Elihu and Marketing

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I get to be involved in many of the "behind the scenes" aspects of Sonlight, like taking part in what "the powers that be" discuss. So, when I give you an "insider's view" it could be from deep behind management lines.

But sometimes, when replying to one of my dad's emails, I feel a bit like Elihu: Just some kid piping up with my ideas.

I don't know if you've ever seen one of my dad's emails, but they can be epic. I got a few my senior year of college right around finals, and I'll merely say that more pages of reading was not what I was looking for at that moment.

But I've discovered I can dish out in similar fashion.

Like this morning.

My dad wrote the second part of an email series--yes, he writes email series. Doesn't everyone?--that discusses a book he's been reading about companies that fail. And I replied, pointing out some of the areas that I think are weak in how we communicate with Sonlighters and those who should be Sonlighters.

And I want to share my thoughts with you. Why? Umm... because I think it's interesting and gives you a glimpse into some of the things we talk about. So, here's what I think we should focus on when telling people about Sonlight:

What Sonlight gives you is everything you need to stay "on the field" one more year (be it overseas on a mission field or homeschooling in your living room). The Sonlight experience is the joy of a box full of everything you need and then having your kids beg you to start learning together now. ...a joy that continues for the rest of the year and into the next.

The rest is how we get you there: Great books, fantastic IG, customer support, and a guarantee so you can find what's perfect for you and your family. And, to make the deal even sweeter, and help you even more, we've thrown in a few bonuses: 10% discounts, free shipping, and the Forums.

I believe we need to flip our marketing on its head: We've been starting from the wrong end (the icing) and working down toward the cake. We need to tell people about the cake first, and then move up toward the icing.

Well, what's your experience? What was the most helpful/encouraging/informative thing someone ever told you about Sonlight? What are the things that you've read in Sonlight's marketing materials that have made you wonder, 'What's that doing in there?'

 ~Luke Holzmann
Filmmaker, Writer, Expectant Father

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