Yet another company has gotten in trouble for greenwashing. Raz Godelnik writes in Triple Pundit about cereal giant General Mills’ legal woes: multiple lawsuits over deceptive packaging, claiming for example that its Nature Valley brand of granola bars is “all natural” when in fact it’s highly processed and contains such ingredients as maltodextrin.

You’d think by now companies woud have caught on that honesty really is the best policy.

Of course, it would be nice if the word “natural” actually had a legal definition, and thus some teeth. But it would also be nice if a company that claims to be strongly guided by ethics would do a better job of walking its talk.

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Just found this great article on traditional, marketer-driven outbound (“push”) marketing versus consumer-driven inbound (“pull”) marketing—and it had a really good insight I want to share with you:

Whereas outbound marketing often provided consumers with fantasies (think of Budweiser commercials or luxury car ads,) inbound marketing provides consumers with facts. People aren’t researching and gathering information on what fantasy a company is trying to sell them on, they are researching the efficacy of their products, and (with ever-growing regularity) the social and environmental policies of specific brands.

If you’ve followed me for a while, you know that I’m a huge believer in pull marketing, in putting the consumer in the driver’s seat to actively seek out solutions and find you. All the way back in 1985, when I published my first marketing book, I talked about effective Yellow Pages presence. Yellow Pages was the web browser of its time, a way to seek out and compare all the providers of a service and make a decision based on who could serve you best. By the time I did my most recent (sixth) marketing book, the award-winning and category-best-selling Guerrilla Marketing Goes Green, I devoted significant space to inbound/pull strategies, from social media to Internet discussion groups. This kind of marketing is not at all intrusive; in fact, it’s welcomed.

But the insight that the reason it works so well is that it’s based in fact rather than fantasy is something I’ve never articulated. And I find it particularly interesting because the common marketing wisdom is that emotions do the selling, and intellect serves only to justify the purchase to others. I’ve never believed that; I have said for years that the best selling uses both emotion and rationality, complementing each other. To put it another way, selling is much easier when the buyer has both the need and the desire. Either one by itself is rarely enough to close a purchase.

By coincidence, I’m reading a book right now that says businesses don’t need to advertise—but it makes a huge exception for directory listings (including Yellow Pages and search engine ads). I was having trouble with that differentiation, until I read this article. Now I finally understand what the authors are getting at: advertising = fantasy, while listings = fact.

I’m not sure I agree, but at least now I see where they’re coming from.

What do you think—and feel—about this? Please share below.

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When making any marketing purchase, you want to know what it will bring you. Too many business owners forget that step, and buy blindly, wasting a ton of money.

This morning, I got a call from a promotional products salesman that illustrates this all-too-well. This a  real conversation, as best as I can transcribe it from memory:

Me: I don’t do advertising specialties, because I don’t even meet most of my clients. I get them from my books, from online networking, from my speeches…

Salesman: Would you like more traffic to your website? We do these beautiful laser-engraved pens with your website URL.

Me: I already get about 50,000 visits a month to my site.

Salesman: Well, imagine hundreds of thousands more visitors.

 

Pens with URLs no one will type in
Would you type in a URL from these pens?

Me: You think I’m going to get hundreds of thousands of visitors by giving out pens? Let me ask you—when was the last time you visited a website because someone gave you a pen with the URL?

Salesman: Most of the pens I’ve seen don’t have URLs.

Me: Well, I’ve seen plenty that do. I read every printed pen I get. And I can’t think of a single one that got me to type in the URL.

First of all, the guy is out of touch. URLs have been appearing on pens for years. I did a quick survey of ten random custom pens in my stash; half had a URL, and some of the others, like a pen from Hyatt hotels, didn’t really need one because the URL is obvious. If you’re going to do any kind of promotional product, you want your URL nice and prominent on it. And second, he was so completely clueless about the ROI for me. The ROI for him is obvious: a commission. But what’s the benefit to me? Zero.

