proud of.

Just when you were starting to feel comfortable with SEO, here comes AEO—Answer Engine Optimization. If you’ve heard that people are getting found through ChatGPT and started wondering if this is yet another marketing trend you need to master, take a deep breath. In this episode, I’m breaking down exactly what AEO is, how it connects to what you’re already doing with SEO, and why it’s not as overwhelming as it sounds.

You’ll learn how therapists are already getting discovered through AI tools (even without doing anything “fancy”), why specificity in your copy matters more than ever, and what small updates you can make to your website to stay ahead. The good news? If you’ve been following the guidance I’ve shared on this podcast or inside my programs, you’re likely already in great shape.

Here’s what you’ll learn in this episode:

1️⃣ Why AEO isn’t a brand-new marketing mountain to climb—and how it builds on your existing SEO efforts

2️⃣ The kind of therapist website copy AI tools are actually looking for (and why general, vague content just won’t cut it)

3️⃣ Five simple, no-overwhelm steps to make your site more findable on tools like ChatGPT, Gemini, and Perplexity

Resources & Links Mentioned:

• Confident Copy: walkerstrategyco.com/confident-copy
• The Walker Strategy Co website: walkerstrategyco.com

Connect + Subscribe

Enjoying the podcast? Subscribe so you never miss an episode—and feel free to share it with a fellow therapist who’s building their private practice.

Explore more marketing support for therapists: The Walker Strategy Co website

About Marketing Therapy

Marketing Therapy is the podcast where therapists learn how to market their private practices without burnout, self-doubt, or sleazy tactics. Hosted by marketing coach, strategist, and founder of Walker Strategy Co, each episode brings you clear, grounded advice to help you attract the right-fit, full-fee clients and grow a practice you feel proud of.