Have you ever heard of the Rule of 7? It’s the idea that potential clients need at least seven interactions with your brand before they feel ready to commit. That means marketing is more than making a good first impression - you have to build trust over time.

So, how do you do that without spending a fortune on ads or fancy campaigns? The key is consistency, authenticity, and patience. Below are some low-cost, high-impact ways to build trust with your clients and turn that trust into referrals.

Examine Demographics

Look at who you’re already serving.  Your best marketing strategy starts with understanding your current clients. Who are they? Where do they live? What common needs or concerns do they have?

For example, if most of your clients come from a specific neighborhood, write an article for a local publication to introduce yourself to more families in the area. If you work mostly with preschoolers, connect with early intervention agencies so they know where to send families when children age out of their services.

Being intentional about your marketing efforts means you’re reaching the right people at the right time.

Social Proof

Let happy clients speak for you.  People trust real experiences more than marketing slogans. That’s why Google reviews and client testimonials are gold when it comes to building credibility.

If a client is thrilled with their progress, ask if they’d be comfortable sharing their experience. With their permission, showcase testimonials on your website, in newsletters, or even at conferences. Seeing real success stories helps potential clients feel more confident about choosing you.

Celebrate the Little (and Big) Milestones

A simple “Happy Birthday!” or “Congrats on graduating from speech therapy!” can make a huge impact.

People love feeling seen and appreciated. Whether it’s a handwritten thank-you note, a small branded item, or even a quick celebratory email, recognizing milestones helps strengthen your connection with clients.

These small gestures go a long way in turning one-time clients into long-term advocates for your practice.

A Thoughtful Gesture Goes a Long Way

When a client refers a friend or family member to you, they’re putting their trust in your work. While you can’t offer referral bonuses in healthcare, you can show appreciation in small, thoughtful ways.

A handwritten note, a fun sticker for their child, or even just a heartfelt “I really appreciate you sharing my practice with others” can reinforce the relationship.

People remember how you make them feel. If they feel valued, they’ll keep spreading the word.

Ask for Feedback (and Actually Use It!)

Want to improve your services and show clients you care? Ask for their input!

A simple feedback form or casual check-in about their experience can give you valuable insight into what’s working and what could be better. Plus, it opens the door for honest conversations and builds trust by showing that their opinion matters.

If You’re Just Getting Started…

Don’t have a client base yet? Create a persona for your ideal client.

Think about their needs, interests, challenges, and even personality traits. Are they parents looking for speech therapy for their child? Are they young professionals seeking accent modification services?

The more specific you get, the easier it is to tailor your marketing to attract the right people.

Trust Takes Time

Building trust is about consistently showing up, delivering great work, and making meaningful connections. When people trust you, they refer to you.

Interested in learning more?

• Read this article from the University of Maryland Baltimore, Marketing Rule of Seven

• Join the Layers Private Practice Discussion Group

• Read Low Cost Marketing Part 2: Networking That Feels Natural