Listen, we all know what’s going to happen when we’re approached by an environmental organization. And what’s worse, we know you are probably using some specific tactics to make me ACT NOW. For the savvy prospect, here are the urgency methods we’re likely to see right through. These also happen to be my personal top … Continue reading How URGENT marketing is ruining environmental communication
The most powerful, most truthful writing speaks to just one person. If you’re not a copywriter or marketing manager, that might not make sense. But writers have a trick up their sleeve when it comes to picking their audience. Instead of appealing to the masses, instead of trying to reach the hearts of a large … Continue reading How Do You Talk to An Environmentalist?
“What’s in it for me?” Faced with any kind of decision, we’ll answer that question. The human mind has highly evolved decision making skills. You can bet that regardless of how high-achieving your mission is, your average donor is still looking for a really excellent answer to the above question.
The picture above is from a shirt I was wearing the day I was asked the funniest question of my life. Maybe it’s one of those stories that won’t come across as well in writing, but it happened nearly a decade ago, and I’m still giggling about it. My daughter was approaching her first birthday, … Continue reading Why Belief is one of the most powerful marketing emotions…
Just the term “Case Study” evokes seriousness. 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. Green businesses offer a buyer something unique. … Continue reading Why You Should Invest in Case Studies
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 How to prepare for enough environmental content.