Author: Shel Horowitz—Green/Ethical Business Expert

A lifelong activist, profitability and marketing specialist Shel Horowitz’s mission is to fix crises like hunger, poverty, racism, war, and catastrophic climate change—by showing the business world how fixing them can make a profit. An author, international speaker, and TEDx Talker, his award-winning 10th book, Guerrilla Marketing to Heal the World, lays out a blueprint for creating and MARKETING those profitable change-making products and services. He is happy to help you craft your messaging and develop profit strategies. Learn more (and download excerpts from the book) at http://goingbeyondsustainability.com

By Posted on Posted in Ethics: General, Marketing Trends/News, Transparency vs. Secrecy, Web 2.0/Social Media Tagged with , , , , , , ,

Perry Marshall has a really good article about online privacy concerns, the Google experience yay and nay, and Google’s first real competitor in general search–Bing. It’s getting a lot of comments, including this one from me. I discuss not only transparency vs. secrecy, but also the Google user experience, talk about the USP (Unique Selling Proposition) I think Google might operate under, and point out the business opportunity that grows out of our society’s lack of privacy.

One point I didn’t make is that in dystopian-totalitarian novels like 1984 and Fahrenheit 451, the very tools that provide information and entertainment also eliminate our privacy. While at least in the US, this information gathering has been used primarily for commerce rather than social control, the potential is very real.

The rest of this post is what I posted to Perry’s site:

You write, “Google has done a glorious job of doing what I encourage all my customers to do: Create offers that are so sensationally irresistible that you can’t help but use their search engine. They’ve beat all comers fair and square.”

This is sooo true. If ever there was an example of a huge USP, it would be Google’s. I don’t know how they phrase it, but it may as well be “we let you actually FIND what you’re looking for…in nanoseconds.”

And because they honor and deliver this USP, and because they were smart enough to make ads user-friendly, they have a vast revenue stream. But remember that search was there before ads, a couple of years before, in fact.

As pointed out above, we haven’t had privacy for decades anyway.

–>I feel the lack of privacy is actually an *opportunity* for entrepreneurs. Since we have no privacy anyway, why not run your business with a high degree of transparency and turn it into a marketing advantage? Why not do the right thing and be thoroughly ethical, and then demonstrate this to the world so they beat a path to your door? (This is something I advocate heavily in my award-winning sixth book, Principled Profit: Marketing That Puts People First )

Back to Google: my concern is not *privacy*, but *piracy.* Google’s respect for others’ copyrights is often in conflict with its desire to index the world’s knowledge. As someone who creates a lot of intellectual property (including eight books), it concerns me deeply that Google assumes the right to index first and ask permission later. I could definitely see circumstances where work created (say, for a high-paying corporate client) should not be placed in the public stream. Google claims to be and for the most part acts as a highly ethical company, but on the issue of intellectual property control, I disagree with their approach.

Still, I’ve been an avid Google user, because it does deliver that USP, and that’s something I need.

I wasn’t familiar with Bing prior to reading this article. Did a search for “shel horowitz” and saw very different results than Google. 1,100,000 hits versus about 23,400 on Google (a number that shifts daily between 14,000 and 54,000). Bing’s results heavily skewed toward big portal sites like Facebook (very first result) and Amazon Subsequent pages (I looked through page 3) include a lot of the blogosphere/podcast interviews I’ve done for others, and some of my major media hits. Only three of the top ten were my own sites. Google’s results skew heavily toward my own sites. I love the popup feature on Bing, and expect that Google will implement something similar; this may be Google’s first real competitor for generalized search. (For specialized search, I’ve often turned to Clusty, Ask, and portal-specific search tools.)

By contrast, on Google, I have 7 of the 12 results on page 1. Google itself has positions 4 (Google book search) and 12, and my twitter and Facebook profiles, along with a book review on an outside blog that was published this week, fill out the page.

GMail is still the best web-based e-mail client I’ve used, but that ain’t saying much. I vastly prefer download-based email such as Eudora. Surprisingly, my biggest gripe with GMail is that its search function is just plain horrible. Something you’d think they of all companies could have figured out better. My other gripe is that you can’t do much in the way of batch processing, and dealing with one e-mail at a time, especially over the web, for anything except delete is frustratingly slow.

Shel Horowitz, ethical/effective marketing specialist
https://shelhorowitz.com

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By Posted on Posted in Business Ethics, Ethics-International, General Commentary, Politics, Social and Economic Justice Tagged with , , , , , ,

Pope Benedict XVI’s third encyclical is a sweeping, 144-page document addressing and interlocking a wide range of social issues. He calls on the financial industry to tame its greed and turn to ethics, asks the United Nations and individual governments to address deep-rooted poverty issues–not only from economic development perspectives but also making sure these countries have a voice and a seat at the table of power–a political shift, in other words.

