What is her name?
The best marketing starts by knowing who you want to reach, specifically, so name her. For this article, let’s call her “Jessica”.

Do you realize the gift it is when “Jessica” extends trust to you and decides to come see you in a huge point of need?

Jessica is wrestling with so many emotions and judgements about the type of “Fake Clinic” you might be. Her social media is filled with stories and examples about you and abortion, most of which are lacking in truth. “Jessica” is wrestling with voices telling her what to do. Most of all, “Jessica” is wrestling with herself. How well do you know this tension and how well is your advertising speaking to it and to “Jessica” specifically?

Impactful, effective marketing starts with a deep understanding of the client, and acknowledgment, not acceptance, of the fact she does have a choice.

Key in that statement is that we acknowledge the reality she does have a choice. This doesn’t mean acceptance, but it does mean acknowledging what is so we can talk about what could be. I heard a pastor say once, we must be willing to answer the question they are asking so we can answer the questions we hope they are asking. Meaning, they want their questions answered first before they are open to other ideas. Our marketing, websites, community engagement, how we answer the phone, how we greet them upon arrival and everything we do must speak to this reality. Lovingly with truth and integrity. This means sharing what you offer vs hiding it and presenting as something else. Be that beacon of loving truth. I emphasis, truth.

When looking at the story in John 4 where Jesus encounters the woman at the well, it was his loving kindness that drew her in. He acknowledged her but addressed her as who she could be. Jesus defied religious logic, and just simply acknowledged her exactly where she was. He didn’t endorse her lifestyle, but he did acknowledge what was.

Are you comfortable acknowledging what is and at the same time being truthful in your marketing?

To run a successful marketing campaign and reach the harder cases, you will have to get comfortable acknowledging what is and not wavering from who you are. This is a delicate but critical balance.

Regular loving dialogue with pro-choice women is a part of how I create all our marketing content and strategies. Why? So, because I am not “Jessica”. I want to be with and listen to “Jessica” so we can create campaigns that will connect with “Jessica”.

Are you curious to hear their feedback? Frist, they value that we ask their opinion! They are also equal parts confident and afraid. Afraid of not getting a safe abortion, or afraid they are making the wrong decision. They want to be seen, heard, and loved as they go through their decision-making process. They feel pressure no matter which state they live in to do what the laws are for that state. They want medical insights about their health and body from someone they can trust to give them sound advice. They want to feel seen, heard and valued (loved) and acknowledged for where they are, and loved into what’s next. Makes sense, doesn’t it? Perfect love casts out all fear.

So how do we market to them? Great question!

We are in unprecedented times. You are not just competing with abortion providers, but also larger budgets of drug companies and national organizations. The times have changed, significantly. With the continued censorship, political climate, and soaring marketing costs, we all know your clinic will never be able to outspend the competition as they are spending 6 and 7 figures a month, yes, a month. However, we have proven, you really can do a lot with a little. And it all comes down to strategy. And that strategy, all starts with having a clear understanding of your client. So, let’s start there.

Know Your Client & Define Her
Start with a “who is she?” conversation. Ask and answer real questions. What impacts her decision? What does her life look like? What will keeping this baby mean to her current reality and her future? How does she view God, the church, pregnancy centers, republicans, and pro-lifers? What are her lifestyle values, views and how does she approach the world? And more!

Name Her
Personalize her, stop referring to “those women” or thinking of her with the label of AV, AM, AD. We use the name “Jessica” as a general starting point. We refer to “Jessica” instead of a label. Who is your client? What is her name? You will be amazed how just naming her makes all the difference and simplifies conversations internally about everything you do.

Conduct a Marketing Review & Get Congruent
Take a fresh look at your marketing. Especially your website and social media pages. Ask yourself, will Jessica resonate with this? Will Jessica feel like you are a trusted source and understand her lifestyle? Or does Jessica feel you are one of those agenda based pro-life organizations? Review her experience in the clinic. Knowing what you know, how does she experience your process?

It’s also important to remember that donor marketing and client marketing will look, feel, and smell, nothing like each other. So, this means if you’re goal is to reach target clients, you should consider following the hard rule of removing the 3 Bs in your client marketing. Those are babies, bumps, and bible verses (often favorites of donors!)

Before you can create a solid strategy and donors can help you fund a successful marketing campaign, you must know your client and set a solid foundation. There is no need to spend advertise to her if she is not going to find what she needs on your website, or when she walks in your door.

Homework for month: Get congruent. Take an hour with your board and management team. Define your client in depth. Name her and clearly define what you do to help her where she is. Review your website and process. Look at it and ask, does it line up? Name her and ask yourself would “Jessica” find what she is looking for at our center? Based on knowing “Jessica”, would she feel comfortable and welcome in your clinic?

In closing, remember this, marketing is a process of building a brand and becoming known in the community. It is not an event or a reactive “oh no what do we do?” There are no magic bullets, or one size fits all advertising solutions. It requires a well thought through and blended strategy. Your competition knows this, and through their marketing efforts, they have earned her trust and created category dominance. You can earn her trust and be that resource she and her friend’s think of first when facing an unexpected pregnancy, IF you take the time to create a proper strategy, utilize expert proven data, to maximize donor investment to grow your center. Move away from lead gen bottom of funnel marketing crack and expand into true marketing strategies that leverage bottom of funnel but are far more comprehensive to create the legacy you are wanting.

We have a fun card game I would love to send you that can take you through this process of identifying and naming your client. Send me an email or contact Kathy via [email protected] and we will make sure to mail it out to you. This will likely be the most powerful thing you do.

To your continued success,

Liliana Grace
Owner Founder L Grace Brands