Therapeutic Fitness, The Cunard Building

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Do(n't) Go Changing: The Paradox of Psychotherapy

Therapy is a marketing nightmare. Marketing works emotionally. It offers you something aspirational to reach for. If I ran a shampoo or a training shoe brand, I could market to you by offering you a better version of yourself. Look you can have shinier hair or better fitness. My implicit promise is that you will then, in turn, feel a greater sense of accomplishment, ‘Just do It’, or self-esteem, ‘Because you’re worth It.’ When it comes to the marketing of psychotherapy, its a different game. Try this on for size. Come to therapy, there are no guarantees of success, the time frame can be ambiguous, it’s likely to make you feel worse before you feel better. It might not help you feel any diffe