How to succeed as a hypnotherapist – the BIG list for 2017

Make 2017 the year where your therapy business takes off and becomes the business of your dreams!

Here’s a rapid fire list of ideas for action in 2017…  Get ready for the flood!

In Beijing – April 2017

None of these things are difficult to do (providing you aren’t a technophobe).However they do require some learning and persistence. They require that you make decisions (what to write in a business directory profile) and get on with it  – rather than avoiding those decisions.
The more decisions and actions you take every day the faster your therapy practice will grow.

When I started out as a therapist I trained with the UK College of Hypnosis and Hypnotherapy (then owned by Donald Robertson) – I only took that training and applied it. In-depth. Thoroughly. Deepening my knowledge by reading and studying. Building skills by applying it all to myself.

Don’t get sucked into the “I just need one more course to be ready”. That’s called avoidance. Get on and get cracking!

Within 18 months of completing my training I was supporting my family in London (on a single income) – and had replaced my £40,000/year salary. Shortly after that I hired my wife (Fabienne, now co-Director) as my secretary because I was so busy.

My biggest mistake was constantly losing focus on my private practice and considering other projects (8 weeks lost to the concept of launching a yoga magazine!).
Focus, focus, focus.
Focus is genius.

Set goals and focus. Apply problem solving constantly.
If the goals are getting you stressed then loosen them up to broader goals (“I want to have a good practice, making reasonable money, helping people”) – specific goals are better but not if they stress you.

Ok – enough rambling. Here’s the list. There a lots more ideas but this is a good solid start.

Building your practice – how to succeed as a hypnotherapist

Work at least a full 40 hour week (minimum) every week on your business.
If you aren’t seeing clients then get busy marketing or honing your skills. (And don’t use honing your skills as an excuse to avoid marketing!) If you aren’t working 40 hours a week on your therapy business then you’ve retired early?
Some of the best and most realistic advice I got was from a hypnotherapist called David Botsford: he said that for the first few months he spent 8 months marketing for every hour he spent doing hypnotherapy with clients.
Be prepared for that and you will succeed.Develop a Creative, Resilient, Problem-Solving Mindset

Building a successful therapy business is about solving problems. Building any business is about solving problems. Finding a therapy room. Getting clients. Getting referrals. Improving your website Google ranking. Re-building confidence after a set-back.
These are all problems to be solved.
Charge the right amount.
Find out how much your competitors in your area charge and price yourself in the top 30%.
Do not compete on price. Compete on quality, professionalism and service.
Network your contacts when starting out
Offer treatments at nominal rates to get started. Message your entire network and tell them you have developed a new treatment approach and want some people to work with feedback – charge nominal rates until you are feeling confident. Then anyone else can decide if they want to pay the full rates.

If you rent a room in a yoga or therapy centre then offer free tasters to all staff, therapists and teachers – and then ask for referrals
Teach a self-hypnosis workshop (or mindfulness or stress management)
If you can teach a client self-hypnosis then you can teach a group.
Join professional registers
You get a logo for your website and a valuable link to your website (Google will consider those links as particularly valuable), plus you should get some referrals. Just one client will pay for that registration. You don’t have to join every register.
Sign up with several therapist directories is the most important

Setup your profiles in directories:
If you’ve signed up with directory – take time to setup a professional profile with photos, description and other information.

