Fishing for Your Ideal Client

Standing at the edge of our old wooden dock in my lucky fishing outfit–a leotard, cut-off jean shorts, and those unmistakable red + black cowboy boots adorned with white stars–I spent countless golden hours fishing with my Poppy, learning life’s lessons one cast at a time. It was probably 1992, and I can still smell the lake water + feel the soft breeze of the Michigan summer evenings on my cheeks. I can still hear the chuckle of old men on neighboring docks as I pulled the biggest bass of the evening out from the cool lakewater + Mr. Tyler yelled over to my Pop, “I think it’s the boots!” 

But those moments weren’t just about catching fish; they were lessons in patience, precision, and strategy. Fast forward to today, I continue this tradition with my own children, teaching them the nuances of fishing in our happy place out on the pier as we all race to catch the biggest bass of the season. My kids are still at an age where everything is exciting and curious and questions pour from their tiny faces. Why do we use this bait? Why don’t we use the hot pink one? Won’t the fish think that’s pretty? Why does live bait just work better? My husband and I do our best to patiently explain–again–that it’s not just about throwing a line into the water; it’s about knowing what appeals to the bass. And when my son begs my husband for the 17th time in 4 nano-seconds to catch minnows to use as bait, my husband uses a specific size net, understanding that the right tool is essential for the desired catch.

This is where the parallel to private practice becomes strikingly clear. As a private practice owner, understanding + targeting your ideal client is akin to choosing the right bait or net in fishing. If your aim as a psychologist is to attract women of color who are entrepreneurial working moms, then you don’t need to worry about whether or not your marketing efforts will resonate with single males who work on an assembly line… right? This doesn’t mean neglecting other potential clients, but it does mean recognizing that a well-defined target audience allows for more efficient + effective marketing strategies. 

Just as in fishing, where using the wrong bait or net size can mean the difference between winning the family fishing competition and coming up empty, in private practice, not focusing your efforts can lead to wasted resources and missed opportunities. Your marketing should speak directly to the needs, aspirations, + challenges of your chosen demographic, creating a connection that feels personal and genuine to your ideal client. 

The lesson from the dock is clear: success, whether in fishing or in business, comes from knowing your target + tailoring your approach accordingly. I encourage you to spend a little time thinking about fishing + consider whether you’re using the right nets in your private practice. By doing so, you’ll not only enhance your marketing but also force deeper connections with those you already serve.