 Learn from the Missteps So You Can Focus on What Actually WorksWhen you’re just getting started as a doula, it’s easy to feel like you have to do everything all at once to get your name out there. But not all strategies are a good use of your time (or energy). In fact, some common newbie moves can actually slow your growth or lead to a whole lot of frustration. Let’s talk about what not to do so you can redirect your energy toward actions that really move the needle. Reaching Out to OBs or Midwives Right AwayThis one feels like a no-brainer…until you realize it’s not. Yes, you want to build relationships with care providers, but here's the truth: most OBs and midwives won’t take you seriously until they see you in action. Cold emails or dropping off business cards at their offices rarely leads to real referrals in the beginning. Instead: Focus on getting your first few births under your belt. Over time, let your professionalism and consistency speak for you. Over-explaining the Benefits of Having a DoulaYes, doulas are amazing (you know it, I know it). But spending all your social media energy educating people on the generic benefits of hiring a doula makes it hard for potential clients to see why they should hire you. Instead: Share your personal “why,” highlight real stories, and focus on what makes your approach unique. Build connection, not just education. Would you like more information on what to post on social media? Read "What to Post on Social Media as a New Doula"  Hosting “Meet the Doula” Events That Don’t Attract AnyoneYou book a room, print flyers, make snacks, and… no one shows. It happens. These events can be great in theory, but they rarely work when you're brand new and don’t yet have a strong local following. Instead: Partner with other local birth pros to host joint events or offer free online talks with juicy topics (see some examples at the end!). Would you like 10 talks you can do online or in person with notes, an outline, information on how to promote it turn it into clients? Get "Talk Your Way to Booked" Spending Hours Perfecting Your Website Before You Even Talk to PeopleWebsites are helpful — but they are not your #1 priority when you're trying to get clients. Don’t get lost in logo fonts, color palettes, or blog post drafts while avoiding actual networking or client outreach. Instead: Start simple. Use a basic landing page or skip the website all together for a while and just focus on social media. Spend most of your time talking to real people — online and in person. Thinking You Need More Certifications to Be "Ready"This was my personal biggest mistake! If you've already taken one solid doula training, you’re ready to begin. Many new doulas fall into the trap of taking training after training as a form of procrastination. Instead: You become a better doula by being a doula. Get experience, then invest in further training when you feel called — not because you feel unworthy. Want to Know What To Do Instead?Start building real relationships in women's networking groups, parenting spaces, and online communities. Share your story, listen to others, and be visible consistently. Offer value, not just your services. Oh — and if you're going to offer a free talk, make it juicy! Instead of “What Is a Doula?” try topics like:
Deb's final tip: You’ve got this. Focus on connection, visibility, and growing your confidence — not chasing strategies that don’t serve you yet. Would you like more detailed information on hosting free talks? Grab my printable. 
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 You’ve done the training, you’ve got the passion, and now you’re ready to support families… but how do you get those first clients?The truth is, getting started as a doula can feel overwhelming. You know you have something incredible to offer, but you’re unsure how to get the word out. Here’s the good news: there are many ways to connect with potential clients that feel natural, aligned, and even fun. Start with Your CircleDon’t underestimate the power of friends and family. Make sure the people closest to you know you’re a doula and understand what that means. Many doulas get their first clients from someone in their network—either directly or through a referral. Deb's Tip: Create a short and sweet message you can share with loved ones about what you do and how they can help you grow—like keeping you in mind for referrals or sharing your posts on social media. Network Like a Human, Not a SalespersonYes, it’s time to get out there—but this doesn’t mean just joining birth-specific spaces. While it’s important to connect with other doulas and local birth professionals (childbirth educators, lactation consultants, chiropractors, etc.), don’t limit yourself. Look into women-owned business groups, local mom-preneur meetups, and even general small business networking circles. People love connecting with purpose-driven professionals, and your story as a doula is powerful. Just a heads-up: You probably won’t get clients directly from these networking groups—and that’s totally okay. These spaces are more about building relationships than closing sales. The real magic comes from people in the group spreading the word about you to their own networks. Deb's Tip: When networking, focus on being genuinely curious. Ask others about their work, share your passion, and let connections grow naturally. Your doula work will come up, and people will remember your energy. Host Free Community Talks (That Aren’t Just “What Is a Doula?”)Free events are a great way to build trust and visibility, especially if you offer value beyond the basics. Yes, people want to know what a doula is—but you’ll stand out more if your topic speaks directly to their real concerns. Creative ideas for free talks:
