This question from a gentleman in the building industry came my way a couple of weeks ago:

“Now that everyone is building green, how do you separate yourself from the pack? What does it take to sell green to the homeowner?”

It’s a good question and one that is relevant to many businesses outside construction as well. Here is a (slightly edited) recap of my reply:

Hi Dan,

Thanks for your query. Here are some thoughts on your question.

1. In most cases, don’t use Green as your front-line benefit. You’re absolutely right. There’s nothing unique about green any more. In most cases, green shouldn’t be your front-line benefit. However it does play a great supporting role. I like to keep up with green marketing research as much as I can, and every survey I’ve read recently indicates that Americans are continuing to shift more towards Green products. Even the recession hasn’t put a dent in Green spending.

On the other hand, there’s an exception to every rule, and you definitely want to get a good handle on what’s important to your clientele. If you’re selectively marketing to the very environmentally conscious, you might very well want to position your product as a solution to your customers’ environmental concerns. For example, say you’re a solar PV installer in Wisconsin. A recent survey of Wisconsin homeowners who installed solar electric systems indicates that their top two reasons for purchasing were to protect the environment and to reduce their personal carbon footprint. In this case you’d definitely want to highlight the environmental benefits of your product, as well as target your marketing efforts towards the environmentally concerned.

2. Highlight savings, build value. Especially in this economy, saving money is a huge incentive for most people. People are starting to catch on that greener choices often result in savings. Even if your product is more expensive, see if you can show your customer that it’s a better value and will save them money in the long run.

3. Find your prospects’ emotional hot buttons. Many green products also carry other, often related but more personal benefits which may resonate more strongly with your prospects. For instance, they can contribute to more comfortable, healthier homes or be more aesthetically pleasing. Figure out which emotional hot buttons appeal to your customers and show them how your Green products can make them healthier, happier, etc.

4. Keep up with available perks. If you’re a contractor or installer, or sell high-efficiency appliances, make sure you keep up to date with all the federal, state and local incentives available to your customers. These can often tip the balance in your favor. (If you’re a builder or installer, or have implemented green practices in your own business, you may qualify for some extra perks,too! Check out Business.gov’s posts on Green Tax Incentives and Save Money Through Energy Efficiency Laws. )

5. Segment your customer base. Realize that not everybody thinks about green the same way. You can split the population up into a number of categories based on their green buying behaviors and understanding of sustainability issues. Try marketing in different ways to the various segments of your customer base. Referring back to my first point, it’s crucial to understand what’s important to your customers. As a Green builder, you may find that some of the products you offer – say, energy-efficiency products – appeal to people for different reasons, and/or appeal to different people, than others (such as low-VOC paint or reclaimed or recycled building materials.) Although you may spend a little more to develop different campaigns for each segment of your market, you’re likely to greatly increase your ROI by doing so.

6. Educate, educate, educate! Education is really important. A lot of people don’t even have green on their radar screen yet. Many more are interested, but don’t know where to start. You may find they’re looking to you to help them. Do a good job, and they’re likely to spread the word to their friends.

A few ways to generate sales and leads through education:

* In your monthly newsletter or e-zine
* On your website or blog
* Video – on You tube, on your website or given to the customer on CD
* Information packages
* Teleseminars
* Giving classes and workshops
* Contributing articles to newspapers and magazines
* Public speaking to local groups, hosting your own radio show, etc.

7.Get involved. Precious few companies – even ones promoting themselves as Green – actually seek out comunity involvement. If you want to reach the die-hard green crowd (not a large portion of the population but a very influential one), or any other niche that’s important to your business, get involved in their causes. Does your community have a sustainability group or committee? Join! Green Drinks (informal nights out at local watering holes) are another good place to network. How about lending a hand to community projects or charitable causes?

If you decide to go this route, though, be authentic about it. You have to truly believe in the cause and be prepared to pitch in with the group’s agenda. If you’re phony and just there to get sales they’ll know it. But if you stick with it, it will likely pay off very well over time – not just in terms of networking and sales, but socially and spiritually as well.

These are just a few ideas. I’d love to hear your thoughts. What are you doing to promote your own green business?



Anne Michelsen is a freelance writer who helps Green and renewable energy companies enjoy increased attention and greater sales through dynamic sales copy and insightful content.

