Unless they are wrong.
Then, the real question becomes, "How do you handle the fact that they are wrong, yet believe they are right?"
The answer to that question depends upon the horizon you have with your customers. Do you look at profitability as a requirement for each and every sale? Or, do you look at the long-term value of the customer spread out over months or years (multiple sales) as opposed to each transaction individually?
The answer also depends upon your customer-service mission. Are you customer-obsessed like Amazon, or are you more like Comcast where customers (even long-term good customers) tend to get in the way of efficiency and more profitability?
Take time to determine your customer horizon and your customer-service mission. Doing so will help you align your efforts with your message and be more authentic to those you wish to serve.
houston@figment-consulting.com
Showing posts with label home school. Show all posts
Showing posts with label home school. Show all posts
Friday, March 27, 2015
Monday, June 23, 2014
Ruts and tire tracks
The ruts that are most difficult to spot are those that appear to be tire tracks.
It may seem smooth but eventually you find out you are still stuck.
houston@figment-consulting.com
It may seem smooth but eventually you find out you are still stuck.
houston@figment-consulting.com
Monday, June 9, 2014
Changing education paradigms
If you have not seen this TED Talk by Sir Ken Robinson, I would encourage you to watch it. If you have seen it already, it bears watching again. The RSA Animate gives it a unique perspective.
houston@figment-consulting.com
houston@figment-consulting.com
Monday, April 7, 2014
How to reach homeschoolers, and other questions from readers.
Since launching this blog I have received a variety of questions via email related to my posts, and have answered each one directly. However, I thought some of them that are broader in scope might be of interest to others - whether my answers are also of interest is to be determined.
Below are just a few of the recent ones I have received.
1. How can we reach homeschoolers?
I have written about this in several of my blogs already:
Why homeschoolers are not listening to you
Marketing to homeschool moms
What is the common core to homeschoolers?
Why homeschoolers are not listening to you (Part 2)
Reaching homeschoolers in 2014
I won't rehash all of those blogs here, but the main item to keep in mind here is that this is really such a vague question. "Reaching homeschoolers" carries with it the assumption they are all the same, and they all think alike. Just because you carry the title "Mom" doesn't mean you think and act like all other women who also happen to be mothers.
So, the first thought here is to understand what homeschoolers you are wanting to talk to, because you cannot reach all of them due to their diversity of thought.
2. Are all homeschoolers conservative?
Short answer is No. There is a homeschool spectrum that exists with conservative ones on one side, and liberal ones on the other side. Between the two lies the full array of thoughts and beliefs that mirror the overall population. There are secular homeschoolers, Muslim homeschoolers, and so on that make this community a true mosaic.
Even within the "conservative" side of the spectrum lies diversity -- young-Earth Creationists and old-Earth Creationists. There are some who believe the Bible instructs them to homeschool while others homeschool by choice, not mandate.
3. Why do all homeschoolers distrust the government?
First of all, not all homeschoolers do. (see the answer to #2 above) Just because a group is loud does not mean they are a majority, it just means they are vocal.
However, for those that do distrust the government, it is a very emotional issue that cannot be addressed satisfactorily with logic or reason.
4. Do homeschoolers really perform better on standardized tests than their public school counterparts do?
Research indicates that those homeschoolers who take the standardized tests do perform better on average than their public school counterparts. However, it could have as much to do with selectivity as it does with performance because not all homeschoolers take these tests.
5. Do you believe the Common Core will lead to further growth in alternative education such as homeschooling?
Fear is a great motivator (election cycles remind us of this all the time), and change breeds fear many times. An issue as galvanizing as the Common Core could actually lead to an increase in homeschoolers because parents will move toward safety -- when homeschool becomes safer than Common Core in the minds of families, it could lead to greater movement to the former.
6. What do you mean when you say "mainstream homeschoolers"?
My use of the word "mainstream" has more to do with the reasons behind their choice and the way they interact in the world than it does with any philosophical, spiritual, or political bent. In my view you can be mainstream and Christian, mainstream and Muslim, mainstream and agnostic or atheist.
There are over 2.4 million homeschoolers in America, and growing. My contention is the majority of them are quietly educating their children at home because they believe that is best for their situation. For them, education is the primary motivator in the decision though faith and values are also important to them -- whatever their faith may be.
