guerrillamarketinggoesgreen.com » Media

Media Center for Guerrilla Marketing Goes Green and its Primary Author Shel Horowitz-The GREEN Guerrilla Marketer

Shel — Mon, 12 Apr 2010 00:10:39 +0000

Media that Have Covered Shel:

“Shel Horowitz is one of my most dynamic, quick thinking guests, able to seamlessly corroborate and add to contributions of other guests with split second timing.”
Marisa D’Vari
Producer/Host, “Building Brand, Buzz, & Business”
Channel 9 TV, Boston, MA

“Hi Shel, we loved having you on Factor77. Your tips were very well received, glad you could take part in helping people get their business to the next level.”
Matt Wilson, Factor77 TV

It’s clear how passionate and knowledgeable Shel is about ethical/green marketing. With a warm and engaging style, he brought the interview to life with vivid examples that captivated my listeners. He’s welcome back on Smart Networking Radio any time!

– Liz Lynch, author, speaker, coach and host, Smart Networking Radio, www.SmartNetworking.com

Notes: Shel averages over 25 interviews a year; this is a partial list.
Starred entries ( * ) were 30 minutes or longer, % = repeat appearance.

Radio, Sydicated Shows:
Business of Success Talk Radio (nationwide) *
Entrepreneur Radio, http://www.wsradio.com
Ask Heloise Radio, http://www.heloise.com *%
Gary Burbank (WLW, Cincinnati) *
Adriane Berg’s Money Show (Westwood One) *
Mitch Schlimer, Let’s Talk Business (Talk America) *
Jim Blasingame, Small Business Advocate (Talk America, 4x) *%
Rhona at Night (Vancouver, BC)
Moving On with Myrna Lamb (KLOC, Loveland, CO) *
Dave Scott, LibertyWorks Radio Network
Rick Barber (KOA, Denver) *
Mike Schiavo, National Business Talk Radio
Frank Foster, Wealth of a Different Kind, Talk Radio Network *%
Jerry Hudson, America Live
Crosstalk with Dr. Barton Goldsmith (KCLU, Santa Barbara) (NPR affiliate)*

Radio, Major and Medium Markets-U.S.
KYXY, San Diego (Sonny West & Pat Brown)
WELI, New Haven (Mike Cella)
KDJR/HKAD, St. Louis (Monica Adams)
KODS, Reno (Bill Schultz)
WHAS, Louisville (Bob Sokoler) *
WVKS, Toledo (Denny Schaffer and Tricia Courtney)
WBEV/WTTN, Milwaukee/Madison, WI (Jim Stowell)
KVEN, Ventura, CA (Barbara Scott)
WSKS, Syracuse (Linda Ray and Scott McKay)
WWHT, Syracuse (Mike Van Ness and Trish Paige)
KVHL Santa Barbara (Marna Davis)
WMXL, Lexington, KY (Rick O’Shea)
WBWN, Bloomington, IL (Mike Tyler)
WYUR, Detroit (Jim Davis)
KNRX, Oklahoma City (Alan Cross)
Jim Mackrell Show, Houston *
WLVJ, W. Palm Beach, FL (Steve Forsythe)
WKDF, Nashville (Jon Link)
WAXY, Miami (David Schwartz) *
KRCH, Rochester, MN (Don Gore and Big Mark Clark)
WHP, Harrisburg, PA (Steve and Melanie)
WAEV, Savannah, GA
WLVQ, Columbus, OH (Wags and Elliott)
KBOI, Boisie (Drew Harold) %
KFGO, Fargo (Jack Michaels)
WWL, New Orleans
KFMB, San Diego
WJNX, West Palm Beach (Art Butler)
Love Life Radio, Honolulu *
WKBN, Youngstown, OH
KKFM, Colorado Springs/Denver (Mark Stevens)
WJR, Detroit (Ken Calvert)
WWAX, Duluth (Laura Wilde and Jim Young)
WOND, Atlantic City (Jeff Whitiker)
KFRU, Columbia, MO (Scott Baker and Simon Roe)
KSDO, San Diego (Money in the Morning) %
WGAR, Cleveland (Ken Robinson)
KFLR, Phoenix (Bruce Thurman)
The Don and Carla Show %
Desperately Seeking Cash, Mike Bunge Show, KXEL (Waterloo, IA)
Carter & Co., WNWS, Jackson, TN *
George McKenzie Show, KAHL, San Antonio *%

Radio, Major Markets-International
ICRT, Taipei, Taiwan (David Wang) *
Mark Green & The Creatures Of The Night (Talksport Network, UK-wide syndicate)
Voice of America, Europe-wide (Martin Secrest)
CIOC, Victoria, BC, Canada (Andrew Lindsay)
CJAD, Montreal (Peter Anthony Holder, Al Gravelle) %
CIOK, St. John, NB, Canada
CJVI, Victoria, BC, Canada (Barry Bowman)
CKGL, Kitchener, ON, Canada (Steve Hodgson)
ABC Radio News-Australia

Television:
ABC News (nationally syndicated)
WHDH Channel 7, Boston (Fox)
Channel 9, Boston
Nutmeg TV, Hartford, CT area, The Book Authority (Brian Jud)
Lower Bucks Cable, Philadelphia area (Mark Drucker) (phoner)
Northampton Community TV
Amherst Community TV
Channel 5, Hadley MA

