The Clean and Green Club

As a professional marketer and speaker, I look at speeches differently from a lot of other people. I look not only at what the speaker says, but at how effectively the ideas and emotions are communicated: how it impacts the listener. Michelle Obama’s speech at the Democratic National Convention [link to a transcript] gets a perfect 10 from me. I think when people remember the great speeches of the 21st century, this one has a good chance of making the list. Just as we remember 20th-century orators like Winston Churchill, Martin Luther King, and Maya Angelou, we will remember Michelle as an orator alongside Barack. People are still talking about Barack Obama’s speech at the 2004 National Convention, and about his speech in Cairo early in his presidency. I predict that people will be remembering Michelle Obama’s speech [link to the video] years from now. Why?

• Without ever calling the Republicans out, she made a clear distinction not only in the candidates’ values, but also in their origins; Mitt Romney constantly struggles to connect with people less fortunate than he, while Michelle Obama gripped the audience with the unforgettable images of Barack picking her up in a car so old and rusty she could see through the floor to the pavement…of his proudest possession back then, a table he fished out of a dumpster.
• She reminded us over and over again of the hope and promise of the 2008 campaign, and connected this year’s campaign to that same hope, even while the youth who were so inspired four years ago are disappointed in what Barack Obama has accomplished. Her message to youth was clear: we are not done yet, and we are still here for you—but you need to get out there and vote (italics are taken directly from Michelle Obama’s speech):

And if so many brave men and women could wear our country’s uniform and sacrifice their lives for our most fundamental rights—then surely we can do our part as citizens of this great democracy to exercise those rights. Surely, we can get to the polls and make our voices heard on Election Day. If farmers and blacksmiths could win independence from an empire. If immigrants could leave behind everything they knew for a better life on our shores. If women could be dragged to jail for seeking the vote. If a generation could defeat a depression, and define greatness for all time. If a young preacher could lift us to the mountaintop with his righteous dream. And if proud Americans can be who they are and boldly stand at the altar with who they love—then surely, surely we can give everyone in this country a fair chance at that great American Dream.Because in the end, more than anything else, that is the story of this country — the story of unwavering hope grounded in unyielding struggle.

• As my wife, D. Dina Friedman, pointed out immediately afterward, she positioned some of Barack’s liabilities, such as his insistence on building consensus with Republicans who not only won’t reach consensus but who are actively sabotaging his efforts, as strengths:

I love that for Barack, there is no such thing as “us” and “them” — he doesn’t care whether you’re a Democrat, a Republican, or none of the above. He knows that we all love our country. And he’s always ready to listen to good ideas. He’s always looking for the very best in everyone he meets.

• She reached out to many constituencies: veterans, teachers, firefighters, poor people working class people, those with disabilities, single moms, grandparents, dads, people facing serious illness, those in the struggle for women’s reproductive rights, recent grads under pressure of student loans or other crippling debt, those who remember the civil rights movement and Martin Luther King’s “I Have a Dream” speech, gays and lesbians and those who stand with them in the struggle for marriage equality. And time after time, she reached out to moms and identified as a mom.

• Above all, her delivery was from the heart. She connected to her audience as a person, a mom, and as an advocate for the best of American values. She was both sincere and enormously likable. Even her little hint of a stammer came across as endearing. She didn’t need props or PowerPoint. My guess is she didn’t even need the teleprompter that no doubt was in her view.

I generally advise my clients to get out from behind the lectern. When I speak, I stand to the side of the lectern, so there’s no barrier between me and my audience, yet I can still see my notes. However, she was able to overcome that distance and connect personally and viscerally with the live audience and those watching from afar (and it’s been explained to me that the needs of cameras and bodyguards did not give her a choice). If Barack Obama does win a second term, I think Michelle Obama’s convention speech (and Bill Clinton’s, for that matter) will deserve some of the credit.

UnMarketing: Stop Marketing. Start Engaging. By Scott Stratten (Revised edition, Wiley, 2012)

Scott Stratten just put out a revised edition of his social media classic, UnMarketing: Stop Marketing. Start Engaging—and I realize I’d never reviewed the original. It’s one of the better books on marketing by building relationships: a mix of wise theory, concrete practice, and enough snark to make the whole thing enjoyable (be sure to read the footnotes, where most of the snark lives).