And, they engage with the world in manners similar to what we find across all other target markets -- they shop online; they visit local zoos/aquariums; they go to movies; they shop at Target, Macy's, or even Wal Mart; they participate in sports, activities, and clubs; they own multiple computers (even iPads) and carry Directv or DISH -- in essence they do what everyone else does, they just happen to homeschool rather than private school or public school.
More questions to come in the future. Now back to our regularly-scheduled blog post.
houston@figment-consulting.com
Below are just a few of the recent ones I have received.
1. How can we reach homeschoolers?
I have written about this in several of my blogs already:
Why homeschoolers are not listening to you
Marketing to homeschool moms
What is the common core to homeschoolers?
Why homeschoolers are not listening to you (Part 2)
Reaching homeschoolers in 2014
I won't rehash all of those blogs here, but the main item to keep in mind here is that this is really such a vague question. "Reaching homeschoolers" carries with it the assumption they are all the same, and they all think alike. Just because you carry the title "Mom" doesn't mean you think and act like all other women who also happen to be mothers.
So, the first thought here is to understand what homeschoolers you are wanting to talk to, because you cannot reach all of them due to their diversity of thought.
2. Are all homeschoolers conservative?
Short answer is No. There is a homeschool spectrum that exists with conservative ones on one side, and liberal ones on the other side. Between the two lies the full array of thoughts and beliefs that mirror the overall population. There are secular homeschoolers, Muslim homeschoolers, and so on that make this community a true mosaic.
Even within the "conservative" side of the spectrum lies diversity -- young-Earth Creationists and old-Earth Creationists. There are some who believe the Bible instructs them to homeschool while others homeschool by choice, not mandate.
3. Why do all homeschoolers distrust the government?
First of all, not all homeschoolers do. (see the answer to #2 above) Just because a group is loud does not mean they are a majority, it just means they are vocal.
However, for those that do distrust the government, it is a very emotional issue that cannot be addressed satisfactorily with logic or reason.
4. Do homeschoolers really perform better on standardized tests than their public school counterparts do?
Research indicates that those homeschoolers who take the standardized tests do perform better on average than their public school counterparts. However, it could have as much to do with selectivity as it does with performance because not all homeschoolers take these tests.
5. Do you believe the Common Core will lead to further growth in alternative education such as homeschooling?
Fear is a great motivator (election cycles remind us of this all the time), and change breeds fear many times. An issue as galvanizing as the Common Core could actually lead to an increase in homeschoolers because parents will move toward safety -- when homeschool becomes safer than Common Core in the minds of families, it could lead to greater movement to the former.
6. What do you mean when you say "mainstream homeschoolers"?
My use of the word "mainstream" has more to do with the reasons behind their choice and the way they interact in the world than it does with any philosophical, spiritual, or political bent. In my view you can be mainstream and Christian, mainstream and Muslim, mainstream and agnostic or atheist.
There are over 2.4 million homeschoolers in America, and growing. My contention is the majority of them are quietly educating their children at home because they believe that is best for their situation. For them, education is the primary motivator in the decision though faith and values are also important to them -- whatever their faith may be.
And, they engage with the world in manners similar to what we find across all other target markets -- they shop online; they visit local zoos/aquariums; they go to movies; they shop at Target, Macy's, or even Wal Mart; they participate in sports, activities, and clubs; they own multiple computers (even iPads) and carry Directv or DISH -- in essence they do what everyone else does, they just happen to homeschool rather than private school or public school.
More questions to come in the future. Now back to our regularly-scheduled blog post.
houston@figment-consulting.com
Monday, February 10, 2014
High attrition rates at virtual schools are caused by . . .
. . . several things really. Fortunately, most of the causes can be addressed.
Last week I wrote a blog discussing the buzzwords of virtual schools and received several emails asking me my opinion regarding the attrition rates in virtual schools. As I shared with those who reached out to me, there are a myriad of reasons why families choose to leave virtual schools. The question is, "Which ones can you impact positively to reduce the attrition rate?" Those are the ones you really want to focus your attention on.
