Category: language

By Posted on Posted in censorship, Copywriting, Demographics/Psychographics, Diversity, language Tagged with , , , , , , ,

Reading a newsletter from a marketer I generally find thought-provoking, sincere, and personable, I was rather surprised to read an article where she took one of her subscribers to task for objecting to the word “sucks” on her home page.

To me, that word inserts an unnecessary barrier, the more ironic because she bases her whole approach on connecting person-to-person.

So of course, I wrote her a note:

As some one who does my best to–and *usually* succeeds–find the best even in the grumps (in that way, I’m like your late father, I guess)–may I put another possible interpretation out there? It’s likely that this person was just looking for an excuse to act out–BUT it’s also possible that he had good reason to be offended by the S word. I personally don’t use that word, because it can be can be interpreted as homophobic–being derived from a longer expletive that starts with a c, the first four letters of which represent the male organ (I’m not being a prude here by not stating the word, but I do have a goal of avoiding the spamfilters). For the same reasons, I don’t use the word “niggardly”, even though its etymology has nothing to do with the n-word–I don’t want people who don’t know that etymology to think I’m racist.

And there’s a difference between “plain language” and foul language. I grew up on the tough streets of the Bronx, and it was a minefield of F-bombs and other expletives–but I’ve lived in places where cursing is considered not just extremely rude but an offense against religion. So, take your choice–the left -wing or right-wing possibility of why he was teed off.

I don’t remember how I found your list, but I suspect I would not have subscribed if the first thing I’d seen was “disconnection sucks”. I have a thicker skin than to be offended, but there are always better ways to say it, and I would not have wanted to get into the network of someone whose language could have been interpreted as mean and deliberately offensive, because I surround myself with people who empower others and don’t denigrate them.

Luckily, I found you some other way (I have no idea how our paths crossed, actually)–and I know you to be a caring and empowering person. But think about the message you’re putting out here, intentionally or not. This is not so much a question of political correctness as it is of establishing unnecessary barriers. yes, I understand that you want to drive the wrong people away, and I respect that. I do the same thing. For instance, when someone approaches me about working together, there’s a paragraph in my reply that says,

“Please note that I reserve the right to reject a project if I feel I’m not the right person for it. This would include projects that in my opinion promote racism, homophobia, bigotry or violence–or that promote the tobacco, nuclear power, or weapons industries–or if I do not feel the product is of high enough quality that I can get enthusiastic about it.”

But I wonder if what your doing might drive the RIGHT people away too–especially since to me, it is so out-of-harmony with your real core message of marketing through the power of personal story.

I’ll be very curious to receive her response. And meanwhile, how about a response from you? Are curse words a barrier for you? Am I overreacting? Is she unnecessarily defensive? Why, or why not?

Facebooktwitterpinterestlinkedinmail

By Posted on Posted in language, Media Ethics, Peace and War, Politics, propaganda Tagged with , , , , , , , , , , , ,

This year’s “Shame On You, That’s Propaganda, Not Journalism” award goes to AP reporter Julie Pace, the Associated Press for distributing it, and the dozens of newspapers and blogs that ran the story on President Barack Obama’s decision to consult Congress before going to war with Syria over chemical weapons.

Pace’s story, “Analysis: Obama’s credibility on line in reversal,” greeted me from Page 1 of my local newspaper this morning. Her message: Obama will be seen as weak if his line-in-the-sand on chemical weapons doesn’t lead him to military action.

Perhaps channelling the discredited Judith Miller of the New York Times, who helped drum up domestic support for the ill-advised, illegal, and tragic war in Iraq during the George W. Bush presidency, Pace writes, among other zingers,

President Barack Obama’s abrupt decision to instead ask Congress for permission left him with a high-risk gamble that could devastate his credibility if no action is ultimately taken in response to a deadly chemical weapons attack that crossed his own “red line.”

The stunning reversal also raises questions about the president’s decisiveness and could embolden leaders in Syria, Iran, North Korea and elsewhere, leaving them with the impression of a U.S. president unwilling to back up his words with actions.

