What does it actually look like to market your work… without losing your humanity?

In today’s episode of Selling the Couch, I’m joined by Shayna Vance Roman to explore a powerful and often overlooked idea: human-centric marketing—and how to apply it in a way that feels grounded, ethical, and aligned.

If you’ve ever felt uncomfortable with marketing… overwhelmed by social media… or unsure how to grow your practice without becoming someone you’re not, this conversation is for you.

In this episode, we explore:

• What human-centric marketing really means (and why it matters more than ever)
• Why marketing can start to feel “transactional” instead of relational
• The tension between running a business and staying values-driven
• The rise of therapist influencers, audience growth, and revenue pressure
• How to create content that feels authentic, not performative
• Practical ways to build connection, compassion, and trust online
• The role of AI in marketing and how to use it without losing your voice
• Why “less but better” content may be the future

A few key takeaways:

• People aren’t just “clients” or “data points”, they’re humans navigating real struggles
• Your website, social media, and content should meet people where they are
• You don’t need to post constantly (consistency ≠ overproduction)
• The goal of marketing isn’t just visibility, it’s trust and connection

At the end of the day… Marketing isn’t about getting more people in the door.

It’s about helping the right people feel seen, safe, and supported, before they ever reach out.

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RESOURCES

Connect with Shayna:

🌐 https://shaynavanceetc.com

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