Major Print Media:
New York Times %
Wall Street Journal
Washington Post %
Reader’s Digest
La Repubblica, Italy’s national newspaper
Chicago Tribune
NY Daily News
Cleveland Plain Dealer
Boston Globe %
Christian Science Monitor %
Inc. Magazine %
Entrepreneur %
Fortune Small Business %
Woman’s Day %
Los Angeles Times %
Aviation Week
Working Mother
Working Woman
The National Post of Canada
Ragan Strategic Media/Ragan Report %
SAM (Sales And Marketing Magazine) %
Midwest Book Review %
Redbook
Atlanta Journal-Constitution
Bulldog Reporter’s Media Relations Insider %
Hospitality Sales and Marketing
Association International
Boston Herald
Chief Marketer
Profnet Roundup %
Book Marketing Update %
Southwest Spirit
Crain’s New York Business
Semana (Bogotá, Colombia)
Costco Connection
USA Today
Slate
Tampa Tribune (Tampa, FL)
San Diego Union-Tribune
Business Management Daily
Metro (nationwide/international urban paper)

Major Wire Services
Associated Press (AP)
United Press International (UPI)

Books that Quote or Cite Shel:

Guerrilla Marketing for Writers: 100 Weapons to Help You Sell Your Work
by Jay Conrad Levinson, et al

Complete Guide to Internet Publicity: Creating and Launching Successful Online Campaigns
by Steve O’Keefe

How To Publish and Promote Online
by M. J. Rose and Angela Adair-Hoy

Get Slightly Famous
by Steven Van Yoder

Trash-Proof News Releases
edited by Paul Krupin

Starting an Online Business for Dummies, Third Edition
by Greg Holden

Successful Website Marketing
by Peggi Ridgway

The Consultant’s Guide to Proposal Writing : How to Satisfy Your Clients and Double Your Income
by Herman Holtz

The Self-Publishing Manual: How to Write, Print, and Sell Your Own Book, 14th Edition
by Dan Poynter

Successful Nonfiction: Tips and Inspiration for Getting Published
by Dan Poynter

Marketing with E mail: A Spam Free Guide to Increasing Sales, Building Loyalty, and Increasing Awareness
by Shannon Kinnard

Confessions of Shameless Internet Promoters
edited by Debbie Allen

Getting Started in Computer Consulting
by Peter Meyer

Beyond the Bookstore
by Brian Jud

Publish to Win
by Jerrold Jenkins and Anne Stanton

Complete Publishing Resource Manual
by Linda Abel

Guerrilla Saving
by Jay Conrad Levinson and Kathryn Tyler

The Home Team
by Scott and Shirley Gregory

The Simple Life
Edited by Larry Roth

Kids and Money
by Jayne Pearl

Personal Finance for Seniors
by the Editors of FC&A Publishing

PR News’ “Lessons Learned from the PR Trenches”

Branded Customer Service: The New Competitive Edge
by Janelle Barlow, Paul Stewart

Small Business Start-Up Guide: Practical Advice on Selecting, Starting & Operating a Small Business
by Robert Sullivan

The Complete Idiot’s Guide to Beating Debt
by Steven Strauss, Azriella Jaffe

Building Buzz
by Marisa D’Vari

Advertising Without an Agency Made Easy
by Kathy Kobliski

Book Marketing From A-Z
by Francine Silverman

The Publishing Game
by Fern Reiss

Insider’s Guide to Large Quantity Book Sales
By the Jenkins Group

Poor Richard’s Internet Marketing and Promotions
by Peter Kent and Tara Calishain

Everything You Always Wanted to Know About POD
by John Harnish

Streetwise Small Business Book of Lists: Hundreds of Lists to Help You Reduce Costs, Increase Revenues, and Boost Your Profits (Adams Streetwise Series)
by Gene Marks

The Complete Writer’s Journal
by Carolyn Howard-Johnson; Edited by Pat Avery, Joyce Faulkner and Carolyn Howard-Johnson

The Great Formula for Creating Maximum Profit With Minimal Effort
by Mark Joyner

Publicity for Nonprofits
by Sandra Beckwith

Start Your own E-Business (Start Your Own . . .)
by Robert McGarvey, Melissa Campanelli, and Entrepreneur Press

Complete Publicity Plans: How to Create Publicity That Will Spark Media Exposure and Excitement (Adams Streetwise Series)
by Sandra L. Beckwith

Becoming a Personal Trainer for Dummies
by Melyssa St. Michael and Linda Formichelli

Small Business Taxes Made Easy: How to Increase Your Deductions, Reduce What You Owe, and Boost Your Profits
by Eva Rosenberg

From Entrepreneur to Infopreneur: Make Money with books, E-Books and Information Products
by Stephanie Chandler

The E-Code: 34 Internet Superstars Reveal 44 Ways to Make Money Online Almost Instantly—Using Only Email
by Joe Vitale and Jo Han Mok

Getting Rich In Your Underwear: How To Start And Run A Profitable Home-Based Business
by Peter I. Hupalo

The New Farmers Market: Farm-Fresh Ideas for Producers, Managers & Communities
by Vance Corum, Marcie Rosenzweig, and Eric Gibson

