For decades, the rule has been “no politics nor religion in business.” That’s gone. If you say nothing or try to stay neutral, you’re voting. If a company takes money and does business with an organization a person doesn’t support, this might be grounds to do business elsewhere.
He’s absolutely right. If you don’t declare your values, the world assumes you support the status quo. And when the status quo is untenable, that choice is not good for business.
Wall Street bull statue Creator: Sam Valadi Credit: ZUMAPRESS.com/Newscom Copyright: via ZUMA Wire
A friend–my ex-boss, in fact–sent me this article on how 30 billionaires had vastly increased their wealth during the pandemic.
I wrote back:
While this is a good tool for generating outrage, it’s not where I will put my own energy. First, because I think one of the mistakes the Left makes is to try to divide ourselves to the super-rich and make them targets. Much more productive IMHO to work with them, make them allies, to fund necessary research and actions (as several of these people are cited as doing).
Second, to work for a tax structure that helps redistribute toward those in need. Harness the class anger toward this, rather than generating enmity toward people who we make less likely to do the right thing by shaming them and having demonstrations at their offices. Guilt and shame are lousy motivators. Let’s find ways to honor their virtue rather than shame their success.
On that second point, it would not be hard to find one-percenters who would join and be a public face for that movement. Many multimillionaires and even a few billionaires have come out for income equality, offered to pay higher taxes, donated much of their fortunes, subsidized social change movements. Do the names Warren Buffett, Bill Gates, or George Soros ring any bells?
I have a relatively modest 5-figure income, but I travel in circles where a lot of people have seven- or eight-figure annual incomes. My life is full of abundance and blessings, and I don’t begrudge them their wealth. I do begrudge those who push for corporate welfare policies that penalize the poor while adding unnecessary zeroes at the end of their own already large bank balances–people whose goal in life seems to be transferring as much wealth as possible from the poor to the super-rich. And I don’t believe those few people, powerful though they are, represent the majority of the one percent.
In fact, I believe that smart corporations recognize that labor and consumers are partners in their success who deserve to share in the wealth they help create. They embrace social responsibility, partner actively with neighborhood groups, and grow their businesses by finding ways to serve.
But there’s an element on the left that sees wealth as inherently evil, and the wealthy as always the enemy.
I remember when a philanthropist and peace activist I know lost her house in a fire. Some of the public comments on the news stories were not only not compassionate, they were downright vicious: how dare she accumulate wealth and live in a mansion?
Well, sorry, but making her the enemy is just plain stupid. She’s an activist and philanthropist who chooses to use her money for good. And even if she were totally selfish, she still wouldn’t be the enemy. Rich or poor, we all want dignity and respect. And when we pigeonhole her as an enemy, what we do is alienate not just her but others in her cohort. So non-activist wealthy people who might have funded our causes are instead pushed into the arms of those who proclaim respect for the wealthy. If their politics are not strong, they may even choose to fund causes that actively defend their privilege.
WordPress is not letting me link properly, so here are the sources:
Billionaires who got richer during the pandemic: https://www.usatoday.com/story/money/2020/12/01/american-billionaires-that-got-richer-during-covid/43205617/
Public face: https://www.cnbc.com/2019/12/31/what-billionaires-said-about-wealth-inequality-and-capitalism-in-2019.html
Penalize the poor https://talkpoverty.org/2014/10/07/punished-for-being-poor/ . For a specific discussion of the subsidy wealtheir people get from low-paid immigrant labor, https://www.stltoday.com/opinion/mailbag/underpaid-immigrants-help-poor-subsidize-the-rich/article_2f1d8094-9700-5f8b-8d38-562fd75a7657.html
Donated their fortunes: https://www.msn.com/en-us/money/companies/warren-buffett-donates-2-9-billion-to-gates-foundation-family-charities/ar-BB16u7tr
An article called “Build Back Better,” offered eight ways we can mitigate the climate crisis as we reopen. It’s on the Singapore-based Eco-Business site (often a wealth of fresh thinking to my American eyes)
I’d only read a couple of paragraphs when I got the idea to start a community on the theme of building back better—but not just for climate change. I envision a portal with resources and ideas to create better futures in criminal justice/policing, nonviolent defense, immigration, equitable housing, transportation, community food self-sufficiency, education, the work world, democracy… There’s a ton of great stuff out there, but I’m not aware of a one-stop resource that crosses silos, and disciplines, reaches people with a wide range of passions, interests, skills, and demographics, and has the power to create change.
