Authentic Copywriting for Doulas and Success without Sacrifice with Jillian Anderson

Summary

The Doula Darcy Podcast: Episode Summary

Title: Authentic Copywriting for Doulas and Success without Sacrifice
Host: Darcy Sauers
Guest: Jillian Anderson
Release Date: January 31, 2025

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Introduction: Welcoming Jillian Anderson

In this engaging episode of The Doula Darcy Podcast, host Darcy Sauers welcomes Jillian Anderson, a seasoned copywriter and host of the Vital Mother Podcast. Darcy expresses her excitement about Jillian's expertise and their shared journey in building successful businesses centered around authenticity and empowering women.

Key Quote:

"We're very similar in the way that we think and the way that we've built our businesses." — Darcy Sauers [00:45]

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The Power of Copywriting in Doula Services

Jillian Anderson delves into the significance of copywriting for doulas, emphasizing that effective copy is akin to a key that unlocks client connections. She shares her impressive achievement of generating over $300,000 in sales purely through strategic copywriting.

Key Quote:

"Copywriting is this kind of a key that you can turn and open a lock. It’s emotionally moving writing, it’s activating." — Jillian Anderson [04:07]

Jillian explains how emotionally resonant copy can guide potential clients through their decision-making process, leading to increased bookings and client engagement. Darcy echoes this sentiment, highlighting that hiring a doula is an emotional decision for families, making authentic and heartfelt copy essential.

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Personal Journeys: Building Businesses Post-Parenthood

Both Darcy and Jillian share their personal experiences of starting their businesses after the birth of their first children. They discuss the challenges of balancing motherhood with entrepreneurship and the drive to create businesses that allow more time for family without sacrificing professional success.

Key Quotes:

"I decided to start my business after having my first baby to be more present with my son." — Jillian Anderson [13:39]
"I quit my marketing job overnight to become a postpartum doula and prioritize my children." — Darcy Sauers [14:31]

They emphasize the importance of designing businesses that support their personal lives, leading to the concept of "Success Without Sacrifice."

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Success Without Sacrifice: A Mindset Shift

Darcy introduces her program, Success Without Sacrifice, which aims to help doulas build passive income streams through digital products and courses. This approach allows doulas to achieve financial success without the relentless hours traditionally required in the field.

Key Quote:

"Success Without Sacrifice is about helping doulas get passive income so they don’t have to work 90 hours a week." — Darcy Sauers [15:55]

Jillian adds that transitioning to digital offers transformed her business, enabling her to achieve significant sales with less time and effort.

Key Quote:

"Once I started doing group programs and digital offers, I realized how easy it could be to make money." — Jillian Anderson [16:56]

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Authentic Voice in Copywriting

A significant portion of the discussion focuses on helping doulas find and express their authentic voice in their marketing materials. Jillian advises doulas to write conversationally, using their natural speech patterns to create a genuine connection with potential clients.

Key Quote:

"Write how you speak. Don't be afraid to be conversational." — Jillian Anderson [29:23]

Darcy shares her own challenges with copywriting, noting that many doulas struggle with formal writing styles that don't convey their true personalities. Jillian emphasizes the importance of confidence in copy, encouraging doulas to be clear and direct in their calls to action.

Key Quote:

"You're telling them what to do. You're telling them what next step to take. You’re not saying 'please' if you will." — Jillian Anderson [31:37]

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Overcoming the Martyr Mom Mentality

Darcy and Jillian explore the prevalent "martyr mom" mindset among doulas—a belief that their worth is tied to self-sacrifice and endless service to clients. They discuss strategies to break free from this mindset, such as valuing one’s time, setting boundaries, and creating systems that allow for both professional success and personal fulfillment.

Key Quote:

"Helping doulas get this passive income coming in allows them to break out of the cycle and have success without sacrifice." — Darcy Sauers [26:18]

Jillian highlights the importance of examining underlying patterns of self-worth that may hinder business growth and personal well-being.

Key Quote:

"Our self sense of self-worth and those underlying patterns impact the decisions we make in business." — Jillian Anderson [26:56]

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Exclusive Offer: Copy Audit for Listeners

Towards the end of the episode, Jillian announces a special offer for podcast listeners. Anyone who signs up for Darcy's Success Without Sacrifice program before February 7th will receive a complimentary copy audit of their web sales page from Jillian. This invaluable bonus is typically valued at $2,000, providing personalized feedback to enhance the effectiveness of doulas' marketing materials.

