The Deep Dive: Ethical Visibility and Real Conversations w/ John Sanders

Marketing is one of those things every practice knows it needs — and almost no one feels confident doing.

In this episode, I’m joined by John Sanders from RevKey, a Google Ads specialist who works almost exclusively with mental health practices. Together, we pull apart why marketing feels so murky, emotionally loaded, and ethically fraught for therapists — and why so many practice owners feel like they’re throwing money into a black box and hoping for the best.

We talk about the emotional baggage therapists carry around money and visibility, why “doing it yourself” often costs more in the long run, and how marketing is actually made up of multiple distinct professions that too often get lumped together. We also get into ethical boundaries in mental health marketing, what Google actually allows (and doesn’t), and how to think clearly about delegation without spiraling into fear or avoidance.

This is not a how-to episode. It’s a how-to-think episode — about clarity, specialization, ethical visibility, and building marketing systems that actually serve both you and your clients.

You can also learn more about John and RevKey at http://www.revkey.com/podcasts.

Timestamps
00:00 Introduction to Marketing and Mental Health
00:35 Meet the Guest: John Sanders
01:11 The Challenges of Naming a Business
02:46 Diving into Marketing Strategies
03:48 Emotional Aspects of Marketing for Therapists
06:18 Technical Hurdles in Marketing
07:09 Common Fears and Misconceptions
13:19 The Importance of a Good Website
24:14 Ethical Marketing Strategies
30:11 Emotional Stories Therapists Carry About Money
30:45 Fear and Hesitation in Business Investments
36:20 The Importance of Delegation
41:08 Questions for Overwhelmed Practice Owners
43:49 The Complexity of Marketing for Therapists
49:23 Core Focus and Avoiding Distractions
56:08 Conclusion and Final Thoughts

Books Mentioned in This Episode

• The Culture Code by Daniel Coyle
  https://www.amazon.com/Culture-Code-Secrets-Highly-Successful/dp/0804176981
• Traction by Gino Wickman
  https://www.amazon.com/Traction-Get-Grip-Your-Business/dp/1936661837
• The Legendborn Series by Tracy Deonn
  https://www.amazon.com/Legendborn-Tracy-Deonn/dp/1534441606
• Harry Potter and the Order of the Phoenix by J.K. Rowling
  https://www.amazon.com/Harry-Potter-Order-Phoenix-Book/dp/0439358078
• The Five Dysfunctions of a Team by Patrick Lencioni
  https://www.amazon.com/Five-Dysfunctions-Team-Leadership-Fable/dp/0787960756
• Enshittification by Cory Doctorow
  https://www.amazon.com/Enshittification-Cory-Doctorow/dp/1250866842

If this conversation helped clarify even one stuck place in your thinking, subscribe to the podcast so you don’t miss future episodes — and share this one with a practice owner who’s quietly overwhelmed by marketing and doesn’t know where to start.