Category Archive for Book Marketing

The Clean and Green Club, March 2017

Having trouble reading this as e-mail? Please visit www.thecleanandgreenclub.com to read it comfortably online.
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Shel Horowitz’s Clean and Green Marketing Tip, March 2017
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Listen to the Best Interview I’ve Ever Done
Kymm Nelsen of the Conscious Leadership Podcast managed to pull more from me than anyone else has ever done. In 51 minutes, we covered so much that I list 17 separate points on my interviews page —and that was not a complete list. It’s one of three shows I’ve added to that page. Visit the page to scan the list and note what to listen for—and of course to click over and read it.

And watch this space for links to interviews by Internet marketer Willie Crawford, PR queen Annie Jennings’ Elite Wire, Lisa Faulkner of Game Changers, Ali Salman of Escape the 9 to 5 Grind, and Karina Cooke of the Business Code Podcast.

This Month’s Tip: How to Tell Good Advice from Bad Advice

My grandfather used to read all seven of NYC’s daily newspapers (most of which have since gone out of business) in order to triangulate a picture of what was *really* going on.

  • Listen to multiple sources. If you hear the same thing over and over from sources with divergent viewpoints, there’s probably merit in it—but do some due diligence and verify (at least take a quick trip to Snopes.com).
  • Do your own research. Read some books and articles but recognize that the situation may not be comparable.
  • Post specific questions *with as much detail as you can* on discussion lists–but recognize that the advice you get will be a mix of useful and useless. Study the groups before posting questions so you get a sense of whose answers are worthwhile. The more carefully and completely you phrase your question, the better your answers. And learn how to parse it.
  • Listen to your gut. You can even develop the skill of asking your subconscious directly and listening to the answer (which may emerge as a movement of the body).
  • Don’t be afraid to go out of the box, if it seems to be the right move–even if others are telling you it’s too risky. But make sure it really is the right move.

Finally, be prepared when good advice takes you in a different direction, and understand when that makes sense. I’ll tell you a success and a failure.

Back in 2003 as I was preparing my sixth book for publication (my 10th, Guerrilla Marketing to Heal the World, came out in April), I asked a discussion list about subtitles that would go well with my main title, Win-Win Marketing. This was a list where I’d been active for quite a few years, and I had a pretty good sense of the “players.” I heard very strongly from some of the most respected people on the list that my main title was a problem (for reasons I still don’t really relate to)—that the phrase “win-win” had enormous negative baggage for some people.

It took two months of brainstorming to come up with a title: Principled Profit: Marketing that Puts People First. Oddly enough, knowing none of this history, the Mexican publisher (which had originally called it Marketing Based in the People) changed the title on their second print run to Marketing Based in Win-Win (Mercadotechnia basada en ganar-ganar).

Fast-forward to last fall. Someone I’ve known for many years and respect enormously got very excited about the way I am combining a Board of Advisors, Mastermind group and online discussion into a single entity for my new “Transformpreneurial Brain Trust.” She gave me a long and well-thought-out brainstorm about how to commission brand new software that would do everything I wanted. The only problem was that she lost sight of my wider goal, which is to work with the business community on profitable ways to turn hunger and poverty into sufficiency, war into peace, and catastrophic climate change into planetary balance. I realized instantly that this would distract me from my real work and cost me much time and many thousands of dollars. Even though the advice came from a trusted source, it was bad advice for me at that moment. I chose to run with an off-the-shelf platform and to stay focused on my real mission.

New on the Blog
Environment/Travel:

Hear and Meet Shel
Ethical Corporation’s Responsible Business Summit, NYC, March 27-28. I will be moderating a keynote/fireside chat by Franz Paasche of Paypal and a panel with execs from Pirelli, Actiam, and Coca-Cola, both on Monday. I’ll also be attending Tuesday, without any moderation duties. I believe you can still save $200 with the code MP200, when you register at http://events.ethicalcorp.com/rbs-usa/register.php

How Social Entrepreneurs Can Thrive in the New Political Climate: webinar put on by Green America (my fourth for them), Thursday, April 29, 1 pm ET/10 am PT.

I missed Book Expo America last year after attending every one since 1997. But it’s back in NYC and my daughter is NOT getting married the following week (as she did in 2016), so I expect to be attending (May 30-June 2). If there’s interest, perhaps we can organize a gathering.

Note: I still have openings on my calendar for live or virtual events around Earth Day (a week on either side of April 22). Drop me a line or call 413-586-2388 if you have a need (or want to earn a commission by finding me a paying gig).

Order your copy of Shel’s newest book, Guerrilla Marketing to Heal the World

Learn how the business world can profit while solving hunger, poverty, war, and catastrophic climate change (hint: they’re all based in resource conflicts). Endorsed by Chicken Soup’s Jack Canfield, business blogger and bestselling author Seth Godin, and many others. Find out more and order from several major booksellers (or get autographed and inscribed copies directly from me). http://goingbeyondsustainability.com/guerrilla-marketing-to-heal-the-world/
 
Download a free sampler with several excerpts, the complete Table of Contents and Index, and all the endorsements.
Another Recommended BookA Wrinkle in Time
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A Wrinkle In Time by Madeline L’Engle

When I usually review books about sustainable business, customer skills, marketing and the like, why am I recommending a classic children’s fantasy novel from the 1950s?

Here are some of the reasons:

  1. This book has amazingly useful things to say about resistance to totalitarianism, nonconformity, the role of science, and defying expectations—all of which seem particularly relevant on the world stage right now.
  2. It’s a fun read that might take you only an hour or two, involving a 12-year-old girl and her companions on a classic Joseph Campbell-style Hero’s Journey to rescue her father and save the universe, visiting several planets along the way.
  3. The discussion of tesseracts—folding space in on itself to shorten interstellar travel from millennia to minutes—should spark some excellent creative thinking on themes like: 1) nothing is impossible, 2) we can solve the biggest problems we can imagine; 3) collaboration makes all the difference.
  4. I discovered Wrinkle at age 9 and credit it with helping me survive a very difficult time in the first half of my second decade. I gained enormous strength from it and have read it at least a dozen times.
  5. You might know a kid—or a grownup—who really needs this message right now.
  6. Last but not least, I read a whole business book this month that I decided wasn’t appropriate for the review column and the next one I started is large and I’m nowhere near done with it.
  7. I think it might be fun to mix in an appropriate novel every once in a while. The column has only covered nonfiction since I started it in 2003, but so many novels have changed the world. Arts, including literature, have an important role to play in creating our ideal world, and I should honor that once in a while.

I welcome your feedback on this. Oh, and if my review intrigues you, I interviewed Madeline L’Engle for two hours, back in the early 1990s, on the difference between truth and fact (she has since passed on).

Recent Interviews & Guest Articles: 

Shel’s done 19 podcasts recently, ranging from 5 minutes to a full hour. Click here to see descriptions and replay links.
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About Shel & This Newsletter

As a green and social change business profitability/marketing consultant and copywriter…award-winning author of ten books…international speaker and trainer, blogger, syndicated columnist – Shel Horowitz shows how green, ethical, and socially conscious businesses can actually be *more* profitable than your less-green, less-socially-aware competitors. His award-winning 8th book Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet was a category bestseller for at least 34 months (and is now available exclusively through Shel), his newest book, Guerrilla Marketing to Heal the World, has already won two awards and is endorsed by Jack Canfield and Seth Godin. Shel also helps authors/ publishers, small businesses, and organizations to market effectively, and turns unpublished writers into well-published authors.

Shel Horowitz’s consulting firm, Going Beyond Sustainability, is the first business ever to earn Green America’s rigorous Gold Certification as a leading green company. He’s an International Platform Association Certified Speaker and was inducted into the National Environmental Hall of Fame in 2011.
He began publishing his monthly newsletter all the way back in 1997, making it one of the oldest marketing e-zines (it’s changed names a few times along the way).
“As always, some of the links in this newsletter earn commissions—because I believe in the products and services enough to promote them (I get asked to endorse lots of other programs I don’t share with you, because I don’t find them worthy).”
Privacy Policy: We Respect Your Privacy

We collect your information solely to let our mailing service send you the information you request. We do not share it with any outside party not involved in mailing our information to you. Of course, you may unsubscribe at any time—but we hope you’ll stick around to keep up with cool developments at the intersections of sustainability, social transformation, and keeping the planet in balance. Each issue of Shel Horowitz’s Clean and Green Newsletter has a how-to or thought-leadership article and a review of a recommended book. We’ve been doing an e-newsletter all the way back to 1997, and some of our readers have been with us the whole time.

The Clean and Green Club, April 2016

Having trouble reading this as e-mail? Please visit www.thecleanandgreenclub.com to read it comfortably online.
Shel Horowitz’s Clean and Green Marketing Tip, April 2016
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Want to say thank you to me for all my hard work bringing you this newsletter since 1997? 

One way would be to order your copy of Guerrilla Marketing to Heal the World by April 18 from Amazon–all sales before the pub date count in figuring out best-seller status, and I’m close to being a category best-seller. Would love to have your help in getting there. The book comes with cool bonuses, too: see http://impactwithprofit.com/giftsforreaders/ . Scroll down and you’ll see a green-tinted box (or plain text if you have HTML turned off) with the order link.

If you would like to do a very small and easy thing to help, consider donating a single automated Tweet and/or Facebook post, pre-written for you. It takes 30 seconds to sign up at https://www.thunderclap.it/projects/40108-business-solves-biggest-issues — just click one or more of those big red buttons.
This Month’s Tip: My Selfish Motivation for a Lifetime of Activism
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You know by now that I’m not only a marketer but a committed activist, working more than 40 years to create a better world. Now, here’s the part you might not know: I put those thousands of hours in, gave all those speeches, wrote all those books, started several movements and organizations—because I’m selfish.

But what differentiates me from, say, Donald Trump or the Koch Brothers (besides their obvious vast wealth and ultraconservative politics) is this:

—>I define making the world better as in my self-interest. I work to make the world better, so I (and my kids, their as-yet-unborn kids, my friends, and those who are suffering currently) can have a better world. That helps me and the people I care about.

It’s looked pretty much like this, going back to age 12 when I really got going with making the world better:


1969-75: peace in Vietnam. Because I didn’t want to go to war when I turned 18. I actually started mentally working on my Conscientious Objector essay when I was about 12. 

1970-present: environment, at least to a limited degree (I helped defeat my first nuclear plant in 1971, before I really knew very much). I thought clean air and clean water were not just nice-to-haves, but have-tos. How to bring them about if not by working for a cleaner environment?

1971-73: high school student rights/multiculturalism at my high school, and oddly enough, a side exploration in the Libertarian Party. Because my rights were at risk. I wanted freedom to dissent as a student, and freedom from draconian laws about things that were really no business of the government.

1973-85: LGB activism (we didn’t know more than a couple of Ts back then). The B part is about me.

1974-81: Safe energy/no nuclear power/no nuclear weapons. Because keeping the world from cataclysm is a part of those environmental have-tos.

1983-98: A lot of community board service on affordable housing, reinventing democracy, a free-form dance collective (the arts have always been part of my social change work), disability rights, and even a board advising the local District Attorney on civil rights issues from various minority perspectives. Worked with my city councilor to create the first nonsmokers’ rights regulations in our area. Also was involved in several mayor and city council races, including three where I ran as a council candidate, one where I managed a successful insurgent campaign (we won by seven votes), and a mayoral race where I wrote all the press releases. Because I wanted a better city and county to live in, and I saw the City Council as constituted in the early 1980s as a very repressive institution that did not represent the wave of new immigrants to town such as myself.

