The Clean and Green Club

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 Shel also helps authors/ publishers, small businesses, and organizations to market effectively, and turns unpublished writers into well-published authors.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: https://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, June 2015

8 Jun, 2015 No Comment

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, June 2015

Last Chance: Have Your Viral Marketing Tip Featured In This Newsletter

This is only one part of a series on making a message viral. I’d like to include your stories in the series—with full attribution to you, of course. Your viral message success can be for a product, a company, a service, an organization, or an idea.

Please write to me at shel AT GreenAndProfitable.com with the subject line, Viral Marketing Success Story, and *brief answers* to the following questions:

1. What were you attempting to market?
2. What steps did you take to make it viral?
3. What results did you experience?
4. How you’d like to be identified if I use your story (name, company, URL)

This Month’s Tip: Make It Viral, Part 2

Strategies to Build Virality

Last month, we introduced the idea of viral marketing, and I shared two examples of successful campaigns. Now, let’s increase the likelihood of your message or campaign going viral.

Notice, I said “increase the likelihood.” I didn’t say “go viral.” In this world, there are no guarantees. The fickle and unpredictable universe cannot be forced to go where it doesn’t want to go. It took Google less than one second to bring back 5,500,000 results for “expensive viral marketing failures.” As in traditional media coverage, there are no guarantees.

In fact, the worst thing that can happen is a viral campaign that backfires, makes you look like an idiot, and THEN goes viral. If you think it can’t happen to you, just ask Sony https://www.theguardian.com/technology/gamesblog/2006/dec/11/newsonyviral or Johnson & Johnson https://www.washingtonpost.com/wp-dyn/content/article/2008/11/17/AR2008111703280.html

Even if you don’t think you’d ever use viral marketing, you might very well use crowdfunding (e.g., Kickstarter, IndieGoGo, Barnraiser, GofundMe)—and you’ll need to get viral traffic to your funding page. Or you might need to build community support for a cause.

So…what can you do to build traction in with your hopes and prayers?

Engage the Emotions

If you can…

Make people laugh
Get them angry
Engage their compassion
Harness their “better angels”

Your chances of success are much higher—because people will want to share your message and pass on that humor, anger, compassion, or inspiration. Think about the types of messages that come into your inbox or social media and strike such a deep chord that you want to share them. How can you create the same effect in others?

Influence the Influencers

In my 8th book, Guerrilla Marketing Goes Green, I discuss an amazing viral campaign Two book co-authors identified 50 top bloggers and did an over-the-top but easily replicated campaign. Because several key bloggers took the bait and the story was picked up by other bloggers who read them, the book was featured on 178 blogs. That’s more than three times as many blogs as they contacted.

The key takeaway here is to contact people who influence a lot of other people, whether via a blog, social media, a newsletter, a newspaper column, or even a major network TV program. If you contact even 20 people who have 100,000 followers, and three cover you, you’ve just potentially reached 300,000 people.

Influence the Public

Remember that old-fashioned idea called media exposure? It may feel quaint in the social media age, but it still works. Not only can you amplify awareness of your campaign by orders of magnitude, reaching a vastly larger number of people. You also gain an exponential boost in your credibility if you get respected news sources to cover you. This is why I started using media publicity for the social justice work I was doing, all the way back to the 1970s.

And let me tell you. Lots and lots of people still read newspapers, listen to the radio, and watch TV. And they tell their friends.

Start Conversations, On AND Offline

Even now, not everybody is wired. Of those who are wired, not everyone’s on Twitter or Facebook (let alone the smaller networks). Make sure you reach people who don’t spend much time in front of their devices.

With Save the Mountain, we did old-fashioned door-knocking and tabling, and it was probably our most effective organizing tool. Yes, we did social media (as it existed then). Yes, we newspaper, radio, and TV publicity. But the one-to-one human contact is what built our movement. My daughter even got her entire sixth-grade class to write letters to the local paper, several of which (including hers) were published.

Hear & Meet Shel

I just pretaped an interview with Green Divas radio, which by now (or within a few days) should be available at https://thegreendivas.com/archived-shows/.

And I’d like to call your attention to two recent interviews. I think my full-length segment on The Bucket List Life might just be the best of the hundreds of interviews I’ve done: https://thebucketlistlife.com/p59 .

There’s also this very short interview on The Price of Business: https://youtu.be/6vBCNYGi5Mg

If you’re attending Book Expo America and want to get together, drop me a private note, subject Meet you at BEA? Please tell me a bit about you, your book, and your goals, right in that first email. (You can do it all in one short paragraph, trust me).

Connect with Shel on Social Media

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).”

Friends/Colleagues who Want to Help

No-Charge Consultation with My Life Coach, Oshana Himot

Working with Oshana, I’ve been able to achieve remarkable clarity about my true purpose in life, and how to inject that purpose into the very core of my business. My new focus on turning hunger and poverty into sufficiency, war into peace, and catastrophic climate change into planetary balance is a direct result of our work together.

Note: this is NOT an affiliate arrangement. I do not benefit financially by recommending her.

She writes:
“My work as a life coach assists you to achieve your goals and to contribute your skills in helping to create a better society. Together, we focus on your strengths and abilities and the areas of your life most essential to you. Working on your life and work goals at the same time can enable you to achieve them more easily. To set up a time for a complimentary consultation, call 480-353-7312 or email oshanaben@yahoo.com “

Another Recommended Book—The Starbucks Experience

The Starbucks Experience: 5 Principles for Turning Ordinary into Extraordinary, by Joseph A. Michelli, Ph.D.

When the original Starbucks opened, with no seats, it sold only ground coffee; you couldn’t get a cup to drink. And just as it took milkshake mixer salesman Ray Krok to recognize the possibilities in the McDonald’s concept, so it took Howard Schultz, who noticed that Starbucks bought a lot of the high-end coffee grinders he sold, to bring the company, kicking and screaming, well past grinding and bagging coffee.

Eventually, tired of swimming upstream from owners who only wanted to be in the bagged coffee market, and only in and around Seattle, Schultz organized the investors who bought it.

Hearing Dr. Joseph Michelli tell this story at a talk some years back, I acquired his book. But it took the recent brouhaha over the “Race Together” initiative a few months ago before I took the book off my shelf and started reading it. As one of only a few people to defend Starbucks’ attempt to start a national conversation on race (see my blog post, “Starbucks’ “Race Together”: Am I the Only One Who Thinks It’s a GOOD Idea?,” https://greenandprofitable.com/starbucks-race-together-am-i-the-only-one-who-thinks-its-a-good-idea/ ), I wanted to know more about what makes this wildly successful company tick.

And I confess, I came in somewhat skeptical. I grew up in New York City, one of the few places in the US where you could get a good cup of coffee in the pre-Starbucks era (at least in Little Italy and Greenwich Village), and currently live in an area with a very strong independent coffeehouse culture. I find Starbucks’ straight-up coffees more bitter than I like, and their coffee-based drinks and pastries way too sweet. While the baristas are pleasant enough, I’ve never experienced service at Starbucks that felt extraordinary, and I’m aware of several coffee companies that source 100% of their beans through fair trade. But it’s also a company that I respect, both because it does talk consistently about social responsibility both in its markets and its supplier countries, encourages volunteer and philanthropic projects—and because it seems to succeed without selling out the things that matter.

Michelli identifies five strategies that contribute to Starbucks’ success:

Make it your own
Everything matters
Surprise and delight
Embrace resistance
Leave your mark

How do those work out in practice? In an overall experience that keeps customers coming back. Employees have wide discretion to provide exemplary service, going far beyond simply replacing a drink that has some problem. He tells dozens of examples, even including a barista who sat with her long-time customer, sharing a cup of coffee and a muffin the way the customer had done for years with her recently deceased husband (pp. 77-78), another who opened an hour early in order to serve a regular spotted outside at 5 a.m. (p. 84), and another who gave away a free replacement French press machine worth when she couldn’t locate parts to fix the customers worn out one (p. 105). Maybe the most amazing story is of the store manager and two baristas (one just getting off shift) who saw a passer-by fall on the sidewalk outside the store, called a cab, took the man to the hospital, stayed with him at the clinic, and even lent him money for treatment, as the traveler had left his wallet in his hotel (p. 85).

And they remember their regulars’ preferences, even though Starbucks offers an astonishing 17,632 different varieties of coffee drink.

Schultz’s dream was to create a “third place,” more formal than home and more comfortable than work.