While it certainly builds on the work I’ve been doing for several years at Going Beyond Sustainability, I see it as a community project that would seek ideas both from thought leaders/subject experts and from “ordinary” people (none of us is actually ordinary; all of us are unique).
And use social media, press outreach, and other tools to get it in front of leaders in government, business, academia, nonprofit, etc. After all, every major site started small, even Google, Amazon, Facebook, and Twitter. Using the power of the Internet, this could evolve rapidly to a place that journalists and politicians turn to for sources and advice.
I got so juiced that I stopped reading, ran off to GoDaddy, and scooped up build-back-better dot net (not using the domain syntax because there’s no site up yet so I don’t want it clickable). Most of the more obvious variations were already taken, which tells me there could be some traction in the concept. Only after I secured the domain did I go back and finish reading the article. UPDATE, JULY 9: I’m now thinking it might be better to come up with a cool, brandable single-word name (and I have a few possibilities in mind)–rather than a three-word name whose meaning isn’t all that obvious.
So…who wants to play? If it’s going to fly, it’s going to need volunteers:
Thinkers and doers: researchers, authors, activists, business and community leaders, students, etc., who could post ideas-in-progress and let the community help those ideas evolve into workable solutions
Web designers who can handle complex threading and submission forms that allow people to submit and subscribe by specific idea, by topic heading, and overall—and who have a deep understanding of Internet security and SEO
Topic leaders who are experts in their subject and can moderate submissions so the spammers, trolls, and nut-jobs have to play someplace else—but who will put up actual ideas that are submitted in their area, even if they personally don’t see them as workable. (That would be an ideal opportunity to help them think their idea through. Post the submission and immediately post a comment that doesn’t put down the idea but grounds them in reality, with questions like “have you thought about what could happen if…?” “Do you think this could also be useful in (a different discipline)?” “What resources would this
Residents of Wadajir, Somalia attend a meeting on community policing. Photo by David Mutui, courtesy Wikipedia Commons
require and how would you go after them?”
Influencers (including journalists, bloggers, marketers, people operating successful online communities, people with a big fan base or lots of social media connections) who can bring the site to the attention of their networks
Revenue generators who would work on commission to raise money for hack-proof site operation, and eventually raise enough to start paying volunteers
Obviously, this is only a preliminary sketch. If you’d like to be part of this, use my contact form (on my sister site, Going Beyond Sustainability) to get in touch.
A marketer friend in Connecticut sent out a wonderful tribute to his 95-year-old mom and used her to illustrate several points about customer-centric marketing and customer service. In the course of this article, he waxed rhapsodic about Amazon. I see Amazon (and some other companies) as not always so wonderful–and the public having blinders on about its predatory practices. This is what I wrote back to my friend. The third link is actually a very complete summary of the issues:
* * *
Great piece! I love the way you take your mom’s everyday activities and spin them into marketing do and don’ts.
While you certainly shouldn’t change it for Mom, you might want to rethink Amazon. It is very much a two-edged sword. It’s great that it has made the Long Tail [the ability to find obscure products that don’t support a large retail base and wouldn’t be stocked in physical stores] a thing and that any author has access to international markets. But…
They are a serious threat to the vibrancy of our downtowns. Can you imagine Stamford with only a few struggling chain stores? Goodbye to that nice falafel shop and Asian restaurant across the street from (Amazon-owned) Whole Foods (I’ve often eaten at one or the other on my way to NYC). Book stores, hardware stores, appliance stores–and all the traffic into town those stores bring–are increasingly shaky in an Amazon-dominated world. And when that foot traffic goes away (assuming it comes back after we’re finally out of quarantine), so do the restaurants, night spots, etc.