Stratten spends a lot of time laughing at the old, ineffective ways of marketing–but then he turns it on his head and shows exactly how the firm could do better. And he’s a particular master of convincing prospects—both in-person and online—that it’s in their best interest to turn over their contact information. Of course, it’s up to the company to use that information effectively once you have it, and Stratten has lots of good advice on that too.

Right at the beginning, on the second page of the introduction, Stratten declares that marketing is not a task, a department, or a job; “marketing happens every time you engage (or not) with your past,present, and potential customers…[and] any time anyone talks about your company.”

And to Stratten, that means a few key principles:

• Seize every chance to  engage with customers and prospects
• Do this in ways that build your credibility and your likability; avoid alienating your customers and prospects (e.g., by jamming “buy me” messages down their throats—or by ignoring them)
• And that means being authentic, being truly you, showing (not bragging about) how you’re different
• Build both trust and genuine engagement; it’s better to have a small list that really engages with you than to have a huge list that ignores you
• Have systems in place to scale up effectively and rapidly

I’ve been an advocate for this viewpoint for many years,and it amazes me how many companies are still completely blind about these concepts. Yet, Stratten cites numerous cases where a company took itself out of the running for some major pieces of business by being rude or indifferent in a retail environment, a trade show, or online. In once case, he was asked to recommend a six-figure software package, and the only company on his list was the single company whose reps took him seriously as he’d walked a trade show with a student registration badge, some months earlier.

I really like Stratten’s practical advice on maximizing results: whether at trade shows, in the store (read his case study of how he built engagement at a frame shop), or even on Youtube—where a simple tweak to the way people viewed his videos led to a 38% subscription conversion rate. He’s even got a three-page chapter on how to organize a successful charity fundraiser via Twitter.

Do I agree with all of his advice? No. I think, for instance, that it is still totally possible to be authentic if you prewrite some tweets and schedule them ahead. But I agree with him that it isn’t smart to puff an event you’re leading and then not be around to answer questions about it because you’ve prescheduled the tweets and are off on a no-Internet vacation.

Overall, I’d put my agreement at somewhere north of 90 percent. It’s a useful and enjoyable read, and I’d be surprised if you don’t come away with at least five or ten ideas you can implement right away in your own business.

One of the rules in pitching journalists through services that send queries from journalists seeking stories–such as HARO (helpareporter.com), ReporterConnection.com, and the others I discussed in the July, 2011 issue–is to stay closely in tune with what the journalist is looking for.

Still, it IS possible to answer a query where you’re a near-miss. I’ve gotten quite a bit of coverage over the years, writing to journalists where I didn’t have exactly what they were looking for. It happened I wrote two pitches on the same day last month.

In the first, the reporter wanted businesses actually using this strategy, and instead, I offered her expert commentary. In hindsight, I would list some case studies I could discuss. Instead, I focused only on my credentials.

The second one was particularly a long shot, which I knew going in: Newsmax is a Rupert Murdock property with an extremely right-wing slant, and I doubted the reporter would be interested in a counter-view. However, it was certainly worth 10 minutes of my time to try, especially since I really want to reach more conservative elements of the business world with the message of my book, Guerrilla Marketing Goes Green, that good environmental practices are also very good for business.

FIRST QUERY:

19) Summary: Buy Something, Do Good

Name: Alison Miller Southwest Airlines Spirit Magazine

I’m looking for companies that are following the TOMS Shoes mold

by donating money, products, or services to organizations in

need each time a consumer buys their product. Any product

category is fair game, not just apparel.

Requirements:

Readers must be able to buy products via a website and have them

shipped to U.S. addresses.

MY RESPONSE:

Subject: HARO: Buy Something, Do Good (expert perspective)

Hi, Alison,

If you need an expert perspective to comment on why this is good for business, I’m happy to volunteer. I discuss cause-related marketing in every marketing book I’ve written back to 1985 (before the phrase existed, as far as I know), and go into some detail in my latest book, Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet, as well as an earlier book, Grassroots Marketing: Getting Noticed in a Noisy World (both books have won awards, BTW)

Note: Please keep “HARO” or “New Pitch” in the subject line so that my email program will mark it as Priority.