Starbucks provides extensive training—and listens to its employees. Frappucino, accounting for half the chain’s profits, was invented by Dina Campion, a line employee in the Santa Monica store.

Perhaps the most interesting of Michelli’s five principles (each of which gets a chapter) is “embrace resistance.” Hearing and acting on criticism extends well past thanking and de-escalating not just irate customers (nothing unusual among companies that “get it”). A writer who’d published a column critical of Starbucks’ service on a banking website was pleasantly shocked to get a voicemail from Gregg Johnson, Senior Vice President of Emerging Business. Expecting a confrontation, he timidly returned the call, only to be greeted with a warm, sincere apology that resulted in a follow-up column and invitations to speak. Johnson was asked why he took the time:

…You obviously respond to get customer recover. But the main reason…is an opportunity to learn more about what we can do how we can be better, how we can approach things differently, how we can help our operators be better operators, how we can help our baristas be better baristas and customer service advocates, and how we, as leaders, can guide them…to provide that great experience. (p. 113)

An even more interesting part of the resistance principle is in how Starbucks can bring cultural sensitivity as it enters a new market. In one New Mexico community, the district manager and a colleague went door-to-door, introducing themselves to every café owner and talking about how to make it work for everyone (p. 129). In China, the company committed significant resources to education charities, knowing that education is highly valued in that country (p. 122). And sometimes, the company decides that the best course of action is NOT to open if its community ties aren’t yet strong enough (p. 133).

The Clean and Green Club, May 2015

13 May, 2015 No Comment

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, May 2015

Special Invitation: Have Your Viral Marketing Tip Featured In This Newsletter

This is only one part of a series on making a message viral. I’d like to include your stories in the series—with full attribution to you, of course. Your viral message success can be for a product, a company, a service, an organization, or an idea.

Please write to me at shel AT GreenAndProfitable.com with the subject line, Viral Marketing Success Story, and *brief answers* to the following questions:

1. What were you attempting to market?
2. What steps did you take to make it viral?
3. What results did you experience?
4. How you’d like to be identified if I use your story (name, company, URL)

This Month’s Tip: Make It Viral, Part 1

Competing for attention in today’s overstimulated, infinitely segmented world is a huge challenge.

In the old days, if you wanted to become known in a market, you could target a handful of local TV and radio stations and print media. And within a few months, nearly everyone in that market would know who you were and what you offered. Even if you were paying for advertising, you could afford to be known.

But these days, every community offers literally thousands of channels. And those channels are no longer bound by geography. Someone in Singapore can easily watch KQED TV originating in San Francisco. A reader in Queens, New York might enjoy Al Jazeera TV in Qatar. Here in Massachusetts, I sometimes listen to an oldies radio station in Monaco I found on iTunes. So the number of possible ways to get news, information, and entertainment is now infinite—and that means any one channel only reaches a tiny fraction of the market nowadays.

That’s the bad news for marketers. But this triangle also has two good sides. Side 1: if you can motivate people in your own network to spread the message, it’s much easier to reach new audiences, and to do so cheaply (often at no cost).

And side 2: It’s so much easier now to find communities of common interest. If someone has an “oddball” interest, he or she no longer has to move to some giant city to find people with the same leaning; a few clicks of the mouse puts that person in touch with hundreds or thousands of others who share that pursuit, all over the world. And that means you can partner with some of the leading lights in that space, no matter where you—and they—are located.

My own experience taking things viral has been somewhat limited; I’ve had more failures than successes and certainly don’t claim to have the magic formula. But I have had successes. Here are my two favorites:

• The launch of my eighth book, Guerrilla Marketing Goes Green, reached an estimated 5,000,000 people—based on an average of just five people each viewing 1,000,000 of the 1,070,000 pages Google found three weeks after the launch in an exact-match search for the book title (figuring that 70,000 were probably junk pages that nobody saw). Thus, the real number of people touched by this campaign might be quite a bit higher. Achieved through partnership outreach with incentives to launch partners, social media, and mainstream media coverage, this success was featured in a Marketing Sherpa case study: https://www.marketingsherpa.com/article.php?ident=31895#

• Save the Mountain, the hyperlocal citizen movement I started in my own town (population 5250) and county (population 158,080) that gained thousands of petition signatures, distributed hundreds of lawn signs and bumper stickers, and could routinely bring out 400+ to public hearings. Although the “experts” said there was nothing we could do to stop the massive development project proposed for a mountain abutting a beloved state park, we were able to halt the project—in just 13 months. (I expected to win, but thought it would take five years.) For this one, we had more than 70 mainstream media appearances, but our real secret was direct public outreach: door knocking, tabling, direct mail, use of early-technology Internet communities (as they existed in 1999-2000), phone trees, letters to the editor, networking with existing environmental groups, outreach to town boards and officials, etc.

Hear & Meet Shel

I just pretaped an interview with Green Divas radio, which by now (or within a few days) should be available at https://thegreendivas.com/archived-shows/.

And I’d like to call your attention to two recent interviews. I think my full-length segment on The Bucket List Life might just be the best of the hundreds of interviews I’ve done: https://thebucketlistlife.com/p59 .

There’s also this very short interview on The Price of Business: https://youtu.be/6vBCNYGi5Mg

If you’re attending Book Expo America and want to get together, drop me a private note, subject Meet you at BEA? Please tell me a bit about you, your book, and your goals, right in that first email. (You can do it all in one short paragraph, trust me).

Connect with Shel on Social Media

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—Explosion Green

Explosion Green: One Man’s Journey to Green the World’s Largest Industry, by David Gottfried

Still think one person can’t make a difference? This powerful memoir from the founder of the US and World Green Building Councils will surely change your mind.

Back to the mid-1980s, Gottfried has been influencing the entire construction industry to green its practices. Without him, we would not have the amazing network of Green Building Councils around the world, which have certified hundreds of thousands of committed architects, builders, and product manufacturers as green. We also wouldn’t have the set of LEED standards now used to certify green buildings in 140 countries. The standards his organization developed are now required by numerous local government agencies, and the planet is noticeably greener because of this organization.

In a siloed universe of specialists, each with their own professional organization, Gottfried and his colleagues created the first green building organization that was open to every sector, discipline, and size. It welcomed Fortune 100 companies, and also solo practitioners with small consultancies. It was open to profit-making businesses and nonprofit membership organizations. This strategy allowed agents of change to dialog with executives at companies often attacked by environmentalists, and get them to see the wisdom of a green approach.

GBCs have directly enabled hundreds of thousands of buildings to be built or renovated in more environmentally friendly ways:

As of October 2013, there were 56,000 LEED Commercial and Neighborhood Development projects (totaling just over eleven billion square feet) and another 119,615 residential units using LEED. USGBC [just one of the GBCs worldwide] also had about 190,000 LEED Accredited and Green Associate professionals.

There are now Green Building Councils in approximately one hundred countries with about two dozen green building rating systems. Some 63 percent of global new construction starts are planning green projects for 2105. [p. 230]

And that, in turn, has helped to bring down the prices, so that green advocates can now make a very successful case for going green on economic grounds. Gottfried notes that the price of doing a green commercial building dropped 38 percent from 1995-2003 (p. 131)—and that workers in green buildings tended to be 6 to 16 percent more productive (p. 132). Oh yes, and when these buildings change hands, they fetch about 11 percent higher prices than comparable nongreen buildings (pp. 245-246).

Much of the early LEED construction took place in California, and Gottfried posits that this may be why California was able to hold energy use more-or-less constant for the last 40 years, even as the US as a whole chewed up 50 percent more energy. This is especially remarkable, considering how many power-slurping massive computer installations have been installed to power California companies such as Google, Facebook, Apple, and Hewlett-Packard.

In Chapter 20, Gottfried lays out USGBC’s 9-step success formula:

1. Dream big
2. Create an inclusive, noncompetitive model
3. Exercise leadership
4. Recruit volunteers
5. Demonstrate business savvy
6. Achieve LEED
7. Have a strong sense of purpose
8. Collect data and using it to create change
9. Pay attention to the lessons (from both the successes and the challenges)

Near the end of the book, Gottfried build on Amory Lovins’ concept of negawatts and negabarrels (the energy we save through deep conservation) to discuss “negafootprint,” extending to carbon, energy, water—which he sees as crucial in the coming years, as I do—and waste (p. 270).

And on page 276, he calls for businesses to take advantage of the massive “global business opportunity” in green building—advice that the entire construction industry would do well to heed.