Key Quote:

"Anyone who signs up before February 7th will get a Gillian Anderson copy audit of their web sales page." — Darcy Sauers [35:53]

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Conclusion: Empowering Doulas Through Authentic Marketing

The episode concludes with Darcy and Jillian reaffirming their commitment to empowering doulas to build successful, fulfilling businesses without compromising their personal lives. They encourage listeners to embrace authentic copywriting and leverage digital tools to achieve sustainable growth.

Key Quote:

"We are just both passionate about more women and mothers having that freedom for what they really want in life." — Darcy Sauers [19:51]

Listeners are invited to follow Jillian on Instagram (@JillianA.Anderson) and check out her Vital Mother Podcast for additional insights and inspiration.

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Final Thoughts

This episode of The Doula Darcy Podcast offers a wealth of insights into the pivotal role of authentic copywriting in building a successful doula business. Through shared experiences and expert advice, Darcy and Jillian provide doulas with the tools and mindset needed to attract more clients and achieve professional success without sacrificing personal well-being.

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Connect with the Hosts and Guest

• Darcy Sauers: Instagram | Facebook Community: Doula Marketing Group
• Jillian Anderson: Instagram | Vital Mother Podcast | Website

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For more valuable insights and to join the conversation, tune into future episodes of The Doula Darcy Podcast and become part of a supportive community dedicated to empowering doulas and the families they serve.

Transcript

[A]

Welcome to the Doula Darcy Podcast. I'm your host, Darcy, a business coach for doulas. And I love helping my fellow doulas master the art of marketing so that they can grow their businesses and help more families. On the podcast, I combine my decade of experience in Advertising with 14 years as a doula to empower other doulas with the marketing strategies and mindset shift gifts they need to attract more clients and create successful, fulfilling doula careers. Whether you're just starting out as a doula or you're looking to take your doula business to the next level, you're in the right place. Let's go.

[B]

Hello, everybody, and welcome to this episode of the Doula Darcy Podcast. I am very excited and I probably say that every time, but this episode is. I'm calling it right now. It's going to be good. I have Gillian Anderson here with me today. Jillian Anderson is an amazing copywriter that I met on the Internet. And this is. I've decided this is my theme for 2025 and even the last half of 2024. My favorite people in my life, I met on the Internet now, we were just at the birth worker retreat, all talking about how funny it is that you go to events now, and you're like, I'm just gonna be hanging out with people I met on the Internet all week. I love it. Yeah. So we literally met in DMs on Instagram, and here we are. I've been on your podcast. You came, you were a guest expert in my Doula village. And I just. We're very similar, I think, in the way that we think we're very similar in the way that we've built our businesses. And I just think you have so much to share with Doula as well. When you came in and spoke to my Doula village about copywriting, that sounds like you and sells way better. That line alone is so good. Everybody loved it. Is one of just a very popular replay that we have in our video library and what I love about your work and the way you also have your own podcast called the Vital Mother Podcast. I've been talking so much lately and then in the past couple weeks about AI and how it's a tool that doulas should be using. But I, I'm like, begrudgingly saying that because I believe so firmly in, like, authenticity and marketing from your real voice. And I know that you do, too. And you're a copywriter, so you probably hate AI, but there's so much that AI is a tool doulas can be using. But copy is such an area that doulas really need to focus on. And by copy, the words on your website, the words in your emails, your social media posts, and I know why I think that. But Jillian, can you tell us why you believe copywriting is such a key part of connecting with clients?

[C]

Sure, sure. Yeah, I would love to dive into that. It's an interesting topic. There's a lot of different opinions online. There are the people who are really going full speed ahead into leveraging AI. There are the people who have some trepidation and for good reason. I believe, and I think that there's a way to use certain features of AI. And I'll get into specifics of how I do things. But in terms of copy and why it's so important, what I can say is that copy first. I built my business purely on copy. Before I had even invested in branding, before I had invested in quite a few things that people say are critical, fundamental. I was heavily experimenting with different offers and I built. I had crossed over $300,000 in sales in my business, not in a year, but just total revenue generated with just purely my ideas and the copy to support them.

[B]

Yeah.