Subscribe to Anne’s weekly tips and insights into Green marketing and sales writing, and get a complimentary copy of her Green marketing report, Making Sense of the Green Sector: What Every Marketer Should Know About Selling Sustainable Products and Services: greeninkcopywriting.com/free_info

A few months back I published a post about a market study entitled Green Marketing: What Works; What Doesn’t – A Marketing Study Of Practitioners. In the study, a significant percentage of marketers who tracked their responses reported an increase in effectiveness when they used Green messaging in their campaigns.

Quite frankly, I wasn’t intending this post to be particularly insightful. I was simply reporting on some interesting research. I thought the results of the study indicated a heartening trend – that Americans are finally concerned enough about sustainability issues that “green” messaging is actually getting through to them.

However, my little article touched off some intense emotional responses. One man in particular brought up an issue which needs to be addressed, because it touches on the heart not only of responsible marketing but of our very chances of achieving sustainability in our modern world:

Perhaps you should step back and take a look at what you call green marketing… (followed by a lengthy discourse on the environmental consequences of the coal and nuclear plants which power the Internet and make modern commerce possible.)

Green is a self-aggrandizing rationalization that people use to assert that they are living well for the common good of their fellow man and the planet earth. Sorry folks, this posture ended with Plato’s Republic.

He also sent me a scathing private email ending with:

“Do you really believe in what you write? Or, are you selling your soul for the sake of money?”

Wow. Talk about a soul-searching question.

Here was my response:

Yes, you’re right.

Marketing is not green. The entire military-industrial-corporate society we live in is completely unsustainable. But I think one has to start somewhere. There are companies and organizations out there that are working to change it for the better. I’m privileged to work with some of them.

Whether or not the messages in question were honest and worthwhile, or whether it was all greenwashing, and whether it’s even ethical to use green messaging is beyond the scope of this post – good topics for another day, for sure.
Yes I know the whole issue of marketing and business and how it relates to the environment is a sticky one at best. It’s amazingly complex and there are few if any straight answers. I welcome your thoughts.

Privately, I went on to explain that I choose to work with forward-thinking companies so that I can put my talents to their highest and best use: promoting the shift towards a sustainable world. Many of my clients are start-ups, nonprofits and small-scale entrepreneurs. Quite probably I could make substantially more money working with larger, more established companies. (On the other hand, like everyone else, I do have bills to pay and kids on a collision course with college, so offering my services free is just not realistic no matter how much good it may do the planet!) I pointed out that the vast majority of Green initiatives he himself champions can only exist if they’re capable of feeding the hands that drive them.
The next email I got from him was much calmer. “Sorry I came out with my guns ablazing. At the very least, communicating via the internet saves some trees and diesel fuel pollution.” He ended by inviting me to review a feasibility study for his green business!
The Irony of Marketing Green
To be sure, it’s easy to get downhearted trying to be sustainable in an unsustainable society. It’s easy to see “green marketing” as an oxymoron when we think about how many resources we’re still consuming even when we try to cut down on our consumption. But we have to start somewhere. And despite all the greenwashing, if you look at the change in public consciousness in the past five years alone, you’ll realize that collectively, we are making a difference. Personally, I think business and marketing can exist and thrive within a sustainable society. In fact, it has to. Just as sustainability in Nature depends on the flow of energy or life, so economic sustainability depends on the flow of profits. However, achieving such a goal will result in a radically different business climate than we may be used to. We’re going to have to change from a linear to a circular understanding of the flow of both products and profits. Which for many of us will require a radical shift in our physical, mental and spiritual relationship to and understanding of the world we live in.

And what about selling one’s soul?
Well, you could look at it another way.
Sell, baby, sell

Most entrepreneurs I know pour their heart and soul into their businesses. If your soul is truly aligned with your purpose in life, and if your life’s purpose is in harmony with the greater universe, then you should sell your soul. You should promote and sell the heck out of it. Because the more people begin to buy it, the more value – and harmony – you will bring into the world.

I know scores of people who are burning with purpose and are taking real action to make the world a better place. They’re running nonprofits, starting businesses which offer sustainable alternatives to conventional products and services, and working with school districts and government agencies. They’re opening people’s minds and instituting new opportunities and infrastructure that support a sustainable future.

Each one of these people – even if they’re unaware of it – is engaged wholeheartedly and unabashedly in the act of selling.
The trick is to be brutally honest with yourself. Is your reality truly aligned with your ideals? If not, what can you do to bring them closer together? And if they are, are you doing it justice with your sales?

Anne Michelsen is a freelance writer who helps Green and renewable energy companies enjoy increased attention and greater sales through dynamic sales copy and insightful content.