The Clean and Green Club, April 2015

9 Apr, 2015 No Comment

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 2015

Lots of Book News and Your Chance to Save
I’ve just taken the rights back for two of my award-winning books, Guerrilla Marketing Goes Green and Grassroots Marketing: Getting Noticed in a Noisy World. In celebration, I’m putting them on sale this month. For the rest of April, you can get either or both of them for just $15 each, plus shipping. Because I’ve taken the rights back, you will not find these sold as new on Amazon or other regular channels. But I have a good inventory of them. And if you want to buy five or more, I’ll cut you an even better deal.

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.
Learn more: guerrillamarketinggoesgreen.com/
Order: https://shelhorowitz.com/shels-green-products-and-services/
Use the coupon code: GMGG15

Grassroots Marketing: Getting Noticed in a Noisy World was published by Chelsea Green, at $22.95. 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: guerrillamarketinggoesgreen.com/
Order: https://shelhorowitz.com/shels-green-products-and-services/
Use the coupon code: GM15

And Something Brand New: Green And Profitable is Now a Book
Green And Profitable, my 9th published book, is a compilation of the four years of my Green And Profitable monthly column, which was syndicated in the US, Australia, and Malaysia. It’s designed as an ebook, and I not only put together the whole anthology but also divided into four sections, each of which is available individually as a smaller, less expensive book:

• Book 1: Profitable Green Business Practices
• Book 2: Marketing Strategy/Messages for Green Businesses
• Book 3: Policy and Ethics Issues for Green Businesses
• Book 4: The New Realities of 21st Century Business
• Books 1-4: Compilation (your best value)

It’s available in as an e-book from Nook, iTunes, and Amazon/Kindle. If you want a paper copy, you can order one from CreateSpace.com. The electronic versions are just $2.99 for the sectional books and $9.99 for the whole thing ($5.99 and $12.99 for the paperbacks). And remember that if you’re buying the compilation, you don’t need the smaller books. This is the first time I’m playing in the sandbox of commercial ebook channels.

Order from Nook (Barnes & Noble): https://shelhorowitz.com/go/Gprof-Nook/
Order from Apple iTunes: https://shelhorowitz.com/go/GProf-iTunes/
Order from Amazon/CreateSpace: https://shelhorowitz.com/go/GProf-Amazon/

This Month’s Tip: Co-Solve It! Part 2: When One Solution Addresses Several Problems

How can we emulate nature in co-solving several problems at once? As promised last month, this time, we’ll look at actual examples of business offerings that confront more than one problem.

Many companies and organizations have come up with wonderful ideas, such as:

1. d.light, which markets solar-powered LED lanterns to replace kerosene lanterns in developing countries in Africa and Asia. The lanterns:
a. Eliminate fire risk (benefit: safety)
b. Eliminate toxic fumes (benefit: health)
c. Save money by eliminating the need to keep buying kerosene (benefit: economic)
d. Provide better quality of light (benefits: eye health, comfort, ease of accomplishing tasks
e. Allow children to work longer and more efficiently on school projects (benefits: education, long-term earning power through better grades)
f. Allow adults to do after-hours cottage industry (benefit: economic)

2. Urban Food Projects
a. Turn abandoned or empty spaces such as rooftops, vacant lots, traffic islands, median strips into attractive, living spaces (benefits: quality of life, and eventually attracting economic development)
b. Bring fresh, local food into poor communities (benefits: health, quality of life)
c. Create pollution-absorbing buffer zones, reducing asthma, emphysema, etc. (benefits: environment, health health)
d. Train local urban youth in food production, providing marketable skills, positive experience with collaborative problem solving, and a respect for the land (benefits: economic: job skills training, job creation; quality of life: reduction in vandalism, sense of purpose and of ability to change unhealthy/undesirable situations)
e. Decrease CO2 and other greenhouse gas emissions (benefit: environment)

3. Kenguru, maker of a personal transportation vehicle for wheelchair users:
a. Replace heavy, bulky, complex wheelchair vans with light, compact personal vehicles (benefits: environmental: fewer raw materials; economic: longer road durability; maintenance: eliminating hydraulic lifts)
b. Replace gasoline or diesel power with electric (benefits: environmental: reduced pollution, reduced carbon footprint, potentially renewable energy sources; quality of life: reduced noise; health: potentially reduced exposure to contagious diseases from other riders)
c. Provide any-time, anywhere personal mobility (benefits: increased personal freedom, better time management by eliminating the need to wait for a paratransit driver and by shortening the time needed to load a wheelchair user in and out)

4. Israeli/Palestinian cooperative projects, e.g., Neve Shalom/Wahat al-Salam
a. Expose both cultures to the humanness of their “enemy” and debunk myths/stereotypes (benefit: peace)
b. Share best practices in desert agriculture and architecture (benefit: environment)
c. Increase fluency in the other’s language (benefit: economic: more employable
d. Form a constituency for long-term solution (benefit: peace)
e. Spread the benefits and knowledge through public outreach—speaking, performing, media, etc. (benefit: peace)

5. 3-D printing offers numerous benefits in both speed and cost:
a. Quickly replace a failed machine part without waiting weeks for a new one to be ordered (benefit: economic: work can resume much more rapidly)
b. Service a wide range of equipment without needing an enormous parts inventory (benefits: economic and environmental: money not tied up in inventory, real estate not needed to store the inventory)
c. Develop and test new prototypes at a fraction of the former time and cost (benefit: product development)
d. Customize devices to the user’s needs, affordably (benefit: customer loyalty)
e. Create one-off, individualized solutions to medical problems—or distribute more widely applicable technology quickly and cheaply (benefits: health, economic, more efficient hospital/clinic utilization)
f. Make generic products available in communities that could not afford them in the past (benefits: economic and environmental)

Hear & Meet Shel
Celebrate Earth Day!
Shel will be a guest on Green Divas Radio, talking about being green and profitable AND how business can solve hunger, poverty, war, and climate catastrophe. TheGreenDivas.com, Tuesday, April 21, 3 pm ET/noon PT.

Then, the next day, which actually IS Earth Day, Shel will be talking about different income streams for writers with Janice Campbell of NAIWE. PLEASE NOTE SCHEDULE CHANGE. https://news.naiwe.com/2015/03/10/shel-horowitz-multiple-streams-of-income-for-writers/

“Multiple Streams of Income for Writers.” Janice Campbell of NAIWE interviews Shel.

This is a new program. Here’s the description:

With eight nonfiction books under his belt, including the long-running bestseller Guerrilla Marketing Goes Green and award-winners Grassroots Marketing for Authors and Publishers and Grassroots Marketing: Getting Noticed in a Noisy World, you’d think Shel Horowitz might be one of those people who makes a living selling books.

But actually, book sales are only small pieces of a diversified income, all of it involving the same analytical and communication skills he uses to write his books.

This call will explore several income streams writers can pursue, such as:

• Speaking
• Consulting on the publishing process
• Consulting on your field of expertise (in Shel’s case, profitability and marketing for green/socially conscious businesses as well as authors and publishers—and with companies that want to turn hunger, poverty, war, and catastrophic climate change into sufficiency, peace, and planetary balance)
• Commercial writing for business: marketing and informational copywriting, correspondence, company histories, executive biographies, speeches, social media feeds, etc.
• Commercial writing for individuals (from resumes to thank-you notes to social media profiles)
• Foreign and subsidiary rights sales
• Product sales other than books
• Ads on your website
• Teaching and training
• Event organizing and facilitation
• Article, blog, and newsletter writing
• Radio and TV work as on-air personality, pundit, analyst, etc.

So here’s the good news: you can be a writer and make a living, even if the obvious ways aren’t working for you. Shel started his writing and consulting business back in 1981 as a typing service, “to hold me over until my freelance magazine and newspaper career took off.” The business kept evolving and is now an international copywriting, consulting, and speaking enterprise with clients on five continents. (He hasn’t typed a term paper in 25 years, and hasn’t had an outside employer since 1981.)

Shel will be Katie Curtin’s guest on the Creativity Cafe, Wednesday, May 13, 8 pm ET/5 pm PT. I don’t have the listen link yet, but you can probably find it at www.creativitycafeonline.com–or check my Twitter feed (@ShelHorowitz) that day. Oh, and if you follow me, please send me an @ message telling me you’re a subscriber. I’ll be sure to visit your profile.

Connect with Shel on Social Media

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).”