Good coverage in the Washington Post (see above link). And a shoutout to Allan Holender of the World Wide Association of Zentrepreneurs, for bringing this important document to my attention.

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By Posted on Posted in Blog Tour, Web 2.0/Social Media Tagged with ,

Note from Shel Horowitz: As a blogger, I feel some responsibility to participate in the wider blogging community. And thus, if someone with an appropriate book for my audience (ethics, marketing, sustainability, etc.) asks me to be a stop on a blog tour, I’ll say yes if it makes sense.

Today, I’m the blog tour host for MaAnna Stephenson, author of Just the FAQs eBooks Series. Here we go:

Q: You’ve written a bunch of little e-books about the Internet, covering blogs, RSS, articles, and websites. What led you to write these, and what’s your background?

A: Each of the four books is about forty pages and I decided to split them up that way so folks could pick and choose books covering a topic in which they needed help. The books are small because they are to the point and don’t have a lot of fluff. They guide folks step-by-step through the process of fully customizing and optimizing their online presence.

I’m an electronics engineer and have decades of experience writing technical documentation and training manuals. I also designed sites for non-profits and small businesses for over a decade. I took a break from that while I did an intense research project for over four years that resulted in the material published in The Sage Age – Blending Science with Intuitive Wisdom, which was featured in Publishers Weekly shortly after its debut.

When I began creating an online presence for that book, Web 2.0 had become all the rage. I wanted to make use of blogs and RSS feeds in addition to a website. I was shocked at how little documentation there was on how to make the most of these tools. I simply documented the process as I went through creating my own resources. When my editor had questions about optimizing her blog, I sent her the documentation. She was so excited about having such a great resource that she encouraged me to publish. That’s how the blogs, feeds, and articles books came to be. I wrote the websites book from my experience working with clients. It has the same three worksheets that I gave folks to help them organize the material for their site. It also advises folks on the expensive pitfalls some of my clients experienced on their first site.

Q: Why should the average non-techie entrepreneur care about something like RSS?

A: RSS feeds are one of the most powerful companion tools you can add to your blog. Most folks follow more than one blog. Instead of having to go to each blog to see if there is a new post, they can simply subscribe to any blog that has feeds. Every post is then delivered to their feed reader and they can view them all in one place. Think of a feed reader as a personalized virtual newspaper. Feed readers are becoming very popular, not only for convenience, but to cut down on spam as well. Folks no longer have to give out their email address to each newsletter owner just to find out what’s happening with them.

Feeds can also be delivered via email or to mobile devices. Podcasters can use feeds to list on iTunes. Even if you run an opt-in email list, you should still offer an RSS feed subscription to your blog. You don’t want to miss out on the growing trend by not making it available. They are easy to install and no maintenance is required. They also allow you to collect statistics, or metrics, on your subscribers.

Q: How does RSS compare with e-mail, and with social media like Twitter and Facebook–what are the advantages of each?

A: All of these broadcast tools are slightly different in scope. Each allows you to deliver current information, but each has different advantages and limitations. RSS feeds allow you to deliver your entire blog post, including graphics via email, or in plain text sans graphics to a reader or a mobile device. The safest way to deliver email, such as a newsletter, is in plain text and it cannot be reformatted to be read well on a mobile device. Both of these delivery systems allow you to include far more information than you can on social media sites like FaceBook, and especially on Twitter, which has a 140 character limitation. However, Twitter and FaceBook are both very useful to announce that you have a new blog post and that will drive more traffic to your site. That is another reason why blog posts are becoming more popular than a newsletter. FaceBook and Twitter are also great tools for acquiring more followers.

Q: Your blogging book recommends using and hosting with Blogger.com. I’ve been recommending to my clients that they set up a blog on their own server, where they have control and where no one can pull the plug. And while I started my own blog (in 2004) on Blogger, I found that I had a lot more flexibility when I switched to WordPress, and that Google found my posts just as quickly. True, I had to have someone else set it up, but once installed, it’s been completely self-maintaining. Why Blogger? What happens to your blog if Blogger changes its business model or decides to censor?

A: There are literally millions of people already on Blogger, although WordPress type sites are gaining in popularity and will continue to do so for the next couple of years. There are also millions of folks who have never blogged and own static websites that they paid big bucks to have designed. Blogger is free and extremely easy to use for folks new to blogging. It’s also very simple to incorporate posts from Blogger into an existing static site without having to do a complete site redesign. That’s very advantageous because many of these site owners are with hosting services that include their shopping cart or storefront. It would cost them thousands of dollars to revamp to another format on another host. The JTF books are also designed to help folks who are only selling products through affiliate links and do not need file storage. A good example would be someone who reviews books. They really don’t need static pages or ways to sell their own product. Blogger blogs can also be made private so they are only viewable by those the administrator allows. This is great for small groups. In fact, I’ll be conducting JTF classes on a private Blogger blog.

