Category: Marketing Techniques and Philosophies

By Posted on Posted in Activism, Branding, Democracy, Diversity, Energy & Sustainability, Environment, Ethics in Government, Gratitude, language, Marketing Techniques and Philosophies, People Helping People, Politics, Protests and Crackdowns, Psychology, Social and Economic Justice Tagged with , ,
Elizabeth Warren hugs a woman in front of Homestead Detention Center

Regardless of what you think of her politics, her personality, or anything else, you have to admit she is quite a wordsmith.  Personally, I thought Elizabeth Warren was the best presidential candidate I’ve ever had the chance to vote for. But after her dismal Super Tuesday, it was clearly time for her to get out. She used the opportunity to be memorable once again, and to remind us that it was never about her, but about the movement.

Elizabeth Warren hugs a woman in front of Homestead Detention Center
Elizabeth Warren hugs a woman in front of Homestead Detention Center

Warren’s amazing pep talk of a withdrawal statement was one of the most remarkable pieces of oratory-in-writing (and, I’m guessing, oratory delivered in person to our campaign staff) I’ve ever seen. Since many readers of this blog are professional communicators, it’s worth analyzing and learning from it. Here it is, with my commentary:

I want to start with the news. I want all of you to hear it first, and I want you to hear it straight from me: today, I’m suspending our campaign for president.

No shilly-shallying, no evasion. Straight to the unpleasant truth.

I know how hard all of you have worked. I know how you disrupted your lives to be part of this. I know you have families and loved ones you could have spent more time with. You missed them and they missed you. And I know you have sacrificed to be here.

Acknowledging how her volunteers and staff have put their lives on hold. Few candidates do this. More should.

So from the bottom of my heart, thank you, for everything you have poured into this campaign.

Not just acknowledging, but giving direct thanks.

I know that when we set out, this was not the call you ever wanted to hear. It is not the call I ever wanted to make. But I refuse to let disappointment blind me – or you – to what we’ve accomplished. We didn’t reach our goal, but what we have done together – what you have done – has made a lasting difference. It’s not the scale of the difference we wanted to make, but it matters – and the changes will have ripples for years to come.

Rooting the disappointment in optimism and accomplishment.

What we have done – and the ideas we have launched into the world, the way we have fought this fight, the relationships we have built – will carry through, carry through for the rest of this election, and the one after that, and the one after that.

Going for the long-term view.


So think about it:

  • We have shown that it is possible to build a grassroots movement that is accountable to supporters and activists and not to wealthy donors – and to do it fast enough for a first-time candidate to build a viable campaign. Never again can anyone say that the only way that a newcomer can get a chance to be a plausible candidate is to take money from corporate executives and billionaires. That’s done.

Look how she frames this: as a forever improvement to a broken system. Wonderfully bold.

  • We have also shown that it is possible to inspire people with big ideas, possible to call out what’s wrong and to lay out a path to make this country live up to its promise.

  • We have also shown that race and justice – economic justice, social justice, environmental justice, criminal justice – are not an afterthought, but are at the heart everything that we do.

And at the heart of this message. This was a campaign based from the start in social justice.

  • We have shown that a woman can stand up, hold her ground, and stay true to herself – no matter what.

Something we needed a certain amount of assurance about, after the debacle of 2016.

  • We have shown that we can build plans in collaboration with the people who are most affected. You know just one example: our disability plan is a model for our country, and, even more importantly, the way we relied on the disability communities to help us get it right will be a more important model.

This collaborative approach is rare in political campaigns, especially at the presidential level. Acknowledging the contributions of experts who don’t merely study but actually LIVE the experience in formulating policy.

And one thing more: campaigns take on a life and soul of their own and they are a reflection of the people who work on them.

This campaign became something special, and it wasn’t because of me. It was because of you. I am so proud of how you all fought this fight alongside me: you fought it with empathy and kindness and generosity – and of course, with enormous passion and grit.

Fairly typical kudos to the staff and volunteers. Nicely done, but other candidates have done the same.

Some of you may remember that long before I got into electoral politics, I was asked if I would accept a Consumer Financial Protection Bureau that was weak and toothless. And I replied that my first choice was a consumer agency that could get real stuff done, and my second choice was no agency and lots of blood and teeth left on the floor. And in this campaign, we have been willing to fight, and, when necessary, we left plenty of blood and teeth on the floor. And I can think of one billionaire who has been denied the chance to buy this election.

