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Green is Gold: How to be Market More Profitably by Being More Green

Suddenly, Green is chic. Everybody’s buzzing about climate change, carbon footprints, alternative energy, and more.

And if you have a business that takes Green positions–particularly if this is a long-lasting part of your operation that predates the current fad, but even if you’re new to it–you can convert that buzz into very profitable dollars

• Why Green business is more profitable than traditional business
• How to identify and market your Greenest elements
• How Green businesses are better poised to build lucrative alliances with other businesses and nonprofits
• What the continuing Green trend means to business over the long term

Turning Your Values Into Sales: Effectively Marketing Your Social/Environmental Commitment

Is your company’s commitment to improve the world a “best-kept secret?” Or are you openly using your values in your marketing, but not getting the results you want? Learn how to get the most possible marketing value out of your values. Treating the earth with respect, providing a healthy and welcoming atmosphere for employees, donating a portion of your profits, supporting social and environmental goals–are all marketing points to help you stand out in your prospects’ mind. Harness these points to build not only sales, but customer loyalty–to the point that they become part of your unpaid word-of-mouth army of fans and ambassadors.

• Identify the existing actions and policies most conducive to attracting socially and environmentally conscious fans
• Create marketing strategies that easily bring these to their attention
• Involve your customers with a feeling of “ownership” and participation
• Turn this reservoir of good will into a powerful, virtually free, marketing machine

How Business Ethics is Like Spinach: Don’t Make It Mushy—Make It Mouth-Watering

Too often, when you get served spinach, you get a shapeless, overcooked, flavorless mess. Yet, when properly prepared, spinach is a gourmet treat that warms the taste buds and makes you feel like spring.

Similarly, ethics is too often forced down the throats of unwilling students and business leaders “because it’s good for you.” It keeps you out of jail and has lots of vitamins and iron, but it may not feel good, or feel profitable.

Yet ethics, served properly, can be the magic key that unlocks the future of successful, profitable, sustainable businesses. It’s not only good for you, it’s the gourmet treat that makes it all worthwhile. It builds long-term customer, supplier, and employee relationships that actually make it much easier to succeed, if you understand how to position the enterprise to harness the benefits it creates.

• How a commitment to ethics directly feeds a healthy bottom line
• Why market share is the wrong metric
• What Johnson & Johnson, Saturn, and Nordstrom understand about today’s changing business climate that Ford, Tyco, Worldcom and Enron failed to grasp
• How Apple and IBM, GM and Toyota, even FedEx and the US Postal Service grow their enterprises through competitor partnerships—and how you can use the same principles to build a business of any size (even a solopreneur)
• What Arthur Anderson would have thought of the fate of the company he founded, and why

Making Corporate Responsibility Sexy: Building and Marketing a Culture of Business Success Through Ethics.

• How to build a stellar reputation that builds powerful referral business, even from competitors–and how not to get the legs knocked out from under you by messing it up (as happened to the CEO of Whole Foods)
• How corporate stupidity and lack of social responsibility can kill even very strong companies–while accepting responsibility in a crisis can dramatically grow a business
• Why most businesses shouldn’t worry about market share–and what they should concern themselves with instead
• Why “nice guys” of either gender finish first, not last
• How ultra-green practices can actually reduce expenses while providing marketing advantages

Frugal Marketing 101: How to Slash Your Marketing Costs and Boost Your Results

Successful marketing campaigns don’t have to be expensive. Let the author of four low-cost marketing books show you how to…

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