If you ask ME…

  1. The President is constitutionally required to get Congress’s permission. Even G.W. Bush did so, though based on a tangled web of fabrications, untruths, and misleading statements.
  2. It is fairly clear that chemical weapons were used in Syria, and that is definitely not acceptable. However, there’s been quite a bit of speculation about who actually used them. Here, for example, a Congressman in Obama’s own party expresses skepticism about who used the weapons—and about their use to justify military action. And here, an AP story that speculates the rebels may have been the ones using chemical weapons, in order to draw other countries into the conflict.
  3. Pace makes an assumption that military force is the only acceptable response. That, frankly, is just plain crazy. Why not just send in a small, well-protected squad of international peacekeepers to arrest Assad, and try him? This is not so different from the way the US killed Bin Laden, after all.
  4. If the justification is to save innocent lives, please explain to me how the far greater bloodshed that inevitably occurs in war will accomplish anything other than the embitterment of the local populace against us and their recruitment by terror elements, as has happened in Iraq and Afghanistan—which, not coincidentally, undermined most of our credibility and our reservoir of good will in those parts of the world.
  5. War generally does not solve problems. Usually, it makes things much worse.
  6. In this case, war with Syria runs huge risks of involving Iraq, Lebanon, Israel, and Iran. Do we really want to create a regional holocaust and the potential for World War III?
  7. Diplomacy and example are much more powerful credibility builders than macho posturing.
  8. Speaking of example, the US is not in a position to throw stones here. The US has a long and ugly history of using unconscionable weapons that disproportionately affect civilians. Examples include the Dresden firebombing against German civilians and the use of atomic bombs against Japanese civilians during World War II, Napalm and Agent Orange in Vietnam (aren’t those chemical weapons?), and depleted uranium in Iraq.

Lastly, which part of Obama’s noncredibility do we want to focus on? Is it the red line in the sand about chemical weapons that Pace focuses on—or the deeper issue that even she mentions later in the article?

Obama could make good on the promises he made as a senator and presidential candidate, when he called for restraint and congressional consultation by White House’s seeking military force. And with the American public weary of war and many opposed to even modest military action against Syria, Obama could share with Congress the burden of launching an attack.

To me, he started losing credibility when he failed to make good on those promises of peace for which he was elected. He has proven himself a war hawk, a lover of the Bush-era NSA spy apparatus, an enabler of torture and false imprisonment at Guantanamo, a suppressor of dissent, and  unworthy of my trust. If he tries to be a Boy Scut about his promise of retaliation if chemical weapons are used, he breaks those earlier, more crucial promises yet again.

Barack Obama is still an improvement over Bush, but it’s getting harder and harder to tell the difference.

Facebooktwitterpinterestlinkedinmail

By Posted on Posted in Business-general, Copywriting, language

Guest post by John Forde

[Note from Shel: I agree with Jack on this. In my 30+ years in business, I’ve been asked to write many complaint letters—and my track record in getting results for my clients and for myself is pretty darn high. I’ve been a subscriber to his newsletter for many years. If you’re a copywriter, I suggest you subscribe as well. He’s both entertaining and useful. Signup info follows his post.]

There was something else that got me thinking about today’s topic. I saw a post over on Copyblogger.com (an amazing site, by the way) about using our copywriting skills to get better customer service.

Their tip focused on help tickets for tech services. But it’s a great insight and one I’ve tapped myself, more than a few times. In fact, I’m a little famous for getting results, among friends and family — enough that I’ve been asked to write “complaint” letters for others.

Not only does a good customer service get problems fixed, it can lead to even more perks. And, I find, all you have to do is follow a simple formula. For instance, I don’t really “complain” in complaint letters. Nor do I get mad or use all-caps or threaten lawsuits or the like. That’s almost always a waste of time.