Sign up with several business directories.
Freeindex, Yell,, ThomsonLocal, Scoot
– make sure they have the correct business information (the same details as on the footer of your website)
Setup Social Media profiles on Facebook, Twitter, LinkedIn, Google+, Instagram
Ensure they have the correct information and link to your website
Get a proper website built. Invest to succeed.
Make sure you know how to change the content.
Invest in learning the technology (it will pay huge dividends)
Get a professional designer to do the design.
Hire a copy-writer to help with your copy (writing your own copy about yourself is worse than pulling out your fingernails)
If things are going well then consider offering peak and off-peak prices (so that you aren’t working every evening).
Get a telephone answering service.
We use Answer4u – it costs about £1 per call. When my mobile or office number is not answered it rolls over to them and they answer on our behalf and then text  and email me the message and contact details.
Contact capture and follow-up!
Make sure you capture all your enquiries and add them to your contact management system. Ideally setup a form on your website that captures all the details and saves it in an email marketing system.
Then send out an email newsletter once a month to all your contacts!
Email Newsletter
Send out a brief, helpful email newsletter once a month. Make sure it is at least 60% helpful content and no more than 40% promotional.
Make a series of at least three standards recordings/CDs/MP3s
Deep Relaxation
Self Hypnosis Ego-Strengthening/Confidence Building
Simple Mindfulness
  • I recorded all of the scripts from my course and then have a library of about 15 standard recordings that I can give clients to use between sessions or sell at workshops.
Put a free recording on your website.
Require a name and email to download it. Have those names and emails go directly into your email newsletter and customer contact systems.
Get some professional photos done! Put them on your website. Stop being embarrassed and just do it!  This week!
Write a very personal bio on your website. Reveal who you are. Don’t hide behind professionalism. Clients want to know you are professional AND a warm, real human-being.
Record a video for your website.
There is no way better to lower the doubts and questions of a prospective client than to have them watch a video of you welcoming them to your website and answering some basic questions. They get to see you, sense you, hear you and know you.
Stay away from advertising on GP appointment cards – it is a well known scam.
Use your methods ON YOURSELF!!
If you aren’t totally confident about marketing and being a therapist then use the techniques you have learned on yourself.
Daily Self-Hypnosis
Tension Release Breathing
De-catasphrosise (what is the worst that could happen? Would it be so bad)….. then when anxiety is lowered start to get into Problem Solving.
Visualise your goals.
Clarify your values
Identify inhibition and hesitancy – and address it strongly.
When starting up offer 30 minute free consultations.
When busier you can change this to a free 15 minute phone consultation.
Put together treatment packages
Social Confidence – six sessions for the price of 5
Fear of Flying – 2 x  1.5 hour sessions for £195
IBS  – six sessions over 12 weeks – for the price of 5.
End of treatment offer – give clients a brochure or flier and explain all the other things you help with. Offer them a check-in booster session or consultation session for a new issue at 50% off.
Ask for Referrals – during a session when a client says how something has improved… a) write it down  b) at the end of the session ask if, as they’ve experienced this improvement would they forward on a email you’re sending them to 2 people who are struggling with anxiety or health issues and could benefit  c) Send them a nice short email they can forward on.
Remember that print advertising is one of the fastest ways to burn money. In general don’t do it.
Free taster sessions will tend to attract people who want free treatment. A free consultation is different.  However free taster sessions work great for people who can spread the word (e.g. other therapists in a therapy clinic, hairdressers, nail beauticians etc)
Flyers/Leaflet Marketing
Response to flyers that are door-dropped is very low. Think about 0.5% or 1% if you are lucky.  However a very attractive time-based offer will help.
Don’t attempt to door drop less than 5,000. (expect between 2 to 5 responses per 1,000 so 5,000 should give you 10  to 25 responses/enquiries)
Consider a joint effort leaflet effort. 
Four Therapists make a professionally designed mini-brochure (8 pages of A5 – stapled). Drop to 5,000 in your local area with an attractive offer.
Costs: Design – £300, Printing: £394 (Solopress inclu delivery), Door Drop: £350 (£35/per thousand).  Total: £1100 – between 4 therapists = £300 each
  • if you repeat the drop then there are no design costs so the 2nd and 3rd drops cost less
  • a good, professional looking, attractive (AIDA) and informative mini-brochure may not get thrown out. It looks valuable and interesting.
  • Or deliver it yourself (fees for having someone else do it are typically £30-£50 per thousand for a solo-drop – i.e. not putting 5 items through the door at the same time).
Read “Marketing Your Profesisonal Services” by Anthony Putman. 
Then follow his advice (old but solid book).
Develop your 30 second elevator pitch/introduction/answer to the question “What do you do?”
Make it enticing, engaging and accessible.
Just WOW your clients with your service. Over-deliver.
Then ask for testimonials and referrals.
Set-up a follow-up system and agreement with clients.
Follow-up at 3 month, 6 month and 12 month intervals.
Introduce this right at the beginning of therapy.
a) Let’s you track your results
b) Keeps you in touch with clients
Consider getting a contact management and follow-up system.
i.e. all enquiries are captured into the address book, book appointments for clients, track all email conversations, schedule automated follow-ups at 3, 6 & 12 months.
Get high quality, attractive and engaging business cards made (folded, special size?)
Make your website clearer.
Then do that again.
Then review it and do it again.
And again.  (I work on the website every week for at least an hour when I’m not teaching).

Specialise – don’t be a generalist. It’s not that you will only see clients for that specialist issue – but it will give you a focused market, a special confidence and a reputation.

