the emotional before & After


For today's challenge, watch the video from 11:16 to 16:37

the breakdown

Today were working on two sections of a high-converting blog post in order to paint a before & after picture. Each section should be around 250 words for a total of 500 words.

You should be able to list your ideal client's emotional struggles. If you have trouble, go back through your notes or think about what they report in session.

You should also speak to the results you've helped clients achieve in the past and how therapy with you can help. Treatment plans can be excellent sources of info here.

the why

Yesterday, during Day 2 of the challenge, we started to discuss the fact that all buying power is driven by emotion.

Based on the nature of our profession, it is obvious that this is even more true for clients who are looking to hire a therapist. If you think about it, our readers are looking for someone to believe in. To invite into the deepest, darkest corners of their lives. And they expect us to hold space for their pain and take charge of their secrets without judgement.

The thing is, none of this is possible without trust.

I'd love to ask you to think about the biggest barriers to people seeking therapy. Just as many of the emotions we see in session might be secondary (anger, jealousy, etc...) many of the excuses we get are secondary as well.

I don't have the money
There's nothing wrong with me
I refuse to have my head shrunk by some quack

are all overarching explanations for "I don't trust another person enough to bring down my walls."

But what if we could start establishing this trust before we even meet the client in session? What if we could do this through our marketing?

By demonstrating we understand the clients current emotional state, and by providing hope for a better one, we can do just that. Which is exactly our intention with the before and after sections today.

the how-to

1. Get in touch with your ideal clients' pain. It can be uncomfortable at first, but this is where readers start to recognize you as the person who truly gets them and just might be the person to help with their struggle.  You want to paint a bleak picture here so in the next section you can start to instill hope.

Some examples might include:

  • Taking a back seat and allowing others to dictate the who’s, what’s, where’s, when’s, and why’s of your life.
  • Your inner critic makes sure you are guarded and coping with life rather than living it
  • If you don't take initiative to communicate openly with your partner your relationship will continue down a dishonest path

2. Next, come up with ways to inspire your readers through what is possible when they start to make changes. This is where you plant the seed of the reader scheduling a session and help them recognize they might need professional help to overcome their problem.

Here's what this looks like:

  • Taking back ownership of your life allows you to become an active participant in your life and not just the kind of person that allows things to happen
  • The key to learning to love ourselves honestly and fully is to get to a point where we listen to ourselves rather than seek external validation
  • when you stop judging yourself for having difficulties with your in-laws, you can establish a way of relating that is agreeable to you and your partner

the format


Subheading of what life looks like without help (make sure this is optimized for keywords)

Paragraphs 1 - 3: What can happen if you don't seek therapy

  • The biggest downside of not overcoming your problem is...
  • At the very least, you find yourself... 
  • Living this way is extremely [negative emotion] ...

subheading of what life looks like with help (make sure this is optimized for keywords)

Paragraphs 1 - 3: What can happen if you DO seek therapy

  • Although you struggle with [negative emotion from above] you have the potential to [ thing that therapy helps with] ...
  • When we choose to do this, there is a possibility for [promised emotional result] ...
  • You have the opportunity/ability to [make this change] and [see this result] ...

Your Next Steps

Spend the next few minutes writing the next two sections of your blog post. Together, they should come close to 500 words and help your ideal client have an emotional response to your article your article. Remember to paint a before and after picture of what life looks like with and without seeing you for therapy.

Once you've got a good rough draft, head over to the challenge page  for accountability and to see what others are discussing today.

Also, be sure to tune in to the live Q&A at 5PM PST | 8PM EST so we can chat about it together.

Lastly, click here to save your seat for the LIVE 1-hr training Monday, March 5th.