Their labor record is very poor. Their treatment of independent publishers is not only very poor but IMHO a violation of monopoly rules. Did you know that Amazon, a retailer, takes the 55% industry-standard wholesaler discount instead of the 40% retailer level for its smaller publishers selling them physical books? (They do have much better deals for publishers on the books their subsidiary KDP prints on demand.) This is one of the two reasons they’re killing the independent bookstores (the other is that they’ve successfully trained the public to think of them first). Also, they present used and new versions of the same title on the same results page, which is a complete stab in the back to publishers–sort of like offering counterfeit designer watches and purses. I have no objection to selling used books (and keeping them out of landfills)–but not in direct competition with the same book, new.
For a long time, Amazon didn’t charge sales tax, which was an especially cruel anticompetitive practice in that it not only hurt businesses who have to collect those taxes, but also reduced the availability of government services by reducing government revenues.
Amazon has actively and repeatedly suppressed competitors. This includes using its enormous data on customer behavior and buying patterns to manufacture its own products, sold through its own channels. And students of the company’s behavior see evidence that once competitors are eliminated or demand spikes (as on household cleaning products during the pandemic), Amazon’s prices rise, sharply.
For these reasons, I buy from my local independent food markets, booksellers, appliance, and hardware stores (on their websites, currently) and shortly after Amazon bought it, I stopped going to Whole Foods even though it’s actually my closest supermarket.
* * *
That was the end of my letter. I love the convenience of online ordering too, but I’m happy to do it at the websites of independent businesses, especially if they’re local to me. What are your thoughts?
We still have a long way to go on eco-friendly packaging. I just finished a box of crackers. I washed out the plastic tray and will add it to the plastics recycling bag when it dries, put the box in the paper recycling bin, and threw away the shrink-wrap around the tray in the actual trash.
Excess packaging: cracker box, tray, and inner shrink-wrap. Photo by Shel Horowitz
Most people won’t bother to do all this. Designers: this is a profit opportunity for you: create packaging that people only have to put in one place when it’s over, and that can be repurposed later–and remember that today’s compostable “solution” is only an alternative if people have access to an industrial compost facility. Most people don’t.
And businesses: as you adopt truly eco-friendly packaging, you’ve got a branding and marketing opportunity.
50 years ago today, Earth Day was launched as a one-time event. Who would know it would not only become annual but turn into a massive worldwide movement that has changed our world for the better in so many ways?
Photo by Stephanie Hofschlaeger
The Environmental Movement is Now Mainstream
Since that first Earth Day, we’ve made a lot of progress. A few examples:
Public awareness of climate issues–and of the lifestyle changes we can make to improve things–is at an all-time high
Millions of people have taken to the streets to demand action on climate
Science has made huge strides in areas ranging from green energy to biomimicry; amazing new green technologies are constantly becoming more efficient, less expensive, and more deployable
Many countries have shifted away from fossil and nuclear toward clean technoogies such as solar, wind, and hydro–and these technologies are much more efficient than they were 50 years ago
Veganism and vegetarianism (two of the easiest ways to reduce our personal climate footprint) are far more accepted, even in places like Germany that used to be quite hostile)
From bringing our own reusable bags (pre-COVID) to discovering foods like tofu, the way we shop and eat has drastically shifted, even for those still eating meat
Nearly every country in the world agreed to the Paris Climate Accord (which doesn’t go nearly far enough, and which the current US administration has pledged to leave–but it’s a start)
A 16-year-old Swedish climate activist addressed the UN, arriving in the US aboard a green-energy boat (yes, I’m talking about Greta Thunberg)
Almost every major company has at least a sustainability coordinator, if not a whole department–and these folks have drastically reduced the negative impact of business on the environment
Here in the US, the well-thought-out Green New Deal is getting serious attention
We’re beginning to recognize climate justice: looking at the environment from a lens that includes economic and social justice issues, such as why so many polluting plants are in poor communities and why so many of those communities are “food deserts” with little or no access to healthy foods
My Environmental Journey Started That Day
I was 13, and I was one of the people “captured” by that first Earth Day. Ever since then, I’ve given a lot of thought to, and taken a lot of action on, ways I can live more lightly–and how I can help others, both individuals and institutions, make that shift.
This has taken many forms, from street activism to lobbying to addressing business audiences with messages on how to make green social entrepreneurship sexy and profitable to writing books that show how this can be done.