[C]

And what I really believe is that copywriting is this kind of a key that you can turn and open a lock. And what I mean by that is it's motivational writing at its core. And motivational probably isn't the right word, but emotionally moving writing, it's activating. And so if you have two doulas and one doula's copy is very flat and very factual and very data like just listing certain things. And you have another doula who is using customer psychology to identify her customers inner landscape, her mind, why she is looking for a doula, whether it's a birth doula, a postpartum doula, whether it's a sleep consultant. Right, the doula or the business who is using that customer psychology to take her reader on a journey of making a decision making. And that really is my job as a copywriter. I love to guide a decision. I'm guiding a decision, I'm guiding a decision making process. I fully believe that the reader has her own free will to click the button or not. She can sign up or not, she can hire a doula or not. She can hire, she can do whatever she wants. But I love to guide these decisions and I specifically, I really love to guide them because I know the transformation that's available or the service that's available or the experience that's available when a woman says yes to something like a postpartum doula, for example. Right. Yeah, I know what's gonna, she's gonna have a better experience. So the doulas or the business owners in general who are using copywriting intelligently, it's just proven more clicks, more signups, more sales, more you're gonna be booked easier.

[B]

And I think it goes, I think that's true for any industry, but it goes double for doulas because people hire a doula and I always say this ba. You could put up two doula resumes, but people are going to hire the doula that they connect with that energetically, like their personality. They. What? Some emotion comes. There's some kind of connection, whether it's reading the copy on your website or your social media posts or meeting in person for coffee. It's, it's, it's an emotional decision to hire a doula. So the way you express yourself in person. But I think copywriting for a doula, the magic is making your copy sound like you and getting the, your authentic voice to come through so that people know who you are, what you do, why you do it. And it elicits an emotion from them that they want to hire you. And it's magical if you can tap into that and really get into that in your copy. And I, oh, I say this all the time. I see so many doula websites that are like a doula. Doula is a Greek word and it means woman servant. Like that. It's so boring. And. But if you have a website that tells the story of your birth or why you became a doula that like elicits emotion, it's going to be so much more effective. And I love that. One of the things actually I learned from reading your social media post, Jillian, and this was after we had had several zooms and I was on your podcast and you were in my membership. I. You wrote an Instagram post about how you had a free birth with your son. And I was like, oh my God. And the. And of course, cuz you're who you are. The post was so interesting. It was like I, I can't even remember. I should have looked it up. But you were like talking with a neighbor or something and mentioned you had a free birth and her face like fell. Yeah, it was just such a great post. But I think it, there's just so much we can talk about here because of just the way you have structured your business to fit your life as a mom. And I think one of the things I really like about you is your. And we haven't even really talked about this, but it's. I feel like we both are just. I don't. This normal way of doing business over here. Like, we don't do that. You and I just don't do that, Julian. Like, we're like, we just don't. And I don't know. So it comes through in your copy. And I feel like finding out that you had a free birth. And then you did tell me on the phone that you did hire a postpartum doula, which that's something I really want to hear about because that's just. As a postpartum doula myself, that makes me so happy. I think another thing we have in common is we both decided to start our businesses after having our first baby. So can you talk about that moment for you?

[C]

Yeah, I actually. It's really beautiful because I have a background as an abdominal massage specialist. So when I was a young woman, I became a massage therapist. I did a little bit of college, and I was an English major and a psych minor, which is so crazy full circle, because copywriters are exactly that. I dropped out of college. I couldn't pass algebra 2 or something. I was trying so hard. I was taking night classes with all the adults and trying to pass this class. And I ended up dropping out. And I went to school to become a massage therapist. I then specialized and became an an abdominal massage specialist. And some of your listeners may be familiar with Rosita Arvigo and the Arvigo Institute, my abdominal massage. So I studied with her, and then I started to specialize in that technique. And because I was surrounded from the age of 20 with doulas, midwives, birth workers, I literally knew the ends of birth. Like, I knew what was gonna go on. I heard a lot of bad stories. I heard about the outcomes. I heard about all these women coming in and doing, like, postpartum trauma stuff. Heard I heard from postpartum doulas. I heard from birth doulas. I was fascinated. So I just happened to be this, like, little wild card, 20 year old, like, in the birth world.

[B]

Yeah.

[C]

And I.

[B]

Did you also. I have to interrupt. Did you also have abdominal massage clients like, that were dealing with.

[C]

Yes.

[B]

Trauma and, yes. Birth stuff? Yeah.

