Shel Horowitz’s Clean & Green Newsletter, June 2011

In This Issue…

  • Can You Help Me Out (and Get Paid?)
  • Special Price On Shel’s Award-Winning Book
  • Do You Qualify for a No-Cost Consultation with Shel?
  • Six Places Reporters Are Looking for You
  • Another Recommended Book: The Secret of Selling Anything, By Harry Browne
  • Hear & Meet Shel
  • Friends Who Want to Help
(Some of the links in this newsletter are affiliate links-if you want to know about any particular link, please ask.)

Can You Help Me Out (and Get Paid?)

I find myself looking for a few different types of people to work as part-time independent contractors. You can pick up some income, working from the comfort of your own computer and telephone, while helping to spread the message that green and ethical behavior is not only the right thing morally, but also a great way to grow your business.

* Webmaster: Format and post content, administer newsletters, revise content as necessary, research and install/troubleshoot new tools and scripts. Note: most of our sites are now in WordPress, which makes changing appearance or content very easy. But some of our older sites–the ones with the most articles–are in old-fashioned HTML, so some basic familiarity is necessary. This will probably take about five hours a week. USD $10/hour.
* Speech Booker: Commissioned sales: 25% of the speaking fee (my standard rate is $5000 for a 60- to 90-minute speech, plus noncommissionable travel expenses).
* Other Commissioned Sales: Sell my monthly Green And Profitable and Green And Practical columns to corporate and media clients. Sell my membership program. Sell foreign rights for books and information products. Commissions vary depending on the product.
Contact me to learn more: shel at, or (8 a.m. to 10 p.m. US Eastern) 413-586-2388.

Special Price on Shel’s Award-Winning Book, Grassroots Marketing: Getting Noticed in a Noisy World

This Foreword Magazine Book of the Year Award finalist is a one-stop guide to low-cost, high-ROI marketing methods. Detailed coverage of copywriting, design, marketing online, selling in person, expertise-based marketing, and much more–plus a supplemental e-book that covers social media marketing in detail Please visit to see the complete table of contents and index, reader and press reviews, and more. It’s a very solid 306-page 7 x 10 book with lots of examples and visuals. Big, yes–but also easy to read, easy to grasp, and easy to implement. A great way to jump-start your marketing.

List price is $22.95–but eight now, you can grab a copy for just $12.00 plus shipping (that’s the same price my publisher charged for a smaller and less comprehensive book I wrote many years earlier, and a savings of better than 47 percent.
And if you want to train your whole team, pay just $10 per book if you three or more, or $8 each if you buy ten or more. What a deal!
To order, visit and enter the code for the quantity you want:
single copies at $12 each: GM12
3 to 9 copies at $10 each: GM10
10 or more copies at $8 each: GM8

Do You Qualify for a No-Cost Consultation with Shel?

I am giving away four 15-minute consultations this month on any aspect of marketing, book publishing, or green business. They will go to the first four people to respond with appropriate answers to the brief five-question survey at

Six Places Reporters are Looking For You

What’s the very best way to get coverage in traditional media? Pitch reporters who are already looking for sources for their upcoming stories. It’s much easier to find a reporter who needs to talk to, say, an eco-friendly apartment building manager than it is to go out cold-pitching to reporters and say, I’m an eco-friendly apartment building manager, please write about me.”

I’ve used this method to get repeat coverage in the New York Times, Wall Street Journal, Entrepreneur, Christian Science Monitor, Woman’s Day, and many other top-level media (as well as dozens of lesser-known media). Oh, and if you’re a consistently good source, some reporters will even start approaching you, before they post their queries. And that is really cool!

In this two-part series, I’ll connect you with six different places to find those reporters this month, five of which cost nothing but your time.

Next month, I’ll give tips on how to respond so you vastly increase your chances of getting covered. Meanwhile, go ahead and get registered (and start following the queries) at:

1. HARO (Help A Reporter Out):

5. Profnet/PR Leads: professional publicists can subscribe to Profnet for several thousand dollars a year—but individual authors can get a subset of the same leads, targeted to your expertise and interests, for just $99/month through authorized reseller PR Leads: (yes, I’m an affiliate)

6. Follow these services on Twitter: @helpareporter, @reporterconxn, @pitchrate, @profnet, @prleads, radioguestlist

Next month: how to get the maximum value from these services and turn it into publicity (and credibility).