Make Your Business Survive and Thrive!: 100+ Proven Marketing Methods to Help You Beat the Odds and Build a Successful Small or Home-Based Enterprise
by Priscilla Y. Huff

fEmpowerment
by Sandy Shepard

Create Your Own Luck : 8 Principles of Attracting Good Fortune in Life, Love, and Work
by Azriela Jaffe

The Complete Idiot’s Guide to Beating Debt, (The Complete Idiot’s Guide)
by Steven D. Strauss, Azriela Jaffe

A Simple Choice : A Practical Guide to Saving Your Time, Money and Sanity
by Deborah Taylor-Hough

Bounce Back From Bankruptcy: A Step-by-Step Guide to Getting Back on Your Financial Feet, Third Edition
by Paula Langguth Ryan

The Well-Fed Self-Publisher: How to Turn One Book into a Full-Time Living
by Peter Bowerman

Confessions of Shameless Self-Promoters: Great Marketing Gurus Share Their Innovative, Proven, and Low-Cost Marketing Strategies to Maximize Your Success!
by Debbie Allen

Complete Guide to Self Publishing: Everything You Need to Know to Write, Publish, Promote, and Sell Your Own Book (Self-Publishing 4th Edition)
by Tom Ross and Marilyn Ross

Public Relations For Dummies (For Dummies)
by Eric Yaverbaum, Robert W. Bly, Ilise Benun, and Richard Kirshenbaum

Open Your Heart with Geocaching: Mastering Life Through Love of Exploration (Open Your Heart)
by Jeannette Cezanne

Small Store Survival: Success Strategies for Retailers (National Retail Federation)

Author 101 Bestselling Book Proposals: The Insider’s Guide to Selling Your Work (Author 101)
by Rick Frishman and Robyn Freedman Spizman

The ABCs of Strategic Communication: Thousands of Terms, Tips and Techniques That Define the Professions
by M. Larry Litwin, APR

Modern Day Heroes: In Defense Of America
by Pete Mitchell, Bill Perkins

How to Get Happily Published
by Judith Appelbaum

Sustaining the Family Business
by Marshall B. Paisner

Cycling for Profit: How to Make a Living With Your Bike (Cycling Resources Series)
by Jim Gregory

Book Design and Production
by Pete Masterson

At Your Command
by Joe Vitale and Neville Goddard

Blog Schmog: The Truth About What Blogs Can (and Can’t) Do for Your Business
by Robert W. Bly

Author 101 Bestselling Nonfiction: The Insider’s Guide to Making Reality Sell (Author 101)
by Rick Frishman, Robyn Freedman Spizman, and Mark Steisel

The Power of Slow: 101 Ways to Save Time in Our 24/7 World
by Christine Louise Hohlbaum

What to Do When You Are Fired or Laid Off
by PK Fontana (Atlantic Publishing, 2010)

The Wealthy Freelancer: 12 Secrets to a Great Income and an Enviable Lifestyle
by Steve Slaunwhite, Pete Savage, and Ed Gandia (Penguin, 2010)

102 Ways to Earn Money Writing 1,500 Words or Less
by I. J. Schecter (F+W Media, 2010)

Red Fire Branding
by Liz Goodgold

You are current #3 popular download in our list of shows with 170 downloads. Thanks for helping make us a success!—Victor R. Volkman, AuthorsAccess.com

Major Online-Only Media:
CNN.com *
Daily Marketing Ace
MSN %
AOL’s homepage %
Microsoft bCentral.com %
BankRate.com
Monster.com
Examiner.com
PromotionWorld.com
Adventive.com %
Holt Uncensored
BookzonePro.com
Wall Street Journal’s StartupJournal.com
BNET.com
FastCompany.com
TriplePundit.com
MSN/Sprint Business on Main %
Business Management Daily
Fuel.net
Web Worker Daily
Fox News Online
Jacksonville (FL) Times-Union
The Pantagraph
Demo Dirt
Technorati
American Express Small Business Open Forum

Teleclasses and Featured Online Chats:
Inc Online *%
AOL’s Your Business Lunch *%
PRLeads.com *%
Loska.com *%
Annie Jennings PR *%
Obvious Expert Teleseminar Series *
Sharron Senter Teleseminar Series *
Samizdat.net *
Debbie Allen’s Shameless Self-Promoters
Teleconference*

Guest-Blog Posts:
FastCompany (weekly guest blog on sustainablity)
Examiner.com
International Association of Online Communicators (IAOCblogcom)–two guest blog stints, each one week long
TriplePundit
Marketing Tips for Authors
NewsBlarg
Frugal RI Mama
Roger C. Parker
Book Marketing Maven
Marketing Tips for Authors

Interview questions:

Interview Questions: Business Focus

Note: As an experienced interviewee, Shel is also happy to answer your own questions.

1. You describe yourself as an ethical/green marketing expert. How does ethical/green marketing differ from ordinary marketing?

3. People tend to think of ‘Green’ anything as expensive and complicated. Is that true for Green marketing?

4. How and why should businesses seek alliances with their competitors?

5. But what if my competitors don’t act that way? They’ll try to take advantage!

7. Can you give examples of well-known companies that thrive by being Green?

8. It’s easy to be Green and honest in good times. What about in a crisis or a recession?

10. How can people get your book, Guerrilla Marketing Goes Green?

Interview Questions: Consumer Focus

Note: As an experienced interviewee, Shel is also happy to answer your own questions.

