The Clean and Green Club, March 2020

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

Coronavirus and the Other Way My Life Changed

My heart goes out to you if you have the virus, if a loved one or friend or colleague has it, or if you are in quarantine. I feel for you if you have a child who’s suddenly and unexpectedly home while you’re supposed to be at work–or who has worked so hard for their theater production, senior concert, sports team, etc., only to have the floor kicked out from under them in what should have been their moment of glory.

And if you have a retail or hospitality business that finds itself at 10 percent of normal sales or has had to close, and suddenly have no reliable income, of course I want to send you a virtual hug.

This virus is another reminder that change can happen in an instant. Change happened in my life a year and a half ago when my stepfather was killed in a crosswalk by someone looking at her GPS instead of the road. As someone who believes in restorative justice, I actually wrote a letter to the court saying I saw no purpose in sending her to prison and that our family’s preference was to see her sent instead to talk about distracted driving to school audiences.

The day of the hearing was the first time we met or communicated directly. She is extremely repentant and I came away from the hearing (where our request was accepted) deeply moved.I’m writing this on Sunday morning, March 15, which is Yoshi’s birth anniversary. He would have been 90. This afternoon, my wife and I are going to the cemetery with the woman who struck him. We have not seen her since that first meeting at the end of the hearing. Her own mother passed away earlier this week, long after we made this plan.

Back to the Coronavirus. I recognize the need to take precautions. Even though the yoga studio I frequent wiped everything down regularly, I went out and bought my own yoga mat, finally–and then they went virtual, as I suspected they would. Instead of a full-on hug, I’ve done half-hugs around the edge of the shoulder, turning my face away–or fist bumps, air hugs, and other contrivances (I judge the level or risk individually). I’ve chosen not to participate in some activities and have had many others canceled by the organizers. I was still willing to dine out (in a nearly deserted restaurant) Saturday at lunch, doing what I can to help local small businesses survive this time–but avoiding lunch buffets. When the first case of the virus showed up in my area Sunday, I knew it was time to change my behavior. And then it became moot when the governor ordered a statewide closure.

But I also think the paranoia is getting out of hand. If you or a family member are not immunocompromised, most cases of the virus are not deadly, but a mild annoyance. Hoarders stocking up on things they don’t really need are denying them to people who do have a need–like hospitals. And if hugs go away, that will also have negative health consequences. Touch is just as much of a basic human need as food and water.

And for guerrilla marketers able to seize the moment, even the virus can create opportunity. I’m about to go live with an offer to do “virusless virtual” resume consultations. I’ve done them in person since 1977.

And now, on to this month’s articles.

–Shel

Even a World-Renowned Marketer Made This Crucial Mistake—But YOU Won’t!

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What’s the most important copywriting lesson you’ve ever learned? For me, it was to make the copy about their needs, problems, or goals and how you can help address them—not about how great you are.

Recently, I got a mailer from one of my favorite marketers, someone I would legitimately call a genius and have enormous respect for. But this piece of copy didn’t just violate that rule, it trashed it. Here are a few excerpts, starting with the very first line:

  • “I just did something quite unfathomably amazing – even for me.”
  • “When I went to review my [name of product]” – I realized that “IT” was outdated, superficial and far beneath my capability to truly innovate and orchestrate monumental breakthroughs.”
  • “What I delivered over those four-sessions – especially the day two and day three, non-stop six-hour, mega-original breakthrough thinking on how to blow your competition away – using utterly heretofore unknown [strategy] was… well, it was EPIC.”
  • “I did not include anything mundane, redundant or even marginally commonplace in even a minute of the 720 minutes of pure, unparalleled mastery that I shared.
    “Nothing I revealed has been discussed anywhere else, by anybody else, anytime else – Nothing!”
  • “We’re talking about me explaining the psychology of…”
  • “We’re talking about me explaining with exacting details, total precision, amazing scope of nuancing…”

Yup. We’re “talking about me,” all right. And not a lot of people want to hire egomaniacs so wrapped up in their own greatness that they forget it’s about serving the client.

Second-most important lesson: Get feedback on your copy before you send it out.

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.

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Would I Lie to You?

Would I Lie to You: The Amazing Power of Being Honest in a World that Lies, by Judi Ketteler

I kind of expected this would be an extended version of the biblical commandment not to lie. But it’s far more nuanced. Ketteler recognizes that “prosocial” lies can serve a purpose of softening a painful message, as she did when someone barged into her swimming lane in a local pool. There was nothing to be gained by making the man feel terrible, so she told him it was a common beginner mistake that she and others had done.

A much more consequential example is protecting hidden Jews from certain death during the Holocaust (p. 65). While that was extreme, it fits in with her identity as a liberal-to-progressive who works to improve the world; she devotes significant space to confronting her own and society’s racism, for instance (pp. 233-236).

She also recognizes that not every truth is necessarily ours to tell. It is not necessarily your role to disrupt a happy marriage by revealing a secret you came across accidentally (p. 188).

Yet, she also argues the other side. She calls herself (and us) out for things like half-truths, omissions, failing to speak up, conflict of interest, exaggeration, unexamined claims, lack of candor (all pp. 45-49 and elsewhere), and sidestepping (p. 128 and elsewhere).

It’s a deeply personal book. We watch her struggle throughout the book with what she calls an “emotional affair”: a nonsexual but deeply intimate friendship with a man who is not her husband, a friendship that could have turned sexual in a heartbeat. How does this affect her husband, his wife, and both of their kids? And we watch her wrestle with several other demons. She also brings up many larger social issues, such as why we hate being lied to but are so willing to distort the truth to others, and what types of identities we can define ourselves with to help us in the honesty struggle (“I am a person who tries to tell the truth,” p. 120), and how we can define others with uplifting messages such as “you could be a helper” instead of “please don’t cheat” (p. 112).

It’s also very well-researched. In addition to the 9-page bibliography, she also includes material from 18 primary-source interviews, mostly with the top researchers studying honesty issues. Unfortunately, it’s missing an index—but it does gather all 11 Honesty Principles introduced at various stages onto a single page (p. 249).

This book evolved out of several shorter pieces and an “honesty journal” kept over several years. In that journal, and in this book, Ketteler argues with herself. Is she sugar-coating how hard it is to be honest? Trying to make herself look too virtuous and failing to note her faults and honesty failures? Has she set the right tone with her clients, her kids, her husband, her dead “screw-up” brother, and even the guy at the pool?

I took five pages of notes. You should read it.

Disclosures: I’ve subscribed to Ketteler’s communications-focused newsletter for several years, and have corresponded with her often about articles she’s posted. I’ve also had my own journey with ethical issues, identified honesty and integrity as two of three key business success principles in a book I wrote in 2003, and keep a public (Facebook) Gratitude Journal where I talk about the good things in my day. I am fully aware that I could chose not to sugarcoat. I could write a daily “grumpitude journal” instead—but I don’t see Andy Rooney as someone to emulate. The truth of my day, the fully honest picture, would include both gratitude and grumpiness—but my journal’s openly stated goal is to bring more happiness into the world. I am under no obligation to increase others’ sorrow and stress by dwelling on my own, plus I believe that the things we pay more attention to begin to dominate our lives, and thus I choose to focus on what I’m grateful for.

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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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