Get testimonials – also known as social proof.
If you setup your client feedback properly then you will be capturing relevant, real and juicy feedback that can (with client permission) be turned into testimonials and case studies.
Website SEO or Facebook or Google PPC ads or offline marketing?
Here’s my opinion
Clear and helpful professional website with great content (and YOU in there)
5 pages dedicated to each of the main issues you help with (issues treated) + 5 pages dedicated to each local area/town you work in or people can commute from.
Make sure your business address and contact details are on each page (in the footer).
Citations – make sure all directories (therapist, business, local, national) have the SAME address and contact details.
Register your location with Google Local (Google Business Pages)
Optimised for natural search results in Google (it’s a whole topic – but make sure your page title tag and H1 and H2 tags contain the main phrase you want to rank for in Google e.g. “hypnotherapy in barnet”
Build links to the website (see section)
Register with professional organisations and directories
Email capture (free offer) and marketing (email newsletter)
Social media activity (Facebook, Twitter, LinkedIn) –
Review all the above – constantly and tweak
Invest in Google PPC ads while your website climbs up the ranks.
Track website ranking in Google and website visits (analytics)
Keep reviewing the above steps.
Search Engine Optimisation
People tend to search for
Treatment + Issue + location
don’t target Issue + location (I spent a year getting to no.2 for the phrase “anxiety therapy in London” – generated no clients and very poor web visits).
People are searching for:
Hypnotherapy (more than the other two)
The conditions they search for are:
Stop Smoking (more popular than Quit Smoking)
Fear of xyz
Insomnia / sleeplessness
IBS/Irritiable bowel syndrome
Cutting back drinking
Plus usually a location – e.g. no-one searches for “hypnotherapy for anxiety” – except as an initial search… they are usually then going to refine it to “hypnotherapy for anxiety Birmingham” for example.
Therefore your geographic location is extremely important. Work out what is your effective geographic radius (e.g. will people drive 30 miles to see you or 5 miles?) – then list all the main local towns near you.
a) Have the full address and phone number on the footer of every page on your website
b) The page content should mention the areas your work in and the conditions you help with.
c) The page TITLE <tag> should have “hypnotherapy” and your location “Birmingham” at a minimum.
d) Register with Google Local to come up in the local map results
e) Register with a few local directories to get local citations.
f) Build a page for every issue treated and location (e.g. “hypnotherapy for confidence, Solihull” and another for “hypnotherapy for confidence, Birmingham”
Search Engine Optimisation has three aspects:
What words and phrases do you want to rank for? (Research using tools like G
Onsite optimisation  – are your pages optimised for the keywords you want to rank for?
Offsite optimisation – do you have links to relevant pages from other websites (ideally trusted, authority websites)
Business Networking
Never did this myself but many many people have found BNI clubs or other business networking clubs very helpful. Typically they meet for breakfast or lunch once a week or once a month – and you have to give a short (60 second?) explanation of your business to everyone there. They find clients for you and you find clients for them.
Give talks
If you can talk to your client you can talk to a group.
Most people know very little about hypnosis – but are really interested!
Give talks on hypnosis, pain control, relaxation and stress, mindfulness and much much more.
Read and study marketing and sales
If you aren’t comfortable selling what you are offering then find a good hypnotherapist to work with to help you with this – or just go and do something else!
You must love and believe in what you are doing, see and know it is of value, and be prepared and excited to let people know about it and charge a good price for your service.
If you are uncomfortable about any of this then:
a) Use the methods you know to help yourself
b) Get help from others.
Get Support
  • Form a peer group
  • Meet online
  • Get a great supervisor
  • Go to interesting CPD.
  • Call your colleagues and have a chat
  • Invest in a coach or mentor
  • Join a coaching or mentoring club or group.
Get more training?
If you trained with us you really shouldn’t need it – because you’ve learned a huge range of techniques AND how to think like a therapist. If you trained somewhere else then really consider if you have a sufficient range of techniques and approaches.
Here’s a link to our Hypno-CBT® Toolbox of 35 techniques you learn on our Diploma
Unfortunately many schools teach a just few techniques – and virtually NOTHING about how to a proper clinical assessment, agree treatment goals, develop a working model of the client’s problem and collaboratively agree a treatment plan. That’s called learning how to think like a therapist.
Too many schools teach either “paint by numbers therapy” (a script for this and a script for that) OR “power techniques therapy” – (‘if this powerful technique doesn’t work then try this one’).
That’s not really how to do good therapy. Your choice of interventions needs to be more considered. Of course if you only know 3-4 techniques then how can you choose?
So consider if you need to retrain and learn a bigger range of techniques AND how to really think like an expert therapist.
Get together with peers and colleagues and brainstorm your marketing – here is the product of 20 minutes group brainstorming in one of our course:
  • Make a Marketing Plan
  • Network Existing Contacts
  • Build a great website
  • Create a handout/flyer/leaflet
  • Use social Media
  • Give a Free talk or Demo
  • Offer a free talk at local church
  • Offer a free talk to GPs (which they can use as CPD)
  • Give a talk in a well-being centre
  • Rent a room in a well-being centre
  • Give out referral vouchers
  • Have an offer on Group On
  • Get press coverage – write an article/issue a press release
  • Approach local GP practices
  • Approach specialist clinics
  • Approach local dentists
  • network with local mothers (school gates, mother-toddler groups, Women’s Institute, mums net)
  • Work with Sports Clubs
  • Volunteer your services to local charities (hospice, cancer care etc)
  • Have a stand at a local Health Show (CAM show)
  • Wedding Shows (confidence, weight loss, stop smoking, public speaking, fear of flying, habit change, fear of xyz!)
  • Performers as a market (singers, dances, actors etc – websites? training schools? Offer talks, workshops, trainings as well as one-to-one)
  • Flyer Distribution – Waitrose/M&S, local shops, beauty therapists, coffee shops, library, community centre
  • Engage on discussion forums and answer questions
  • Corporate work!
  • Dentists! Physios! Podiatrists!
  • Students! (exam stress)
  • Offer free talks and trainings to the local police
  • that list took just 20 minutes… and there is lots more to add to that!
Get your Admin in place!
  • Set or review your prices
  • Get clear on the appointment booking and confirmation process
  • Set and write your contract & cancellation policy
  • Decide on phone and email address
  • Prepare Intake Form (sent before appointment)
  • Prepare Assessment Forms
  • Prepare other Therapy Forms
  • Gather Scripts in one easy location
  • Buy a diary or use online diary
  • Get a business bank account
  • Learn some basic accounting processes (track income, track expanses)
  • Register as self-employed with HMRC
  • Make some basic recordings for clients
  • Develop standard email responses to the 6 main enquiry types – save them (eg. in Gmail as Canned Responses) – always customise the response to each client.
  • Get supervision sorted out.
  • Make a business plan (finances and number of clients per week)
  • Make a marketing plan (how you will get the clients)
  • Make a personal-professional development plan
  • Make supervision a critical part of personal-professional development and a critical part of marketing support.
  • Budget for regular supervision


NCFE 2017 External Verification “high quality… competent.. enthusiastic”

2017 External Verification Report from NCFE

How you can be assured of our quality
Each year our student assessment procedures and standards are externally inspected by NCFE, a government regulated national awarding and examining body, who verify our Diploma in Cognitive Behavioural Hypnotherapy.

We recently had our annual external verification visit and received an outstanding report from NCFE, conferring another 12 months of Direct Claim Status (which means NCFE trusts our processes for assessment.)

You can read the NCFE 2017 report here.

We are the only UK Training Hypnotherapy training organisation that has developed it’s own externally verified Diploma award in collaboration with NCFE. This was done because the previous qualification we used, the HPD (Hypnotherapy Practitioner Diploma) from the National Council of Hypnotherapy, had learning outcomes which were not compatible with the evidence-based approach that we teach. Thus we found ourselves having to teach material which we did not support. Therefore we developed our own qualification in 2006, in close collaboration with NCFE and NCH. NCFE externally verified our Diploma as being equivalent to NVQ Level 4. The National Council of Hypnotherapy has recognised our Diploma as equivalent to their own HPD – and accepts the award of our Diploma for full membership for applicants.

ncfe-letter 2017




Email from the Department of Health on the regulation of Hypnotherapy

Email from the Department of Health on European Regulation of Hypnotherapy

This was in response to a letter from myself, Mark Davis, to the Dept of Health regarding rumours circulating that there was some vague pending “regulation from Europe” about hypnotherapy.


From: <>
Date: 19 February 2013 14:32
Subject: Response to your Query : – Ref:DE00000753847 – European legislation regarding Healthcare Practitioners


Our ref: DE00000753847

Dear Mr Davis,

Thank you for your correspondence of 24 January to the Department of Health about European legislation regarding healthcare practitioners. I have been asked to reply.

