Innovative Marketing for Therapists: A Conversation with Tighe O’Connor of Theory About That Ep. 38

Episode Overview

• Episode Topic:
  In this captivating episode of Mastering Counseling, we explore the transformative role of digital marketing in therapy spaces with Tighe O’Connor, co-owner of Theory About That. The episode delves into the unique strategies employed by the agency to revolutionize the counseling and treatment center landscape through quality content, website creation, and effective marketing strategies. Tighe shares insights into how Theory About That empowers therapists to find their voice, streamline operations, and foster deeper connections with clients. The discussion unfolds as an exploration of the intersection between digital media creativity and the therapeutic journey.
• Lessons You’ll Learn:
  In this segment, Tighe O’Connor shares practical approaches to creating impactful websites, selecting suitable platforms, and leveraging social media and email marketing for practice growth. The episode highlights the importance of authenticity, adaptability, passion, and problem-solving in delivering expert-level digital marketing services. Lessons learned include navigating the complexities of marketing, effectively reaching target audiences, and fostering meaningful connections in a competitive mental health landscape.
• About Our Guest:
  Tighe O’Connor, an award-winning digital media creative and co-owner of Theory About That, brings a wealth of experience from the marketing and advertising industry. As a Creative Director and Director of Operations, Tighe has not only explored diverse digital mediums personally but now leads a team specializing in UI/UX and Motion Design. With a passion for staying ahead of the curve, Tighe consults small businesses on digital marketing, contributing to the growth and success of therapy practices across the United States.
• Topics Covered:
  The episode covers three key segments, starting with Tighe’s background and the formation of Theory About That. The conversation delves into transforming counseling marketing through quality content, mastering website creation, and the digital presence for therapists, and empowering therapists through effective marketing strategies. Topics include the agency’s unique approach, website design, platform selection, and success stories demonstrating Theory About That’s impact on the visibility and growth of counseling and treatment centers. The discussion serves as a comprehensive guide for therapists navigating the digital marketing landscape.

Episode Transcript

Tighe O’Connor: When you create a brochure, when you have a business card, when you make a website, when you’re starting your social media calendar, all that should reflect that niche, because it’s so easy to try to expand your business. Let me reach out to this demographic too, and this problem here. But when you have that very specific need, you start actually creating a brand that is competitive in today’s landscape.

Becky Coplen: Welcome to Mastering Counseling, the weekly business show for counselors. I’m your host, Becky Coplen. I’ve spent 20 years working in education in the role of both teacher and school counselor. Each episode we’ll be exploring what it takes to thrive as a counseling business owner. From interviews with successful entrepreneurial counselors to conversations with industry leaders on trends and the next generation of counseling services, to discussions with tech executives whose innovations are reshaping counseling services. If it impacts counseling, we cover it on mastering counseling. Hello! We are so excited today to host Tighe O’Connor, who’s the esteemed co-owner of Theory About That. This is a pioneering agency that is dedicated to elevating digital marketing for counseling and treatment centers all across America. Welcome to the show today, Tighe.

Tighe O’Connor: Thank you for having me. I’m happy to be here.

Becky Coplen: It’s good to have you here. Let’s go ahead and just start off with what your company that you co-own, what it’s all about, who it’s helping. I know you’ll get into especially the digital end of things for counselors. So, I think today will be a lot of focus on the business side. And we always need help in that area. So, how did this all come about? Theory About That?

Tighe O’Connor: Yeah, I’ve been in the creative space all my life as a designer, animator, UI, UX designer, and I’m about 7 or 8 years ago, I wanted to start my own company. My wife is actually a licensed marriage and family therapist. So for us, the perfect company to start was a marketing company that focused on that area. We started out writing content and blogs for people and then soon expanded into like social media and websites and things like that. This is actually the second company I own, I also have another company that just does websites and other sort of creative things. That’s where my heart is at, is doing creative work but with my wife being a therapist, it really makes a great company for us, especially helping out therapists with what they aren’t used to, which is building websites, doing tech things, doing marketing things because they went to school for everything about that. And then they go out into the real world and everyone wants to start their own practice, right? But they don’t have any of those skills. And so that’s what we try to help people out with.

