That's the message from high profile clinical hypnotherapist Russell Hemmings whose amazing work in their field of weight loss has been featured all over the world.
"Diets do not work," he said.
"Shocking I know, but for most people diets are doomed to fail. Why? Well, a diet is an eating plan dictated to you by someone else. Sure they work for a while and you many even loose a significant amount of weight. And you may even be able to buy those fabulous jeans you've had your eyes on.
BUT, if you have not addressed the underlying reasons for your weight gain, the minute something goes wrong, or you're stressed or you take your eye off the goal, you will return to your old eating habits and the weight just goes straight back on.
"You then feel like an utter failure and the cycles starts all over again."
Russell maintains that the only way to successful lose weight and, just as importantly, to maintain that weight loss, is to change your attitude to food.
You need to respect food and recognise the role it should play in your life.
"Levels of obesity are constantly in the news these days, and I hear so many people say the solution is really easy; you eat less and move more. But of course, it's never that easy. Life gets in the way, emotions take over.
"Losing weight is all in the mind and to succeed you need to make serious changes."
Russell's innovative hypnotherapy for weight loss technique has seen many many success stories - some of which have been featured in media outlets across the world.
When company director Emma Evesleigh came to visit him for weight loss hypnotherapy it changed her life.
She now runs marathons and has dropped from a dress size 16 to an 8.
“Over the years I’ve tried many things to keep my weight down and my figure in shape – and have probably spent a small fortune in doing so," says Emma.
"Over the course of six months and four sessions I lost four stone . I'm a great role model for my children.”
And recently the story of Sam Alderwish hit the news as she shed 5.5 stones
"I can’t believe how it’s changed our whole family. I didn’t feel like I was in control before, now I have more energy, much more confidence – and I am constantly shopping because I keep going down dress sizes!
Both of these women underwent Russell's Gastric Mind Band technique which basically means the client is hypnotised into believing they have had a gastric band fitted. Their appetites are suppressed and they find they cannot eat as much as they used to - and yet they haven't been anywhere near a surgeon's knife.
But Mr Hemmings points out that not everyone trying to lose weight needs to undergo the Gastric Mind Band.
"Just as everyone is an individual with individual needs and worries and lifestyles, so hypnotherapy must be tailored to suit them.
"One size most definitely doesn't fit all.
"I've treated clients for addiction to chocolate, to fizzy drinks, those who needed a boost to their confidence to get them exercising again and those who just needed to reset how they think about food and their relationship with it.
"Everyone is different. Some use food as a reward, or for comfort, or even eat to compensate for something that's missing - almost to fulfil an emotional need.
"Of course, if you are overeating for any of these reasons, diets simply will not work. You will forever be having a battle in your head.
Russell advises that if you want to seek help through hypnotherapy to make sure you find a therapist who understands that a weight loss problem is about more than just eating too much.
"Weight loss hypnotherapy can help you recognise your own triggers for weight gain, deal with them and move on.
"A course of hypnotherapy will access the unconscious mind and allow you to negotiate with the part of you that holds on to the belief that you need to overeat or abuse your body by eating unhealthily."
He also warns that the healthiest way to lose weight is not necessarily the quickest - but ultimately it is the best route for long-term success.
If you have any questions or just want a chat about any of Russell Hemmings' weight loss methods call 024 76711184 or email firstname.lastname@example.org – all advice is totally free of charge.
You can also engage with him on his blog at http://thebridgeclinic.wordpress.com/