Podcast Summary:
Private Practice Startup Podcast
Episode 109: Hypnotize Me – How to Build Your Hypnosis Practice
Hosts: Dr. Kate Campbell & Katie Lemieux
Guest: Dr. Elizabeth Bonet
Date: October 27, 2018
Overview
This episode focuses on how to build a successful hypnotherapy practice, featuring Dr. Elizabeth Bonet—clinical psychologist, yoga instructor, and host of the "Hypnotize Me" podcast. The conversation covers Dr. Bonet’s journey into hypnotherapy, developing a niche, smart marketing strategies, navigating the business side of practice, and actionable tips for clinicians aspiring to grow their own hypnosis-related services. The discussion is both inspirational and pragmatic, emphasizing service, self-belief, and consistency.
Key Discussion Points & Insights
Dr. Elizabeth Bonet's Path to Hypnotherapy
Timestamps: 04:45 - 10:44
- Fascination with hypnosis began during years as a yoga teacher, especially with guided meditations and relaxation.
- Personal and family experiences (helping her daughter with a fear of heights) highlighted hypnotherapy’s practical impact:
“It was a true love of mine...doing guided meditations is very similar to hypnosis.” – Dr. Bonet [05:08]
- Dr. Bonet emphasized the importance of formal training (including Florida's 50-hour requirement) and finding a mentor for support and skill-building.
- Her private practice journey involved pivots: from psychology to tech and project management, to prenatal yoga, and eventually her own therapy business.
Building and Nurturing a Specialized Practice
Timestamps: 11:05 - 13:03; 20:55 - 21:56
- Hypnosis now makes up about 75% of her clientele.
- Specializing—and having the confidence to call herself a “hypnosis specialist”—was the catalyst for practice growth.
“When I was willing to make the leap to call myself a specialist, that’s when it turned for me.” [11:28]
- Further niching includes inner child healing, core beliefs, and some medical hypnosis (e.g., migraines, IBS).
- Dr. Bonet stresses the power and efficiency of hypnosis for deep, subconscious change compared to some traditional therapies.
Marketing Tactics: What Works and What Doesn’t
Timestamps: 13:03 - 18:57
- SEO and web presence have been major referral drivers, leveraging her tech skills.
“At one point, I actually had an SEO product called SEO in 30 minutes...I still can. It's really easy.” [14:24]
- Consistency is crucial: “Continuing to show up,” sending thank you notes, regular touchpoints, and building relationships with other professionals.
- Not all social media channels are equally effective—Instagram, for example, has delivered zero referrals for her practice.
“It has to fit you...Even if you track referral sources, people are going to check you out on different channels.” [15:11]
- Networking can be tailored for introverts (“virtual networking”—emails, blogs, cards) and still be effective.
Packaging Hypnotherapy Services and Setting Client Expectations
Timestamps: 23:44 - 28:53
- Hypnotherapy packages are evidence-based, with clear session numbers, durations, and costs (e.g., IBS program: 7 sessions, migraines: succession-focused).
“A lot of my, you know, packages...they’re based on research.” [26:02]
- Transparency is key: she provides written details (policies, costs, outcomes) to manage client expectations and build trust.
"I always want things written for them so they go back and look at it... I did my due diligence on my side." [27:32]
The Hypnotize Me Podcast: Its Role in Practice
Timestamps: 28:53 - 30:23
- The podcast was started to educate and market, but it delivered much more: referrals (1-2/month), access to experts, and deepened her own hypnosis knowledge.
“It has delivered far more than that. Far more.” [29:14]
Mindset & Advice for Clinicians
Timestamps: 30:23 - 31:24
- Dr. Bonet encourages therapists to embrace niching, own their expertise, and do the inner work of self-confidence.
“Don’t be scared to niche...convey that confidence to other people...You get to help so many people.” [30:28]
- Service orientation: Framing specialization as a way to better serve.
Notable Quotes & Memorable Moments
- “The fear is always that if I niche, I won’t get clients. But I knew from all of that marketing experience...the more I niche, the better.”
— Dr. Bonet [12:05] - “One thing that’s really important to know about marketing is that it has to be consistent. So many people do one or two things and then they sort of disappear.”
— Dr. Bonet [17:52] - “If you’re a true introvert and you don’t want to show up, you can send out postcards, you can send emails, you can blog...They get to know you through that over time.”
— Dr. Bonet [19:15] - “For those deeper personality work...those are generally hour and a half, sometimes we’ll do a two or three hour session...”
— Dr. Bonet [24:24] - “Approach it from how can you best be of service to people and get your message across so you can do that.”
— Dr. Bonet [31:05]
Key Timestamps for Segments
- [04:45] Dr. Bonet’s intro to hypnosis and yoga background
- [07:31] Her private practice career trajectory
- [11:05] Hypnosis in her practice and the turning point: embracing niche specialization
- [13:03] SEO, digital marketing strategies, and referral tracking
- [19:13] Virtual networking and marketing as an introvert
- [21:56] Specialization into sub-niches (inner child, core beliefs)
- [23:44] Structuring hypnosis programs (duration, evidence, pricing)
- [28:53] Podcasting as a clinical and marketing tool
- [30:23] Takeaway advice for clinicians: niche, confidence, and service
Additional Resources & Takeaways
- Free Resource: Dr. Bonet offers a hypnosis download to reduce fear and anxiety (link found on the episode show notes).
- Podcast: “Hypnotize Me” for clinicians and clients interested in hypnosis.
- Practical Tool: Lay out packages/services with clear numbers and expectations—clients appreciate transparency.
In the Words of the Guest
“If you really love what you’re doing...don’t be scared to niche. Don’t be scared to jump in, get more training, call yourself a specialist, and convey that confidence to others. That is inner work that has to happen, but the outer piece is you get so many results. You get to help so many people.”
— Dr. Elizabeth Bonet [31:05]
This episode is a must-listen for any therapist considering hypnotherapy or seeking guidance on growing a focused, client-attracting niche in private practice. The discussion is filled with actionable marketing tips, tools for building trust and clarity with clients, and motivational encouragement for asserting—and enjoying—one's professional expertise.