The Board of Directors of a “benefactor-centered” Pregnancy Help Center (PHC) has decided, based on market share data that reveals the PHC is losing its competitive battle against Planned Parenthood, that it must bring in new leadership to transform the PHC into an organization that can compete successfully, as measured by market share…
When it comes to competing effectively against Planned Parenthood, as measured by market share, a Pregnancy Help Center (PHC) must be equipped to compete at a major league level.
That’s where Planned Parenthood plays in terms of the 4 Ps of marketing.
Unfortunately, most PHCs currently operate at a minor league level…
“You will get all you want in life, if you help enough other people get what they want.” – Zig Ziglar
I’ve known this quote from Zig Ziglar for quite some time.
Direct marketers often use a variation of this, “Find out what people want, and give it to them…”
In the quote we used last week about the responsibility of a Board of Directors, there was this interesting part, “When corporations hit bumps in the road, all fingers typically point back to the board of directors.”
Indeed.
But whose fingers are doing the pointing…?
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…”