From registration to the live room

Hey {FIRST NAME},

Your seat's saved for The Private Pay Masterclass. Yay!

We're live on Tuesday, October 27 at 7:00 PM ET (4:00 PM PT), and it runs about 75 minutes. Here's your link: [WEBINAR LINK]

Pop it in your calendar now, because Tuesday evenings fill up fast after a day of sessions: [CALENDAR LINK]

I also made you something. It's called the Off-Insurance Script Pack. It's the exact words for telling your current clients you're going private pay, and for saying your fee on an intro call without your voice going up an octave (mine used to).

I'm not sending it by email. It's waiting for you in the WhatsApp group for therapists who registered, along with the reminders on the night: [WHATSAPP GROUP LINK]

On the 27th I'm going to show you three things:

1. How to get off insurance panels and charge $200+ a session without losing your caseload. The words I used to tell my clients I was going private pay, and how I got to $250 a session three months later.
2. How to write Reels with the reflective listening you already use in session. Why the right client follows the therapist who says her thoughts out loud, and DMs her a week later.
3. How to run an intro call that turns a follower into a full-fee client. How to say your fee so she asks "when can we start?" instead of "let me check my insurance."

See you Tuesday night.

Hey {FIRST NAME},

Can I tell you the one idea that filled my caseload?

Marketing, at its core, is reflective listening.

That's the whole idea, and you already do it every day. In session, your client says something, you reflect it back, and she feels understood. That's the moment she starts to trust you.

On Instagram, you do the exact same thing. You just reflect what your ideal client is thinking before she's ever met you. The thought she has at 2 AM. The thing she'd never say out loud at work.

When she hears you say it better than she could, she thinks, OMG, I need HER to be my therapist. And she books, at your full fee, because she already feels understood.

Most therapists post tips. Five coping skills, the signs of burnout, a pretty infographic. They're helpful, and nobody books from them.

On Tuesday I'll show you how to write Reels with the reflective listening you already use in session, with a real example you can film the next morning.

Hey {FIRST NAME},

Quick math, because this is the part that made me brave.

34 sessions a week at $90 from insurance is about $3,060.

15 sessions a week at $250 private pay is $3,750.

More money, with less than half the sessions. Fewer notes, fewer cancellations to chase, more energy for the clients you do see, and actual evenings.

That's what private pay really is. It isn't about being greedy. It's about being able to do this work for the next twenty years without burning out.

And it's not a fantasy number. My student Jessica built a full private-pay caseload in 8 months and sees 15 clients a week, so she gets more time at home with her family.

On Tuesday I'll show you how to get off insurance panels and charge $200+ a session without losing your caseload, including the exact words I used with my own clients.

Hey {FIRST NAME},

In March 2020 I started seeing clients at a group practice in the evenings, on top of my nonprofit job. The pandemic hit the next day.

In October 2020 I started my Instagram, @sitwithkelly. I posted for three months and got zero clients. Zero! I almost quit.

Then I changed what I was posting. I stopped sharing tips and started saying what my ideal client was thinking. And in January 2021, I got my first private-pay client from Instagram.

February, I quit my nonprofit job. March, I told my clients I was getting off insurance panels (the scariest email I've ever sent). By June, I had a full caseload of private-pay clients at $250 a session.

My first full year in private practice, I made $250,000. Business Insider wrote about it, and that's when therapists started flooding my DMs asking how.

I'm telling you this because if you've tried Instagram and nothing happened, you're not behind. You're right where I was before it clicked. Tuesday, I'll show you what clicked.

Hey {FIRST NAME},

The number one thing therapists tell me: I don't have time to be on Instagram all day.

You don't need to be. I post three times a week, on the same three days, so the algorithm learns who to show me to. The rest of the week, I live my life (and now chase a baby around).

You also don't need to dance, chase every trend, or have a big following. One of my students, Monica, raised her fee by $50 after starting PPA and took on 10 new clients in 6 weeks.

What you need is the right 500 people to feel deeply understood, three times a week.

On Tuesday I'll show you the three-part formula I use for every Reel, and you'll be able to film your first one in your kitchen in five minutes.

Hey {FIRST NAME},

I want you to meet Caitlin.

