CONCEPTION: Most parents might not have very clear memories of how they prepared for conception. They might even be under the illusion that it was sufficient to engage in some spontaneous activity and adopt a mindset that left hope or fear about the consequences for another day.
But not anymore. Today's would-be conceivers are being offered instruction. The latest addition to the "pre-conception" range takes the form of a hypnotherapy CD.
It is being launched in Ireland to "help women prepare their mind and bodies for conceiving by overcoming common fears related to pregnancy". And contrary to what many might be thinking, its promoters disagree with the view that a bottle of red wine would have the same effect.
Jersey-based Jane Sheldon-Clarke, who produced this CD, says she wants people to recognise that emotions can affect our health and she believes every couple should prepare for conception. Growing up in a family of doctors - her father is an obstetrician - she has been exposed to plenty of scepticism.
A physiotherapist by training, she also experienced difficulty conceiving. Her company, Nourish, has developed a "conception conditioning programme" which includes vitamins, herbal tinctures, aromatherapy massage oils and guidelines on improving diet and reducing stress.
But is she not trying to make money from people's vulnerabilities? "There's always going to be someone who says that. All I can say is I know what it's like not to conceive, and I know it feels pretty horrible. I am trying to help women who feel as desperate as I did - I am not trying to make money out of it," she says.
It has been shown, she says, that women who are depressed find it twice as difficult to conceive. There are also cases of "unexplained infertility" where there is no obvious cause. Hypnotherapy is sometimes recommended in cases of infertility.
Ms Sheldon-Clarke believes that deep-seated fears, from having been told negative things about motherhood and childbirth, or negative emotions associated with past relationships or an abortion, may prevent a woman from conceiving.
By listening to the CD on a daily basis, it can get people "into a deep sense of self-hypnosis, a deep sense of relaxation", although she says it would not be to the same depth as would be gained with a therapist. And it "does not take people to where they do not want to go". She says it uses a recognised procedure to help take fears away.
Listeners imagine they are out in a field with the sun shining, lying on their back looking up at the sky. The clouds they see represent their fears. Sometimes particular fears can be recognised but this isn't always necessary, she says. "After some time the wind picks up and blows that cloud and that fear away."
It's hard to doubt Ms Sheldon-Clarke's sincerity but it's also hard not to think of those generations of Irish women who lived in mortal fear of getting pregnant and that didn't stop them having seven, eight or even more babies.
The CD costs 24.90. More details on nourish-fertility.com or at info@healthpharm.com