The Department is not aware of any specific European legislation relevant to the issues you describe.

The Department’s view is that while statutory regulation is sometimes necessary where significant risks to users of services cannot be mitigated in other ways, it is not always the most proportionate or effective means of assuring the safe and effective care of service users.

There are existing voluntary registers of complementary medicine practitioners.  However, until recently, there has been no system that allows the public, employers or professionals to gauge whether they operate effectively and to high, or common, standards.

As you are aware, the Health and Social Care Act 2012 provides for the Professional Standards Authority for Health and Social Care (PSA) to quality assure voluntary registers of unregulated health care professionals and healthcare workers in the United Kingdom , social care workers in England , and certain students.  Only those registers that meet the standards set by the PSA will be accredited.

This will allow employers and people who use services to assure themselves that the practitioners they appoint or contract with meet high standards of training, conduct and competence, and at all times apply high ethical standards to their work, without placing an undue regulatory burden on practitioners or taxpayers.

I hope this reply is helpful.

Yours sincerely,

Jane Spencer
Ministerial Correspondence and Public Enquiries
Department of Health

The Smoking Cessation market: why to offer the best hypnosis smoking cessation service

The Market Opportunity for Smoking Cessation Services

According to the latest statistics 1 in 5 adults in the UK smoke, giving a total of 9.6 million smokers. At any given time 68% of smokers would like to give up and 22% of smokers “very much want to stop”.  ( ASH statistics)
That’s a “hot market” of 2.1 million “ready-to-quit” smoker in the UK – each spending about £3,000/year on their habit.

Also, you will find you can charge more for smoking cessation services (see why below) – and therefore earn a good income while helping people live healthier, longer lives AND saving them money!

Smoking Cessation Market size in a given area

Example 1: Peterborough
Population in driving radius of 30 miles: 882,000
Number of “very-much-want-to-quit” smokers: 38,800 (20% are smokers and 22% of these are ready to quit)
Revenue potential at £200 per session: £7.7 million
Your goal: 1% of this hot market per year = £77,000

Example 2: Portsmouth
Population in driving radius of 35 miles: 2,508,000
Number of “very-much-want-to-quit” smokers: 110,350 (20% are smokers and 22% of these are ready to quit)
Revenue potential at £200 per session: £22 million
Your goal: 1% of this hot market per year = £220,000

[Note: the simple fact is that most hypnotherapists do not put forth the deep and consistent effort to reach this market. They expect a couple of hours of marketing a week will generate a strong business that can reach these markets. Be committed, dedicated to excellence, professional, focused and consistent and you will succeed!]

Our approach is to teach you how to design and deliver the “Mercedes-Benz” (or insert whatever top brand you like) Smoking Cessation Service – and how to market that into your area.
In the Smoking Cessation Workshop you will learn every evidence-based technique for smoking cessation – and particularly about relapse prevention (the key issue!)
Also we’ll you show how to create a complete start-to-finish service that makes each potential client feel that they are in good professional hands and supported through the entire experience of becoming a permanent non-smoker: from the initial conversation, assessment questionnaire, to pre-session “homework”, the quit session itself and post-session support and followup – as well as booster sessions if needed.

Read more about our Smoking Cessation MasterClass

Why can you charge more for Smoking Cessation Services?

A 20 per day smoker spends about £3000 on cigarettes and other additional costs. That’s £30,000 over 10 years! A lifetime of smoking (60 years – from 15 to 75) would potentially cost £180,000 over the lifetime. £200 for smoking cessation is virtually nothing in this context.

In addition:
– The more you charge, the more highly motivated the smoker becomes.
– Higher fees will tend weed out those who are not truly committed to learning how to stop
–  Cigarettes cost the same in London as in Newcastle.
– The more you charge the more professional you appear! (within reason, of course you then have to deliver a high quality professional service – and this is what we will show you how to do).

Note: we don’t recommend you specialise only in Smoking Cessation. However for many hypnotherapists smoking cessation services will comprise between 20% to 40% of their income.
Because Smoking Cessation Hypnotherapy is usually single session work (we will discuss whether to offer single session, dual session or multiple session in the workshop), then marketing your services becomes a major focus as you constantly need new clients. The great news is that referrals for smoking cessation can be fantastic! (Especially if you know how to ask for them).
So creating a steady stream of new clients is one challenge – the other is that as a therapist you can become slightly bored if you only work with smoking cessation. Variety is the spice of life!

Read more about our Smoking Cessation MasterClass and BOOK NOW

Read about what does and doesn’t work in smoking cessation (research based article)

Book Online Now >>

Watch this video about our Smoking Cessation MasterClass

Price increase on January 10th – book NOW to save!

We’ve held the same prices now for 3 years and so on January 10th prices are increasing (8%).

So book before January 10th to avoid the price increase AND we’ve extended the Early Bird Rate until January 10th 2017 midnight.

Early Bird Rate until January 10th: £2490
Full rate (with price increase) – after Jan 10th: £2990
Book before January 10th to save £500

Early Bird Rate until January 10th: £785
Full rate (with price increase) – after Jan 10th: £925
Book before January 10th to save £150



Next course: 4th February 201

>> Click to book and register


Halloween 2016 Special Diploma Offer

November 2016 – March 2017
Diploma in Cognitive Behavioural Hypnotherapy

Halloween Special Offer save £400 + free textbook

(applies to November 2016 – March 2017 Diploma – see below for details)
Stage 1: Certificate in Evidence-Based Hypnosis
– Saturday November 26th to Friday December 2nd 2016, London
Stage 2: Certificate in Behavioural Hypnotherapy
– Saturday March 4th to Friday March 10th 2017, London
Stage 3: Certificate in Cognitive Hypnotherapy 
– Saturday March 25th to Friday March 31st 2017, London

HALLOWEEN SPECIAL OFFER (ends midnight October 31st)
+ Save £400 (just £2390 for the Diploma)
+ Free course textbook (worth £45)


Each stage is a 7-day intensive training block, 10am-6pm, Saturday to the following Friday. Each stage comes with a 200-300 page manual (fully referenced) and consists of carefully constructed lectures, practicals and discussions that build confidence and skills day by day.