Back to the long-haul strategy, the idea that this is a fight that takes time, and that there are victories along the way, from years past to even as recently as this week

Now, campaigns change people. And I know that you will carry the experiences you have had here, the skills you’ve learned, the friendships you have made, will be with you for the rest of your lives. I also want you to know that you have changed me, and I will carry you in my heart for the rest of my life.

Doesn’t she sound like she’s giving a graduation speech? She’s reminding them of the inspiring, even life-changing experience they all had together in support of this larger cause: building a movement.

So if you leave with only one thing you leave with, it must be this: choose to fight only righteous fights, because then when things get tough – and they will – you will know that there is only option ahead of you: nevertheless, you must persist.

A lot going on in these three lines. A command to do what’s right, a reminder that you’ll face deep-seated opposition, and a call-back to the popular meme that sprung up around her after Mitch McConnell refused to let her read Coretta Scott King’s remarks on the Senate floor. McConnell was the one who said, “Nevertheless, she persisted,” and within days, that was on bumper stickers all around the country

You should all be so proud of what we’ve done together – what you have done over this past year.

  • We built a grassroots campaign that had some of the most ambitious organizing targets ever – and then we turned around and surpassed them.

  • Our staff and volunteers on the ground knocked on over 22m doors across the country.

  • They made 20m phone calls and they sent more than 42m texts to voters. That’s truly astonishing. It is.

  • We fundamentally changed the substance of this race.

Not just listing some of the accomplishments, but quantifying them. She’s reminding them that she is a policy wonk, that she uses data to substantiate her claims and justify her many detailed plans.

You know a year ago, people weren’t talking about a $0.02 wealth tax, universal childcare, cancelling student loan debt for 43 million Americans while reducing the racial wealth gap, or breaking up big tech. Or expanding Social Security. And now they are. And because we did the work of building broad support for all of those ideas across this country, these changes could actually be implemented by the next president.

Again, reminding them how they helped to change the discourse and make space for the next president to put these things into practice.

A year ago, people weren’t talking about corruption, and they still aren’t talking about it enough – but we’ve moved the needle, and a hunk of our anti-corruption plan is already embedded in a House bill that is ready to go when we get a Democratic Senate.

A subtle call to get that Democractic Senate majority, and a subtle reminder of the large pile of bills passed by the House but in limbo in the Senate.

We also advocated for fixing our rigged system in a way that will make it work better for everyone – regardless of your race, or gender, or religion, regardless of whether you’re straight or LGBTQ. And that wasn’t an afterthought, it was built into everything we did.

A universalist call for inclusion and intersectionality that manages to avoid insulting white working class straight Christian men, who are just as much “everyone” as those who identify as other than that.

And we did all of this without selling access for money. Together 1.25 million people gave more than $112m to support this campaign. And we did it without selling one minute of my time to the highest bidder. People said that would be impossible. But you did that.

Again, she is rewriting the expectation of what’s not only possible but can become normal.

And we also did it by having fun and by staying true to ourselves. We ran from the heart. We ran on our values. We ran on treating everyone with respect and dignity.

Social change can be fun! As Emma Goldman said, “If I can’t dance, I don’t want to be in your revolution.”

You know liberty green everything was key here – my personal favorites included the liberty green boas, liberty green sneakers, liberty green make up, liberty green hair, and liberty green glitter liberally applied. But it was so much more.

A bit of branding. In truth, I hadn’t noticed this. Warren’s signs have been blue-and-white for years (I live in Massachusetts and I’ve seen them since 2012).

Four-hour selfie lines and pinky promises with little girls.

In other words, what you staff and volunteers did helps to shape the next generation. A strong claim to deeper meaning.

And a wedding at one of our town halls. And we were joyful and positive through all of it.

Celebratory! And a talking point: what other candidate would inspire a wedding at a Town Hall, and what other candidate would make space for that to happen?

We ran a campaign not to put people down, but to lift them up –

Another message of empowerment, and a huge contrast with the incumbent.

and I loved pretty much every minute of it.

OK, so she’s probably exaggerating. But it is clear that she loved most of it. It’s obvious that she enjoys debating, meeting constituents and fans, showing up with media in tow even at a detention center for migrant children, doing funny TV appearances, chowing down regional food, showing off her policies, etc.

So take some time to be with your friends and family, to get some sleep, maybe to get that haircut you’ve been putting off – you know who I’m talking about.