Friends who Want to Help

As Promised Last Month—The Shift Network’s Earth Day Summit

On April 22, more than 30 indigenous wisdom-keepers, green pioneers, innovators, activists, scientists, artists and visionaries are coming together to share what we ALL can do to awaken humanity for a healthy, sustainable and thriving planet.

Join Arkan Lushwala, Chief Phil Lane, Jr., Drew Dellinger, Andrew Harvey, Esperide Ananas and others for this free online event – and learn what you can do to foster a sacred connection with the Earth.

You’ll discover:
• How the Earth is alive and how that impacts who we are and our sense of purpose
• How we can look to the natural world for guidance in these challenging times
• The wisdom that indigenous elders have for us at this critical time
• What humanity is evolving into as a planetary species
• How the natural world reveals the secrets to successful and sustainable economic models
• What gives us cause for hope, given the daunting chaos of our time

April 22 – https://shiftnetwork.isrefer.com/go/eds15GP/sah/

Another Recommended Book—Getting A Grip

Getting A Grip, by Frances Moore Lappé

This remarkable little book was autographed to me back in 2007 and sat on my shelf unnoticed until early 2015. Wow!

Part of me wishes I’d read it earlier—but part of me understands that I am much more ready to ACT on its message now than I was seven years ago—it fits in perfectly with the work I’m doing around showing the business community how to profit by developing products and services to address hunger, poverty, war, and catastrophic climate change.

For decades, Lappé has worked on both food democracy and grassroots citizen democracy, which she calls “Living Democracy”—something much larger and deeper than the “Thin Democracy” embodied in our electoral process. This book continues the tradition, and really looks at the powerful, empowered, vibrant, fun-to-live-in world we can create.

Yet the book starts very pessimistically, with a Spiral of Powerlessness infographic on the inside front cover. Knowing a bit about Lappé’s thought processes (I’ve been following her since I came across Diet for a Small Planet in the 1970s and have heard her speak at least twice), I immediately flipped to the inside back cover, relieved to find the counterbalancing Spiral of Empowerment infographic I’d expected.

The content of the book, overall, is a lot more empowering than the inside front cover. Democracy, she says, is not something we have, but something we create. Lappé’s focus is actually on creating a world that we can be proud to live in—a world where all of us have found our power and have used it to make important changes; action actually inspires hope. Often, these changes look small at first, but they ripple out society-wide, and the cumulative impact of these often-voluntary steps is vast—even when we can’t see it right away. Not only that, but when we get corporations to make concessions around quality of life and the environment, often their profits go up too. Win-wins are nice, aren’t they?

A lot of this is about decentralizing power. Lappé points out that the decentralized Aztecs were far better able to withstand the invasion of European soldiers (and held them at bay for 200 years), while the hierarchical Maya and Inca societies quickly crumbled before the Spaniards. Similarly, she sees top-down approaches to today’s assorted crises as far less likely to succeed than building democratic movements.

In her view, power and fear have been far too intermingled. Either we’re afraid of people who have power, or we fear taking our own power. Fear too often paralyzes us—but it can just as easily be converted to energize us. And she points out the difference between power over others and power we get working in community to improve our world. Our choice, she says, is not whether to change the world, but how we’ll change it. A movement always starts with just a few people, or even one person, and spreads outward, even if we fail to believe in our own power.

Lappé sets an ambitious agenda where we might engage our democracy, harness our power, and improve the world. A few of her goals:
• Seeing food as a human right (she notes that there is enough to go around)
• Ending the $700 billion in worldwide fossil fuel subsidies
• Ensuring that manufacturers take back their products at the end of their useful life (this concept is often called “cradle-to-cradle”)

And she sees hope all over the place: in the rise of the co-op, fair-trade, and buy-local movements…in resistance to economics that put corporate profits ahead of people’s needs…in a Clean Elections law in Maine that then enabled passage of a cradle-to-cradle law…in the 63 million Americas who now factor social and environmental criteria into their purchasing decisions…in organizers’ ability to take a large scary issue and find an entry point to ignite passions and change minds.

It’s one of the best books on citizen empowerment and deep democracy that I’ve come across (and I’ve read quite a few). Put it on your must list.

The Clean and Green Club, March 2015

12 Mar, 2015 No Comment

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Shel Horowitz’s Clean and Green Marketing Tip, March 2015

Your Chance to Gain Great Green Business and Social Change Skills—In a Beautiful Setting, at a Very Affordable Price

Come to Massachusetts in the beautiful spring and immerse yourself in the world of marketing for green and social change businesses. May 22-24, I’m hosting a three-day Green Marketing and Social Change Retreat at my home in the beautiful 18th/19th century ecovillage of Hockanum, in Hadley, MA (I think it’s the oldest solar home in the US). You can get small-group training (12 people, maximum) and learn to:

Identify three distinct audiences for your green/social change products and services, and develop talking points to reach each of them
Harness your core expertise to transform social problems into profitable solutions; make money as you turn hunger and poverty into sufficiency, war and violence into peace, and catastrophic climate change into planetary balance
Sharpen your marketing chops by working together on marketing ideas for a real-world product
Determine media angles for your organization, create a press release, and begin your marketing plan—and benefit from Shel’s post-event feedback when you complete it
Receive media training, captured on video so you can watch and study as often as you need to
Reach out to and partner with the best possible ambassadors: people and organizations who already reach your best prospects
Learn how to fit your own advances in sustainability into our collective power to shape a better world

Early-bird pricing during March is just $795 (a $200 savings), and if you use the coupon code, ShelSubscriber, you can take an extra $50 off. That even includes four home-cooked gourmet vegetarian meals. Visit https://makinggreensexy.com/come-learn-with-shel-3-day-green-marketing-intensive-in-beatuiful.html to learn more (including all the fun activities on the agenda)—and https://shelhorowitz.com/shels-green-products-and-services/#intensive to register. There’s also a three-payment option, and you can even bring a friend for an extra $100 off the combined registrations. Be sure apply the coupon code and set the shipping to “Downloads Only—No Shipping” before you advance to the checkout screen.

Shel and his wife, Dina Friedman, outside the site of the Shel’s May 22-24, 2015 Green Marketing and Social Change Retreat

This Month’s Tip: Co-Solve It! Part 1: When One Solution Addresses Several Problems

Imagine that you’ve developed a product or service that helps to fix poverty or war at the same time it makes a difference on climate change. Imagine that this product is cheap enough to reach the poorest of the poor, yet profitable enough to build a business.

In nature, and in our bodies, many things have more than one purpose, and nothing is wasted. As an example, think about trees. Trees provide a number of “ecoservices”:

Food for people and other animals (fruits, acorns, nuts, leaves, maple or birch syrup)
Oxygen for us to breathe
Shade to make us more comfortable in summer
Light modulation, allowing more light to reach the forest floor at the times of year when it’s most needed
Habitat for a large assortment of birds, bugs, fungi, and mammals
Construction material (wood)
Heat energy (when burned)
Paper
Soil rehabilitation (as leaves drop in the fall or rotten branches fall off and are composted)
Rainwater and groundwater management

That’s ten different functions, and probably there are others. Seven of these happen with no need for human intervention, and with no need to remove the tree.

We can frame co-solving at least two ways:

Bringing DIFFERENT PERSPECTIVES TO DEAL WITH A SINGLE ISSUE (discussed below)
Addressing MULTIPLE ISSUES WITH ONE SOLUTION, as the trees do (in Part 2, next month, we’ll share some actual business examples)

In both, we use fewer resources to get more done, more effectively—and we share those resources so they don’t have to be expensively duplicated.

The corporate world talks about “getting people out of their silos” so Marketing, Sales, and Engineering can all brainstorm together. Academics gather in “interdisciplinary teams” to study phenomena that might include astrophysics, biology, and sociology. Nonprofits and government agencies understand “partnerships” such as public-private collaborations and cause-related marketing. Online marketing masters organize “joint ventures (JVs)” for massively successful product launches. Community organizers “build coalitions” with other groups, coming together on the issues where they agree, and separating when they diverge. Just as co-solving itself brings people from different spheres together to solve one set of problems or address one set of issues, these different but overlapping perspectives all teach us something. We can create win-win syntheses of the best of all this thinking, and use that power and synergy to address—and solve—even the most intractable problems.

Next month, we’ll look at the second category—with actual examples of business offerings that confront more than one problem.

