“I hear Building a StoryBrand is a must-read for mental health professionals who want to show up on social media, connect with the right audience, and grow their impact—but who has the time to sit down and read it?”
I got you, bestie!
Here’s the no-fluff breakdown so you can apply it right away and start creating content that truly resonates and brings in the right clients!
Donald Miller’s Building a StoryBrand is all about making your messaging clear, simply, and story-driven. If you’re a therapist, psychologist, or mental health coach trying to grow online, this framework will help you:
- Attract the right clients
- Make your message easy to understand
- Stand out in a crowded mental health space
How to Apply Building a StoryBrand Framework to Your Mental Health Practice
1. The Client is the Hero, Not You
Many mental health professionals make the mistake of centering their content around themselves:
🚫 “I have 10 years of experience.”
🚫 “I specialize in trauma, anxiety, and relationships.”
🚫 “I use a client-centered, integrative approach.”
While these things are important, your audience doesn’t care—at least not right away. They care about themselves and their struggles. They need to see how you can help them.
✅ Instead of: “I’m a licensed therapist specializing in trauma.”
🎯 Say: “Feeling stuck in the past? Therapy can help you move forward with confidence.”
✅ Instead of: “I help clients heal from anxiety and stress.”
🎯 Say: “If your mind won’t slow down and you’re exhausted from overthinking, you’re not alone—and it doesn’t have to be this way.”
Takeaway: Make your audience the hero of the story, and position yourself as the guide.
2. The Hero Has a Problem (and You Need to Speak to Them Clearly)
People seek therapy or mental health support because they’re struggling. Miller breaks problems down into three levels:
- External: The obvious problem (e.g., “I can’t sleep because of anxiety.”)
- Internal: How they feel about it (e.g., “I feel weak for struggling with this.”)
- Philosophical: The bigger, deeper frustration (e.g., “I shouldn’t have to feel this way. Life shouldn’t be this hard.”)
Most mental health professionals focus only on external problems in their content—”I help people with anxiety and depression.” But to truly connect with potential clients, you need to address their internal struggles too.
✅ Instead of: “I help people with burnout.”
🎯 Say: “If you feel exhausted no matter how much you rest, it’s not just in your head—burnout is real, and you deserve support.”
✅ Instead of: “I work with anxious clients.”
🎯 Say: “You’re not broken for feeling anxious. Let’s work together to help you find calm again.”
Takeaway: Show potential clients that you see them and understand their struggles on a deeper level.
3. You Are the Guide, Not the Hero
You’re not the main character—your client is. Your role? To be their trusted guide.
Think about Yoda in Star Wars or Dumbledore in Harry Potter—they’re wise, experienced, and show the hero the way forward. That’s you! But to be a good guide, you need to do two things:
✅ Show empathy – “I know what you’re going through, and I’m here to help.”
✅ Demonstrate authority – “I have the tools and experience to support you.”
🚫 Avoid: “I use evidence-based techniques like CBT and EMDR to treat trauma.”
🎯 Try: “Therapy isn’t just about talking—it’s about learning real tools to heal from the past and feel more in control of your life.”
🚫 Avoid: “I am a licensed therapist with a master’s degree in clinical psychology.”
🎯 Try: “I help people break free from patterns that keep them stuck, using research-backed tools that actually work.”
Takeaway: Position yourself as a trusted, approachable guide who understands their pain and can help them move forward.
4. The Guide Gives a Simple Plan
People don’t take action when they’re confused. Your job is to make working with you ridiculously simple.
Ask yourself: If someone lands on your social media, do they immediately know how to start working with you? Or do they have to dig through links, posts, and confusing jargon?
✅ Create a simple, 3-step plan:
Example for therapy:
1️⃣ Schedule a free consultation
2️⃣ Start therapy with a personalized plan
3️⃣ Feel more in control of your mental health
Example for mental health coaching:
1️⃣ DM me ‘CALM’ for a free stress-reduction guide
2️⃣ Book a 1:1 coaching session
3️⃣ Learn tools to manage anxiety and find balance
Takeaway: If the process is confusing, potential clients will move on. Keep it simple!
5. Call Them to Action (Tell Them Exactly What to Do Next)
If you don’t tell people what to do, they won’t do it. Your Call to Action (CTA) needs to be clear and direct.
🚫 Avoid: “Check out my website!” (Too vague—what should they do there?)
🎯 Try: “Book your free consultation today and take the first step toward healing.”
🚫 Avoid: “Follow me for more tips!”
🎯 Try: “DM me ‘GROW’ if you want to start attracting the right clients on social media.”
Takeaway: Be direct and make it easy for potential clients to take the next step.
6. Show Them What Happens If They Don’t Take Action
People need urgency to take action. Show them what’s at stake if they don’t seek help.
✅ Instead of: “Therapy can help with anxiety.”
🎯 Say: “If you keep pushing through without support, burnout can get worse. You don’t have to wait until you hit rock bottom to ask for help.”
✅ Instead of: “I help therapists grow their social media presence.”
🎯 Say: “If your content isn’t clear, potential clients will scroll past and choose someone else. Let’s fix that!”
Takeaway: Help them see that not taking action has consequences.
7. Paint a Picture of Success
Finally, show potential clients what winning looks like. What will life be like after working with you?
✅ Instead of: “I offer trauma therapy.”
🎯 Say: “Imagine feeling safe in your body again, knowing your past doesn’t define you. That’s what trauma therapy can help you achieve.”
✅ Instead of: “I teach stress-reduction techniques.”
🎯 Say: “Picture waking up feeling calm and in control, no longer overwhelmed by racing thoughts. That’s possible with the right tools.”
Takeaway: Help people visualize the transformation they’ll experience.
Make Your Message Clear, Relatable, and Actionable
Applying the Building a StoryBrand framework will help you:
✅ Stand out from other mental health professionals
✅ Make it crystal clear how you help clients
✅ Connect with your audience in a way that builds trust
And most importantly? It makes your content and marketing feel natural, not salesy.
If you’re ready to attract more of the right clients, make sure your messaging follows this story-driven approach. Your audience (and your practice) will thank you. 😊