Caitlin is a perinatal therapist. She was working at an insurance-based group practice, making $45 a session.

She went through the Private Practice Academy, started her own practice, and rebuilt her caseload by going private pay. Now she charges $200 to $250 a session and runs a well over six-figure business, seeing 15 to 18 clients a week.

What I love about her story is how normal her path was. She didn't go viral. She streamlined her intro calls, transitioned her clients carefully, and started bringing in new private-pay clients from Instagram, consistently.

That's exactly what we're walking through on Tuesday.

Hey {FIRST NAME},

Can I say something you might need to hear?

It was never that you're bad at marketing, or too awkward on camera, or not interesting enough. You were trained to be a clinician, and nobody in grad school taught you a single thing about running a business.

You're not supposed to know how to build a private practice. I only knew because I spent 8 years in nonprofit management and got an MBA, which is a very long way around.

The good news is that the most important marketing skill is one you already have. You listen, you reflect, and people feel understood. That's what makes someone pay $250 a session out of pocket.

On Tuesday I'll show you how to point that skill at the client who hasn't found you yet.

Hey {FIRST NAME},

Here's your homework. It takes two minutes.

Think about your favorite client, the one you'd love a whole caseload of. Now write down three things she says to herself at 2 AM. Not the clinical version. Her words.

Something like: why can't I just relax like everyone else? Or: if I stop achieving, who am I? Or: I said no worries and then worried about it all night.

Bring those three lines on Tuesday. Every one of them is a Reel, and I'll show you exactly how to turn them into one, using a three-part formula: her thought, name it, and the invite.

Write them in your notes app right now, while you're thinking about it.

Hey {FIRST NAME},

I get the same few questions in my DMs before every masterclass, so here are the honest answers.

I take insurance right now. Is this for me?

Yes. Most of my students started on panels. We'll talk about how to transition carefully, including the exact words to use with your current clients.

I only have a few hundred followers.

Perfect. You don't need a big following to fill a caseload. You need the right people to feel understood.

I hate being on camera.

So did I at first. You'll see Reels on Tuesday that take five minutes to film and don't require you to be bubbly or trendy.

I'm pre-licensed. Is it too early?

Rachel joined the Private Practice Academy while she was still in grad school, and filled her caseload with cash-pay clients as a pre-licensed therapist. It's not too early.

If you've got a question I didn't answer, bring it Tuesday. I stay on for Q&A at the end.

Hey {FIRST NAME},

Tomorrow's the day! Here's how to get the most out of it.

1. Your number. Think about the income you actually want this year, and how many clients a week you want to see. We'll turn that into your fee, live.
2. Your three 2 AM thoughts. The homework from yesterday. They become your first three Reels.
3. Something to write on. I'm giving you real scripts, and you'll want them.

And stay until the very end. I've got a free gift for everyone who's still there, and it answers the question I get asked more than any other.

We start at 7:00 PM ET. Here's your link: [WEBINAR LINK]

Hey {FIRST NAME},

It's today! We go live at 7:00 PM ET (4:00 PM PT).

Here's what we're covering:

1. How to get off insurance panels and charge $200+ a session without losing your caseload. The words I used to tell my clients I was going private pay, and how I got to $250 a session three months later.
2. How to write Reels with the reflective listening you already use in session. Why the right client follows the therapist who says her thoughts out loud, and DMs her a week later.
3. How to run an intro call that turns a follower into a full-fee client. How to say your fee so she asks "when can we start?" instead of "let me check my insurance."

Plus the one sentence I say when someone asks, do you take my insurance? It turns the moment most therapists dread into a yes.

Your link: [WEBINAR LINK]

Hey {FIRST NAME},

We start in one hour!

Here's your link so you don't have to go looking for it: [WEBINAR LINK]

Grab your tea, your notebook, and those three 2 AM thoughts. See you in a bit.

Hey {FIRST NAME},

We're live right now. Come on in: [WEBINAR LINK]

We're starting with a quick true or false quiz, so you haven't missed anything yet.

Hey {FIRST NAME},

If your last session ran over, you're fine. We're just getting into the first secret: how to get off insurance panels and charge $200+ a session without losing your caseload.

Jump in here: [WEBINAR LINK]