_________

[My lengthy signature for journalist query responses, including book credentials, contact information via e-mail, phone, and Twitter, some of the media that have interviewed me, and talking points, went here

__________________________

SECOND QUERY:

8) Summary: Sources needed for EPA-related feature

Name: Jeff Louderback Newsmax Magazine

Category: Energy and Green Tech

Query:

The EPA has made a series of aggressive moves that makes it

tougher for business.

Among these moves are:

– Its declaration that carbon dioxide is a gas emission covered

by the clean air act.

– Its crackdown on coal-fired power plants.

– Its opposition to fracking for oil and natural gas production.

For Newsmax, I am writing a feature about OTHER new ways the EPA

is lining up a major power grab to stack the deck against

business even further. What else don’t we know about aside from

the aforementioned concerns?

Requirements:

I am searching for sources anywhere in the United States, but I

am on a tight deadline and need to speak with them no later than

noon ET on Friday, Jan. 21.

MY RESPONSE:

Date: Fri, 20 Jan 2012 06:43:32 -0500

Subject: HARO: Sources needed for EPA-related feature  – counterpoint

Hi, Jeff,

If you want to throw in a little controversy, I’d be glad to make the case for why tough EPA regs can be GREAT for business. I’m the primary author of Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet, write a monthly syndicated column, Green And Profitable, and run a marketing consulting company specializing in green business.

[My signature, as above]

__________________________

Notice the appeal I made to the second reporter to inject some controversy into the story. Reporters often love controversy. Also notice how I “volunteer” my expertise to the first journalist. I always try to come across as helpful, rather than self-aggrandizing. This is part of why I got quoted or cited in 143 print stories last year, 131 in 2010.

Another thing you can offer is a “sidebar”–a little sub-article that accompanies the main story, and may expose a different angle. But be prepared for the journalist to ask YOU to write the sidebar (for no pay). This has actually happened to me, and yes, I’ve written those articles when asked.

–>This article is already pretty long–but if you’d like more on this topic, I’ll send an 1174-word excerpt from my seventh book, Grassroots Marketing for Authors and Publishers that includes two successful thin-match queries I sent (one of which resulted in a sidebar assignment, the other, in coverage) plus a story from publicity ninja Jill Lublin (co-author of Guerrilla Publicity) of how she stepped out of her niche to get coverage on NBC and elsewhere.

Drop me a note at shel AT principledprofit.com and use this exact subject line:

Please send thin-match journo query excerpt

– and then I’ll know exactly what to send you. 🙂

Brains on Fire: Igniting Powerful, Sustainable, Word of Mouth Movements, by Robbin Phillips, Greg Cordell, Geno Church, and Spike Jones (Wiley, 2010)

Is there a more authentic marketing strategy than turning your fans into brand ambassadors? I’ve long been an advocate of this approach, but even so, Brains On Fire opened my eyes to possibilities I’d never thought about.

In the Brains on Fire approach, professional marketers play an important role—not as controllers or planners, but as nurturers and facilitators.

This book is about not just identifying your deep loyalists, but empowering them, supporting them, and then getting out of the way while the magic happens. It’s a refreshing change from most other books I’ve seen about word-of-mouth/word-of-mouse marketing, because these folks understand that the real marketing arises spontaneously out of the members of a community (often unpaid), and not by faking your way through tactics like recruiting pretty young women to talk up a particular product to which they have no actual loyalty.

The book focuses on several case studies, all clients of the Brains on Fire marketing agency, which we follow through every “lesson” (chapter). Examples range from a 300-year-old Swedish scissors manufacturer to the state agency charged with reducing teen smoking in a tobacco-producing state.

Along with the focus on fan-initiated, empowered marketing comes a strong commitment to ethics—and to taking the marketing vocabulary away from the war-oriented “campaign” language of crushing your opponent or defeating your customers into purchasing, and into the more sustainable world of community, inclusiveness, and mutual benefit. Scientific marketing becomes less important. Your strategy evolves toward unlocking and channeling the passion of your fans, their desire to make a difference, and their need to be valued. Ask yourself how your product or service makes it easier for your fans to do what they love. Your goal is not just participation; it’s active engagement.