Humor in the face of stress and disappointment, followed by…

Do things to take care of yourselves, gather up your energy, because I know you are coming back. I know you – and I know that you aren’t ready to leave this fight.

Another call to stay active and involved.

You know, I used to hate goodbyes. Whenever I taught my last class or when we moved to a new city, those final goodbyes used to wrench my heart. But then I realized that there is no goodbye for much of what we do. When I left one place, I took everything I’d learned before and all the good ideas that were tucked into my brain and all the good friends that were tucked in my heart, and I brought it all forward with me –

Reiterating that the fight goes on, and so do the policy wins and the friendships.

and it became part of what I did next. This campaign is no different. I may not be in the race for president in 2020, but this fight – our fight – is not over. And our place in this fight has not ended.

Because for every young person who is drowning in student debt, for every family struggling to pay the bills on two incomes, for every mom worried about paying for prescriptions or putting food on the table, this fight goes on. For every immigrant and African American and Muslim and Jewish person and Latinx and trans woman who sees the rise in attacks on people who look or sound or worship like them, this fight goes on.

Reiterating the intersectionality piece, the economic and social justice pieces, and the importance of defending the most vulnerable members of society.

And for every person alarmed by the speed with which climate change is bearing down upon us, this fight goes on. And for every American who desperately wants to see our nation healed and some decency and honor restored to our government, this fight goes on. And sure, the fight may take a new form, but I will be in that fight, and I want you in this fight with me. We will persist.

Bringing in the environment, which hadn’t shown up here so far. And again, reminding of how low the bar has fallen.

One last story. One last story. When I voted yesterday at the elementary school down the street, a mom came up to me. And she said she has two small children, and they have a nightly ritual. After the kids have brushed teeth and read books and gotten that last sip of water and done all the other bedtime routines, they do one last thing before the two little ones go to sleep. Mama leans over them and whispers, “Dream big.” And the children together reply, “Fight hard.”

A big, emotional close. Showing how the campaign’s motto is changing lives into the next generation. I would have ended it there but she has one more inspirational line:

Our work continues, the fight goes on and big dreams never die.

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By Posted on Posted in Abundance and Prosperity, Branding, Business Ethics, Business-general, Copywriting, Corporate Social Responsibility, Eco-friendly, Energy & Sustainability, Entrepreneurship, Environment, Green Business, Innovation, language, Marketing Techniques and Philosophies, Other, People Helping People, poverty, Psychology, Shel's Personal Life, Uncategorized Tagged with , , , ,

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:

  1. Clarity
  2. Justice
  3. Healing

Clarity

The first three lines of an eye chart
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.

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By Posted on Posted in Advertising, Branding, Business-general, Consumer Issues, Greenwashing, language, localism/locavore, Marketing Techniques and Philosophies, Psychology, Shel's Personal Life, Transparency vs. Secrecy Tagged with , , ,

Nostalgiawashing: pretending that you represent the “good old days” of small-town, small-business artisanship while actually running a large, highly mechanized operation.

Although I just invented the term (zero relevant hits on Google), nostalgiawashing’s been a thing for decades. Think about Jack Daniels or Pepperidge Farm. Or nostalgia-driven experience-based companies like Cracker Barrell and even Disney. (Disney is a bit schizophrenic on this, because it markets both nostalgia (for example, Main Street, USA) and its opposite, which I’ll call “tomorrowism” (for example, Epcot). All these companies try to bring us back to a simpler era, when nearly all the figures of authority were straight, white, middle-aged, able-bodied Christian men, and when the upper class could mostly avoid contact with the “masses yearning to breathe free”: immigrants and locally-born alike in the lower classes. Of course, that era never actually existed!

I’m not going on the warpath to eliminate nostalgia-based marketing, even when I think it’s deceptive enough to be called nostalgiawashing. But at least don”t insult our intelligence with it!

