In yesterday’s article, I made the following statement about what I would do if I started at new Pregnancy Help Center:
“…I would begin with a robust Promotion strategy backed by a substantial, non-negotiable, budget. And, I would only bring on Board Members who bought in to that strategy…”
Imagine that you just started a new business, and you can prove with real measurable results, how your product or service improves the lives of your prospective customers.
In other words, your business is truly “customer-centered,” and the customers and clients who purchased your product or service could testify that their lives were made better in some way by having purchased and used your product…
I am on my sixth year working closely with Pregnancy Help Centers around the country, helping them with direct response marketing.
Recalling my article on Monday about the “4 Ps” of marketing, my general assessment of PHCs is that they are, for the most part, reasonably competent at the “Product” part of the 4 Ps…
My preferred way of reading books these days is by “listening” to them using the Audible app.
I just started a book about direct response marketing called “Overdeliver” by Brian Kurtz.
I like it already because he says early on in the introduction, “Marketing is everything…”
In their pursuit of developing products and services that consumers will “love,” product developers and marketers have a tendency to “over-engineer” their products – meaning a tendency to try to develop a product that will be “all things to all people…”
In the midst of this coronavirus crisis, I saw an interesting news headline this morning about some individuals in Congress being dissatisfied about the contents of a bill that will counter some of the negative effects of the crisis on the economy.
However, those dissatisfied individuals said they were going to go ahead and vote for passage of the bill because time was of the essence, and they didn’t want the pursuit of a great bill to be the enemy of a bill that is “good enough…”
I am grateful for a very insightful comment on yesterday’s post.
Ed commented, “Would PHCs located in certain difficult neighborhoods, cities or even cultures be at a disadvantage if the Cost-Per-Life-Saved metric became ubiquitous and became the sole (emphasis mine) measure of success…?”
As I demonstrated yesterday, pro-life investors cannot rely on form 990s to determine which pro-life Pregnancy Help Centers deliver the best Return on Investment.
990s simply don’t give you enough, if any, information about the results you want from a PHC: the number of lives saved from abortion…
Imagine two pro-life Pregnancy Help Centers.
Each receives a total investment of $100,000 from pro-life benefactors.
PHC #1 uses its $100,000 and saves 10 lives from abortion.
PHC #2 uses its $100,000 and saves 20 lives from abortion…
David Ogilvy, in his seminal book, Ogilvy on Advertising, suggested that the more awards you saw in a prospective advertising agency’s lobby or reception area, the further away you should stay from them.
I know what he means…