 When I first became a doula, I believed with my whole heart that everyone deserved a doula—regardless of whether they could afford one. I truly thought that if I didn’t offer my services for free or very low cost, I might ruin someone’s birth experience, and it would somehow be my fault if things didn’t go perfectly. I carried the weight of that responsibility heavily.  In those early years, I took every doula training I could find. I was convinced that if I just learned one more thing, clients would finally come. But no matter how many trainings I added to my résumé, the truth was: I didn’t need more certifications. I needed to learn how to market myself, how to run a business, and how to believe in my own worth. Instead, I ran in a million directions, desperate to build something but never really grounding myself in the foundations of sustainable business. I said yes to free or underpaid births—even when I was walking into homes far more financially comfortable than mine. And while I gave so much of myself to my clients, I was feeding my kids ramen noodles because that’s all we could afford. I was burnt out, struggling, and secretly ashamed...that I couldn’t make this thing I loved actually work. I thought charging money meant I was selfish. I thought money was bad. And I definitely didn’t think I was worth charging for. Fast forward twenty years, and everything has changed. I’ve done the hard work of unlearning those beliefs. I’ve studied how to build a sustainable business that supports both my clients and my family. I can now talk about payments and value with confidence. I know the worth of what I offer—and I teach other doulas how to claim their worth, too. Today, I mentor new doulas who are right where I was: passionate, overwhelmed, and unsure how to make their business actually work. My mission is to help them find clarity, confidence, and a path forward that doesn’t require burnout or martyrdom. Want to learn more? Join my free Facebook community. Because we deserve to serve from a place of abundance—not exhaustion.
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 So, you’ve taken your training. Maybe you have your certification or have had a few clients. But something still feels… wobbly.You wonder: Can I really call myself a doula yet? What if they find out I’m “new?” Spoiler alert: You don’t have to wait for some invisible permission slip to own your power. You’re already doing it. Let’s step into that. What’s Holding You Back?For many new doulas, fear shows up in subtle ways:
 How to Step Into Your Doula Power
Bonus: You Bring More Than Just ExperienceYou may not have attended 20 or 100 births—but you bring:
Final Word:You don’t grow confident before you show up—you grow confident by showing up. Say it with me: I don’t need to wait until I feel ready. I am ready enough. I am here. I am a doula. Create one small “doula move” today: update your IG bio, tell a friend you’re taking clients, or write your first blog. One small step = big energy shift.  If you're an introvert, the idea of marketing yourself can feel like walking into a room full of people and being asked to give a speech... in a costume... while juggling.But here's the truth: You don’t need to be loud to be successful. In fact, your introversion is a superpower—especially in birth work. The same deep listening and presence you offer your clients? That energy can work for you in marketing too. Let’s reframe what marketing means and build a strategy that feels like you. Reframe: Marketing is Connection, Not PerformanceInstead of thinking, “I have to promote myself,” try: “I’m creating ways for people who need me to find me.” You’re not selling something sleazy. You’re offering support that could change someone’s entire birth or postpartum experience. Let that mission guide your efforts. Low-Energy, High-Impact Strategies for Introverts1. Write, Don’t Shout If you express yourself better in writing, lean into it! Blog posts, email newsletters, and heartfelt Instagram captions are powerful. Try this: Start a monthly email newsletter with a short note, a client story (with permission), and a helpful tip. 2. Batch and Schedule Use your energy when it’s flowing—then automate the rest. Spend one quiet afternoon writing a week’s worth of content and schedule it using tools like Planoly, Later, or Meta's scheduler. 3. Create Evergreen Content Don’t reinvent the wheel every week. Reuse posts, turn captions into blogs, or repost past content with a new photo. Set Boundaries Around VisibilityIntroverts often struggle with being “on” all the time. It’s okay to:
A Final Reminder: You Don’t Have to “Go Viral”You’re not trying to attract thousands of followers. You just need to connect with the handful of people right now who are looking for exactly what you offer. They’re out there—and your quiet, steady presence is exactly what they need. Write down 3 marketing methods that feel natural to you. Then choose one and commit to trying it this week. You’ve got this. Join my free Facebook community for more information just like this!
 Let’s be real: You became a doula because you love supporting birthing people—not because you wanted to learn choreography for Instagram. Good news: You don’t have to dance, point at floating text bubbles, or follow trends to make Instagram work for you. You can build trust, attract clients, and share your story in a way that feels authentic and aligned. Here’s how.Focus on Connection, Not PerformanceInstagram is just a tool for connection. It's not about popularity—it's about visibility to the right people. Use it to show your heart, your values, and the experience clients can expect from you. Content That Works Without DancingYou don’t need to be flashy. Try these post ideas: 1. Behind-the-Scenes Moments: Share a peek at your doula bag, prepping for a birth, reading a new book, or creating a birth plan. 2. Gentle Affirmations: Post one-line affirmations in your brand colors: “You are not alone.” “Birth is your story.” “You were made for this.” 3. Client Love (With Permission): Share a quote from a testimonial or thank-you message. 4. FAQs: Create a carousel post answering a common question you get, like: “What’s the difference between a doula and a midwife? 5. Doula Wisdom: Drop short, powerful pieces of advice. These perform well and establish you as an expert. Video Ideas That Don’t Require Your Face (or Dancing)If you want to post Reels but hate being on camera:
 Video Ideas That Don't Require You to Talk (but shows your face)Use B-Roll! While it's not required, people love to see your face. What is B-Roll? B-Roll is just you doing something active. Then you will add sound and text over the video. It's easiest to add text when you leave some blank space beside or above you. You don't even have to look at the camera/phone.
