The biggest messaging mistake clinically-trained entrepreneurs make–and how to fix it

Today’s episode is something I’ve been thinking about for a while because I see it again and again—especially when I’m reviewing marketing from clients with clinical or academic backgrounds.

One of the BIGGEST messaging mistakes?
Being neutral. Staying neutral. Editing out your first-person experience.

Of course, if you’re still working as a clinician, therapist, or in a regulated space, you’ve got legal and ethical guardrails you need to honour. I’m not saying you throw those out. But you can still consider what your point of view is—and there are ways to include that in your marketing without sacrificing your integrity.

Clinical conditioning runs deep

If you come from a clinical or helping profession, you’ve probably been trained to be objective, balanced, and not to influence others with your own beliefs. This is essential in therapeutic settings.

But when you bring that same neutrality into your business?
Your content becomes vague. Watered down. Forgettable.
It doesn’t emotionally resonate with people.

We’ve been trained to hold space for others. Not take up space ourselves.

Why this makes your message flat

We’re used to taking ourselves out of the picture—to focus only on the client.
Even when writing notes, we leave out “I.” We literally remove ourselves from what we say.

Then we enter business and entrepreneurship… and we default to that same habit.
We become measured. Cautious. Neutral.
And our message becomes flat.

To stand out, you need to take a stand.

How I’ve seen this shift first-hand

Each week, I’ve started posting clear point-of-view content on Instagram—things I believe, things I’ve experienced, or things I see differently.

Yes, it’s felt scary and exposing.
But it resonates.
Engagement has gone up 300–400% compared to regular posts.

Why?
Because I’m saying something real.
Something that stops people mid-scroll.
And they connect because I’ve been where they are. Maybe just one or two steps ahead.

I’m not trying to be edgy.
I’m just saying something true.

There are lots of you. Why should someone work with YOU?

The reality is, there are many people in your space.
So it’s essential to show what makes you different.

And that often isn’t your credentials. It’s:

• What you believe

• Your lived experience

• Your unique point of view

You don’t have to be loud or controversial for the sake of it.
It’s about showing what matters to you.

Talk about your values.
Talk about what you can’t stand in your industry.
Talk about what needs to change.

Not sure where to start? Ask yourself this:

If you’re feeling exposed by the idea of sharing more of your beliefs, here are a few questions to reflect on:

• What’s something you can’t stand in your industry but haven’t felt safe enough to say?

• What’s a belief or rule in your field that you don’t agree with?

• If you were completely unfiltered for just one post, what would you say?

• What’s a conversation that needs to be had in your space?

• Why might you be the one to start it?

And here’s a simple exercise:
Write three sentences starting with “I believe…”

Example: a simple but clear belief

One of my recent “I believe” statements for my psychology business was:

“You don’t have to have a diagnosis to work with me.”

That’s it.
And it says a lot.
It shows the kind of clinician I am, how I approach care, and something that sets me apart.

No rules broken.
Just a window into who I am.

Bring that into your messaging

Start small.
Talk about what lights you up. Or what bugs you.

Bring that into your captions.
Your emails.
Your LinkedIn posts.
Your Reels.

Even a “bold with a lowercase b” statement will get people to stop, nod, and connect.

You’ll become known as the person who believes that thing.

Your people will trust you more

When your audience sees what you believe and who you are, they don’t just see a professional.
They see a person.

And that’s what builds trust.

Because here’s the thing:
Being neutral might have helped build credibility in the clinical world…

But in business?
Your opinions are what shape your message.
You’re allowed to take up space.

Your next move

If this resonated, I’d love to hear your “I believe…” statements.
DM me. Tag me. Or just come say hi.

And hey—thanks for listening.
If you enjoyed this episode, hit that subscribe button so you don’t miss what’s next.

Until next time.