1999-2000: Founded and played key organizing/leadership roles in a group that saved a local mountain in just 13 months (I thought it would take 5 years). And it means that every time I drive by that site (just a mile from my house), I DON’T have to look at ugly houses going all the way up to the ridge line, or sit in traffic as they exit onto the main road.

2002-present: Reinventing the business world as an ethical, environmentally conscious partner in transformational social change
the last two years of it focused on turning hunger and poverty into sufficiency, war into peace, and catastrophic climate change into planetary balance. Because, thinking holistically, making business a partner in bettering the world betters conditions for the people and other critters that live here—and that includes me. And also because business has the resources, technology, and yes, motivation to do this work, where activists are often lacking some of those pieces.

So there you have my true confession: I make the world better, so I can live in a better world. And isn’t that as good a motivation as any?

What’s YOUR motivation to change the world?

Preorder your copy of Shel’s newest book, Guerrilla Marketing to Heal the World

Learn how the business world can profit while solving hunger, poverty, war, and catastrophic climate change (hint: they’re all based in resource conflicts). Endorsed by Chicken Soup’s Jack Canfield, business blogger and bestselling author Seth Godin, and many others. Release date is April 19, just in time for Earth Day, and you can now preorder from several major booksellers (or get autographed and inscribed copies from me). Learn all about this powerful book at http://goingbeyondsustainability.com/guerrilla-marketing-to-heal-the-world/
Shel Interviews Thought Leaders
Michael Shuman, author of The Local Economy Solution, is the first person I’ve interviewed for a new series with thought leaders in enviro-friendly and/or transformational business. Michael talks about why most conventional economic development makes no sense and what to do instead. http://transformpreneur.com/2016/04/08/michael-schuman-why-most-economic-development-programs-are-a-disaster/
Hear and Meet Shel
Connect with Shel


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About Shel & This Newsletter

As a green and social change business profitability/marketing consultant and copywriteraward-winning author of ten booksinternational speaker and trainer, blogger, syndicated columnist – Shel Horowitz shows how green, ethical, and socially conscious businesses can actually be *more* profitable than your less-green, less-socially-aware competitors. His award-winning 8th book Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet was a category bestseller for at least 34 months (and is now available exclusively through Shel). Shel also helps authors/ publishers, small businesses, and organizations to market effectively, and turns unpublished writers into well-published authors.

Shel Horowitz’s consulting firm, Green And Profitable, is the first business ever to earn Green America’s rigorous Gold Certification as a leading green company. He was inducted into the National Environmental Hall of Fame in 2011.

He began publishing his monthly newsletter all the way back in 1997, making it one of the oldest marketing e-zines (it’s changed names a few times along the way).

“As always, some of the links in this newsletter earn commissions—because I believe in the products and services enough to promote them (I get asked to endorse lots of other programs I don’t share with you, because I don’t find them worthy).”
Privacy Policy: We Respect Your Privacy

We collect your information solely to let our mailing service send you the information you request. We do not share it with any outside party not involved in mailing our information to you. Of course, you may unsubscribe at any time—but we hope you’ll stick around to keep up with cool developments at the intersections of sustainability, social transformation, and keeping the planet in balance. Each issue of Shel Horowitz’s Clean and Green Newsletter has a how-to or thought-leadership article and a review of a recommended book. We’ve been doing an e-newsletter all the way back to 1997, and some of our readers have been with us the whole time.

NEW YORK BOOK LAUNCH EVENT for Guerrilla Marketing to Heal the World: Green America’s Green Festival—New York, TOMORROW, Saturday, April 16, Javits Center. Mainstage talk at 11:30 a.m. followed by book signing. This is a great event; I’ve attended several times and this will be my third time speaking. Not just terrific speakers but also great organic food samples and cool products like the wallet and purse vendor who makes stuff out of old tires (I use one of those wallets that I bought there a couple of years ago).
GUEST ON THE BILL NEWMAN SHOW, WHMP 1400 AM & 96.9 FM, Northampton, MA and online, Monday, April 18, between 9-10 a.m. ET  http://whmp.com/podcasts/shows/bill-newman/

GUEST FOR ASK THOSE BRANDING GUYS, Monday, April 18, 1:15 p.m. ET/10:15 a.m. PT, http://www.santafe.com/thevoice/stream and live over KVSF (101.5 FM) Santa Fe, NM

INTERVIEW WITH TODD SCHNICK, http://intrepidnow.com, airs April 18 (and beyond)

OFFICIAL PUBLICATION DATE FOR Guerrilla Marketing to Heal the World is Tuesday, April 19—and Earth Day is Friday, April 22

SECOND OF J.V. CRUM’S TWO INTERVIEWS ON CONSCIOUSMILLIONAIRE.COM, Tuesday, April 19 (almost no overlap between this and the earlier show listed at “recent interviews”) 


AN EXCERPT FROM Guerrilla Marketing to Heal the World, Brand Identity in a Global Economy, is scheduled to run Tuesday, April 19 at CarolRoth.com

WESTERN MASSACHUSETTS BOOK LAUNCH EVENT for Guerrilla Marketing to Heal the World, Wednesday, April 20, 7 p.m., Odyssey Bookshop, South Hadley. Come early if you want a seat; I’m expecting to fill the room.


HOW TO BUILD A MOVEMENT: INTERVIEW GUEST FOR KRISTIE NOTTO’S BE LEGENDARY PODCAST (f/k/a Kristie T), Wednesday, April 20, 3 p.m. ET/noon PT, http://awesomesaucemarketing.net/kristie-notto-chats-with-shel-horowitz/

SLOW LIVING SUMMIT, Brattleboro, VT, April 28-30 (theme: Food and Agriculture Entrepreneurship), http://www.slowlivingsummit.org/ My talk will be on the 30th @ 1:30 pm: “Impossible is a Dare: How Your Food Business Can Make a Difference on Hunger, Poverty, War, and Catastrophic Climate Change

GUEST ON THE BARRY MOLTZ SHOW, any time after Sunday, May 1, 6:30 a.m. ET http://barrymoltz.com/business-insanity-talk-radio-with-barry-moltz/

GUEST ON GO GREEN RADIO WITH JILL BUCK, Friday, May 6, noon ET/9 a.m. PT http://www.voiceamerica.com/show/1303/go-green-radio

GUEST ON THE ENRICHMENT HOUR WITH MIKE SCHWAGER, Thursday, May 19, 7 p.m. ET/4 p.m. PT http://wsradio.com/category/lifestyles/the-enrichment-hour-with-mike-schwager/ (and archived on that link afterward)

WEBINAR FOR INDEPENDENT PUBLISHERS OF NEW ENGLAND, “Green Audiences, Green Titles, Green Printing” Thursday, May 26, 6 p.m. ET/3 p.m. PT https://attendee.gotowebinar.com/register/7842561726385736194



Recent Interviews & Guest Articles:

Guest on Leon Jay, Socialpreneurtv http://socialpreneur.tv/building-better-products/guerilla-marketing-to-heal-the-world (you’ll get to see what I look like when I’m overdue for a haircut/beard trim—a rare glimpse at Shaggy Shel)

Western Massachusetts Small Business Show with Ira Bryck http://whmp.com/podcasts/western-mass-business-show-4-9-16/

Friends Who Want to Help
Shift Network presents a telesummit, Earth Day Summit: Renewed Hope, Real Solutions and Reverence for Mother Earth, April 22 (Earth Day).

On April 22, esteemed green experts, spiritual leaders, innovators, activists, scientists and luminaries from around the globe are coming together to offer us all a renewed sense of hope, real solutions and reverence for Mother Earth. Join Starhawk, Kenny Ausubel, Vicki Robin, Chief Phil Lane, Jr., David Crow, Xiuhtezcatl Martinez and others for this no-charge online gathering — and find inspired actions for a healthy, sustainable and thriving planet. http://earthdaysummit.com/

Another Recommended Book: The Earth’s Best Story
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The Earth’s Best Story: A Bittersweet Tale of Twin Brothers Who Sparked an Organic Revolution by Ron and Arnie Koss (Chelsea Green, 2010)

This is a very well-written book—but not a pretty story. The twin brothers who founded Earth’s Best, the first company ever to produce organic baby food at commercial scale and with national distribution, planted a flag in the ground for 100% organic, top quality, and unwavering ethics.

Starting an organic baby food company turned out to be a whole lot harder than, say, manufacturing natural ice cream. Especially when you have no experience manufacturing anything at all (never mind the specific and very complex world of making baby food), you’re wildly undercapitalized, you discover that no existing manufacturing plant can keep the organic food separate so you have to build your own, your production equipment is beyond ornery, and you’ve chosen to locate in Vermont—3000 miles from the California base of most of the organic commercial growers that existed in the late 1980s US.

It gets even harder when you have to bring in venture capitalists with no understanding of the organic movement and no respect for the company culture, and you’re forced to give up control inch by inch over a period of years. These two very decent men got slapped in the face by the production issues and then knifed in the back repeatedly by the players they brought in to save the company.

Amazingly, Earth’s Best somehow survived, and was eventually sold to Heinz, and then to the natural foods conglomerate Hain Celestial. And it eventually became profitable, though long after the founders were forced out. And not so amazingly, the idea of natural baby food caught on, and all the major players eventually added natural and organic lines. For this, eco-conscious parents should give thanks to these brothers.

But the real reason to read this book is to learn from their mistakes. Use it as a negative playbook, so if you’re ever going for funding, you’ll know how NOT to get shafted. Too bad crowdfunding didn’t exist back then.

Of course, the book is told from their points of view. Those they battled with might tell a different story. And they made a number of errors, and then kept making them. Issues with sourcing and manufacturing had to be overcome, and sometimes that meant dumping unsatisfactory inventory for pennies on the dollar. These things happen. But their tolerance for incompetent, arrogant managers surprised me. And even worse, after getting burned multiple times, I’d have thought they would figure out that no oral promise is worth anything. Get. Everything. In. Writing.

I’ve read a lot of corporate histories, including several in the natural foods industry or other green sectors, and I don’t think I’ve ever read such a heartbreaking one. It’s an unfortunate reminder that too many people in power see business as worse than dog-eat-dog, and those of us who view high ethical standards and a compassionate approach as assets need to protect ourselves from others who are rapacious and uncaring.

The Clean and Green Club, March 2016

Having trouble reading this as e-mail? Please visit www.thecleanandgreenclub.com to read it comfortably online.
Shel Horowitz’s Clean and Green Marketing Tip, March 2016
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Do you have five minutes to help me better understand and serve your green/social change business needs? Please fill out this quick survey: https://www.surveymonkey.com/r/9NHHMQ8
This Month’s Tip: What’s Really Involved in Launching a Book
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Bad news for authors who think the work is done when they turn in the manuscript. That’s when the real work just begins. There’s always so much to do for a book launch.

As you know, my 10th book, Guerrilla Marketing to Heal the World comes out April 19. I could keep five of me busy, full-time, between now and the launch date.