[C]

I ended up specializing more so in the postpartum recovery aspect. And I would end up. I ended up seeing a lot of women who had, quote, unquote, emergency cesareans. And I realized these women because I would work on the scar tissue and the scar Tissue would hold that uterus in a suboptimal position and that would impact the birth outcome for the next childbirth that she had for the next pregnancy. So what we were doing was optimizing for her next pregnancy. We were also trying emotional release happens when you work on that on the uterus. I ended up having a number of fertility based clients, like clients who were trying to conceive. But for the most part, I was drawn to the postpartum recovery side of things. Yeah, I heard all these stories and then flash forward and I was surrounded by doulas and midwives. During my first pregnancy, I had an unassisted, undisturbed childbirth with my first and then went on and had a second with undisturbed childbirth with my daughter. So I have, it's this, it's. It can be triggering to say I trigger myself when I say this, but I don't have birth trauma. I didn't have a traumatic birth. And I think it's good to say sometimes because I think women, like some young women need to hear that you can just have good experiences. You just.

[B]

All young women need to hear that.

[C]

Yeah, yeah. And if it's, it's trigger, it's tricky because there's so many poor experiences and it's, ugh. If I could just weave a magic wand and just take women's pain away. I was, I'm deeply, like, motivated and passionate about women's health outcomes. I started my business after the first undisturbed birth. I got. I had a hard postpartum. It was really hard. I was trying to get back on my feet immediately. I was trying to make a cake for my husband. I was like, I. It was all independent. I can do anything. And I just threw the baby. Oh, yeah, it was a mess. I had a really rough one. I was trying to work out too soon. I was trying to do all that stuff. But flash forward to when he was six months. I, for financial reasons, felt like I had to really, I had to go back to work. And I hated leaving him. And I decided after navigating, trying to go back to work. You're overstimulated as a mom. You're going to massage people. You're like, I can't even, I can't do that. My breasts are leaking milk. I'm pumping. I can't do this. So I was excited to build my business. It wasn't building a business. It required. It's a huge learning curve. So I basically built my own website in nap time mode. And I was staying up late trying to figure out all this domain stuff and all the tech stuff. That's hard.

[B]

Oh, yeah. So that when you're sleep deprived, like what?

[C]

Yeah, that's how I got my start. I really wanted to replace my in person income with online so I could work from anywhere, so I can be home with my son and the rest is history. I haven't had to go. I haven't had to go back. I haven't had to go. I've con. There's been hard moments where I've considered, would it be easier to just go get a job? Right.

[B]

Yeah. But your motivating factor to start your business was to be with your son more, right? Yeah. Yeah. And same for me. I had my daughter. I did not have a blissful birth experience or postpartum experience, but when the time came to go put her into daycare so I could go to my marketing job legit, panicked and quit my job, like overnight.

[C]

Yeah.

[B]

And was like, okay, now I have to figure this out. And everybody listening to this podcast has probably heard my story, but that's when I became a postpartum doula. And I was like, this is great. I can do this part time and still be with my kids. And. And then even my transition into switching over to Doula Darcy and being a doula business coach was like, more. Like I wanted more time for myself, more time with my kids, family, creating a business that served my life even more. And so I just. I think what it comes down to why I like you so much is I feel like we are just both out here and my. The name of my new program is Success Without Sacrifice. I think you and I both really embody that. We have successful businesses and we are just not around. We are not open to sacrificing. And maybe we have. And speaking for myself, I certainly have. I certainly work too many hours and. And did all the things to put myself and my family last at times. But I've reached this point now. There's no more sacrificing anything, any moment of time. And I feel like you are very much the same. What would you do? You agree with that?

[C]

Yeah. It's actually. It's cool to think about. I definitely think that moment comes. Right. It probably comes for every woman at a different time. That moment when you just. It's like the line in the sand moment where you're like, I am not going to. Oh, the sweat, blood and tears think, I am not going to suffer for this or I'm not going to overwork or I'm not Going to sacrifice my health or I'm not. I'm. I think it comes down to charging sometimes, like what you're charging for what you're doing and valuing your time and self worth and self respect. And I think sometimes that that line in the sand can be scary. But I've also had a lot of success with digital offers, Darcy. So that changed everything for me and I know that changed everything for you. So once I started to. I had mostly a one to one model when I started my business. And once I started to do one to many group programs and then one to many digital, I just realized how easy it could be to make money.