Becky Coplen: That’s great. I myself am a school counselor and have all the therapy and courses are then creativity. I get friends to help me with that and then especially the online space. You guys are so valuable in helping many people, and so it’s great to have you here to talk about that. Let’s talk about, under your leadership, some of the specifics that you might incorporate when helping a therapist or counselor set up their website, or try and get more visits to their website. How do you do that specifically for a person’s practice?

Tighe O’Connor: Yeah. So, I mean, if we’re starting with a website, well, honestly, when we onboard a client, we have this checklist that we like to use. And maybe that’s something you’d want to include in the show notes or something. I’m happy to send that your way. And essentially for us, this is a to-do list that whether we do it or financially, it doesn’t make sense. And you want to do some of it because it’s a long checklist. So we send that to people as a way to tell them, here’s what essentially needs to get done for website. I got pulled up here. I can go through some of the things for what we think about when we’re starting a website for people. So for us, honestly, you can start off with just good design. What does that typically look like nowadays? I think it’s optimized for all devices I think a lot of platforms do that pretty easily now. But then how are you doing on trend up-to date design? For that, you really would need someone to help you out with that. I think with either a designer or you’re starting from a template approach, and then from there we try to think about how to capture leads, because I think a lot of counselors, they know, okay, great, I can have a contact form. I have a button on my page for people to reach out to me, but they often forget about the other call to action that are super valuable on a website. And so in the marketing world, we call this, you know, you have top of the funnel, middle of the funnel, bottom of the funnel call to actions where the bottom of the funnel is the typical hey, here’s my phone number. Here’s a form where what gets forgotten is the top in the middle, which is another way people can interact with you. For people who maybe aren’t ready for a counseling session right off the bat, that’s often ebooks or downloading lists. Or maybe this how to videos and courses. Maybe it’s even just links to your social media. But for me, those are really important ways to almost build a rapport without even being there for someone. Because the counselor is a very personal experience. So it can be nerve-wracking, especially with someone, maybe with anxiety, to just jump into a phone call with a new person. But if they can watch some videos and get to know how you think, how you talk to people before they even reach out to you, that’s super helpful. I’m probably showing my age here, but actually, we found our realtor through YouTube because I was like, oh, we’re moving to a new city. Like, how are we going to reach out to there’s so many people who are realtors, and we ended up just searching on YouTube for realtors in the area, and we found someone and went, oh, this guy’s he looks really cool. Looks like he’s fun to hang out with, let me call him. I think it’s very similar for counselors is how can you put yourself out there in a way that people can get to know you in a website is a perfect way to do that. Another way to think about websites is what sort of content do you want to have out there. For us, we have some essential pages, and starting with the home page, I know a lot of people have different opinions on what makes a good home page, but for me, it’s essentially a directory to the rest of your site. A lot of sights that I see that counselors send are just full of content, full of all this information, and people can get overwhelmed really quickly from that. So what I mean by directory is whoever lands in your website, you don’t know what they’re interested in. You don’t know if they want to find a price. You don’t know if they want to find what sort of services you offer. So you want to visually and quickly lay out in a home page ways to get to the information you care about. So that’s typically what I include on a home page. Then of course, you have an About Us page where you want to list out testimonials, credentials, certifications, your personal narrative, things like that then you can get into services from there. And so for us, service pages really have four key components. One, you’re acknowledging their struggle of like, hey, here’s are you feeling like this? Are these things that you’re dealing with? Describe what that struggle looks like. Explain how you can help and have a call to action. And then other pages are super important are even a getting started page? Because some people aren’t used to therapy, they don’t understand what the process looks like. And that could be a huge sticking point for people. But if you have a page that really lays out, here’s what to expect. When you give me a call, we’ll set up a time and then we’ll have this onboarding session and walk you through. That process is super helpful for people.

Becky Coplen: I really loved how you talked about the person wants to connect with the website, because I know even before we do these podcasts, you’re often you want to see like, what they look like, and even hear the sound of their voice. And then if you’re going to be using them as a counselor, of course, you have to feel some level of comfort with at least their website before you want to jump in.