Here’s a bit of a window on what I’ve been up to with it. I post this both as a guideline for how to launch a book and as inspiration that even though I’m doing most of this myself, I’ve been able to get quite a bit done—even while doing numerous non-book-launch projects as well (including ghostwriting a book and helping my daughter plan her wedding). This is only a partial list:

Last summer: 

  • Secured endorsements from 22 well-known people including Jack Canfield, Seth Godin, Ivan Misner (founder of BNI), Joel Makower (founder of GreenBiz.com), and the author of The New Rules of Green Marketing (among others). 
  • Obtained four guest essays from marketers Yanik Silver and Ken McArthur, as well as Cynthia Kersey (author of Unstoppable/Unstoppable Women) and Frances Moore Lappé (Diet for a Small Planet)
  • Began talking up the book and showing around the cover at live events and media interviews
  • Put up http://goingbeyondsustainability.com for the corporate market and http://impactwithprofit.com for entrepreneurs/startups
  • Secured cooperation from my charity partner Green America and support from Jeannie and Amy Levinson, wife and daughter of my late co-author Jay Conrad Levinson

December

  • Wrote and posted several press releases with different angles
  • Assembled and posted a full media kit: http://goingbeyondsustainability.com/media-center/
  • Prepared sample reviews in three different word lengths
  • Did the first of three bulk mailings to my list
  • Began to actively tout the book in my newsletter and on social media

Jan-Feb

  • FINALLY came up with the elusive brand I’d been trying to find for two years. I feel it accurately and interestingly describes the new work I’m doing showing business how to turn hunger and poverty into sufficiency, war into peace, and catastrophic climate change into planetary balance (this is what the new book is about)—and built a new website around this brand: http://transformpreneur.com
  • Booked in-person launch events in NYC (4/16, at a major green festival), Western Massachusetts (3/8 at a prestigious college, 4/20 at our best local bookstore), and Brattleboro, VT, 4/30 (at Slow Living, a very well-regarded environmental conference)
  • Booked about a dozen podcast and radio appearances and began to tape the first several
  • Went through 1500 media and 3300 personal contacts, selecting several hundred people to reach out to, personalizing my letters to them (not just with name but with a line or two specific to each). Some I invited to be launch partners, some to cover me in their media, and some to attend the local book launch (I still have room for people in all those categories, BTW)
  • Secured commitments to promote to their own lists and/or on social media from 85 people (as of March 1) with aggregate total list size of several hundred thousand
  • Wrote a bunch of tweets, newsletter solo mailings, newsletter blurbs, and social media posts, tweaking them for three different audiences: guest essayists, endorsers, and supporters
  • Hired a publicist, worked closely with him to shape a lengthy and unusual press release, and had him send out two blasts, to 5000 reporters each time—and answered each response individually
  • Renewed contact with a VA who had sold me ten hours of time a few years ago and told her I’m ready to use it on a social media campaign
  • Contacted a publisher where I had ad credits and arranged to use them
  • Submitted several articles to various publications and had most of them accepted

March (except for a trip abroad with probably very little Internet) and April will be equally busy.

Preorder your copy of Shel’s newest book, Guerrilla Marketing to Heal the World

Learn how the business world can profit while solving hunger, poverty, war, and catastrophic climate change (hint: they’re all based in resource conflicts). Endorsed by Chicken Soup’s Jack Canfield, business blogger and bestselling author Seth Godin, and many others. Release date is April 19, just in time for Earth Day, and you can now preorder from several major booksellers (or get autographed and inscribed copies from me). Learn all about this powerful book at http://goingbeyondsustainability.com/guerrilla-marketing-to-heal-the-world/
Hear and Meet Shel
Connect with Shel


Find on Facebook


About Shel & This Newsletter

As a green and social change business profitability/marketing consultant and copywriteraward-winning author of ten booksinternational speaker and trainer, blogger, syndicated columnist – Shel Horowitz shows how green, ethical, and socially conscious businesses can actually be *more* profitable than your less-green, less-socially-aware competitors. His award-winning 8th book Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet was a category bestseller for at least 34 months (and is now available exclusively through Shel). Shel also helps authors/ publishers, small businesses, and organizations to market effectively, and turns unpublished writers into well-published authors.

Shel Horowitz’s consulting firm, Green And Profitable, is the first business ever to earn Green America’s rigorous Gold Certification as a leading green company. He was inducted into the National Environmental Hall of Fame in 2011.

He began publishing his monthly newsletter all the way back in 1997, making it one of the oldest marketing e-zines (it’s changed names a few times along the way).

“As always, some of the links in this newsletter earn commissions—because I believe in the products and services enough to promote them (I get asked to endorse lots of other programs I don’t share with you, because I don’t find them worthy).”
Privacy Policy: We Respect Your Privacy

We collect your information solely to let our mailing service send you the information you request. We do not share it with any outside party not involved in mailing our information to you. Of course, you may unsubscribe at any time—but we hope you’ll stick around to keep up with cool developments at the intersections of sustainability, social transformation, and keeping the planet in balance. Each issue of Shel Horowitz’s Clean and Green Newsletter has a how-to or thought-leadership article and a review of a recommended book. We’ve been doing an e-newsletter all the way back to 1997, and some of our readers have been with us the whole time.

WARREN WHITLOCK HOSTS ME ON BLAB, Friday, March 25, noon ET/9 a.m. PT. This is an open conversation. You can turn your camera on and join in, or ask real-time questions in the chat, as long as you give your Twitter screenname. https://blab.im/y75eqa – this will be my very first time guesting on Blab.

GUEST ON THE BARRY MOLTZ SHOW, any time after Sunday, May 1, 6:30 a.m ET http://barrymoltz.com/business-insanity-talk-radio-with-barry-moltz/

GUEST FOR RONALD M. ALLEN’S MANAGING CHANGE SHOW, Monday, April 4, 10 a.m. ET/7 a.m. PT http://www.blogtalkradio.com/managechange/2016/04/04/shel-horowitz–going-green-raises-revenues-and-lowers-costs

GUEST FOR FRANKIE PICASSO ON THE GOOD RADIO NETWORK, Tuesday, April 5, 1 pm ET/10 a.m. PT. http://www.toginet.com/shows/MissionUnstoppable

GUEST FOR ADAM LERNER’S MARKETING PODCAST, Wednesday, April 13, 1 pm ET/10 a.m. PT (episode will be recorded and posted after production @ http://learnwithlerner.com)

NEW YORK BOOK LAUNCH EVENT for Guerrilla Marketing to Heal the World: Green America’s Green Festival—New York, Saturday, April 16, Javits Center. Mainstage talk at 11:30 a.m. followed by book signing. This is a great event; I’ve attended several times and this will be my third time speaking. Not just terrific speakers but also great organic food samples and cool products like the wallet and purse vendor who makes stuff out of old tires (I use one of those wallets that I bought there a couple of years ago).

GUEST ON THE BILL NEWMAN SHOW, WHMP 1400 AM & 96.9 FM, Northampton, MA and online, Monday, April 18, between 9-10 a.m. ET  http://whmp.com/podcasts/shows/bill-newman/

Guest for Ask Those Branding Guys, Monday, April 18, 1 p.m. ET/10 a.m. PT, http://www.santafe.com/thevoice/stream and live over KVSF (101.5 FM) Santa Fe, NM

OFFICIAL PUBLICATION DATE FOR Guerrilla Marketing to Heal the World is Tuesday, April 19—and Earth Day is Friday, April 22.

SECOND OF J.V. CRUM’S TWO INTERVIEWS ON CONSCIOUSMILLIONAIRE.COM, Tuesday, April 19 (almost no overlap between this and the earlier show listed at “recent interviews”)


An excerpt from Guerrilla Marketing to Heal the World, Brand Identity in a Global Economy, is scheduled to run Tuesday, April 19 at CarolRoth.com

Mid-April (air dates not set yet): Interviews with Todd Schnick, http://intrepidnow.com, and Leon Jay, SocialpreneurTV. I should have more complete information on these next month.

WESTERN MASSACHUSETTS BOOK LAUNCH EVENT for Guerrilla Marketing to Heal the World, Wednesday, April 20, 7 p.m., Odyssey Bookshop, South Hadley. Come early if you want a seat; I’m expecting to fill the room.


HOW TO BUILD A MOVEMENT: INTERVIEW GUEST FOR KRISTIE NOTTO’S BE LEGENDARY PODCAST (f/k/a Kristie T), Wednesday, April 20, 3 p.m. ET/noon PT, http://awesomesaucemarketing.net/kristie-notto-chats-with-shel-horowitz/

SLOW LIVING SUMMIT, Brattleboro, VT, April 28-30 (theme: Food and Agriculture Entrepreneurship), http://www.slowlivingsummit.org/ My talk will be on the 30th @ 1:30 pm: “Impossible is a Dare: How Your Food Business Can Make a Difference on Hunger, Poverty, War, and Catastrophic Climate Change

WEBINAR FOR INDEPENDENT PUBLISHERS OF NEW ENGLAND, “Green Audiences, Green Titles, Green Printing” Thursday, May 26, 6 pm ET/3 pm PT https://attendee.gotowebinar.com/register/7842561726385736194


Recent Interviews & Guest Articles:

Two-part interview on Steve Sapowksy’s excellent EcoWarrior Radio podcast: https://itunes.apple.com/us/podcast/pt.-1-guerrilla-marketing/id1080237490?i=363550688&mt=2/ (Listen to Part 1 before Part 2, of course)

Book excerpt: Green Goods and Services Are Much Easier to Market: http://homebusinessmag.com/businesses/go-green/green-goods-services-much-easier-for-businesses-to-market/

Friends Who Want to Help

Are you an introvert? My friend Val Nelson is offering a small-group mastermind just for you: The Introvert SOULpreneurs Club: http://www.valnelson.com/services/introvert-group

Another Recommended Book: Business in Blue Jeans
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Business in Blue Jeans, by Susan Baroncini-Moe (Sound Wisdom, 2013)

With 34 years in business, I’m not really the market for another book on startup success. But many of my clients and readers are, and I often read books with that audience in mind (and wish I’d read a few in the very early days of my business).

This book is warm, approachable, and full of common sense, as well as a lot of Law Of Attraction and personal motivation material to get a new business up and running on solid footing. I found that many of the suggestions were clumped into certain sections of the book; I’d take a bunch of notes on successive pages and then go 10 or 15 pages without any notes. But even those less useful sections were still a good read.

The book contains several exercises. One I found especially useful is a new way of looking at brainstorming (p. 123). She also has a very small section on business helping the wider world, and I’m glad to see it there, even if it’s not very comprehensive. (My own next book, Guerrilla Marketing to Heal the World, goes into far more detail on this.)