1. What does Johnson & Johnson understand about consumer safety that Ford does not?

2. What do Toyota and Ford understand about sustainability that Chrysler does not?

3. Does Green have to cost more?

4. What’s the single most important thing consumers should focus on when choosing businesses to support?

5. How does that fit in with your Business Ethics Pledge campaign?

6. But I’m only one shopper–how can I really make a difference?

7. How do these choices affect the kinds of communities we live in?

8. What advice can you give the business owners in our audience?

9. What else have you written?

10. How can people get your book, Guerrilla Marketing Goes Green?

Full Q&A (with answers to the above questions)

1. You describe yourself as an ethical/green marketing expert. How does ethical/green marketing differ from ordinary marketing?

You come at marketing from an attitude of service, of helping others. And of course you DON’T cheat or mislead or overhype or (fill in your own pet peeve).

2. Your eighth book is “Guerrilla Marketing Goes Green,” with a co-author who’s done more than 60 books. You have a foreword by Stephen M.R. Covey and more than 50 endorsements. What’s guerrilla marketing, and what’s Green guerrilla marketing?

Guerrilla marketing is a term coined by my co-author, Jay Conrad Levinson, back in 1984, when he published the first Guerrilla Marketing book. It’s the idea that you can be nimble and quick, just like a military guerrilla–sometimes that means you’re in and out quickly before your big, slow, lumbering competition has a chance to react.

Green guerrilla marketing sharpens the focus to look at the impact of a business on our environment, to shape that impact so it’s positive, and to tell your Green story so effectively that the world begins to seek you out.

Incidentally, when you think this way, all sorts of “impossible” things become possible–and wonderful. As an example, I not only agented this book myself to a major NYC-area publisher, I brought in Jay and his famous brand, I brought in Stephen M.R. Covey for the foreword, and even wrote my own back cover (something most authors never get to do when working with a major publisher).

3. People tend to think of ‘Green’ anything as expensive and complicated. Is that true for Green marketing?

While it sometimes happens that way, it certainly doesn’t have to be! In fact, the Green ways are often cheaper and simpler–on both the marketing and operations sides. It’s a wonderful situation because if you understand this, doing the right thing becomes a no-brainer.

In the book, I highlight the remarkable work of Amory Lovins, who shows over and over again how the same amount of money and energy and time can be used to achieve, say, a 60 or 80 percent energy saving as a 10 percent reduction. So why not do the big, bold move and channel that expenditure toward the much more dramatic savings, by thinking holistically. For instance, he was hired to lower the energy cost of an industrial facility. He yanked out the narrow, twisting pipes and replaced them with wide, straight ones. The reduced friction led to an astounding 92 percent reduction in energy consumption (and thus, carbon footprint was reduced as well). Lovins’ think tank, Rocky Mountain Institute, was recently hired to do a “deep energy retrofit” on the Empire State Building of all things, and I’m sure that will not only pay for itself in dramatic savings but become a model for how to Green an old and very inefficient building that happens to be a national icon.

In my own, much smaller, business, I needed a new printer and I got one that prints on both sides of the page. My paper consumption went down 40 percent, and since I pay $45 or $50 for a case of recycled copy paper, that printer paid for itself out of paper savings in well under a year.

4. How and why should businesses seek alliances with their competitors?

To create partnerships where both of you come out ahead of where you’d be without each other–just as IBM and Apple teamed with Motorola to create the PowerPC chip in the 1990s, and FedEx’s partnership with the USPS allows the Postal Service to do Express Mail. Co-operative marketing allows everyone to reach a wider audience–there’s a great example on page 67, where 11 local florists banded together to do a killer display ad none of them could have done on their own.

For the launch of Guerrilla Marketing Goes Green, I estimate that I reached at least five million people (based on exact-match Google searches for the title that brought back over a million hits)–but my own lists only total 10,000. Partnerships made all the difference. Those same partnerships also allowed me to include over $2600 in extra bonuses for anyone who registers their purchase of the book; the partners benefit with zero-cost marketing, and I reach more people with a more attractive offer. Everybody wins.

5. But what if my competitors don’t act that way? They’ll try to take advantage!

It’s simple: don’t partner with jerks! If someone doesn’t have a win-win attitude, partner with someone else instead. Let the cutthroats cut their own throats by not participating.

6. One of your boldest arguments is that companies shouldn’t worry about market share because ‘market share doesn’t matter’. How can you say this? Why shouldn’t businesses be focused on becoming major players in their market?

For a service business, market share is completely irrelevant. If I were to handle even 0.0001 percent of the market for marketing consulting and book shepherding (my two primary categories), I’d never get any sleep, would have no free time, and would have to be managing a large staff. And because I have some very headstrong and unique ideas about the marketing process, I’d have a very difficult time finding people I could trust to do the work the way I’d want it done. While the situation is a bit different for a product business (revolving around issues like economies of scale), again, the key question is not what is my share of the market, but do I have enough sales to create a profitable business?

Interestingly, when companies worry less about market share and more about how to make the maximum positive impact on the world, market share tends to increase.

