Five key mistakes to run from before promoting your green business
Are you sure you’re not making the five key mistakes listed below? Please take the time to check them out before promoting your green business!
Kudos to you and your vision for running an environmentally sustainable business.
You deserve even more—perhaps you’re applying your trailblazer idea to create a bigger shift.
Like changing the linear business models for others to follow.
You’re a leader, without a doubt.
And honestly, it takes guts. It not as easy as it sounds.
Being a leader in an area where nobody has walked before you has never been easy.
It takes calculated risk-taking to step out of the beaten path to face the hurdles others are not dealing with.
And only because you know deep inside your brain, heart, and gut you did the right thing in launching an ecofriendly business.
You’re paving the path toward a circular economy.
Which is the one and only way for the world to survive. The world with us in it.
Even though you know you’re helping the like-minded consumers out there, there is a nagging thought lurking somewhere in your head. In your zeal to bring to your customers what they need–what they want to see and use–without being guilty about hurting the world, you may have reached a stubborn bottleneck that’s wearing you out.
Now that you’ve made your entrance into the environmentally sustainable market, you’re probably thinking, “Now what?”
Like, “Where is the reward, the profit?”
“How do I know my competition?”
“What could I have done differently for a bigger reach?”
Especially if you’re stepping into the uncharted path that people are not even aware of, then how to go about letting everybody know about your product or service?
Does the entire bunch of your prospects know you even exist?
What evidences do you have in the audience’s radar about your existence? How do you know?
There are many simply waiting to figure out you have a terrific product that can change their lives without leaving a unworthy impact.
And there are those who feel the need to change but have no idea how to do it.
If they knew, they’d happily be your client.
But, wait, before we go any further, how do you reach people who simply have no clue they need to change at all? Before long, they’ll burn up whatever little chance the world has in saving the resources.
They clearly need the education they’re not seeking.
There’s a huge market lying untapped, right there.
And there lies the challenge—of training them in an indirect sort of way so you don’t ever sound preachy.
Ever.
You preach, and they run as if their life is on stake. It’s the trend of the modern consumer.
Yet, opportunities are aplenty for your product, believe me.
Prospects exist like uncut diamonds. Just pick and polish.
But how?
If your coffers are not filling up, even steadily, or not rising at all, there must be something out of place. Or something missing. What is it?
You want to make sure you’re doing it right. Getting on the right side of a marketing campaign is crucial.
Do you feel like your mistakes are tightening like a noose around your neck? Well, this article might help you breathe.
See if you’re playing your cards right. See if you’re “racking your shotgun” à la Perry Marshall.
Which means if you’re raking the gun at the right place and at the right moment in time–to know who your prospects are when they turn around to spot who is doing the raking.
And then, again, are you talking to them?
What language are you talking in?
Are you sure they speak the same language?
Aha! You’re getting it now. This process of finding the right people for your products can be hampered at many junctures.
Sad, isn’t it?
To think that you have it right—the best product, the best website, the best team, and yet … just by a few not-so-perfect steps, or a few too soon, it all sits in the storehouse waiting forever.
Like dogs in a pound.
Let’s say your situation is not as bad as that. You get by. You call your business successful. Your products reaching the right folks.
But is that enough?
What If I say you’re leaving money on the table?
Now let’s get honest. And let’s get gutsy. Instead of that elementary-school sugarcoating of pretty much all the blatant errors…
It only prolongs the suffering. Fact.
Muffling an alarm bell doesn’t wake us up.
I wish someone told me about my mistakes.
Yes “mistakes,” right when I was doing them.
And not candy-wrapping them with a “good job” just to make me feel better.
Like, “I love the way you said 3×7 makes 22. You’re almost there, very close, good try.” Etc. Etc. and Etc.
That DID NOT HELP.
I mean how could it?
Besides giving me a false sense of satisfaction. Making me feel that I’m inching my way to the right answer.
Months went by. My multiplication table still sucked.
I was still hovering around 3×7=22 or even 23, not knowing which way was close enough to being right.
All those half-truths or darn-lie accolades only continued to keep me mediocre. Downright mediocre.
If you dig history since the beginning of mankind, mediocrity didn’t ever brand success. It never moved ideas, except to bring resignation and more mediocrity.
Now that I know better, I’m not going to do that to you.
Five green marketing mistakes
So, here I come, to call a spade a spade, and boldly mark a few “errors”, “mistakes”, and even “blunders” that we all make—mistakes that a communications expert can help you avoid.
Yes, you may take a deep breath before you move on. It can only help.
Let’s look at a few things straight in the face.
Mistake 1: Geekspeaking rather than plain-talking to your target market.