Mind you, I’m not dissing the category of promotional items. I’ve seen examples that work well: an auto sunshade with huge block letters on both sides, promoting a mayoral candidate (she won)…a mug that stays on your desk as a reminder, month after month, a solar calculator promoting a solar energy consultant…lawn signs with the silhouette of the mountain a local environmental group was trying to save, along with both phone and URL (they won).

In fact, I’m actually planning to experiment with a small run of imprinted seed packages; I believe they will harmonize with my message of business growth through green principles. I’ll hand these out when I speak at green business conferences, and maybe throw a few out to the audience for answering questions correctly in general business conferences.

Promotional products make sense when there’s not only a good fit between the marketing vehicle and the brand, but also a good fit between the utility of the product and the visibility of the marketing message. On that last, it’s the difference between items like pens or worse, sunglasses, where the marketing message is hard to read and too small to do much branding anyway—and something that actually might be useful for marketing, say, a t-shirt or tote bag, where the message can easily attract attention.

What are some of the best and worst marketing purchases you’ve made (or seen), from an ROI perspective? Comment below.

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I’ve said for years that industrial designers should have to live and work with their products for six to twelve months before they’re released to the market. It’s much easier to fix the bugs pre-release, but the designers don’t actually use the product, so they don’t see the bugs.

This witty and entertaining 20-minute speech by Seth Godin offers seven reasons why products, systems, organizations, or even mindsets are broken (scroll down to the video):

  1. Not my job
  2. Selfish jerks
  3. The world changed
  4. I didn’t know
  5. I’m not a fish
  6. Contradictions
  7. Broken on purpose

“I’m not a fish” is the one that too-often rules the design world. He shows slides of a culvert designed to transport fish—but designed so fish can’t use it. The industrial designer is unable to think like his or her “customer,” and the project fails.

Some of the others, among them “not my job” and “the world changed” lead to other types of stupidity. Most of them are actual real-life examples—but I’m hoping the photo of a sign that says “Caution: This sign has sharp edges. Do not touch the edges of this sign” in large, dramatic letters, and then in tiny letters, “also, the bridge is out ahead” is a joke.

The seventh item, “broken on purpose,” is about thinking differently—about making your project not only attractive to the right people, but unattractive to the wrong people. If you want to stimulate your brain toward genius, pay careful attention to that segment.

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A blogger on Sustainable Business, Marc Stoiber, wonders why a major sustainability milestone achieved by Translink, the Vancouver, British Colombia transit system, went almost unnoticed by local and national media.

The funny thing is…transit systems control their own media, one that reaches the two most important audiences they have. If I were the company’s marketing director, I’d put inside placards on the front and back of both sides of every bus and subway (four signs in each car) to reach the actual riders—and exterior signage to reach the next-most-important constituency: Vancouver-area residents not yet using public transit.

The interior placards would not just brag about the accomplishment—they’d say thank you to the riders for their part. And those exterior signs would recruit new riders to join the tribe, e.g., “become part of the greenest commute in North America.” And I’d supplement this with a nice social media campaign, which itself could be a subject for exciting press releases, etc.

Then, the local media and perhaps the national media would almost certainly pick up the story—but even if they didn’t, the message would be out there, and if done right, ridership would grow.

Stoiber goes on to discuss the very creative marketing of another transit advocate, Jason Roberts—who put up a website for the a nonexistent light-rail transit line in Dallas, Texas called the Oak Cliff Transit Authority—and was able to organize so effectively around this public vision that the project actually got funded! You might call Roberts’ story “If You Dream It, They Will Come—IF You’re a Marketer and Organizer Who Can Create and Gather a Tribe.”

Vancouver Transit execs: I’d love to consult with you on how to build big awareness. I already have one Vancouver-based green company as a client.

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Sunday, I asked for your comments on three inspirations for innovation and creativity. If you missed the original, please take a moment to go back and read it first. If you didn’t, be aware that I give away the ending to the Caine film below.