Hear & Meet Shel

April 15, 3 p.m. ET/noon PT: “Multiple Streams of Income for Writers.” Janice Campbell of NAIWE interviews Shel.

This is a new program. Here’s the description:

With eight nonfiction books under his belt, including the long-running bestseller Guerrilla Marketing Goes Green and award-winners Grassroots Marketing for Authors and Publishers and Grassroots Marketing: Getting Noticed in a Noisy World, you’d think Shel Horowitz might be one of those people who makes a living selling books.

But actually, book sales are only small pieces of a diversified income, all of it involving the same analytical and communication skills he uses to write his books.
This call will explore several income streams writers can pursue, such as:

Speaking
Consulting on the publishing process
Consulting on your field of expertise (in Shel’s case, profitability and marketing for green/socially conscious businesses as well as authors and publishers—and with companies that want to turn hunger, poverty, war, and catastrophic climate change into sufficiency, peace, and planetary balance)
Commercial writing for business: marketing and informational copywriting, correspondence, company histories, executive biographies, speeches, social media feeds, etc.
Commercial writing for individuals (from resumes to thank-you notes to social media profiles)
Foreign and subsidiary rights sales
Product sales other than books
Ads on your website
Teaching and training
Event organizing and facilitation
Article, blog, and newsletter writing
Radio and TV work as on-air personality, pundit, analyst, etc.

So here’s the good news: you can be a writer and make a living, even if the obvious ways aren’t working for you. Shel started his writing and consulting business back in 1981 as a typing service, “to hold me over until my freelance magazine and newspaper career took off.” The business kept evolving and is now an international copywriting, consulting, and speaking enterprise with clients on five continents. (He hasn’t typed a term paper in 25 years, and hasn’t had an outside employer since 1981.)

May 22-24: 3-Day Green/Social Change Business Intensive in Hadley, MA: Learn lots of cool stuff about marketing, product development, and profitability for green, socially conscious enterprises and have a lot of fun in a beautiful place. See description and link at the beginning of this newsletter. Again, the registration link is https://shelhorowitz.com/shels-green-products-and-services/#intensive (Note: expect prices to be substantially higher for future Intensives).

Some of the neighbors’ cows at the site of the May 22-24, 2015 Green Marketing and Social Change Retreat led by Shel Horowitz

Connect with Shel on Social Media

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).”

Friends who Want to Help
Save the Date: Earth Day, April 22, and a Great Program from Shift Network

The Spring of Sustainability’s Earth Day event on April 22: Earth Day Summit & Initiation: Radical Times Call for Radical Transformation.

During this important 1-day virtual event, experts will share the most cutting-edge information about what is REALLY happening in the world of sustainability and what we can do to become part of the change we want to see. Next month’s newsletter will have the no-cost registration link.

Another Recommended Book—Deepening Community

Deepening Community, by Paul Born (Berrett-Koehler, 2014)

I don’t know if the author would call this a business book, but I’d call it one. To me, understanding community is key to understanding things like:

• buyer behavior—individually and in groups
• transmission of ideas (and products) through the culture
• changing behavior patterns

As an example of the business utility of communities, it was a local librarian who first showed me a Google search, in 1998 (the same year Google was incorporated). Google’s status as our go-to search engine came about because it spread through communities, just as the librarian showed it to me. Better results, delivered faster, and through a much cleaner interface—what’s not to like? So people who had discovered this amazing creature shared it with their friends, neighbors, colleagues, and other networks—with their communities; within a year or two, it pretty much owned the search market.

But let’s put this in perspective; the business use of community is a small fraction of the whole. While many companies have attempted to build communities among their product users, and a fair number have succeeded wildly, from Apple to Harley-Davidson, true community is not about creating shared shopping experiences. It’s about people helping their neighbors, breaking down barriers, caring.

I was particularly moved by Born’s story of first living in a neighborhood where nobody interacted, then discovering what it was like to live in a neighborhood that had created a vibrant and genuine community, to moving back to another hollow neighborhood and taking the initiative to build that sense of community. It turned out to be a lot easier than you might think, and the results were awesome. So another lesson to take away here is that each of us has the power to build community where we live, where we work, and where we interact with others. We don’t have to wait for someone else to do it.

But why make the effort? Because “collective altruism” has positive benefits for those who participate. People feel motivated and rewarded in doing good things for others, and it’s an extra bonus that they experience direct benefits too. Thus, we see communities built around bringing food to an ill neighbor or rebuilding a fire-damaged building.

In other words, you might say, altruism is in our self-interest.

Born identifies three different types of community: shallow, fear-based, and deep (not so different from the three kinds of buyers for green products and services that I discuss in my “Making Green Sexy” talks). Of course, his focus is on achieving deep community. He recognizes that communities may be geographic, but also may be focused on common interests. Some of the others are less-than-healthy, such as fear-based communities organized around keeping out those seen as different. He responds with good suggestions about how to transcend evil by working to do good together. And he points out that this actually goes back at least as far as Charles Darwin, who in his later years modified his ideas about survival of the fittest to determine that cooperative communities of organisms (animal, plant, even bacterial) are “fit” and appropriate in his worldview. Born even uses the phrase, “survival of the kindest.”

Within the framework of deep community, Born highlights five different purposes of successful communities (with a chapter on each)—as:

Identity
Place
Spiritual
Intentional
Natural living system

He reminds us that each of us have a role to play, as communities develop. He recommends starting any meeting by letting people answer this question: “Why is it important that I am here today?” And one of the things I love is his axiom that community is not about engaging with people who are like us, but with those who are engaged by the same things that engage us.

But even as he cites a successful example of a teen who created deep community via Facebook, he regards nongeographic communities (and particularly online communities) with a certain wary skepticism. And that’s one of the places where I disagree with him. Over and over again, I’ve seen deep communities from online, and I’ve also seen the ability of an online community to provide very firm support to offline communities. Two examples of the latter: the two online discussion groups that gave strength to a community organizing campaign I founded, and the Facebook group serving members of my high school class year—which not only helped us organize our 40th reunion but keeps us actively in touch between events, providing some lubrication to the very rusty in-person relationships.

Ultimately, he says, community is about permanently creating joy—which he defines as “the deep satisfaction that we are living a life of purpose and meaning with and for others…showing and receiving compulsion and kindness.”

The Clean and Green Club, February 2015

13 Feb, 2015 No Comment

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Shel Horowitz’s Clean and Green Marketing Tip, February 2015

This Month’s Tip: These Kinds of Questions Can Shape Your Business and Your Life

I got asked two questions in discussion groups, recently. The first was “What makes you a stand out in what YOU do?” This was my response:

As a profitability/marketing consultant and copywriter, I think I do offer something unique: my combination of ability to:

see both the forest and the trees;
bring in perspectives across many industries and situations that may have been overlooked;
see opportunities/possible partnerships for others, and open up new markets as a result;
understand the implications for the individual, the organization, and the wider organism (the planet);
look at the intersections of business success, greening the planet, and improving the world;
deliver a very clear message, both as a writer and speaker (and particularly my emphasis on effective but non-hypey copywriting);
be friendly and helpful, even with those I disagree with;
anchor my actions in a detailed vision of a world free of hunger, poverty, war, and catastrophic climate change, because of the actions of profit-motivated business people.

And the second was to sum up my life in 25 words:

Passionate about business fixing hunger/poverty/war/climate change, blessed with wonderful family/living situation, optimist, lover of life/travel/arts/food, skilled writer/speaker.

I took the time to answer these questions because I believe, strongly, that self-examination is a critical part of moving forward. And because as a writer who is sometimes long-winded, I like the challenge of being pithy. I could write a 200-page memoir, easily. Distilling that down to 25 words is not an easy thing. But it helped me focus on what’s important tome, right now, as we begin to roll through 2015.

Now let me put the challenge to you. If you’re reading this via email, click the link at the top to read on the Web. If you’re already on the Web version, just scroll down. Underneath, you’ll see a comment box. Please post your answers to one or both of these questions, or something else that you feel sums up your personal or business challenges for the remaining 10 months of 2015.

Special Offer Only for World Changers/Better World Dreamers

—> If you have a project that materially advances a cause such as sufficiency for those at the bottom, peace (global, national, or even neighborhood), or planetary healing, and you could benefit from expert guidance in marketing, profitability, or product development, I will do two things for you:

Instead of my usual 15-minute no-charge exploratory consultation, I will expand that to a full 30 minutes. In half an hour, you’ll normally receive quite a few concrete, implementable ideas from me.
I will also knock $50 off my normal $195 per hour consulting rate for the first hour beyond the freebie session, so the first hour is only $145—OR take $50 off the price of any fixed-fee copywriting such as a story-behind-the-story get-attention press release or book cover text—OR take a full $1000 off the price of in-person speaking or on-site training (all prices in US dollars).