[B]

Yes.

[C]

I thought, what have I been doing this whole time? Because what is this? I may. I think I shared this story on. When you were on the podcast, on the Vital Mother podcast. I had a digital course do so successfully that it did $17,000 in one day. And I was in an Uber in New York City and I was like going to an entrepreneur event and I was like, what is my life? I am, I'm shocked. I shook that day. I was in this Uber because I lived in New Jersey, so it was easy to just go to these, I don't know, events. And I just thought all the sales were coming in. It was like 4 97. 4 97. 4 97. 497. And I just thought. And then I shook hands with people who are like known in the entrepreneurial space. Like I had shook hands with Selena sue, who's like a PR person. Yeah. And I just thought I am like entering this new realm of life and I've never looked back. Like now once you taste digital offer sales and you just can't think about money and time and effort the same. You know what I mean?

[B]

Yeah. Oh, I just got chills. Cause that's exactly it. Thinking that is has been part a huge part of my transformation of feeling that way. That's exactly right. Like those days when I talk about it all the time, like being at the beach and like checking my phone, like, what I just made a thousand doll for, Like I was on the beach.

[C]

I love it. I love it. People roll their eyes, but really there are entrepreneurs everywhere who are experiencing this.

[B]

Yes.

[C]

It's not eye roll. We don't need. We can be curious about that. Yeah.

[B]

And I don't want to. I always say it takes work, it takes good copywriting, it takes good marketing to build the foundation. But then once you do, it's that money rolling in and it's. It. Yeah, it. That Makes it very easy to be like, I'm never going back. I sometimes think about, like, Covid. When the COVID lockdown happened, I was. And nobody wanted a postpartum doula. I was like, oh, I could go back. Like, I could try to call an old boss and get some kind of, like, work from home marketing gig, but I was like, I will shrivel up and ant. I can't have a boss.

[C]

What is that?

[B]

What? I have to enter a time cheat? No, I. I just. I've tasted that digital course, passive income. I am not going back. And I think you and I are both so passionate about more women and mothers having that. It gives you such freedom for what you really want in life. For me, that's like, naps and skiing. I don't know what it is for you.

[C]

Yeah, I like to not have to look at the clock. I just like it. I like to not have to look at the clock a good chunk of the week. If I just don't have to know what time it is. I am riding high. I'm like, this is great, because then you're not, like, stressed about getting the kids to do this by that time. It just seems like I thrive with less stress. There's less rushing around. It's just. There's a lot of flexibility. And I'm a writer, so I just thrive with a lot of thinking space and creative time. And. Yeah, I love. I love to hear that you had that moment where you were like, I can't go back.

[B]

Yeah, the bridges were burned or the boats were burned, whatever that phrase is. I loved the other day. You told me you were like, oh, one of my. I'm a copywriter. I just like to go in this cave and write for hours a time. I was like that. How cool is that? That's the other thing. I think we're both working in our zone of genius and have designed our lives to support that, which is such a, like, cool thing that we get to do. It's so good.

[C]

It is. It's wonderful. It's like, it's something that I say, I can't not. How could I not. How could I choose any other thing? Like, how could I do that? It's hard to. It's hard to ignore your. Your strengths and your skills. They're always there.

[B]

Yeah. And then it doesn't feel like work when you're operating in that zone of genius. And I just love it so much. And one thing you talk a lot about is that you are. Your podcast is about how it's I love your podcast with all these stories of people that are thriving as entrepreneurs, but also moms. So can you talk about what made you start this podcast along with theme?

[C]

Yes, I can. Because I had the imprint subconsciously of the martyr mother. So the impression was that motherhood was martyrdom, that motherhood was tied to suffering, losing your body, losing your vitality, stress and dread and pain and suffering and sacrifice is the word. Right. So I had seen this. Not had I. Not only had I seen that, I actually took that on.

[B]

Yeah.

[C]

As we all take on our parents stuff. Right. So I took this whole thing on. So when my son was born, even though I had these wonderful outcomes was pregnancy and birth and I was doing all the things I thought were right, I still had this thing going on of this is I had the martyr mom thing going on. Like, I'm suffering. I'm, you know, I'm tired, I'm stressed. I'm. And so what that does is it creates resentment in your marriage or your relationships, whatever they are. You know, it creates all kinds of negativity. And I had this process that I went through where I hired a house cleaner. And I know you have a similar. You started to get help with certain things. And I went through the same exact thing in my own way where it was like, I am not going to complain anymore. I'm literally going to get help. I hired a house cleaner and that changed everything. It took the burden off my marriage. It took all that negativity and complaining. It just took it right off of me. Of course, I had to get trained. I had to train myself to allow someone to clean my house, which was a process. Wow. This person's really going to clean things that I'm, like, embarrassed about. I don't know how to allow this kind of support. Right.