Some of the wise nuggets I especially like:

  • Learn how to find the love often hidden in negative messages from friends and family
  • Understand that thinking Law Of Attraction thoughts isn’t enough; you also have to do the work 
  • Create a story that’s consistent with your reality AND with your customers’ experience of you
  • Seek out not only the intersection of your skills and interests and a market, but also for the intersections of both fiery passion and the warm gentle glow (much like a successful long-term marriage)
  • Develop great branding by first targeting your market as narrowly and carefully as possible (and recognize that if you’re in different markets, you probably need different branding and marketing even for the same product)
  • Use “lean in marketing”: be interested, not just interesting, and create a positive user experience
  • Recognize that search keywords, headlines, etc., should speak to the need (the hole your prospect wants to drill) rather than the tool you provide (the drill bit)
  • Acknowledge that more isn’t always better
  • Make sure all employees know that they are the customer service department
  • See mistakes as opportunities to fix things
  • Give value, even when you’re networking

The Clean and Green Club, December 2015

Having trouble reading this as e-mail? Please visit www.thecleanandgreenclub.com to read it comfortably online.
Shel Horowitz’s Clean and Green Marketing Tip, December 2015
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Do you have five minutes to help me better understand and serve your green/social change business needs? Please fill out this quick survey: https://www.surveymonkey.com/r/9NHHMQ8

Now Through the End of the Year: Print Editions of Two of Shel’s Best Books (and an award-winning novel by his wife) for Just $4.95 per Copy


Perfect holiday gifts for the entrepreneurs, managers, marketers, and business students in your life—and for your own personal library. Also great to buy in bulk and donate to your favorite educational institutions and charities.
Nobody has to know that you only paid $4.95 each (plus shipping) for these award-winning and classy books from respected publishers. Grassroots Marketing: Getting Noticed in a Noisy World (Foreword Magazine Book of the Year Finalist)(Chelsea Green) retails for $22.95, and Guerrilla Marketing Goes Green (Independent Publisher Magazine Groundbreaking Indie Book)(John Wiley & Sons) retails for $21.95.

My wife, award-winning novelist D. Dina Friedman, decided to join the fun and make one of her novels available at the same price (and hers is a hardback!). Playing Dad’s Song, published by Farrar, Strauss, and Giroux, tells the story of a boy who faces crises ranging from a school bully to the death of his father in 9/11, and finds his way back to his center through music. It’s perfect for kids aged 9-15.

Because we’ve recently taken the rights to these books back, you can have print editions of these critically acclaimed books for less than a quarter of their original prices. Sometimes, there is more power in spreading a message widely, and low prices can make that happen. Guerrilla Marketing Goes Green, especially—with its message of business success through green and ethical business practices—has a role to play in changing the culture, and I want to see that change ignite.

The holidays are coming and everyone loves easy, frugal, useful gift ideas. (Note: if you’d like to be more generous, the gift of a strategic green/social change profitability consultation or copywriting project from me could be life-changing.)

Read more about these amazing books at
http://www.guerrillamarketinggoesgreen.com/ (Guerrilla Marketing Goes Green) CODE: 4.95guerrillabook
http://frugalmarketing.com/gmtoc.shtml (Grassroots Marketing). CODE: 4.95gmbook (it comes with a two-chapter update covering social media, no extra charge)
http://ddinafriedman.com/dinas-books/playing-dads-song/ (Playing Dad’s Song) CODE: 4.95pdsbook

Then visit http://shelhorowitz.com/shels-green-products-and-services/ to place your order. Make sure to use the proper coupon codes.

Note: Paperback only; ebook editions are available at the usual undiscounted price (still a great value). Quantities are limited to what we have in stock. If you’re interested in a bulk purchase, let’s talk. If you’d like your books signed and inscribed, please tell us what to say.

This Month’s Tip: Do You Make Yourself Clear, Part 1
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I was scouting my library for the next book to review and spotted a title by one of the world’s most prominent green economists. Great, I thought—until I started reading.

When I review a book in this newsletter, I read it all the way through. By the second paragraph, I was stumbling over so many obtuse sentences, I knew I wasn’t going to be able to tolerate 300 pages of this. The language was so ponderous, it felt almost like reading a foreign tongue. And I have a degree in communications, am trained in journalism, and I’m an avid reader, reading at least four and as many as 12 books each month of 2015.

Authors of nonfiction generally want to communicate and convince.

Yet, if this book is written too thickly for me, imagine trying to convince a tradesperson who reads two or three novels a year that the message of this book is worth all the work.

Here’s a 111-word excerpt from the paragraph that convinced me not to bother reading the book (it continues for another four lines):

The power of the concept of sustainable development is that it both reflects and evokes a latent shift in our vision of how the economic activities of human beings are related to the natural world—an ecosystem which is finite, non-growing, and materially closed. The demands of these activities on the containing ecosystem for regeneration of raw material “inputs” and absorption of waste “outputs” must, I will argue, be kept at ecologically sustainable levels as a condition of sustainable development. This shift is resisted by most economic and political institutions, which are founded on traditional quantitative growth and legitimately fear its replacement by something as subtle and challenging as qualitative development.

The problem isn’t just a matter of sentence length, but that’s a piece of it. Jamming three long sentences together with no break is certainly part of the problem. Long paragraphs compound the situation. I would have started a new paragraph with “This shift.”


But the biggest problem is the convoluted, meandering thought process. A good edit could easily fix this. To prove the point, I’ve rewritten his first sentence (dropping the word count from 44 words to 22):

Sustainable development’s true power is the way it anchors human economic activities to the natural world—a finite, stable, and closed ecosystem.


You can still get a complex message across with simple, understandable language; you don’t have to talk down to your reader. Consider these two paragraphs:

When you look deeply, a lot of the causes of hunger, poverty, war, violence, and catastrophic climate change turn out to be about resources: who uses how much, whether they’re taken sustainably, how fairly they’re distributed. When we address resources systemically, we’re able to transform hunger and poverty into sufficiency, war and violence into peace, and catastrophic climate change into planetary balance.

We actually know how to do this. Passive-energy construction expert David Bainbridge estimates that not only can we reduce the typical building’s energy footprint by 90 percent on new construction, but we can even cut the footprint on existing buildings by 50 to 70 percent. We knew how to build near-zero net-energy buildings at least as far back as 1983, when Amory Lovins built his house. We understand how to significantly increase crop yields without using chemicals and without compromising quality.

I like to think the above excerpt from my forthcoming book Guerrilla Marketing to Heal the World takes some pretty complex concepts and makes them understandable—even with sentences of 36 and 38 words. 

Just to be fair, I’ll be the first to acknowledge that my writing could also use tightening. I think my original is easy to understand, but I could have written it even more clearly, starting by knocking seven words out of the first sentence:

Look deeply: hunger, poverty, war, violence, and catastrophic climate change often turn out to be about resources: who uses how much, whether they’re taken sustainably, how fairly they’re distributed.

Finally, one more example (from a different book) of what not to do:

The [name of tool] provides data profiles of four sample generic companies as starter sets with which to initialize the online simulator dashboard and worksheets.

One sentence, and I’m already lost!

Next month, we’ll look at some specific dos and don’ts to keep your writing clear.


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About Shel & This Newsletter

As a green and social change business profitability/marketing consultant and copywriteraward-winning author of ten booksinternational speaker and trainer, blogger, syndicated columnist – Shel Horowitz shows how green, ethical, and socially conscious businesses can actually be *more* profitable than your less-green, less-socially-aware competitors. His award-winning 8th book Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet was a category bestseller for at least 34 months (and is now available exclusively through Shel). Shel also helps authors/ publishers, small businesses, and organizations to market effectively, and turns unpublished writers into well-published authors.

Shel Horowitz’s consulting firm, Green And Profitable, is the first business ever to earn Green America’s rigorous Gold Certification as a leading green company. He was inducted into the National Environmental Hall of Fame in 2011.

He began publishing his monthly newsletter all the way back in 1997, making it one of the oldest marketing e-zines (it’s changed names a few times along the way).

“As always, some of the links in this newsletter earn commissions—because I believe in the products and services enough to promote them (I get asked to endorse lots of other programs I don’t share with you, because I don’t find them worthy).”
Hear and Meet Shel

NEW YORK BOOK LAUNCH EVENT for Guerrilla Marketing to Heal the World: Green America’s Green Festival—New York, Saturday, April 16, Javits Center. Mainstage talk followed by book signing. This is a great event; I’ve attended several times and this will be my third time speaking. Not just terrific speakers but also great organic food samples and cool products like the wallet and purse vendor who makes stuff out of old tires (I use one of those wallets that I bought there a couple of years ago).


OFFICIAL PUBLICATION DATE FOR Guerrilla Marketing to Heal the World is Tuesday, April 19—and Earth Day is Friday, April 22. Expect several more events to be added in April, possibly including a return engagement at Gulf Coast Green in Houston.

WESTERN MASSACHUSETTS BOOK LAUNCH EVENT for Guerrilla Marketing to Heal the World, Wednesday, April 20, 7 p.m., Odyssey Bookshop, South Hadley. Come early if you want a seat; I’m expecting to fill the room.

SLOW LIVING SUMMIT, Brattleboro, VT, April 28-30 (theme: Food and Agriculture Entrepreneurship), http://www.slowlivingsummit.org/ My talk will be on the 30th: “Impossible is a Dare: How Your Food Business Can Make a Difference on Hunger, Poverty, War, and Catastrophic Climate Change

BOOK EXPO AMERICA, Chicago, May 11-13. Hoping to set up an event either at the show or at a local bookseller.

Preorder your copy of Shel’s newest book, Guerrilla Marketing to Heal the World

Learn how the business world can profit while solving hunger, poverty, war, and catastrophic climate change (hint: they’re all based in resource conflicts). Endorsed by Chicken Soup’s Jack Canfield, business blogger and bestselling author Seth Godin, and many others. Release date is April 19, just in time for Earth Day, and you can now preorder from several major booksellers (or get autographed and inscribed copies from me). Learn all about this powerful book at http://goingbeyondsustainability.com/guerrilla-marketing-to-heal-the-world/
Friends Who Want to Help

DONNA CUTTING’s new book, 501 Ways to Roll Out the Red Carpet for Your Customers, comes out this week (and includes a little contribution from me). If you’re looking for ways to ‘wow!’ your customers, the book gives you 501 easy-to-implement ideas to inspire loyalty, get new customers, and make a lasting impression.

I recommend 501 Ways to anyone who wants to ‘roll out the red carpet’ for their customers, but feels strapped for time, money, and energy. Power-packed with proven, ready-to-implement action ideas to enhance your customers’ experience and make your life easier. http://redcarpetlearning.com/store/

OSHANA HIMOT (the business coach who has catapulted me exactly where I want to be in creating a career around healing the world) is again offering no-charge consultations (and her phone number has changed. She writes:

“I am a business and life coach and work with people in many fields, assisting them to expand their work. it is unique for each person – the best programs to create, the groups to work with, how to find customers and clients…

I work with people who would like to help create a better society and can benefit from coaching. For a complimentary consultation, call 602-463-6797 or email oshanaben@yahoo.com. Oshana Himot, MBA, CHT”

Another Recommended Book: Evolved Enterprise
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Evolved Enterprise: How to Re-think, Re-imagine & Re-invent Your Business to Deliver Meaningful Impact & Even Greater Profit by Yanik Silver (no publisher named, 2015)

When Yanik Silver sent an advance manuscript of his new book, I liked it so much that I adapted a whole chapter as an essay in my own new book, Guerrilla Marketing to Heal the World. He’s one of four outside contributors.

My enthusiasm is apparently shared by a very influential group. Alongside my blurb, he’s got people like Tony Hsieh (founder of Zappos); John Paul DeJoria (co-founder of Paul Mitchell); and my brilliant friend Sam Horn (author of Tongue Fu and several other excellent books).

It’s focused very strongly on how business can have an impact in the wider world, and makes an excellent complement to Guerrilla Marketing to Heal the World. But its focus is quite different; with the exception of the shared chapter, there’s almost no overlap. Although Yanik comes out of the world of big-money Internet marketing, his book has an almost spiritual feel—reinforced by the mandala-like concept wheel that opens several chapters. He even uses the term “Transcending” as the third of the three stages of an evolved enterprise; the others are Transactional and Transformational (pp. 48-56).