I’m writing this on Sunday, immediately after posing my question to you, and posting it on Tuesday, as promised. Hopefully a few of you have added your wisdom. And here’s what I think:

1. Chris Brogan is spot on when he says you don’t achieve greatness by following the existing paradigm. You conceive the ultimate goal—hopefully something big and bold—and then engineer a path from today’s world to that goal.

Examples:

2. A number of lessons to be learned from “Caine’s Arcade”:

  • Caine’s parents were wise enough not to interfere, not to assault their son with messages that what he was trying t do was impossible, useless, or even misdirected. They gave him room to follow his dream.
  • For Caine, it was enough to build it even when people didn’t come—just as for me, I’m driven to write my blog, my monthly column, and my books even though my audiences are small. Because I know that a few people do passionately pay attention to my ideas, it gives me a lot of juice to keep going. Of course, if I had the fame of a Chris Brogan or Seth Godin, I’d reach a lot more people. And that would harmonize with my own goals to change the world. But just knowing that I have changed the lives of a few people and the course of a few communities helps me keep going. I’m not sure I’m as brave as Caine, though. I’m not sure I could do it anymore if I didn’t think anyone at all was listening.
  • The missing ingredient in both Emerson’s “build a better mousetrap and people will beat a path to your door” and director Phil Alden Robinson and writer W. P. Kinsella’s “if you build it, they will come” is marketing. While Caine says he doesn’t care if anyone comes to play, he tells us of feeling excluded and teased when he tried to share his accomplishment at school. And his reaction when his lone customer brings a crowd to play shows that while just the achievement had been enough for Caine, sharing it with others is so much more. Nirvan, that solitary customer, did the marketing for him, and did a fabulous job. The happy ending is as much a testament to Nirvan’s social media prowess as to Caine’s creativity and ingenuity—just as the rise of Apple needed both Jobs’ vision and marketing skills and Steve Wozniak’s engineering genius. The lesson for entrepreneurs is that if you don’t have all three elements—vision, engineering, and marketing—you need to partner with someone who has the pieces you lack.

3. The actual ad featured in the going green video is a brilliant example of using big-picture thinking to convey a message. Take a walk—and find your true love. Yes, it’s absurd. But it’s also very compelling. and it talks most elegantly to the way people can change behavior and become greener—achieving both a planetary and a personal good.

Much traditional advertising of for-profit products and nonprofit causes focuses on one or the other: buy this car or smoke this cigarette and you’ll feel sexy, that sort of thing—or “only you can prevent forest fires,” give money to cancer research, etc.—helping-others messaging without a clear direct benefit.

As a green marketer, I constantly say that marketers need to hit both the self-interst and the planetary interest, especially if they want to reach beyond the deep greens. In fact, I wrote my last Green And Profitable column on this very theme. The ad is a nice example, and the opening slides give us some very good framing about the power of art to influence thought, in many contexts.

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Without starting with that intention, I’ve been immersing myself in “creativity juice” this morning. A whole bunch of the e-mails I’ve opened have, by random chance (if there is such a thing), forced me to think about how creativity happens,  what it means, and whether “if you build it, they will come”—a/k/a, in the pre-“Field of Dreams” world as the better mousetrap aphorism—has relevance in today’s world.

Today, I’ll share three of these inspirations with you: the raw material. And I’ll write down what I think about this confluence, but set it to post on Tuesday—because I want your reactions before you see mine. Please comment below.

1. This quote from @ChrisBrogan:

When I think about all that a business can do to succeed (or all that an individual can do, for that matter), I start from the mindset of forgetting about the path that someone else has forged. Why? Because innovation rarely (never?) comes from following an established path. If I were going to design a hotel, I wouldn’t try learning what worked and didn’t work for the Four Seasons, I’d think through (and then interview others about) all the details that matter to me as a traveler, and then consider what I could do better.