This is inspired by a mailing that did insult my intelligence. It was a card that offered “warm winter wishes” on the outside and then offered me a discount on replacement windows and “one of my favorite holiday recipes” (included on a separate index card). I have been a customer, getting replacement patio doors from them a few years ago, so I’ll give them credit for at least keeping in contact. Here’s why it didn’t work:Four-piece mailing from the window company

  • The envelope used a very nice handwriting font, but a return address sticker without a name, just an address…a first-class presort stamp and a sprayed-on barcode. It wasn’t difficult to figure out that this was bulk mail, though I thought it was from a charity.
  • The card is in a different handwriting font, even though it purports to be from the same person who addressed it. And they even positioned the text so it slants up the page–but uniformly on every line??? Come on, people, do you really think you’re fooling anyone?
  • I understand why the recipe card, on what pretends to be an old-fashioned index card, uses yet a third handwriting font–because, of course, the manager’s “Aunt Amy” wrote it. But at the end of the second side (not shown), it has a copyright notice in the name of the company. And the recipe itself is something I personally found disgusting. I can’t imagine wanting to make a dessert out of a whole sleeve of saltines, and Heath bar bits.

Of course, I don’t happen to be in the market for new windows anyway. Even if the mailer had been brilliant, I don’t need what they’re selling. But if they were a client of mine, I would have not only used a completely different approach, but recognized that not a lot of previous customers necessarily need four more windows right now and provided incentives for referrals.

 

 

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By Posted on Posted in Advertising, Consumer Issues, Marketing Techniques and Philosophies, Marketing Trends/News, Media Ethics, media-general, propaganda, Psychology, Shel's Personal Life Tagged with , , , , ,
Simulation of TV newscast. By Original photograph by Sylvain Pedneault. Derivative work by Mike Liao. - Self-made. (Modified from Image:FirePhotography.jpg, under Creative Commons Attribution ShareAlike 3.0 license., CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=4500164

Remember some of those unflattering names for TV in the 1960s and 70s? “Boob tube.” Idiot box.” I think these names are rooted in the neurological changes TV works on our brains, combined with the inherently passive nature of watching–AND with the low content quality that too often marks this powerful and addictive medium.

TV too often incites violence and racism. And I don’t choose to play in that sandbox. For every Mr. Rogers or Sesame Street inculcating positive values, for every National Geographic or Discovery Channel special that broadens our sense of what is possible, there are dozens of shoot-em-up adventure shows and newscasts to focus our attention on the worst parts of our society. And it’s all tied together with ads designed to make us feel inadequate because we don’t buy certain brands. As Mick Jagger sang, “He can’t be a man ’cause he doesn’t smoke/the same cigarettes as me.“

The original promise of cable TV was no ads in return for the monthly payment (1970s). But that original promise didn’t last very long! I grew up in NYC, which had seven stations on the VHF band, plus what must have been another 20 on UHF for those who had sets that could pull them in. Moving to places that had only two or three channels on the broadcast spectrum, I could see the appeal, at least for those who love TV.

TV is not an active part of my life.

We moved when I was 10 and left the big clunky ancient black-and-white TV behind. We didn’t get another one for two years–just in time to watch All In The Family. That was pretty much the only show I watched through high school. Through much of my early adult life, we didn’t even own a TV.

And when we got one, it was mostly as a video monitor, with some PBS kid shows on the side. We thought it was healthier to let our kids watch up to an hour a day of content-supervised TV than to ban it altogether and have it become alluring forbidden fruit.

A few years ago, when regular old broadcast TV was discontinued, our cable company gave us a converter box free for the first two years. We never even got it to work properly, and when the two years were up, we returned the box and eventually convinced them that we shouldn’t be paying the $10 month for a service we weren’t using. They acted deeply shocked but eventually lowered our bill. They supply both our landline phone and our broadband Internet.

A few times a year, we go to a friend’s house or a public place to watch a presidential debate, World Series game, or other special broadcast. I think TV news is the worst kind of mind pollution and get my news from other sources–that’s been true for decades, even when I had a working set. I still read my local daily newspaper, which has great coverage of my own region and at least some coverage of the wider world. I read a ton of e-newsletters that keep me informed within my various niches, and click to interesting links on social media (which has its own positives and negatives)–yes, including some TV clips. I’ll listen to radio news and public affairs programs such as All Things Considered (NPR) and Democracy Now (Pacifica). And yes, I spend some time daily on social media.

In fact, I deeply resent being forced to watch TV news with all its shallowness and violence when I ride elevators, wait for planes or buses or trains, or use a hotel fitness room. If there’s a great skit on Saturday Night Live or a new Randy Rainbow parody, or shocking testimony implicating high government officials, I will hear about it on Facebook and watch online. I worry about the people who spend so much time watching violence disguised as news, especially if they do it right before bed, leaving the whole night for the subconscious to absorb the message that this is normal.

It’s not.