I’ve also made many lifestyle shifts, from biking 5 miles to high school at age 15 and becoming vegetarian at 16 to converting my house to a heat and hot water system using cow poop and food waste from our farmer neighbors at age 61 and carting unbagged groceries out to the reusable bags I keep in the car at 63 (since we can’t bring them into the stores anymore).
In my activist life, I’ve been lucky to participate in three major environmental victories:
In 1977, I was one of about 2,000 people and 1414 who got arrested at the construction site of the Seabrook nuclear power plant in New Hampshire. We had no way of knowing that our action would birth a national safe energy movement. On the 40th anniversary, I wrote about why this action was so important. (The link is to Part 1 of my 5-part series. There’s a link to the next installment at the bottom of each earlier one.)
In 1984, I worked with my city counselor to get the first nonsmokers’ rights regulations in Northampton, Massachusetts. Very few communities had any protection for non-smokers at that time. I don’t think it’s a coincidence that within a few years, most restaurants in town were non-smoking and that the number of restaurants in town increased significantly.
And in 1999, I founded and became the public face of the movement that saved a mountain right near my house.
It was the success of Save the Mountain that led me into the work of educating the business community on how to be profitable while saving the world.
This is not new. Social impact companies have been around at least since the mid-19th century, but it’s been on the fringe. Believe it or not, UK chocolate giant Cadbury was founded as a social impact company. But I think now we have the chance to change the entire business culture, so profitable business social and environmental responsibility becomes mainstream.
But There’s Still Lots to Be Done!
For all its positive presence, business is still a long way from solving problems it largely created. Pollution, resource depletion, and labor issues are just a few of many issues that need to be addressed, especially as world population grows faster than at any time in history. And governments are not always our allies. The present Brazilian and US federal governments, for instance, are actively sabotaging the eco-agenda. Each of us needs to make the difference we can make–and each of us CAN find a way to make that difference (contact me if you want help figuring out what the most impactful way for you and your business).
No Cost Resources and MY Gift to Help You Celebrate Earth Day THIS Year
Let’s start this Earth Day party off with something that will help you save energy, water, and money–my ebook, Painless Green: 111 Tips to Help the Environment, Lower Your Carbon Footprint, Cut Your Budget, and Improve Your Quality of Life—With No Negative Impact on Your Lifestyle. I normally sell this for $9.95, but as my Earth Day gift to you, you can get it at no cost. Just visit PainlessGreenBook.com and enter “earthdayblog” in the code box. This will also sign you up to my informative Clean and Green Club monthly newsletter.
Our national museum, the Smithsonian Institution, has organized an online Earth Optimism Summit with a fantastic lineup including Denis Hayes, who organized that 1970 Earth Day…Christiana Figueres, top negotiator of the Paris Accords…NASA’s former Chief Scientist and current director of the National Air And Space Museum Ellen Stofan…Bill McKibben, founder of 350.org (among many others)
Another national virtual summit, Earthday Live 2020, offers three days of programming and a strong social justice focus.
A group based near me in Western Massachusetts, Climate Action Now, offers several Earth Day events starting this evening with a 6:30 ET panel of legislators and activists. This may be especially interest if you live in Massachusetts, but it’s virtual and open to all.
Every year, bestselling author and social media visionary Chris Brogan challenges his huge reader base to come up with three words to provide focus for the coming year. This year, I decided to take the challenge for the first time since 2016. My three words are:
Today’s installment is about Justice, and how it shapes both my career and my activism.
My career has evolved quite a bit from its founding (as a term-paper typing service!) in 1981. For the past several years, I’ve focused my writing, speaking, and consulting on helping business turn hunger and poverty into abundance, war into peace, and catastrophic climate change into planetary balance. By showing companies how to make a profit doing this, I hope to leverage far greater change than I would if I tried to motivate them through guilt, shame, and fear.
Ready to know more? In the very early phases of this shift in my business, I did a TEDx talk, “Impossible is a Dare.” (you have to click on “Event Videos”, and then on my talk). It’s a nice 15-minute introduction to this idea as it existed in 2014; I’ve refined it quite a bit since then. A much deeper introduction is my 10th book, Guerrilla Marketing to Heal the World, endorsed by Chris, Seth Godin, Chicken Soup;’s Jack Canfield, Joel Makower (Executive Director of GreenBiz.com) and many other business and environmental leaders. And of course, I’m happy to talk to you about how I can be a “Sherpa” on this journey for your organization.