Use Social Media to Share Stories, Not Just FactsInstead of flooding your feed with educational posts about what doulas do, sprinkle in your why. Share personal stories, behind-the-scenes moments, and client wins (with permission). Share silly things like your favorite food or your never eat food and your hobbies. People can relate to you and feel a connection. Let people get to know you, not just your role. Want more info on what to post? Get my free 100+ Social Media Post Ideas for Birthworkers  Create PartnershipsThis one is a tricky one that many new doulas can do wrong. Think about professionals who serve the same audience as you—photographers, prenatal yoga teachers, massage therapists, baby boutiques—and reach out for a coffee chat. You don’t need to create formal collaborations. Just building relationships can lead to referrals down the road. Just remember that you want to get to know THEM so that you can refer THEM to your potential clients. Just don't walk in and try to sell yourself. Be real, be genuine, and take an interest in them. Volunteer with IntentionSome doulas choose to offer their services at a reduced rate or through a local nonprofit to get started. If you go this route, make sure it’s aligned with your values and includes a clear exchange—like testimonials or referrals (not just free labor forever). Deb's tip: Be cautious with this one. Doing too much giving without any receiving can burn you out. Most new doulas quit in the first two years because they burnt out. Get Visible LocallyHere are a few more ways to get your name out there:
Deb's Final Thoughts: Getting Clients Starts with Confidence-Even When You Fake ItYour energy and passion are your best marketing tools. When you speak confidently about your work—even to one person at a time—it creates ripples. The key is showing up consistently, even when you’re still building your confidence. You don’t need a perfect website or a giant following to get your first client. You just need to start showing up.  When you're just starting out as a doula, one of the scariest (and most important) questions you’ll hear is:“Why should I hire you?” Your instinct might be to talk about all the benefits of having a doula — better outcomes, lower C-section rates, continuous support — and those are great. But here’s the thing: they’re not hiring a doula, they’re hiring you. And what most families really want to know is: “What’s it like to have you by my side?” Let’s break down how to answer with confidence — without needing decades of experience. Don’t Just Sell Doulas — Share YouIt’s easy to hide behind the general benefits of doula care. But remember: they already Googled that. Now, they want to know what makes you special. What do you bring that no one else does? Is it your calm voice? Your fierce advocacy? Your ability to read the room? Your care doesn’t come from a textbook — it comes from who you are. Example: “I’m the kind of doula who brings both calm and clarity to intense moments. I’m not just there to hold your hand — I’m there to help you feel powerful and in control.” Share Your “Why”People connect with people. Telling your story builds trust. Maybe you were inspired by your own birth, maybe you supported a friend and knew this work was for you. Share what pulled you toward birth work. Example: “I became a doula because I know how vulnerable birth can be — and I want every family to feel supported, seen, and confident in their voice.” Talk About the Relationship, Not Just the RoleBirth is intimate. It’s not a transaction — it’s a connection. Let them know this isn’t just a job for you, it’s a relationship you take seriously. Example: “You’re not just hiring a service — you’re inviting someone into a sacred, life-changing moment. I treat that with so much respect and care.”  Let Your Personality ShineThis is where a lot of new doulas freeze up — trying to sound “professional” and ending up sounding like everyone else. You don’t need to be a robot doula. You need to be you. Do you bring calm energy, fierce organization, gentle touch, or warm humor? Let that come through in your words. Example: “I’m a calm-in-the-storm kind of person. I show up grounded, organized, and ready to support you in your birth journey, not someone else’s script.” Deb's Final ThoughtIf you only talk about why doulas are helpful, they’ll remember the profession. If you talk about who you are and how you support, they’ll remember you. When someone asks “Why should I hire you?” — don’t shrink. That question is your chance to show them that you’re not just another doula… you’re their doula. Want more tips like this? Join the free community on Facebook! |
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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