What's your USP?

All Doula UK approved courses follow the same Core Curriculum, so your training is solid and consistent - but your personality, values, and way of being are what make you the doula clients choose.

What is a USP?

A Unique Selling Point is the single most compelling reason a customer should choose you over other doulas. It focuses on a specific benefit or difference that matters to your target clients and can be communicated in a few words or a short phrase. A strong USP is customer-focused, believable, and woven through your branding and marketing.

Why a USP Matters for Self-Employed Professionals

When you’re self-employed, especially in a field where training standards are shared, your USP is the main way you stand out. It helps you attract the right clients faster, makes your marketing more efficient, and gives you a consistent message to use across your website, social media, and conversations. A clear USP reduces comparison shopping because it answers the client’s immediate question: Why you?

YOU Are Your USP

Becoming a doula through a Doula UK approved course means you and your peers share a common foundation: the Core Curriculum that ensures consistent, high-quality training across providers. That shared baseline is powerful - it means clients can trust that any Doula UK–trained practitioner has learned the essentials of emotional support, birth physiology, informed choice, and professional boundaries.

The Value of a Shared Curriculum

Because approved courses follow the same curriculum, competence is not the differentiator. Training parity removes uncertainty for clients: they know doulas trained on approved courses meet a recognised standard. For you, that’s liberating - you don’t need to prove your knowledge, you get to show who you are.

Key fact: Doula UK approval signals that a course follows the Core Curriculum and meets quality and inclusivity standards.

Why Clients Choose You

Clients rarely pick a doula because of a checklist of skills alone. They choose someone they feel safe with. Your USP is the combination of your voice, presence, lived experience, values, and how you communicate care. This includes:

• Your personality - calm, practical, playful, fierce.

• Your lived experience – cultural background, languages, previous work.

• Your approach - hands-on comfort measures, advocacy style, partner inclusion.

• Your values - trauma-informed practice, inclusivity, continuity of care.

These elements create an emotional connection that training alone cannot replicate.

How to Show Your USP

Make your uniqueness visible and tangible so clients can recognise the fit quickly.

• Tell stories. Share your journey to becoming a doula, client testimonials (with permission), what you do in your spare time.

• Use clear language. Describe your approach in concrete terms: what you do during antenatal visits, how you support partners, what a typical postnatal support session looks like.

• Show your face and voice. Photos, a short video, or an audio welcome message help people sense your presence.

• Highlight values. State your commitments (e.g., trauma-informed, culturally responsive) and what that looks like in practice.

• Offer a connection point. Free intro calls, short questionnaires, or a “what to expect” guide help clients feel seen before they commit.

Your Doula UK–approved training gives you credibility; your USP gives you clients. Lean into the parts of yourself that feel most authentic, make them visible, and let your humanity be the reason families choose you.