3. This 3-minute TED talk about creativity, green messaging, and climate change (suggested by TED after I followed an e-mail link and watched a different TED talk)

While I won’t give away my reactions yet, I will tell you that my response cites Steve Jobs, energy visionary Amory Lovins, and some game-changing, category-inventing products.

Meanwhile, you have the floor. I’m eagerly awaiting your response.

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Editor’s Note: I’ve long been a fan of Van Jones and was really upset when he was forced out of the White House. This is such a good analysis that I asked him permission to post it on my site and blog. -Shel Horowitz, primary author, Guerrilla Marketing Goes Green

The Age of Obama: What Went Wrong (and How to Fix It)

Van Jones reflects on his time in-and out of-the White House.

by Van Jones posted Mar 29, 2012 at https://www.yesmagazine.org/people-power/the-age-of-obama-what-went-wrong-and-how-to-fix-it – used with permission.

This article is adapted from Rebuild the Dream, Van Jones’ new book.

The 2008 campaign was a campfire around which millions gathered. But after the election, it was nobody’s job or role to tend that campfire. The White House was focused on the minutiae of passing legislation, not on the magic of leading a movement. Obama For America did the best that it could, but the mass gatherings, the idealism, the expanded notions of American identity, the growing sense of a new national community, all of that disappeared.

It goes without saying that clear thinking and imaginative problem solving are easier in hindsight, away from the battlefield. I was in the White House for six months of 2009, and I was outside of it afterward. I had some of the above insights at the time, but many did not come to me in the middle of the drama and action. Most are the product of deeper reflection, which I was able to do only from a distance.

Nonetheless, the exercise of trying to sort out what might have been and trying to understand why nobody was able to make those things happen in real time has informed this book and shaped my arguments going forward.

I say Obama relied on the people too little, and we tried to rely on him too much.

Let me speak personally: looking back, I do not think those of us who believed in the agenda of change had to get beaten as badly as we were, after Obama was sworn in. We did not have to leave millions of once-inspired people feeling lost, deceived, and abandoned. We did not have to let our movement die down to the level that it did.

The simple truth is this: we overestimated our achievement in 2008, and we underestimated our opponents in 2009.

We did not lose because the backlashers got so loud. We lost because the rest of us got so quiet. Too many of us treated Obama’s inauguration as some kind of finish line, when we should have seen it as just the starting line. Too many of us sat down at the very moment when we should have stood up.

Among those who stayed active, too many of us (myself included) were in the suites when we should have been in the streets. Many “repositioned” our grassroots organizations to be “at the table” in order to “work with the administration.” Some of us (like me) took roles in the government. For a while at least, many were so enthralled with the idea of being a part of history that we forgot the courage, sacrifices, and risks that are sometimes required to make history.

That is hard, scary, and thankless work. It requires a willingness to walk with a White House when possible-and to walk boldly ahead of that same White House, when necessary. A few leaders were willing to play that role from the very beginning, but many more were not. Too many activists reverted to acting like either die-hard or disappointed fans of the president, not fighters for the people.

The conventional wisdom is that Obama went too far to the left to accommodate his liberal base. In my view, the liberal base went too far to the center to accommodate Obama. The conventional wisdom says that Obama relied on Congress too much. I say Obama relied on the people too little, and we tried to rely on him too much. Once it became obvious that he was committed to bipartisanship at all costs, even if it meant chasing an opposition party that was moving further to the right every day, progressives needed to reassess our strategies, defend our own interests, and go our own way. It took us way too long to internalize this lesson- and act upon it.

The independent movement for hope and change, which had been growing since 2003, was a goose that was laying golden eggs. But the bird could not be bossed. Caging it killed it. It died around conference tables in Washington, DC, long before the Tea Party got big enough to kick its carcass down the street.

