The Clean and Green Club, July 2020

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Shel Horowitz’s Clean and Green Marketing Tip: July 2020

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Reading an article on the Singapore-based Eco-Business site (often a wealth of fresh thinking to my American eyes) called “Build Back Better,” about ways we can mitigate the climate crisis as we reopen, I got the idea to start a community on the theme of building back better—but not just for climate change. I envision a portal with resources and ideas to create better futures in criminal justice/policing, nonviolent defense, equitable housing, transportation, community food self-sufficiency, education, the work world, democracy… There’s a ton of great stuff out there, but I’m not aware of a one-stop resource that crosses silos and disciplines, reaches people with a wide range of passions, interests, skills, and demographics, and has the power to create change. I put up a blog post about what this might look like, including a call for several different types of volunteers. Interested? take a look at https://greenandprofitable.com/build-back-better-lets-start-a-movement/

Don’t Poke Your Eyes Out Before You Take Your Road Test

On a discussion group, I saw a note from a small publisher grousing that nobody told her how hard the marketing would be, that she’d spent $20,000 on her websites and getting the book designed and the first 100 copies printed, but had sold exactly two books. She’d just put another $3,000 into advertising. She didn’t discuss what it cost to translate the book into three other languages and publish again.

I went to her website. I am betting that the $3K will also be wasted.

But I can’t feel too sorry for her. I don’t understand why anyone would sink that kind of money into a project without doing the most basic research into why and how people buy books. It’s like taking your driving test after you’ve deliberately poked your eyes out. It’s hard to imagine any outcome other than failure.

Look at the two screen shots—and know that these are the whole thing. There’s no other content on the pages.

Can you spot the mistakes?

Here are a few I came up with in a very short visit to the site:

  • The cover looks like it was designed for a textbook around 1952.
  • For a consumer audience, the title needs to state a point of view and/or a problem/solution. Something like How Your Lymph System Could be Sabotaging Your Health—and How to Turn it From Enemy to Ally (note: I have not read the book and have no idea what the book advocates, other than this statement in the original note I saw:
    “For me the decision to write a book was prompted by two factors – first, that I had upended a conventional medical belief, and second, that part of the data I used to do that was not available to anyone, anywhere. Part of the source material which was unavailable came from an ancient text from the late 1700’s. If you could find the book to purchase, it would have cost 5,000 pounds. My obsession with the lymphatic system was coming from a completely different place than medical professionals – and I developed methods to manipulate the deeper lymphatic system externally, unlike others who do lymphatic drainage massage.” Lymphatic Anatomy: Ancient Art, New Directions tells the reader nothing.
  • There is no selling copy whatsoever. Nothing about who it’s for, why it’s important, how it will help the reader, what kind of research went into it, the authors’ credentials (other than the secondary author is an M.D.)…nada!
  • If the book is designed for ordinary consumers, the $125 pricetag is a nonstarter. If it’s aimed at medical professionals, the price is not a big issue but the nonstarter is the main author’s lack of credentialed expertise. And we don’t have any idea of what kind of role the secondary author, who is a doctor, brought to the project, or what that doctor’s relevant credentials are. We don’t even know anything about why Chinese medicine is germane.
  • No third-party credibility. No reviews, no testimonials, no case studies accompany the visual presentation of the book. It’s supposed to stand on its own and convince people to buy, on the “strengths” of the terrible cover, the high price point, and the lack of any reason to buy.

Whatever product or service you’re offering, don’t make these kinds of mistakes! Your marketing has to make sense, and so do your product and your pricing. You have to know who your audience is, how to reach them, and what messaging will resonate.

If you’re unsure, call in a professional. I have a few slots left for new clients. If your product is a book, I’m an experienced book shepherd and book marketer who can help you produce a quality product, keep you from making expensive mistakes, and help you find skilled, affordable vendors. If you run a green or social entrepreneurship business, you’ve found your expert in that realm as well. If you’re in a different industry, I may or may not have industry expertise but can certainly help you with the marketing. Eight of my ten books are on marketing, and only Grassroots Marketing for Authors and Publishers is industry-specific. Four of those books are specifically for green and social change companies/organizations.

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Discover why Chicken Soup’s Jack Canfield, futurist Seth Godin, and many others recommend Shel’s 10th book, Guerrilla Marketing to Heal the World (and download a free sampler). Autographed and inscribed copies available.

Tomorrow (July 16) is the final day of Mari-Lyn Harris’s Kindness Matters virtual summit. I’m debuting a brand new talk, “Making Kindness Profitable,” at 5:35 p.m. EDT/2:35 p.m. PDT, with Q&A to follow. The whole conference looks terrific; if you open this today, you may want to check out the earlier sessions: https://heartatworkonline.org/speaker-schedule-kindness-matters/

Insight-packed five-minute interview by Mitchell Levy https://www.thoughtleaderlife.com/thoughtleaderlife/thought-leader-life-455-guest-shel-horowitz/

Back in March, I responded to a reporter query on corporate social responsibility (one of my fortes). I just received a note from the reporter that the story was published late last month, and I was very pleased with the way it came out. I talk about one of my favorite examples, a company that addresses poverty, the environment, and quality of life all at once, through solar LED lights. And I enjoyed reading the examples other experts provided, too: https://blog.submittable.com/csr-examples/

Also quoted in some depth on whether socially conscious advertising is a good thing. Not surprisingly I argue that it is, and back up my claim with facts: https://www.verywellmind.com/does-socially-conscious-advertising-work-4847116

View highlights from (and listen to) more than 30 podcasts ranging from 5 minutes to a full hour. Click here to see descriptions and replay links.