Tighe O’Connor: Yeah, absolutely. I think a lot of websites can feel cold because it’s just information. Maybe there aren’t very many photos, even if it’s just stock photos, it can feel a little cold. And so something that just came to mind of like even adding photos of your office, like, hey, here’s where you’re going to be sitting like this very comfortable, warm, inviting place, even if it’s online. Being able to talk about that experience with people, essentially making it as easy as possible before jumping in. And then really, other than that, I like to have a lot of resources on a website. So just like you mentioned with your podcast, one benefit of your podcast is you’re showing your expertise in the space. And even though you might be having experts on and being the median between that, you’re showing that, hey, I’ve been doing this for a while, I know what I’m talking about, and I can speak to it really well. And honestly, I feel like the main benefit of having blogs and resources on your website is just having them. So people see that they’re not even that they might go and read through every single one of them, but that they see, all this person knows what they’re talking about, which essentially gives you some of that social proof, I’d say. That’s probably the main things that we care about the most.

Becky Coplen: Okay. Very cool. One thing I wanted to bring up, and you mentioned that you started the company with your wife. Is it all one company together? I know when I looked at your website, you have a lot of content writers and other people are part of it. Are people able to get therapy through her while getting your end of the creative and building the websites? How does that all work? If someone was going to onboard with your company?

Tighe O’Connor: So it’s actually, it’s not a therapy, that’s not a counseling center, it’s just a marketing company. So, those are the main services we offer, she in particular, did sessions for a while as she was, of course getting her license then, during that process, as we all know, that long struggle to get your license, a lot of either free work or unpaid work. She was starting this company, and she really fell in love with it because she really loved one helping solve problems for counselors and working with lots of different counseling centers. And it’s been really fulfilling, honestly, for her being this space of meeting so many great people, because that’s what we’ve really found in the counseling space, which is really encouraging. This isn’t really answering your question, but in a lot of spaces, if someone finds you as a vendor and they really like you, they keep you secret. They don’t want you to work with anyone else. They just work for me. But counselors are the exact opposite, they’re very selfless and open and really wanting people to meet other vendors. So that’s been really fulfilling for us, meeting a lot of different companies.

Becky Coplen: All right. Very cool. Thanks for clarifying that. When a therapist or counselor wants to work with you, how would you say that you empower them? We talked about a lot of the logistics with the website, but let’s just say “I was starting a company,” how would you give me the courage? I would say to move forward.

Tighe O’Connor: Yeah. So if you’re just starting out for us, that’s a really great time to honestly like learn who you are. I think that’s important in any business. Right? If you’re going to go out there and offer your service to the world, you’ll be a lot more effective at it if you know what you can offer. So, for us, we go through, I guess, a two-step process. One is defining your niche and finding your like a tone of voice survey. Have you talked about that before, like defining your niche. It was a big topic in the space.

Becky Coplen: It comes out here and there when people talk about their own. But I would love for you to go into that, I’ve worked with someone about that before and I would love for people to know it. I know it’s a hard world, but it’s super important and helpful to the clients who need the therapists as well.

Tighe O’Connor: Yeah, and I think what’s helpful is it’s something that doesn’t seem natural or it doesn’t come. These two people because they just think, oh, let me offer all these things to everyone because that’s how I get the most business, right? But I mean, what businesses have figured out years and years ago is if I offer this very specific service to this very specific audience, I’ll be the best choice there. And especially now in the world of online therapy, that’s even more important, because if you’re the only therapist in your town, you could honestly service to everyone because there is very little competition. So now if I’m someone, let’s say I’m a 30 year old male with anxiety, that’s a very specific niche. If I am looking for someone to help service me, and I see someone who speaks exactly to that need and to that person, that’s going to be much more effective again, in this marketplace, where I can go to anyone in the United States as long as they have a license in that state. Right. And so for us, there are four main things we go through to help someone define their niche, to end up at this kind of core niche statement that they can use to help direct their own business. The first one being defining the problem up into getting your license up in maybe the private practice you’ve had, who have you worked well with, who have you connected with, and maybe on the opposite side, who have you worked with that you just don’t like working with? For example, my wife, she did some work with children and teens and that just for her, I didn’t connect. It wasn’t really working and that wasn’t going to be her niche audience. Other questions of like, what are underlying problems that your ideal client faces? How are you uniquely equipped for those problems? Maybe you have past experience in that? And then start defining what are the pain points of that problem that people face? What are the pain points of those clients? How does this problem affect their personal life? What are some skills and training that can help them address those pain points? Right then how do your clients define themselves? Of course, we have the standard demographics of males, age, and certain problems they may face, but then how do they identify themselves? Taking it a step further, right? They’re not a man. Maybe they’re a dad, maybe they’re not a dad, but they’re professionals or business managers really nailing down into how they see themselves. And then what’s that primary identity that you want to really focus on? And then, finally, what’s their dream once you solve their problem, what does that look like? How do you help them achieve those dreams? Really, All these questions would get you to this final statement that can again guide your company of I help ideal client’s identity with your expertise so they can stop or start their primary pain point and live whatever their dream is. And so once you fill out that mad lib of a niche, then you have that guiding light into this is what I’m going to create my business around. That is the foundation on which everything is built. So when you create a brochure, when you have a business card, when you make a website, when you start your social media calendar, all that should reflect that niche because it’s so easy to try to expand your business. And, well, let me reach out to this demographic too and this problem here. But when you have that very specific need, you start actually creating a brand that is competitive in today’s landscape.