Instead, I start out with a quick tale of praise and expectation. After all, I say, I bought with the belief that this was the best there was. Almost always, by the way, this is true. Sometimes, I share a little story about why we were excited to make the purchase, too — a birthday, a special trip, to give as a well-deserved gift, and so on.

I’m thinking here, for instance, about a letter I once wrote to Canon, when a video camera failed. It wasn’t just a camera to me. I bought the thing to take video of our son, in his first few days. But the lens jammed so we missed it. From there, I let the seller know that I’m more let down and disappointed than I am angry. I trusted the provider with something important. I believed. And they didn’t deliver. Surely, I allow at this point, it was a one-time mistake… unintentional… and something they could easily fix. Then I tell them how I’d like to see that happen.

In the close, I repeat how much I’m sure they meant to do better… and remind them once again how to go about fixing things, including how to reach me with their solution. I’m not someone to take advantage, but when things have gone wrong, this has almost always worked. For instance, with the Canon camera, I got several personal calls from the head of technical support (yes, he called me) with apologies and attempts at a fix. When we couldn’t get it to work, he gave me an address to send it in. Days later, I got cc-d on a personal email — in Japanese — from the President of Canon, written to his brother in New York, asking him to personally oversee the repair. I kid you not.

I’ve also had the Gap send me $200 in gift certificates and vouchers for four pairs of free pants (this was in the early ’90s) after I bought a defective pair of jeans… We’ve gotten free flight vouchers from two different airlines and courtesy upgrades… Apple has asked me to be on their confidential, early-release program for beta versions of their software… and the list goes on.

Never, ever do I make up a problem where there isn’t one… or pretend it had an impact it didn’t… but when something does go wrong, you’d better believe that copywriting can help solve it.

 

Sign up for Jack’s newsletter, and get $78 worth of gifts, at https://copywritersroundtable.com

Facebooktwitterpinterestlinkedinmail

By Posted on Posted in Activism, Arts & Entertainment, Diversity, General Commentary, language, media-general Tagged with , , , , , , , , , , , , ,

Recently, a local high school was targeted by an out-of-state hate mail campaign because it chose to produce “The Most Fabulous Story Ever Told,” a gay and lesbian retelling of the Bible by Paul Rudnick. Protestors from various church groups promised to picket the performances. The story even made the Huffington Post.

It happened that the school producing the play was Pioneer Valley Performing Arts Charter Public High School, where both my children attended some years ago—a school known for its fabulous (reference intended) theater and dance departments. We’ve continued to attend many of the school’s performances even though my younger child is already a sophomore in college.

So of course, both to defend freedom of speech in the Pioneer Valley and to enjoy a night of theater we knew would be terrific, we attended. And we were gratified that in addition to the antigay protestors, a goodly multitude of pro-performance church groups were on hand to lend support.

The interesting thing is…if you accept the basic premise that gay and lesbian couples exist (and, in this play, were present at creation and right through modern times)—there’s almost nothing blasphemous in the play, which centers on Adam, through the ages, trying to find meaning in life. His questioning is very much rooted in the Old Testament tradition of prophets arguing with God. The whole alternate world is set in motion by a Stage Director (female, in this performance), which makes it clear from the get-go that this is an imaginary theatrical universe within the universe we all now, as opposed to any real redefinition of Biblical history. I found exactly one scene that fundamentalists might object to: 30 seconds out of a two-hour play that imply the Christ child was born of the play’s lesbian couple—and even this keeps the virgin birth intact.

Of course, the vast majority of those who protest this play wherever it is performed have never seen or read it. Fundamentalism, of any religion, leaves no window for dissenters and questioners.

By contrast, I just saw a 1999 movie called “Dogma,” a low-budget flick with a superstar cast (including very young Matt Damon and Ben Affleck as a pair of very foul-mouthed sin-avenging angels on a killing spree, George Carlin as a shady, street-tough Catholic Cardinal in New Jersey, Chris Rock as the delightful unknown 13th Apostle, and Salma Hayek as as a celestial being-turned-stripper). Early in the movie, we see Damon in an airport lounge, casting deep doubts about God’s existence into the mind of a confused Catholic nun. After she leaves, Affleck points out the irony that Damon’s character has known God directly.