7. Can you give examples of well-known companies that thrive by being Green?

Socially conscious upstarts like Ben & Jerry’s and The Body Shop became so important in their categories, I believe, precisely because of their social and environmental commitment. Marcal, makers of toilet paper and similar products, went recycled in 1950 but didn’t tell anyone. When the company started really focusing its packaging on telling the Green story, it became the category leader.

8. It’s easy to be Green and honest in good times. What about in a crisis or a recession?

Look for ways to be Green that cost little or nothing to implement, and make sure you share your Green commitment appropriately. Being Green and basing your business in strong ethics will actually give you a strong marketing advantage in tough ties: your customers will be more loyal, a bit less price-sensitive, perhaps, and much more willing to evangelize on your behalf.

9. Let’s say I am a small businessperson who wants to try something Green in my marketing efforts, but I don’t where to begin. Where should I start and how can I get my customers to notice and to care?

Start with the “low-hanging fruit”–the stuff that’s easy and cheap and has a quick payback. Buy your printing from companies using FSC-certified paper, waterless printing, and vegetable ink. Switch from disposable foam cups to reusable ceramic mugs in the break room. Replace bottled water with filtered tap. Buy a two-sided printer and learn to use that setting. Seek out local sources manufactured with Green methods. Use Internet marketing instead of printed materials, when feasible. Etcetera, etcetera. Going Green is a process; there’s always more to do, but start by taking easy steps. On the marketing side–start mentioning all your Green initiatives. Have a web page about your commitment to sustainability. Put it in your brochures and press releases, your product packaging, etc. Mention it in your sales calls.

10. How can people get your book, Guerrilla Marketing Goes Green?

It’s available from all the major online stores, and any bookstore can order it if you give them the ISBN: 978-0-470-40951-0. Use the full title: “Guerrilla Marketing Goes Green”–there are more than 60 Guerilla Marketing books that cover other aspects of business and have nothing to do with what we’ve been talking about. Of course, you can also order directly from me at http://guerrillamarketinggoesgreen.com or 413-586-2388 (8 a.m. to 10 p.m. US Eastern) and request an autographed copy. Wherever you buy it, register your purchase at http://guerrillamarketinggoesgreen.com/bonuses to get those $2600 worth of extra goodies we talked about earlier.

Bio:

About Shel Horowitz: ethical/Green marketing expert, book shepherd, writer, international speaker, consultant, community organizer, frugalist

Beginning with a one-toddler action against smokers at his parents’ party at about age three, Shel Horowitz has been involved in environmental and social change movements his whole life. In 1972, at age 15, he was involved in a community group that opposed a nuclear power plant proposed for two miles north of New York City (a proposal that the utility company quickly withdrew). A veteran of the 1977 Seabrook occupation, his first book, written when he was only 22, was about why nuclear power makes no sense. Shel is also the author of the e-book, Painless Green: 111 Tips to Help the Environment, Lower Your Carbon Footprint, Cut Your Budget, and Improve Your Quality of Life-With No Negative Impact on Your Lifestyle. He is directly responsible for the first nonsmokers’ rights regulations in Northampton, Massachusetts, and for the defeat of a large and inappropriate mountaintop development in his current home town of Hadley, Mass. His Down to Business webzine was one of the first business publications to have a regular section on sustainability.

On the marketing side, Shel was still a teenager when he started doing publicity and marketing for grass-roots community organizations with zero promotional budget. There wasn’t even money available for stamps, so he used to hand-deliver press releases on a three-speed bicycle, Trained as a journalist, he first became aware of the power of the news media when a local paper refused to print meeting notices he wrote for a controversial group—but gave extensive news coverage to its refusal. Now, for over twenty years, he’s helped businesses, nonprofits, and community groups get their message out to the public with little or no expenditure.

After finishing Antioch College at age 19, Shel had to come to terms with his own work history: career paths not only in writing and marketing/PR, but also in radio, teaching, arts, food service, office systems, community organizing, and environmental issues. Putting together his own first résumés led to a new career direction: résumé writing and career services. Shel quickly realized he had the ability to discover a job candidate’s best strengths and present them so those are highlighted while weaknesses are downplayed. In short, he turned résumé writing into a marketing function.

A native of New York City, he returned there to work at two literary agencies as a manuscript reader, and then worked for a year and a half as a VISTA Volunteer community organizer with the Gray Panthers. Pursuing poetry on the side, he became very active in the New York open poetry scene, and met Dina Friedman at an open reading in Greenwich Village.

The two left New York in 1980, spending a year in Philadelphia before settling in Western Massachusetts in 1981—and founding Accurate Writing & More with an initial marketing cost of $12 and a total start-up under $200 (most of it for a 13-year-old IBM Selectric typewriter). They married two years later. Daughter Alana was born in 1987—the same year Dina joined the business—and son Rafael followed in 1992.

Drawing on the marketing he’d practiced in and after college, Shel began marketing his own business locally, and grew it to the largest of its kind in a three-county service area. In 1985, he published the first of six books on low-cost, high-impact marketing. Gradually, he expanded his practice to marketing for other businesses and nonprofits. He began using e-mail as a marketing tool in 1994, set up his first website in 1996, and quickly developed a reputation internationally as a skilled copywriter and marketing strategist who knows how to stretch a marketing dollar. His client list now includes accounts in Europe, Asia, and all across the U.S.; his books have sold to dozens of countries, and one of them has been translated into Korean.