I’ve heard a lot of talk about the fear that Blogger may change something or censor a site, however, I’ve known folks who’ve had Blogger sites since they started years ago and they’ve yet to have any issues. You would have to post some pretty derogatory or inflammatory material before Blogger would ever consider censoring you. And, since Google purchased both Blogger and FeedBurner, all of the changes have been for the positive. I’m sure they are already working on upgrades that will give WordPress even more competition. It’s simply not in Blogger’s best interest to make the service difficult or pull the plug on any of its millions of happy users.

For an author just starting out, a WordPress site may be a better fit than Blogger. But, keep in mind that there are two different types of WordPress sites. WordPress.com is very much like Blogger in that it is free and uses template designs that you can customize up to a point. It is hosted by WordPress. But, it does have a couple of important limitations. You cannot include third-party widgets, like Google Analytics. You must use only the ones provided by WordPress.com. And, you cannot monetize the site with things like AdSense ads. You can monetize Blogger.

WordPress.org is the generic blogging software that you can download for free and host anywhere you like. You can fully customize and monetize the blog as you see fit. However, it requires connecting to a database and working in the coding language PHP as well as designing the Cascading Style Sheets (CSS). This initial part of it will likely require you to hire a WordPress designer. You will also pay for hosting and a domain name. Once those things are all set up, it’s very easy to use and maintain.

If you are already using formats such as Blogger or WordPress.com, your posts and archives can easily be imported to a WordPress.org site if you want to upgrade at some point in the future.

Q: Your article-marketing book offers detailed instructions on submitting to a number of different article portal sites. For the busy entrepreneur, is it worth posting articles if you don’t have time to do all the sites?

A: Yes, even if you only have time to post to one directory, article marketing is still a great way to drive traffic to your site, gain expert author status on a particular topic, and increase your ranking in search engines because you have more links on your name, your product title, and your keywords.

Q: With limited time, which one or two article portals would you recommend?

A: E-zine Articles is still one of the top article directories, however, they are not yet allowing videos to be embedded in the article. New directories are popping up that do allow videos, which is an emerging hot trend. Because of this, these directories are gaining in popularity. Article Bins is one directory that allows videos.

Q: Tell us about the giveaway contest you’re doing?

A: I’ll have a random drawing after the tour offering two free classes based on the blogs and RSS feeds books to folks who leave comments during the tour. The classes guide folks step-by-step while offering additional support for their unique needs. It also covers advanced tips and tricks not found in the books.

Q: Where can people learn more about your books?
You can find more information about Just the FAQs books, classes, and podcast at the main site, which is https://www.JustTheFAQs.net

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By Posted on Posted in Abundance and Prosperity, Energy & Sustainability, Uncategorized Tagged with , ,

I think this is soooo cool! Bicycles are already an incredibly liberating, essentially nonpolluting technology. Now someone in Africa has found a way to use native bamboo as a bicycle-building material. Sustainable, renewable, widely available, and with potentially an enormous impact.

How great would it be if this were widely adopted?

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By Posted on Posted in Energy & Sustainability, Transparency vs. Secrecy, Web 2.0/Social Media Tagged with , , , , ,

Great discussion on Green Biz between Green business expert Joel Makower and emotional intelligence expert Daniel Goleman, on the roles of informed consumers, “radical transparency,” and social media in eco-friendly consumer buying patterns. Start with Makower’s post, click over to Goleman’s response, and then read the comments on both pages.

This was my comment:

I don’t see you really at odds. Joel says the eco-friendly products have to show a clear advantage–but couldn’t that advantage be something idealistic like lower carbon footprint, especially if it’s combined with, say, a health benefit from avoiding toxic chemicals?

Daniel puts a lot of faith in social media, particularly for the generation coming behind ours. And he’s right. Social proof is in the process of leapfrogging in importance.

I find it interesting that Daniel looks to the Internet, considering he and I both live in the Northampton, MA area, which has very strong offline culture in favor of eco-friendly purchases. Offline cultures, too, can provide social proof.

In the research I’ve done for my books, Principled Profit: Marketing That Puts People First, and my forthcoming eighth book, Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet (co-authored with Jay Conrad Levinson), I found that consumers will indeed choose the better choice, the choice more in line with their values, all things being equal. They will even pay more for it. The challenge then becomes to make Green products as good or better than the choices that don’t align with values, and then choosing the better one becomes a no-brainer. Examples abound, from organic food and bodycare to hybrid cars. The danger, I think, is if people find out they’ve been greenwashed (hybrids being an example), the new habits may not stick.