I’m assuming you’ve already identified your target market. Once you know what value you’re adding to your ideal audience, use the exact language they talk in and love in. Best way to share your information in a way they share their problems.
What’s your story they’ll be electrified about?
Your story and the voice with which you present will decide the fine lines of the image you create for your product in their eyes. That’s how they’ll see you.
To talk most effectively is to meet them at their comfort zone, creating small focus groups and gathering their opinions. A great way to allay their doubts or uphold the power of your product.
We green warriors often flex our brain muscles with big knowledge words about the environment, the complex processes that we’re undertaking in the remediation of the seemingly irretrievable damage… see what I mean?
Big words help in impressing people, no doubt. But it rarely helps to bond, to create a stirring in the hearts of the people. Especially as buyers, they need to be emotionally bonded with the product. Only then they’ll buy.
The power of simple language naturally builds an expectation in the community. When you are with them, at their vocabulary level, sharing your story, they’re bound to feel interested about your upcoming product.
Feeling involved as they take part in the feedback process gets them proud of playing a role in your growth.
If you’ve thanked them enough in their style, with their comfort words, they’ll never forget.
If you made them feel respected and special for their input, chances are that they will continue to be on your side, jacking you up with support to reach the next level.
My core advice: Using the “you-and-me” language with stories that your audience relates to has the most power. They feel you’re talking to them, and not at them. That you’re there helping solve a long-drawn problem.
Mistake 2: Ranting impressive features without bonding to your audience’s WIIFM (What’s in it for me?).
Saying something louder and longer until the listener gets your message doesn’t always do the trick.
Are you connecting to your audience’s core problems by highlighting the best benefits of your product?
Many may like the idea of your product but are hesitant to make the decision to purchase. Once you show them how it appeals to their life, they’ll will make them justify their purchase.
Explanatory information on a website about your great product is a few steps beyond what most consumers want to explore, except the most proactive.
Marketing statements such as “Learn How to Lower Your Utility Bill” or “Save Water” are like plain vanilla. These don’t stop the gaze and stir your heart. If they failed with you, there’s no way they’ll inspire your audience to click.
Your key message, tied to what the users really want, the “What’s In It For ME?” will do the magic.
It’s the one thing your potential customers are waiting to hear that will drive them to your website.
Here’s something to catch the eye of many:
“Houston’s electricity rate jumped 40% in 2019. But we have you covered with an irresistible plan. You can even lower it with your own solar panels… and in fact, you can sell all your excess electricity back to the grid without spending a penny. Here’s how!”
If saving money drives your audience, this may be a winner.
My core advice: If you hook your offer to customer benefits, they will be more inclined to buy from you.
Mistake 3: Overlooking your own emotional story of giving in a rush to branding.
Are you connecting your cause to their heart? People love cause marketing these days.
It’s not only about what you do with your profit. What made you have the vision of global benevolence is equally powerful giving.
Failing to share your company’s story full of your dreams, values, and convictions in a genuine and transparent way can take the wind out of your sail.
Consumers may find similarities between your product and your competitors. Most buyers are looking for companies who have a face and who share their beliefs.
Have your back story on the product. Make it visible.
Show them your vision and mission. Demonstrate how you give shape to it through your business practices.
Resonate with consumers’ values. Show your humanity and concern.
After all, sustainability is built on the idea of changing what we are doing. And doing something that is better, healthier, more conscious, and kinder to the earth.
And kinder to the earth ultimately means kindness to others.
Show how you are doing this as a company and individually to gain credibility and worth. It’s the most valuable thing you can have from your buyers—their trust.
My core advice: The telling of your own life journey is a powerful tool to connect your cause to their heart. People ADORE cause marketing these days. Use it to create your fan following.
Mistake 4: Being in a hurry to sell before you educate.
Are you creating more prospects with subtle, gentle education without preaching?
Education is must. Selling first and educating later is a big loss of opportunity. Even in B2B. The industry that takes your product or service will have the best cue to share with their customers. Their product gets elevated in value for their market.
Apart from word of mouth, Google is where people go for knowledge—about you and your product. What do you have out there for them?
Content is key. What you say and how you place the information using the points we’ve already discussed—simple language with a story hook that connects to me and my problems. The persuasion will be tucked in like a kindergarten teacher feeds information to her students.
Like a mother bird mashes up a bug to feed her fledglings. The nutrition doesn’t get compromised. It only becomes more digestible for the fledglings. Until they fly out to find their own bugs.
Your prospects may still be interested in getting a deal. Just like the fancy competitive stuff on the shelf in stores. How you educate them will make or break the chance for a change.