Why? As a reader of my monthly Clean and Green Club newsletter, or as a member of the Business For a Better World website, you already know that I’m on a mission to show the business world how to make a profit while turning hunger and poverty into sufficiency, war into peace, and catastrophic climate change into planetary balance.

I’ve been laying the groundwork to build my career around this. And I feel that at age 57 when I started (58 now), I finally know what I want to do when I grow up.

However, my client portfolio hasn’t moved as quickly into this new direction. I’ve certainly had a lot of really cool green businesses in my portfolio, but not enough that are really about turning those planetary wrongs into rights as their core DNA. Rectifying that seems like a logical next step on this exciting journey.

So…if you have a business that’s wired to do this, or you’ve written a book or created any infoproduct that moves the world in a much more positive direction, you qualify to take advantage of this offer. Just send me a quick note (shel AT greenandprofitable.com) with a few lines about what you’re doing and what kind of help you seek. Please use the subject line, “Subscriber: 30 Minute Consultation?” If you qualify, I’ll send you a few questions and we’ll set a time for your half-hour consult. If your project isn’t within the parameters, I’ll still give you 15 minutes on the phone, no charge (if you haven’t had one before).

Connect with Shel on Social Media

HarperCollins Atlas Omits Israel—So Idiotic, I Thought It Was a Joke

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—Thriving Beyond Sustainability

Thriving Beyond Sustainability: Pathways to a Resilient Society, by Andrés R. Edwards (New Society Publishers)

While the book is full of great examples of companies and communities thriving by doing the right thing, Edwards saves the best for last. The eighth and final chapter, “A Thriveable Future,” states that big changes can result from small steps. It begins with three quotes. I especially like the third one, from techno-pioneer and futurist Alan Kay, “The best way to predict the future is to invent it.”

In fact, I liked this quote so much, I did a whole blog post: https://www.business-for-a-better-world.com/inventing-future-desire/

The chapter goes on to introduce the SPIRALS framework: Scalable, Place-Making, Intergenerational, Resilient, Life-affirming, Self-care. While this had to be forced a bit to come up with a workable acronym, it’s a pretty good framework for examining the transition from sustainability to “thrivability”—something I’ve become ever-more-convinced over the past few years that we very much need to do.

Sustainability, by definition, is creating systems that maintain the status quo. But thriving goes beyond that, to regeneration, to leaving the world BETTER than we found it. So that means, for instance, buildings and vehicles that are net-energy-positive (producing more than they use) and net-waste-negative (generating more inputs for other systems than things that need to be thrown away).

Among the examples Edwards cites:

A Native American tribal timber project in Michigan that has been restoring and regenerating the forest ecosystem for more than 150 years, growing the forest by more than 30 percent even while harvesting 30 million board-feed per year (p. 156)
A program in Berkeley, California (and replicated elsewhere) that allows ownership of solar systems without the huge capital outlay; this is, from the homeowner viewpoint, a big improvement over leaseback programs that had been the only way to get a solar system without plunking down thousands of dollars (p. 160)
An initiative that lets residents of Sonoma County, California monitor—and thus control—their waste generation (p. 161)

Edwards ends with a beautifully optimistic call for replacing the scarcity mentality with abundance consciousness (something I’ve been saying for years), so that, for example, we can turn a declining ecosystem into a place “that teems with diverse wildlife and is integrated with flourishing human settlements…We can meet the challenges ahead with a vision in which creativity trumps knowledge and imagination is recognized as one of our most powerful assets. These timeless attributes will light our path toward a thriveable future for generations to come.” (pp. 164-165)

While not reaching the heights of the final chapter, there’s plenty of merit in the rest of the book, too. Edwards’ emphasis on accounting for true lifecycle costs make clear that renewables are actually cost-competitive with fossil fuels; he puts the indirect costs of a gallon of gasoline at $12. (p. 69). This is one of several key organizing principles he highlights. Others range from “glocalization” to biomimicry to preserving biolinguistic diversity to putting a dollar value on the environmental services that our ecosystems perform for us.

I’m particularly glad about the many wonderful examples of communities and businesses thriving by doing the right thing. I’ll list a few among the many examples. Projects that:

Turn confiscated illegal liquor into biofuels, in Sweden (p. 39)
Use closed-loop systems to recapture all byproducts, so that a Danish industrial plant heats 3000 homes with its surplus steam while a fish farm’s water treatment waste fertilizes agriculture (pp. 53-54)
Provide a mechanism for recovery and recycling of any computer sold in Texas (p. 55)
Created 142,000 new jobs in the German wind industry, though tax policies that favor renewable energy (p. 69)
Allowed an entire Kansas town to rebuild as a green community after being wiped out by a tornado (p. 86)

And just what is possible? Consider this: On average, a resident of the United States generates 20 metric tons of carbon per year, while a resident of the European Union produces half that amount (10 metric tons). But when the green community of Vaxjo, Sweden—a place that obviously needs to create a lot of heat in the winter—turned its attention to reducing carbon, its per-capita output plummeted all the way down to 3.5 metric tons per person per year. That’s one-third of the rest of Europe, and one-sixth of the US. (p. 88).

In other words, we already know how to do much, much better. Let’s do it!

The Clean and Green Club, January 2015

9 Jan, 2015 No Comment celebs

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Shel Horowitz’s Clean and Green Marketing Tip,

January 2015

Happy new year! May your 2015 be blessed, happy, healthy, profitable, and make a contribution to the world. For me, this will be the year that I start putting into practice all the prep work I’ve done for the past year around combining business profitability with ending poverty, war, hunger, and catastrophic climate change.

This is the year where the sustainably-sourced rubber meets the solar-paved road, and I attempt to find the people who will pay for my expertise in this area. I will be offering speaking, writing, consulting, and training on how to create and maintain a thriving, profitable business (or organization) that genuinely helps the world.

And keep in mind that you can earn a generous commission if you match me up with someone who needs some of that expertise.

This Month’s Tip: Get Celebs to Notice You

In this final part of the three-part series on working with celebrities, we’ll discuss how to get past the gatekeepers and get noticed. The higher you go on the “celebrity food chain,” the harder it is to get their attention. Superstars are usually extremely isolated from everyday people. They have gatekeepers for their gatekeepers. Even lesser-known celebs can be pretty well shielded from the hoi polloi. So how does an ordinary Joe or Jane get their attention?

Here are some ways to make it easier: Ideally, you’ll be doing some of these things, and building a relationship, long before you ask for anything—so when you finally do ask, you go right to the top of the pile.

1. First of all, in every approach, be honest and authentic, and treat this person like a person. They are surrounded by idol-worshipers and groupies and self-aggrandizing hustlers, and they will appreciate being treated like a human being.

2. Spread their content around. Share their links and retweet their posts on social media, link to their material in your newsletter, mention them in your books and articles. Make it clear you value what they do and want to bring it to a wider audience.

3. Interact with them online. Comment on their blog posts, send fan mail or polite disagreements about articles they post, or links to non-self-promotional things you’ve discovered that you think they’ll like. Follow them on social media and respond when a post of theirs catches your interest.

4. Introduce yourself to them at live events, but not in a pushy way. Offer to buy them coffee or a meal or a drink, or just take a walk together, and have a laid-back, no-pressure conversation.

5. Better yet, make a point of introducing them to others who are working for common goals and who can help them.

6. Get an introduction from someone they already trust (perhaps a lower-level celeb in the same genre).

7. Offer something that will be directly useful to them or advance their agenda. (We covered this in detail last month: https://thecleanandgreenclub.com/?p=3044 )

8. Understand some of the constraints they face. Every word, action, and gesture they create is micro-analyzed by hungry sharks in the media, and one poorly-thought-out move could topple a carefully assembled career.

9. Respect their time. Be focused, understand that they have many pressures and are giving you a gift by choosing to spend time with them. Make things easy for them. As an example, if you’re requesting an endorsement, offer to draft something for their approval.