With that in mind let me offer three reasons why families are leaving virtual schools, sometimes at alarming rates.
1) Expectations not being met.
I alluded to this in my buzzword blog, and will expound upon it here. Virtual schools typically position themselves as offering programs that are individualized, personalized, and flexible for families. My contention is the definitions placed upon these words by virtual schools do not mirror the definitions that families place upon them. And, what matters the most is the what the families expect when they hear these words.
If a virtual school states that they offer an "individualized program where a student can progress at his/her own pace," as a prospective family, I expect that to mean my child can move at the pace best suited for him. Unfortunately the reality is far different.
Personalized? Surely that means specific to me. Again, the reality is quite different. And, then there is flexible. Flexible is one that can fit here where expectations are not being met, but it can also stand alone as a reason even when expectations are understood. (See #3 below)
2) Too much work
Right or wrong, like it or not, state tests are the measuring rods of public schools, including virtual public schools. Has this stymied the promise of virtual schools? That is the subject for another blog. What it has created though is a workload for families that is difficult to sustain.
Imagine being in the eighth grade, taking 5-6 courses each day with multiple quizzes and projects to turn in weekly, then having to participate in mandatory class connects with teachers, spend time each day working on test prep lessons, teacher office hours, find time for club activity, and even do some additional testing so the schools can show academic progress throughout the school year.
Exhausting yes? Now, imagine you are the parent of the eighth grader, having to help your child stay on top of all of those responsibilities, and, oh by the way, you also have a fourth grader and second grader enrolled too.
Parents leave virtual schools complaining about the rigor and the virtual schools believe it to mean the rigor of the academic content. In reality, it is the ongoing workload that is causing the problem with too much of it simply to prepare students to exceed on state tests.
3) Lack of flexibility
This is really an addendum to the first point but warrants more explanation because it too can be a stand-alone reason for families leaving - even when the expectations are clearly communicated and understood. Virtual schools are 'choice' schools meaning families choose to attend them, and they can choose to leave them.
A primary reason families decide to enroll in virtual schools is the promise of flexibility. In comparison to brick and mortar public schools, virtual school do offer more flexibility, but is it enough. Families hear flexibility and they tend to believe they can "do school when we want to," "take December off," "take a vacation when we want to," etc.
Families have the perception that virtual schooling is similar to home school, it is just free. In reality though, virtual schools mirror their brick and mortar counterparts more than home school when it comes to flexibility.
When families being to feel the pressure and burden of meeting all of the responsibilities outlined in the second point, and then realize they do not have the level of flexibility they desired, they tend to bolt.
I have not even mentioned how students/families are treated, communication issues, and training for administrators/teachers. Perhaps I will save these for a future blog.
However, a virtual school that is willing to go to the edge and cause a ruckus, can counteract these reasons for leaving. It takes courage, it takes the willingness to carve a new path, but the end result can be a virtual school that stands out from the competition - one that has students lining up to enter rather than exit.
But, you say, if I were to do something like this, how could I be sure test scores would improve? You can't. But, what is certain is that existing efforts are not doing much to improve these scores either.
So, why not try something completely unique?
Feel free to share your thoughts below.
www.figment-consulting.com
Last week I wrote a blog discussing the buzzwords of virtual schools and received several emails asking me my opinion regarding the attrition rates in virtual schools. As I shared with those who reached out to me, there are a myriad of reasons why families choose to leave virtual schools. The question is, "Which ones can you impact positively to reduce the attrition rate?" Those are the ones you really want to focus your attention on.
With that in mind let me offer three reasons why families are leaving virtual schools, sometimes at alarming rates.
1) Expectations not being met.
I alluded to this in my buzzword blog, and will expound upon it here. Virtual schools typically position themselves as offering programs that are individualized, personalized, and flexible for families. My contention is the definitions placed upon these words by virtual schools do not mirror the definitions that families place upon them. And, what matters the most is the what the families expect when they hear these words.
If a virtual school states that they offer an "individualized program where a student can progress at his/her own pace," as a prospective family, I expect that to mean my child can move at the pace best suited for him. Unfortunately the reality is far different.
