When you first became a therapist, you were probably relieved to leave all things “corporate” behind. Like having to suffer through stuffy Chamber of Commerce events where you choke down a chicken dinner, pass out a fistful of business cards and hope for the best.

But here’s the thing: For better or worse, if you want to get new therapy clients, networking still works. The good news? You don’t have to follow the same old stifling rules. Here are a few new guidelines to inspire you to network with a lighter touch.

Guideline #1: Decide who you want to work with before heading out.

One of the biggest mistakes therapists make is believing they should help everyone. And I get it. With such a compassionate heart, you’d help heal the world if you could. That said, you’ll always do your best work with people you really click with. That’s why it pays off to identify who that is before trying to figure out where to network.

Start by considering the clients you’ve enjoyed the most. And notice what they had in common. Did they have similar symptoms and conditions? Were they mainly women? Men? High school athletes? Professional football players?

After you see patterns emerge, scan your community to see where these particular people are hanging out.

And don’t limit yourself to typical networking events. Your future clients are everywhere from spiritual workshops and pre-natal yoga classes to drumming circles and vegan potluck dinners you find online.

Guideline #2: Trade in the corporate “elevator speech” for a heartfelt “Elevation Speech.”

It’s been said, “People don’t care how much you know until they know how much you care.” That’s why the typical elevator speech—where you talk about YOU for 30 seconds—falls flat. It’s even awkward to deliver.

For better results, turn that around into a statement that elevates your clients to center stage. Here are the four parts to an effective Elevation Speech:

1.           Briefly state your chosen title.

2.           Identify the clients you love helping the most.

3.           Name the big problem your clients want solved.

4.           Name the solution—the No. 1 benefit of working with you.

Put them all together and your Elevation Speech might sound like this:

“I’m a massage therapist. I help people recover from injuries.”

“I’m a massage therapist. I help midlife women get their energy back. So the second half of their lives is even better than the first.”

“I’m a massage therapist. I help athletes get rid of chronic pain so they can get back to the sports they love.”

Sure, your Elevation Speech may not appeal to everyone. And that’s precisely the point.

When potential clients at a networking event hear you say it, it gives them instant guidance to determine whether they need your services—or whether they know someone else who does. Clarity is the key to getting new clients and their referrals.

Guideline #3: Ditch the business cards.

That’s sacrilegious marketing advice, I know. But tell me, how many clients have you gotten after passing out hundreds of cards? If you’re like most therapists, the answer is close to zero.

What should you do instead? When someone sounds interested in your Elevation Speech, ask for their card. And offer to drop some information in the mail. That puts the power of the follow- up in your hands—rather than having to wait by the phone hoping someone calls.

Guideline #4: Follow up within three days.

Now that you’re armed with business cards from prospects who showed an interest in your services, take the initiative and quickly follow up. If you promised more information, drop a brochure in the mail. Or email them a link to your website where they can learn more about you.

One of my favorite follow-up tools?

A handwritten card telling your potential new clients what a pleasure it was to meet them. In this era of instant technology, it’s impressive and memorable when someone takes time to send a personal message.

Guideline #5: Rinse and repeat.

When you find a networking event that puts you in front of the people you want to work with, make yourself a regular there. Consistency creates trust. And in the therapeutic relationship, trust leads to better outcomes. And more client referrals.

So next time you think about networking and cringe, give yourself permission to do things a bit differently. Approach the experience with a light and compassionate heart—just as you do in your sessions. You’ll get better results.

And you’ll have a whole lot more fun.