Hear and Meet Shel

No speaking appearances scheduled at the moment, but you might enjoy listening to these two interviews with me—both rather different from some of my usual ones:

The Boomer Business Owner, with Charlie Poznek: https://theboomerbusinessowner.com/2014/12/tbbo-275-shel-horowitz-use-green-marketing-increase-profits/
or on iTunes at https://itunes.apple.com/us/podcast/boomer-business-owner-charlie/id807801358?mt=2Charlie sums up the takeaways thusly:

How to use climate change and other green movements to expand your reach and profitability
How green marketing provides your business with an operational advantage
An ironic revelation about Al Gore and George W. Bush
Profit-based ideas for green-ifying your business and business practices
“Do the right thing not just because it’s the right thing, but because you’ll make a bigger profit.”

And then another interview with Sylvia Henderson of Idea Success:
https://www.blogtalkradio.com/sylviahenderson/2015/01/05/change-the-world-through-the-power-of-profit–shel-horowitz

This one went deep. It covered the dynamics of shopping or not shopping at particular companies because of their values…the three events when I was 12 that got me started changing the world…how nuclear power is NOT a green or carbon-friendly power source, no matter what they say…a bit on how to tell when a company is “greenwashing,” and much more.

I do plan to attend Book Expo America, as usual, and I’m sure I’ll work in a few conferences in the green world. But I expect that more of my gigs this year will be for private audiences, such as in-house training for corporations and associations.

Some Recent Posts on My Blog
I’ve been blogging for more than 10 years now, and it’s been a long time since I’ve told you anything about what I do over there.Here are my posts since the December newsletter, all available at https://greenandprofitable.com/shels-blog/

Passenger Rail, Si! Nuclear Power, No!“

My First Political Act, as a 3-Year-Old: Nonsmokers’ Rights

Getting Along with your Opponents

Why I DON’T Support “Draft Warren”

Yes, We Fight the Same Battle Once Again—But I Have Hope

If you like what you read there, please subscribe to get an email every time I post something.

Another Recommended Book—The Beautiful Tree

Connect with Shel on Social Media

Follow on TwitterFacebook ProfileLinkedIn Blog Green & Ethical Marketing Facebook Google+

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).”

The Beautiful Tree: A Personal Journey into How the World’s Poorest People Are Educating Themselves, by James Tooley (Cato Institute, 2009)

Let me say this right from the beginning: I am a supporter of public education; Tooley and his publisher (a well-known conservative think-tank) are not. My recommendation that you read this book should not be taken as an endorsement of his educational philosophy.But I do recognize that public schools fail to meet the needs of some students. And I see many, many lessons for the business community in the stories he tells of tiny private schools serving the poorest of the poor in places like India, China, Ghana, and Kenya.

In those places—and presumably, in many other developing countries—Tooley finds the public schools sorely wanting. They may have beautiful new buildings with spiffy playgrounds, but very little learning is going on. Teachers are absent, asleep, or reading the newspaper; class sizes are 60 or more; accountability is entirely absent. In some rural areas, the schools are an hour’s perilous journey (or more) over treacherous mountain passes or flooded areas from the villages they supposedly serve. And I see no reason to doubt the observations of his research teams.

Development experts and government officials that Tooley talks to almost universally see no viable alternative to these terrible schools. Private schools, they say, only serve the upper classes, and sacrifice education for profit.But in every district in every country he investigates—even those where officials say hey know of no private schools serving the poor—Tooley finds hundreds of tiny private schools serving the poor and middle class, where teachers show up and teach, kids learn (and consistently test better than public school students), class sizes are typically around 20 or less—and both teachers and administrators/owners are accountable to fee-paying parents. The buildings and playgrounds are often substandard, and the learning methods uncomfortably rote-based, even for Tooley—but hundreds of thousands of kids are getting an education they could not get in the corrupt public school systems of these countries.

Despite popular images of paternal whites setting up schools to lift the savage natives out of illiteracy, Tooley includes a fascinating chapter on educational models in India during the early 19th century. According to his research, the British destroyed a well-established private educational system that emphasized peer learning, even while exporting its most successful aspects into England and Scotland. Gandhi himself accused the British of uprooting this “beautiful tree” (and called for a return to the old private schooling network); the book takes its title from that quote).

Tooley can be patronizing at times, and rubs our noses in the same dirt over and over. Still, there’s a lot of wisdom here, and many good lessons for change agents working in the business community. He shows, among other things:

How private enterprise can meet the needs of extremely poor population sectors and still make a profit
How the poor are actively interested in taking charge of bettering their children’s lives, willing to make sacrifices to do so, and able to find the resources
What really matters in education, and what’s just window dressing
That education and schooling are not necessarily the same thing, though they overlap
How an entire economic sector can fly under the radar yet make a huge difference in people’s lives every day
Not to take assumptions for granted, particularly when the person making the assumptions has an agenda

The Clean and Green Club, December 2014

15 Dec, 2014 No Comment

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Shel Horowitz’s Clean and Green Marketing Tip,

December 2014

This Month’s Tip: How to Get Famous People to Help You

Last month, I talked about some of the well-known people who have helped me with one thing or another: a book endorsement, an interview, a joint venture…

Some of these folks are famous in their own community…and some, like authors Jack Canfield (Chicken Soup for the Soul series), Jay Conrad Levinson (Guerrilla Marketing series) and Madeleine L’Engle (A Wrinkle in Time), musicians Pete Seeger, Joan Baez, and Arlo Guthrie are international superstars known widely beyond their own circles.

How have I been able to get so many celebrities to help me? Sometimes, they help you out of simple generosity, or because they feel your passion and believe in what you’re doing. But usually, it boils down to one thing: offer them something they want or need.

What do you have that a celebrity wants or needs? Here are a few possibilities:

Publicity
Credibility
Help for a cause he or she supports
A visit to an exotic location
A chance to meet others he or she admires
Ability to grow his her own community
Income streams

Now, here’s the key: once you know which hot button to use, make the approach in ways that immediately build a connection around that hot button.

Publicity
Do you have access to an audience the celeb would like to get in front of? That could be a major newspaper or magazine–but it also could be a small newspaper in a community where that celeb is doing a live event soon and needs an audience. It could be your blog, a telesummit or conference you’re organizing, or even a large number of active followers on social media.

Help for a cause he or she supports
Appeal to their higher purpose. Do some research before you approach them and find out what jazzes them. Approach the celebs whose higher purpose is aligned with yours, and show them how their participation will help that purpose. Hint: find the cause first, and then dig around to see who supports it.

Credibility
Can you increase the celeb’s star power? I did this for “Mr. Guerrilla Marketing,” Jay Conrad Levinson. I’d read enough of his books and articles to know that he was sympathetic to environmental and social justice issues, but not active or particularly well-known in those worlds. He was what I call a “lazy green” in my “Making Green Sexy” talks. I was able to show him that partnering with me (a subject-matter expert in the green business world) would give him some “chops” in the green world. That was something he valued–and I got the benefit of being part of the biggest marketing brand in history.

A visit to an exotic location
If you’re organizing an event in a place people like to go (Hawaii, the south of France, Bali…) and can cover travel expenses, celebs may make time in their busy schedules to participate. My first trip to Turkey was because I was flown over and paid to give a talk; I liked it so much that my wife and I spent two weeks there last year.

A chance to meet others he or she admires
If you’ve already got some famous folks on the program, others will more easily sign up. Just like the rest of us, they like chances to network with their peers. In the marketing, publishing, and green business conferences I’ve attended, I’ve noticed that the speakers generally like hanging out with the other speakers, even with those who aren’t as well known; you can often find them talking shop–or just having fun–in the breaks or after-hours. The smart and nice ones also make themselves accessible to non-presenter participants.

Ability to grow his her own community
For both joint venture promotions and events, a celeb expects to cross-pollinate with the other presenters. If you bring together 10 people who each have lists of 10,000 non-overlapping names for a telesummit or live event, that means each featured guest gets to be in front of 90,000 new people. If they wow the audience, they’ll add many people to their databases–and their marketing funnels.

Income streams
As shown above, it’s not all about the money. But it is partly about the money. If your celeb is setting aside precious real estate in followers’ minds to promote you, you’ll want to make sure there’s something in it for them. They can only go back to the well so many times. If, for instance, they do a solo mailing for you, that might mean they have to say no to someone else. So if earning some dinero is part of the agenda, they’ll want to make sure you follow through. Your e-blasts should be tested and perform well, your offers should be compelling, and it really help if your track record is solid.

