What happens when you open a private therapy practice with zero clients—and zero clue how to talk about what you do?
That’s exactly where Emma Klaus, a play therapist and founder of Thrive Therapeutic Play, started.
Just two months after launching her business, she had crickets. But 12 weeks later? She was fully booked, had grown her revenue by 278%, and expanded her services with total clarity on her brand voice, messaging, and mission.
In this powerful case study episode, Anita and Emma peel back the curtain on Emma’s journey—from imposter syndrome and invisible content to fully booked waitlists and unshakable confidence.
In this episode, Anita and Emma unpack:
- Why sounding “fluffy” was repelling the right clients—and what she did instead
- The unexpected non-copy activity that changed the game for her messaging
- How Emma’s background in child protection became her unique brand advantage
- The mindset shift that helped her silence imposter gremlins and show up boldly
Timestamps:
- 04:30 – What play therapy actually is and how it helps kids process trauma
- 13:00 – Emma’s business pre-Wordfetti: no clients, no clarity, and full of doubt
- 22:10 – From broad + fluffy to magnetic AF: niching her messaging + attracting dream clients
- 27:21 – The “life view/work view” exercise that changed everything