There’s plenty of good in the world. People doing amazing things: harnessing technology to solve problems like hunger, poverty, war, and catastrophic climate change…finding new ways to empower others…joining with neighbors or colleagues to do something too big for any one person or company–but the media is trained to focus on what’s wrong: “If it bleeds, it leads.” There are some nice exceptions, like Yes Magazine, Positive News, and Good News Network (among many others), that consciously focus on positive news–and even some mainstream outlets join this happy chorus. Also, because I’m in the green business world, I read publications like GreenBiz, Eco-Business, and Triple Pundit that are tremendously tilted toward highlighting positive innovation but don’t shy away from negative stories that need to be told.

While I don’t duck from the unpleasant things happening, I don’t steep myself in them. I surround myself with enough positive news (through those and many other channels) to insulate me from the bad effects of soaking in negativtiy. I recommend doing that as much as possible.

What strategies do YOU use to stay focused on the change you can make rather than letting the problems paralyze you? I’d love to see your comments, below.

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By Posted on Posted in Advertising, Business Ethics, Business-general, Consumer Issues, Corporate Social Responsibility, Marketing Techniques and Philosophies, Marketing Trends/News, Psychology, Technology Tagged with , , , , , ,

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 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.

 
 
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By Posted on Posted in Activism, Democracy, Demographics/Psychographics, language, Marketing Techniques and Philosophies, Marketing Trends/News, Media Ethics, media-general, Politics, propaganda, Psychology Tagged with
Senator Elizabeth Warren of Massachusetts
Senator Elizabeth Warren of Massachusetts

I’m a big fan of Massachusetts Senator Elizabeth Warren. She’s been my Senator for more than six years, and I was aware of her consumer advocacy for several years before that. In the crowded field of Democrats seeking the presidency, she’s my top choice.

BUT I still think she made a big mistake turning down a chance to broadcast a Town Hall meeting on Fox news.

I’ve been puzzling about this for almost two weeks, looking for something fresh to say that hasn’t been said before, as in this article by Megan Day:

In Warren’s scenario, Fox News’s politics will be defeated by a few principled liberal politicians engaging in a media blackout. In [Bernie] Sanders’s, Fox News’s politics will be defeated when the Left convinces a significant portion of the Right’s working-class base that they’ve been duped, and that the pro-worker left best represents their political interests...

By refusing to go on Fox News, Warren has demonstrated that she doesn’t take this task as seriously as she ought to. As Sanders has plainly stated, the power of the capitalist class is so formidable that it will take a huge movement of millions of united workers to actually overcome it in reality. Warren’s policy ideas are frequently excellent, but without a fundamental orientation toward the very people who stand to benefit from them, they stand little chance of materializing.

I agree with  Day. Warren’s better policy initiatives are not enough if she’s going to rely on the liberal elite to make them a reality.

And she should know this. She’s a born organizer, and her speeches are very approachable. Like that guy in the White House, she understands how to talk to ordinary people with in some cases limited education, to make them feel excited by (and ownership of) her ideas.

Yes, Fox is toxic. But when people have swallowed poison, you go in and pump their stomachs. The argument she makes that she doesn’t want to enrich the network or legitimize it seems spurious. After all, Bernie Sanders attacked Fox during the Town Hall they gave him and televised.

And then it hit me that my own start in journalism was very relevant.

In 1972, as a 15-year-old junior at Bronx High School of Science, I got my first article bylines–covering peace demonstrations and other progressive events. I didn’t get them in the official school newspaper; writing for Science Survey was only an option for the students in the honors journalism English class.

I got them in one of the school’s underground papers. A paper called Insight, published by a small group of right-wingers who identified as libertarians. They ran my stuff with disclaimers: “the following article does not reflect the views of the management,” etc.

But they ran my stuff! I was able to share my viewpoint, encourage the peace and environmental agendas of groups I was involved with, and build a publication portfolio that led to a 45-year writing career and the authorship of 10 books and thousands of articles.

And even at the time, I felt that maybe the best part was that they put me in front of an audience that was skeptical of my views. They gave me a forum to reach people who disagreed with me. I have no idea if I changed anyone’s mind, but I was given that chance.

Elizabeth should have taken that chance, too.

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By Posted on Posted in Abundance and Prosperity, Diversity, Ethics: General, Gratitude, language, Marketing Techniques and Philosophies, Psychology, Shel's Personal Life Tagged with ,

“In a world that seems like chaos, your reflections are rebellious, daring and needed.”