But now, let’s go back to the activist side. In order to talk about Justice, I also have to talk about Injustice: what we’re trying to change.
And from there, how I personally am working to change injustice into justice through community-based activism: the work I do in my non-career time. There have been a few times in my life where that work dominated my day and pushed the career part off to the side. This is one of those times.
Marchers at a rally for racial justice and immigrant rights, Holyoke, MA. Photo by Shel Horowitz.
As a citizen of the US, I’m deeply concerned about the attack on our planet and its people (and other living beings) by the current federal government. This government and its most visible spokesperson have viciously attacked immigrants, people of color, people without a Y chromosome (not male, in other words) or who don’t identify with the gender of their birth or any gender, people who are not Christian or even Christians who condemn him, people with disabilities, people suffering in poverty who face attacks on safety-net programs such as SNAP benefits (formerly known as food stamps) as well as authoritarian responses to homelessness, people who’ve survived crimes this government doesn’t view as important (such as sexual harassment), and even 16-year-old climate activist Greta Thunberg–as well as people who might be likely to vote for someone other than that very visible spokesperson.
Humans, at least, can defend themselves. Forests, oceans, the air we breathe, the water we drink, the plants and animals that we share our planet with–they need human beings to defend them against the brutal attack by this administration. Since January 2017, this government has rolled back dozens of environmental protections, stripped government websites of information about issues from the human impact on climate change to toxic pollution databases, barred government scientists from speaking out, and of course, pulled the US out of the Paris climate accord.
As of October, 2019, that same visible spokesperson had lied at least 13,435 times while in office. He has violated his Oath of Office every single day since he was sworn in, because he refused to divest himself of emolument-laden business interests and thus undermines the Constitution; he illegally uses his position for personal enrichment. He even went so far as to order the next G7 Summit held at his own golf resort (public pressure forced him to walk this one back; even Fox raised an eyebrow). And of course, there were the two violations so egregious that they led to his impeachment. I would have preferred a much fuller bill of criminal activity (this link lists nine potential counts as far back as July, 2018).
But the problem goes far deeper than one corrupt and mean-spirited individual in a position of great power.
As a citizen not just of the US but also of the world, I worry to see similar patterns repeating in many other countries, among them Brazil, Hungary, India, and Bolivia–and less intense versions attempting to rear their heads in places like France and UK.
I’ve been an environmental and social justice activist since October, 1969. That’s just over 50 years. Since that time, I’ve done much to improve the lives of my fellow residents of Earth, whether human, other animal, plant, fungus, or other lifeforms. I’ve been involved in numerous campaigns, and was glad to play a role in winning some of them. But there’s so much more to be done!
Each of these situations involves many cases of justice denied. I will do what I can to turn that around; I will continue to write and speak and act and organize and demonstrate and lobby from a place that says we are better than this, that we don’t accept this as normal, and that we are not willing to turn the clock all the way back to 1930s Germany. And I will continue to take comfort in the small victories we win, and the many friends I have made in the Resistance who prove to me that we are, indeed, better than this.
And each of us has an impact, often far greater than we realize at the time. Never accept that you cannot make a difference as an individual! But recognize that it’s easier to make that difference if you work with others.
I can take direct credit for victories ranging from a crosswalk at an intersection that desperately need one to starting the movement that saved a mountain when the “experts” thought our victory was impossible. And I’m far from done.
In May, 2019, my wife and I were accepted as sanctuary accompaniment volunteers, helping protect an upstanding immigrant who has to live in a church because he would be deported if caught outside the grounds. This is a hard-working man who just wants to provide for his family, including three children born in this country. He has lived in the US for nearly two decades, and in the church for more than two years.