Subscribe to Anne’s weekly tips and insights into Green marketing and sales writing, and get a complimentary copy of her Green marketing report, Making Sense of the Green Sector: What Every Marketer Should Know About Selling Sustainable Products and Services: greeninkcopywriting.com/free_info

As a market force, solar is moving out of its infancy. It’s been interesting to watch its growth spurt over the past couple years. Based on my experience with my own and others’ companies, from following industry conversations on social media like LinkedIn, and from attending educational events such as the Good & Green Marketing conference held last November in Chicago, here is a simple equation describing the solar industry in the U.S.:

Massive public curiosity and interest…

The public has developed a tremendous interest in solar and other clean energy technology. It’s moved from a fringe, “hippy” thing to a mainstream, albeit cutting-edge, phenomenon.

+ general public ignorance…
The public is amazingly ignorant about solar and about energy efficiency in general.

For instance, after attending the Midwest Renewable Energy Fair last June as a solar thermal vendor, my company received a large number of calls from individuals concerned about their high heat bills. They were hoping to knock them down with solar. We had to explain to them that, while solar thermal is amazing technology and can be a cost-effective home heating solution, it’s not usually a good way to combat high heating expenses. Solar is powerful but it’s not fossil fuel. It needs to be used in conjunction with energy conservation. Air seal and insulate first, then think about solar. (In fact, this experience caused us to reevaluate the entire focus of our business. We have since added Home Performance with Energy Star evaluations and air sealing and insulation services to our offerings for a more wholistic, vertically integrated approach.)

That’s just one example. For another one, here’s an experiment you can try for yourself: When solar comes up in a mainstream conversation, try injecting the word “PV” and watch the confused expressions. (For the uninitiated, PV is commonly-used shorthand for “photovoltaics” amongst those in the solar industry)

= huge potential for growth
Taking the above points into account, I believe there is massive potential for expansion in the solar market. I like to think of it as potential energy – like a boulder (public interest) teetering at the edge of a cliff, held back by a number of obstacles at its base. All it will take is the removal of a few stones to unleash the energy that will allow the boulder to fall.

However, many of these obstacles are significant. As I see it, some of the major ones are:

1. Cost – My company happens to be located in Wisconsin, where there are some pretty nice incentives programs. Even so, solar is a big investment and a lot of people still see it as beyond their means. Even with incentives, the payback on PV is too long for the typical mainstream person to consider it. I am optimistic that technological improvements will shorten the payback in the future (and certain that rising energy prices will, too), but for now it’s a major barrier.
2. Ignorance – Despite its rising popularity, solar is still not on the radar screen for the majority of the population. Many more are interested but confused, as in my example above. Also there’s a lot of confusion between solar thermal (which has a relatively fast payback) and PV.
3. Skepticism – based on ignorance and sometimes reality. Comments like these are common: “Can solar really work in the winter in Wisconsin?” (Answer: Yes!) “You’ll never see a payback from solar.” (Answer: It depends on the system. For off grid PV? Maybe not. For the typical solar domestic hot water system? Absolutely you will, typically in 7 to ten years but it could be less depending on your hot water usage.)
4. Fear – of shoddy or incompetent work (happened a lot back in the 80’s and I’m afraid we’re seeing signs of it now as out-of-work contractors and electricians jump on the solar bandwagon); fear of not getting their money’s worth if they sell the property before payoff; fear of the unknown.

What are the solutions? Here are a few:

* Better incentives and rebates - Government seems to be working on this, although it varies a lot by state.
* Financing options – either through installing companies, banks, specialized clean energy financing companies, or municipal programs like PACE (Property-Assessed Clean Energy) financing, in which communities lend money to residents and the payments are added to property taxes. (This also addresses the objection of not wanting to make major investments in a home that one might sell before payback is reached.)
* Education – by schools, churches, and especially business. I personally believe that education should be a major component of any businesses’ marketing plan, but especially when it comes to renewable energy. We need to listen to and dialogue with the public. We especially need to make ourselves aware of questions and objections and answer them truthfully and honestly. We also need to answer in terms our customers can understand and relate to.
* Collaboration – We need to frame our information according to the worldview of whatever segment of the population we’re dealing with. Often the best way to do this is to work together with other non-business entities. For instance, I just attended (as a vendor) an eco-spirituality forum hosted by a local Catholic church and led by a Franciscan sister. That woman was able to speak to the people present in words that resonated deeply with them. I could have gotten up and given them the same information about how important is is to save energy, but she was able to do it so much more successfully than I could have because she framed it in terms of their faith. Churches and other community groups are starting to speak up for the environment and I think any renewable energy business that doesn’t tap into this is missing a very powerful alliance. (I say this very respectfully, by the way.)