My birthday sparked a lovely exchange with a devoted fan of the daily Gratitude Journal I’ve been posting on Facebook since March (and plan to turn into a book). She gave permission to post her comments, but not her identity. Hers are in regular type, and my responses are in italic:

Happy Happy Birthday! And I love all the gratitude and aha moments that you share. That level of reflection is an art unto itself. Sometimes being present is the best present we give to ourselves and others. HAPPY BIRTHDAY! Celebrate well!

Thanks for your sweet and thoughtful message. It means a lot that the work I do here is appreciated by you and others.

It really is. And what a journal to capture the rollercoaster that is that life-is-so-daily, so stand up for what you believe in, get outside to appreciate the places around you, love your people and carpe diem.

You teach us and re-affirm that with every post. In a world that seems like chaos, your reflections are rebellious, daring and needed.
Your posts remind all your readers that little moments matter, that meals matter, that who we spend time helping matters, that community is important. All those messages are needed in the cacophony of today’s world.

And that’s exactly why I do it! I believe that modeling the world I want to live in actually does help create that world. I try not to attack people personally even as I vehemently disagree with them (though some in the current administration, as well as some of the trolls, make that very challenging). I try to share more posts about people repairing the world than destroying.


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By Posted on Posted in Abundance and Prosperity, Branding, Business Ethics, Business-general, Consumer Issues, Corporate Social Responsibility, Customer Service as Marketing, Democracy, Entrepreneurship, Environment, Green Business, Green Marketing, Innovation, language, Marketing Techniques and Philosophies, People Helping People, poverty, Psychology, Social and Economic Justice Tagged with , , ,
We hear lots of talk about being customer-centric—but then we see far too many examples of companies that DON’T walk their talk. I still remember seeing a sign inside a Blockbuster Video store, maybe 20 years ago, talking about their empowered employees. I went up to the counter clerk and asked permission to snap a picture of the sign; I wanted to use it as a positive example in the customer service section of the marketing book I was writing—and the clerk said I’d have to call corporate headquarters. What kind of empowered employee is that? I was so disgusted I never set foot in another Blockbuster.
Most companies will need to make three shifts at the same time to become truly customer-centric. All three are challenging but bring very big returns.
  1. Create a culture where employees feel valued and listened to—where what they do makes a difference. Empower them not just to fix customers’ problems but to harness their own creativity to create preemptive change. IN the trenches every day, employees often have the best ideas for improving things. But they will only share those ideas if they think management will pay attention and that they won’t get punished in any way. No matter how crazy an idea may seem, give it a full airing. Often, you can modify it to be practical, and implement those pieces. Consider implementing a reward system for any idea. The reward doesn’t have to be monetary. It could be as simple as naming the employee with the best idea, or with the most ideas, Employee of the Month. However, if the idea saves or makes the company a big pile, the originator should get a money reward too. For hierarchical companies, this means letting go of command-and-control and making line employees feel that management really wants their ideas—which can be discussed in public meetings/assigned to study/IMPLEMENTATION committees and NEVER dismissed out-of-hand by a manager either 1:1 or in public. This takes training, of course.
  2. Really listen to your customers. Don’t just wait for them to complain. Go out and ask them what they love about working with you, and what they’d like you to improve—and why.

    A woman on a customer service call, taking handwritten notes
    A woman on a customer service call, taking handwritten notes

    Treat this seriously and publicize the way their suggestions become innovations (including honoring them by name, if they consent). Not only will this show how responsive you are, it encourages more people to jump in with their own ideas.

  3. Align your company with a higher purpose. If people feel that you’re making both a difference and a profit, they will become much more enthusiastic Employee turnover drops while productivity goes up, customer retention increases, and you might even become a media darling. For instance, can you identify, develop, and market a profitable product or service that actually helps turn hunger and poverty into abundance, war into peace, or catastrophic climate change into planetary balance?
  4. Bonus tip, because I like to overdeliver: shift from a scarcity to an abundance mindset. Replace “yes, but” with “yes, and”: expand the possibilities, build off that suggestions until you’ve co-created something wonderful. Then go implement it!

Need help? This is what I do in my consulting, writing, and speaking. I’m really good at finding opportunities for almost any company to “do well by doing good” (old Quaker saying): to find profitable niches that make the world better, and to create the products and services to fill those niches. Here’s my contact info. Want to learn more? Drop by https://goingbeyondsustainability.com/ and have an explore.

