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| Shel Horowitz’s Clean and Green Marketing Tip,
April 2014
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The Research Phase of Reinvention, Part 1
Introduction
Once again, I take you behind the curtain as I shift toward making a living while helping business solve poverty, hunger, war, and climate catastrophe—I feel deeply in my heart that this is the work I was meant to do. Frankly, I don’t know how it will all shake out. But while I’m figuring it out, the process creates learning opportunities for you if I choose to be transparent and reveal it–which I do. I feel you can benefit a lot by seeing my process, including how I plan to make money from these offerings.
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Common business wisdom says, “research before launch.” But I’m research by doing. I’m putting a lot of things out there, and seeing what has resonance
- with my market and my fans (that’s you!)
- with the larger work, and
- with my own passions.
I can do this because most of them cost me only time (and maybe buying a domain name). And I also NEED to just jump in and do it because it would take far too long to research all the various pieces enough to know whether they’ll fly (and I wouldn’t necessarily trust the data anyway). And because opportunities have been zooming at me lately that I want to share with you.
For each, I’ll answer three questions:
What’s in it for you?
How does it advance the planet?
How can it boost revenues?
I want your feedback. And I want you to “vote with your feet” and take advantage of the offerings that make sense. So tell me what you think of these—send me an email telling me which ones you’re interested in personally, and which you think will sing to a larger market (if you can include a quick line or two about why, I’d be very grateful):
The most exciting mobile marketing platform I’ve ever seen
I sat through a demo expecting to smile and move on. Instead, I was totally hooked. Retail, entertainment, and appointment-based service businesses could totally transform their marketing.
I was so enchanted that I worked out a new revenue model for the company (which until now, relied on face-to-face presentations by salespeople). I got them to do a demo video to show you this very powerful platform–something they can scale up and make available to other affiliates: https://www.youtube.com/watch?v=VvjgtnbU4d0&feature=youtu.be
What’s in it for you?
Reach highly targeted, segmented portions of your customer and prospect list instantly…customize the message situationally…increase revenue during slow times…fill cancelled appointment slots…build customer engagement, community, and loyalty.
How does it advance the planet? A full marketing campaign that’s paperless…AND nimble enough to respond instantly to new developments or events. It’s also interactive, builds relationships, and recaptures lost time that can be used to grow a business…or to organize on your favorite issue. And it’s integrated with social media.
How can it boost revenues? I earn a commission if you become a customer.
No-cost green marketing strategy tune-up
Brand new: 15 minutes to discuss your strategic marketing and branding objectives to advance your green and ethical business. Limited to the first 10 qualifying business owners who sign up. Please have clear objectives in mind for your call.
What’s in it for you?
No-charge tweaking by an expert green business profitability strategist should improve performance. Personally, I’ve learned a great deal from no-charge initial consultations from others.
How does it advance the planet?
Your improved positioning should make you a better green marketer. And since your green business helps the earth, your success helps the earth too.
How can it boost revenues?
Indirectly. You could hire me to write copy, critique and/or tune up your full marketing documents portfolio, and bring new prospects into my orbit. Or even hire me to speak on effective marketing :-).
More info: e-mail shel at greenandprofitable.com with the subject “Please schedule my green strategy tune-up”. In the body of the email, please provide a paragraph about your business. Describe your current marketing efforts in general terms, and your goals for the session. (Note: only people who provide this will be considered for the consult).
Telesummit
Starting next week—you’ll get a full solo mailer on this. Listen to 17 amazing presenters at no cost, plus eight extra calls in the inexpensive recording package. Leading lights in green business AND marketing, sharing deeply—several who almost never do teleconferences. I learned quite a lot as I was recording the calls! It’s really an extraordinary series.
What’s in it for you?
17 (summit calls) or 25 (with bonus calls) info-packed audios offering great information on working with the media, building networks, running a green and conscious business, using business to change the world, activism as a business, marketing to introverts, and even running a green business in a conservative area.
How does it advance the planet?
Gives you new tools to convey your message powerfully to your best audiences—AND provides information on the green and activist world (especially in the bonus package).
How can it boost revenues?
