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Step 2: Define your Messages, Audiences and "Calls to Action" Two Separate Messages for Two Separate Audiences As mentioned earlier, there are really two separate audiences you are trying to reach. And for each audience, there is a distinct and separate message, with a distinct and separate call-to-action you want to invoke.Here is how it breaks down... Audience #1: A Birthmom interested in creating an Adoption Plan for her unborn or newborn child! "We are loving, wonderful people who will be spectacular parents to your child!" Call to Action: "Contact us, through our non-identifying methods, to learn more about what wonderful parents we will be." (Percent of your efforts: 10% to 20%) Audience #2: Anybody and everybody that may possibly know someone, who knows someone else’s next-door neighbor’s accountant’s wife who knows of a Birthmom who is interested in creating an Adoption Plan for her unborn or newborn child!"Please keep your eyes and ears open for information that would help us find a Birthmom who is interested in creating an Adoption Plan for her unborn or newborn child. AND if you come across an "Adoption Opportunity" (where you learn about a woman making an adoption plan), you follow a specific "call to action". Call to Action: Provide the Birthmom with one or two simple ways (as explained in the "Introduction Letter" explained later in this book) to easily use our non-identifying information system to learn about what wonderful parents we will be. (Percent of your efforts: 80% to 90%)
Audience #1: Birthmoms Logically, your first (and ultimately final) audience will be Birthmoms who are looking to create adoption plans for their unborn or newborn children. But interestingly, while you want to eventually reach that one wonderful woman who will be the Birthmom of your child, surprisingly only about 10% of your efforts will be directed toward reaching these women.You’ll actually be spending most of your time finding other people to help you find the perfect Birthmom. Here is why… Birthmoms making adoption plans are not easy to find. They do not advertise themselves (often quite the opposite), and they are often unfamiliar with the adoption process. A Birthmom considering adoption must choose to follow one of two paths: 1. First, she can decide to pursue a traditional agency adoption, where she takes little or no part in the selection of the adopting parents. If she chooses this path, she will never begin a search for parents for her child, and she will never learn about you. 2. Or… she will be somewhat or even very involved in the selection of the parents for her child. In this case, she will begin a search to find suitable parents. It is in this case that the Birthmom may come across your information and learn about you.But please listen carefully to this: You want your message to reach the women that follow EITHER path, not just the second path. Right?However, no matter how hard you try, reaching any of these Birthmoms through conventional techniques will be very difficult.But do not despair. Read on. There is a better way!The better way is found with Audience #2.
Audience #2: Her Support Network and Beyond Here is how you will reach the Birthmoms that follow either path as shown above… For a minute, put yourself in the shoes of a Birthmom considering an adoption plan. What would you do? Like you, a Birthmom will seek personal guidance from those she trusts most … her family, close friends, medical professionals and religious leaders. As she makes adoption choices, she will look for help from these people in making all of her decisions. So your second (and arguably most important) audience to communicate with includes everyone that surrounds these Birthmoms. I will call this group her Support Network. But more than just the Birthmom’s support network, your audience will include everyone that knows ANYONE in her support network. Put another way, your second audience … and the audience to which 90% of your efforts will be applied is… "…anybody and everybody that may know of someone, who knows someone else’s next-door neighbor’s accountant’s wife who knows someone in the support network of a Birthmom who is interested in creating an Adoption Plan for her unborn or newborn child!" In other words, "Everyone Else" Can you see how important this is? You want your message to get in the hands of a Birthmom’s support network or anybody that knows the people in a Birthmom’s support network, or anybody that knows somebody that knows somebody in her support network, etc., Confused yet? So now, instead of trying to find that proverbial "needle in a haystack"… "that one Birthmom somewhere out there", now your audience has broadened considerably. Let me now show you how to get to this "everyone else" audience with Calculated Precision! |
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