Let’s get one thing straight right off the bat: selling your therapy services isn’t icky.

Making your work visible, letting people know how to work with you, and getting paid for the life-changing support you provide? That’s not sleazy, that’s necessary. And it’s how your dream clients find you, trust you, and say yes to their own healing journey.

That said, I know what it’s like to hit “post” on something that says “book now” and feel like you need a shower afterwards. So, if the phrase “promote your offer” makes you want to hide under a weighted blanket, this is for you.

Here are five ways to sell your services without the cringe, all rooted in clarity, connection, and kindness.

1. Offer a free discovery call, but frame it as clarity, not commitment

Instead of “book a free consultation,” try positioning your discovery calls as a space for exploration. You’re not asking someone to commit to therapy on the spot, you’re inviting them to take the first step toward clarity.

Try this CTA:
 “Not sure if therapy is right for you right now? Let’s talk it through. Book a free 20-minute Clarity Call to explore what support could look like.”

2. Create a free resource that speaks to their biggest challenge

A lead magnet (freebie) is an amazing way to sell, without selling. When you give people something genuinely helpful, you build trust, grow your email list, and stay front-of-mind when they are ready to work with you.

Whether it’s a grounding meditation, a journal prompt pack, or “5 signs you might be experiencing burnout,” make sure it speaks to something real they’re going through.

Try this CTA:
“Struggling to switch off at night? Download my free evening wind-down guide — 10 minutes to calm your nervous system and set yourself up for better sleep.”

You’re solving a problem now and gently opening the door for deeper work later.

Need some ideas? Here are 50 to get you started!

3. Share a story that ends in an invitation

You know I love a good story. And your audience does too. Talking about a transformation — yours, a composite client (ethically anonymised, of course), or even a common struggle you help with — allows people to see themselves in your work.

Then, when you offer your service, it feels like a natural next step, not a sales pitch.

Try this CTA:
“If this sounds familiar, you’re not alone, and you don’t have to figure it out on your own either. I’ve got a few spaces open for 1:1 therapy right now. Link in bio to find out more.”

You’re not pushing. You’re guiding.

4. Use a “soft sell” carousel or post that leads with value

Think: “3 things I wish my clients knew when they first started therapy” or  “Before and after therapy: what changes (and what doesn’t)”

At the end, invite people to take the next step. These posts build credibility and trust, and they gently plant the seed that you’re available for support.

Try this CTA:
“If this resonated with you, I’d love to support you through it. You can read more about how I work or book a free call through the link in my profile.”

It’s an offer, but it feels like part of the conversation.

5. Remind people what they’re moving towards, not just what they’re stuck in

Therapy is about hope. Growth. Healing. Remind your audience of that. When you talk about the transformation (not just the problem), your “sales” posts become inspiring, not salesy.

Try this CTA:
“You don’t have to keep holding it all together on your own. Therapy can help you feel calmer, more confident, and more like you. Let’s talk.”

You’re not just selling therapy. You’re selling the possibility of a better life, and that’s a beautiful thing.

Final Thoughts

Selling doesn’t have to feel gross. When you lead with heart, honesty, and helpfulness, you’re not being “too much.” You’re being visible. And that’s how your dream clients find you.

So let’s reframe it: You’re not being pushy. You’re making it easier for someone to say yes to themselves.

And that’s never icky.

Need help showing up and selling in a way that feels aligned and easeful?

Book an Empower Hour with me and I’ll help you get clear on how to talk about your work in a way that actually feels good.