Marketing

Three reasons case studies are more powerful than testimonials

Just the term case study evokes something serious. And it should. Some estimates put the case study as the second most powerful selling tool behind the white paper. But many green businesses are falling behind, even though a green business is in a perfect position to offer case studies. Why is that the case? Green businesses… Continue reading Three reasons case studies are more powerful than testimonials

Copywriting

Why Belief is one of the most powerful marketing emotions…

I re-post this article every holiday season, not just because I have a sentimental attachment to the picture above, which is from a shirt I was wearing the day I was asked the funniest question of my life, but because even now, years later, the question is so relevant. Maybe it's one of those "you… Continue reading Why Belief is one of the most powerful marketing emotions…

Marketing

Not sure what sort of sustainable content to write? Read this.

In the writing world, there are two types of people: plotters and pantsers. Plotters are outline people. Using the lessons learned in high school English, plotters know their writing path from start to finish, and all the checkpoints in between. Pantsers write with only their creative gut as a guide. They sit down to a blinking cursor on… Continue reading Not sure what sort of sustainable content to write? Read this.

The prospect, Uncategorized

Take a Page From Fiction Writers and Get Past Emotions

If you feel angry about something, it's likely you're angry, right? Actually, not quite... Fiction writers are masters at showing (without outright telling us, of course) this subtle difference. As environmental writers, it's to our direct detriment to ignore this delicate dissimilarity. What's the connection between emotions, feelings and actions? Let's first start with emotion,… Continue reading Take a Page From Fiction Writers and Get Past Emotions

The prospect

7 ways your environmental message can “win”

You know that guy... the one who "wins" at life? We all know someone like that. The guy who's a little obnoxious at a party or a function for your kids school (because, let's be honest, his kid is a "winner" too). But seriously, he most likely rocks it at work. Why? Because he's a… Continue reading 7 ways your environmental message can “win”