He draws many lessons in marketing AND management through his own experience and those of his Maverick and Underground members—as well as thought leaders from Thomas Edison to Richard Branson. Edison, he points out, created an entire ecosystem of his ventures, all of which supported each other (p. 93); in the modern world, Zingerman’s does the same thing, with a bakery supplying bread to the flagship deli, for example (pp. 86-88). Tony Hsieh notes the importance of building a culture—not just hiring for values, but firing over them (p. 185). On the same page, Yanik shares a powerful insight about leverage: “little hinges swing big doors.” And a long guest essay by Joe Mechlinski is just filled with powerful leadership insights (pp. 195-207).

It’s a lot about how the good feeling you have making a difference in the world—and the fun you can have while doing it—translates into measurable bottom-line profits. The fun piece is very important to Yanik, a self-described adventure junkie. There’s a long an honorable tradition around this; he notes that the Dalai Lama has referred to himself as a “professional laugher” (p. 104).

That fun often translates to really creative ideas around building a deep and lasting community, internally and externally. Whether it’s exotic branded swag (such as the green Speedos that have become a part of Yanik’s Maverick brand), a unique collective experience, or even the ability to earn some sort of merit badges, as Harley riders do (pp. 170-171)—these can have vast marketing impact.

Creative marketers, he says, have to fall in love with customers and prospects (p. 160), and to use that love to do the unexpected. I’ve said for years that your real brand is not your slogan, logo, colors, etc., but the prospect/customer’s perception of you. Yanik puts it a bit differently: “It’s what other people are saying about you” (p. 161). This could take the form of genuine caring, such as Zappos not just refunding the purchase when a customer’s husband died in an accident before she could give him the brand new pair of boots she’d bought him, but sending flowers for the funeral! (p. 143).

How do you find ways to inject that creativity and that love? Yanik offers not only the usual tools, but also “community decoders” such as origin stories, in-group lingo and rituals, creeds, barriers to participation, sharing the inside story, artifacts, exceptional experiences, AND a higher purpose (pp. 163-180).

He looks quite a bit about the choices we business owners can make in our consumer role. Example: choosing to hire a firm that employs disadvantaged workers to fill goodie bags for a conference (p. 50).

And much of the work is backed up with rock-solid numbers that validate our choices to use our businesses to do good in the world. I knew about Patagonia’s Don’t Buy This Jacket” campaign and mention it in my new book. But I didn’t know that the company’s sales leapfrogged 40 percent in the next two years (pp. 150-151). He has numbers for many of the best known case studies of social entrepreneurship and business creativity.

It would be nice if we could find these numbers easily. Unfortunately, Evolved Enterprise doesn’t have an index, although it has several blank pages at the back where one could have gone. It also could have used a better interior design and one more proofread. Despite these minor flaws, this book crams a lot of wisdom in, breaks it up with a lot of humor and visual concept examples, and could knock years off your social entrepreneurship learning curve. I recommend it strongly, and especially in tandem with my own Guerrilla Marketing to Heal the World.

The Clean and Green Club, September, 2015

Having trouble reading this as e-mail? Please visit www.thecleanandgreenclub.com to read it comfortably online.
Shel Horowitz’s Clean and Green Marketing Tip, September 2015
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Can a Book Launch Change the World?
Only if…
1. The book contains powerful new ways of looking at the world, powerful solutions to make and spread change
2. Enough people read the book and start discussing those ideas

Books have often changed the world. Think about The Tipping Point, In Search of Excellence, or even way back to Silent Spring, Tom Paine’s Common Sense and Harriet Beecher Stowe’s Uncle Tom’s Cabin. I could list hundreds more examples.

My forthcoming 10th book, Guerrilla Marketing to Heal the World, can change the business world—with your help. It scores well on #1, showing how businesses can not just go green, but actually make a difference AND a profit turning hunger and poverty into sufficiency, war into peace, and catastrophic climate change into planetary balance.

I’d love your help with #2! And there are several incentives to participate. Please visit http://goingbeyondsustainability.com/will-you-help-business-transform-the-world/ for all the details.

A bit more about the book: Guerrilla Marketing to Heal the World, my second collaboration with the legendary Jay Conrad Levinson (Father of Guerrilla Marketing), comes out in March, with endorsements by Jack Canfield of Chicken Soup, Seth Godin, the founders of BNI and GreenBiz.com, the author of The New Rules of Green Marketing (among others), and essays from the authors of Unstoppable/Unstoppable Women and Diet for a Small Planet as well as marketing superstars Yanik Silver and Ken McArthur.

This Month’s Tip: Types of Partnerships
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Every entrepreneur wants new sources of revenue with almost no risk, yet only a small portion understand how the magic of a good partnership can bring this about. As an example, many partnerships are built around payment for results; rather than paying thousands of dollars to advertise in the media with no guarantee of results, you only pay your partners commissions for the sales they actually achieve for you.

Open your mind to infinite possibilities! Last month we talked about who makes a good partner. Now, let’s look at the myriad ways to structure a partnership.

Partnerships can be extremely simple, or very complex. Either way, they typically fall into three main categories, with thousands of subgroupings. So obviously, this is not a comprehensive list ;-):

Marketing, Branding, and Fundraising

  • Referral, with no commission (see the example from my own early days in last month’s newsletter)
  • Referral, with commission
  • Affiliate (where software tracks commissions for you)
  • Package stuffers: you include an offer from another business when you mail out your orders or bag them at a retail counter (with or without a tracking code)
  • Co-marketing multiple products and services from multiple vendors, as individual offerings
  • Co-marketing multiple products and services from multiple vendors, as a single value-added and/or discounted package (as the separate companies with a word processor, spreadsheet, and database did years ago when they created a suite to compete with Microsoft Office)
  • Partnering with a charity/NGO to donate a percentage of sales, time-limited (“dine with us Tuesday and we’ll donate 10% to the food pantry”) or otherwise conditional (“every 50th caller raises another $100 for United Way”)
  • Partnering with a charity/NGO to donate a percentage of sales, ongoing (“portion of the proceeds will be donated to Rainforest Action”)
  • Producing the same product under multiple brand labels (supermarket private-label brands, car companies)
  • Organizing events with a charity partner and bringing in media partners (radio and TV stations, newspapers, popular Internet sites) to publicize the event at no charge
  • Joining forces to create and promote theme-based events, geographical groupings, or other promotions that benefit all participants (maps showing groups of artisanal food businesses or antique shops, themed festivals for craft beer or renewable energy, Taste of the City/Neighborhood restaurant fairs
  • Similar efforts for geography-based communities, neighborhoods, or even individual streets without an overriding theme, such as this example of a street in St. Augustine, Florida: https://www.facebook.com/AvilesStreet

Operations and R&D

  • Joining forces to address different parts of a complex project (the massive energy efficiency retrofit of the Empire State Building involved companies with expertise in window remanufacturing, temperature controls, insulation, and overall green building design)
  • Co-creating new products and technologies (the PowerPC computer chip that ran many computers in the 1990s was a joint project of Apple, IBM, and Motorola)
  • Engaging corporate and NGO leaders in a joint visioning/revisioning process to develop much greener, more socially conscious approaches in business (this month’s recommended book has dozens of examples; I also consult on this)
  • Presenting a unified front to address big problems (as European car manufacturers did when they agreed on strategies and processes to take back used up vehicles at the end of their useful life and reuse the parts, pointing out to the government that having their cooperation would work better than an adversarial relationship)
  • Mergers and acquisitions

Financial

  • Cooperative ownership
  • Pay-upfront memberships such as CSA (Community Supported Agriculture) farms
  • Stock options/employee ownership plans
  • Traditional financial partnerships, such as silent partners, angels/VCs, and IPOs—and the more consumer-oriented models such as mutual funds that create partnerships with thousands of members
  • Issuing scrip; your customers and neighbors can buy “currency” usable only at your business, typically for 10 to 20 percent less than the face value
  • Local currency networks, such as Ithaca Hours (Ithaca, NY and vicinity) and BerkShares (Berkshire County, MA)
  • Computerized barter networks
  • Time trade networks, where an hour of a doctor’s labor is worth the same as an hour of a babysitter’s

Connect with Shel on Social Media
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About Shel & This Newsletter

As a green and social change business profitability/marketing consultant and copywriteraward-winning author of ten booksinternational speaker and trainer, blogger, syndicated columnist – Shel Horowitz shows how green, ethical, and socially conscious businesses can actually be *more* profitable than your less-green, less-socially-aware competitors. His award-winning 8th book Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet was a category bestseller for at least 34 months (and is now available exclusively through Shel). Shel also helps authors/ publishers, small businesses, and organizations to market effectively, and turns unpublished writers into well-published authors.

Shel Horowitz’s consulting firm, Green And Profitable, is the first business ever to earn Green America’s rigorous Gold Certification as a leading green company. He was inducted into the National Environmental Hall of Fame in 2011.

He began publishing his monthly newsletter all the way back in 1997, making it one of the oldest marketing e-zines (it’s changed names a few times along the way).

“As always, some of the links in this newsletter earn commissions—because I believe in the products and services enough to promote them (I get asked to endorse lots of other programs I don’t share with you, because I don’t find them worthy).”

Friends Who Want to Help

30-minute no-charge session with a master business and life coach
Posting this on behalf of my friend, colleague, and masterful coach Oshana Himot. I have benefitted enormously working with her. She’s really helped me crystalize the idea that I can shift my focus to turn hunger and poverty into sufficiency, war into peace, and catastrophic climate change into planetary balance—through the profit motive. Without her, I wouldn’t have done my TEDx talk, “Impossible is a Dare” (hear the talk and see the slides at http://www.business-for-a-better-world.com/tedtalks/ )
nor would I have written the new book.

She writes: “If you work to change society in positive waysI’m a skilled coach who can help you work through the stuck places and go forward… With a mix of both business and life coaching skills, and MBA, and a diversified set of tools, I work with you as the unique and wonderful person you are–and the amazing, powerful person you’d like to become. What you would like to achieve.

“How can this work can benefit you? Schedule a complimentary 30-minute session and find out. You can reach me at 602-463-6797 or through email at: oshana@oshanasjoywork.com.

Debbie Allen’s new book on Positioning—Yours at NO Cost
I’ve got an exciting gift for you! Download my friend Debbie Allen’s brand new book, EXPERT POSITIONING: How to Dominate Your Competition and Gain High Paying Clients at no cost. Expert Positioning is a great way to stand out and market your business; I’ve personally built my business with it. Debbie’s been in the expert space for decades. Her new book walks you through the process to setting up your expert business so you can easily gain higher paying clients and make more sales. Get your free copy now at www.ExpertDomination.com 

Hear and Meet Shel
I’ve been so busy getting the book done that I haven’t been booking talks lately. But that’s about to change! As the book launch draws closer, I expect to have several engagements. And remember—if you connect me with a paid speaking gig (OR a sponsor who will fund no-pay engagements), you can earn a very nice commission. Please write to me if you would like to help.