This three-part series concludes next month with some ways you can more easily get noticed by that celeb in the first place. While it may seem that I have the order backward, I’m doing it this way so that when you do get through to a celebrity, you know what to say.

Another Recommended Book—The New Sustainability Advantage

Connect with Shel on Social Media

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).”

The New Sustainability Advantage, by Bob Willard

Bob Willard originally published The Sustainability Advantage: Seven Business Case Benefits of a Triple Bottom Line back in 2002. In 2012, his publisher, New Society Press, brought out an updated 10th Anniversary edition, and changed the title to The New Sustainability Advantage.

Basically, Willard takes apart every conceivable factor in business economics and shows how greening the company (when done right) yields vast financial benefits for businesses large and small. In other words, the entire book is a validation of something I’ve been saying for years: business can profit strongly by going green.

The book covers obvious and non-obvious savings and income possibilities in many areas, with entire chapters on revenue/market share, energy, waste, materials and water, employee productivity, HR expenses, and risk reduction; these are the seven benefits in the subtitle. The risk reduction chapter is particularly detailed—covering reputation damage (with five subcategories), cost spirals (six subcategories), compliance, and other areas.

What’s a non-obvious saving? One example would be the cost of water embodied in the production of paper; it turns out to be an astonishing 60 liters per ream (page 88). I certainly didn’t know that!

Willard uses a mixture of real-world examples and two hypothetical companies, one quite large and the other much smaller—and uses very conservative projections for both. For the smaller company, with $1 mm annual revenue, the profit boost tips the scale at 51 percent. 51 percent growth in profit—that is, income minus costs—is not too shabby. But the large company, with revenues of $500 mm per year, showed a truly astonishing 81% net increase.

Once again, Willard is using extremely conservative assumptions, bending over backward to avoid sensationalizing the results.

Still, I would have preferred two real case studies of companies that have taken these steps, with real numbers. Fortunately, he does cite many real-world examples to illustrate specific categories of savings and revenue. To name a few of them:

GE’s Ecomagination line of earth-friendly products brought in $18 bn in 2009, up from $10.1 bn in 2005. This was roughly 10 percent of total revenue, and was expected to grow at twice GE’s overall rate in the following five years (page 42).
IBM turned a $1.5 mm cost into a $1.5 mm revenue stream by selling something it used to throw away, adding $3 mm to profit each year; the US Postal Service turned a $9.1 mm annual disposal cost into $13 mm annual income, or $20 mm in profit (page 72).
The UK department store Marks and Spencer’s internationally recognized Plan A sustainability initiative was adding £50 mm (approximately $80 mm) per year to the bottom line through its original 100 sustainability commitments; this was part of the incentive to up the number of metrics to 180 (page 159).

He also cites statistics that show overall growth in consumer awareness and shifts in purchasing habits. Examples include findings that 77 percent of consumers describe themselves as green and/or health-conscious; 57 percent had made a green purchase in the previous six months; 40 percent chose particular products or services because of the values the company espoused (page 43). 92 percent of young professionals want to work at an environmentally friendly company (page 120), while at least 57 percent up to 83 percent of employers acknowledge that their corporate responsibility policies influence employee retention and loyalty (page 125).

While the book is definitely tilted toward larger entities, even small companies with just a few employees will probably find some ideas to implement that produce substantial savings and generate new revenue. For example, trash reduction can help even very small businesses lower costs. Here’s a link to a trash consultant who works strictly on a percentage of what he saves you, https://greenandprofitable.com/slash-your-solid-wastetrash-bill-50-or-more-at-no-cost/, so that would be an easy “low-hanging fruit” place to start.

The Clean and Green Club, November 2014

14 Nov, 2014 No Comment

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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 https://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.

Connect with Shel on Social Media

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.

The Clean and Green Club, October 2014

11 Oct, 2014 No Comment

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,

October 2014

Hear & Meet Shel

October 30, 6 pm, Holyoke, MA: I’ll be exhibiting Business For a Better World (and selling my books) at Pioneer Valley Innovation Nights, at the Massachusetts Green High-Performance Computing Center, 100 Bigelow St, Holyoke, MA 01040—(a terrific facility—if you haven’t seen it, this is a great chance. It probably houses more computing power in one building than the entire world had when I was a teenager—and it’s powered largely with clean local hydropower.) Since it’s the night before Halloween, you get to dress as your favorite innovator (optional). No cost, but RSVPs requested. https://pioneervalley.innovationnights.com/content/pioneervalley-innovation-nights-pinsmass02

And *whether you attend or not,* please vote for my entry! Click on the products tab, go down to my blurb, and click the red “love this” button. (Note: this was not implemented as I go to press. Hopefully it’s working now.)

This is my first time exhibiting a concept as opposed to products and services—the idea that not only should we and can we solve hunger, poverty, war, and climate change, but business can make a good profit in the process. I feel like a 6th grader doing a science fair! If you live in Western Massachusetts, I’d very much appreciate it if you came by and said hi.

This Month’s Tip: Do You “We, We, We All the Way Home”?

Remember that old nursery rhyme, “This Little Piggy Went to Market”? Remember the last line, “And this little piggy went wee, wee, wee all the way home”?

Well, it might work for telling nursery rhymes to a toddler, but too many marketers try to adopt this line in their marketing. Instead of “wee, wee, wee,” they “we, we, we all the way home.”

You’ve seen it. You open up some brochure or webpage, and you read, “At ________ (insert company name), we think ___________ (insert platitude).

There are several problems with this, not the least of which is the way it shuts down creativity. It’s very hard to fill in that second blank with anything that’s actually interesting.

But the biggest problem is about perspective. This is all about THE COMPANY. But the Reader, the Website Visitor, the Prospect, or the Customer—I’m deliberately capitalizing this time, because I want you to perceive these people as people—doesn’t care about the company. That person, who you’d like to convince to buy from you, cares about his or her own issues. All your prospects have a need or desire to fill, a problem to solve, a goal to achieve—and they want to read copy that’s talking directly to them—helping them solve that problem or accomplish that goal. And blather like “At Acme, we care about our customers” isn’t going to cut it.

So when you “we, we, we all the way home,” instead of establishing yourself as the trusted expert, you actually turn that person away. Your prospect is left thinking, “all they want to do is brag. They’re not going to solve my problem. They’re not going to advance my goal.” And in today’s world, where attention and time are super-precious, they’re gone with a click, never to return. Next!

There is one big exception, though. If you can create copy that has the reader feeling that he or she is a part of your tribe, that you’re both in this together, the “we” is very appropriate—because THAT kind of we is inclusive. It draws in that reader—makes him or her feel special, valued, maybe even loved—and speaks directly to the problem or aspiration. Here’s an example:

“As one green business owner to another, we’ve all experienced the problem of trying to convince someone who just doesn’t get it about climate change. Maybe it’s time we tried a different approach.”

That example is rather general. More specific targeting would be much more powerful—for instance, rallying organic farmers against allowing the organic label on GMO foods (a real proposal, unfortunately) or getting renewable energy companies involved in preserving the energy credits that make their businesses much more viable.

And if you want help crafting powerful messages that speak directly to your prospect’s hopes, fears, and dreams, drop me a line or give me a call. It’s what I do for a living and if there’s a good fit, I’ll be happy to help. shel AT greenandprofitable.com, shel AT principledprofit.com, or 413-586-2388 (8 a.m. to 10 p.m. US Eastern Time)

Friends/Colleagues who Want to Help

Global Oneness Day 2014, Friday, October 24, will be an amazing program with respected global leaders including: Archbishop Desmond Tutu, Marianne Williamson, Michael Bernard Beckwith, Dr. Larry Dossey, don Miguel Ruiz, Ken Wilber, Jean Houston, Ervin Laszlo, Neale Donald Walsch, Barbara Marx Hubbard, Lynne McTaggart, Dr. Deborah Rozman, James O’Dea, Rinaldo Brutoco, Steve McIntosh, Humanity’s Team and AGNT leaders on the front line and many others.

I’ve personally learned enormous wisdom from Houston and Hubbard, in particular, and have benefited from several of the others. I feel so good about bringing this to your attention that I’ll be sending a solo mailer on that, closer to the time.

Come join Global Oneness Day and hear thought provoking discussion about our common bond, our Oneness with the Divine and all of life, and visions for how we will organize in the emerging new world. Join us and be part of the new consciousness that is transforming our planet and the way we live.

Register Now for Global Oneness Day
https://shelhorowitz.com/go/GlobalOneness14/

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