Your fans will be a mix of personalities, some of whom already have a fan base, and quiet, shy others who would not traditionally be seen as influencers—yet may have a tremendous impact. And the way you interact—even something as mundane as the way you handle incoming fan mail—can have either a big positive or big negative impact, depending on how you make that person feel.

Among the many wise points in this book:

• When allowed to lead themselves, genuine movements tend to exceed the expectations of the marketers who assist them
• A brand promise is sacred; failing to keep it will have negative consequences
• Big ideas start as small, intimate conversations—and even a single person can start a movement (this is absolutely true; I’ve done it in my local community)
• At the start of a movement or community, ask the people you’ve identified as influencers to discuss their passions; if you treat them as valued experts, they will not only give you insight, they’ll also start talking you up
• You don’t get to choose your fans; they choose you
• Smart brands become fans of their fans
• Strive to put as many employees as possible in customer contact; companies with 25-50 percent of their workforce in customer contact wildly outperform those with 5-10 percent
• Strong movements fight injustice

Yes, but does all this cool and groovy stuff actually work? Yes—big time. Two among many examples:

South Carolina’s 16.9 percent smoking reduction was the largest in the nation (in the state with the cheapest cigarettes and among the lowest budget for smoking prevention programs); Brains on Fire client Rage Against the Haze (a teen anti-smoking group) had a lot to do with this

Fiskars, makers of the famous orange-handled scissors, puts the ROI for its Fiskateers community of brand evangelists at 500 percent. Fiskateers not only tracked with a 6-fold increase of online mentions, but sales doubled in the four target markets where the effort was rolled out—while the company R&D department receives an average of 13 new product ideas every month, gratis. This doesn’t even count the impact of 7000 volunteers who can defuse PR problems before the company even knows they exist.

Read this book as an excellent companion to Guerrilla Marketing Goes Green. And be sure to read the introduction, which has enormous value.

If you’ve been reading my newsletter for several years, you know I’ve been marketing through social media all the way back to 1995. These days, a lot of my social media goes into Twitter.

People either love Twitter or hate it. My wife can’t stand it; I think it’s great.

Why?

• You can have a big impact while investing almost no time
• It’s easy to gain very targeted followers—and influential “followees” (people you follow)
• Very short learning curve
• Interface stays reasonably constant, and the changes are improvements that make sense (unlike Facebook, where you have to keep relearning how to do it, or frequently discover that the expensive tools and processes you invested in before the latest redesign are now them obsolete)
• Third-party tools like TweetDeck (now owned by Twitter), MarketMeSuite, and HootSuite add enormous functionality: scanning the most important contacts quickly, searching topics, scheduling ahead, adding users to groups quickly
• Trends, posts, and connections can easily go viral through the power of retweets and other devices—and as they do, you can easily expand your circles of influence
• You can build real relationships with people by responding personally to their tweets
• While there are lots of ways around the 140-character limit, it does force you to sharpen your brain and be concise
• Oh yeah, and it’s fun!

I find Twitter a terrific research tool: I get a lot of my information on new trends in the green, business, and  political worlds by following links. I also find it a great way to get into conversations with people I haven’t met before, some of whom are very well-connected. Often, I’ll start a conversation on Twitter and then move it to 1-to-1 e-mail.

Twitter is also a great way to get noticed by speakers: if you tweet highlights of their talks or Twitter chat presentations—and either include a designated hashtag for the event (e.g., #sustainchat ) and/or mention them by their Twitter handle (e.g., @ShelHorowitz), you’ll get on their radar. I can tell you that when someone puts @ShelHorowitz in a tweet, I go visit their profile unless it’s obvious spam, and usually follow back. And when someone at a networking event tells me he or she follows me on Twitter, I pay closer attention.

And yes, I’ve sold books, started conversations about my consulting, copywriting or speaking, and attended networking events that I learned about on Twitter.