Just announced: a stellar looking Guerrilla Marketing Reunion with a lineup that includes Seth Godin, Jay Conrad Levinson’s widow Jeannie Levinson, Joel Comm, Loral Langemeier, and several other luminaries, November 2-4 in Orlando. Price is very reasonable. I’m going; how about you? http://guerrillamarketingfamilyreunion.com/ (Oh, and let me know if you’re a nonsmoker who’s interested in sharing a hotel room.)
Another Recommended Book: The Necessary Revolution
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The Necessary Revolution: How Individuals and Organizations Are Working Together to Create A Sustainable World, by Peter Senge, Nina Kruschwitz, Joe Laur, and Sara Schley

Most of the books I’ve been reviewing the last several years have been published relatively recently, often within three years. With a 2008 copyright, this book is outside of that pattern. And while there are pieces of it that are a bit dated—for instance, evaluating and praising BP’s actions on behalf of the environment pre-Deepwater, and of course the dramatic shifts in the fossil fuel climate due to new (and very invasive/destructive) technology and the concurrent shifts in the economy following the recession.

Yet about 90 percent of this book is still intensely relevant, and the orientation toward holistic approaches and working together from different sectors on common goals (e.g., corporate and NGOs or corporate and major government regulators) yields terrific examples and remarkable insights. I like the way it pays attention to both results and process, and demonstrates repeatedly that inclusivity —when combined with holistic thinking and powerful visioning—creates better, longer-lasting, more future-focused results. In other words, it’s not about being less bad, but about rethinking an entire way of doing things to create a greater good in the first place; they see the solution as based in innovation, not coercion—something Buckminster Fuller, who suggested that we humans learn to live on our energy income (i.e., renewables) rather than energy capital (fossil fuels), would agree with (p. 8). By working backward from the world we want to achieve, rather than patching the failures of today’s world, we can leapfrog the incremental small gains and totally rethink and reshape the business world, and heal the planet. So give it a whirl, even if you think 2007 data is too old.

Some of what you’ll learn will be about the changes brought about by the 20th century industrial model—like the shocking statistics that the number of cars in the world leapt from 50 million in 1950 to 800 million less than 60 years later (six times the growth in population), or that (as of 2007) 90 percent of all raw materials ended up as waste (p. 16).

But that second statistic is cause for hope, because it opens up the possibility to use resources far more effectively. If we can bring that 90 percent down to, say, 10 percent, that means we need far less mining, fewer landfills, less energy and water in manufacturing, use, and disposal, and many other benefits.

You’ll also learn powerful stories about individuals who led their organizations not just to a new understanding of how business can profit while serving a higher social and environmental good, but to new products and services—as well as new corporate structures and partnerships (with competitors, trade associations, NGOs/nonprofits, and government agencies), new tools for inclusive decision making and product creation, and new ways of doing business—based in that understanding. If you’ve followed what I’ve written about practical visionaries like Amory Lovins and Dean Cycon (both cited) over the years, or what I’ve written about partnership success strategies, it will not come as news.

Let’s make that hope much more concrete, by sharing just a few of the numerous case studies in the book:

  • After a bunch of folks from Xerox went on a guided wilderness retreat, they saw a Xerox copier rusting in a landfill. This caused an epiphany: they could design copiers that sent nothing to the landfill. Putting this into action meant addressing such issues as product lifecycle and energized the group to reinvent copier technology. While the defunct copier they saw had more than 2000 parts and was not easily disassembled, the Lakes Project model this team developed had just 200 parts and came apart easily for reuse and recycling, and kept 122,000,000 pounds of material out of landfills in a single year (pp. 288-289).
  • BMW, which had been developing plans to collect and recycle worn-out cars, expanded to create a consortium of all car manufacturers in the European Union, developed practical methods to design cars for eventual disassembly and reuse, and then went to the EU government as a united front, with workable plans for the makers to take end-of-life responsibility for their products. The EU adopted their recommendations, which avoided certain regulations the manufacturers felt were unrealistic or too restrictive while accomplishing the agreement to collect and recycle with essentially no pushback from industry—because industry designed the program (pp. 230-232, 248). 
  • Alcoa piloted a massive water reuse project in one plant, and saw an 85 percent reduction in water consumption (p. 182).
  • Meanwhile, Coca-Cola partnered with the global environmental group WWF to examine its total water footprint—including, for instance, the huge amount of water needed to grow its sugarcane. (It turns out that other beverages, including coffee and milk, also have enormous water footprints, once we factor in inputs like the amount a cow drinks.) This initiative got urban corporate executives, environmentalists, residents of environmentally sensitive areas, bottlers, and farmers talking to each other in new ways. (pp. 77-95; the case study doesn’t really address the results of the initiative, which was pretty new at the time).

Senge et al tell us it’s crucial to dream big, and to work from a primarily positive vision—that falling a few points short of a massive, world-changing goal is a much greater success than meeting a goal that’s too easy and doesn’t build change (pp. 293, 325-326).

A key point is that innovations, and movements, typically don’t originate at the centers of organizational power—there are exceptions, of course—but at the periphery, with production workers, managers of small units, etc. (p. 364), developing “creative tension” (pp. 294-296). Often, meaningful change happens when one employee champions the cause and makes it happen. Thus, the book features multiple Toolkit sections, which provide an illustrated overview of specific tools that help organizations grapple with these issues—including companies unaccustomed to giving line workers or unit managers a meaningful say in policy. One example is the five pages about understanding when participants are taking on any of four different roles in a meeting (pp. 276-280).

The authors include a zinger at the very end that could be its own book: a brief section (pp. 374-377) on the need to take these group process skills out beyond the human experience, and to not just take the needs of other species into account, but to design processes that include non-human partners. Reading about Amory Lovins’ active collaboration with apes who had learned to communicate with humans, co-designing an ape-friendly living environment, made me jump out of my chair and yell “Wow!”

There’s much more in this book. Go out and get it, read it carefully, and take lots of notes (I took five pages, and I have tiny handwriting).

The Clean and Green Club, July 2015

Having trouble reading this as e-mail? Please visit www.thecleanandgreenclub.com to read it comfortably online.
Shel Horowitz’s Clean and Green Marketing Tip, July 2015
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Discounts on My Two Best Marketing Books—Yours for Just $15 each

Guerrilla Marketing Goes Green was published originally by Wiley. It was named a Groundbreaking Indie Book by Independent Publisher Magazine, republished in Italy and Turkey, and on the Amazon category bestseller lists at least 33 different months). 236 pages of great information on marketing green businesses, plus a bonus package worth hundreds of dollars. Originally priced at $21.95.
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Order: http://shelhorowitz.com/shels-green-products-and-services/
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Grassroots Marketing: Getting Noticed in a Noisy World was published by Chelsea Green, at $22.95. A Finalist for Foreword Magazine’s Book of the Year Award, this large-format paperback has 306 pages of information to help any business or organization market more effectively and spend less money doing so. It includes a bonus two-chapter ebook covering social media and other new developments.
Learn more:
http://www.frugalmarketing.com/gm.shtml
This Month’s Tip: Make It Viral, Part 3
Successful Examples and Ideas

I’d hope to fill this whole issue with subscriber success stories. However, only two of you wrote to me with your experiences. I am pretty surprised, as publicity is one of the best ways to make something go viral, and I was offering no-strings-attached publicity.

It may be that viral marketing success is a lot rarer than the gurus make it out to be. In any case, I will fill out the article with other examples.

Participate in Relevant Twitter Chats/Post Exciting Topical Content
Find hashtag Twitter chats that relate to the idea, product, service, or cause you wish to promote. (A good resource is @chatsalad.) Engage in lively conversation with like-minded people on related twitter chats. Ask and answer questions *related* to the topic being discussed. Respond directly to what others say. Be genuine and heartfelt. Do not distort the focus of the dialogue to blast your notices. Keep it very personal. If you contribute something unique, eye-catching, inspiring, or provocative, it’s likely to get retweeted and spread out.

I do best with the chats that have a large audience, hundreds of people. I’m making friends and building relationships. I got really involved in a discussion of the ethics of content marketing on #contentchat. People mentioned, retweeted, and responded. The lively conversation drove up my Klout score [editor’s note: a rough measure of your authority on Twitter].

Also, respond to trends. Within a day, I had 170 comments across social media on a post about Hillary Clinton hiring a Monsanto lobbyist to help her win in Iowa.
–Judah Freed (@judahfreed)

Do a Long-List Blog Post
I consult with people who are looking to come off or find alternatives to medicinal psychiatrics. I wrote a very long list of things people could try before taking them. This was my most successful blog post on my own site ever. It was shared on Facebook over 900 times (I’ve had articles shared more than that, but on other more popular sites). It got viewed 1183 times the day I posted it.
–Chaya Grossberg, Intuitive Healer http://chayagrossberg.com/

Grab Onto a Universal Meme
Dave Carroll and his band the Sons of Maxwell grabbed onto the popular theme of corporate indifference to the trouble they cause ordinary people with their Youtube video, “United Breaks Guitars.” More than 15,000,000 people have watched the main posting of this video as of July 1–and that doesn’t count the gazillion spin-off videos and reposts. https://www.youtube.com/watch?v=5YGc4zOqozo

Blow the Doors Off People’s Expectations
When an unemployed housewife in a frumpy dress, looking 15 years older than her actual age, walked onstage of “Britain’s Got Talent” six years ago, it was clear that no one expected much. Then she started singing. And Susan Boyle got the singing career she wanted. An astonishing 171,861,870 people have watched this. If you’re not one of them, visit https://www.youtube.com/watch?v=RxPZh4AnWyk

Be Irresistibly Cute
This commercial for Google Android featuring lots of cuddly interspecies friendships has attracted 18,251,438 viewers on Youtube (and probably many more on regular TV). What it doesn’t do, in my opinion, is sell phones (or anything else). I don’t see anything relevant in the song lyrics, the tagline message, or the visuals that does anything to brand Android as my phone of choice (and I own one).

Be Irresistibly Useful
Let’s stay with the Big G for a moment, and go back to its earliest days. Do you remember the first time someone showed you Google’s search engine? The combination of a clean interface, instant results, and a very strong degree of relevance blew a lot of people away, including me. It was lightyears ahead of Alta Vista and Yahoo and Excite, and spread like wildfire. The company was incorporated in September, 1998, and two months later was heralded by PC Magazine as the best search engine, with “an uncanny knack for returning extremely relevant results.” By the time the company started monetizing by selling advertising, a couple of years later, Google utterly dominated search—as far as I know, without buying any paid advertising about its search services.

Create an Unstoppable Movement
I told you about Save the Mountain, the environmental group I formed in 1999, in the May issue. The viral nature of our success was a lot about noticing a moment that was ready for change, and positioning our group to ride the wave. 


In the aftermath of the June United States Supreme Court decision legalizing same-sex marriage, you probably discovered a lot of your Facebook friends had “rainbowized” their profile pictures as a way of celebrating. This was another right-place/right-time movement. I would have never predicted in 1979 when I first attended a same-sex commitment ceremony that gay/lesbian marriage would be legal anywhere in the US within my lifetime. Even after my own state of Massachusetts became the first in 2004, I never thought that 11 years later, it would be the law of the land across the nation. 

It was only in 1969, with the Stonewall riot in New York City during a police raid of a gay bar, that significant numbers of gays and lesbians began demanding acceptance by the mainstream culture. Gay marriage pushed that movement to new heights, while at the same time, the mainstreaming of same-sex lifestyles pushed same-sex marriage. The two together created a synergy that neither one could have done alone. 

The bigotry that had been the “normal” treatment toward non-heterosexuals a few short decades ago is certainly not banished—but it *has* become socially unacceptable. And businesses are harnessing their support to their benefit.