And as an environmental and social justice activist since 1972, he has used these skills pro bono for a number of environmental and social change organizations—especially a group he founded called Save the Mountain, which mobilized thousands of people (in a rural county) and rapidly beat back an “unstoppable” poorly-planned development on a mountain abutting a state park; this was a campaign that combined everything Shel knew about marketing and community organizing, and drew on the skills of many others that he recruited into the organization. Following the success of this campaign, Shel looked at a bigger canvas, and founded the Business Ethics Pledge to make future Enron and Madoff scandals unthinkable. So far, he has signers in more than 30 countries.

Shel now offers not only copywriting and strategic marketing planning based in Green principles, but also helps unpublished writers become published authors. Five of his eight books have won awards and/or been republished in other countries, including his most recent, Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet (John Wiley & Sons, 2010, co-authored with Mr. Guerrilla Marketing himself, Jay Conrad Levinson).

This new book states that honesty, integrity, and a commitment to environmental sustainability are important—but market share is often the wrong metric entirely…that long-term relationships are better than a one-time sale…and that competitors can be among your best allies.

The book provides dozens of examples of companies large and small that have succeeded by putting people first: familiar names like Johnson & Johnson, IBM, Southwest Airlines as well as numerous entrepreneurs who are successful in their own niches, even if not widely known.

Shel is a popular speaker and media interviewee (including multiple appearances in the New York Times, Inc, Christian Science Monitor, Wall Street Journal, Entrepreneur, and many others) who loves to get the word out about this important new paradigm. A few among many venues where Shel has spoken:

Forum Davos, Davos, Switzerland (February 2010)
American Society of Journalists and Authors (April 2010)
Book Expo America (multiple appearances)
Noteworthy USA National Convention Keynote
Public Relations Society of America International Conference
Infinity Publishing Author Conference Keynote
Publishers Marketing Association University (multiple appearances)
Ragan Strategic Media Conference
Regional writing and publishing associations in the Bay Area, Saint Louis, New York, and elsewhere (three with several repeat appearances)
University of Massachusetts Family Business Center (multiple appearances)
Business for Social Responsibility
Colleges and universities including Smith College, University of Vermont, Mount Holyoke College, others

Contact him with this link, or call 413-586-2388 (8 a.m. to 10 p.m., US Eastern Time).

Photos:

Shel’s Other Pressrooms:

To arrange an interview with Jay Conrad Levinson, contact Amy Levinson, Olympiagal at aol.com

Are You Genuinely Green?

Shel — Mon, 12 Apr 2010 00:01:40 +0000

By Marcia Yudkin

Are you enthusiastic about preserving Earth? If you want to highlight this commitment as part of your business pitch, be aware that cynicism lurks in the minds of many customers.

To show that you’re not just pretending to jump on today’s greenwagon, incorporate as many as possible of these factors into your marketing copy, suggested in the new book Guerrilla Marketing Goes Green by Shel Horowitz and Jay Conrad Levinson (www.guerrillamarketinggoesgreen.com).

1. Hard facts (what you’ve done), not commitments (what you say you’ll do).

2. Substantiation for your claims – for example, back up the statement that your operations are carbon-neutral.

3. Third-party green certifications, with links that show what they mean.

4. Non-promotional material that helps readers understand the issues on which you’re taking action.

5. Advice for readers on how they too can follow suit.

6. Transparency and truthfulness. Don’t attempt to hide elements that go against your overall stance.

Your reward: The trust of those who share your convictions, respect from those who haven’t yet seen the light, and joyfulness in your conscience.

Reprinted with permission from Marcia Yudkin’s Marketing Minute. Subscribe free at www.yudkin.com/markmin.htm.

Press Release: New Green Marketing Book Racking Up Honors In First Few Weeks

Shel — Tue, 09 Mar 2010 00:07:03 +0000

For Release: On Receipt

Contact: Shel Horowitz, 413-586-2388, shel@principledprofit.com, Twitter: @ShelHorowitz

New Green Marketing Book Racking Up Honors In First Few Weeks

HADLEY, MA, February 4, 2010: The newest book in the world of eco-friendly marketing has been racking up honors at an amazing pace.

After less than two weeks on the market, Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet, by Jay Conrad Levinson and Shel Horowitz (John Wiley & Sons, 2010) has successfully synthesized the disparate worlds of environmental activism and cutting-edge marketing—and has already been met with several honors:

· Rights to an Italian edition were sold to Francesco Brioschi Editore

· Rights to an English-language audiobook edition were purchased by Gildan Media Corp.

· In its first week, the book got to Number 10 in the Environmental category on Amazon.com (screenshot available)

· It was only the fifth book to be named an “Indie Groundbreaking Book” by Independent Publisher Magazine

· Went to press with more than 50 endorsements by prominent entrepreneurs, marketers, and environmentalists, as well as a Foreword from Stephen M.R. Covey, best-selling author of The Speed of Trust

· Primary author Shel Horowitz is giving a talk based on the book, “Communicate the Value in Your Values and Turn it Into Sales: Effectively Marketing Your Social / Environmental Commitment” in Davos, Switzerland next week

· Partnered with Green America to raise money for environmental causes

Jay Conrad Levinson released the first of more than 60 Guerrilla Marketing books in 1984, after a corporate marketing career that included being on the creative team that developed the Marlboro Man. A household name in the marketing world, he’s sold more than 20,000,000 books.

