In talking with successful green businesses owners, marketers, and
market researchers from across the nation, I've noticed that all of
them speak of the same basic combination for success in the green
marketplace. Individual companies or business owners may express their
tenets in slightly different ways, but a number of common threads weave
through their philosophies of success. Here, I've tried to distill the
essence of a dozen conversations and seminars into a coherent list of
steps to marketing your own business in the green economy.
Whether you are selling goods or services, organic apples or wind
turbines, here are a few basic points that you cannot afford to ignore.
The Eight
Non-Negotiable Steps to Marketing Your Green Business
1.
Always make "it" about the customer.
The temptation of many businesses when putting together marketing
messages, ads or websites, is to tell the potential customer all about
their business. They introduce themselves, give the company history,
talk about their commitment to whatever cause, and throw in a picture
of the company cat lounging across a keyboard. They talk about how good
the product or service is and about how it has often been copied but
yet to be matched.
You've probably read sales materials like this. Heck, I'm not too proud
to admit that I've written sales copy like this!
The problem is that customers are really not interested in getting to
know you as an owner, your cat, your company history, or even how great
you feel the quality of your product is. Customers always want to know
what is in it for them. To create a functional sales and marketing
message, you must bring the issues home for the prospective customer.
Study after study have shown that the marketplace is interested in
value of a product first, then price, then the social responsibility of
their choices. This hierarchy is true of all market segments, including
nearly all green or socially concerned consumers.
Do you make or sell zero VOC paints? Speak to levels of harmful
off-gassing from standard commercial paint products. Bring the message
home by pointing out that some of these chemicals have been implicated
in childhood asthma, migraine headaches, or even ADD. Explain that your
products are toxin free and created with natural ingredients through
making it real for the person you are marketing to...With your paint,
their home will be a healthier place for the consumer's family.
Does your company grow or sell organic foods? Sell by pointing out the
superior nutritional value of organic foods and the numerous studies
pointing to high levels of pesticides in common foods. Bring it home
first, then speak to the sustainability of your operation and the
environmental stewardship of choosing organic produce as a secondary
factor.
2.
Be committed to educating your market.
Read the complete eBook, The Eight Non-Negotiable Steps
to Marketing Your Green Business by registering here. You
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