guerrillamarketinggoesgreen.com

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

Shel — Tue, 12 Jul 2011 04:10:39 +0000

Shel Horowitz and his eighth book Guerrilla Marketing Goes Green
were featured on this billboard in New York’s Times Square.

Media that Have Covered Shel:

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 have been republished in South Korea, India, Mexico, Italy, and Turkey.

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

A wealth of down-to-earth tips…

Shel — Fri, 14 Jan 2011 23:25:49 +0000

Marrying “guerrilla” to “green” marketing, Horowitz and Levinson have written a guide for businesses that want to save money and the environment – and they say it’s a winning business model…The book has numerous real-world examples of its approach, including Hewlett Packard, Stop and Shop and Costco, as well as a wealth of down-to-earth tips on how to do green marketing on a budget. It also explores some areas of controversy: for example, while supporting localism is central to green ethics, there are industries and products where that’s not possible… Green marketing is becoming mainstream; Horowitz cites studies showing that 76% of consumers would switch to green goods, if they had parity of price and quality. But plenty are switching even with the premium many green products command. That’s one of the reasons companies can stay profitable even when the costs of ethical and green production might be higher…

—Francesca Rheannon, CSR Wire
Click here to read Francesca Rheannon’s full review of Guerrilla Marketing Goes Green and to access an audio interview she did with Shel Horowitz

Midwest Book Review

Shel — Mon, 22 Nov 2010 07:10:30 +0000

A 236-page compendium of insightful commentary and sound advice for the entrepreneur and small business owner… With ‘real world practicality,’ readers will learn how to significantly reduce their marketing costs and while increasing their profit margins by employing environmentally sound and ethically founded policies and practices; convert their vendors, customers, and competitors into a kind of auxiliary sales resource; successfully persuading business acquaintances to become joint-venture partners; utilizing social media, traditional media, and their own imagination to reduce advertising costs while employing alternative marketing practices… The distilled and effective wisdom of two of the most successful yet frugal entrepreneurs who have combined their many years of experience and expertise in a single volume that should be considered mandatory reading… strongly recommended.

–Midwest Book Review,
http://www.midwestbookreview.com/lbw/nov_10.htm

Complete Review:

The collaborative work of Jay Conrad Levinson and Shel Horowitz, “Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet” is a 236-page compendium of insightful commentary and sound advice for the entrepreneur and small business owner on marketing strategies in these difficult and volatile economic times. With ‘real world practicality’, readers will learn how to significantly reduce their marketing costs and while increasing their profit margins by employing environmentally sound and ethically founded policies and practices; convert their vendors, customers, and competitors into a kind of auxiliary sales resource; successfully persuading business acquaintances to become joint-venture partners; utilizing social media, traditional media, and their own imagination to reduce advertising costs while employing alternative marketing practices. Simply stated, “Guerrilla Marketing Goes Green” is the distilled and effective wisdom of two of the most successful yet frugal entrepreneurs who have combined their many years of experience and expertise in a single volume that should be considered mandatory reading by anyone charged with the responsibility of insuring a healthy financial bottom line for their business while adhering to environmentally and ethically sound principles and practices. “Guerrilla Marketing Goes Green” is a strongly recommended addition to personal, professional, corporate, academic, and community library Business Studies reference collections and supplemental reading lists.

– Midwest Book Review

http://www.midwestbookreview.com/lbw/nov_10.htm

Want to Be Both Green and Profitable? Award-Winning Author’s New Column Tells Your Readers How

Shel — Thu, 21 Oct 2010 03:24:39 +0000

For Release: On Receipt
Contact: Shel Horowitz, 413-586-2388, shel@greenandprofitable.com
Twitter: @ShelHorowitz

Want to Be Both Green and Profitable?
Award-Winning Author’s New Column Tells Your Readers How

HADLEY, MA: If you’ve been hearing, “I’d love to go green, but it’s too expensive,” consider running the new monthly column, “Green and Profitable,” by multiple-award-winning author Shel Horowitz.

Horowitz’s eighth book Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet (John Wiley & Sons, 2010, $21.95, co-authored with Jay Conrad Levinson) has been on the Amazon.com environmental category bestseller list nine of the ten months since its release, reaching #1 in April. He’s 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. While the column is new, he has published more than 1000 articles and has been producing steady monthly content since 1997 when he founded the first of his e-mail newsletters.

