Ep 10 - Marketing Yourself as an EMDR Therapist — With or Without Certification

Marketing your therapy services can feel overwhelming—especially when you’re not sure if being EMDR-certified makes a difference. In this episode of Scaling Up Your Impact, Kelly Smyth-Dent breaks down what actually attracts clients and how to market yourself as an EMDR therapist, whether you're trained or certified.

We go beyond the usual tips and dive into:

• The difference between marketing and selling
  
  
• How to price and package EMDR services with confidence
  
  
• Creative outreach ideas like experiential, educational, and relationship marketing
  
  
• Ethical selling strategies that align with trauma-informed care
  
  

Whether you’re just starting or ready to grow your reach, this episode will give you actionable, values-driven tools to expand your impact—without compromising who you are.

👉 Learn more or find trainings to support your growth at scalingupemdr.com

Transcript

[INTRO]

Welcome back to Scaling Up Your Impact—the podcast for trauma-informed therapists who want to expand their reach, deepen their clinical work, and stay connected to their purpose without burning out.

I’m Kelly Smyth-Dent, founder of Scaling Up, and today we’re talking about how to market yourself as an EMDR therapist, regardless of whether you’re certified, newly trained, or somewhere else on the journey.

We’re going beyond basic marketing advice to explore positioning, pricing, packaging, community engagement, and selling—all through a trauma-informed, ethical lens.

Let’s get into it.

[Segment 1 – EMDR Trained vs Certified: What Matters in Marketing]

Let’s clear up a big question right away:
 Do you have to be EMDRIA-certified to market yourself as an EMDR therapist?

No, you don’t.

Once you complete EMDRIA-approved Basic Training and your required 10 hours of group consultation, you are considered EMDR-trained. You can ethically and professionally advertise that you provide EMDR therapy.

Certification is valuable—it builds confidence, enhances your skillset, and adds credibility—but it’s not a requirement to begin marketing your services or attracting EMDR-specific clients.

What clients actually care about is:

• Can you help them feel better?
  
  
  
• Can they trust you?
  
  
  
• Do you offer something they’ve heard works for trauma, anxiety, grief, or overwhelm?
  
  
  

That’s the foundation of your marketing message—not your certifications or how many letters follow your name.

[Segment 2 – Positioning Yourself Authentically]

Here’s the truth: people don’t choose therapy based on your credentials alone. They choose you because of how you make them feel.

So your marketing shouldn’t just explain what EMDR is. It should reflect:

• Your values
  
  
  
• Your voice
  
  
  
• And the experience clients can expect with you
  
  
  

Ask yourself:

• What do I want clients to say about our work together?
  
  
  
• What kind of transformation do I help them move toward?
  
  
  
• What populations do I feel called to serve?
  
  
  

Build your brand around that—and it won’t feel like marketing. It’ll feel like alignment.

[Segment 3 – Marketing vs. Selling: Know the Difference]

Here’s something therapists are rarely taught: Marketing and selling are not the same thing.

Marketing is everything you do to attract attention and build trust—your website, your content, your speaking engagements, your referral network. It’s about visibility and clarity.

Selling happens when someone expresses interest—and you guide them toward a decision.

Marketing is:

• “I help trauma survivors heal using EMDR and other somatic tools.”
  
  
  
• “Here’s a blog on how EMDR can help with panic attacks.”
  
  
  
• “Join me for a free trauma education workshop.”
  
  
  

Selling is:

• “Let’s book a consultation to see if this is a good fit.”
  
  
  
• “Here’s how the therapy process works, what it costs, and what to expect.”
  
  
  
• “Here’s why I recommend starting with weekly sessions for the first month.”
  
  
  

Understanding the difference empowers you to market with confidence and sell with integrity—without feeling pushy or misaligned.

[Segment 4 – Foundational Strategies That Still Work]

Let’s get the basics out of the way first—because yes, they still matter:

✅ Your Website
 Make sure it clearly explains what EMDR is, who it helps, and how you use it. Include a short video or a simple breakdown of what a session might look like. Keep it human and non-clinical in tone.

✅ Blogging & SEO
 Write blog posts answering common client questions like:

• “Can EMDR help with anxiety?”
  
  
  
• “What is EMDR like for trauma survivors?”
   Use simple language and include local keywords to show up in searches.
  
  
  

✅ Email Marketing
 Even a short, monthly newsletter with a helpful tip or client story can keep you top of mind. Make it less about promotion and more about education and connection.

✅ Social Media
 Yes, it’s saturated—but it still works if you’re consistent. Use reels or short posts to explain EMDR concepts or offer grounding tips. Always include a call to action, like “Book a consultation” or “DM me to learn more.”

But now let’s go deeper—because we know you’re looking for creative, community-centered ways to build trust and visibility.

[Segment 5 – Beyond Social Media: Creative, Trauma-Informed Marketing]

Let’s move beyond blogs and Instagram reels (though those are helpful) and talk about marketing strategies that connect deeply with your community.

🧠 1. Educational Marketing

Position yourself as a trusted expert by offering:

• Free workshops for the public or professionals
  
  
  
• CE events for other clinicians
  
  
  
• School or agency presentations on trauma-informed care or regulation skills
  
  
  

Topics could include:

• “EMDR for First Responders: What to Expect”
  
  
  
• “How Trauma Affects the Brain—and What Helps”
  
  
  
• “Regulation Tools for Teens Experiencing Panic”
  
  
  

These don’t need to be flashy—just helpful, clear, and grounded in what you already know. Educational marketing builds authority and generosity-based trust.