Join 4x #1 International Bestselling author Teresa de Grosbois & Co-host Pam Bayne for a 2-hour live fully interactive clinic you’ll do exercises aligned with where you’re at in creating and writing your book. We’ll be live-polling the attendees to see where you’re at right now and what you need to get your #book #completed. https://www.retreathostingcostarica.com/writers-clinic

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The 100% Solution: A Plan for Solving Climate Change

The 100% Solution: A Plan for Solving Climate Change, by Solomon Goldstein-Rose (Melville House, 2020)

At age 22, Solomon Goldstein-Rose served a term as the State Representative for a district that borders mine. He left the legislature to work full time on climate change, and he and I have had many climate discussions over the years. When I found out he’d released a book, I asked for a review copy.

The title would be more accurate if it said “Solutions”, not “Solution”; Goldstein-Rose’s whole point is that if we break up the causes of climate chaos into separate industries and sectors, multiple solutions can be woven together to create a carbon-neutral or even carbon-negative world: a meta-solution with many components woven together into a coherent approach, where no single approach could come anywhere near eliminating 100% of atmospheric carbon. He even gives percentage ranges that each can theoretically accomplish.

The well-researched book offers four questions to evaluate carbon remediation strategies (pp. 21-22):

  • Is it cost-competitive?
  • Can it scale up fast enough?
  • Does it rely on mandates to industry or on individual choices? Mandated behavior change will be a lot faster—but in MY opinion, encounter more hostility.
  • How much lifestyle change will it require? The more change, the lower the rate of adoption.

Also five pillars for addressing carbon globally (p. 4, explored in detail with a chapter for each, pp. 83-195):

  1. (Clean) electricity generation
  2. Electrification of processes now powered by carbon-intensive fossil fuels
  3. Synthesized fuels
  4. Non-energy shifts
  5. Carbon sequestration

Pillars 1 and 2 are all about getting our electricity generation as clean as possible, and then switching many energy-hogging activities to that clean electricity. Pillar 3 is about switching to carbon-free artificial substitutes for systems that really need concentrated, consistent energy (jet airplanes, for instance, p. 125). Pillar 4 covers the impact of industries like agriculture, logging, and cement. And Pillar 5 extracts carbon from the air and puts it, quite literally, “where the sun don’t shine”—usually deep underground.

In general, while I have concerns about the environmental and social impacts of several of his recommendations, I basically approve of his approach and am grateful for his meticulous number-crunching and numerous references (which would have been even better if the book had an index).

But there’s one “solution” he gives a lot of weight to that I am convinced is a serious mistake: He’s strongly in favor of nuclear power (pp. 96-105).

I’ve already made the arguments against nuclear power, many times. You can find a condensed version in the brief update I wrote for a new Japanese edition of my first book, Nuclear Lessons, following the Fukushima meltdown in 2011: https://goingbeyondsustainability.com/wp-content/uploads/2017/06/Nuclear-Lessons-Intro-2011-2017-tweak.pdf 

There’s also one potential 6th pillar he dismisses that could make up for not using horrific, unsafe, toxic nuclear technology: He almost completely ignores conservation/efficiency, other than calling them a distraction (pp. 41-46) and only hinting at the significant positive contribution they make on pp. 200-201. There’s also a passing reference (p. 147) to eating less meat as a way of reducing carbon impact (which, as a vegetarian since 1973, I certainly endorse—but as just one conservation step among many).

The research on conservation and efficiency is clear. We’ve already cut our energy use drastically by switching from incandescent to LED lighting, insulating our buildings, etc. But that’s only the beginning. The US still uses well more than twice as much energy per capita as, say, Denmark or Britain—places that offer comparable or better quality of life by most metrics.

And by designing systemically and holistically, there are far more opportunities to conserve. For example, when the Empire State Building underwent a “deep-energy retrofit” several years ago, it achieved energy savings of over $4 million per year, with just a three-year payback. Multiply by billions of buildings, and we begin to see what’s possible. As Amory Lovins, founder of Rocky Mountain Institute (a major player in the Empire State Building project), notes (in this admittedly dense article), when we have different energy efficiency systems working together, we can gain exponential energy savings. And that translates to vastly lower carbon footprint. I discuss Lovins’ amazing work in much more accessible language in my latest book, Guerrilla Marketing to Heal the World, along with several other equally amazing “practical visionaries.”

Connect with Shel

Turn Your Sustainability/CSR Report Into Powerful Marketing!  http://goingbeyondsustainability.com/turn-that-nobody-reads-it-csr-report-into-a-marketing-win/

About Shel

 

Speaker, author, and consultant Shel Horowitz of GoingBeyondSustainabiity.com helps businesses find the sweet spot at the intersections of profitability with environmental and social good — creating and marketing profitable products and services that make a direct difference on problems like hunger, poverty, war, and catastrophic climate change. His 10th book is Guerrilla Marketing to Heal the World.

 

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