April 29th, 2005
Positioning Abortion
An important conversation is happening in conservative circles regarding what the pro-life movement’s next moves should be. The question started with Hadley Arkes in First Things is regarding what President Bush should do next for the pro-life movement. In his article entitled “Bush’s Second Chance,” Arkes argues that he hasn’t done enough, and outlines some things he could do next. Ramesh Ponnuru responded at NRO, defending Bush’s pro-life record, and criticizing some of Arkes suggestions. Then, Augustine over at Red State responded to Ponnuru, arguing that Bush should be doing more to make the pro-life argument in public. Ponnuru responded, noting the limitations that political realities have placed on the things the President & congress can do about, and also on how they can talk about abortion.
All that led to the most important question, posed by Krempasky over at Red State: where does the pro-life movement, go from here?
Perhaps unknowingly, Krempasky has posed a marketing question. How do we convince people to buy our product, the pro-life agenda, instead of our opponent’s product, the pro-choice agenda? Fortunately, marketing is what I do these days, so I would like to take a look at how the pro-life movement needs to market itself.
More specifically, I would like to take a look at how the pro-life moveemnt needs to position itself in the mind of the consumer (aka voter). This is a concept originally developed by Al Ries and Jack Trout, and through their many books, has become part of the pith and marrow of marketing strategy (not as much as they would like, of course, but it’s had an enormous impact). Using their concept of positioning–that is to say, affecting how a customer thinks about a product–I believe the pro-life cause can be very successful.





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