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By Posted on Posted in Activism, Branding, Corporate Social Responsibility, Innovation, language, Marketing Techniques and Philosophies, Social and Economic Justice, Uncategorized Tagged with , , , ,

Do corporations treat innovation as a “virus”–a threat?Even a virus can look beautiful. Chanvge the perception of yur inovationn form a virus to a beautiful opportunity.

That’s the intriguing question Stowe Boyd asks in today’s newsletter. Along with Seth Godin, Stowe often helps me start my day.

Never Under-Estimate the Immune System | John Hagel warns us of the almost reflex rejection of new ideas by the innately conservative culture of organizations, and which may be the central weakness of organizations to the world of today:
Every large and successful institution has an immune system– a collection of individuals who are prepared to mobilize at the slightest sign of any “outside” ideas or people in order to ensure that these foreign bodies are neutralized and that the existing institution survives intact and can continue on course. Just like the immune system all organisms have, this institutional immune system is adept at recognizing foreign bodies as soon as they appear and very effective at protecting the institution from infection. It is in fact what has helped large institutions to survive – they are in fact “built to last.”
But here’s the paradox: the immune system that has given large institutions extraordinary resilience in the past may be the very thing that makes these institutions so vulnerable today.

I clicked through to the original article. Hagel continues:

In more stable times, institutional immune systems are very effective at keeping institutions focused and on course, resistant to the distractions that might lead to their downfall. In more rapidly changing and volatile signs, this same immune system can become deadly by resisting the very changes that are required for the survival of the institution…

I’ve been involved in large scale transformation efforts for decades now and there’s only one lesson that I really have to share from all that experience: never, ever under-estimate the power of the immune system of a large existing institution…

[W]e need to craft approaches to transformation that have the ability to respect the power of the immune system and find ways to minimize the risk that the immune system will mobilize to crush the transformation effort. [emphasis in original]

Pointing out that threat-based change increases resistance, Hagel lays out a detailed transformational change action map that positions change as an opportunity. It’s worth reading.

Progressives and environmentalists often try to motivate negatively: through guilt, shame, and fear. And as I think about it, I realize the Right also uses negative motivations, notably fear and greed. Both sides are Chicken Littles, screaming that the world will end. So the far-Left gets people sunk and worried that the world will end, while the far-Right gets people on a treadmill of hatred, xenophobia, etc.

Neither of these approaches create positive social change. But Hagel’s focus on showing the opportunities does.

Boyd focuses on workforce issues, Hagel apparently on organizational transformation. My own focus is on opportunities for transformational social/environmental change to intersect and overlap with business profitability. In my own work, I often talk about the need to motivate positively. I’ve spent the last five years demonstrating those opportunities. I show business how to identify/create/market profitable offerings that turn hunger and poverty into abundance, war into peace, and catastrophic climate change into planetary balance–not through guilt, shame, and fear, but through enlightened organizational and personal self-interest. Thus, my speaking and writing focuses on building profitability through those social and environmental change products and services. A successful initiative:

  • Finds money in making the world better
  • Creates brand loyalty leading to repeat and ever-larger purchases
  • Encourages customers to spread the word about your good work, inspiring an army of unpaid brand ambassadors
  • Reduces operating costs and internal resource consumption (in keeping with Hagel’s challenge to avoid igniting the corporate immune system by minimizing new initiative’s need for resources )
  • And of course, actually does improve things for those suffering the consequences of crises like hunger, poverty, war, and catastrophic climate change

Want to know more? Please visit https://goingbeyondsustainability.comFacebooktwitterpinterestlinkedinmail

By Posted on Posted in Activism, Advertising, Branding, Consumer Issues, Copywriting, Demographics/Psychographics, Eco-friendly, Environment, Green Marketing, Innovation, language, Marketing Techniques and Philosophies, Marketing Trends/News, Psychology, Shel's Personal Life, Social and Economic Justice Tagged with , , , , ,

As the primary author of two books in the Guerrilla Marketing series (Guerrilla Marketing to Heal the World and Guerrilla Marketing Goes Green) and a speaker at the recent Guerrilla Marketing Summit, I was very interested in how the digital marketing pioneer Hubspot views the whole Guerrilla Marketing concept and brand.

In their seven examples, I was particularly thrilled that they included UNICEF’s super-successful Dirty Water campaign.

