This episode is a deeply honest look at what it really takes to build a sustainable, values-aligned private practice—especially if you’re coming from agency work, wrestling with burnout, or questioning whether full-fee is truly possible for you.

I’m joined by Monica Jurado Kelly, LCSW, who shares her journey from agency and school-based work into private practice, through taking insurance, and eventually de-paneling and building a full-fee practice she can actually trust. We talk about niching with nuance, marketing as a learned skill (not a personality trait), and what shifts internally when your practice starts to feel stable instead of precarious.

This conversation isn’t about shortcuts or overnight success. It’s about strategy, support, and learning to trust yourself again as a business owner.

Here’s what you’ll learn in this episode:

1️⃣ How Monica clarified a niche rooted in lived experience, culture, and over-functioning—without boxing herself in

2️⃣ What changed when she stopped trying to do all the marketing things and focused on relationships and clarity

3️⃣ What it was really like to de-panel, raise fees, and hit her first $10K month

4️⃣ Why community, strategy, and learning therapist-specific marketing made all the difference

Resources & Links Mentioned:

1. Learn more about Confident Copy: https://walkerstrategyco.com/cc
2. The Walker Strategy Co website: https://walkerstrategyco.com

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Explore more marketing support for therapists: The Walker Strategy Co website: walkerstrategyco.com

About Marketing Therapy

Marketing Therapy is the podcast where therapists learn how to market their private practices without burnout, self-doubt, or sleazy tactics. Hosted by Anna Walker—marketing coach, strategist, and founder of Walker Strategy Co—each episode brings you clear, grounded advice to help you attract the right-fit, full-fee clients and grow a practice you feel proud of.