the education Points


For today's challenge, watch the video above from 16:37 to 21:07

the breakdown

The education section should be the longest part of your blog post. Shoot for 1,000 words. You want to offer concrete details here.

This is where readers start to know what you do, how you do it, and see you as a solution to their problems.

Specifically mention your practice as a resource in each of your education points.

the why

By this point in your blog post, readers have come to like (Day 2) and trust (Day 3) you. Now, its time for them to get to know exactly what you do and how you can specifically help them.

The idea behind this section is twofold.

First, you want to empower clients to believe change is possible and give them things they can actually do and try at home. Once they start to see small results they will remember how much you helped them and come back to you for help with the big stuff - the real change 

Second, you want to allow the reader to imagine what it will be like to work with you. Sprinkle little hints about what you do in session, how you expand on your education points in person with clients, and the results you help achieve so your ideal clients can actually see themselves going through the process.

Your job here is to help potential clients understand what is really going on underneath their struggle and give them things to try at home to help. So talk to the pain points you are helping them solve. This helps them have an emotional response to what you are writing and equate your words with the solution.

the how-to

1. Make sure to write, detailed, concrete, actionable steps. Use directive language to guide the reader through exactly what they're supposed to do. If there are a lot of steps, format the text using bullet points or numbered lists to make it easier for the client to read.

take a look at the way this "how-to" section is written as an example. ;)

2. Paint a detailed picture of what working with you looks like. Your education points should closely resemble what you might talk about in session or what interventions you might use.

Here's what this looks like:

  • If you are an existential therapist have the reader try a modified version of Empty Chair.

  • If you use a Solution-Focused approach have the reader rank their priorities in order from most to least important

  • If you're a CBT specialist, have them identify their cognitive distortions

3. You also want to take the opportunity the drop hints for the reader to schedule with you. Talk about how you use this particular solution step with clients. Talk about what working through this together might look like and the result the reader will achieve.

Some examples might include:

  • Here at XYZ therapy, readers sit in special chairs to act out different parts of the conversation. At home you could use a similar set up or put a bracelet on your left wrist when you are speaking as yourself and on your right wrist when you are speaking as the other person.

  • Together in session, my clients and I use a large whiteboard to write our lists. If you don't have one of these at home, use some simple scratch paper.

  • When I work with other moms to identify their misguided beliefs I assign them weekly journaling homework. You can use the exact same approach at home.

3. Always end each education point on a positive note. You want readers to finish this section feeling hopeful and uplifted.

Use phrasing such as:

  • It's completely possible for you to...

  • You can...

  • You will...

the format


Subheading: [# of education points] to achieve [promised emotional result] (make sure this is optimized for keywords)

Paragraphs 1 - 3: Briefly summarize the before and after from the previous section

  • Yes, its true you may be feeling [current emotional struggle] but...

  • The key to achieving [promised emotional result] is to...

  • Making these changes is not as difficult as you think because...

Take a look at these [# of education points] to see how you can achieve [promised emotional result] 

1.      Pain Point #1

  • One of the reasons you struggle with [current emotional problem]

  • It makes complete sense that you're feeling [negative emotion]

The solution: [education point #1]

  • Try this instead...

  • Here at XYZ counseling ...

  • When you do this you will...

2.      Pain Point #2

  • One of the reasons you struggle with [current emotional problem]

  • It makes complete sense that you're feeling [negative emotion]

The solution: [education point #2]

  • Try this instead...

  • Together, with my clients I...

  • After you start doing this you can...

3.      Pain Point #3

  • One of the reasons you struggle with [current emotional problem]

  • It makes complete sense that you're feeling [negative emotion]

The solution: [education point #3]

  • Try this instead...

  • When you schedule a session...

  • Adding this to your life will make it possible to...


your next steps

Spend the next few minutes writing the final section of your blog post. This is the longest part and should come close to 1,000 words and help your ideal client see exactly how you can help them. Remember to create a concrete picture and use explicit examples. 

Once you've got a good rough draft, head over to the challenge group and post it on today's thread for accountability and to see what others have come up with.

Also, be sure to tune in to the live Q&A at 4PM PT | 7PM ET so we can chat about it together.

Lastly, click here to save your seat for the LIVE 1-hr training next Monday September 24th.