Personalized? Surely that means specific to me. Again, the reality is quite different. And, then there is flexible. Flexible is one that can fit here where expectations are not being met, but it can also stand alone as a reason even when expectations are understood. (See #3 below)
2) Too much work
Right or wrong, like it or not, state tests are the measuring rods of public schools, including virtual public schools. Has this stymied the promise of virtual schools? That is the subject for another blog. What it has created though is a workload for families that is difficult to sustain.
Imagine being in the eighth grade, taking 5-6 courses each day with multiple quizzes and projects to turn in weekly, then having to participate in mandatory class connects with teachers, spend time each day working on test prep lessons, teacher office hours, find time for club activity, and even do some additional testing so the schools can show academic progress throughout the school year.
Exhausting yes? Now, imagine you are the parent of the eighth grader, having to help your child stay on top of all of those responsibilities, and, oh by the way, you also have a fourth grader and second grader enrolled too.
Parents leave virtual schools complaining about the rigor and the virtual schools believe it to mean the rigor of the academic content. In reality, it is the ongoing workload that is causing the problem with too much of it simply to prepare students to exceed on state tests.
3) Lack of flexibility
This is really an addendum to the first point but warrants more explanation because it too can be a stand-alone reason for families leaving - even when the expectations are clearly communicated and understood. Virtual schools are 'choice' schools meaning families choose to attend them, and they can choose to leave them.
A primary reason families decide to enroll in virtual schools is the promise of flexibility. In comparison to brick and mortar public schools, virtual school do offer more flexibility, but is it enough. Families hear flexibility and they tend to believe they can "do school when we want to," "take December off," "take a vacation when we want to," etc.
Families have the perception that virtual schooling is similar to home school, it is just free. In reality though, virtual schools mirror their brick and mortar counterparts more than home school when it comes to flexibility.
When families being to feel the pressure and burden of meeting all of the responsibilities outlined in the second point, and then realize they do not have the level of flexibility they desired, they tend to bolt.
I have not even mentioned how students/families are treated, communication issues, and training for administrators/teachers. Perhaps I will save these for a future blog.
However, a virtual school that is willing to go to the edge and cause a ruckus, can counteract these reasons for leaving. It takes courage, it takes the willingness to carve a new path, but the end result can be a virtual school that stands out from the competition - one that has students lining up to enter rather than exit.
But, you say, if I were to do something like this, how could I be sure test scores would improve? You can't. But, what is certain is that existing efforts are not doing much to improve these scores either.
So, why not try something completely unique?
Feel free to share your thoughts below.
www.figment-consulting.com
Monday, January 27, 2014
Excellent customer service can mushroom . . .
This story is a great demonstration of excellence in customer service: Pizza Chain Makes Special Delivery
Within this story lies the secret to caring for your customer. Can you find it?
www.figment-consulting.com
Within this story lies the secret to caring for your customer. Can you find it?
www.figment-consulting.com
Wednesday, January 15, 2014
Virtual students?
The district superintendent said it several times during the course of our conversation the other day.
"We have over 1,000 virtual students around the state."
"Our virtual students come from all over the state."
"Most of our virtual students reside in these counties."
He even emailed me a .pdf showing the data points of where his virtual students reside.
And most of them are struggling, not happy with the school, with the exodus rate continuing to grow annually. His question to me was "why?" "Why are they leaving us at such a high rate?"
There were a myriad of reasons really but I focused on the one that was glaring.
"My first suggestion is that you take a step back and understand that you have a virtual school, but your students who attend it are real kids, not virtual."
I then went on to share with him four additional suggestions:
1) Rather than data points on a state map, display their faces where all of your administrators can see them. That way they will grasp the fact that these are real kids.
2) Use the word "virtual" sparingly, and only when referring to the school. In all oral and written communication, refer to them as "real students" and not virtual.
3) Develop a plan, a course of action, even a culture where you are able to learn: what they believe? what are their aspirations? what are their dreams? what are their goals? why are they here? And, how can you serve them more effectively?
4) Understand that retention efforts begin the same day a family commits to your school. It is wrapped up in the teacher/student relationship; the communication from the school (what is said and how it is said); the ability for the student/family to find answers; the perception that they are being heard; and whether or not your actions match or exceed your words.
If you want to put a dent in the attrition rate, give students plenty of reasons to stay.