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About Shel & This Newsletter

As a green business profitability/marketing consultant and copywriter…award-winning author of eight books… international speaker and trainer, blogger, syndicated columnist – Shel Horowitz shows how green, ethical, and socially conscious businesses can actually be *more* profitable than your less-green, less-socially-aware competitors. His most recent book is category bestseller Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet. Shel also helps authors/ publishers, small businesses, and organizations to market effectively, and turns unpublished writers into well-published authors.

Shel Horowitz’s consulting firm, Green And Profitable, is the first business ever to earn Green America’s rigorous Gold Certification as a leading green company. He was inducted into the National Environmental Hall of Fame in 2011.

He began publishing his monthly newsletter all the way back in 1997, making it one of the oldest marketing e-zines (it’s changed names a few times along the way).

“As always, some of the links in this newsletter earn commissions—because I believe in the products and services enough to promote them (I get asked to endorse lots of other programs I don’t share with you, because I don’t find them worthy).”
Hear & Meet Shel/Friends who Want to Help
As a panelist, I can get you tix to @KenMcArthur’s $697 Impact event, Phila, July 30 to August 2, for just $97: http://theimpactevent.com/97ticket (click the link on that page to see the awesome lineup of presenters, then return to the link above to get the deal). If you attend, be sure to say howdy.
Another Recommended Book—Engaging Emergence: Turning Upheaval into Opportunity

Engaging Emergence: Turning Upheaval into Opportunity by Peggy Holman (Berrett-Koehler, 2010)


Out of chaos, something different and better can often emerge—if we respond to disruption as a growth opportunity, at least.

From running a meeting to creating a revolution, Holman cites numerous examples of harnessing disruption, working through it to something more inclusive, easier on the environment, and more likely to create the world we want—even if getting to this wonderful destination can be painful. She encourages us to “embrace mystery: seek the gifts hidden in what we don’t know,” “choose possibility: call forth ‘what could be,’” and “follow life energy: trust deeper sources of direction.”
Change, she says, will be 10 times as rapid in the 21st century as it was in the 20th (which was in turn the fastest-changing period in history). This means recognizing that big change often starts with tiny steps…viewing problems not as something to fix, but as doorways to new opportunities…understanding that when we make space for divergent viewpoints and time not only to act but to contemplate, the whole group can go much deeper.

When we do move to action, she tells us to
• Compassionately disrupt, by asking possibility-oriented questions that lead to “a virtuous cycle of creativity and renewal”
• Creatively engage with people of different viewpoints and experience; get out of our own comfort zones
• Foster “wise renewal,” remembering that answers and solutions are likely to be nuanced rather than absolutes

Here’s a possibility-oriented question about asking questions: “How do we shape inquiries so compelling that they focus us on the best of what we can imagine, attract others, and connect us to realize what we most desire?” (p. 80).

Holman is a co-founder of Journalism that Matters, a group that seeks to keep journalism relevant and focused on the wider world. To the famous journalists’ 5 Ws (Who, What, When, Where, Why), she adds a sixth: “What’s possible now?”

With my focus for the past year on business solving hunger, poverty, war, and catastrophic climate change, I was particularly intrigued when Holman 1) pointed out the energy savings of peace; when we listen better, we fight less:

Wisdom seems to be emerging more often as evolution itself evolves toward increasing complexity, diversity, and awareness. Whether truth and reconciliation in South Africa or peace in Northern Ireland, intractable challenges are being settled peacefully. Perhaps wise renewal is moving us toward increased energy efficiency. Emergence through creative engagement no doubt uses far less energy than war. (pp. 175-176)
And 2), she described a session with Palestinian activists, who used a technique called Appreciative Inquiry to look beyond resisting the separation wall sealing them off from Israel—to harnessing the wall as part of the process of change. (pp. 119-120)

Until next month…

The Clean and Green Club, November 2014

Having trouble reading this as e-mail? Please visit www.thecleanandgreenclub.com to read it comfortably online.
Shel Horowitz’s Clean and Green Marketing Tip, 

November 2014

This Month’s Tip: Do You Pay Attention When Key Contacts Drop Into Your Lap?

You know by now that my eighth book, Guerrilla Marketing Goes Green, was published by John Wiley & Sons, a major business publisher. But you probably don’t know how that came about.

It started ten years ago, when I got an order for my ebook on having fun cheaply from someone I recognized as an Internet marketing superstar.

So I seized the moment. Along with his ebook, I sent a note saying that I admired his work and offering him, as a gift, a copy of Principled Profit, my original self-published book on business ethics and green practices as success principles. Luckily, I didn’t know that he was living in New Zealand at the time, or I might never have made the offer.

He responded enthusiastically, I sent the book, and (as I’d suspected) he loved it. He wrote me a blurb, and we began collaborating on a few projects. I blurbed his next book, and then he asked me if I’d write an essay for it. I did, and invited him to be a guest on the business radio show I hosted at the time. We corresponded on various ideas about marketing and social change for several years.

And then one day, out of the blue, I got a note from him asking if I’d like the contact information for his editor at Wiley. It took me about eight nanoseconds to say yes, thank you. By that time, his editor had actually been promoted to Publisher. So I had a personal introduction to the head of a major New York publishing house from one of its best-selling authors, all because I had made a gift when serendipity dropped him into my inbox. Remember, he did not originally contact me for anything to do with marketing or social change. He wanted my book on having fun cheaply. (Years later, I found out he had bought it as a gift for his then-wife.) And so I pitched Wiley on an updated, expanded edition of Principled Profit.

While Wiley was considering my book proposal, I got a brainwave: if Wiley said no, I’d approach Jay Conrad Levinson, founder of the iconic Guerrilla Marketing brand, to be my co-author. If Jay said yes—and I thought he probably would based on some of his writing that showed sympathy to the green cause—it would be easy to find a publisher. When Wiley finally said yes, I realized, duh, I could still ask Jay. So after getting my Wiley editor’s approval (“oh, you mean we get TWO marketing geniuses? Yes, we like it.”), I approached Jay, using an ancient AOL address I had from interviewing him about 12 years earlier. Amazingly, it still worked. Not so amazingly, he was eager to participate.

I’ve reached out over the years to many people who have considerably more fame than I do. Some have responded, including former US President Jimmy Carter (who declined to endorse Principled Profit but added me to his holiday card list–and his beautiful cards always include a his own art on the cover), Jack Canfield, co-creator of the Chicken Soup series (who DID endorse that book), celebrity musicians including Joan Baez, Pete Seeger, Paul Winter, and Arlo Guthrie (all of whom I’ve interviewed for local newspapers), leaders in both the green and marketing worlds including BNI founder Ivan Misner, comedian Swami Beyondananda, green economist Hazel Henderson, and green business leader Joel Makower, all of whom I’ve interviewed for either my teleseminar or my former radio show, and Stephen M.R. Covey, the best-selling author who generously agreed to write the forward for Guerrilla Marketing Goes Green.

With the exception of Swami, for whom I’d organized a live event when he mentioned in his newsletter that he was looking for a gig in New England, I approached these folks cold, through public channels.

There are other ways, too. I’ve also approached well-known authors at conferences, and usually gotten their contact information (sometimes some quick informal no-charge consulting, too)—and occasionally an ongoing relationship. Another way is to comment (appropriately, please–absolutely do not spam them) on your chosen celebs’ articles, blog posts, videos, and social media presence. I’ve cultivated these types of relationships with many movers and shakers, sometimes maintaining the correspondence for years before I ever ask for anything. Just last month, I saw a Facebook post from an author I’d read decades ago, commenting on a mutual friend’s post. I immediately friended and corresponded with her, and she’s likely to become a client!

Some have not written back. I asked both the Dalai Lama and the late Nelson Mandela if I could interview them for a book project I was thinking about, and never heard from either one. But what did I have to lose by trying? Only a few minutes of my time. What if they would have said yes if only I’d asked, as those others did?

Next month: how to approach celebrities so they say yes.

Friends/Colleagues who Want to Help
Reminder: Business For a Better World Telesummit is Replaying NOW

You got a mailing on this on Monday, November 3—still seven more calls to listen to at no charge, starting today:

Nov. 17 Allen Rathey: Healthy Green Homes/Green Biz in Conservative Places


Nov. 18 Christophe Poizat and Tsufit: Building Successful Internet Communities

Nov. 19 Ivan Misner: The Ultimate Face-to-Face Marketing System

Nov. 20 Harry McAlister: Animations with A Message

Nov. 21 Ana Weber: Loving Mondays, Finding Passion, Shifting Hats 

Ongoing Shel Horowitz: Business For a Better World (interviewed by Tom Antion)

Ongoing Shel Horowitz: Overview: telesummit +8 bonus calls

Listen to each call on its appointed day, no charge.

And of course, you can get unlimited access to the entire series of 17 calls, plus eight bonus calls not available any other way, for just $49.95. You’ll get to here from world-class marketers, including:

  • Jay Conrad Levinson, who created Guerrilla Marketing, the most successful marketing brand in history (and my co-author for Guerrilla Marketing Goes Green) 
  • Michelle Shaeffer, who went from a stay-at-home teen mother to a celebrity blogger diva in the work-at-home-mom and homeschooling niches
  • Ivan Misner, founder of BNI, a networking organization whose members pass each other $6 billion in referrals every year
  • Marcia Yudkin, one of the world’s leading experts on marketing to and for introverts (and one of the smartest people I’ve ever met)–her insights on the size and power of this market will shock you

As well as top luminaries in the green business world, such as:

  • Joel Makower, founder and chief reporter/conference organizer for GreenBiz.com, a man with an in at every major company in the world
  • Hazel Henderson, who evolved from a children’s health and safety activist to one of the foremost experts on ethical business vs. traditional economics (I’ve been following her work since she published Creating Alternative Futures in the 1970s—what an honor to interview her for an hour)
  • Dean Cycon, the very creative CEO of a coffee company that is so successful, it can afford to give 50% of profits to village-led community development projects in the coffeelands

$49.95 gets you all these and quite a few more.

Visit http://www.business-for-a-better-world.com/telesummit/ to register for the freebie calls, listen to the two unlimited-access calls, and buy your recording package.


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About Shel & This Newsletter

As a green business profitability/marketing consultant and copywriter…award-winning author of eight books… international speaker and trainer, blogger, syndicated columnist – Shel Horowitz shows how green, ethical, and socially conscious businesses can actually be *more* profitable than your less-green, less-socially-aware competitors. His most recent book is category bestseller Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet. Shel also helps authors/ publishers, small businesses, and organizations to market effectively, and turns unpublished writers into well-published authors.

Shel Horowitz’s consulting firm, Green And Profitable, is the first business ever to earn Green America’s rigorous Gold Certification as a leading green company. He was inducted into the National Environmental Hall of Fame in 2011.

He began publishing his monthly newsletter all the way back in 1997, making it one of the oldest marketing e-zines (it’s changed names a few times along the way).

“As always, some of the links in this newsletter earn commissions—because I believe in the products and services enough to promote them (I get asked to endorse lots of other programs I don’t share with you, because I don’t find them worthy).”
Another Recommended Book—Recommend This!