An angel who kills with an assault weapon is only one of the many blasphemies—not all of them violent. The reimaging of several different pieces of the Jesus story as well as the portrayal of God will no doubt raise a few eyebrows among the faithful. Hundreds of people die in this funny but very gory film.

Now this is a movie that many Christians and religious Jews would find blasphemous all the way through—if they can stop laughing long enough to reflect on it. And yet, I didn’t remember any protests around it!

But Google has a better memory than I do; there were protests, actually. In fact, Disney’s Michael Eisner cut the film loose from his empire, under pressure from the Catholic League. Not only that, but the film’s director, Kevin Smith, infiltrated one of the protests—what a brilliant publicity move! He wrote and spoke (quite humorously) about his experience on this page, which also includes a TV news report of the protest, where he got recognized and interviewed.

I can understand that a film about a couple of angels cursing and shooting their way through modern America would upset people. But what does it say about our culture that people also get upset about sincere and committed expression of same-sex love?

Facebooktwitterpinterestlinkedinmail

By Posted on Posted in language, Politics, propaganda Tagged with , , ,

Yesterday, I heard a RepubliPundit on All Things Considered, decrying Obama’s inauguration speech because he felt it was confrontative and didn’t offer any “olive branches.”

Seems to me, Obama has spent the last four years offering olive branches to the right—and having 98 percent of them snapped off, chewed up, and spat back in his face. The Republicans have been incredibly unwilling to compromise, or even make any substantive proposals. Meanwhile, Obama’s base rightfully feels like a whole lot of areas where there should have been progress have stagnated. I personally I’m glad he is finally stepping up and saying he was elected to make change, and he’s going to make change. If he can at least bring us back to the economic stability and human rights approaches of the Clinton era (and yes, he’s better than Clinton on gay rights), that will be a big step in reversing the Rogue State government of George W. Bush.

Facebooktwitterpinterestlinkedinmail

By Posted on Posted in Activism, Business Ethics, Copywriting, Democracy, language, Marketing Techniques and Philosophies Tagged with , , , , , ,

“Framing” is the way you position an issue, ideally in terms that are easy to grasp. Alan Grayson is one of the few on the left (Van Jones is another) who are really good at framing. Look how he describes the impact of Walmart’s low wages as an attack on taxpayers, on Cenk Uygur’s national TV show—something people on the right can relate to. (The full transcript is at that link.)

As you pointed out, the average associate at Walmart makes less than $9 an hour. I don’t know how anybody these days can afford their rent, afford their food, afford their health coverage, afford their transportation costs just to get to work, when they’re making only $9 an hour or less.

And who ends up paying for it? It’s the taxpayer…The taxpayer pays the earned income credit. The taxpayer pays for Medicaid. The taxpayer pays for the unemployment insurance when they cut their hours down. And the taxpayers pay for other forms of public assistance like food stamps. I think that the taxpayer is getting fed up paying for all these things when, in fact, Walmart could give every single employee it’s got, even the CEO, a 30% raise, and Walmart would still be profitable… I don’t think that Walmart should, in effect, be the largest recipient of public assistance in the country. In state after state after state, Walmart employees represent the largest group of Medicaid recipients, the largest group of food stamp recipients, and the taxpayers shouldn’t have to bear that burden. It should be Walmart. So we’re going to take that burden and put it where it belongs, on Walmart.

Consider framing for wide appeal when you develop your organizing messages. If you plan carefully, framing can play a major role in the debate. I credit a lot of the success of Save the Mountain, the environmental group I started in 1999 that beat back a terrible development project in just 13 months, to the careful attention I paid to framing, starting with the very first press release and continuing through the whole campaign.

