# 52. Depaneling With a Plan (and Hitting $10K Months): Monica’s Story

Page: https://stenobird.com/podcast/marketing-therapy-7342222/52-depaneling-with-a-plan-and-hitting-10k-months-monica-s-story
Text version: https://stenobird.com/podcast/marketing-therapy-7342222/52-depaneling-with-a-plan-and-hitting-10k-months-monica-s-story.md
Podcast: [Marketing Therapy](https://stenobird.com/podcast/marketing-therapy-7342222)
Published: 2026-01-27T11:00:00+00:00
Episode link: https://walkerstrategyco.com/podcast
Audio file: https://episodes.captivate.fm/episode/3cd24598-ca93-4f1a-92b9-77481a1d9a1c.mp3
Processing state: not_requested
JSON: https://stenobird.com/v1/public/podcasts/marketing-therapy-7342222/episodes/52-depaneling-with-a-plan-and-hitting-10k-months-monica-s-story
Duration seconds: 1947

## Resource

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: Learn more about Confident Copy: https://walkerstrategyco.com/cc The Walker Strategy Co website: https://walkerstrategyco.com Connect + Subscribe Enjoying the podcast? Subscribe so you never miss an episode—and feel free to share it with a fellow therapist who’s building their private practice. 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 prac…

## Actions

- request_transcript: `POST https://stenobird.com/v1/public/podcasts/marketing-therapy-7342222/episodes/52-depaneling-with-a-plan-and-hitting-10k-months-monica-s-story/transcription-requests` — Idempotently request low-priority transcript generation for this episode.
- read_markdown: `GET https://stenobird.com/podcast/marketing-therapy-7342222/52-depaneling-with-a-plan-and-hitting-10k-months-monica-s-story.md` — Read the agent-friendly Markdown representation of this episode resource.

A page view does not enqueue transcription. Agents should invoke `request_transcript` explicitly when they need this episode processed.

## Transcript

Full transcripts are not published on public pages unless there is a clear rights basis.