Recommend This! Delivering Digital Experiences That People Want to Share, by Jason Thibeault and Kirby Wadsworth (Wiley, 2014)

Here’s the perfect follow-up to last month’s review of Story Based Selling. Recommend This! incorporates the idea of the story, but wraps it around the lens of ongoing relationships. Whether in person at a retail store or digitally through top-quality content, you build relationships that move people along from prospect to customer to loyal fan to ambassador. Thibeault and Wadsworth don’t talk much about turning your customers into ambassadors (your unpaid sales force, as I call them in one of my own books)—but they do talk about building a relationship that could last decades.

And in the relationship economy—they coin the term “relawatts” to measure it—the true currency is attention.

Yet, it’s challenging to grab attention when we have access to—and use—a nearly infinite number of channels, and have limitless numbers of contacts. In the old days, people researching a major purchase might have consulted an issue of Consumer Reports; now, they go on the Web and read product reviews, talk to their friends on social media, pass through Google a bunch of times, and probably finish with a trip to the company’s own site (or Facebook page)—and they could be doing this from any mix of desktop and laptop computers, tablets, and phones, sometimes simultaneously. It’s a nonlinear pattern that looks random. And you have to engage people on these outside sites—but the goal of your interactions on social media should be to bring the visitor over to your own website, where you can control the process and mine the data.

Meanwhile, the old Dunbar rule about people managing about 150 connections is totally out the window. We might have thousands of people we’re connected to, but those connections are far shallower than in the past.

And they point out that a relationship has to be two-way, if the prospect or customer wants that. Which means customers and prospects have to have ways to interact with you, even if they’re just visiting a website or downloading a white paper. However, not every prospect wants to be interacted with, and smart businesses allow users to stay anonymous. Google, for instance, is based on a pure (non-monetary) transaction. The visitor is “just looking”; Google provides the desired information, which the visitor clicks on. Google does build more of a relationship with its real customers, such as its advertisers—but not necessarily with the causal visitor seeking information.

Thibeault and Wadsworth suggest that the way to solve all of this is by becoming a thought-leader, and they see four key mindset shifts that marketers must make: from firing messages at prospects to talking to (I’d say with) them; from transaction to engagement; from sales-oriented to helping-oriented, and from just-another-vendor to highly credible, trusted information source.

Forget about push-style selling, sales funnels, and such. Become an expert curator. Provide information, solve problems, and yes, tell stories—not so much about the brand, but about how its customers solved their problems by using the brand (a crucial distinction).

And let customers and prospects talk not just to the marketing staff, but to the product experts–including other customers. They see that two-way communication as conveying a major advantage to the digital world. When active users comment on your product, or even on your white paper, they become part of the curator world, and have elevated themselves beyond mere transactional interaction; they feel invested in your stuff.

But companies can go farther, and harness available technology to provide a first-class user experience. Thibeault and Wadsworth believe in websites that respond differently not just in adjusting to and optimizing for the users platform (what browser, what device), but in the content of the responses to visitor queries. Taking it even further, companies can start and nurture their own online communities. A well-run community, Thibeault and Wadsworth say, can be a powerful competitive advantage.

Analysis of a Really Bad Book Query Letter (With Lessons for Non-Authors, Too)

Ever dream of getting a big New York publisher for your future best seller? Don’t do it like this—in fact, don’t esend any kind of pitch letter that makes these mistakes:

M husband has a finished book and he is looking for a Book Agent or Book Publisher. His book is geared for young adults. He is a Highschool teacher and his students are chomping at the bit to read his book. We are sitting on a gold-mine! If you are interested, please leave your information so we can send you more information on the book! Thank you so much.

This was an actual query, submitted through a media query submission service. Let’s play a little game with this, just for fun. How many things can you find wrong with this post? Use the comment form to respond, and then scroll down to see my list (don’t cheat!)





Publishers are deluged with queries and are actively looking for reasons to say no. Any of the eight points below will probably trigger rejection. All of them together? This proposal is going nowhere, fast. Similarly, executives look for reasons to brush off sales pitches…customers of any kind want to be romanced, but this letter is more like the equivalent of a wolf-whistle on the street corner.

  1. Spelling, grammar, and punctuation count. I notice two typos (dropping the y in My and running high and school together into one non-existent word), one inappropriate hyphenation, and four inappropriate capitalizations.
  2. Writing style counts. This limp and wooden paragraph gives me no confidence in the author’s ability.
  3. I don’t even know if this is fiction or nonfiction, let alone the subject and genre. Tell me what the book is about, tell me your working title, get me interested.
  4. Young Adult, in the children’s book market, is a much younger reader than high school. She doesn’t know her terms and her audience, which means she doesn’t know the industry, which means the product is not likely to be salable.
  5. Don’t give me hype (gold-mine). Give me facts.
  6. What a great market analysis—NOT! His students are eager for the book. OK, let’s say he teaches five classes of 30 kids each, which would be a pretty big load but not out of the question. OK, so that’s a universe of 150 students per semester. If even 25 percent of the market actually buys (and that’s about 5 to 10x more than I’d guess), you’ve just sold a whopping six books. That won’t even pay for the cover design. I think this particular gold mine may be all played out. And no other markets are mentioned.
  7. What’s his name, what are his credentials, and why isn’t he writing his own letter?
  8. Finally, why submit this to a media pitch service that goes to experts across all genres, seeking publicity by answering reporters’ queries? The targeting is very poor. It would make a lot more sense to pitch a list of actual publishers, don’t you think?

And by the way, if you’re thinking of submitting a book proposal or query letter to an agent or publisher, a bit of expert help can make a huge difference. I offer critique services, rewriting, or writing from scratch. And I’ve sold to Wiley, Simon & Schuster,and Chelsea Green, as well as gotten nibbles for my clients from many other fine houses. For those authors better suited to self-publishing, I walk you through every step of the process and we come out the other end with something as good as books coming from major publishers.

Lessons From a Book Launch, Part 1

My eighth book, Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet (co-authored with Jay Conrad Levinson), was released just over a month ago, and I’ve been completely consumed with launch activities for several months leading up to the release.

Working with a major publisher for the first time in 18 years, I’m keenly aware of the publisher’s high expectations, and doing what I can to make waves. Here’s a bit of what I’ve done:

The partnership strategy

One of the most powerful marketing strategies I advocate in the book is to form alliances with others who are already reaching your key market. And taking my own advice, I put together several alliances in the project. First of all, I brought my co-author in: Jay Conrad Levinson, “the father of Guerrilla marketing,” is a marketing superstar with not only an extremely well-known brand but also a large and well-oiled marketing machine. From reading some of his other books, I had a feeling this concept of Green marketing would resonate with him. He was delighted to be part of this project. And that made it a much bigger book from the publisher’s point of view, and thus gave us considerably more leverage in negotiating a contract. Wiley has been great to work with, and I think part of the reason is that they see this as an important book. Oh yes, and when I asked them to do the book on recycled paper, they said, sure.

Next, I sought a charity partner for the launch. I brought in Green America, which is perfectly aligned with the philosophy of the book. It’s an organization that supports Green, local businesses.

And finally, I went out to my considerable network of bloggers, e-zine publishers, and such, and offered them the opportunity to benefit from promoting the launch: first, by submitting a bonus and getting exposure to everyone who registers as a buyer—resulting in a package of over $2600 worth of extra goodies that anyone who buys the book (no matter where they buy it) can get with a couple of clicks. And second, by launching a membership program in conjunction with the launch, and offering commissions on any sales of that program. So they had two incentives to participate, and these make it sweeter for  buyers of the book as well as for the marketing partners.

What are the results of these three partnerships? On my own, I have access to about 10-12,000 people (depending on how much overlap there is between my newsletter subscribers and my book buyers). Bringing Jay in added 84,000 people. Adding Green America added 94,000. And adding the bloggers/publishers reached another 800,000. So I went from the 10,000 people I could reach on my own to 988,000. In other words, I could reach almost a million people through partnerships. And those partners and their networks are spreading the word even further; as of February 23, exactly one month after the publication date,  hits on Google for “Guerrilla Marketing Goes Green” (exact match) were an extraordinary 1,140,000. I don’t think I’ve ever been involved with anything that got a million hits on Google before.

What did these partner campaigns cost me? Almost nothing. The only things I had to pay out were to cover a few hours of my assistant’s time to set up the infrastructure (less than $200), and the results-based payment to the charity partner. All the rest was just time and creativity.

Partnering was only one strategy in this launch. Tune in next month for more takeaways from this campaign.


REMINDER: Unless you step forward, next month will be the last issue of this newsletter. If you want it to keep going, make your voluntary contribution via paypal: shel@frugalfun.com, specify Book Marketing Tips. You’ll get refunded if we don’t reach a critical mass of funding. Why not do it now, while you’re thinking about it?

Website Models for Writers, Part 1: Shel Horowitz's Book Marketing Tip, Dec. '09

For authors and publishers, certain ways to structure a website make particular sense. Lets explore six different models (three this month, and three next month): Resource sites, author sites, publisher or series sites, buy-my-book sites, blog sites, and salesletter sites.

Common Elements

For the first four of these six, certain common elements could be:

•            A navigation mechanism

•            Pages that create interest in your book(s) and/or you as the author

•            Pages that market the author to the media and to meeting planners, schools, bookstores and libraries

•            Pages that market your book to resellers

•            Materials that others can freely use on their own websites, e-newsletters, and print publications (thus spreading you to new audiences)

•            A blog that you can update on your own, at any time (some whole sites are nothing but a blog; see the fifth model)

•            Schedule of appearances (if you can keep it current—personally, I find it easier to do this in my newsletters)

•            Archive of past newsletters

•            Some way of keeping in touch with visitors

•            Feedback mechanisms: contact information and forms, order forms, comment pages, etc. (Warning: Never put your e-mail address as a text link on your website; the spam robots will collect it and you’ll be sorry! I recommend web-based contact forms)

•            Links to other relevant websites

•            A site-wide search tool (Google has a particularly nice one, and it’s free)

Let’s look more closely at the pages that generate interest in you and your book; they should offer…

  • Solid information that will save or earn the reader money, solve a problem, learn a new skill, address a pressing desire (e.g., lose weight, find a mate, de-stress), shed light on historical or current events, etc.
  • Excellent entertainment
  • A brush with celebrity

Resource Sites

When people search on the Web, they’re typically looking for specific information about a topic. If they find your site while they’re searching, you hope the high-quality information you provide will convince them to buy—or at least sign up for your newsletter so you can sell to them later.

To set up this type of site, create a few dozen pages on your topic. These are fun sites to do and easy to gain traffic but they can get out of hand pretty quickly, because there’s so much good stuff out there.

You can see examples at <http://www.frugalfun.com > (my site on having fun cheaply, with arts and travel magazines and frugality resources—which gets at least 50,000 visits every month these days) and <http://www.frugalmarketing.com> (my general business site). Both of these sites actively promote my books but also attract a lot of traffic that will never buy, because they just want the specific information they came for

Author Sites

A site to promote your ” brand” as an author. It should let readers get a sense that they know you personally, as well as, of course, introduce them to your various books. It may or may not have a direct-selling component.

This kind of site is also an ideal place to set up a fan club.

My wife’s site at <http://www.ddinafriedman.com> is one of these

Publisher or Series Sites

Similar to the author site, but promoting the book series or entire publisher line. Typically, these present a catalog page, with tiny book covers and brief descriptions; when you click on the cover or description, you get much deeper information about the book.

Condensed from a much more in-depth section in Shel Horowitz’s seventh book, Grassroots Marketing for Authors and Publishers.