 The course takes an evidence-based approach (that means it is based on experimental and clinical research into hypnosis and psychotherapy published in peer-reviewed academic journals) – with a particular focus on cognitive behaviour therapy and mindfulness and how to integrate these therapeutic approaches with hypnosis.

The approach is not simply CBT plus hypnosis – but rather a tight and seamless integration of hypnosis, imagery work, CBT techniques and mindfulness (dehypnosis).


Essentially this is a common sense, “skills training” approach which, rather than “treating” clients, focuses on teaching and rehearsing skills (like relaxation, self-hypnosis, assertiveness, problem solving etc) that allows them to better cope with their living situation and live a richer, more meaningful life.

Read about the Hypno-CBT® Toolbox – the range of techniques you learn on the Diploma course


Students find the course both very practical and intellectually stimulating. Every student discovers and develops the skills, knowledge and confidence to move quickly into private practice AND the course also fosters considerable personal change and transformation.


The course is well suited to those who have some knowledge of psychology – BUT we make sure it is accessible to everyone with a reasonable level of knowledge and education (in many ways good therapy is common sense therapy!)


Location: The Danubius Hotel, Regents Park, London NW8 7JT

Trainers: Mark Davis and Lorna Cordwell


Course Fees:

Halloween Special Offer Rate: £2390 (save £400)
+ FREE textbook (The Practice of Cognitive Behavioural Hypnotherapy by Donald Robertson – worth £45)

(only applies to Nov 2016 – March 2017 Diploma course dates – please see Special Offer Terms & Conditions below)

Book and pay in full before midnight October 31st to get the offer.
After midnight October 31st normal Diploma rate of £2790 applies.

Special Offer Terms & Conditions
Only applies to the following course combination
Stage 1: course starts November 26th 2016
Stage 2: course starts 4th March 2017
Stage 3: course starts 25th March 2017This offer does not apply to any other diploma course combination.
Changes or cancellations to your course dates will incur the loss of the £100 discount and the usual course change or cancellation fees as appropriate.
These special offer terms and conditions extend and do not replace our normal terms and conditions (as below)


Deposit or Pay-in-Full
Select course
Select course
Select course

I have read and agree to the Terms & Conditions (see below)

Terms & Conditions

Terms & Conditions

Course Cancellations:
All cancellations must be received in writing.
Deposits (or deposit equivalent fees) are non-refundable. Payment in full includes a deposit equivalent fee of £175 for single courses and £390 for the diploma.

The following cancellation fees apply to course cancellation, received in writing:
– Less than seven days before the course starts: full payment of the course is due. No refund is given for fees paid.
– Seven to 14 days before the course starts: 50% of the course fees will be due.
– More than 14 days before the course starts: full refund (less the non-refundable deposit) will be made.

Workshop fees are non-refundable and non-transferable.

If the course is cancelled by the College, we will refund all fees paid but will not be liable for any additional or related costs incurred by students.

Non-attendance of a course or workshop is considered as a cancellation with no notice and hence full course fees are due and no refund given.

Acceptance onto the course and ongoing attendance of each stage of the course is at the discretion of the College.

Course Transfer Fees:
Once your deposit is made you are registered with your chosen dates for each stage. Each course date can be transferred to a future date with a fee of £175 per course with notice more than 14 days before the course commends and a fee of £300 per course with less than 14 days notice.

Our Course Satisfaction Guarantee:
If you decide at any point during the first 48 hours that the course is not suitable for you, then we will refund the full amount paid for the course less £200 (£175 deposit plus a small administrative fee).

Student responsibility:
Students are responsible for notifying us of any mental or physical health problems that might affect their ability to participate on the course. This course may not be suitable for people with a history of psychotic disorders or other psychiatric conditions.

The Hypno-CBT® Toolbox: 35 different therapy techniques

In talking with other hypnotherapists and psychotherapists it’s clear that many have only a small range of techniques and interventions to draw upon.  We believe it’s important that hypnotherapists and psychotherapists have a wide range of interventions (treatment elements) to draw upon to create tailored and flexible treatment plans for each client.

Here’s the current list of evidence-based interventions covered in our Diploma in Cognitive Behavioural Hypnotherapy – please note that for each intervention there maybe several different imagery techniques that can be used.

Each technique falls within the “Cognitive Behavioural” approach – and so while what you learn is “technically eclectic” (a wide range and number of different techniques) they are all “theoretically coherent” (i.e. the techniques fall within the same sort of theory of human experience, how we get stuck and how we can get “unstuck”).

1.Psycho-Education about hypnosis, CBT, or the nature of the problem.
Educating clients about hypnosis and the therapeutic approach of Cognitive Behavioural Therapy. The idea in CBT is that therapist and client work together so that the client becomes their own therapist; this involves the client understanding how the mind and body work, how thoughts, sensations and emotions are different but related, how the client might be instrumental in bringing their anxiety about and what they can do to change it. The focus is on empowering the client with both knowledge (psycho-education) and skills (coping skills training).

Helping clients understand their problem better is very empowering. For example, for panic attacks we might say “in a way your brain has developed an intense fear of anxiety sensations, in your case a fear of the heart rate increasing, even though that isn’t dangerous and is actually a really healthy and safe response to real dangers. So instead of being scared of the spider you are now scared that something is terribly wrong with your heart, your brain is focused on checking on that…. which makes it beat faster.  Of course your heart beating fast isn’t really dangerous, it is designed to do that. So the emotional-response part of the brain, that monitors for threats, has made a mistake and is taking something quite normal and healthy as a threat“.

2. Self-awareness Exercises (from Gestalt Therapy/Mindfulness-based CBT)
Helping clients become more aware of their thoughts, emotions, sensations and behaviour.

