80. What It Really Takes to Build a Six-Figure Doula Business (No Sugarcoating)

I recorded this episode to talk honestly about what building a six-figure doula business actually requires- beyond certifications, long hours, or trying to be everything to everyone.

I share what shifted my own doula business and what I see consistently in doulas who build profitable, sustainable doula businesses: leadership in conversations, visibility that does the heavy lifting, and learning how to sell your services without feeling pushy or fake.

This episode is a grounded look at why so many doulas feel stuck doing meaningful work without consistent income, and what changes when you lead differently.

👉 DM me AUDIT on Instagram @thelisavee if you want support getting clearer, more visible, and more booked.

Struggling to grow your doula business? Tired of chasing pregnant mothers online? Imagine effortlessly attracting your dream clients and consistently generating a steady income month after month. 

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Transcript

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Identity must come before strategy. So I sought all the strategy, all the different gurus. I knew that I had what it took to implement, right? And pour my heart into. But strategy does not work if your identity contradicts it. And man, did I have to learn this one the hard way? Welcome to the six-figure doula podcast. This is where confidence becomes currency. If you're a birth worker who's ready to stop overthinking, stop undercharging, and start leading like you mean it, then you're not here by accident. Every week we talk sales without the ick, money without shame, and building a business that actually holds you and your clients. Welcome home, Du Love. Welcome back, beautiful friends. Oh my gosh, this is a new year and a rebranded podcast. Hey, hey. And honestly, this is a way clearer chapter for me. And it's not because I suddenly figured everything out. Uh, no, it's because I have finally stopped pretending that comfort was my ultimate goal. So I want you to know that this podcast is not about hype any longer. It's not about quick tips, it's not about surface level motivation. I am going deep and I'm telling the truth about what it really takes to build a doula business that does not drain you to depletion. And as we step into this new year, I want to name something that I've been thinking hard about. And that is that most doulas I talk to are not failing. They're intelligent and they are so skilled and they are deeply, deeply motivated by care. They are heart-led and they truly want to see their clients succeed. But so many of them are playing a game they were actually never taught how to play, how to win. It's like you're taught how to drive a car, but then you're never given a roadmap. And then you just blame yourself over and over and over for getting lost. If you know me at all, that is a hilarious analogy because I can't find my way out of a cardboard box. But I digress. That is just like not an intelligence that I have. But I want you to sit with that for a moment. Like we know that we were taught how to support birth. The compassion piece comes naturally. We can hold space, but so many of us were never taught how to be visible or how to lead decisions and talk about money without feeling guilt. And when we act shocked, when one of the most emotionally demanding jobs in the world is also one of the least financially supported, it makes me scratch my head. So this is me being crystal clear about what this podcast now is and what it's not. And this is no longer going to be a soothing podcast. This is going to orient you. So I am here to help you see where you are, why you feel stuck, and what actually needs to shift. And that's not so you can go and add a million things to your to-do list. It's so that you can lead differently. And this year, this show is for doulas who are not going to blame themselves anymore for systems that they were never taught to navigate. This is for the women who want to build something sustainable and profitable and hella aligned without losing their integrity, without losing themselves, without sacrificing everything with their families. The long game. So just a gut check. If you are here to be challenged and clarified, called forward, then I can assure you you are in the right place. Before we get into it, I want to name a lie. And I call it the hardworking doula. See, hard work isn't the problem here. Direction is. So if you are a doula that takes every single inquiry, meaning you have no system in place to triage, to fitness check, to pre-qualify, you're probably feeling pretty damn tired. If you're the doula that customizes endlessly, bends payment plans, and stretches your capacity in a way that makes you feel like you're working so hard before the client is even technically on your roster, you probably want to take a nap. If you over-prepare for consults, if your calendar is booked but you remain broke, it has got to feel like you are sprinting on a treadmill and calling that momentum. But hard work without strategy is literally like pouring water into a cracked cup. Because no matter how much you pour in, it's never going to fill. And I say this all the time, but in my not so humble opinion, burnout is not caused by too much work. It is caused by misalignment that you just keep overriding. And if your nervous system relaxes when you imagine quitting, that is information. So I'm about to spell out for you what six figures actually requires. And yes, it is 100% possible. Number one, leadership energy. So to me, I get really annoyed when people misinterpret leadership for bossy. No, no, no. Leadership means