Another Recommended Book: The Secret of Selling Anything, by Harry Browne

Relate to that goal. Ignore any features and benefits that aren’t relevant to those specific needs and wants. Your prospect has already told you how to sell, and if you follow that blueprint, your success rate will climb. And be honest; if you don’t have the right product, don’t force it.

After providing a five-step formula for this process, the rest of the book gets specific. Three examples:
* Address objections with a cool 3-part method that truly respects the prospect
* Turn gatekeepers into allies
* Identify four different rationales for the “I have to think about it” response, and how to respond to each

That this book is important shows even in the publisher: legendary Internet marketing trainer Ken McCarthy, creator of The System Seminar.

Caveats: This book was written a long time ago, and uses the male pronoun exclusively. Also, inflation makes the numbers cited seem very quaint. Finally, there are a couple of minor places where I find his reasoning fallacious.

Get your copy here.

Hear & Meet Shel

  • Tuesday, June 21, 3-4:30 p.m. Eastern/noon-1:30 PT. Featured guest on Profnet Connect Tweetchat To follow the chat, log onto Twitter and follow the hashtag #connectchat. And maybe the coolest thing about this is that the book cover for Guerrilla Marketing Goes Green will be displayed on a huge electronic billboard in New York’s Times Square, promoting the event ahead of time. They’ve promised to send me a picture.
  • Saturday, June 25, I expect to participate in a Clamshell Alliance safe energy strategy session to be held at the Wendell Town Hall in Wendell, MA. In the aftermath of the Fukushima disaster, it’s more important than ever that we STOP all new proposed nukes and begin to shut down the 104 ticking time bombs in the US, and the 300 or so in other parts of the world. I just finished writing a new introduction for a Japanese reprint of my old book on nuclear power, and doing this research showed me that nukes have become, if anything, LESS reliable and LESS safe in the past 32 years since I wrote the original book. If you’re in the Massachusetts/Vermont/New Hampshire area, please consider attending. Potluck party and sing 1-8 p.m., strategy session affinity-group structure, 2:30-5:30 p.m. Info: Sharon (978) 544-8822 or Tom (978) 544-3911.
  • Sunday, July 3: Radio interview on green marketing on Catching the Brass Ring at 6 PM ET on WBNW AM 1120 in Boston and WESO 970 AM in the Worcester area. Podcast should be posted the following day at
  • Thursday, July 7: Interviewed by Judah Freed on The Global Sense show, (podcast will be permanently archived).
  • Sunday, July 10, 11 a.m. to 7 p.m. Exhibiting at the Common Good Festival, Amherst (MA) Common. This should be a wonderful event, featuring performances by two of my favorite folk groups: Emma’s Revolution and Kim & Reggie Harris.  No charge to attend–designed to raise awareness of the Common Good Bank, a people-centered alternative to “normal” banks.
  • Monday, July 11, 10:30 a.m. ET/7:30 a.m. PT. Interview on “Who You Calling Old,”
  • Interview by Mari-Lyn Harris on Blog Talk radio, July 12, 1 pm ET/10 am. I don’t have the link yet, but you can probably find her page on
  • Sunday, July 17, 12:30 p.m. Speaking at SolarFest, Tinmouth, VT: “Green And Profitable: Harnessing the Marketing Advantages of Going Green”

Friends Who Want to Help

Want to create more business on LinkedIn? This series of templates and guides will help you beef up your profile, have a more authoritative presence in discussion forums, and generally make it more likely to actually do business. In fact, while I was reviewing this material, I stopped what I was doing twice–once to change my profile headline, and once to make some changes in the way my Green And Ethical Business group is set up–and I’m not exactly a LinkedIn newbie (in fact, I was member #150225 out of more than 100.000,000).

Every day, I take a few moments to review the things I’m grateful for. I think this actually helps create more things to be grateful for. Kim Serafini’s new book i am gr8ful for you is a collection of fun photos, inspirational thoughts and meditations. A great thing to keep in your bathroom, or perhaps right by your bed to look at at the very beginning and end of the day.

We all know someone who’s been burned by work-at-home scams–yet 137 million people worldwide successfully telecommute. Leslie Truex’s new Jobs Online: How to Find and Get Hired to a Work-At-Home Job helps you learn about jobs that match your skills, interests and hobbies–*and* how to separate the genuine offers from the rip-offs. Plus you’ll find hundreds of companies that take applications continuously.

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