Facebooktwitterpinterestlinkedinmail

By Posted on Posted in Advertising, Business Ethics, Demographics/Psychographics, language, Marketing Techniques and Philosophies, media-general Tagged with , , , , ,

(continued from yesterday)

Scary warnings and official-looking documents from Publishers Clearing House
Scary warnings and official-looking documents from Publishers Clearing House
  • Publishers Clearing House still believes in direct mail that scares people into action. The envelope and packet are full of legal-looking documents, dire warnings in big bold print, etc.
  • The “involvement devices”—labels to pull off and attach, gold-covered panels to scratch off, very complicated instructions to follow exactly—are variations on the same stuff I remember from Publishers Clearing House mailers in the 1970s and 1980s. And they were old and tired even back then.
  • Publishers Clearing House apparently never got the memo on credibility in marketing. Instead of using real credibility builders such as testimonials, they fill the mailing with official-looking layouts, fake stickers with bar codes, and language on the return form with language like “I am claiming eligibility…” Oh yes, and they’re still using celebrities, as they used the late Ed McMahon for many years (in fact, I first heard of Ed McMahon through PCH sweepstakes, and had to find out later that he was a TV star). Now, it’s Brian Williams.

Back in 2000, the PCH sweepstakes mailings inspired this quote in the Direct Mail section of my earlier book, Grassroots Marketing: Getting Noticed in a Noisy World:

Forget about glitzy, complicated sweepstakes offers, with seemingly dozens of different-sized papers, foils, stickers, and scratch-off cards; your production cost will be enormous before you even start. Besides, they cost you tons of money mailing to and following up on false prospects.

A simple, straightforward approach is far better. Use ordinary paper sizes and stocks, and win the prospect over through the strength of your offer—not gimmicks or packaging. You’ll stay within your budget, and target serious prospects, not a bunch of chiselers hoping for a million dollars from you, Ed McMahon, or the tooth fairy.

That was true when I wrote Grassroots Marketing, and even more true now.

PCH sweepstakes-related inserts vs. ad delivery from other companies
Publishers Clearing House sweepstakes-related inserts vs. ad delivery from other companies
  • Of the 44 pieces of paper in the envelope, only 9-1/2 were actually related to the PCH sweepstakes and offer. The others, including the back of one of the Publishers Clearing House pages, were ads from other companies. Given that so much magazine content is available online, for free, that a whole generation will barely pick up a paper magazine any more, and that numerous other channels provide the information we used to get from general-interest magazines, it makes sense that Publishers Clearing House realized its business model had to change. Now they’re apparently in the business of delivering cheesy offers from other merchants—what could have been a good use of the partnership strategy I advocate, if the offer quality and targeting hadn’t been so pathetic.
  • Geotargeting has become more sophisticated. One of the slips announces “SHEL HOROWITZ, THE SEARCH FOR A MAJOR PRIZE WINNER IN THE SPRINGFIELD-HOLYOKE TV AREA INCLUDES YOUR 01035 NEIGHBORHOOD!… There will DEFINITELY be a   Major Prize Winner of $1,000.00 from Your Local TV Area, which includes your Zip Code!” (capitalization, punctuation, and underlining are exactly as they were in the original). So Publishers Clearing House is now matching zip codes against media markets, and guaranteeing at least one winner—note the SMALL dollar amount—in my media market (which contains dozens of zip codes).
  • Technology isn’t perfect. My envelope contained two copies of a several-page ad bundle (one of several in the mailing)—and DID NOT contain the actual form to select magazines! Even if I’d wanted to subscribe, I couldn’t do so from this mailing.

I may get an onslaught of comments pointing out that Publishers Clearing House’s methods are obviously working, or they wouldn’t keep at it after all these decades. Of course they work! I freely grant that.

But to what effect? What’s the real benefit of developing a large list of purely transactional contacts who didn’t necessarily even buy—they entered a chance to win big bucks for free. Do these people have any loyalty? Has PCH done any segmentation other than geographic? Can they market to these people as individuals in any meaningful way?