Becky Coplen: This episode is brought to you by mastersincounseling.org. If you’re considering enrolling in a master’s level counseling program to further your career, visit mastersincounseling.org to compare school options via our search tool that allows you to sort by specific degree types, tuition-hour costs, online flexibility, and more. It always reminds me when you’re lowering into a niche, it reminds me of a fancy restaurant versus the diner that serves everything they have everything. But it’s not anything. Is that great? Whereas a restaurant might have eight entrees and it was amazing. Yeah, exactly. Yeah. All right, we’ve talked about a lot of different things and especially building the website business cards or and the branding. One thing that I was thinking when you were talking is maybe the timeline, and obviously, it’s what the client to you wants to put in, but what are some average timelines you see for onboarding to they basically launched on their own. Can you talk about that at all?

Tighe O’Connor: Yeah, I would say honestly, most people we work with have because everyone starts out doing it themselves. I’d say no one comes out and is like, okay, great. Let me really invest in doing this with a company. And so honestly, we’re coming in with someone who’s built this like halfway finished website and had this brand that they had their cousin create and they’re halfway there. Right. And so I would say 90 days is a pretty good timeline for us really, because that encompasses the largest project, which would be the website, and that can get broken down into the first couple weeks doing these onboarding processes where we’re if you don’t have a niche already, we’re figuring that out. If you don’t have a tone of voice already, we’ll figure that out. And then once we have that strategy down, to me, we like creating a blueprint of like, okay, here is who you are. Here’s the foundation of how you’re built on. And from that, what do we want your site to have on, and what do we want your site to be able to say to people? From there, we start jumping into writing content, which is a big part of this business, especially because in other companies, in random industries, you can write content, you can try to figure it out, but with counseling it’s very specific, like you need an expert to write this content. And that’s why I never touch the content myself, because that’s not my area. It’d be bad if I did that. That’s why my wife writes it. Or we only work with licensed therapists to help write the content we have so that when experts speaking to it. But again, we jump into that process that could take four, six weeks to write out all the content for all the pages. And then we jump into the actual website and building it out, designing it and out and get it launched. And so that’s the biggest project. And then of course, along the way there are smaller projects, like if people need their brain created, if they need print materials, that’s all done within that 90 days.

Becky Coplen: We’ve talked about this, on a couple of episodes ago with someone else in people who are a therapist or are licensed or trained in a certain way, but they’ve gone into the business realm of it. I have a senior who’s getting prepared to go to college, and so we’re looking into careers and all that, and it’s so fun when careers clash. Like maybe you want to be a social worker, but now they’re writing for you. So yeah, that’s really cool. Talk a little bit about the marketing side. We’ve talked about building it all and the timeline, but then what are some of the processes that you would look at with someone you would help in getting it out to their area? Or another thing I’m thinking about too, is how much are people pushing themselves out across state lines if they are licensed as opposed to before, you might just stay in your local town or suburban area. Does that make sense?