"We have over 1,000 virtual students around the state."
"Our virtual students come from all over the state."
"Most of our virtual students reside in these counties."
He even emailed me a .pdf showing the data points of where his virtual students reside.
And most of them are struggling, not happy with the school, with the exodus rate continuing to grow annually. His question to me was "why?" "Why are they leaving us at such a high rate?"
There were a myriad of reasons really but I focused on the one that was glaring.
"My first suggestion is that you take a step back and understand that you have a virtual school, but your students who attend it are real kids, not virtual."
I then went on to share with him four additional suggestions:
1) Rather than data points on a state map, display their faces where all of your administrators can see them. That way they will grasp the fact that these are real kids.
2) Use the word "virtual" sparingly, and only when referring to the school. In all oral and written communication, refer to them as "real students" and not virtual.
3) Develop a plan, a course of action, even a culture where you are able to learn: what they believe? what are their aspirations? what are their dreams? what are their goals? why are they here? And, how can you serve them more effectively?
4) Understand that retention efforts begin the same day a family commits to your school. It is wrapped up in the teacher/student relationship; the communication from the school (what is said and how it is said); the ability for the student/family to find answers; the perception that they are being heard; and whether or not your actions match or exceed your words.
If you want to put a dent in the attrition rate, give students plenty of reasons to stay.
Tuesday, January 7, 2014
A letter from your competitor
Dear Company,
Your customers are trying to tell you something -- are you listening? If you are not, then they will find someone who will.
If you are listening, your customers want to know if you hear them too? If you do not, then they will find someone who will.
If you do hear them, your customers then want to know what you are doing about what they are telling you. If you do nothing, then they will find someone who will.
Signed,
Your Competitor
Figment Consulting
Your customers are trying to tell you something -- are you listening? If you are not, then they will find someone who will.
If you are listening, your customers want to know if you hear them too? If you do not, then they will find someone who will.
If you do hear them, your customers then want to know what you are doing about what they are telling you. If you do nothing, then they will find someone who will.
Signed,
Your Competitor
Figment Consulting
Monday, December 30, 2013
Reaching home schoolers in 2014
Assuming the research is correct, by December 31, 2014 there will be 161,000 to 345,000 new students added to the home school population. Each one will spend $600-900 on educational needs making this new population alone a multi-million dollar opportunity.
Reaching them in 2014 will become increasingly difficult. The competition is increasing, the landscape is changing, and the "noise" is becoming deafening.
Still, they will be searching for solutions, and they may be willing to hear what you have to say.
Want to reach them? Tactically there are a myriad of possibilities to utilize effectively in your marketing strategy so I will not address those here. However, let me suggest three things to consider that have more to do with your philosophy than tactics:
1) Know your audience.
There are approximately 2.3+ million home schoolers in America right now. Will these new additions be similar to the existing population? Or will they be drastically different? Who will be the primary educator at home? Why will they choose to home school? What is their motivation?
Existing or new you must know who it is you are talking to, and more importantly, who might listen to you.
2) Be bold.
If your strategy depends primarily on price then you really do not have a strategy. If you want to reach them with a product that is similar to others already on the market, price will matter but do not make it your focal point. Rather, be bold in your strategy.
Whether it is "edgecrafting" as Seth Godin calls it, or jumping off the precipice, find an extreme and go there. Staying in the center with the others will only lead to more "noise" keeping you from standing out.
Ask yourself, "Is it safer to go to the edge or get lost in the crowd?" The decision is yours.
3) Be real.
Know who you are, accept who you are, and be who you are. Then find those customers of yours who will participate in the sharing of your story. Give them an exciting story to share and provide them with the tools to share it.
Be real, be authentic, even vulnerable.
Bonus Point
Take care of your existing customers. So many times companies offer great incentives to attract new customers and ignore those who are most loyal to them. Reverse this trend and watch your customers become your greatest asset in reaching new ones.
Figment Consulting
www.figment-consulting.com
houston@figment-consulting.com
Reaching them in 2014 will become increasingly difficult. The competition is increasing, the landscape is changing, and the "noise" is becoming deafening.
Still, they will be searching for solutions, and they may be willing to hear what you have to say.
