Monthly Archives: January 2010

Positive Power of Principled Profit, January 2010

As we switch to paid subscriptions, we are developing some awesome content for you. And we’re also totally overwhelmed with the seemingly thousands of details involved in launching my latest book, Guerrilla Marketing Goes Green <http://www.guerrillamarketinggoesgreen.com>. So while we get ready, Frugal Marketing Tips, Recommended Book of the Month, and Clean and Green Business Spotlight (formerly called Positive Power of Principled Profit Spotlight) are taking off the month of January (there will be a Book Marketing Tip next week, and there was a Frugal Fun Tip. And there will be a special mailing about the launch, and the many wonderful bonuses you can get. Any paid
memberships or subscriptions will begin with the February issues, and will run for their full term.

PS: If you’d like to support us in the book launch and grow your own list, we have a no-cost partnership for you:
<http://guerrillamarketinggoesgreen.com/submit-a-bonus>

Hear & Meet Shel

* Pioneer Valley Book Launch Event for Guerrilla Marketing Goes Green:
Winning Strategies to Improve Your Profits and Your Planet, Broadside Books, Northampton, MA, 7 pm, Tuesday, January 26.

* Roger C Parker, a well-known marketing guy and author of numerous books including Looking Good IN Print (a classic of design principles that’s been on my bookshelf for decades), interviews me about my brand new book Guerrilla Marketing Goes Green (co-authored with Jay Conrad Levinson), Wednesday, February 3, 7 pm ET/4 pm PT. This is for paid members of my co-author’s Guerrilla Marketing Association, but I’m allowed to invite people to the call. Check the Green and Ethical Marketing Page on Facebook
http://www.facebook.com/pages/Green-and-Ethical-Marketing-with-Shel-Horowitz/203659771513?ref=mf
or my Twitter feed http://twitter.com/shelhorowitz for the call details after January 28.

* I speak at the two-day Forum Davos conference in Davos, Switzerland, February 9: “Communicate the Value in Your Values and Turn it Into Sales: Effectively Marketing Your Social/Environmental Commitment” (this is the same hall and just after the world-famous Davos World Economic Forum, where people like Bill Clinton speak–I’m extremely
excited).

* Monday, February 22nd at 9:00 pm ET, 6 pm PT, I’ll be leading another teleclass for Hilton Johnson’s organization (which means, once again, you’ll be getting notices about his health coaching and about the other speakers booked that month, which include T. Harv Ecker). This time, my topic is “Create Value from Your Values.”

* February 23, the incredible Sean D’Souza from Psychotactics will interview me about cracking the best-seller list without any kind of big dollar outlay.

* Wednesday, February 24, 5 pm, I’ll be exhibiting my new book and other goodies at the Amherst-Area Chamber’s Buy Local Expo. Somewhere within ten miles of Amherst, MA.

* I’m attending Ryan Lee’s Continuity Summit, March 4-6 in Stamford, CT, http://www.ryanlee.com/rsvp/. He’s not even charging for the seminar, though of course, you’re on your own with lodging. Last year’s conference was excellent, although a bit high-pressure for my taste.

* March 24, I’m doing a teleseminar for Stacy Karacostas on Green and ethical business success: stacy (at) success-stream.com

* April 25, I’ll be speaking on collaborating with a co-author at the American Society of Journalists and Authors conference in New York. http://asja.org/wc/2010/

* May 8, I’ll be speaking once again on book marketing at CAPA University in Hartford, CT (also in negotiation to speak at both IBPA-U and Book Expo America later that month)

You can also read several recent interviews with me:

* Willi Paul interviews me on sustainability and frugality:
http://www.planetshifter.com/node/1455

* Dollar Days, on frugal/ethical marketing and the new Guerrilla Marketing Goes Green book:
http://blog.dollardays.com/small-business-expert-interview-shel-horowitz-ethicalgreen-marketing-expert/

* The Examiner, on environmental advocacy, the Greening of my own life, and environmentalism’s intersection with marketing:
http://www.examiner.com/x-14744-LA-Renewable-Energy-Examiner~y2010m1d4-Interview-with-Shel-Horowitz-of-Frugal-Marketing