Screenshot of a still from the Unicef "Dirty Water" video
Screenshot of a still from the UNICEF “Dirty Water” video

After all, my two Guerrilla books are the ones that extend the Guerrilla Marketing concepts to the worlds of social change of environmentalism. This was a bit of a gamble for UNICEF; there were obviously significant costs in everything from developing the branding to shipping the filthy water. I hope they’re replicating the campaign in other cities, and creating strong follow-up messaging targeted specifically to those touched by this campaign, to keep them donating into the future.

My definition of Guerrilla Marketing is a lot broader than Hubspot’s. To me, Guerrilla Marketing has three main parts:

  1. Being nimble in our thinking and actions, seizing opportunities quickly, including news tie-ins
  2. Going outside and beyond conventional thinking patterns–disrupting the mental flow to get noticed, to move people to action, but in ways that don’t feel obnoxiously intrusive
  3. Focusing not on how great your brand is (the mistake I see so many marketers make. I call it “we, we, we all the way home) but on the results: the benefits, the problems solved, the pain relieved, the wants and needs met or exceeded–whether for the individual customer or for the planet and the species that live on it.

Hubspot’s choice of the Bounty sculpture is a beautiful example.

Ideally, Guerrilla Marketing will be done at little cost, too. But, as the UNICEF and Grammy examples show, there are plenty of Guerrilla Marketing opportunities that aren’t necessarily cheap.

Let’s look at those two more closely, because they offer us very different lessons. It will take you exactly three minutes and 40 seconds to watch the two videos. Go ahead; I’ll wait.

UNICEF

This elaborate campaign involved creating a brand, bottling filthy brown water, and offering it on the streets of New York. The goal: to increase awareness that the clean, drinkable water we take for granted in most of the US (and the developed world generally) is unimaginable luxury for people at the margins in developing countries. Many have to drink filthy, disease-causing water, and many get very sick. The campaign encouraged people to use the money they currently spend on bottled water to provide clean water for those who don’t have it. Each dollar could supply a thirsty child for 40 days. The video documents the whole campaign, in a fast-paced three minutes.

I found this very effective. I love the way they were able to not just raise awareness, but funds. The negative branding is definitely a Guerrilla tactic, and the results are clearly positive. Bravo!

Grammy Ad

This was an expensive missed opportunity. Maybe it’s a generational thing, but this one really didn’t work for me. Great concept, but terrible execution. I want the protagonist be moved and touched by what he’s seeing, but he strolls through the talking posters, blithe and indifferent. He’s not even glancing at the posters! What’s going on in HIS head? We don’t even get a hint. Have  the talking portraits of Harry Potter and the constant animations of things people didn’t animate in the past made a talking poster no-longer-special? And while my wife frequently accuses me of ADD, I found that I hadn’t even processed and recognized one song before it switched after a few seconds to something else. (And OK, I confess, this was not music I’m familiar with anyway). Some of the problem was that the songs all sounded so similar and all seemed to have the exact same beat.

I also think the choice of having multiple copies of each poster was unfortunate. Yes, I recognize that’s a common way to display posters in urban environments. It has NEVER worked for me. I’ve studied some of the advertising masters like David Ogilvy, and they taught me the importance of white space: of having one central object (or person, animal, tree…) able to stand out from what’s around it, because of that empty space around it. If I were buying billboards, instead of, say, 9 medium-sized repeated pictures, I’d use the space for one much larger version of the image. I’d use that white space and not add to the clutter.

Imagine walking down the street and seeing a 20-foot billboard suddenly start to sing with its one and only mouth! Imagine hearing snippets of three or four songs that each have a clear identity, in a true medley, each sung by one giant poster of an artist you recognize instantly. Would you be as blase as the protagonist? I doubt it!

So maybe the commercial would need a full minute instead of 39 seconds. That’s OK. In print copywriting, it’s perfectly OK to take as much time as you need to tell the story; I’ve seen emails with links to 40-page sales letters. Even in broadcast, even though airtime is expensive, we’ve seen many successful commercials that ran an hour (they’re called infomercials and they run on shopping channels). The UNICEF video was three entire minutes and I watched without multitasking, because I was interested both in their message and how they promoted it. If you can’t get it done in less than a minute, either buy more airtime, or script a commercial that CAN get it done in the time you bought.Facebooktwitterpinterestlinkedinmail