Marketing and Promoting Hypnotherapy

(This blog was originally posted on May 9, 2014)

Hope’s Haven Spotlight on Sara R. Fogan

In the Santa Clarita Magazine November 2018

Someone recently contacted me to find out more information about hypnotherapy and whether hypnosis could help him to achieve a particular goal. We chatted for a while, and I gave him some information about hypnotherapy and how I use hypnosis and therapeutic guided imagery to help my clients achieve various vocational and avocational self-improvement goals. At the end of our conversation, he wanted to know if there was anywhere he could read more information about my experience as a certified hypnotherapist so he could make a decision about whether to give hypnotherapy a try. I gave him my business card and brochure and referred him to the website for my company, Calminsense Hypnotherapy®, so he could read more about me and what I do.

After we said goodbye, I thought about our conversation in the context of the best and most effective ways to disseminate information not just about my practice but hypnosis and hypnotherapy in general. Even though it is becoming a more mainstream therapy, I am aware that people are still a little wary about hypnosis. They want to know if they will become vulnerable to some kind of mind control or manipulation while they are in hypnosis. Will they do or say something stupid or embarrassing, or break a confidence or reveal a bank pass-code while they are in-state? (The answer is no, no, no and no.) But the fact that these concerns remain prevalent suggests to me that my colleagues and I need to continue to share the facts and dispel the myths about what we do.

One of the best ways to do this is through conversations with people about what we do. Here are some suggestions for the most effective ways that I have found to share this information:

• Advertise and write blogs/articles: I limit my advertising budget to a few equestrian-themed publications. However, I write a hypnotherapy-themed blog just about every night to keep spreading the word about the many ways hypnosis and John Kappas, Ph.D.’s model, Theory of Mind, are generally relevant to daily life. I specifically tailor the topics of my essays to illustrate how the therapeutic techniques I learned or behaviors I studied during my training and continuing education at the Hypnosis Motivation Institute are relevant to my (and your!) daily life. I let people know when I have written a new blog by posting a short “announcement” about it on Twitter and on my personal and business Facebook accounts. I also provide a link that will take you directly to the blog on my website.

• Business cards and brochures: These are still among the most effective (and immediate) ways to promote your practice. I always carry business cards with me to give out. I have “rented” space at my local tack store to display my cards for prospective equestrian clients, and my bank does this for me, for free!

• Donate hypnotherapy session(s) or handwriting analysis: Hypnotherapy sessions and/or formal handwriting analyses are unusual (and intriguing) prizes in a silent-auction or raffle at a fundraiser or social event. The best way for people to learn about hypnosis is to experience it.

• Volunteer your time and skills to support local organizations: In addition to introducing your work to people who may not know about hypnotherapy, volunteering is a wonderful way to provide this valuable service to those who might not otherwise be able to experience it for themselves. I lead a free monthly relaxation/guided-imagery workshop at Circle of Hope, Inc. and Hope’s Haven Cancer Wellness Center, a 501(c) cancer-support group based in Santa Clarita, California.

• Dress code: Hypnotherapists, as therapists, follow professional codes of ethics and conduct. Wear clothes that best represent what you do as a therapist and your commitment to this work of helping your clients achieve their goals. Wearing your name badge while running errands, etc. is another great way to market your profession.

• Marketing materials: When I am out running errands on the weekend, I typically wear a baseball cap with my company name and website on it. I want people to ask me about the words they are reading so I can tell them about what I do and how hypnosis is an effective tool to help people change undesired behaviors.

• Network in the community: Introduce yourself to local chiropractors, masseuses, hair-stylists, yoga instructors, your bank, dry cleaners, etc. Let people know what you do, where you are located and how much you charge for your sessions. Even other hypnotherapists can be a great source of referrals if you specialize in different areas than they do: e.g., hypnosis to improve sports performance versus smoking cessation.

• Professional affiliations: Keep up your professional affiliations, such as the American Hypnosis Association, the Hypnotherapists Union, your local chamber of commerce, etc. In addition to providing professional support these organizations will often “link” your website with theirs. (Be sure to return the favor!)

• Professional referrals: At some point in our career as a hypnotherapist, we may need to refer a client to a licensed medical doctor or mental health worker for further evaluation or to provide assistance that is out of our scope of expertise. Similarly, once the physician has ruled out any medical causes of his patient’s headache, he may refer the patient to you as a hypnotherapy client so you can help him manage the stress that causes his pain.

• Promote your practice through social media: I am active on Twitter and Facebook and write/post about various topics. Of course, I have provided information about my practice, Calminsense Hypnotherapy®, on these accounts. However, it is not necessary to “talk shop” all the time to get attention for your practice. Several of my Twitter followers have become specifically interested in what I do, but only after we had been communicating about our mutual interests for many months.

• Website: A good website goes a long, long way to “market” you to a wide population. Be sure to update the site periodically by posting new client referrals, updating your professional certifications and even changing the photographs or design to refresh the search programs.

