Mastering the ‘Rule of Seven’ to Grow Your Doula Business


Marketing your doula business can feel overwhelming, especially when you’ve put in the effort to build a website, post on social media, and even distribute business cards—yet clients aren't lining up.

If this resonates with you, you’re not alone. Many doulas face this challenge, often assuming it’s due to a lack of demand in their area. The reality, however, is usually something much simpler: people don’t know you exist yet.


What Is the Rule of Seven?

The Rule of Seven is a foundational marketing principle stating that a potential client needs to see or hear your message at least seven times before they act. This doesn’t mean you’re doing something wrong—most likely, you just haven’t communicated enough. Posting about your services once or twice simply won’t cut it in today’s busy, information-overloaded world. Your target audience needs repeated exposure to your message before they remember you and decide to take action.


Why Posting Once Isn’t Enough

When you post on social media once or drop off business cards at an OB’s office, it’s easy to get discouraged if you don’t see immediate results. However, this doesn't mean your services aren’t valuable—it means your potential clients haven’t had enough exposure to your offerings. People are bombarded with marketing messages daily, and it’s easy for yours to get lost in the noise if it isn’t consistent.

You need to be present across multiple platforms: social media, local groups, email lists, and even physical spaces like coffee shops or yoga studios. But even more important is posting frequently on these platforms.


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Multi-Channel Marketing: Why It’s Key

Imagine you post once on Instagram, once on Facebook, hang a flyer at the local coffee shop, and mention your doula services in a mom’s group. That’s four exposures, which is a good start, but you’re still three short of the magic number seven. And remember, posting once across multiple platforms doesn’t count if different people see it in each space.

To reach the same people seven times, you need to consistently share your message on each platform. This means posting about your services multiple times on Instagram, multiple times on Facebook, and continuing to show up in the community.


Consistency is Everything

One common mistake is thinking a poor turnout for a class or event is because no one is interested. In reality, it’s often because not enough people knew about it or they didn’t see the message enough times to take action. Instead of constantly changing your offerings or event schedules, stick to a plan. If you’re offering prenatal yoga every Monday, stick to that time and market it consistently. Over time, your community will know when and where to find you.


How to Use the Rule of Seven in Your Marketing

  • Post More Frequently: If you’re posting once a week, try posting three times. If you posted about a class once, aim for seven different posts about that same class leading up to the event. Use different angles for each post, such as sharing the benefits of the class, testimonials, behind-the-scenes content, or tips related to the topic.

  • Diversify Your Content: You don’t have to post the exact same thing seven times. Talk about your service in different ways. For example, if you offer placenta encapsulation, one post could be about the benefits, another could show you preparing capsules, and another could share a client testimonial.

  • Use Multiple Platforms: Post across different channels like Instagram, Facebook, and your local community groups, but remember—frequency on each platform matters. Seven posts on Instagram are just as important as seven posts on Facebook.

  • Make It Easy for People to Contact You: Don’t make potential clients work too hard to find out what you offer. Your website should have clear calls to action, and your contact information should be easily accessible. Ensure that your bio on social media provides essential details like your location and services.


Don’t Let Fear Hold You Back

It can feel strange to post frequently, especially if you think people might find it annoying. But here’s the thing: no one is watching you as closely as you think they are. Not everyone sees every post, and posting more frequently increases the chances that your message will finally get noticed. This isn’t about spamming—this is about being visible enough for people to remember you when they need your services.


Why This Matters

At the end of the day, you’re not just selling a service. You’re offering valuable support to families in need. If they don’t know about you, they can’t benefit from your expertise. By implementing the Rule of Seven, you’re ensuring that more people in your community know who you are and what you offer, and that leads to more clients, classes, and opportunities for you to serve.


Take Action Today

  1. Audit Your Social Media: Review your social media posts from the past month. Have you talked about your services enough? How often have you posted? Are you sharing consistently across platforms?

  2. Set a Posting Goal: Aim to post about your services three times more than you currently do. Keep the Rule of Seven in mind with every event or service you promote.

  3. Track Your Results: Once you start posting more frequently, notice how it impacts your engagement, inquiries, and class attendance.


Remember, building a thriving doula business takes persistence, consistency, and a little marketing know-how. Post more, market more, and soon your community will know who you are and why they should hire you.



Connect with The Doula Darcy:

Darcy Sauers