If and when they are convinced you have an awesome product that fits their needs and does a lot of good too will they fit in perfectly. Like the hand in its perfect gloves.
Develop valuable, emotional content that raises the right questions and then answers them to whet their appetite in the most nurturing ways.. Create free info-rich downloads, short instructional videos, and no-charge access to the first consult.
Make your message relevant and timely.
Demonstrate generosity and also a desire to clarify the online information glut for the consumer.
They will appreciate you for this.
My core advice: More prospects are created with subtle, gentle education that is not preachy. It takes time, but it works wonders.
Mistake 5: Not using free online tools alongside advertising to capture your local market.
Did you try to go bigger first before you tried to woo the untapped local market. Local could be your untapped acres of diamond.
Even though international or national sound very cool, a beginner’s target audience is huge in the local markets.
Start small and build on your local safety net. Prospects and customers at one end and the businesses networking among local businesses to weave a safety net around successes.
Create a library of positive testimonials.
These will resonate with others whether they are in that region or elsewhere.
Be a presence in local events, offer free programs to build familiarity and share high-value materials with your target audience.
This local interactive approach will help you refine your message and products. Local is a value by itself for all environmental items.
It will open a big side door to create a close and loyal link between yourself and customers. Customers who want to save money and the environment, all at the same time.
My core advice: Word-of-mouth works wonders, but so do social media, web content and automation.
A few more stones to look under
There are quite a few things that you could weave into these five things.
Your voice:
Just doing a huge makeover of your website doesn’t help. In fact, words don’t do anything if there’s no voice. It’s all about the product features. But to the readers, it’s info without passion—plain gibberish.
Nobody likes being told what to do. They want to do it, they want to decide what to do. So, tweaking your voice will help. Even in B2B.
Here’s what you can do. Have the computer, or someone you trust, read out your website content to you, in plain and simple talking style without any lilting or hyped inflections. You close your eyes and listen. Feel those words.
The words that talk to you will go pop in your brain. Those that talk at you will go plop down.
Now open your eyes and have the other person read with a little bit more expression. And, yet, with enough neutrality. You’ll soon know which words and phrases need to go.
You may have had hired “experts” to build your website, but you may still be disappointed with the slow leads and sales.
The time is now to see if you struggle to find the right words to talk about your business.
If you are struggling, light up that faith in your vision and mission. Believe your business has more potential than the realities are holding up for you to see,
Be different:
Are you worried about sounding different than your competitors?
If they’re all using the cookie-cutter formal tone in your industry, your breaking away from it, or offering a different offer may just make your customer take notice of you.
Most likely, they’ll welcome your true style and approach, and for the first time actually understand what you are talking about.
Be kind:
Remember, it’s not about surviving, it’s about thriving… thriving together in a network of mutual support and wellness. You don’t exist without the other successes around yourself.
Be proactive in building that safety network that makes sure the business environment is healthy.
Good news. We can fix all these problems nagging at your business. I’m about to show you how.
Stay positive!
There will be wind in your sails on some days, and some days the sail will be limp.
The magic is in keeping on what you do well that’s close to your customer’s style.
Testing the market relentlessly and tweaking your product accordingly are the two key to get over the uncertainties.
But above all, stay hopeful. Have your chin stuck up enough to keep your nose pointing forward.
Like Jack Canfield, in his famous book, Success Principles, revealed the never-give-up strategy summed up in a simple formula of SW-SW-SW-SW.
Simply put, it means:
Some Will take to your product,
And Some Won’t,
So What?
Someone’s Waiting …
Bottomline wisdom of this message is to keep trying different stories and styles with your prospects..
If needed, tweak some, and look some more, and then tweak some again.
Aim, shoot, tweak, take aim again—have this looping and spiraling. There is no finish line to this, really. Perfection is an ever eluding destination.
So, where do you go from here?
These tips are not the entire wisdom behind a successful business.
Just as there are other mistakes that can be avoided, there are also a plenty of other ways to stand out in the crowd.
Standing out sounds good, doesn’t it? Being different for a good reason. I’m not talking of sheer size or muscles. Those are not the only ways. At least not in the days of modern online marketing.
Working with a communications expert, like myself, you can set yourself going on those clear-cut steps on the journey to your success. You’re not following blindly, you’re going to learn the tricks to do it yourself before you know it.
Telling you, it’s totally worth a try.
Contact me if you want to talk some more. I’d love to chat with you. Getting it off your chest can only make you feel better, and a whole lot more gutsy about your next RIGHT MOVES.
It’s FREE. No riders, whatsoever.
And that FREE chat doesn’t put any obligation on you to hire me.
Always at your service and happy to help.
To your success,
Balaka Ghosal
thegreenwriter.com
