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…
When you peel away the layers of marketing and brand advertising for any product or service, and get down to the bare essentials of what a product’s actual function is, they’re usually not all that exciting.
Psychologically, however, consumers like to be wooed by companies who sell them products…
Here’s what Bridget VanMeans of ThriVe said in our interview about a typical young woman’s mindset:
“She’s also feeling like she’s buying a medical solution, because Planned Parenthood and the abortion movement brainwashed her into thinking that this was a medical choice – not an ethical choice, not even a parenting choice, but a medical choice that simply requires a medical solution…”
For the remainder of this week, I want to share with you some of my thoughts on an existing Pregnancy Help Center business model that I believe “gets it.”
What do they “get” exactly…?
When I was on the stage, I had the honor to tell the story of a young woman who faced an unexpected pregnancy last year, and had used the internet to search for information about abortion.
In other words, she was searching for the product offered by Planned Parenthood…
I think it is fair to summarize yesterday’s comments from one reader as follows: Yes, for the emergence of some large well-known national Pregnancy Help Center brands, but no, on there being just one big monopoly PHC organization, and also, there should still be some local PHCs that operate independently from those big national PHC brands.
I agree with all of this…
To continue with yesterday’s thought experiment about a “PHC Stock Market,” what would happen after a large number of under-performing PHCs began to cease operations?
I believe that all available pro-life philanthropic capital in the Pro-Life Business Industry would start to flow, in a concentrated manner, to a handful of organizations that consistently proved by their results, as measured by market share, that they had business models worthy of attracting capital that enabled expansion of those businesses…
Oh, how we love to fall in love with the product, or service, our company provides.
We put in long hours over days, weeks, years, and sometimes decades, crafting our products, refining them over and over so that they shine so brightly…
On Saturday, I had the honor to speak at the Pro Women’s Healthcare Centers (PWHC) conference.
My topic was internet marketing, so I covered both branding and direct response marketing.
Following my remarks, I had a very lively discussion with audience members about branding…
Yesterday, I ran quickly through the story of how one national pro-life organization trains sales professionals at PHCs to answer the question, “Do you provide abortions?” with the immediate response, “No. We neither perform, nor refer for, abortions.”
I experienced that “training” four years ago, and I am sorry to say that the same organization continues to train PHCs to answer the question that way…