3.Cognitive Insight  / Identification of Negative Cognitions or Beliefs
How to identify and uncover the negative (unhelpful) beliefs that are maintaining the problem

4. Cognitive Disputation & Restructuring (Beck/Ellis)
– how to dispute, weaken and “sow doubt” about negative beliefs and thoughts using Socratic Questioning, distancing, Behavioural Experiments, Evidence Evaluation, Imagery Techniques and Thought Experiments.

5. Hypnotic Skills Training & Self-Hypnosis (Sensory Recall & Mood Induction)
How to train the client in self-hypnosis and increase their responsiveness to hypnotic suggestions through special skills training exercises and sensory recall methods

6. Post-Hypnotic Suggestion – for symptom removal/habit change/treatment adherence
Positive suggestions that continue to create change AFTER the hypnosis session has finished, continuing to influence/change the client’s symptoms, thoughts, feelings and behaviour after the hypnosis session.

7. Relaxation Techniques: Meditation  (Benson) and Breathing Techniques
How to activate the “relaxation response” through simple meditation as developed by Herbert Benson, Professor of Physiology at Harvard University.
Also understanding the principles of the relaxation response (parasympathetic nervous system) and the relationship to breathing style. How to conduct breathing relaxation skills training – and integrate breathing relaxation principles into hypnotherapy.

8. Tension-Release Progressive Muscle Relaxation/PMR (Jacobson)
The classic muscle relaxation system developed by the father of all relaxation methods, Edmund Jacobson.  This is taught in-depth and with many key elements and techniques that have been forgotten in modern versions of  PMR. This has a wide range of application from working with anxiety, unhelpful tension in performance situations, to insomnia, pain control, musculoskeletal issues, psychosomatic disorders and overall self-management by consciously reducing unnecessary tensions in the musculature.
Moreover the integration of tension release, for example with cognitive therapy, accelerates the processes of therapy (due to increased cognitive flexibility, weakening of habit strength and reduced validity of anxious thoughts when muscles are relaxed).

9. Cue-Controlled Relaxation & Emotional Self-Regulation
How to relax rapidly “on cue” in any given situation, or how to regulate how you feel anytime you want using an emotional self-regulation technique.

10. Systematic Desensitisation (Wolberg/Wolpe)
The most evidence-based method in psychotherapy – how to treat phobias and anxiety (or anything that unnecessarily disturbs the client). The method in essence is to simply train the client thoroughly in a relaxation technique and then have them gradually face their feared situation in small doses while stayed relaxed (you can’t feel anxious and relaxed, they are opposite emotions, the relaxation thus “inhibits” the anxiety. This “reconditions” the nervous system to associate the previously feared situation or stimulus with relaxation (rather than with anxiety).

11. Imaginal Exposure Therapy (Graded Exposure to Pure Exposure/Emotional Flooding)
Rather than actually facing the real stimulus, how to use the client’s imagination to face feared situations (exposure therapy) to bring about change – ranging from systematic desensitisation to graded exposure to high intensity flooding techniques.

12. Covert Sensitisation (Aversion Therapy)
How to create in the client an automatic strong aversive response to a stimulus or situation (e.g. chocolate, gambling, cigarettes)

13. Negative Practice & Paradoxical Intention (Dunlap)
How to bring about change by having the client deliberately increase their symptoms (e.g. stop sweating by deliberately trying to sweat as much as you can or cure insomnia by trying to stay awake for as long as possible). Remarkably powerful and effective technique if done properly.

14. Covert Behavioural Rehearsal (Imaginal Rehearsal of Coping Skills)
How to use the client’s imagination (typically in hypnosis) to rehearse new behaviour, new more effective ways of coping with and handling challenging situations or performance opportunities.

15. Goal Visualisation & Self-Image (Maltz/Susskind)
How to use goal visualisation imagery to increase motivation and problem solving ability.
How to work with the client to create a new, positive image of themselves and how to use imagery to help them see themselves changing, in practical steps and stages, into the person they want to become

16. Solution-Focused Therapy (de Shazer & Berg) and Strengths Focused Approaches (Meichenbaum)
Having the client focus on their desired outcome and begin to develop imagery and narrative around the desired outcome (the solution) rather than their symptoms (problems).
Focusing on client strengths (rather than weaknesses) and “the other half of the story”, what they’ve managed to accomplish in spite of their situation and other issues.

17. Coping Statements and Self-Instruction (Meichenbaum/Vygotsky)
How clients can use the principles of how children learn complex tasks (by talking aloud to themselves) to self-instruct themselves on what to do in challenging situations. The use of self-talk that helps clients handle situations in a more effective way. (e.g. asking clients “What would be a more helpful thing to say to yourself in that situation?”)

18. Cognitive Rehearsal
How to rehearse and embed, using hypnosis, the new beliefs, self-talk and positive thoughts that the client wants to have in situations that previously activated negative, unhelpful thoughts, in order that these more helpful thoughts become more accessible and ultimately become underlying (unconscious) positive assumptions about the situation and the client’s ability to handle the situation.

19. Mood Induction & Rational Emotive Imagery (Ellis)
How to use rapid self-hypnosis to change mood by changing thoughts. How to recognise the “feeling” of a negative thought and then switch it to a positive thought.
How to use imagery to understand how you create your issue (e.g. anxiety) and therefore how to uncreate that issue.

20. The Use of Operant Conditioning (Skinner)
The principles of reward and punishment by which behaviours are reinforced or weakened. How to integrate these into every element of therapy and how to teach the client to use rewards to strengthen the new skills and positive habits the client wants to develop

21. Positive Regression Hypnotherapy
The use of regression to recall, access and re-vivify positive experiences from the client’s past. Rather than using a neo-Freudian model to regress the client to their originating and sensitising negative event – the focus is on using hypnosis to recall previous strengths, experiences, positive emotions and beliefs – and then access and use those in the present moment.
(e.g. regressing a client with recent erectile dysfunction to previous positive sexual experiences in order to re-vivify the neurophysiological pathways of positive sexual response.)

