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…

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”

Marketing

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

Fundraising, Marketing

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.

Copywriting

Where your environmental blog is getting it wrong.

So, you're an environmental organization and you have a blog. Terrific. You probably think your environmental blog should be about the environment. But, you'd be wrong. Unless you are a blog that is written by journalists who report on the most recent environmental news (like TreeHugger, the Guardian, or Yale Environment 360), your blog should not… Continue reading Where your environmental blog is getting it wrong.