Instagram Strategy for the Soft-Spoken Doula
 Final WordsYou don’t have to entertain to make an impact. Let your presence, wisdom, and care shine through your content. That’s what people are looking for—someone who feels like home. Homework: Pick one idea from this list and post it on Instagram this week—no trends, no pressure, just your beautiful, grounded self. Join my Facebook Group to get more tips to get your business thriving!  When I first became a doula, I carried a lot of money baggage with me. I had deeply ingrained beliefs that made it almost impossible to charge what I was worth. I believed that money itself was bad, that living in poverty was somehow morally superior (what I now call "poverty elitism"), and that charging little or nothing for my services was the right thing to do. After all, I was helping families and doing heart-centered work—shouldn’t that be enough? Like many small business owners, I struggled with the messaging I had absorbed as a child. My parents didn’t provide a healthy model for financial success. Instead of wealth-building strategies, I learned, “Don’t make more, just spend less,” and “Extras are wasteful.” Money was to be feared, not embraced. I also carried the notion that wealthy people were greedy and unkind, and I unconsciously resisted becoming one of “them.” The Real Cost of Money BlocksThese beliefs didn’t just make me feel righteous; they led me straight into burnout. I was constantly overextending myself, offering discounted or free services, and saying yes to clients who weren’t a good fit simply because I felt guilty about charging what I needed to earn a sustainable income. I exhausted myself in the name of service and still felt financially unstable. I remember very specifically at one point preparing lunch for my children. We had ramen noodles when the client that I was working with for very little money, had a new car, a huge beautiful house with lots of healthy, better food than my ramen. I came to a hard realization: I couldn’t pour from an empty cup. If I wanted to continue supporting families, I had to change my mindset about money. I had to shift from a scarcity mindset to an abundance mindset. Reframing Money as a DoulaThe first step was challenging the negative money narratives I had carried for years. I started asking myself new questions:
 Steps to Overcoming Money Blocks
Your Worth Isn’t Tied to StruggleShifting my money mindset changed everything. I now see financial stability as a gift that allows me to be a better doula, mentor, and advocate. The truth is, the more financially empowered you are, the greater impact you can make. When doulas charge fairly, we set a standard that values our work and encourages others to do the same. If you’re struggling with money blocks, know that you’re not alone. The good news is that you can change your mindset, break the cycle, and build a sustainable business that honors both your heart and your bank account. You deserve to thrive!  One of the biggest challenges new doulas face is setting their rates. Many struggle with limiting money mindset, feeling guilty about changing for their services, or fearing client objections when discussing pricing. However, setting sustainable rates is crucial-not just for your livelihood but for the longevity of your career and the quality of support you provide to families.  Shifting your money mindsetMany doulas enter birth work with a passion for helping families, but passion alone doesn't pay the light bill. To build a sustainable business, you need to charge fair rates that allow you to continue providing high-quality care.
To overcome these fears, remind yourself:
Understanding wagesDoulas often struggle with pricing because they view their rates through the lens of affordability rather than sustainability. Instead, consider:
Ask yourself:
 The benefits of charging fair ratesCharging appropriately for your doula work benefits not only you but also your clients and the birth community. Here's how:
BUT, I'm new! I know, your work has value.I know it’s tempting to offer free birth support when you're just starting out, but doing so can actually hurt both you and the families you serve. Birth work is physically, emotionally, and mentally demanding—it's not "just being there." When you give your time and energy away for free, it can lead to burnout, undervalue your role, and set unrealistic expectations for future clients. Your knowledge, presence, and support are worth something! Instead of free births, consider offering a discounted rate while gaining experience. This way, you honor your time, build confidence in charging for your services, and reinforce the truth that doulas deserve to be paid for their work. Here's when I recommend for when to increase your rates if you start very low (below minimum wage or at minimum wage):
Overcoming price objectionsEven when you're confident in your pricing, potential clients may hesitate. Here are ways to handle common objections. "That's too expensive"
 Creating a pricing formula for new doulasIf you're unsure how to price your services, use this formula to find a sustainable rate. On average a birth doula client will take 40 hours. There are many ways to set pricing and this is one option to consider. First look at how much money you want/need to earn in a year from your doula work. Example: $30,000 a year Then decide how many clients you are comfortable taking in a month. Example: 3 clients a month hours worked a month x clients a month = total working hours per month So, if you estimate an average of 40 hours per birth, and have a goal of 3 clients a month, that would be working 120 hours a month. Then get your total working hours per year. In our example that would be 120 hours per month x 12 months in a year = 1,440 hours per year. Then estimate how much money you will spend on business expenses. Example: $200 per birth for childcare $100 per birth for various expenses per birth $25 in travel expenses a birth $25 a birth for marketing So you are spending $350 per birth x 36 births a year = $12,600 a year in expenses. $30,000 + $12,600 =$42,600.00 The total earnings you want/need a year. Now take total earnings you want/need in a year and divide it by the total hours worked in a year. Continuing our example here: $42,600 divided by $1,440 = $29.50 amount you need to charge per hour. Birth doulas would take the amount needed to charge per hour x 40 hours a birth to come up with the total needed to charge per birth. Continuing with our example: $29.50 x 40 =$1,180.00 per birth. Our example is actually fairly low for most areas. You should also take into account your level of experience, the average price in your area, and the level of support you offer. Those may adjust this total. Final thoughts: Confidence in Your RatesSetting your rates is about more than just numbers-it's about honoring your worth, creating sustainability, and showing up fully for your clients. You are not just charging for your time, but for your expertise, emotional labor, and the invaluable role you play in birth and postpartum support.
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Deb PocicaA birth professional, lover of shoes and travel, speaker, trainer, and supporter of doulas and small businesses. Archives
October 2025
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