How to Create Content That Attracts Pregnant & Postpartum Mothers (Instead of Other Doulas)
The 4 Content Types Every Doula Needs to Book Clients on Instagram
If you’re posting consistently on Instagram but still not getting engagement—or getting the wrong kind of engagement—here’s what that actually means:
You’re not building relationships.
You’re broadcasting into the void.
You’re talking more to the doula community than to pregnant women who actually need you.
And that’s not just a visibility problem.
It’s a sales problem.
So today, I’m giving you the fix. And spoiler: It’s not more trending audio tips.
1. Pain Point Content: Mirror Her Inner Thoughts
What It Is:
Pain point content isn’t manipulative. It’s emotionally intelligent. You’re naming the fear, doubt, or tension your ideal client already feels.
How to Do It Well:
Use her language. Not expert words like "physiological birth." Say things like, "I just want to feel in control."
Meet her where she is. Talk about the problem she thinks she has ("I just want a birth plan that works") before you go deeper.
Name the emotion. Don’t just say she’s overwhelmed—say: "You’re smiling at your baby registry while silently panicking about giving birth."
Why It Works:
The moment she sees herself in your content, she stops scrolling. She follows. She replies. She books.
2. Desire Content: Help Her See What’s Possible
What It Is:
Desire content paints a picture of the transformation she craves. It helps her visualize success with you.
How to Do It Well:
Lead with the after. Skip the teaching. Say: "Imagine walking into birth feeling calm, clear, and unshakably supported."
Make it specific. "You’re sitting in your postpartum bed, baby on your chest, and thinking: ‘I did it.’"
Use ‘you,’ not ‘I.’ Speak directly to her desires, not your resume.
Why It Works:
Desire is what gets people to move. She’s not buying support—she’s buying peace, power, and possibility.
3. Belief-Shifting Content: Rewire the Doubts Holding Her Back
What It Is:
This content calls out misconceptions and offers new perspectives. You’re breaking down the mindset blocks that keep her from hiring you.
How to Do It Well:
Bust real myths. Not "education," but beliefs she actually has: "Doulas are only for home births."
Speak to hidden guilt. "You don’t need to earn your doula by being scared enough or crunchy enough."
Use contrast language. "Before working with me: second-guessing everything. After? Owning every decision."
Why It Works:
Most objections aren’t about money—they’re about belief. Shift the belief, and she becomes ready to buy.
4. Connection Content: Show Her Who’s Behind the Brand
What It Is:
Connection content humanizes you. It helps her trust you, vibe with you, and want you in her corner.
How to Do It Well:
Tell real stories. "My postpartum anxiety hit me hardest on day 3—here’s what helped."
Share imperfection. Not just curated moments. The messy stuff builds trust.
Be bold about your values. "If your OB is ignoring your birth plan, that’s not normal—and you deserve better."
Why It Works:
Because people don’t hire strangers. They hire humans they trust. And trust starts with connection.
Why You’re Not Booking Clients From Instagram
If you’re educating but not connecting…
If you’re inspiring but not converting…
If you’re posting consistently but invisibly…
It’s because your content isn’t doing its job.
These 4 content types—pain point, desire, belief-shifting, and connection—are your new visibility strategy. They turn strangers into leads, leads into DMs, and DMs into booked-out months.
But let me be honest:
Content is only step one.
If you freeze when someone asks, "How much do you charge?"
If you don’t know how to follow up without feeling desperate…
If you’re getting inquiries but no conversions…
That’s where most doulas spiral.
And that’s exactly why you need to come to my free live masterclass:
🌟 Doula Success Roadmap: How to Book 3 Clients in 30 Days Without Feeling Pushy or Salesy 🌟
🗓️ Tuesday, June 17th
In this free masterclass, I’m breaking down the exact system my doula coaching clients use to go from “DMs are dry” to “I just signed three clients this week.”
You’ll learn:
How to attract aligned clients early in pregnancy
How to lead a consult with clarity and confidence
How to follow up without being ghosted
How to close the sale without sounding like a sales rep
It’s live. It’s free. And it’s the only one I’m doing this month!
Let’s make this your most booked-out season yet. ✨ Register here!
