In yesterday’s article, I made a bold assertion:
“Here’s a painful truth about the Pro-Life Business Industry: In the way they interact with abortion-seeking women on first contact, many, if not most, pro-life pregnancy help centers, from a marketing and sales perspective, do not demonstrate that they have those abortion-seeking womens’ best interests at heart…”
Recently, while I was listening to a podcast of an internet marketer I greatly admire, he revealed what I think may be the best definition of marketing I’ve ever heard: “Marketing is about convincing people to want what they truly need.”
Convincing people to want what they truly need.
Implicit in that statement is that people may not – and I would say they often don’t – know what they truly need…
“Affectus Per Solam” means “By Feelings Alone.”
Western secular culture today is moved by a hyper-focus on an individual’s feelings.
When it comes to examining ideas, it’s interesting how often you will hear someone ask another, “How do you feel about that?” instead of “What do you think about that…?”
We humans love a great story.
We are easily pulled into stories about heroic adventure.
The movie industry in Hollywood knows this well.
It’s unlikely you can think of any blockbuster movie that didn’t have a basic plot line of a hero overcoming seemingly insurmountable obstacles to win the day…
“I like your idea, but I don’t like you.”
Ouch.
That’s not what an entrepreneur wants to hear after presenting a business opportunity to a prospective investor…
Back in the dotcom boom days in the late 90s, I was in charge of marketing for a dotcom start-up with a new wireless technology.
And our executive team went on the road often to present our “case for support” to private investors and investor groups that wanted to invest in high tech…
When we are passionate about the products and services we offer our customers, it is very difficult to objectively evaluate just how much value our customers get from our products.
After all, passion is an emotion…
In the previous article, I finished with the claim that, like the sharks on Shark Tank, a pro-life philanthropist who saw a typical PHC’s “sales” results, would say to a PHC board of directors and its executives, “I’m out, until you fix this.”
In their competition against Planned Parenthood, the vast majority of PHCs in the U.S. cannot bring forward a data-centric analysis that proves to a prospective pro-life philanthropist that there is significant demand for the PHC’s “choose life” product offering, as measured by market share…
Returning to our Shark Tank example from yesterday’s article, once the sharks pivot from their emotional reaction to a product investment opportunity to an analysis based on data, what questions do they ask?
First, they want some evidence that there is actual demand for the product under consideration…
In yesterday’s article, I claimed that for a typical PHC, the board members’ own strong emotional desires to end abortion results in them losing objectivity when evaluating the performance of the PHC executives and team members responsible for getting results.
Subjective feelings based on emotional intent and trying hard, replace objective data revealing measurable success…