How does someone go from never having heard of you to becoming a client — and to staying one, and telling someone else?

There's a real structure to it. More natural than most marketing advice, and closer to how trust builds between any two people. Most of us were never introduced to it, which is why it can feel like a mystery — some months people arrive, some months they don't, and it's hard to say what made the difference.

In these ninety minutes we'll look at how it actually works, in real cases rather than in theory. You'll recognize most of it; you've been on the other side of this your whole life. Then we'll look at where it lands in your own practice, and where it might be quietly stopping.

There are dozens of ways to do this well, and only a few of them need to suit you. That's the part worth knowing — you get to build a version in your own voice, not somebody else's. Once you can see the structure, it stops being something you're at the mercy of and becomes something you can work with.

That part you take home.

Every time I come back to this framework, I find something new in it. It keeps answering new questions!

**Schedule**

- 6:30–6:50 — Welcome and settling in
- 6:50–7:25 — How people actually find a practice: real cases, walked through
- 7:25–7:50 — Where it lands in your own work
- 7:50–8:00 — Open discussion, and a word about the six-week group

Nothing to prepare, and nothing you have to share.