The negative answer is obvious in the kinds of junk offers crammed into the rest of the PCH sweepstakes envelope: tchatchkes and trinkets and home repair products of dubious value—the sort of stuff that gets sold on late-night TV ads over obscure cable channels. It’s these clueless merchants that I actually feel sorry for.

Facebooktwitterpinterestlinkedinmail

By Posted on Posted in language, media-general, Politics, propaganda, Uncategorized Tagged with , , , ,

Dear Mitt Romney:

A few months ago, we heard that you participated in beating up a gay kid when you were a high school student. Watching you at the debate tonight, I can easily believe that you were a high school bully. You’re still a bully!

Do you think you’re going to score points by jumping in repeatedly when it wasn’t your turn, monopolizing the time to make the same three or four tired points over and over again instead of following the rules of the debate? Do you think the rules don’t apply to the 1%? Just because president Obama was too polite and Jim Lehrer too ineffectual to stop you from grabbing far more than your share does not mean it sits well with those of us who were paying attention.

And neither does your latest round of flip-flopping–or should I call it by its more accurate name: hypocrisy? How, all of a sudden, are we supposed to believe that you’re a great friend of the middle class, that you will not cut taxes for the wealthy, and that you’re happy about government regulation? That’s not what you said all the way through the primary debates. It’s not what you said in a campaign stop when you told that poor shnook, “Corporations are people, my friend.” And it’s not what you said when you dismissed 47 percent of the American people, at a private fundraiser when you thought the world wasn’t listening.

And then there are the lies: You know the $716 billion claim is nonsense. And where did you get the absurd statement that half of the green energy companies the government invested in have failed? If I counted right, this ABC news story cites eight separate false statements from Mitt Romney, and they didn’t even pick up on the energy gaffe. In fact, there’s a spate of Twitter activity using the hashtag #MittLies.

Yet again, the question must be asked, which is the real Mitt Romney? And can somebody please give Jim Lehrer the hook before the next debate and put in a moderator who can set limits on this out-of-control man?

Facebooktwitterpinterestlinkedinmail

By Posted on Posted in Demographics/Psychographics, language, Politics, propaganda Tagged with , , , ,

My local paper, the Daily Hampshire Gazette of Northampton, Massachusetts, ran an AP  story about the foundering Mitt Romney campaign under the headline,”Slipping in polls, Romney tries to seem caring.” (The link may not work if you’re not a subscriber, but here’s a link to the same story with a slightly different headline, on the AP website.)

Two things I’d like to explore about this, and not what you think. I’m really not going to discuss the content of Mitt Romney’s campaign at the moment, though I could certainly “take him to the woodshed” about a lot of his messaging (I might do that next time). Today, I want to look at the linguistics of this headline: specifically, the use of “tries” and  “seems.” I’ll use comedian Stephen Colbert’s framework of “truthiness” as a lens.

Trying is different from doing. It’s one of those words I’m working hard (notice I didn’t say “trying”) to excise from my vocabulary, and from the materials I create for my marketing clients. Trying, rather than doing, predisposes toward failure: “well, I tried.”

Language influences us in ways we’re only just starting to imagine. If your language includes a dozen words for cooperative problem solving, but none for war, how does that shape foreign policy?

In Spanish, there are two distinct verbs that translate into English as “to be”/”is”: Ser (to be in a permanent state) and estar (to be in a temporary condition or location). If you’re describing a permanent condition, you use ser. Examples: “I am a mother” or “I am a father” or “the mountain exists.” Gender takes ser, because until recent decades, that was seen as permanent.

Estar is for conditions that could change: “I feel tired” [right now]; “I am at the cafe”; “the food is on the table”; “she’s pregnant.”

Oddly enough, your profession, even though it could change, takes ser: “soy escritor”—”I am a writer.” What does it say about the class ladder of a society that sees a job title as permanent?

In English, we don’t have the ser/estar distinction.  Thus, I chose to write above, “I feel tired” because I don’t want to ascribe permanence to that kind of negative thought—even as an example in a blog post and not as a statement of reality—by using “I am.”