- Commissions on speakers’ product upsells
- Sales of recordings
- Adding newsletter subscribers—future clients?–into my tribe
- Building deeper relationships with well-connected presenters—possible future opportunities
- Actively promoting the spring intensive at my house (see below) and the summer mentorship coaching program (see next month’s newsletter)
More info: https://business-for-a-better-world.com/telesummit
The famous three-day marketing and social change intensive
Small-group intensive in my beautiful antique mountain-view solar farmhouse, in historic ecovillage.
What’s in it for you?
Learn hands-on skills in identifying different audiences and creating specific messages for each…media skills (including on-camera interview practice as well as writing compelling press releases)
How does it advance the planet?
Makes you a better green marketer
How can it boost revenues?
Tuition, future work, mentorship sales
More info:
https://making-green-sexy.com/come-learn-with-shel-3-day-green-marketing-intensive-in-beatuiful.html
This is only part of the list. Next month, you’ll get part 2.
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Paulette Ensign’s Booklets and Beyond: Making More Money Today Online and Offline course has already started—but you can catch the session you missed on the recording. Paulette is an expert on tips booklets, an easy way to package your knowledge and create revenue. She’s building a community around it, too. (This one does have a cost).
https://www.kickstartcart.com/app/aftrack.asp?afid=889945&u=www.tipsbooklets.com/teleclass.html |
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D’vorah Lansky’s Book Marketing Challenge includes content from many leading lights of independent publishing (including me). Hands-on, no-charge, interactive training on a wide variety of online book marketing strategies. Workshops, expert interviews, articles, action steps, hot tips, special gifts, and opportunities to expand your online presence.
– Develop Your Author platform
– Learn how to build a list of thirsty readers
– Discover ways to create multiple income streams with your book
– Access specific book marketing strategies that deliver results
– Find out the most powerful ways to reach more readers, globally
https://buildabusinesswithyourbook.com/access/aff/go/shelhoro |
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Shift Network, the same people who bring you the wonderful Spring of Sustainability series—I sent you a special mailing on that last Thursday—host a call with environmental activist Julia Butterfly Hill, who lived for several months in a beautiful old tree to prevent it from being logged. I heard Julia speak several years ago and was impressed. Julia will be speaking May 7 on Igniting the Power of Courage ~ 4 Steps for Transforming the Ordinary into the Extraordinary. No cost. I don’t have the link yet, but I did find out that in addition to the freebie call, she’ll be doing a course. Contact marykay AT theshiftnetwork.com to get all the details.
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Connect with Shel on Social Media |
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About Shel & This Newsletter
As a marketing consultant and copywriter… award-winning author of eight books… international speaker, blogger, syndicated columnist — Shel Horowitz shows how green and ethical businesses can actually be *more* profitable than your less-green 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.
He was inducted into the National Environmental Hall of Fame in 2011.
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 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).
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| “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).” |
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Living in Oneness 5 Pillars For Success Summit, from Humanity’s Team, offers training in the 5 realms of Self, Parenting, Relationships, the Business/Professional world, and Leadership and Public Service.
Featuring Neale Donald Walsh, don Miguel Ruiz, Barbara Marx Hubbard, Patricia Ellsberg, Gay & Katie Hendricks, Bruce Lipton, James O’Dea, and many others. https://vg165.infusionsoft.com/go/lio14reg/shorowitz |
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| Hear & Meet Shel–A TEDx Talk, Green Festival & More |
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| April 21 through May 2: I interview all 16 other presenters on the Business and Marketing For a Better World Telesummit. My overview call describing all the other calls will be available at any time. And then on the last day, Tom Antion interviews me about how business can create sweeping social change AND make a profit. No cost to register, and you get all the other presenters too: https://business-for-a-better-world.com/telesummit |
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April 26, NYC, 12:30 p.m. (note time change) Speaking on Business For a Better World AND message points for different audiences at the NYC Green America/Global Exchange Green Festival. I’ll be signing books afterward. The Green Festivals are wonderful events. I spoke at one in 2010 and have attended a couple since then. Pier 94, 55th Street and Hudson River. https://www.greenfestivals.org/nyc/schedule
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May 8, Shelburne Falls, MA: Speaking on Business For a Better World at a TEDx salon! Who-hoo! Speaking at a TED event has been on my to-do list for years. If you’re in Western Mass, please come. McCusker’s market, 7 to 9 p.m. Contact: stacy at TEDxShelburneFalls.com |
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May 6, Tech SandBox, Hopkinton, MA, near the I-495 interchange off the Mass Pike: The brilliant entrepreneur and networker Ken McArthur, bestselling author of The Impact Factor and a really nice guy, is doing a one-day Boston-area intensive with a bunch of other very smart marketers. I’ve traveled as far as Florida to and one of his events, and I don’t remember him doing one north of NYC before. I’ll be attending, and though I’m not formally a presenter, if past experience is a guide, I’m likely to have some role as a resource.