A month later, we participated in an eight-person delegation to stand witness outside the prison holding up to 3000 migrant teenagers in Homestead, Florida. That prison, like the far worse one in Tornillio, Texas, was closed due to public outcry. The affinity group we went with is called Jewish Activists for Immigration Justice of Western Massachusetts. In February, we will be part of a ten-member JAIJ delegation doing relief work on the border at Brownsville, Texas and Mataoros, Mexico. Despite our tiny numbers, we’ve had a lot of influence, because we’ve been doing talkbacks, media interviews, and multiple public events since our return from Florida, and we’ve raised thousands of dollars to support the relief mission.
As in all my environmental and social work these 50 years, I hope to see my work become obsolete and unnecessary, because the problem has been fixed.
I dedicate my 2020 work for justice to the spirit of Frances Crowe, of Northampton, Massachusetts. She requested, for her 100th birthday, a demonstration with 100 signs representing 100 causes. She got 300 people marching in the streets, and I think she got her 100 causes, too. A few months later, she attended one of our public talks about the Homestead Detention Center just two weeks before she died. She was working on a climate scorecard for individuals to observe and improve their behavior at the time of her death. I first met Frances at one of those actions that turned out later to have made a huge difference. She and I were both among the 1414 people arrested in 1977 while occupying the construction site of the Seabrook nuclear power plant, in New Hampshire. She was 58; I was 20, and I didn’t have a leadership role. When we got out, we discovered we’d birthed a nationwide safe-energy movement.
Part 3, on why I chose “Healing” for my third word, went live on January 20. Please leave your own three words (or any other appropriate comment) in the comments. Note that they are moderated, so don’t bother spamming.
Every year, bestselling author and social media visionary Chris Brogan challenges his huge reader base to come up with three words to provide focus for the coming year. This year, I decided to take the challenge for the first time since 2016. And this time, I’m going to emblazon them on a printout in huge type, and post it where I can see my words every day. My three words are:
Clarity
Justice
Healing
Clarity
I’ll discuss Justice in Part 2 (with lots of links(), and Healing–including a deeply personal experience that happened to me this month–in Part 3.eye chart reminds me of having clarity in this year of 20//20 Clarity, 2020 AD
The year 2020 reminds me of 20/20 vision: seeing with perfect clarity. While I don’t expect to achieve perfect clarity, even with the new glasses I’ve just been prescribed ;-), I do want to focus on seeing and acting as clearly as possible.
It’s been several years since I changed the focus of my business toward helping other businesses (and other types of organizations such as nonprofits) find the sweet spot where profitability intersects with environmental and social good.
I now market myself as the person who can help any organization discover opportunities to do go in the world by creating, identifying and re-purposing, and/or marketing profitable products and services that turn hunger and poverty into abundance, war into peace, and catastrophic climate change into planetary balance.
I’ve gotten a lot clearer in my messaging since starting this quest in the summer of 2013, since giving my TEDx talk in 2014, and even since publishing my 10th book, Guerrilla Marketing to Heal the World, in 2016 (which Chris Brogan endorsed, along with Seth Godin, Jack Canfield, and many others).
But I’m still nowhere near as clear as I need to be about:
Who wants to pay me to do this work?
Which services they most want, and to achieve what goals?
How to set a price structure that’s fair both to solopreneurs and large corporations?
Who do I most want to serve?
I’m beginning to figure out the answers. I’ve settled on pricing based on the size of the organization, which seems reasonably fair because larger organizations are more complex and therefore a task such as a marketing plan our outlining a product development campaign will take a lot more of my time–but I’m not sure I’ve got all the bugs worked out yet. I’ve realized that I’d rather work with small entities than large ones, but I am very open to being farmed out by a larger entity to their smaller customers, suppliers, or business units–and to the larger entities sponsoring me in other ways, such as funding my speaking to organizations that can’t otherwise afford me.
Hopefully, seeing that message of clarity on the wall of my workspace every day will inspire me to figure all this out, and to make my message so clear that everyone understands exactly how I can help and why it’s important.
I’ll discuss Justice in Part 2 (with lots of links), and Healing–including a deeply personal experience that happened to me this month–in Part 3.
Lately, my inbox is full of courses to market via Facebook Messenger.
