In this series, you’ll learn everything you ever wanted to know about niching in private practice through interviews with real, flesh-ridden therapists in private practice who have successfully taken the niche dive.
And benefited mightily from doing so!
Last week, we debunked the “If I choose a niche for my private practice I’ll only get to see one client ever for the rest of my life. NOooOOOOOooo!” myth by interviewing the charming, quirky and skilled Jessica Engle. In less than two years of licensure, she has built a thriving group private practice which employs multiple clinicians and coaches who serve Bay Area singles looking to revamp their romantic lives.
This week, I am stoked to introduce you to Deidre Prewitt, a Ohio-based clinician who rebelled against the generalist philosophy to pursue a niche that she feels passionate about serving.
Pay close attention to how Deidre talks about her experience. As far as she is concerned, her niche chose her and she simply followed her calling. But it wasn’t easy! She regularly got the message that to choose a niche meant to limit her potential. As we’ll see through this interview, it turns out just the opposite was true.
An Interview with Deidre Prewitt, M.S. MFC, LPC
Q: How long have you been in private practice?
A: I have been in a solo private practice since May 2016. I was in a private group practice for several years before making this awesome leap.
Q: At what point in your practice did you decide to niche?
A: I chose the niche (or you can say the niche chose me) long before I attended graduate school. I knew THIS is what I was created to do. I have always wanted to help couples who feel they have lost one another. I am encouraged when they find love again.
Q: How would you describe your niche?
A: I was created to help couples (and by extension, families) in crisis. I take the “hardest cases”. I love the depth and complexity of relationship work. I run toward the conflict when others run screaming. I love to watch couples who felt hopeless in the beginning completely transform their relationship. I am drawn to a couple that loves one another dearly but has no idea how to make this thing called love work in real life. They are tattered, bruised, and broken by love and want desperately to find it in one another again.
Q: What led you to niche down?
A: The sad part was when I reached graduate school, I told the only way to succeed was to be a generalist and work in an agency. I absolutely hated how that felt. The rebel in me wanted to prove them wrong. As I entered my group practice I noticed that everyone echoed the generalist idea.
I knew then that if I was going to do what I was created to do, I was going to have to ignore those messages and do what was right for me. I knew that if I put most of my energy into being excellent with repairing relationships in crisis I could serve my community better than taking everyone that walked in the door.
(Editorial Note: “DEEYAMN!”)
My theory is that no one counselor can be great at everything. I didn’t want to be good, I wanted to be awesome at “my thing”. I wanted to be known for being awesome at my thing. I also find that I gravitate toward (and refer to) other counselors who are passionate about their “thing” because I know they are going to be awesome at it.
Passion=Awesome (at least to me).
Q: Did you have fears about niching?
A: The only fears I had were the ones others projected on to me around the idea of being a generalist.
“They” said having a niche would limit me. I did not have my own fears. I knew that I was not serving anyone well if I was trying to be everything to everybody. It is impossible to be excellent in everything and I strive for excellence. I knew I could be excellent in couples work because it is my call and my passion.
Q: What impact has niching had on your practice in regards to your professional identity?
A: My practice is built on reconnecting people who feel disconnected. I now feel free to live in the truth of my real identity as a relationship counselor. I can proudly proclaim my love for couples counseling. I do not have to conform anymore. Since deciding that I would go against the grain of being a generalist I have found joy.
Q: What impact has niching had on your practice in regards to your income?
A: My income has increased because I can put all of my energy into my specialty and clients are drawn to my commitment. Clients find value in my work.
Q: What impact has niching had on your practice in regards to your productivity?
A: I am more productive because I look forward to counseling, learning and growing everyday. I am energized by my practice. My life was changed when I decided that I did not have to be what others wanted me to be. Now my practice thrives as a result of my passion and my freedom.
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Gorgeous! Deidre touched on so many excellent points. By following her passion and moving forward, she has been able to go out on her own in private practice. Here are my key takeaways:
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She didn’t listen to fear based advice – “You must be a generalist” – even though it was rampant!
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When Deidre pursued her niche she started to get known for it. She finds herself confidently referring to other clinicians who have a stated niche, as she trusts their work more than clinicians who are only generalists.
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Deidre recognized that she cannot be everything to everybody. In order to build, she had to start narrow – and her income and productivity grew by starting small.
If you want to know more about Deidre Prewitt and her practice, check out her website:
Now, what about you?! Have you decided to pursue a niche? Are you still waiting to take the plunge?! What questions do you have about narrowing your focus? Join the discussion in the comment section below!
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