Tighe O’Connor: Yeah, that’s a good question. And I think could you like break apart marketing and advertising into two big categories? One is what’s called acquisition. Right. But it’s bringing people to oh, “I’m clicking on a link.” “I’m learning about you for the first time.” “I’m coming to your door, let’s say as a metaphor,” and then you have the second piece of it, which is really being effective and impressive once they found you. We as a agency, we mostly focus on that latter part of really building a strong website, a strong social media presence, a strong email campaign which we can get into. And a lot of that’s really effective. Once someone’s found you, for example, we over the last two years have worked with this counting center out of new Jersey. And they came to us, but they were somewhat effective. People knew about them. They had a Psychology Today profile and maybe another one somewhere else. And once we made a website for them and really built up their platform online, they told us last month that they’ve been getting like 100 leads a month via forms because they had some of the trickle coming in, but none of the effectiveness once they got there. So I’ll kind of lay the groundwork with those being the two main pieces there. And so if you are looking for acquisition, that’s where honestly, it can get pretty expensive too, right? Because we’re talking like paid advertising. So you’re reaching out to people who aren’t necessarily there’s a lot of competition. They aren’t necessarily looking for you or paid advertising or organic search can be a big one for that. That’s where content is super helpful and I know we can. That’s a whole other avenue we can get into of how you do write content to help organically attract people. But paid advertising searches are those big ones. Whereas once someone finds you, that’s where I find the website. Social media email can be helpful for nurturing, and engaging the audience once they found you. And we can dive into any of those topics if you’d like.

Becky Coplen: Oh no, that was good. I was thinking with specifically the company and or center in New Jersey with that, Do you coach them all or help them all out with. Now, they have so many people coming to them, that they need to hire. Is that ever part of the discussion, like how big the practice needs to be, or do you guys stay out of that part?

Tighe O’Connor: We typically stay out of that part. We’re always a listening ear and helpful to give our opinions because we’ve worked with so many companies. But typically this is someone who they have a goal in mind of where they want to be. So, either someone wants to be an individual practitioner or they want to expand. And so they typically have that or a business coach along their side to help out with that.

Becky Coplen: Okay, 100 more leads and they’re like, we only have three therapists. Yeah. We talked what’s out front for the whole world to see. But let’s talk about some of the behind-the-scenes in managing payment systems and optimizing the financial aspects of owning a practice.

Tighe O’Connor: Yeah, we actually don’t do too much work with that. So I’m sure there are a lot of great third-party platforms out there, but mostly we focus on, call it the marketing side of things.

Becky Coplen: That makes sense. I saw that in there. I just wanted to check on that. I feel like when I look at a lot of people’s websites, they keep that a little bit hidden. Yes, occasionally you’ll see it. And so is that part of the marketing strategy? Like you want the people to connect and then they give the breakdown of cost or just what’s your thought about that?

Tighe O’Connor: Yeah. So there are three avenues you can take. And then I guess we can talk about the benefits of each. The first one is that it’s right out in the open. There’s a button called pricing. I click it and I see it. What seems to be most effective is when you’re more budget-friendly because then you’re someone’s going, oh, okay, that’s cheaper than what I’ve seen or got quotes from. Let me try that out. So for the budget-friendly person, that’s good. I’ll skip the second option. The third option would be like you said, I need to actually have that first session or call you up to have a free evaluation to kind of talk about and chat about it, which of course is probably better for someone who is on the higher end where you really want to meet face to face, sell your expertise, show why you’re different, have that ability or that chance for that emotional connection right off the bat. So that way that price isn’t as much of a shock. They’re already a little bought in. That middle option is doing a gated approach. And so I’ve seen this done a little bit where don’t just give away that super valuable information for free. Right. Have a button where you click pricing, and then someone has to enter in their email to get that pricing. So that way you’re getting something for that exchange of information people really care about. And that can be really effective because then again, you have their email where you can then market to them. And maybe that was a bit of a sticker shock when they first saw the price. But then over the next three six, who knows how long months they’re getting some emails from you that you’re showing your expertise, you’re showing your knowledge in the area and then maybe a while that sticker shock is worn off and they’re ready to make a decision will be the second option.

Becky Coplen: That’s so interesting. I was just thinking about when I sign up, whether it’s a store or wherever, and people live very busy lives, right? I have four kids and I’m a school counselor, and sometimes you are interested in something for two minutes, but then you really can’t address it again for five days. So I can see where getting that email. And they’re like, hey, I’m here. Maybe it’s time. Nope. Not that. Not till next month. So you talked about the center in New Jersey that’s had some really great success in working with you. Are there other places or organizations that you wanted to share? It doesn’t have to even be by name where you’ve helped people be successful, or especially if someone was really struggling and then you brought them out of that.

