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Monday, July 20, 2009

Marketing

Three posts on marketing today: one, two, three.

And me?

Well, I have a few thoughts bumping around, but nothing solid.

Amy Bayliss' post further indicated the need for me--and my best friend, Jason--to get our book out (raise your hand if you knew I was working on writing a book). Dana Hanley's post made me think of my gamer wife (who plays World of Warcraft, Sims, and FreeCol, not Barbie's Disney Musical Dress Up Shopping Pony Show III). And my dad's post contained a very interesting video link that was, well, interesting. And I'd be interested in your thoughts (especially if you have a rebuttal, which I will then ask you to send to Perry <smile>).

But all that has almost nothing to do with the rest of this post.

I'm part of Sonlight's Marketing Team. And that sometimes feels very odd to me because... well, most of the time I really dislike marketing. I've read and listened to many marketing "gurus" who spout off their "surefire ways to make a trillion dollars in your PJs from home in less than six minutes, your money back, guaranteed" with such amazing steps as:

  1. Sit at home in your PJs
  2. Do a ton of market research to find a product you can sell for a trillion bucks
  3. Create said product
  4. Find a person to buy it
  5. Sell it to them by using things that motivate them to action (be very specific)
  6. Reap the rewards 6 minutes later

It could just be me, but I don't resonate with that kind of thing.

I also just don't "get" the idea of getting the word out so more people will buy. I resist "hard sales" and "cold calls" and talking up your product in a "salesy" way. I hate most sales copy I read--it just feels pushy and insincere to me, in the most falsely sincere way. And I think I have very odd views of marketing in general. And even when I wrote good copy for my production company's website, I didn't get any clients. So, what am I doing here?


I'm connecting with people so I can do my best to help them.


And that is something I love doing. And that's something Sonlight is big on: Letting people know how we can help them. Not making money--though that is essential for us to keep doing what we're doing--but helping homeschool families around the world. Helping you educate your children. And I can get behind that.

I love doing it.

And if I have to post videos of an attractive young woman talking about everything Sonlight gives you in an Instructor's Guide... well, I'll do it, even if it is an obvious marketing ploy of using youth and beauty to sell the0 product <smile>. [the videos aren't very clearly marked; click on any of the little links under "Relax and enjoy homeschooling your children"]

By the by, that "attractive young woman" in the videos is Laura Lee, one of our copywriters. She is currently in the hospital giving birth to her first child. Please be praying for her and the baby.

Thanks!

 ~Luke Holzmann
Filmmaker, Writer, Expectant Father

3 comments:

Mrs. C said...

They are pretty ladies opening the boxes, but I hope you are getting more customer box stories just the same. :]

Off to check out links!

Cotton Blossom said...

YES...get busy with your book!!!

AND... a new to town, homeschooling mom came by my house the other day. She wanted to take a look at our math (right start).."yeah, yeah" I told her, "that's great and all, but look at this..." enter Sonlight core three...

I'm a pusher ...but it worked, she's hooked!

Luke said...

Mrs. C, I need to ask people for more Box Day Stories again... <smile>

Cotton Blossom, thanks for the encouragement! We're working... but it's slow going.

And keep pushing that Sonlight <smile>. Good stuff.

~Luke


Contributors:

luke holzmann
Luke Holzmann
Filmmaker, Writer, Empty Nester
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box day
Box Day
Box Day stories and pictures from Sonlighters across the globe. Share your Box Day story!
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judy wnuk
Judy Wnuk
Sonlight customer champion and homeschooling expert.
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sarita holzmann
Sarita Holzmann
Co-founder and president of Sonlight Curriculum.
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