Using how-tos, case studies of success, and news/trend pieces, “Green and Profitable” demonstrates in 600 to 800 words that…
• Green and ethical businesses can turn their commitments into marketing advantages
• Green practices can actually be cheaper than continuing to pollute
• Green companies are better placed to survive in today’s political climate

A radio/podcast version is also available.

If you’d like to run the column in your publication, please visit http://greenandprofitable.com/green-and-profitable-column/ (or visit http://greenandprofitable.com and click on “Green & Profitable column”).

###

Website: http://greenandprofitable.com/green-and-profitable-column/

Keywords: green and profitable, syndicated column, green marketing, guerrilla marketing goes green, shel horowitz, jay conrad levinson, book awards

Summary: Eco-marketing journalist and author Shel Horowitz launches “Green and Profitable,” a monthly column helping green business owners achieve success.

“Green and Profitable” Author Featured at DC Greenfest, SF, Switzerland

Shel — Thu, 21 Oct 2010 03:23:23 +0000

For Release: On Receipt
Contact: Shel Horowitz, 413-586-2388, shel@greenandprofitable.com
Twitter: @ShelHorowitz
Denise Hamler, Green America, 202-872-5303, denise@greenamericatoday.com

“Green and Profitable” Author Featured at DC Greenfest, SF, Switzerland

WASHINGTON, DC: Shel Horowitz, author of the new syndicated column, “Green and Profitable,” and primary author of Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet (John Wiley & Sons, 2010, $21.95), is a featured speaker at Green America/Global Exchange’s massive Green Festival.

Thousands of people are expected to attend the event, held at the Washington, DC Convention Center Saturday October 23 and Sunday October 24. Other speakers include Ralph Nader, Code Pink founder Medea Benjamin, legendary musician Gilberto Gil, Democracy Now’s Amy Goodman, Venezuela’s Special Presidential Envoy for Climate Change, Claudia Salerno Caldera, and John Viera, Ford Motor Company’s Director of Sustainable Business Strategies (see complete list at http://bit.ly/9tYSQE ).

Horowitz’s slide talk, “Green and Ethical Messages to Reach Green and Ethical Customers,” uses consumer packaging, web pages, and other marketing materials to demonstrate that…
• Green and ethical businesses can easily succeed–IF they understand how to turn those commitments into marketing advantages
• Going Green can actually be cheaper than 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

Horowitz’s eighth book Guerrilla Marketing Goes Green (co-authored with Jay Conrad Levinson) has been on the Amazon.com environmental category bestseller list for nine of the ten months since its release, reaching #1 in April.

Other major speeches on Horowitz’s calendar include the Sustainable Food Summit in San Francisco and a return engagement at the Forum Davos Communications On Top conference in Davos, Switzerland.

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 is the Founder of the International Association of Earth-Conscious Marketers and the author of the Green and Profitable syndicated column.

###

Website: http://www. GreenAndProfitable.com
Video link: http://guerrillamarketinggoesgreen.com/

Keywords: green and profitable, green marketing, guerrilla marketing goes green, shel horowitz, jay conrad levinson, book awards, green america, global exchange, speakers, washington dc

Summary: Live presentation at Green America/Global Exchange Green Festival, October 23, Washington DC Convention Center (Business Pavilion)

How to Reach the Green Consumer–and Make a Whole Lot More Profit: Cost-Cutting, Revenue-Building Green Marketing Strategies are Easy to Implement

Shel — Fri, 24 Sep 2010 01:08:55 +0000

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

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

–Stephen M.R. Covey, from the foreword to Guerrilla Marketing Goes Green

How to Reach the Green Consumer–and Make a Whole Lot More Profit: Cost-Cutting, Revenue-Building Green Marketing Strategies are Easy to Implement

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

The book was only the fifth ever to be named an “Indie Groundbreaking Book” by Independent Publisher Magazine. It has received more than 50 endorsements from prominent marketers and environmental leaders, and has sold rights to Italian, Turkish, and audiobook editions. It has been on at least one Amazon.com category bestseller list for six months, reaching #1 in April.

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 award-winning 8-time author, he’s participated actively in major environmental and social change movements. He is the Founder of the International Association of Earth-Conscious Marketers and the author of the Green and Profitable syndicated column.

A portion of the authors’ net profits from the book launch was donated to Green America , 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: Heather Condon, 201-748-6017, hcondon@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

###

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.”

