The strategic denial of conservative women's leadership in the New Christian Right during the 1970’s, enabled this group of women to develop unique rhetorical strategies and claim political marginality while exerting significant influence. The influence and strategies of conservative women are highlighted by their rhetoric opposing the ratification of the Equal Rights Amendment after its passage through Congress in 1972, by emphasizing issues such as traditional gender roles, concerns about the military draft, and immorality. Research on gender ideologies shapes recruitment strategies, organizational structures, and political agendas. The patriarchal family is identified as a key organizing principle within conservative religious right movements, influencing gender and sexual politics. The opposition to the E.R.A. after 1972 was rooted in deep-seated moral principles emphasizing the nuclear family, predominantly expressed by White Evangelical women through extensive literature production, rallies, and letter writing campaigns. Concerns about abortion, motherhood, and the perceived threat to traditional gender roles feature prominently in opposition rhetoric. Women-led organizations exploited fears about the military draft, particularly among housewives, and amplify anxieties related to racial discrimination and desegregation. This research sheds light on the complexities of women's involvement in right-wing movements beginning in the 1970’s and their impact on social and political discourse within the context of the ratification of the E.R.A. By tracking common threads and phrases used in printed forms of oppositional rhetoric from conservative women we can begin to understand the methods deployed in gaining supporters of the anti-E.R.A. movement and the amendments subsequent failure to meet its ratification requirements.