Marketing solar is an important and exciting field, and one I’m proud to be part of. I’m sure there are plenty more good ideas and insights out there. What are some of yours?

Anne Michelsen is a freelance writer specializing in helping Green and renewable energy companies enjoy increased attention and greater sales through dynamic sales copy and insightful content.

Subscribe to Anne’s bi-weekly tips and insights into marketing, sales writing and sustainability, and get a complimentary copy of her Green marketing report, Making Sense of the Green Sector: What Every Marketer Should Know About Selling Sustainable Products and Services.

There are a lot of things we can do to reduce our impact on this overstressed world of ours. But while every little bit helps, it's good to realize the difference between products and practices that are truly green and those which are...well...just a little less brown.

Take the previous post. Yes, refining our driving skills will save a little bit on gas and help our autos last longer. But it doesn't change the fact that we're still driving, which is pretty darn brown.

Driving's just one example. Others abound.

Take recycling, for instance. Sure, it's good to recycle. But wouldn't it be even better not to use so many resources to begin with?

As you go about your day, think about the choices you are making. Are your actions truly green, or are they really more like...tan?


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Anne Michelsen helps Green companies build sustainable connections with their customers by providing them with dynamic sales writing and articles and blog posts like this one. Visit her at www.GreenInkCopywriting.com for a free copy of her report, “Making Sense of the Green Sector: What Every Marketer Should Know About Selling Sustainable Products and Services.”
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The big silver Ford Explorer zoomed past me and screamed to a halt at the red light ahead of us. I kept my foot on the clutch and quietly coasted closer...closer...

YES! the light flashed green and, without breaking momentum, I was off and through, before the other driver even got her car going again.

If I sound a little smug, it's for good reason. Stepping on the brakes as little as possible allows you to enjoy these benefits:

- Less wear and tear on your brakes
- Significant gas savings so you pay less at the pump
- The occasional opportunity to blow other drivers away without even revving your engine, which allows you:
- A licensed sense of superiority.

Can't beat that!

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Anne Michelsen helps Green companies build sustainable connections with their customers by writing dynamic sales copy as well as articles and blog blog posts like this one. Visit GreenInkCopywriting.com for a free copy of her report, “Making Sense of the Green Sector: What Every Marketer Should Know About Selling Sustainable Products and Services.”
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I did some laundry this morning, and got to thinking about a workshop my husband attended at the Midwest Renewable Energy Association's Energy Fair a few years back.

The presenter had offered a "free major appliance" to workshop participants. At the end of the lecture on energy conservation, he made good on his promise, passing out...

Clotheslines!

When we moved into our new house, we deliberately decided against purchasing a clothes dryer.

I have no regrets. Sure, it takes a little longer to hang the clothes instead of just chucking them into the dryer, but we saved several hundred dollars right off the bat. But that's just the start.

According to the California Energy Commission, the average dryer lasts about 18 years, and costs about $85 per year to operate. At that rate, over its lifetime you will spend $1,530, just getting your clothes dry a little faster. (And future costs will be more, of course, as energy rates skyrocket.)

Compare that to the cost of a simple clothesline: $5, give or take a buck or two.

Some other advantages of doing it the old-fashioned way:
In dry winter weather, letting your landry air-dry helps humidify your home.
You'll have less wear and tear on your clothes, so they'll look nicer longer.
You'll take a load off your conscience, realizing that you've eliminated the future disposal problem of a big hunk of solid waste, not to mention kept mercury out of the environment (if your electricity comes from a coal-burning power plant)
If you don't already have a dryer, and elect not to get one, you'll save gallons of diesel fuel that would have been burned in transporting your machine, not to mention the savings on your back getting it into your basement!
My tall friend Liz tells me she swears by hanging all her family's jeans to prevent them from shrinking up and becoming highwaters. (I'll take her word for it, being on the short side myself.)
We live a block away from a laundromat, so in a pinch I do have access to a dryer. But it's been 2 1/2 years since we moved into our house, and so far I've never felt I needed it.

So if you're looking for an easy way to give your environmental conscience a boost, go wash some clothes, and hang 'em!

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Anne Michelsen helps Green companies build sustainable connections with their customers with her dynamic sales copy and marketing expertise. Visit www.GreenInkCopywriting.com for a free copy of her report, “Making Sense of the Green Sector: What Every Marketer Should Know About Selling Sustainable Products and Services.”
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