certainty. Let me give you an example. So you're in a consult and Adula says, Here are all my options. Let me know what you think. Let me know what fits best for you. Versus based on everything you just shared with me, this is the support that will serve you best. Clients absolutely never want a menu when they are in crisis. They want, they crave, they need a guide. Mamas will not pay for information. And let's be real, information is everywhere at their fingertips 24-7. But they will pay for orientation. Number two is sales skills that feel human. So you've heard me say this three bazillion times, and I will never stop. Sales is not convincing. Sales, soulful sales is mirroring truth back to someone clearly. I'm gonna give you another example. You've got a consultation that goes nowhere because there was no urgency that was named. There was no cost of inaction that was named. There was no clear next step offered. Avoiding the ask does not make you ethical. It makes you unclear. Number three is visibility that does the heavy lifting. So your content, that thing that you are spending hours per day, tons and tons and tons of time every single week, should be answering. Is she like me? Can she help me? And can I trust her? And this should be dialed in and received before she ever gets on a consult with you. Look at it this way: visibility is like preheating the oven. There's a reason why we don't shove a roast into a cold oven and hope for the best. Cold audiences create awkward AF consults. Don't forget that. Number four, emotional boundaries with money. Six-figure doulas, they don't spiral out when someone says no. And they also don't justify their prices, discount reflexively, internalize the rejection. Your income stabilizes when your nervous system does. Okay, now I've got to talk about a trap that is a serious issue that needs to be addressed. And I feel really passionate about it. And that is the certification trap. See, certifications teach safety and they outline scope, they help with competence. But you know what they do not teach? Demand creation, pricing psychology, client decision making. Tell me I'm wrong. And if you have a certification that does these things, I want to hear. I want to hear from you because I think that is insanely rare. Okay, another analogy coming at you because I'm feeling the analogies today. A certification is like your driver's license. So that little official plastic card proves that you're allowed on the road, but not that you know how to build a transportation company. So the doula who's out there with the alphabet soup, six certifications, all sorts of like really impressive letters after her name, but no consistency with her client load or constant self-doubt. If these credentials feel like permission, I want you to know that the only thing that is going to get you there is more reps. Competence absolutely does not come from being certified. It comes from being chosen. Because unless you're chosen, you can't get the reps in. This next topic comes directly from self-reflection and looking at myself in the mirror, looking at my business and really getting brutally honest. And that is the idea that identity must come before strategy. So I sought all the strategy, all the different gurus. I knew that I had what it took to implement, right? And pour my heart into, but strategy does not work if your identity contradicts it. And man, did I have to learn this one the hard way. So what I mean is you can raise your prices, you can update your Instagram bio, you can launch a new offer. But if you are stuck seeing yourself as like just a helper and not actually a leader in this space, I can tell you right now with certainty that your body language and your tone and your energy will reek of hesitation. If you're really not sure if you have this in the right order, right? If you're sitting here saying, okay, I hear that it makes sense to me, but I'm actually not sure if I'm able to say yes or no, identity before strategy, or vice versa. Here are some questions to ask yourself. Do you trust your value before someone else validates it? Are you waiting for confidence to show up or are you creating it through action? Are you begging to be picked or are you inviting in the alignment? Because six-figure doulas do not wait to feel ready, they decide, and then it catches up. All right, love, here's what I want to leave you with. If you want to know what it really takes to build a six-figure doula business, the real question isn't how do I make more money? The real question is, am I willing to be seen as the guide? So if you are currently hiding behind education posts and pumping those out left and right day after day, if you are stuck over explaining instead of leading a consultation, if you have the mindset that selling is icky, and by saying that out loud and internally, that is your way of avoiding discomfort, you cannot stay invisible and expect visible results. I think that's like the definition of insanity. This is not about becoming someone that you're not. This is about owning who you already are. And that, my friend, is the work that I do. Not tactics first, identity first. And then a shit ton of amazing tactics that work. I hope you'll continue to join me on this incredible journey. Catch you on the next one. Oh, and Tula, before you go, if you are sitting here feeling like, yeah, I've outgrown how I'm showing up right now, I would love a chance to look at your Instagram bio with you because your bio should reflect who you are right now, not who you had to be to survive earlier seasons. So if you want a fresh set of eyes, DM me the word audit on Instagram at the least of V. No pressure, clarity, just clarity. Talk to you soon.