[B]

Yeah.

[C]

So it was like allowing support, allowing other people to come in and do these things that they wanted to do and they're getting paid to do. And so I started to feel like, wow, there was time and space for my creativity. There was time and space for writing. There was time to connect with my son. There was time for marriage, There was time for walking or exercising. Like, I didn't have to quote, unquote, slave on the kitchen floor. Like, right. It didn't have to be that way.

[B]

Yeah. And we're, like, laughing about it. But for me, it was years and years of processing, like a process to get to the point that I am now. And I love that the conversation has gone this way because that whole mother as martyr and like I'm not. I'm only a good mom if I'm suffering. It's like, you're only a good. The what my imprint was like, you're only a good mom if you're suffering so that your kids are doing well and that. Or you're working so hard so your kids have dinner on the table. And I'm taking from myself to give to the kids. And that's what a good mother is. And I think it's very common. I'm sure people listening are identifying and have felt this way on some scale. But this spills over so hard into the doula world in that the doula is martyr. Like I'm taking on this physical work with my clients. I'm on call for them. I'm taking on the emotional. There is so much that goes along that we do as doulas for our clients. And it can get, it can tip over into that martyr and sacrifice, working ourselves to the bone, like just overworking at the expense of ourselves and our family. This is what happened to me. I quit my corporate job cause I wanted to be with my kids. And then I find myself working so many hours as a doula that I'm not with my kids and. But I want to be a good doula. And it's. It's the same cycle even more. And so that's exactly why I'm doing what I'm doing now. Like helping doulas get this passive income coming in, get digital products and courses launched so that they can break out of that cycle and have success without sacrifice. And I think it's. It's a little bit of a. It's a. Not a little bit. It's a big mindset shift.

[C]

Yeah. Yeah. As you're talking, I'm thinking like if I think about the doulas listening or the sleep consultants listening, it's what are you gaining from the suffering? What's the gain? What's the benefit? What's there? Because there's always something underneath those things. And a lot of the times our self sense of self worth and those underlying patterns impact the decisions we make in business. And going forward without examining them often prevents somebody from making different decisions about their offer. Maybe their offer suite, maybe they're pricing what they're charging and all these things.

[B]

Yes.

[C]

Yeah, absolutely.

[B]

Yeah. I think that's another way this manifests. Oh, a good doula, like under charges and like hell, like we're bending over backwards and giving discounts. And in the end that's not serving anybody. And it's actually this whole bad, energetic cycle if we're modeling martyrdom for our clients as new moms. True. Wow.

[C]

I didn't even think about that.

[B]

Yeah, it starts there. Oh, there. There's three more podcast episodes in here.

[C]

That's true.

[B]

But yeah. So, okay, let's bring it back to copy and writing, and I think we just make I. Marketing hard, or. Here's what I think. I don't make marketing hard. I think doulas make marketing hard because they think, oh, I have to sell. It's like marketing. I say marketing, and they go to, like, use car salesman sleazy tactics. And the same with copywriting. This is not. You're not out there, like, psychologically getting people to buy things they don't need or. That's not what it is. How do you help your clients tap into their real voice so that their copy so that they're writing, so that they're marketing, so that the bri. The brand they're putting out, say, as doulas, is reflecting their authentic. Sorry, that is a really big question.

[C]

I'm gonna go for it. All right, so what I would say is that I think most of us have voice, and then we have a copywriting voice that we develop. So in terms of voice, it's. If you think about just how you speak, tone, cadence, just how you would be conversational with someone, the easiest way to look at your voice objectively is to take something like a recording with a client or a podcast episode, put it into a transcription, and just look at the transcription. What are the words and phrases you're using? Use those on your website. Write how you speak. Don't be afraid to be conversational. We need to strip away a lot of this formal formality, especially in I. I've seen it on doula websites before. It's. It can be very, like, formal.

[B]

Not.

[C]

I'm not gonna say medical. But you know what I'm talking about.