The administration was na?Øve and hubristic enough to try to absorb and even direct the popular movement that had helped to elect the president. That was part of the problem. But the main problem was that the movement itself was na?Øve and enamored enough that it wanted to be absorbed and directed. Instead of marching on Washington, many of us longed to get marching orders from Washington. We so much wanted to be a part of something beautiful that we forgot how ugly and difficult political change can be. Somewhere along the line, a bottom-up, largely decentralized phenomenon found itself trying to function as a subcomponent of a national party apparatus. Despite the best intentions of practically everyone involved, the whole process wound up sucking the soul out of the movement.

As a result, when the backlash came, the hope-and- changers had no independent ground on which to stand and fight back. Grassroots activists had little independent ability to challenge the White House when it was wrong and, therefore, a dwindling capacity to defend it when it was right.

The Obama administration had the wrong theory of the movement, and the movement had the wrong theory of the presidency. In America, change comes when we have two kinds of leaders, not just one. We need a president who is willing to be pushed into doing the right thing, and we need independent leaders and movements that are willing to do the pushing. For a few years, Obama’s supporters expected the president to act like a movement leader, rather than a head of state.

The confusion was understandable: As a candidate, Obama performed many of the functions of a movement leader. He gave inspiring speeches, held massive rallies, and stirred our hearts. But when he became president, he could no longer play that role.

The expectation that he would or could arose from a fundamental misreading of U.S. history. After all, as head of state, President Lyndon Johnson did not lead the civil rights movement. That was the job of independent movement leaders, such as Martin Luther King Jr., Ella Baker, Bayard Rustin, and Fannie Lou Hamer. There were moments of conflict and cooperation between Johnson and leaders in the freedom struggle, but the alchemy of political power and people power is what resulted in the Civil Rights Acts of 1964 and the Voting Rights Act of 1965.

As head of state, Franklin Delano Roosevelt did not lead the labor movement. That was the job of independent union leaders. Again, the alchemy of political power and people power resulted in the New Deal. As head of state, Woodrow Wilson did not lead the fight to enfranchise women. That was the role of independent movement leaders, such as suffragettes Susan B. Anthony and Ida B. Wells. The alchemy of political power and people power resulted in women’s right to vote. As head of state, Abraham Lincoln did not lead the abolitionists. That was the job of independent movement leaders Frederick Douglass, John Brown, and Harriet Tubman. The alchemy of political power and people power resulted in the emancipation of enslaved Africans. As head of state, Richard Nixon did not lead the environmental movement. That was the job of various environmental organizations, such as the Sierra Club, and other leaders, like those whom writer Rachel Carson inspired. Once again it was the alchemy of political power and people power that resulted in the Clean Air Act, the Clean Water Act, and the Environmental Protection Agency

The biggest reason for our frustrations and failures is that we have not yet understood that both of these are necessary-and they are distinct. We already have our head of state who arguably is willing to be pushed. We do not yet have a strong enough independent movement to do the pushing. The bulk of this book makes the case for how and why we should build one.

Van Jones adapted this article for YES! Magazine, a national, nonprofit media organization that fuses powerful ideas with practical actions, from his new book, Rebuild the Dream. Van Jones, a former contributing editor to YES! Magazine and a former adviser to President Obama, is the co-founder of Rebuild the Dream, a platform for bottom-up, people-powered innovations to help fix the U.S. economy. He is also the co-founder of the Ella Baker Center for Human Rights, Color of Change, and Green for All.

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But why would you want to? If you want to market dishonestly, the person you’re really fooling is yourself. Because it is not effective in the long run, and the long run is what builds a business.

Two examples:

The Secret Spammer

Someone posted this on a LinkedIn discussion today:

 The promotion plan used by [company name] works very well. [company URL]

Always on the lookout for good resources for myself and my clients, I clicked through. First thing I saw was the same guy’s picture, so this was not exactly an unbiased recommendation. And then after clicking in a couple of pages, I found this:

The email blast and daily email advertising to 4 million recipients will cost you only $35 for a lifetime membership. (not included in the package) However, you will learn how to use emailing effectively, what company or companies to use, and how to effectively send email ads.