So, that the writer perceives that Romney is only trying, and not accomplishing, is very telling.

And then there’s the other trigger word in that headline, “seems.” Which brings us to Stephen Colbert’s elegant concept of “truthiness”—stating something that you wish were  true as if it’s fact  (something many senior George W. Bush administration officials as well as quite a few pundits—especially but not always on Fox News).

Romney’s attempt to “seem caring” is a great example of truthiness; the real Romney, behind closed doors, wrote off 47 percent of the American public.

Of course, in fairness, it wasn’t the Romney campaign that said he’s trying to seem caring; it wasn’t even the Associated Press, whose headline was “Slipping in polls, Romney assures voters ‘I care.'” The “tries” was inserted by a headline writer at the Gazette. But I think that person actually nailed a few central problems with the Romney campaign. He appears incredibly clueless in his interactions with ordinary people…he can’t decide where he stands on many issues, or on his past accomplishments…and these two together combine to present an image and aura of inauthenticity. Someone who “seems” to go for “truthiness,” rather than a man willing to stand on the facts of his record or his positions.

(For more on the life choices that stem from your word choices, I strongly recommend this interview with Donna Fisher, which is available without charge through the end of the week, and then will go behind a firewall. I have no affiliation with Donna or that teleseminar series—but I have listened to it four times, and it’s very rare that I listen to a call more than once. The relevant section starts about 13 minutes in.)

Facebooktwitterpinterestlinkedinmail

By Posted on Posted in Energy & Sustainability, Entrepreneurship, Green Business, Green Marketing, Innovation, language, Marketing Techniques and Philosophies, Marketing Trends/News, People Helping People, Socially Responsible Investing, Technology, Web 2.0/Social Media Tagged with , , , , , , ,

Heard of Carrotmobs yet? Consumers have used our buying power to avoid companies with the wrong values for decades. Now there’s a positive flip: actively making the effort to buy from companies that support your values. I only heard the term “Carrotmob”—so called because consumers use the carrot of positive business rather than the stick of withdrawing business to achieve social good.

I think I only heard the term a month or two ago; since then, I’ve run across it several times. This concept seems to be entering the language faster than anything I can remember since “Ms.” was invented as a gender-neutral alternative to Miss and Mrs., back in the1970s.

Here’s a particularly cool one with the odd twist that it was initiated by the company—and since I write about out-of-the-box people-centered marketing of green products and services, worth flagging here. I imagine this marketing strategy could get old fast if too many people do it, but the idea of having your customers pre-fund your sustainability venture is a good one. Think abou Kickstarter campaigns; this isn’t so different, after all.

A coffee company has decided that organic/fair trade coffee is not enough; the coffee should be transported on cargo ships powered by renewable energy. Specifically, using wind power.

Thanksgiving Coffee, a California-based artisan roaster, will arrange for wind-powered shipping if people buy $150,000 worth of coffee on Carrotmob. The goal is to prove demand for wind-transported coffee and research ways to make wind-powered shipping a reality in our own time.

It’s worth remembering that all cargo shipping from the dawn of history into the 19th century was either wind-powered or human-powered (by rowers). So there’s no need to prove that cargo shipping can be wind-powered. However, a transatlantic voyage by wind took many weeks, sometimes went way off course, was more susceptible to storms, etc. Steam and then diesel made shipping fast and reliable enough to create the modern global economy. So the real challenge is not to prove that they can use wind-powered ships, but that they can compete effectively using a modern wind-powered shipping fleet.

This of course could have a huge impact on the entire cargo shipping industry, if it can be done effectively and inexpensively enough to transport many different types of items. And certainly, it will inspire the shipping industry to add more sustainable practices even if using conventional diesel-powered cargo ships.

Meanwhile, if you’re a coffee drinker, you can help Thanksgiving Coffee test the waters for sustainable shipping. Go read the article on Ecopreneurist, or skip directly to the Thanksgiving Coffee Carrotmob page and buy a pound or two.

Facebooktwitterpinterestlinkedinmail