Is Solar Energy Suffering from Message Deprivation?

Back in the early 60′s, Marshall McLuhan declared that the medium was the message. Today’s it’s spun around. The message is the medium. How else can we explain the polarization of America to the extent that it is taking place today? Whatever happened to the hope that renewable energy offered all of us in terms of saving our economy, new jobs, improved infrastructure, energy independence and clean air and water?  

In a recent survey by Kelton Research, when asked if it’s important for the U.S. to develop and use solar energy, 92 percent of Americans responded “Yes.”  It’s not like we don’t want it. So what’s the problem?

As green marketers, it seems sadly simple to us. We are all suffering from message deprivation. The loudest voices we hear are the ones against whatever is put in front of them. When in reality, the loudest voices should be the ones calling out for something else. We need to help get those messages out. 

So here’s one for the solar industry. A gift from MOM (that is, Mind Over Markets) to you. Use it well.  Pass it on. But most of all, get it out there. 

 We Bring Solar Down to Earth

 For more than six billion years,

solar has been the most reliable heating source on earth. 

In fact, when you think about it, solar isn’t alternative energy,

it’s the original energy.

Totally practical, totally reliable and totally free.

With oil, gas and electric prices rising every day,

it’s good to know that the sun also rises every day,

and once you harness it, it’s free energy from then on.

With current, generous tax incentives and rapid payback,

the solar advantage keeps getting brighter and brighter.

Imagine the thrill of getting a check from the power company

instead of a bill.

Think of the rush you’ll feel producing your own clean,

non-polluting, endless, renewable energy.

 Think of it this way, energy prices rise every day.

So does the sun.

One costs you. One saves you. 

Haven’t you been in the dark about solar long enough?

 (Your Company logo here)

We Bring Solar Down to Earth

Now it’s your turn. We invite all of you to come up with messages that move people toward something the way recent messages have moved people away from things that ultimately do not serve  our best interests.

After 9/11, America came together from all backgrounds, no matter what color your state was. We need that rallying cry again or the American dream will become an America tragedy.

So send out your messages. Trust us, we need you.

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