4 million e-mails a day over multiple days? If that’s not spam, I don’t know what is.  There’s no way this list is targeted, and there’s no way it will help the reputation of any product associated with it. So I responded:

I am sorry, but I looked at your site, Fred (and it would be nice if you were more up front about your relationship to it)–you’re going to send 4 million e-mails for an author? That is SPAM–a wretched curse on the planet. It makes everything else you offer to do suspect.

I have a section in one of my books called “Spam–the newbies’ natural mistake.” You’re not a newbie, though. The site is professionally designed and convincing on first glance. So you know better. Why are you doing this?

If you use sleazy, illegal, unpleasant tactics, that’s how people will think of your book. I will NOT be recommending this one to my clients.

The Bait-and-Switch Home Contractor

A few months ago, I bought a Groupon from a heating-duct cleaning service. But when the technician arrived, he told me the $69 duct cleanout was only good if I first signed up for a $1900 heating system overhaul. No upgrade? Then no work.

This is dumb on so many levels! First of all, you never require an upsell. That’s called bait-and-switch, and is illegal, for good reason. Second, if you try to upsell somebody, your offer should be in tune with the original price. so maybe you offer a $99 or $109 upgrade to your $69 original offer. You’re not going to get many takers if your upsell is 27.53 times the original price, pushing it from two figures to four. Third, if you want to sell someone something 27 times the original price, you need to build trust and show you’re capable of the small stuff. And fourth, if you’re using an outside lead generation system (in this case, Groupon), you don’t want to piss them off. I am sure I am not the only one who got a full credit of my $69 from Groupon, which offers a satisfaction guarantee. How willing will Groupon be to ever work with this company again if some huge percentage of sales have to be refunded?

As Abraham Lincoln allegedly said, “You can fool all the people some of the time, and some of the people all the time, but you cannot fool all the people all the time.”

And as I say, “if you build a business by fooling people, the worst fool is yourself.”

In my latest book, Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet, I talk at some length about long-term customer relationships—how they are key to repeat business, and how repeat customers are five to ten times more profitable than using traditional marketing to bring in new customers. If you have to keep dredging the lakes for people you haven’t ripped off yet, your business is not sustainable.

So, for both ethical and practical reasons, do the right thing and don’t be like either of those fools I cited.

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I recently discovered that my pages have vanished from the top couple of pages for searches for résumé writing in my local area.

From 1985 to 1995, résumé writing for local clients was the biggest chunk of my business. At this point, it’s a very small percentage of what I do—my focus is far more on marketing consulting and copywriting for authors, publishers, and small businesses (especially those with green products and services).

But even though it’s a tiny fraction of my business, it’s work that I enjoy and am good at, and for local clients, it provides me with some human contact that I don’t get through a lot of my other work. And I do want to be found if people are looking.

For years, Google has brought me an occasional résumé client. I hadn’t noticed any drop off, but the résumé portion is such a small part of the operation these days, that it’s hard to measure real drops.

So, in December, I made a special page, just for resume writing in Western Massachusetts, and crammed it full of place names for cities, towns, and counties around here. And added Like buttons for Google+ and Facebook.

Google is known to “sandbox” new pages: to let them sit outside the index for a while until they determine the page to be legitimate. And a page with this many keywords may be particularly at risk.

You can participate in this experiment at https://www.accuratewriting.com/wmass_resumes.shtml. Please click the two buttons; let’s see how long it takes for Google to notice. I will report back the results, whatever happens.

So far, in the three months since the page went up, Google has sent me one résumé client. I think the page is still in the sandbox. However, if you beleive in the Law of Attraction, here’s some validation: I’ve had a noticeable uptick in résumé work generally, but from other sources.

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