Tighe O’Connor: Yeah, honestly, where we come and help the most, I’d say, is with someone who, let’s say they own a counseling center and they are doing everything. Like maybe they have a couple of therapists, but they are trying to deal with their own client load and trying to do all the marketing. They’ve maybe tried a few different avenues to try to offload that, where they’re maybe going to Fiverr or going to someone that they know and they spend some money to get it done for cheap. They get it back, and then they have to spend an equal amount of time editing it and making it right, as opposed to just doing it themselves. And so where we find people to be happy is they can offload that work to us, knowing that they’re having licensed therapists. Right. This content. Look at this content. We have a great marketing director who’s able to think strategically about how it’s being used. And so they don’t have to really edit it or look at it at all. They take a glance at it, thumbs up, and it goes out to the world because it’s very personal. Again, if a lot of people use their name as their practice, right? So they don’t want to put out stuff they don’t agree with or don’t approve of, and so having a company that really cares about that, that quality level is pretty important.

Becky Coplen: Is there anything else that you feel like we didn’t get to talk About that, you wanted to share about your company or any advice for people who may have been doing this a long time? Or maybe they are just starting out. People who have done this a long time with the whole new thing of so much online now and telehealth, I feel like maybe a lot of those people have had to revamp what they’ve been doing.

Tighe O’Connor: Yeah, probably the most valuable thing I could say is talking about like website platforms, because I find most people, they really get stuck there. They don’t know what the best approach is, and they end up making some really expensive mistakes when it comes to that realm. But the first hit on like online therapy, I think really look and invest in good third-party platforms that are out there. And because that will make your life a lot easier. But let’s jump into the website platforms. To me, the best way to explain the different platforms that are out there is on a spectrum. On one end of the spectrum, we have platforms like Squarespace, on the other end, you have like fully custom development, and one isn’t better than the other. On the Squarespace side, on this side over here, websites have very limited control. There’s not much that you’re able to do on the site. There’s tons of functionality. It’s locked down. But that could be a good thing because what that gives you is a very low cost to build and maintain. It’s very easy to use, really easy to design, where again, for example of Squarespace, we use that all the time for some lower budget projects because we can get that up and running really quickly, and then even hand it off to the therapist where they can easily manage it on their own because there’s limited control. It’s really hard to screw it up. And so I think that’s one good area. Whereas on the other side with let’s say WordPress or custom development, I’m sure a lot of therapists out there were sold on it because it’s like, oh, this is what the web’s built on. This is it can do anything you want it to do. It has all this functionality, it’s unlimited, which is true, and that’s great. But you don’t need a lot as a therapist for your website. You don’t need crazy functionality. And so all that got you was something really expensive that you have to build and maintain. A lot of people are paying monthly fees just to keep their site running, which you absolutely do not have to do today because you have proprietary sites like Squarespace that just they just work. You don’t have to maintain it and pay for it. And it’s hard to use. It’s hard to design. And so that means is you have to pay really expensive people to do really time-consuming work. And so for us, for those more high end projects that we work on, where someone does want something more custom, we use a platform called Webflow, which is a it’s an upcoming platform. I don’t think a lot of people here have heard about it, but it’s amazing that it allows someone to go in and build something really custom, really unique. But it can be done a lot faster. It’s a little easier to maintain, and you don’t have to pay that monthly maintenance fee because it’s proprietary software where it’ll just it’ll run. You don’t have to update plugins and everything like that. So to us, those are the two main platforms. If it’s low-end, budget-friendly, it’s Squarespace. If you want something more custom and have a little bit more money, go to Webflow. I think that’s pretty helpful.

Becky Coplen: No, that was super helpful. Thank you for breaking down three huge options. I feel like I learned a lot for sure. Thank you so much Thighe for being on here with us today. Today we learned a whole lot of the business side of counseling, and I think that what stood out to me the most is the people that you’re part of your marketing team, they know all about the world of counseling as well from their training. So, we really appreciate that. And I could see some of our listeners reaching out to you for help. Thank you for being here today.

Tighe O’Connor: Absolutely. Thank you for having me.

Becky Coplen: And to our listeners, thanks so much for tuning in. Please let us know what questions you have, and what information you want. In the future, we’ll have more episodes as we continue to delve into the world of counseling and therapy. Have a wonderful day! You’ve been listening to the Mastering Counseling podcast by mastersincounseling.org. Join us again next episode as we explore what it takes to be a business success in the counseling industry.