[B]

That's something I struggled with, is I thought, oh, okay, I have to write a website or. Even in my marketing days, I wasn't a copywriter, but I. I actually remember saying to one of my first bosses, like, he gave me copy to, like, proofread. Everybody in the office had to proofread. I was like, this sentence structure is not. I was such a grammar nerd. And he's. This is copywriting Darcy. Like, we don't like the grammar. Norton's grammar rules don't apply. But even as a doula, even knowing that, like, when I went. Sat down to Write my Doula website. I like came at it like I was writing a five page college essay. And even the same, I see it with Doula's social media posts. It's like we're writing, we come at, I don't know if it's public school or something. We're so trained to have an introductory paragraph and all these full sentences. And your copy for marketing has to be more conversational.

[C]

A hundred percent. Yeah, a hundred percent. It has to be conversational. You want to think about yourself sitting in the room with that perfect fit client. You guys are clicking, you feel connected, you're going back and forth naturally. There's no hesitation in your conversation. And so look at how you would speak in that way. It's personal. There's a personal touch. You're using words and phrases that you usually use. You can strip away all of that kind of like properness.

[B]

Yes.

[C]

Just come down to the conversational level. And then there's the other thing with. So there's the connecting to your voice and then making sure that's reflected on your website, in your emails, things like that. But then there's also what I say, every single business owner has to develop a copywriting voice and that's a little bit different. That voice is coming in at the end of the emails. That voice is coming in right above whatever button you're dropping. That voice is. You have to train yourself to do this. And it's uncomfortable at first, but it, that voice is very direct. You're telling them what to do. You're telling them what next step to take. You're not saying please if you will. May you click the button like it's not like that. You're telling them.

[B]

And you know what? That is something doulas do all the time. If you feel so inclined, reach out. I'm like, yo, click here to purchase.

[C]

Yes, click here.

[B]

Click here to book a call.

[C]

Click here. Buy now. We just have to trust that the person reading is mature and is making their own decisions and is has free will, which, that's the way I approach it philosophically. The person reading, I trust that this is an intelligent woman. If she doesn't want to buy now, she's not going to buy now. And, but, and that's the thing is I cut out every. Please, I cut out every. If you're so inclined, I go straight to being direct and confident. Clear. Yep.

[B]

And you know what, I talk about this a lot as doulas. There's this subconscious thing. If I'm hiring you to come to my birth or if I'm hiring you to come into my home three days after I just had a baby. I want you to be confident and clear. I don't want you to be wishy washy. And I want. I think confidence is so key as a doula. You can be any. You can be your. What am I trying to say? Like any personality. You could be crunchy, you could be preppy, you can be anything. But you will get hired more if you are confident. And that has to come through in your copy. And I don't think it does for a lot of doulas.

[C]

Yes. This is actually one of the things I love to see my clients go through. It's not every client needs me in this way, but there's some times where a client's their own stuff around. Their confidence is they're not edging their copy forward because they're not as confident. There's something happens when someone, sometimes when someone comes in and analyzes your copy or someone comes in and proposes like a different framework or a different structure for a certain page or a certain email. Their level of the confidence that I would want to reflect on the page is almost. I'll find my clients, some of them, not that they're not willing to go there, but it's almost like they're so modest and so thoughtful and they care so much. They're so honest and they're. They're just modest. They're not the kind of people who are going to be like, this is. Whereas I'm trained and I know we have to be. We have to be honest and straightforward. Of course. But also we need to let people know the truth about how this offer can really impact them and really change their lives or really improve their postpartum, let's just say. Right?

[B]

Yeah.

[C]

I find sometimes having an objective person to look at the copy can help so much.

[B]

Absolutely. Which is why. Perfect segue. I was just thinking, so you guys can tell Gillian is a genius. And not only are you an excellent copywriter, which you'll all know if you go follow her on Instagram and head to her website, Gillian-Anderson. Com. But you're also, you're highly trained. You've done all the things to in copywriting for sales pages. And so you have generously offered, after I asked you to, anyone who signs up for this next round of success without sacrifice. If you sign up before February 7th, you will get a Gillian Anderson audit copy audit of your web sales page for your digital offer that you'll work with Me on. So I am so excited because watching you go through a sales page, like, it's just. I don't know, I've learned so much from just chatting with you. And even. Just even. So I think everybody listening needs to go follow you on Instagram just to witness, like, how you write on Instagram. Like, it's really powerful to see that and soak it up and take it for your own business. So everybody go follow Jillian on. What is your Instagram handle?