22. Hypnotic Relaxation Therapy and Soviet Sleep Hypnotherapy
A key feature of hypnosis is the ability to induce extraordinarily deep states of relaxation (many people think that this IS hypnosis – however we can also induce high states of alertness and excitability with hypnosis). The use of deep hypnotic relaxation is essential in some therapy approaches and with some client issues. In addition the Soviet approach to hypnosis was to make particular use of “suggested sleep” to allow for great healing, learning and balancing of the organism.

23. Habit Reversal (Nunn & Azrin)
How to deliver an effective Habit Reversal Training in a single two hour session to stop basic repetitive habits (e.g. hand to mouth habits like nail biting and eyebrow pulling), a highly effective and well-evidenced protocol.

24. Thought-Stopping (Alexander/Wolpe)
How to stop a chain of strong negative thoughts and switch into more helpful thoughts (for clients that say “I can’t stop thinking” or “my thinking is out of control” or who suffer from strong negative automatic or pop-up thoughts)

25. Stimulus Control /Positive stimulus reconditioning (Pavlov, Skinner, Bootzin)
How to work with the client to create an automatic positive response to situations and stimuli that have built up a negative association (e.g. the bed for insomnia clients)

26. Assertiveness & Authenticity Training (Salter/Wolpe)
How to train clients to be more assertive, expressive, authentic, natural and stand up for themselves and their rights, interests and values. Also known as “Social Skills Training”, for example how to initiate, sustain and terminate conversations, how to make requests of others and how to refuse requests yourself (“No” is a complete sentence!)
The approach particularly draws on the original and dynamic work of the behaviour therapist, Andrew Salter, which is still highly relevant today both in terms of it’s connections to mindfulness based approaches, the focus on the expression of basic emotions and the understanding of neuroplasticity.

27. Role-Modelling, Social Learning and Principles of Self-Efficacy (Bandura)
Understanding how to increase self-efficacy and learning through the use of role-modelling, examples, story-telling etc. Albert Bandura showed that we learn by observing others (social learning theory). Moreover, he showed that developing the confidence (self-efficacy) to handle situations can be done in various levels of “potency” which he listed in decreasing order; from direct experience (the most potent), to vicarious learning (observing others, or using the imagination), to verbal persuasion, to emotional self-regulation (the least potent).
These principles are then integrated through the therapy.

28. Hypnotic Suggestion & Autosuggestion
How positive suggestions work, how to write and use positive suggestions both therapeutically with clients and also for use in self-hypnosis (auto-hypnosis).

29. Stress Inoculation Training (Donald Meichenbaum)
A  well-evidenced, transdiagnostic stress training model (this mean it can work across all issues without needing to know the diagnostic categories) which is focused primarily on training clients in coping skills and then rehearsing those coping skills in stressful situations; first by “inoculating” them to small doses of stress and then increasing the stressful aspects as the client builds their skills until they can handle highly stressful situations with confidence.

30. Problem Solving Hypnotherapy (Nezu, Nezu & D’Zurilla)
Learning the approach of Problem Solving Therapy and then how to integrate this with hypnotherapy to create a very practical, effective and efficient method of helping clients become better at recognising and solving problems in their everyday life (e.g. paying bills, handing arguments, dealing with a headache, getting a date, dealing with a difficult boss, getting a new job etc etc). Stress, anxiety and depression arise because clients don’t recognise and handle problems in effective ways.

31. Mindfulness & Acceptance Based Approaches
Learning the principles of mindfulness based approaches, how to introduce them and when to introduce them to the client. When and how to shift the client from struggling to change something towards accepting and being with an issue, situation, thought, emotion or sensation.
(e.g. struggle to fix the tinnitus or learn to accept and get on with life inspite of the tinnitus)

32. Attention Training (narrow, stuck vs flexible & open)
The critical role that attention plays in our experience. How to train the client to use and control their attention: how to switch attention, how to be more focused on the present moment environment, how to widen attention, how to attention gets stuck and how to loosen up the attention so it is no longer stuck on negative issues. Teaching clients how to use of spatial awareness training to reduce discomfort and enhance relaxed integration of mind and body.

33. Cognitive Distancing & Delusion & De-hypnosis  (Beck, Hayes, Robertson/Davis)
How to gain some distance from our thoughts, observe them (rather than react from them), how to let them pass by, how to no longer respond “hypnotically” to our negative thinking.

34. Behavioural Activation and Values Based Living
Helping clients to switch their attention from their symptoms onto activity that has real value in their life. Too often clients are generating too much behaviour and effort to reduce their symptoms (e.g. chronic pain), rather than accepting the symptoms and shifting the focus and efforts on to valued activities they can do inspite of their symptoms (in doing so giving less attention, value and meaning to their symptoms).

35. Undoing and Unlearning Self-Consciousness
How to train the client’s awareness so they no longer focus on how they look to others (self-consciousness)  but rather become more aware of how others appear to them, in doing so remove the burden of self-consciousness from their social interactions and life. Self-consciousness (processing ourselves as a social object) is an unnecessary habit that can be brought under control.
Imagery Techniques
In addition a wide-range of imagery techniques and hypnotic suggestions are covered which support many of the interventions above:

  • Healing White Light Imagery
  • Ego-Strengthening
  • Repeated Review Imagery
  • Safe Place Imagery
  • Solution Focused Imagery
  • Regression Imagery
  • Decatastrophising Imagery
  • Emotional Dial/Pain Dial Control Imagery
  • Dissociated Imagery (Movie Screen Imagery)
  • Distancing Imagery
  • Multiple Outcome Imagery (what else could happen in that situation)
  • Following to Completion Imagery (what happens after that?)
  • Self-Instruction Imagery
  • Cognitive Rehearsal Imagery
  • Coping Behaviour Imagery
  • Problem Solving Imagery
  • Time Projection (Future Consequences) Imagery – either negative or positive
  • Role Modelling Imagery
  • Movie Camera of Awareness Imagery
  • + many more

July 2016 News

Some exciting things happening over the next weeks and months.

