How you choose to communicate has just as much of an impact as the work you do, your public image, and your words. Taking a cue from the great Poet-Scientists, we learn a few things for today's environmentally minded prospects.
Category: Marketing
Linking traditional marketing methods to the unique communication needs of environmental organizations.
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
Stop Using the Term “Green Business”
A "Green Business" used to denote something specific, yet vaguely hippyish. Today, that should be our starting line. What successful company today doesn't want to do good for the environment?
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.
This burden is too big too carry. Plus it’s masking the one thing that makes you unique.
In the face of so many rising supervillains, it's easy to want to fight for the greater good. But that's not in your mission statement.
Drink a beer, help the environment
Warning: If you are a writer, blogger, communications manager, marketing manager or environmentalist and don't drink beer, you might as well move on. You probably won't get it. Long ago, when crowded, indoor events like the Great American Beer Fest in Denver were still happening, I got to witness first hand how people make choices. Now,… Continue reading Drink a beer, help the environment
Be careful how you label yourself. That’s the label others will use for you too.
These days, the term environmentalist comes with an absolute rack full of baggage. If you are an environmental organization or a green business, I’m sure you are staffed with people who feel some connection with the term. After all, what good would an environmental organization be if it wasn't staffed by people who align their… Continue reading Be careful how you label yourself. That’s the label others will use for you too.
Pay close attention. These girls have a lot to teach us about “selling” the environment.
Like a lot of people, I shudder at the word "sales." But as a child, I do remember one moment where the thrill of the sale was worthy of a good squeal. Even at the tender age of 7, I knew people didn't come to the grocery store to buy Girl Scout cookies. Their agenda was to… Continue reading Pay close attention. These girls have a lot to teach us about “selling” the environment.
What Makes an Exceptional Environmental Website – Part I
Why is someone on your website? Or, perhaps, the better question is...Why do you have a website? That may seem like an obvious answer. But environmental organizations today face some new challenges when creating or updating websites. The main obstacle arises from the shifting, fluid importance of today's website. And, equally important, the shifting expectations of readers… Continue reading What Makes an Exceptional Environmental Website – Part I
Find the happy people
It's a major misconception that happy people aren't serious enough about serious issues. But beware, writing off happy people as ditsy or shallow is at your environmental organizations peril.
Copy for Change 