[C]

My Instagram handle is Jillian A. Anderson.

[B]

Okay. I will put it in the show notes.

[C]

Yeah. But what I want to say is that this. I, Darcy, am trained in the long form sales page. So I became a certified sales page writer after having.

[B]

Who knew that was a thing?

[C]

No, I know. And I had done a bunch of my own offers and sales pages. I had started to coach clients on it. And then I thought, I need to explore this long form sales page certification. So I'm like a technician when it comes to the order of a sales page. Yeah. The psychology of the opening and the whole flow from top to bottom. It's really surprising how if you like, specifically move this here, do this here, swap this thing, like, it really can open up a whole new level of sales.

[B]

Yeah.

[C]

Because the person reading is you have to meet them in a certain journey. And you have to, you know, you're walking down a certain journey. And so I'm so stoked to analyze your client's sales page. For these ladies who sign up for success without sacrifice. I will say that when someone comes to me for a sales page analysis and they come through my website, I'm charging $2,000 to do the work on the sales page.

[B]

Yeah.

[C]

But that's because I've gone to that level of technician with that.

[B]

Oh, my God. And it's worth every penny. Which is why I'm just so excited that this is a bonus I can offer to anyone signing up for success without sacrifice because there's such value in it. And it. I know it's only going to help them so much. So thank you so much for offering that. And the bonus is not only are you certified excellent copywriter, like, you have this doula birth Mayan abdominal massage background. Like, you get the doula childbirth postpartum world, which not many people do.

[C]

I just gotta chill. I gotta chill, Darcy. Because I just want to say this really quick. I'm so pleased lately because I feel like I'm making an impact in the area that I am passionate about. But it's so. It's this weird sideways way that I had no idea. Like, if you would have told Jillian in high school and college, like, you will write copy for or analyze copy and write copy for women's health professionals and birth professionals, like, I would have been like, wait, what? But I. I truly feel like I'm connected to these women signing up for these offers. Like, my clients are my impact too. And so all of the women who you're going to work with, as they're developing their digital offers or as they're scaling their doula businesses, I feel connected to that impact when I get my hands on some of the copy.

[B]

Yeah. And I think that's just another little piece of building a digital business. Like, the impact that you can have without working 90 hours a week. It's just. I can't even put it truly into words. But I don't know, you're just. You're doing big things, and I love that we're both helping other women do that too, in their own lives. Again, thank you for this offer of making this bonus. So everybody go sign up for Success without sacrifice before February 7th. Get in there. So you get this super special. And if you already. If you're listening and you're like, I already signed up, you'll. Don't worry, you're good.

[C]

You'll get it, too.

[B]

Yeah, you'll get it too. But back to the fact that you get doulas and childbirth. Like, this is why when you came into my doula village and did our guest training in there, everybody was just like, this is amazing. Because I have other marketing experts come in or speakers or just. We all, as doulas have tried to hire a coach or a bit small. What's that thing Score like those free retired professionals, the just. You go talk to them. They have no idea what a doula is or how this is a business or how or to give any advice that's remotely helpful. So, like, to have someone like you that's a copywriter that deeply understands birth in this world is just rare to find. Thank you. And thank you for taking the time to come on this podcast. Everybody can go check out Jillian's podcast, the Vital Mother Podcast. I'll put all the links in the notes. What else, Jillian, do you need to tell these people?

[C]

I just wanna say thank you. I'm so grateful because I just feel so connected to your people and connected to you and just connected to what? The work that you do. So I'm just grateful to be here and to. To enter the mix and yeah, thank you.

[B]

So much. Darcy, you are welcome. And we'll have to have you back from all these other conversations that that were spurting out.

[C]

I love it.

[B]

Awesome. So thank you.

[A]

Julian, thank you for tuning in to the Dula Darcy podcast. I hope you found this episode valuable and I'd love for you to join me on the next one. Let's keep the conversation going. Shoot me a DM on Instagram Hedula Darcy or join my free Facebook community, the Doula Marketing Group, where we dive deeper into growing your doula business. If you enjoyed the episode, please take a moment to rate and review the podcast on your favorite platform. Your feedback will help more doulas discover the show, which in turn helps more families find the doula support that they need. And I believe that that is how we save the world.