* Dr. Dave Hale interviewing me and other experts on our social media predictions for 2010:
http://drdavehaleonline.com/blog/social-media-predictions-for-2010/

Friends Who Help

* Gina Mollicone-Long’s book Think or Sink impressed me a great deal, looking at the interaction of physiology, emotions, and success. I particularly like her approach to failure as a learning experience. If stress, job worries, or even weight loss issues are dominating your thinking, this book can pull you out of your funk. Visit
http://www.ginaml.com/think/ for the book and a pile of bonuses, including my 12 New Year’s Resolutions For a More Ethical, Ecological, Profitable, and Successful Business.

* Meanwhile, Jim Garland hopes to raise $10,000 for The Mark Victor Hansen Foundation’s antipoverty/literacy/entrepreneurship training work through his book, The Practical Guide to Exceptional Living. Lots of focus on gratitude and how to discover your ultimate life experience. You get the book, e-book, audiobook, and $2500 in bonuses.

Next week, you’ll get a special mailing about my own new launch, Guerrilla Marketing Goes Green–the most exciting book I’ve ever done, and one with the potential to change the business world.

* If you follow me on Twitter, you might notice that some of my Tweets originate from ShelHorowitzEthicalGreenMarketing”–and that if you click on that origination message, it takes you to the home page for my new book, Guerrilla Marketing Goes Green. I think this is waay cool. If you’d like to get your own branded tweets, from whatever you want to be known for and pointing to the link of your choice, it costs nothing to sign up: http://su.pr/1vpxQN Thanks to Tammy Fennell for developing this, and telling me about it.

* Suzanne Evans is driven by a passion and desire to help business owners discover the key to success – being authentic in their business. In just two years she grew her business from zero to a quarter of a million dollars by helping more people. She thought this growth was normal and when she realized it was not, she wanted to find
a way to share her journey with you. In retrospect, she realized that helping more people and making more money begins with finding your own authentic marketing blueprint. The coolest part? When she stopped traditional “salesy” marketing, she made over a half a million dollars. She’s sharing her story on a no-charge call on January 12:
http://www.1shoppingcart.com/app/?af=1076845

* At the recommendation of both Mari Smith and my long-time Vitual Assistant Michelle Shaeffer, I just signed up for Backupify, the leading social media Backup provider. Backupify makes secure, automated, daily backups of your online accounts. Backupify supports backup of Twitter, Facebook, Gmail, WordPress, Basecamp, Flickr, and more… 15 services in total. Too new to know how well it does, but certainly worth trying. Best of all, Backupify is free if you sign up before Jan 31st. Click this link to register: https://secure.backupify.com/signup

Published monthly since May, 1997 by Shel Horowitz
16 Barstow Lane, Hadley, MA 01035 USA
413/586-2388

Shel Horowitz, 16 Barstow Lane, Hadley, MA 01035, United States

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The Green Pig Syndrome

One would hope that what I am about to say is mostly fantasy, but I don’t think so. On the heels of a variety of calls from people claiming to be environmentally concerned, I am finding that environmental issues rarely supersede convenience and cost. One remarkable comment came when the person said, “I don’t mind being environmental as long as it doesn’t cost me anything.” Frankly, I was too shocked to respond like I should have. The best response was that irresponsibility is costing us all the time. The price of doing nothing is rarely zero. What is the price of not going to work? What is the price of refusing to fill the gas tank when the needle is on empty? What is the price of neglecting our children when they ultimately require an attorney to get them out of their latest jam?

So, it occurred to me that there is a “Green Pig” Syndrome (GPS) at work. The Green Pig Syndrome is like greenwashing except that it means that we don’t want our environmental obligation to intrude into our lives. You see, you can paint a pig green, but it is still a pig! A pig will do absolutely nothing different than it has always done. It will squeal and complain when things don’t work like he wants, and it will consume as much as he can in a day, hoping only for another day to do the same.