This is the first of a three-part series. Next month, what you can tweet, and in May, what Twitter is NOT

Become an Award Winning Company: 7 Steps to Unlock The Million Dollar Secret Every Entrepreneur Needs to Know, by Matt Shoup (Shoup Consulting, 2012)

It sounds like a thin premise for a marketing book: go out and win some awards. After all, I cover the subject in just a few pages in some of my own books on marketing. In one of my books, winning awards shares a chapter on credibility building with getting endorsements and reviews.

But breaking a process down step by step is often a worthy endeavor, and in this case Shoup provides good food for thought.

The bulk of the book is devoted to the good things that can happen to an award-winning company that understands how to leverage and market those awards (including a bunch of interviews with CEOs of award-winning companies about the specific ways their achievement helped their business). A smallish section at the end goes through the how-to of actually winning awards. I might have reversed both placement and proportion, but maybe that’s because I do have a very clear understanding of the benefits already (and have won quite a few awards over the years).

Shoup himself sums up the case for winning awards nicely and succinctly on page 171: “As an award-winning company, you are going to be able to go out and attain massive success, exposure, credibility, free PR, and more business.” And a lot of the book shows how he and the CEOs he profiles have done just that.

More than the specifics, where this book really shines is in three consistent approaches to the success mindset:

1. To win awards, you must achieve excellence: base your company in high integrity, wow your customers, and establish a culture that drives the best people to join your staff and succeed with you.
2. This excellence allows you to thrive in economic downturns (he has a great rant on this) and to set and achieve goals a lot more easily.
3. Success doesn’t just happen to you; you go out and make it happen, and that means when you do win awards, it’s up to you to extract the maximum possible benefit from them in your marketing.

That last is important. Used properly, awards let you de-commoditize your business, get away from the tire-kickers and bargain hunters, and establish the value of working with an excellent company and being wiling to pay for it.

One thing that puzzles me: Shoup apparently gave no thought to becoming an award-winning *author.* The cover and interior design are amateurish, and the book would have benefited from one more edit (with someone who understands when a phrase like “award winning” should or should not take a hyphen). It would have been easy enough to spend a few hundred bucks more on a better production and then enter some good awards for the book, especially if he wants to build up the coaching and speaking parts of his own business (his primary line of work is running a house painting company).

Shel Horowitz’s Clean and Green Newsletter, April 2012
Twitter, Part 2: What to Tweet

A key principle: Twitter is about building relationships over time.

That means if all you do is shout sales messages, you’re wasting most of Twitter’s potential. Yes, if you have a popular brand or retail store, your customers do want information about bargains. But they also want to feel like a human being is talking–and listening.

Personally, I strive for a ratio that is no more than 10 percent blatant self-promotion. The other 90% is a mix of passing on links to interesting information (often by retweeting someone else, with acknowledgment), responding to requests for–or asking for–advice, commenting on news or trends, engaging directly with people (responding or passing on a tweet, saying thank-you to people who have retweeted me, mentioned me as someone to follow, or mentioned my latest book (Guerrilla Marketing Goes Green), or just bringing a smile with a quote or a cool picture.

However, if other people say nice things about me or my offerings, I will retweet and/or thank them, and I don’t count that toward the 10 percent.

I guess it must be working, as I get 20 to 50 new followers in a typical week, all of them earned organically, without any game-the-system crap.

Last month’s Twitter, Part 1 newsletter brought this comment from Sherry Lowry in Austin, TX (@sherrylowry on Twitter):

“I really love Twitter (or actually the Twittter-related tools) and was expecting when reading your March news to either:

– see clips from your Twitter stream
– a chance to click right into or follow you

Ask and ye shall receive, at least this time. To follow me on Twitter, visit @ShelHorowitz or https://www.twitter.com/shelhorowitz

And here are five of my Tweets (all posted April 1). You’ll notice they illustrate several of the types above.