Shel Horowitz has been both an environmental activist/organizer and a marketer since 1972 (as a 15-year-old high school student). A world-renowned marketing consultant and multiple-award-winning 8-time author, he’s participated actively in major environmental and social change movements.

Guerrilla Marketing Goes Green, ISBN 978-0-470-40951-0, $21.95 trade paperback, is available through all major online and physical bookstores. Endorsements, reviews, excerpts, and more can be seen at http://guerrillamarketinggoesgreen.com/ (along with a bonus package worth over $2600, free with purchase from any qualified retailer).

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Press Release: Why Choose Among Green Biz, CSR, and Profitability? You Can Have All Three

Shel — Mon, 08 Mar 2010 01:20:40 +0000

For Release: January 22, 2010 Contact: Shel Horowitz, 413-586-2388, shel@principledprofit.com, Twitter: @ShelHorowitz

Why Choose Among Green Biz, CSR, and Profitability? You Can Have All Three

HADLEY, MA: Some “experts” say it costs too much to make your business Green. They claim that cheaters like Bernie Madoff are the ones who get ahead in the corporate world. They say that being nice to customers and even competitors, or providing any amenities, is foolishness.

Is that any way to run a business? You bet it ISN’T! Jay Conrad Levinson—originator of Guerrilla Marketing, United’s Friendly Skies, and Allstate’s Good Hands—and award-winning marketing author/lifelong environmental activist Shel Horowitz team up to prove these naysayers wrong. In their latest book, Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet (John Wiley & Sons, 2010, $21.95), these two true marketing experts offer a drastically more positive formula:

· Green and ethical businesses are actually more likely to succeed—IF they understand how to turn those commitments into marketing advantages

· The costs of going Green can actually be lower than the costs of continuing to pollute

· Green, ethical companies can slash marketing costs and at the same time boost response—by forming alliances with organizations that reach their target audience, by turning customers and even competitors into brand ambassadors, and by harnessing the power of their commitment to gain coverage in both traditional and social media

“Yes, you want to build trust through your integrity—and you also want to build profits. Guerrilla Marketing Goes Green shows how to leverage both character and competence into profitable business ventures…Yes, you want your business to be as eco-friendly as possible. And you want to use that eco-friendliness to create swarms of eager customers, all but beating down your door for the privilege of doing business with you.”

— From the Foreword by Stephen M.R. Covey, bestselling author of The Speed of Trust

Shel Horowitz has been both an environmental activist/organizer and a marketer since 1972 (as a 15-year-old high school student). A world-renowned marketing consultant and award-winning 8-time author, he’s participated actively in major environmental and social change movements.

A portion of the authors’ net profits from the book launch will be donated to Green America <http://greenamericatoday.org/>, a not-for-profit organization founded in 1982 (as Co-op America) with a mission to “harness economic power—the strength of consumers, investors, businesses, and the marketplace—to create a socially just and environmentally sustainable society.”

Guerrilla Marketing Goes Green By Jay Conrad Levinson and Shel Horowitz, foreword by Stephen M.R. Covey, ISBN 978-0-470-40951-0, $21.95 trade paperback

Review copy requests: Cynthia P. Shannon, 415-782-3119, cshannon@wiley.com

Interview requests: Shel Horowitz, 413-586-2388, shel@principledprofit.com, @ShelHorowitz

Website: http://www.guerrillamarketinggoesgreen.com

Tags: guerrilla marketing, environmental activist, green business, ethical marketing, business ethics, Jay Conrad Levinson, Shel Horowitz, Stephen M.R. Covey

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Pull quote: “Use that eco-friendliness to create swarms of eager customers, all but beating down your door for the privilege of doing business with you.”

Website: http://www.guerrillamarketinggoesgreen.com

Video link: http://guerrillamarketinggoesgreen.com/an-invitation-from-shel/154

Press Release: GREEN Guerrilla Marketing? WHAT is That?

Shel — Sun, 07 Mar 2010 00:06:28 +0000

For Release: On Receipt

Contact: Shel Horowitz, 413-586-2388, shel@principledprofit.com, Twitter: @ShelHorowitz

GREEN Guerrilla Marketing? WHAT is That?

HADLEY, MA: Can Guerrilla Marketing really go Green? Does marketing of any kind have anything to do with the environmental movement?

Shel Horowitz, primary author (with Jay Conrad Levinson) of the award-winning new book, Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet (John Wiley & Sons, 2010), answers a great big “yes” to both questions.

Popularized by Jay Conrad Levinson since 1984, Guerrilla Marketing is the idea of being nimble in our thinking and actions, seizing opportunities that are not open to big, cumbersome organizations that lack the agility to move fast. Traditional marketing approaches are too-often based on intrusive “push” marketing and expensive advertising, rather than the cheaper, more efficient, and easier Guerrilla approaches of building relationships with influencers who will open new markets, being there and findable when customers look for what you offer, and letting customers nonintrusively “pull” themselves to you.

