The One Question that Shaped my Doula Marketing

I’d been a doula for a while, yet struggling to market myself. This was in the late 90s and before it was common for small businesses to have web sites. I printed lots of brochures and business cards, and took them all over town to various midwives’ and doctors’ offices. I posted flyers. I talked to other businesses that specialized in helping expectant families. But it felt like I was shouting into the void, and I had no idea what was – and what wasn’t – working for me.

And then one day I had a light bulb moment while on the phone with a prospective client. I asked her: “Where did you find me?”

She said she’d gotten my name from a local midwife. The next few people to call and email me said the same thing. I was able to reach out to the midwife, thank her for the referrals and let her know I enjoyed working with her. A few people mentioned finding my brochures in offices, but no one ever said they found me through a posted flyer. I stopped posting flyers and focused on getting information into offices.

Two years later, once I got a web site up, many clients mentioned that as how they found me as well. Eventually I stopped hearing that my brochures were working, so I tapered off and eventually stopped doing those as well, focusing my efforts on what *was* working.

I also started keeping a contact log that helped me to remember to collect all helpful information, including this question. I’ve included it as a free download below, just for stopping by!


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