Going Green http://guerrillamarketinggoesgreen.com Shel now offers not only copywriting and strategic marketing planning based in Green principles, but also helps unpublished writers get published.
Going Green http://guerrillamarketinggoesgreen.com 1. You describe yourself as an ethical/green marketing expert. How does ethical/green marketing differ from ordinary marketing?
You come at marketing from an attitude of service, of helping others. And of course you DON’T cheat or mislead or overhype or (fill in your own pet peeve).
2. Your eighth book is “Guerrilla Marketing Goes Green,” with a co-author who’s done more than 60 books. You have a foreword by Stephen M.R. Covey and more than 50 endorsements. What’s guerrilla marketing, and what’s Green guerrilla marketing?
Guerrilla marketing is a term coined by my co-author, Jay Conrad Levinson, back in 1984, when he published the first Guerrilla Marketing book. It’s the idea that you can be nimble and quick, just like a military guerrilla–sometimes that means you’re in and out quickly before your big, slow, lumbering competition has a chance to react.
Green guerrilla marketing sharpens the focus to look at the impact of a business on our environment, to shape that impact so it’s positive, and to tell your Green story so effectively that the world begins to seek you out.
Incidentally, when you think this way, all sorts of “impossible” things become possible–and wonderful. As an example, I not only agented this book myself to a major NYC-area publisher, I brought in Jay and his famous brand, I brought in Stephen M.R. Covey for the foreword, and even wrote my own back cover (something most authors never get to do when working with a major publisher).
3. People tend to think of ‘Green’ anything as expensive and complicated. Is that true for Green marketing?
While it sometimes happens that way, it certainly doesn’t have to be! In fact, the Green ways are often cheaper and simpler–on both the marketing and operations sides. It’s a wonderful situation because if you understand this, doing the right thing becomes a no-brainer.
In the book, I highlight the remarkable work of Amory Lovins, who shows over and over again how the same amount of money and energy and time can be used to achieve, say, a 60 or 80 percent energy saving as a 10 percent reduction. So why not do the big, bold move and channel that expenditure toward the much more dramatic savings, by thinking holistically. For instance, he was hired to lower the energy cost of an industrial facility. He yanked out the narrow, twisting pipes and replaced them with wide, straight ones. The reduced friction led to an astounding 92 percent reduction in energy consumption (and thus, carbon footprint was reduced as well). Lovins’ think tank, Rocky Mountain Institute, was recently hired to do a “deep energy retrofit” on the Empire State Building of all things, and I’m sure that will not only pay for itself in dramatic savings but become a model for how to Green an old and very inefficient building that happens to be a national icon.