CPD Workshop with Daniel Mirea (BABCP) – Changing Addictive Behaviours

daniel with client

Firstly we’ve got a CPD workshop with the talented Daniel Mirea (BABCP) – it’s on Changing Addictive Behaviour: Gambling, Sex and Substance Misuse – And Evidence-Based Approach. This one day workshop is going to be jam packed with information and techniques. Daniel will cover

    • How to understand the assessment and conceptualisation of addictive behaviours.
    • The difference between substance addictions and gambling addictions or other addictions.
    • The limitations of self-report measures of ‘controlled’ processes in addiction.
    • How to integrate the skills you know already into working with clients with addictive behaviours.
    • How to develop new therapy techniques and adapt existing techniques so that you are better able to target the distorted cognitive processes that maintain addiction.

When: Friday July 15th 2016, 10am to 6pm
Where: The Danubius Hotel, St Johns Wood, London NW8 7JT
Read more and book here >>


Scholarship Programme: The James Braid Scholarship

We’re really excited to be launching and offering this programme: a chance for someone who would be a natural therapist to really have a new career helping others.
The College is interested in serving community at all levels and is particularly committed to ensuring that good potential therapists who wish to train in evidence-based Cognitive Behavioral Hypnotherapy (Hypno-CBT®) and are on a low income or in receipt of state benefit have the opportunity to train and establish a practice.

Scholarship Programme6 - FB graphic
Read more about the Scholarship programme here – and how to apply >>




Evening Diploma Course (Hypno-CBT® training)

To make our CBH training programme more available to those who are in work and can’t manage to attend our 7-day training courses we’ve redesigned the course to be delivered over a series of evenings.
Each of the 7-day courses (there are three: Stage 1, Stage 2 & Stage 3) are divided into one weekend day, to start the course, followed by 12 evening sessions (Tuesday evenings, 6pm to 9:45pm)
Starts September 18th 2016 and finishes July 11th 2017!

Read more and register here >>




Student interview with Claire Owers – Cognitive Hypnotherapy Training Video


  1. Claire Owers, Holistic Therapist, Yoga Teacher
    Recorded 23rd May 2014, London
    Stage 2 Course: Certificate in Cognitive Behavioural Hypnotherapy


Claire: “It’s been great. It’s really kind of built on the skills that I learnt in stage one, and yeah, I’m really looking forward onto stage three now, and sort of building even more on my skills, and seeing how I can build it into my holistic therapy practice that I have already. So I’m really excited about that and I’ve learnt so much from a professional standpoint, but also from a personal one too.


I can really see a real sense of personal development as well, and that’s been really exciting for me. And again, I learnt, on sort of a lot on a personal level too, about things that I can use for myself but also things that are going to work really nicely in, you know, working with clients.


The homework’s been fine, that kind of reinforces what we do in the classroom during the day, so I look forward to doing the homework. I find that really useful because it kind of, reinforces everything. It prepares us for the next day and it’s not too much to deal with either, it’s a good amount of homework.


Mark explains it all very well. He’s incredibly passionate about hypnotherapy; you get a real sense of that when you’re learning with him, so I don’t have any problems with the theories and concepts at all. I find that they’re all, sort of, easily comprehensible and I can understand them but everything is on paper for you as well. So, you know, you can always refer back to those, you know, if you need to and Marks always there to help you if you need a little bit more help, sought of, unpacking that as well.


I did a lot of research before I started to take the course. I had a long conversation with Mark before I decided to take the course, so we had a long conversation over the phone. I talked to him, was happy with the relationship that we developed. I’m a teacher as well, so I wanted to make sure that Mark was somebody that I could work with. I was very happy after that conversation; I really liked the fact that the course was really condensed into these sort of three very intensive weeks and that I wasn’t going to have to spend a year doing the course, and then maybe sort of forgetting about certain things along the way.


I really like the fact that you have one sort of solid week, and then you have a bit of a break to kind of consolidate things, then you have another week, a bit of a break, and then again, you have your final week. So I really like that Marks developed it in that way.


Just sort of through searching, through the Internet I found out about the course that way. Again, I sort of looked at other schools; I talked to other schools, but again, you know, I came back to this particular course. You know, for me this was the best course. I liked the fact that it was very evidence based. I wanted something that was very secured, that had a really good solid foundation to it, and this course was.


Yes I do. I think it’s good value for money. I like the fact that there is a payment plan in place as well so, for people that maybe can’t do the whole cost of the course in one go, there is a payment plan for you as well and that’s interest free, and that’s great.

There were several reasons why I chose this course. I had a look at a lot of different courses online and what really stood out for me with this particular course is the fact that it’s quite compact, that you get through the course quite quickly, so it’s really intensive training, so there’s not really much time in between course dates, for you to kind of lose track of where you are. So that really appealed to me that I can train really, really quickly, so yeah, that was what appealed to me most.


I then had a chat with the course trainer, with Mark on the phone because I wanted to sort of satisfy myself that I was going to have a good relationship with the course trainer, so we had a long chat, and you know, I sorted through some questions that I had with Mark, and I knew that we were going to be able to build a really good relationship, and that I was going to learn lots from him. He was really passionate about hypnotherapy and yeah, that’s why I really decided to go with this particular course.

Lots of different practical exercises where I’ve found out lots about myself, so lots of personal development, but lots of things that I can apply to the therapy room. I mean I already work with clients in a therapeutic way, and this has added, you know, so many more skills and tools that I can take with me into the therapy room, that I can use to work with clients, and I’ really excited about that.


The exercises are really fun; you get to work with lots of different people, get to build good relationships with your clients, and you know, the course tutor is always there to kind of support you, and you know, to let you know how your doing as well.”