Also, if past is a guide, he will put together an awesome group of people who have a lot of knowledge to share. I expect to take lots of notes :-). Let’s put out a great New England welcome for him. $497 Early Bird price. https://onedayintensive.com/boston |
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May 10, Hartford, CT: I will once again be presenting at CAPA University, a one-day book publishing program in Hartford. More info: gaffney AT kanineknits.com
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| Another Recommended Book—An Edible History of Humanity |
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An Edible History of Humanity, by Tom Standage (Walker & Co., 2009)
Standage argues convincingly that most of the major changes and many key events throughout (and preceding) history are about food. It’s a fascinating and well-written book,
I was particularly drawn to it right now, as I’m launching Business For a Better World—with the idea that most of our current biggest social problems are resource-related.
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He starts the history some 10,000 years ago, when humans began to domesticate crops and move from hunter-gatherer to agricultural societies. He notes that very early, people started selecting for grains that were more appealing, even if they were less resilient.
Agriculture began the process of allowing people to develop skills beyond feeding themselves and their families—because, as agricultural surpluses began to accumulate at least as early as 3200 BC, not everybody had to be involved in food production. Thus, Bronze Age toolmaking, crafts, and eventually, industries. With irrigation, these trends increased and spread around the world.
And this led to a move away from the egalitarian hunter-gatherer ways to stratified societies of professionals, laborers, and of course, a ruling elite.
Standage offers a new, food-related view of so much of what we take for granted. And he draws a fascinating parallel between the amount of democracy (including a free press)—and food security. Authoritarian regimes tend to have a lot more problems feeding their populace.
Examples: Did you know the Dutch used violent suppression and caused eco-catastrophe in order to monopolize clove production on two islands, all the way back around 1700? Why Stain’s dictatorial regime was based in his complete misunderstanding of agriculture—and how Mao repeated and multiplied the mistake, causing the greatest famine in human history and 30-40 million deaths? (Post-Mao China, however, has made huge strides in food sufficiency, and at least some progress on democracy.) How Mugabe’s country-destroying rule in Zimbabwe saw 80 percent decline in agriculture, 10,000 percent inflation, 20 percent reduction in life expectancy, and unemployment at 85 percent?
He looks at positive and negative aspects of the Green Revolution’s roots in the development of synthetic ammonia and other nitrogen fertilizers, and of the much more recent shift to GMO (genetically modified) crops. Personally, I think he’s rather too uncritical of some of these technologies—but I do recognize that the Green Revolution, in particular, helped create a more solid footing of sufficiency.
He also looks at how enlightened consumers have used food purchases to support a social agenda, starting with the first known values-based food boycott in 1791, when Quakers started refusing to buy slave-produced sugar. (I guess he doesn’t see the Boston Tea Party as values-based.)
At the end of the book, he shares some startling and deeply disturbing statistics about genetic diversity. I find it very scary to learn that in the 20th century, 6800 of 7100 American apple varieties have gone extinct, as have 75 percent of varietals across all crops. Yikes!
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ARMAND said,
Wrote on April 18, 2014 @ 12:41 pm
The book about food ils a good read and one van learn a lot I’m sûre reading if. Ils there an y electronic format or that book available yet? As far as good crisis or starvation ils concerned If seems tout me that many African countries with those ruling nos are not concerned with this. In the film food Inc you can learn that the world is hungry and nobody ils talking about it
What ls your opinion ?