Finally, another great way to generate interest in your hypnotherapy practice is to provide special discounts for your hypnotherapy services. For example, you can promote “special deals” to coincide with the anniversary of the creation of your practice, to kick off a holiday or a season, etc., or to promote a new therapeutic technique. This is the promotion I am currently offering:

Special Offer: Trauma Relief Hypnotherapy

 In honor of our real-life heroes in the military and first-responder professions, I am currently offering a 25% discount off the first hypnotherapy session for active/retired military personnel and first-responders (including fire-fighters, police officers, ambulance/EMT personnel, and EMS dispatch operators) through November 30, 2018.

Sara R. Fogan, C.Ht. is a certified hypnotherapist based in Southern California. She graduated with honors from the Hypnosis Motivation Institute in 2005. For more information about Calminsense Hypnotherapy® and to set up an appointment, please visit http://www.calminsensehypnotherapy.com/.

© 2018

Empty Your Mind

(This blog was originally posted on August 19, 2014)

Photo courtesy of Sara Fogan

When I was an editor at Black Belt® magazine, I often came across the following quote in which martial artists were urged to practice mushin no shin or “mind of no mind” during combat or competition. Basically, this term philosophy urges you to empty your mind and turn off your emotions so you can think and perceive what’s going on around you. I had an opportunity to practice this philosophy while I hung out with Galahad this afternoon. 

The time I spent with my horse was not in combat but in a kind of moving meditation as I groomed him. Once I had him secured in the cross-ties, I turned all of my attention to making him feel relaxed while I gently curried away shedding hairs and dirt. He did a lot of sighing and fluttered his nostrils a few times, so I am pretty sure he was beyond comfortable and probably a little blissed-out during his mega-grooming session. (My trainer has commented several times that my horse is a bit hedonistic.) 

Unlike Galahad, complete relaxation has never been easy for me; it is a rare day that I am not doing two or three things at one time. Even spending quiet time at the barn is not an inherently relaxing activity. For example, I always need to know where my feet and hands are to avoid being accidentally stepped on or nibbled when I give Galahad a treat. I have to be careful not to let my horse walk directly behind me when I lead him or he could run right over me if something spooked him and he bolted forward. When I ride, I must use various parts of my body to ensure that I communicate exactly what I want my horse to do and he understands what I am asking for. In addition, my entire body must be soft and relaxed while I remain aware of my surroundings and alert to anything that could spook my horse, including changes in my body that indicate I’m not focused on what I’m doing.

Of course, the reason why I sometimes have so much trouble quieting my mind and directing my focus is, multi-tasking is my go-to behavior. It is my known. Even though I was physically relaxed while I groomed my horse—the repetitive motions of currying and brushing are actually hypnotizing, pun intended—my mind was anything but. Random thoughts kept popping into my head: What should I blog about today? Has so-and-so received my e-mail? I have to get ready for that meeting tomorrow, etc. Whenever my thoughts drifted away from what I was doing with Galahad, he would politely by pointedly change his posture as if to remind me to pay attention to what I was doing. After all, this was his time to be with me and get fussed over.

Spending time with my horse is my favorite time of day and my absolute favorite thing to do, but I sometimes have trouble completely turning off the rest of the world even when I’m with him. Today was one of those days. I know I shouldn’t have to work so hard at relaxing but, let’s face it: sometimes tuning out is really hard work. My conscious mind knows that it should not be more stressful to relax and take time to decompress from the day than it is for me to multi-task various responsibilities I must fulfill and projects to complete during the day. My subconscious mind knows otherwise: Multi-tasking is my default, go-to behavior. It is a subconscious known, an established behavior, a mental script. Furthermore, according to John Kappas, Ph.D.’s Theory of Mind, I reinforce that behavior every day, when I am working (e.g., preparing for a session, working and following up with clients after their appointment and taking continuing education courses). Then I go out to the barn and ride/hang out with my horse, where I typically do several things at the barn just to stay safe. (As much as I love and trust Galahad, I know that I am physically no match against his 900-pound might if I ended up in the wrong place at the wrong time.) 

Well, I have been working very diligently to rewrite that old subconscious mental script that says I have to multi-task every minute of my day. I’m pleased to say that after a few false starts this afternoon I was finally able to get into a groove with Galahad when I was able to tune out that extra chatter in my head for longer and longer periods of time. When I caught myself thinking about something that didn’t have to do with him, I simply re-directed my attention back on Galahad where it belonged. By the end of our afternoon together, the image and sound of him contentedly nibbling on grass and the earthy smells around me were the only thoughts on my mind.

Mind of no mind.

            Trauma Relief Hypnotherapy

 In honor of our real-life heroes in the military and first-responder professions, I am currently offering a 25% discount off the first hypnotherapy session for active/retired military personnel and first-responders (including fire-fighters, police officers, ambulance/EMT personnel, and EMS dispatch operators) through November 30, 2018.

Sara R. Fogan, C.Ht. is a certified hypnotherapist based in Southern California. She graduated with honors from the Hypnosis Motivation Institute in 2005. For more information about Calminsense Hypnotherapy® and to set up an appointment, please visit http://www.calminsensehypnotherapy.com/.

© 2018