RT @TalkAboutIssues
Fact: President Ronald Reagan, an icon to most conservatives, supported increases in the debt limit 12 times over his two terms.#Obama2012 [Retweet]

Blog: How Southwest Airlines is Greening Their Planes
https://greenandprofitable.com/how-southwest-airlines-is-greening-their-planes/ [passing on interesting links–in this case, an automatic post to Twitter, Facebook, and LinkedIn from my blog]

Fabulous! Beethoven’s 9 10,000 in the chorus, Japan https://www.youtube.com/embed/paH0V6JLxSI[passing on an interesting link that I found elsewhere]

@maddow I’m hoping for 39 x 3 more years of your speaking truth to power. Very happy birthday. [engaging directly, in this case with TV commentator Rachel maddow]

RT @SW_Coalition: Denise Hamler of @GreenAmerica will be hosting@ShelHorowitz for a talk on green business at (cont) https://tl.gd/goltff [Retweet of someone else’s tweet that promotes me]

I’m a pretty active Tweeter, so you can see lots more at https://twitter.com/shelhorowitz

Wrapping up our three-part series on Twitter. First, we looked at the advantages of Twitter for marketers, then last month, how to tweet for maximum benefit. We’ll finish out by discussing how not to be a jerk on Twitter.

My title is a little bit pushy, in that for some people, Twitter is exactly these things—but they have few human followers (robots don’t count) and no influence; it would have been more accurate to say, How Not to Use Twitter. But I didn’t think about that when I lined out the topic titles in March.

Remember the key principle: Twitter is only worth doing if you create a tweet stream that people want to read. Otherwise, there’s no point. Every person who follows you makes a decision whether to follow you. If they’re using a tool like TweetDeck or HootSuite, they also decide whether to place you in a most-favored column of people they pay close attention to you. In my case, I am following 5823 people as of May 12, when I’m writing this. But really, I’m paying attention to about 100 in my “must follow” column. So here are some pointers on what not to tweet:

1. An endless barrage of self-promotion. If more than 50 percent of your tweets are promoting your products and services, you’ll lose followers fast. I strive for a ratio of one self-promotional tweet to 10 other tweets.

2. Continuous Amazon (or other) affiliate links. I don’t understand these people at all. Their entire stream is nothing but affiliate links, and the products usually have nothing to do with each other. I see a lot of these pages because my Guerrilla Marketing Goes Green book is a popular product to feature, and I do click through to the profile every time someone mentions my book or me. The most recent person to list my book this way has made 22,288 tweets (probably all automated), has 421 followers, and is following 486 people. Of those 421, I’ll guess that 400 are from people who automatically follow back. In short, no one is reading, the account is not operated by a human, and affiliate commissions are probably near zero. Why bother?

3. Daily minutiae. If you tweet about what you had for breakfast, or that you’ve just brushed your teeth, you’d better do it in a way that’s funny or interesting. and keep it to maybe one post in 50. This is one of several reasons I don’t do Foresquare, which tweets your location with alarming frequency. (Not inviting burglars to my house is another reason.) Don’t bore people into shutting you out.

4. Lists and lists of people to follow. Again, boring! I do one Follow Friday (hashtag #ff) and one #ecomonday a week, and I publicly thank people who list me as someone to follow. It’s a very small part of my stream.

5. Spam. Duh! It doesn’t work in social media any better than it works with e-mail. Sending the same URL to a lot of people you don’t know, or direct-messaging a URL labeled as a picture of me when it’s not is just plain stupid. In TweetDeck, I can block and report a spammer in exactly two clicks, and I will do so unless I think the sender was hacked.Sometimes I’ll publicly shame them first. (And because I don’t automatically follow back, I am not plagued with direct-message spam. I get one or two a month, usually when someone was hacked.)

Two final bits of advice: Get five or ten juicy, high-quality tweets up on your profile page, along with a picture and something useful in the bio box, before you start looking for followers. And stay away from all the robot game-the-system approaches to building a followers list. You want real people who influence others to be following you because they love your content, not a bunch of robots following back in.

If you’d like me to consider following you, I might or might not if you have an interesting screen name. But I will definitely visit your profile (maybe not right away—be patient) if you engage with me. So send me an @shelhorowitz message that tells me something you found useful or helpful about this series (hint: if the @shelhorowitz is not the very beginning of the tweet, more people will see it). If I like what I see on your profile, I will follow back.