I actually hit reply to one that began, “What if you could use FB Messenger to make up to $2,500 a week… in your spare time?”:
What if we could have ONE communication channel that doesn’t get polluted by marketers trying to hijack it? There is no refuge anymore! I remember when the only things in my inbox were things I wanted. I remember when I didn’t get blasted with texts from companies that don’t even know me. I am a marketer, and I understand the need to reach out. But damn it, we need some spaces where we’re not getting marketed to.
I do get it. Every time someone invents a great new communication tool, someone else invents a way to sneak marketing messages past the gatekeeper. And then someone else invents some protection. And usually, someone else invents a way to overcome that block.
Postal mail begat bulk mail, which begat opening mail over the recycle bin, which begat postcards and envelope teasers. Telephones begat outbound call centers, which begat caller ID, which begat robocalls with spoofed IDs. Email begat spam, which begat spam filters, which begat messages crafted to go around them, which begat Google’s Promotions and Social folders (which severely impacted legitimate newsletter publishers and didn’t seem to hurt the spammers much).
It’s an arms race. The Cold War in all your inboxes. Ads in toilet stalls. Digital ads on billboards changing every few seconds. Ads on the frame around the taxi rates placard on the divider between the front and back seats in a cab.
But here’s the thing: all of these intrusive methods are dinosaur-marketing. Seth Godin told us 20 years ago about permission marketing.
Seth Godin. Photo by Jill Greenberg. Courtesy of Seth Godin.
Seth has permission to be in MY mailbox. His daily blog shows up every day. I actually open and read every column for his useful information and fresh perspectives. Often, he offers a program or product—but it’s in context .
Seth walks his talk. And I buy from him occasionally. (I also sometimes share or email him comments. That, plus writing a great book, got him to endorse my 10th book, Guerrilla Marketing to Heal the World.)
You don’t win customers by shouting louder; you win them by being relevant and helpful, and using the technology intelligently:
Instead of random texting, text your own customers who’ve given you their mobile numbers as they show up within a mile of you, with friendly, helpful information about today’s cool event (yes, geotexting exists)
Instead of using robocalls to make deceptive offers, use them to notify your customer base of important news, like a weather-related school closing or a construction delay on a major artery
If your Facebook page uses the automated FB Messenger feature, send links to your FAQ and three most popular or useful pages on your own website—but also make sure you have a human being reading the inbound messages and responding quickly. And figure out a way to only send that autoresponder the first time you get a PM from any specific person.
So here’s MY soft-sell pitch at the end of this useful (I hope) content: if you need help developing non-intrusive, welcomed marketing, drop me a line or give me a call. Especially if your business or product/service/idea contributes to environmental and social good.
Seth Godin. Photo by Jill Greenberg. Courtesy of Seth Godin.
Riffing on two of the nine, I wrote him this letter (I’ve done some minor editing for clarification since sending it to him):
Non-chronic–rationalization is our specialty, and the reason we learn to rationalize is so that we don’t go insane when faced with long-term, persistent issues. We bargain them down the priority list.
Solvable–see that earlier riff about rationalization and chronic problems. If a problem doesn’t seem solvable, we’re a lot less likely to stake our attention on it.
Maybe this is one key to why I haven’t yet really made a full transition to marketing myself as a consultant at the intersection of profitability and solving *chronic* problems such as hunger, poverty, war, and catastrophic climate change. I have done some messaging on these problems being solvable even though they are millennia-chronic, other than climate change, which is only 200 years old as a major problem. But maybe they still feel too big and scary for most people to see themselves as part of the solution. And yet, in our brief lifetimes…
Legalized apartheid was eliminated in South Africa, Zimbabwe, and the American South. Discrimination still exists, of course, but the brutal government repression and the harsh laws are gone.
So here’s the question: What advice would you give me in marketing my consulting, speaking, and writing to a population that is so shut down about solving these massive problems that they don’t see the progress we’re actually making? (And may I quote your answer in the blog?)
Shel Horowitz – “The Transformpreneur”(sm)
<End of my letter to Seth>
I got back a one-sentence reply agreeing that we’re making progress and noting that the progress happens more easily when we tell those stories.
So, here’s your opportunity to go where Seth doesn’t go. Let’s get a nice discussion going on how we can convince people that we can–and should–solve long-term, systemic, chronic problems. Please leave your comments.