Keywords: guerrilla marketing goes green, green marketing, green and profitable, shel horowitz, jay conrad levinson, book awards, green America

Summary: Green business not only doesn’t have to cost more, it can be a huge help to the bottom line–IF it’s marketed properly. Guerrilla Marketing Goes Green is the roadmap to turn your Green commitment into happy customers and bigger profits.

…packed “Guerrilla Marketing” with specific advice and how-tos…

Shel — Mon, 30 Aug 2010 19:06:35 +0000

“Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet”
By Jay Conrad Levinson and Shel Horowitz

John Wiley & Sons Inc.
Reviewed by Suzanne Wilson, Daily Hampshire Gazette, Northampton, MA

In the age-old stereotypes about the business world, competition is always cutthroat, corners exist to be cut, companies are eternally at war with one another, and the bottom line is all that matters. There have, of course, always been individuals and businesses that have operated according to a strict moral compass – and in their new book, authors Jay Conrad Levinson and Shel Horowitz say that, now more than ever, that’s the way to go.

In “Guerrilla Marketing Goes Green,” Levinson and Horowitz say some of the smartest business people today are those who don’t see the choice before them as a stark divide between doing good, on the one hand, or doing well. It is possible, they say, to help the world around you and help yourself at the same time. Or, as they put it, you can beautify the planet and “you can do your part to beautify your own bottom line.” In today’s marketplace, they write, there are many customers who want to feel that they are part of efforts to solve the world’s problems and want to support companies they see as being part of that process.

Beyond advancing a clear point of view, the authors have packed “Guerrilla Marketing” with specific advice and how-tos on subjects such as effective networking, sales strategies, finding allies in the marketplace, dealing with the media, copywriting basics, and more.

Levinson has worked in corporate marketing and is the author of the “Guerrilla Marketing” series of books, the first of which appeared in 1984; Horowitz, who lives in Hadley, is a marketer and environmental activist/organizer and author of eight previous books.

http://www.gazettenet.com/2010/08/18/book-bag (subscriber firewall)

Fascinating Insights and Great Real-World Ideas

Shel — Mon, 26 Jul 2010 23:36:51 +0000

Guerrilla Marketing Goes Green by Shel Horowitz and Jay Levinson is my latest fave. I write for and about Green business, and have found this to be an excellent resource, full of ideas that can be implemented by businesses of all types and sizes to ethically generate leads and increase profits.

My copy is full of underscores and dog ears where I’ve marked fascinating insights and great real-world ideas for marketing your business ethically and effectively, whether you’re a beginner or advanced.

I especially like the fact that it’s well-written and fun to read, as well as the refreshing point of view that good business goes hand in hand with ethical intentions and community building.

Even though it’s directed towards the ‘green’ sector, I’d recommend it to anyone interested in promoting their business while benefiting others and getting more enjoyment out of life at the same time.

- Anne Michelsen, Green Ink Copywriting, http://www.greeninkcopywriting.com

Green Book Festival Honorable Mention

Shel — Tue, 04 May 2010 22:25:46 +0000

GreenBookFestival.com

HOW-TO WINNER:
* “Building Green,” Clarke Snell & Tim Callahan

HONORABLE MENTIONS:
* “Canning Preserving,” Ashley English
* “Sparkling Green,” Tracy C. Jonsson
* “The Green Body Cleanse,” Dr. Edward F. Group III
* “The Sweater Chop Shop,” Crispina Ffrench
* “I’m Dreaming of a Green Christmas,” Anna Getty
* “Talking Dirt,” Annie Spiegelman
* “Look Great, Live Green,” Deborah Burnes
* “Guerilla Marketing Goes Green,” Jay Conrad Levinson and Shel Horowitz

Click here to visit the GreenBookFestival.com website

Unbeatable Insurgent Tactics for Increasing Your Profits While Improving the Planet

Shel — Fri, 30 Apr 2010 15:51:19 +0000

Forget greed; green is good. Today’s cutting-edge businesses understand that making the world a better place can also be a great way to make money-in fact, it’s an essential aspect of a sustainable business model. Guerrilla Marketing Goes Green gives the tools to make that sustainable model work.

Catching the wave of this new trend in true guerrilla marketing fashion, Guerrilla Marketing Goes Green presents unbeatable insurgent tactics for increasing your profits while improving the planet. This up-to-the-minute sourcebook gives you the theory and the roadmap to get your sustainability marketing plan up and running…

-Michael Smith, Green Living Review, UK

(full review at http://greenreview.blogspot.com/2010/02/guerrilla-marketing-goes-green-book.html)