Want to reach them? Tactically there are a myriad of possibilities to utilize effectively in your marketing strategy so I will not address those here. However, let me suggest three things to consider that have more to do with your philosophy than tactics:
1) Know your audience.
There are approximately 2.3+ million home schoolers in America right now. Will these new additions be similar to the existing population? Or will they be drastically different? Who will be the primary educator at home? Why will they choose to home school? What is their motivation?
Existing or new you must know who it is you are talking to, and more importantly, who might listen to you.
2) Be bold.
If your strategy depends primarily on price then you really do not have a strategy. If you want to reach them with a product that is similar to others already on the market, price will matter but do not make it your focal point. Rather, be bold in your strategy.
Whether it is "edgecrafting" as Seth Godin calls it, or jumping off the precipice, find an extreme and go there. Staying in the center with the others will only lead to more "noise" keeping you from standing out.
Ask yourself, "Is it safer to go to the edge or get lost in the crowd?" The decision is yours.
3) Be real.
Know who you are, accept who you are, and be who you are. Then find those customers of yours who will participate in the sharing of your story. Give them an exciting story to share and provide them with the tools to share it.
Be real, be authentic, even vulnerable.
Bonus Point
Take care of your existing customers. So many times companies offer great incentives to attract new customers and ignore those who are most loyal to them. Reverse this trend and watch your customers become your greatest asset in reaching new ones.
Figment Consulting
www.figment-consulting.com
houston@figment-consulting.com
Thursday, December 26, 2013
Customers are like teeth.
You only need to take care of the ones you want to keep.
Be careful though because the ones you lose will create holes in your smile and others will notice.
Be careful though because the ones you lose will create holes in your smile and others will notice.
Tuesday, December 10, 2013
A light shining in the darkness
One small light shining in the darkness can be the brightest object in the room, and it draws all of the attention.
If you want to be different from your competitors then find the darkness and let your light shine. If you do not then you will simply blend in, and go unnoticed.
It can be hard to see in the dark. That's why we need your light.
If you want to be different from your competitors then find the darkness and let your light shine. If you do not then you will simply blend in, and go unnoticed.
It can be hard to see in the dark. That's why we need your light.
Monday, December 2, 2013
Why home schoolers are not listening to you (part 2)
Several weeks ago I wrote a blog sharing with you why home schoolers are not listening to you. It generated some good questions from readers with many of them having a common thread. So, I thought I would do a little "Q and A" with one of the questions that was, by far, most popular in the emails coming to me.
Question: What is the most effective way to build trust with home schoolers?
Answer: Be trustworthy.
You must understand the world view of the niche within the home school market that aligns with yours, and be all you can be to them. Doing so will allow you to be authentic, which leads to trust. It takes time though so don't expect it overnight.
Remember, your product, your service will not appeal to all home schoolers. In fact, it probably will not appeal to the majority of them. Rather than spend your time trying to convince them otherwise, invest your time finding those home schoolers who want to hear what you have to say. They are the ones willing to give you a chance to earn their trust.
Question: What is the most effective way to build trust with home schoolers?
Answer: Be trustworthy.
You must understand the world view of the niche within the home school market that aligns with yours, and be all you can be to them. Doing so will allow you to be authentic, which leads to trust. It takes time though so don't expect it overnight.
Remember, your product, your service will not appeal to all home schoolers. In fact, it probably will not appeal to the majority of them. Rather than spend your time trying to convince them otherwise, invest your time finding those home schoolers who want to hear what you have to say. They are the ones willing to give you a chance to earn their trust.
Monday, November 25, 2013
What is the common core for homeschoolers?
In a recent blog I discussed the diversity that exists within the home school market. Diversity such as this brings with it a mosaic of reasons for choosing this form of education. And, as you can imagine, the reasons families have chosen this form of education are as varied as the overall multiplicity within this market.
What then is the thread that binds this divergent group together? The most consistent one, ideologically speaking, is the conviction among home school parents that they should play a large role (solely responsible or partially responsible) in the education of their children.
This conviction is the common core for homeschoolers.
What then is the thread that binds this divergent group together? The most consistent one, ideologically speaking, is the conviction among home school parents that they should play a large role (solely responsible or partially responsible) in the education of their children.