Green Guerrilla Marketing, developed by Shel Horowitz, takes it a step farther: as consumers become more aware of issues like climate change, buying local, etc., they want to patronize companies that understand that. The new book shows a whole lot of ways to use Green principles and commitment to ethics in order to place your company front and center in the prospect’s mind, so when that prospect is ready to become a customer, you’re the company that gets seen as Green, concerned about doing the right thing, and you are well-positioned to get the sale.

Of course, this only works if your eco-commitment is sincere. Fake environmental stances will get you accused of “greenwashing,” and could land you in court.

Using numerous examples from Fortune 100 down to solopreneurs, Horowitz and Levinson demonstrate the right ways to establish genuine Green credibility, and take advantage of the incredible marketing power this commitment provides you: building partnerships that turn customers, suppliers, nonprofits, and even direct competitors into marketing agents for you.

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Press Release: Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet

Shel — Sat, 06 Mar 2010 00:08:41 +0000

Contact: Cynthia Shannon, Wiley 415-782-3119/ cshannon@wiley.com

Guerrilla Marketing Goes Green

Winning Strategies to Improve Your Profits and Your Planet

By Jay Conrad Levinson and Shel Horowitz

San Francisco, CA – In true guerrilla marketing tradition, GUERRILLA MARKETING GOES GREEN (Wiley; $21.95; Paperback Original) presents unbeatable insurgent tactics to increasing your profits and improve the planet. Web marketing pioneer and environmental activist Shel Horowitz, teams up with bestselling author Jay Levinson to provide solid marketing tools that ethical business owners can harness in order to grow their businesses and save the planet.

Attitudes toward business ethics and sustainability have shifted dramatically in recent years. Many topics that were considered pretty far out on the fringe have been slowly working their way into the mainstream. Business owners are looking for guidance, as they want to merge ethics and Green principles with success. They want to know how to survive and thrive in a world that sometimes feels like it’s out to get them, and they want validation for the choices they’ve made not to play dishonest and nasty business games.

GUERRILLA MARKETING GOES GREEN provides both the theory and the practical roadmap. It presents good reasons why ethical, Green businesses work better and also offers solid marketing tools that these ethical business owners can harness in order to rapidly grow their businesses.

This book could be a lifeline for struggling businesses that haven’t learned how to market themselves as ethical, environmentally friendly, active corporate citizens with whom their prospects want to do business. The book also discusses powerful strategic partnerships, blogs, social networking websites, podcasts, teleseminars, and other frugal, effective, and too-often-neglected marketing techniques.

Jay Conrad Levinson is the author or coauthor of the more than twenty books in the successful Guerrilla Marketing series. His ideas have influenced marketing so much that today his books appear in 47 languages and are required reading in many MBA programs worldwide. Jay has taught guerrilla marketing for ten years at the extension division of the University of California in Berkley. He was a practitioner of it in the United States, as Senior Vice-President at J. Walter Thompson, and in Europe, as Creative Director at Leo Burnett Advertising.

Shel Horowitz has combined ethical, affordable, and effective strategic marketing with environmental activism for over 30 years. His victories using his marketing background for environmental causes include involving thousands of people in a successful environmental campaign that the “experts” said couldn’t win. Marketing online since 1994, he quickly developed a reputation internationally as a skilled copywriter and marketing strategist.

Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet

By Jay Conrad Levinson and Shel Horowitz

John Wiley & Sons

February 2010, $21.95; Paperback original

978-0-470-40951-0

This press release was prepared by Cynthia Shannon of Jon Wiley & Sons, publisher of the book. All other press releases here were written by Shel Horowitz.

Shel Horowitz Speaks at Green and Marketing Events

Shel — Fri, 05 Mar 2010 11:20:58 +0000

For Release: On Receipt

Contact: Shel Horowitz, 413-586-2388, shel@principledprofit.com, Twitter: @ShelHorowitz

Shel Horowitz Speaks at Green and Marketing Events

HADLEY, MA: Shel Horowitz, primary author (with Jay Conrad Levinson) of the award-winning new book, Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet (John Wiley & Sons, 2010), is speaking at Green and sustainability events around the Northeast, and at marketing events in Europe and North America.

His schedule includes:

Communication On Top, a high-level international PR conference in Davos, Switzerland, held in February 2010
The Go Green Expo, a New York City event with an expected turnout of 8,000 (March 19-21; Shel will be speaking on March 19, 12:30 pm)
The first-ever town-sponsored Sustainability Fair in Amherst, MA, April 24
The American Society of Journalists and Authors national conference, April 25
His third appearance at Connecticut Authors and Publishers Association University in Hartford, May 8
A Local Economy event in Holyoke, MA, June 15 (confirmation pending)
SolarFest, a massive weekend exhibition in Tinmouth, Vermont, mid-July (confirmation pending)

Shel speaks on such topics as “Communicating the Value in Your Values,” “Staying Profitable AND Ethical in Tough Economic Times,” “Green is Gold: How to be Market More Profitably by Being More Green,” “Ethical Marketing,” “How to Market Your Book.”

More information about his speaking and media training can be found at http://guerrillamarketinggoesgreen.com/have-shel-speak.

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