The Wild Side of Hypnotherapy

Hypnotherapy, being largely unregulated, has its fair share of wild claims, i.e, claims that are exaggerated, unresearched, partial truths presented as whole truths, misleading statements, personal theories that are conjecture rather than fact, and marketing hyperbole.

It is also a powerful intervention, and in the hands of some people, gives a feeling of control. This sometimes attracts unsavoury people who are overly fond of their ego and prowess. Although there is a great deal of research, much of hypnotherapy is still awaiting research scrutiny, leading to a vacuum that some fill with made-up claims and personal theories that they present as truth rather than mere ideas, sometimes becoming quite aggressive when questioned or challenged.

Entrance into hypnotherapy is open to anyone. So, unlike universities, where first and higher degrees are required to teach, well-meaning but less educated people can train. With this sometimes comes a less objective, less scientific, less considered, and more personality- or marketing-driven approach.

Add to this mix the lure of a substantial earning capacity, and a market of wannabe hypnotherapists who start out unsure of what to believe and how to proceed, and the scene is set for all manner of wild claims.

So what type of language should you look for? What is a wild claim? Here are some examples:

Guaranteed. Hypnotherapy cannot be guaranteed. It involves a person other than the therapist. Therefore, the therapist cannot control outcomes in this straightforward manner. No talking therapy works for all people. Promising this is regarded by professional associations as unethical. If you ask any hypnotherapist if any client of theirs has failed to succeed, and the answer is no, your exit should be very swift!

Success rate. Some uneducated or unscrupulous therapists and trainers claim success rates. Conveniently enough, they tend to range from 95-99.9%. All back off from 100%, giving an impression of authenticity because if the figure was made up, surely, it would be the full 100%.?

Hypnotherapists cannot provide success rates unless they have scientifically researched this. This is very rare. If someone claims a success rate for their methods, ask them if they conducted scientific research on it. Ask what their ‘follow-up procedure’ was. To establish success rates in therapy, a client must be followed up sometime after attending therapy. If they relapsed (e.g., started smoking again), they did not find lasting success. A thank you card a week later is not evidence.

Even at follow-up, some smokers have relapsed but may say they succeeded to please the therapist or avoiding embarrassment. A carbon monoxide breath test is probably the best method we have but it is not infallible, affected by the speed of exhalation, and sends a message to clients that we don’t trust them. Success rates are difficult to research properly, and almost without exception, without foundation.

Here’s a further issue with success rates. Let’s say a client is depressed, and feeling helpless and hopeless. They tend to blame themselves for life’s problems, think negatively, and have a low self-concept. The therapist is claiming a success rate of 99%. If therapy doesn’t work, it sends a message that while practically everyone else succeeds, they’re the 1 in 100 who is a failure, or whom the therapist can't work with or doesn't like. It is a potentially damaging message to send.

Be very sceptical of success rates. If a hypnotherapist is throwing figures around without consideration, they probably have little science training and they are not being very considered. This will undoubtedly run through much of what they do, so it is a good predictor of quality.

Single session success. Schools advocating single sessions of hypnotherapy for most issues are being unrealistic. It can happen, but it is not the norm. It creates an unrealistic expectation in the public. It is also a strong signal that the approach taken will be driven by the therapist rather than the client, most probably using protocols and scripts. A one-size-fits-all approach will be used. This is an impersonal and factory-like approach to care in many cases.

It typically requires one session to even find the necessary information to begin work with a client; to know exactly what and who you’re working with and to formulate goals. A therapist who rushes in with suggestions without thoroughly understanding the client may be ineffective or risky. When it comes to more complex issues, ‘single session wonders’ are even more concerning. With depression and trauma, they can leave clients feeling even more hopeless, helpless, worthless, unsupported, and like they have failed. Often multiple sessions are required even to deal with what comes up in therapy (it sometimes gets slightly worse before it gets better).

Guaranteed income. A therapist cannot claim this. All sorts of things have a bearing on setting up in practice – local demand, supply, a person’s marketing skills and motivation, etc.

Competitiveness. Where to draw the line is awkward to say, and professional associations don’t get involved in competitiveness between therapists. But it seems fair to say it is okay for a therapist to explain what they offer and why it is good, celebrate it, and say why it might be better than another type of offer by way of contrast.

Some therapists are not content with saying what they do well. Instead, they put other therapists down to elevate themselves by comparison. Claims on websites, in prospectuses, and on the telephone and email communications should also avoid personal attacks of other therapists. The author once had a competitor directly criticising their course on their website. It was left unchallenged because it said a lot about their character and conveniently put people off training with them. Attacks on competitors are risky in marketing. It often undermines credibility, creates a negative feel, and puts customers off.?

Puffery. Have you seen chip shop signs saying, ‘World’s best chip shop’? Or software claiming to be ‘The best photo editing software you can buy’. Who decides this?! In law and advertising, it is acceptable and known as ‘puffery’. Subjective opinion need not be qualified or evidenced. It is typically barred from pharmaceuticals, which are based on objective research and where the repercussions are greater.

In sum, a reputable hypnotherapist will use considered language. They will, of course, want you to purchase their offering, and will celebrate it. But be on your guard. There will be an overall feeling of calm confidence in the marketing materials of the better ones.?

Karen, BSc psychology, MSc health psychology is an advanced hypnotherapist, and trainer/co-founder of the Academy of Advanced Changework providing Fast-track hypnotherapy training for qualified mental health practitioners , Diploma courses in Clinical Hypnotherapy & NLP on the Sunshine Coast , Brisbane , Melbourne , & Sydney , Australia, and a range of online & distance CPD courses internationally, including an Advanced Diploma in Hypnotherapy course for qualified hypnotherapists.

Schedule your free 20-minute call to find out more about our hypnotherapy courses: https://calendly.com/karenbartle/hypnotherapy-training