From our friends at the Save Jersey blog:
By Matthew Steffen | Imprinsic.com
What are pro-lifers talking about? We
sometimes see them holding a sign, a blood saturated doll dangling from a
pole or simply standing in solidarity out in front of some abortion, or
“planned parenthood” related center.
Earlier this week I was driving by an
abortion center featured below and I noticed a pro-lifer holding a sign
that read, “BABIES ARE MURDERED HERE.COM.”
So, today I want to discuss how these groups are marketing their Pro-Life stances while examining their tactics and how they can be more effective.
Our journey today starts with Joe, who
was the gentleman holding the Pro-Life sign of which I observed. As you
drive down Haddonfield Road, it’s easy to notice Joe, as he holds the
sign in a non-aggressive manor, simply allowing it to rest in his arms
bent at a 45 degree angle as if to say, “I’m here, I’m being peaceful
and I have a right to express my opinion.”
When I began speaking with Joe, I could
immediately tell he has suffered a long history of abuse as a result of
exercising his First Amendment Right. He was slightly stand-offish, and
refused at first to give me his full name. However, after only a few
seconds, he was very willing to tell me why he was holding this sign and
what he hoped to accomplish.
Joe made it very clear to me his first goal is to present additional options to women possibly seeking an abortion.
This was a bit surprising to me, as I
had often believed the foremost goal of pro-life advocates was to bring
about significant political change while attracting as much public
attention as possible to attain that goal. However – not the case.
I was very much reminded of my own
goals while holding a weapon on the front lines of Afghanistan. Some
might have viewed that as a symbol of uncompromising might; however, I
was there to show the Afghans they don’t have to live in fear of being
beat, or stolen from by the Taliban. Despite the larger goals of my
government – I must admit I nor you are truly privy to – Joe was like me
in that he really wants to help people make the best decision for
Until meeting Joe that day, I personally never realized one abortion can permanently hamper a woman’s ability to have a child.
This is something Joe quickly pointed
out to me as he handed me a brochure of local free services. Suddenly in
my eyes, he became more of a humanitarian than simply a roadside
protester. I also didn’t realize how many free services existed for
women not being able to afford a child. I, myself, was abandoned by my
biological mother when she had me at 13. I had wondered if somebody like
Joe had given her options back then as Joe was doing for women today.
Suddenly I was reminded why I was
interviewing Joe. I am a marketer, and I wanted to know how Joe promoted
his product (pro-life), while converting leads (pregnant women) into
prospects. Then I realized him presenting young females with information
on alternatives to abortion was his conversion.
He wasn’t holding some
politically motivated petition to erupt change in Washington, nor was he
asking for donations to some high wattage lobbyist; instead, he was
giving women real options they might not have been aware of.
So, I visited ‘babiesaremurderedhere.com’ (the name on his sign) and it immediately redirected me to a very clever landing page. For you non-marketers, that’s a web page solely and cleverly aimed at getting you to sign up for something.
Here your email is automatically
requested to clearly input you into an email marketing list. Now, I’m
not going to run down a list of what I know they could be doing better
to maximize the scope and effectiveness of their mission; however, I
will leave this Pro-Life group with one phenomenal piece of marketing
advice that could increase their return of investment by 1000%.
Guess what, I’m in business to make
money. Do I tell clients that? Do I tell employees that? Do I post that
on our website or even mention it for an article? No. What’s my point? Take religion out of the message.
For example, “The Gospel” is one of the top navigational menu items on the pro-life’s group website. Why? Let me be frank: A lot of people, especially women considering abortion, do not care, think of, or even believe in God.
And guess what: This is your target
audience! You preaching the Bible to seemingly liberal women fearing a
baby is just like me preaching capitalism to communists seeking
marketing services. The point is, sell them what they need, not what you
Take God out of the pro-life message. Yes
it motivates you, but not them. When you bring God into the debate, you
lose a lot of people’s attention which is necessary to really give them
other options besides abortion. Listen, if you are trying to sell
people on God – do it. However, if you’re trying to sell people on
alternatives to abortion, why in the heck would you mention something
that might turn them off?
Yes, I am religious, but I know enough
to know that you don’t have to mention ‘God’ to do God’s will. When I do
charity, I don’t mention God. When I fed staring Muslims in
Afghanistan, I didn’t mention God. And when I go to church, I don’t
mention God then either. The bottom line is mentioning God in your
message is turning off more people than it’s turning on, so stop it.
Joe had me sold on his message very
quickly because he was talking about what is important to me, and the
woman I may have accidentally impregnated. He didn’t shove his beliefs
down my throat, and that’s why I would have been sold on his message.
Joe understands Rule #1 of marketing
which is “Nobody cares about your product, they care about how it can
help them.” Focus on the fears and motivations of women seeking an
abortion, not yours. As a result, you’ll be doing God’s work, only more