All-new 2013 version of Shel Horowitz's "Making Green Sexy" talk. With bold graphics and examples ranging from toilet paper to ice cream to the Empire State Building, Shel Horowitz of GreenAndProfitable.com shows how to make green products and services sexy to both green and non-green audiences, and the different talking points that work for each. An international speaker, Shel is the lead author of Guerrilla Marketing Goes Green (consistent Environmental category bestseller on Amazon.com)...writes the internationally syndicated column Green And Profitable...and—as a green profitability/green marketing expert—consults to businesses and organizations around the world. Shel has presented versions of this talk, customized for each audience, in venues as diverse as a public relations conference in Davos, Switzerland...a green building conference in Texas...a national green mega-event in Washington, DC (among many others). Note: this is an abridged version of the slideshow. The full talk has more depth on the case studies, and more examples of talking points.

1. MAKING
GREEN
SEXY:
FRAMING THE MESSAGE TO REACH GREEN
AND NON-GREEN AUDIENCES
EXCERPT FROM THE FULL PRESENTATION
COPYRIGHT 2009-2013 BY SHEL HOROWITZ

2. SEXY
ELECTRIC CAR

3. MAKING GREEN SEXY TO
A NON-GREEN
AUDIENCE:
As Good or Better than Non-Green Competitors
Quality, luxury, performance, price, etc
BECAUSE of the green features
Tesla scores a

4. REMEMBER THIS KEY
SEXY PRINCIPLE!
Harmonize messages of self-
interest (e.g., saving
money/making money, solving
problems, achieving goals)
and global purpose
Make going green
SUPERIOR to/MORE
economical than the
alternative—hit both
self-interest and higher
good

5. SEXY TOILET PAPER
PACK: MARCAL, 2010

6. SO…WHAT CHANGED?
NOT shy
about
eco
Eye-
catching
combo:
bold AND
soothing
Benefit-
focused
“enviro
facts”
Save-trees
slogan,
recycling
logo, foliage
motif

7. LESSONS:
MARCAL
If you’re
green,
TELL
people!
To greens:
higher self:
Save 1 MM
trees
Non-greens:
benefits:
price/quality
Enviro Facts
imply brand
comparison)
SEXY to
greens
OK—but
don’t push
others away

8. SEXY ICE CREAM:
BEN & JERRY’S

9. DO YOU THINK BEN &
JERRY’S WOULD HAVE
SUCCEEDED…
WITHOUT the
green/ethical
market?
With ONLY the
green/ethical
market?

10. SEXY GREEN EVENT VENUE
“Sexy” and
storied
history
Birthplace of
movements
and books
Green
features
added
Anchors for
today’s
marketing

11. SEXY GREEN RETROFIT
HUGE PR
for green
building
Sexy: saving
$4MM+/year,
33% ROI, 3-year
payback
Legendary
tourist
destination

12. SAMPLE MESSAGE
POINTS: ENVIRONMENT
“Our facility is 80% solar
(wind, hydro) powered”
“Working to achieve zero
waste within two years”
“Using only recycled raw
materials since 1950”

13. SAMPLE MESSAGE
POINTS: JUSTICE
“As a
LOCAL
bank, we
fight
against
redlining”
“10 percent
of our
profits go
to creating
alternatives
to poverty”
“We are the
99 percent”

14. SAMPLE MESSAGE
POINTS: HELPING
DISADVANTAGED
“We don’t hire
people to bake
brownies. We
bake brownies
to hire people.”
“For every pair
of shoes you
buy—we
donate a pair to
refugees from
Darfur”
“Solar-powered
lanterns
provide a
ladder out of
poverty”

15. MESSAGE POINTS FOR NON-
GREEN/
NON-SOCIALLY CONSCIOUS
AUDIENCES
Many could be in
multiple categories

16. A FEW SELF-INTEREST
TALKING POINTS FOR
GREEN PRODUCTS
Luxury/Pa
mpering
Save/Mak
e Money
Conven-
ience
Problem
Avoidance
Commu-
nity
Ethnic/Su
bculture

17. POINTS:
COMFORT/LUXURY/PAMP
ERING
“The warmest and
softest slippers you’ll
ever own, thanks to our
special blend of all-
natural fibers”
“This powerful shower
makes you feel so
good, you won’t
believe how little water
you’re using”

18. SAMPLE MESSAGE
POINTS:
SAVE/MAKE MONEY
“You’ll pay only 1/3 as much for electricity
as you would in most other homes of this
size.”
“Earn thousands every year, selling
Renewable Energy Credits to the power
company.”
“Double-sided printing cuts your paper
costs by 40 percent.”

19. SAMPLE MESSAGE
POINTS:
ETHNIC/SUBCULTURE
“We are a
welcoming
business that
embraces the
diversity of our
customers and
employees”
“Owned/
operated by
your
neighbors
and fellow
______”
(name of
subculture, in
plural)
“All events
signed for our
deaf
customers”

20. SAMPLE MESSAGE
POINTS:
PROBLEM AVOIDANCE
“50-year warranty,
thanks to the great
design and durable
eco-friendly
materials.”
“Let oil prices triple!
You’re protected, b/c
you heat and cool
directly from the earth.”
“Green design
principles mean fewer
moving parts to
break.”

21. SEXY/UNSEXY MONEY
STATS 2 CONVINCE CEO,
BOD, SHAREHOLDERS…
$4.12 TRILLION
invested in clean
energy
worldwide since
2007
Walmart’s sales
of organics:
~$15.44 billion
(2011)
Chevron owes
$19 billion for
anti-ethical,
nongreen
practices

22. SEXY PEOPLE’S ENVIRO
MOVEMENT
Mass outrage
channeled into
ACTION
“Experts”:
Terrible,
but
nothing
we can do
Threat to
iconic
landscape

23. STM: MESSAGE
POINTS
Water
Traffic/noise
Endangered plant
and animal habitats
Strain on town services
Destruction of the rural character
of the neighborhood
EMPOWERED RESIDENTS WILL
STOP THE PROJECT!

24. STM: RESULTS
Protective
legislation
State park
land
acquisition
Government
restructuring
Empowered
residents
Near-total
victory in
just 13
months

25. SEXY ZERO- OR LOW-
COST MARKETING
METHODS
Self-
Generate
d Media
(websites/
blog
newslttrs
brochures
videos,
etc.)
Package
& Point-
of-
Purchase
Free
Publicity
in Trad.
Media
Others’
Sites:
Social,
Blogs,
Youtube,
SEO, etc.
Partnerships
and Alliances

26. GET IN TOUCH!
Phone:
413-586-2388
Email:
Shel@
greenandprofitable
.com
Web:
GreenAndProfitable.com
ShelHorowitz.com
Twitter:
@ShelHorowitz
Shel Horowitz
16 Barstow
Lane
Hadley MA
01035
USA

27. TO MAKE THE
LAWYERS HAPPY
This presentation is copyright 2009-2013 by Shel
Horowitz, and is based on concepts in his book
Guerrilla Marketing Goes Green: Winning Strategies to
Improve Your Profits and Your Planet (co-authored with
Jay Conrad Levinson),
http://www.guerrillamarketinggoesgreen.com . All rights
reserved. Used by permission.
To contact Shel about speaking, consulting,
copywriting, or training, please use the form at
http://greenandprofitable.com/contact/