🌿 2. Experiential Marketing

Let potential clients or referral sources experience what working with you might feel like.

Try things like:

• Offering a short guided bilateral stimulation experience during a community event
  
  
  
• Hosting a “Resourcing & Regulation” evening where you lead butterfly tapping and visualization
  
  
  
• Partnering with a yoga teacher or doula to teach about trauma and nervous system care
  
  
  
• Offer “Try EMDR” days with reduced fees for the first session, especially for populations unfamiliar with it
  
  
  
• Host a pop-up event in your community that builds connection, reduces stigma and lets them know you’re there when needed
  
  
  

Letting people feel their nervous system shift—even slightly—can make EMDR go from “that weird eye thing” to something they’re ready to try.

🤝 3. Relationship Marketing

Relationship marketing is one of the most powerful—and most overlooked—ways to grow your practice as an EMDR therapist.

At its core, relationship marketing is about building trust with real people in your community—so that when they meet someone in need, they think of you. It’s slow-burn, high-trust, and incredibly effective over time.

Start with this mindset:
 You're not just "getting your name out there."
 You're positioning yourself as a valuable partner in someone else’s care ecosystem.

✳️ Where to Start:

Think beyond other therapists. Reach out to:

• Primary care providers who see clients with chronic stress, sleep issues, or panic
  
  
  
• OB/GYNs and doulas who work with birth trauma
  
  
  
• Veteran services, law enforcement agencies, or first responder unions
  
  
  
• School counselors, college wellness centers, or early childhood programs
  
  
  
• Chiropractors, acupuncturists, and somatic practitioners
  
  
  
• Clergy members or spiritual leaders who support people through grief or transitions
  
  
  

Each of these people interacts regularly with individuals who have experienced trauma—but may not have the words for it. They need someone they can trust to refer to—someone who can hold that trauma safely and effectively.

💡 How to Build the Relationship:

• Start with education: Offer a short lunch-and-learn, handout, or resource that explains what EMDR is and how it helps. Don’t overwhelm them—just show them you can be part of the solution.
  
  
  
• Make it about their population: Instead of saying “Here’s how EMDR works,” say “Here’s how EMDR can help your patients who keep returning with anxiety or pain but no clear diagnosis.” Make it relevant.
  
  
  
• Follow up without pressure: Send a thank-you email or drop off a short tip sheet (e.g., “5 Ways to Support a Patient After a Traumatic Event”). Keep your name connected to helpfulness, not hustle.
  
  
  
• Offer easy referral pathways: Let them know how to refer. Do they just need to hand out your card? Can they email you? Do you have an online referral form? Reduce friction.
  
  
  
• Be consistent: Relationships take time. Check in quarterly. Send a helpful resource. Invite them to a free training or workshop. You’re not just selling therapy—you’re cultivating trust and shared purpose.
  
  
  

📦 Bonus: Co-Branded Community Resources

Consider creating a downloadable handout or short video series that serves both your clients and their community providers. For example:

• “How to Support Your Partner After Trauma”
  
  
  
• “Signs Your Child Might Be Holding Trauma in Their Body”
  
  
  
• “What to Know About EMDR as a First Responder”
  
  
  

If you're up for it, co-create one of these resources with a trusted referral partner. It deepens the relationship and expands your visibility to their network too.

[Segment 6 – Pricing & Packaging for EMDR Services]

Many therapists get stuck here—so let’s talk pricing.

Pricing isn’t just about your hourly rate. It’s about:

• Clarity (clients should know exactly what they're getting)
  
  
  
• Alignment (your rate should reflect your training, time, and value)
  
  
  
• Accessibility (offering a limited number of sliding-scale or group options can increase impact)
  
  
  

You might consider:

• Packaging EMDR sessions: Offer a 4- or 8-session EMDR intensive block with a clear goal (e.g., “reduce reactivity to a recent trauma,” “prepare for surgery,” etc.). Get creative while staying within your scope and state guidelines.
  
  
  
• Tiered pricing: One rate for individual therapy, another for intensives, and another for group or psychoeducational services
  
  
  
• Niche-specific offers: For example, an EMDR package designed for first responders, birth trauma survivors, or clients navigating grief
  
  
  

Your job isn’t to be the cheapest therapist. Your job is to articulate the value of what EMDR offers—nervous system relief, trauma healing, and hope.

[Segment 7 – Selling EMDR Services Without Feeling Salesy]

Here’s how to make selling feel aligned and ethical:

✅ Invite, don’t push
 Instead of “You should book now,” try “If this feels like something that could help, I’d love to connect for a consultation.”

✅ Use real-life language
 Skip the jargon. Say: “We use bilateral stimulation to help the brain process trauma more effectively” instead of “We follow an 8-phase protocol.”

✅ Paint the picture of transformation
 Help clients visualize the before and after:

“Most of my clients come in feeling stuck or overwhelmed—and leave feeling more grounded, more hopeful, and more connected to themselves.”

✅ Anticipate objections
 Instead of getting defensive when someone says, “I’ve tried everything,” empathize and explain how EMDR works differently—especially with trauma that’s stored in the body.

[OUTRO]

To recap:

• You don’t need to be certified to market EMDR ethically and effectively
  
  
  
• Marketing is about connection and trust
  
  
  
• Selling is about guiding people toward a decision
  
  
  
• And creative strategies like workshops, experiences, and professional in-services can make you unforgettable
  
  
  

If you want support building an EMDR-informed, trauma-conscious business, check out our trainings and community at scalingupemdr.com.

Until next time—keep showing up, keep growing, and keep scaling up your impact.