We love convenience, luxury, and excess. Constant gratification isn’t such a bad way to go, wouldn’t you say? If there were no consequences to how we lived life, one might suppose that we would all be happier. Or, at least we think that would be best. Like it or not, we live in a consequential world, and every day is an investment in making life better or worse. The simple task of depositing your trash in the next trash bin or throwing it out of the window has compounding consequences. We can survive the odd incident, but I have been in countries where trash lines the streets and festers in the alleys.

The Green Pig Syndrome is a values placement process. Pigs, I am told, are relatively near-sighted but are considered the fourth most intelligent animal in the world. They see only what is in front of them, and they are driven by their appetites. Who wants the life of a pig, though? In our example, they are not long thinkers. So, they never worry about how the world will be tomorrow. Life does not consist of what can be done today no matter what the real cost might be in the long term. That would be a Green Pig’s attitude, however.

Let’s face it. You can paint a pig green, but that does not change the way it thinks. And, anyone can paint themselves as environmentally-concerned, but how many things are they willing to change? The success of the environmental program is not just in building Green buildings or buying Green products. Those embracing these solutions are merely “Green by Proxy.” The real impact is felt when Green is made a part of the lifestyle. It could be considered behavior modification, but it is the necessary modifications for our collective future. We need not “Go Radical” in our transition to Green. It is a learned behavior that allows for people to grow into a better environmental citizen.

The reality about Green is it is not free, and it will certainly intrude on our convenience-oriented world. It is the challenge that we all face no matter if it is for an individual or business. Environmental problems are more like the rising tide without enough high ground to keep ourselves out of the encroaching waves. Slow disasters still deserve our attention, even though we are not up to our necks in trouble yet. It will not be expedient, relaxed, or pleasant. It is, however, necessary for the world that we live in today. The problem is not as violent as a war, or as immediately pressing as a hurricane. This is not a call to monastic living, moving into a grass hut, or trading your car in for a bicycle. We cannot make the necessary changes without changing the behavior of each and every individual.

The cure for the Green Pig Syndrome is not an H1N1 shot. We can be Green humans who have the cleverness to see the future and change what we are doing today. There is a cost to Go Green, and there are simple ways to transition to Green Practices that are often mildly intrusive. Some Green practices will cut costs. If you are ready to be both human and a humanitarian, it is time that we all decided to make the changes without concern for the cost or difficulty.

The Green Business League assists businesses in their Green business certification by an recommended program of audit and certification. Those wishing assistance with Green Business Certification can request a Free Green Business Assessment from a Certified Green Consultant.

Basics Of Carbon Offsetting

Carbon offsetting deals with reducing the effects of greenhouse gas emissions by individuals or corporations caused either unknowingly or with awareness. In this system, you take measures to nullify whatever adverse effects your emissions have on the environment by stopping atmospheric pollution in some other place in the world. This way the total emissions across the globe will remain within prescribed limits, which will reduce the damage to the environment.

In theory, leading or participating in ecological campaigns in your locality, planting saplings in your backyard, or doing anything that will negate the harmful effects of CO2 and other toxic gases in the atmosphere, are good ways to practice carbon offsetting. Personal action is not always practical, and thus the carbon offset system was suggested, in which people who consider themselves guilty of polluting the environment can contribute money to an organization to compensate the damage done to the environment. Your money is then donated by the organization to companies running environmental projects.

Companies and governments play a lead role in carbon offsetting and under the Clean Development Mechanism of the Kyoto Protocol, the developing countries are generally paid by the more advanced countries for keeping the total rate of emissions within prescribed limits.

Sceptics believe that carbon offset fails to rectify the problem of the ecological harm that an an organization is responsible for. In both carbon trading and carbon offsetting, you just make a monetary compensation for your harm done to the environment without actually preventing it.

However, the supporters of theses systems argue that monetary incentives in carbon trading are adequate to motivate firms to adopt greener methods of carrying on business. Likewise, in case of ordinary people, a system like carbon offset permits them to promote their eco friendly image and spread awareness about this issue. People have been inspired to opt for carbon offset as several public figures have endorsed and embraced it. The success of the system is reflected in its fast growth over the last few years and most people now acknowledge the immense potential that it holds.

Learn more about Carbon Trading and Carbon Offset and get a deeper understanding on how you can help in saving the environment. Get a totally unique version of this article from our article submission service