This conviction is the common core for homeschoolers.
Tuesday, November 19, 2013
Home school v Home schooler
I recently conducted some training around the difference between "home school" and "home schooler" in order to help educate the client so they could better target the customer they wanted to reach.
If you have a desire to penetrate the home school market, it is imperative you understand this difference.
Why?
1) Your return on investment will jump because you are targeting the overall crowd that more closely aligns with your worldview
2) Your message, your story, will better resonate with the crowd you truly intend to serve because you are targeting the right crowd
3) Your advertising (search, display, and banner) will be displayed in the appropriate places, at the appropriate times, and will allow you to forgo other advertising opportunities that appear beneficial but are actually a waste of dollars
4) Your time and energy will be spent attracting those customers who want to hear from you, and are willing to listen to what you have to say
"Home school" or "Home schooler"? Do you know the difference? If you do it could dramatically impact your marketing strategy.
If you have a desire to penetrate the home school market, it is imperative you understand this difference.
Why?
1) Your return on investment will jump because you are targeting the overall crowd that more closely aligns with your worldview
2) Your message, your story, will better resonate with the crowd you truly intend to serve because you are targeting the right crowd
3) Your advertising (search, display, and banner) will be displayed in the appropriate places, at the appropriate times, and will allow you to forgo other advertising opportunities that appear beneficial but are actually a waste of dollars
4) Your time and energy will be spent attracting those customers who want to hear from you, and are willing to listen to what you have to say
"Home school" or "Home schooler"? Do you know the difference? If you do it could dramatically impact your marketing strategy.
Thursday, November 14, 2013
The Diversity of Home
In my previous post I answered the question as to why home schoolers are not listening to you. Today I want to discuss the diversity of who you are trying to talk to.
So, you have developed a product, or an online course offering and you want to target home schoolers (at least that is what you believe). The real question though is whose worldview best aligns with what you have to offer: home schoolers, unschoolers, eclectic, secular, Christian, traditional, school-at-home, etc.? And, keep in mind we have not even tapped into methodology: Charlotte Mason, Classical (Trivium, Quadrivium), Montessori, Unit Study, Waldorf, and many more.
Oh wait I almost forgot. We must also explore their reasons for choosing to educate at home.
* Provide a better education for my children
* Religious/moral reasons
* Concerned about issues at public/private schools
* Socialization issues
* Medical reasons
* Family issues
* and many more
Too many companies, organizations, and schools view home schoolers through one lens and they fail to recognize the mosaic of families who have chosen to educate their children at home. In order to build relationships with these families, you must first begin to understand them, and their reasons for choosing this option.
Yes, there are over 2.3 million families educating their children at home and that does equate to a billion dollar industry annually. However, it doesn't mean you should or even could serve all of them. Instead, let's find your niche within this market and craft your message to reach those who align with you. Serve them well and they will share you with others and help you grow.
Remember, home school is a market. Within that market lies communities of families who want to hear what you have to say.
So, you have developed a product, or an online course offering and you want to target home schoolers (at least that is what you believe). The real question though is whose worldview best aligns with what you have to offer: home schoolers, unschoolers, eclectic, secular, Christian, traditional, school-at-home, etc.? And, keep in mind we have not even tapped into methodology: Charlotte Mason, Classical (Trivium, Quadrivium), Montessori, Unit Study, Waldorf, and many more.
Oh wait I almost forgot. We must also explore their reasons for choosing to educate at home.
* Provide a better education for my children
* Religious/moral reasons
* Concerned about issues at public/private schools
* Socialization issues
* Medical reasons
* Family issues
* and many more
Too many companies, organizations, and schools view home schoolers through one lens and they fail to recognize the mosaic of families who have chosen to educate their children at home. In order to build relationships with these families, you must first begin to understand them, and their reasons for choosing this option.
Yes, there are over 2.3 million families educating their children at home and that does equate to a billion dollar industry annually. However, it doesn't mean you should or even could serve all of them. Instead, let's find your niche within this market and craft your message to reach those who align with you. Serve them well and they will share you with others and help you grow.
Remember, home school is a market. Within that market lies communities of families who want to hear what you have to say.
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