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By Posted on Posted in Media Ethics

Yikes! Somebody at the storied Washington Post–nobody’s admitting who–came up with the no-so-bright idea to have a gala event at the publisher’s house, provide attendees with access both to news staff (who would not be allowed to ask tough questions or use material on the record) and Obama administration staffers–and charge a quarter-million a pop to attend.

Yeah, newspapers have a financial crisis AND great connections–but when you build a brand based on journalistic integrity, this isn’t going to fly very prettily. Both the publisher and key newsroom folks are saying nobody ran this by them first, and the event is canceled. Guess we’ll have to take them at their word about that. Good thing they caught it and snuffed it before it went too far, or the organization that uncovered Watergate and the Pentagon Papers might have been caught on the hinges of “WashPoGate.”

Shel Horowitz’s award-winning sixth book, Principled Profit: Marketing That Puts People First, spends a lot of time examining how to incorporate integrity into your business, and how to leverage that commitment for success.

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By Posted on Posted in Advertising, language, Marketing Techniques and Philosophies, People Helping People

I love this!

Troy White writes about a 97-year-old macho cowboy event, the Calgary Stampede, and how organizers got these touch cowboys to benefit breast cancer research by wearing pink.

Be edgy and/or challenge them – “Are you tough enough to wear pink?” This was the campaign they ran this year – everyone who bought a pink western shirt (yes – for the guys) was donating a percentage of the shirt price to breast cancer research. This was a HUGE success for them … in the parades – everything was pink … at the bars – half the guys were wearing pink … at the midway grounds – pink, pink, and more pink. Major success – and for a very good cause.

It reminds me of the long-running “Don’t Mess With Texas” campaign, also as macho as they come–and what you might not remember is that it’s an anti-littering campaign!

I love the idea it’s possible to reframe very progressive messages in ways that resonate with a cowboy crowd. The reverse is probably also true. I’m a very un-macho guy with a strong progressive streak. What kind of message would reach me for a conservative cause? Either direction, this method makes for a lot of food for thought in marketing.

I do spend some time discussing how to frame in my award-winning sixth book, Principled Profit: Marketing That Puts People First,by the way. Please see elsewhere in this newsletter for a deep-discount offer on that life-changing book.

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By Posted on Posted in Politics, Uncategorized Tagged with , , , ,

Yesterday, the fate of Minnesota’s Senate seat, undecided since the November election, was finally decided; the margin, out of 2.9 million votes cast, all of 312. Congratulations to Senator Al Franken.

In 2000, George W. Bush’s winning margin in Florida (and thus the presidency of the United States), was 537 votes, in an election whose legitimacy is still hotly debated (and to me, will never be legitimate). The hanging-chads issue alone could have swung the election to Gore by thousands of votes–just one among many irregularities. But in any case, it was close enough that it was possible to steal.

Years ago, I managed a friend’s campaign for local office; he was declared the winner by seven votes, and in the recount, his margin of victory slipped to four.

Four votes determined that election. If just five more people had shown up up to vote for his (entrenched incumbent) opponent, he would have lost.

Of course, it’s not enough that every vote counts. Who counts the votes is also an issue; witness the calamity in Iran.

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By Posted on Posted in Abundance and Prosperity, Energy & Sustainability

Visionary futurist Amory Lovins recently spoke at the Virtual Energy Forum about how to make cars, planes, buildings, power transmission, etc. so much more efficient that we can actually lower carbon impact and reverse climate change. His delivery is not exciting–but his material is life-changing. (You probably have to register to watch it.)

A lot of this is stuff that is feasible to do RIGHT NOW. We could save 3/4 of US electricity for 1 cent per kilowatt, and building new power plants can’t touch that cost. He has 1000 ways to do it.

If the presentation is too technical or dry, or you have trouble accessing it, I profiled Lovins and some of his ideas several years ago, here. Of course, his thinking has advanced since then.

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By Posted on Posted in Business Ethics Tagged with , ,

Breaking news: Bernard Madoff was sentenced to 150 years in prison for his $50 billion fraud/Ponzi scheme.

Proving, yet again, that crime really doesn’t pay. He may have lived high on the hog, but he’ll spend the rest of his life and rather less comfortable circumstances. My heart goes out to all those scammed by him, and especially the many philanthropy and social change organizations that invested with him, whose missions are substantially compromised by Madoff’s evil deeds.

Want a better way? My award-winning sixth book, Principled Profit: Marketing That Puts People First, shows how to thrive and succeed as an ethical business. The Ponzi stuff never works in the long term–but my strategies do.

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