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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photo credit: rengel134                       

What a difference a word makes. With news out of Washington on the waffling on the Alternative Energy front, it occurred to me how much further this effort might be moving along if we weren’t dealing with the term “alternative” as in just another possible way instead of the most intelligent way to create new and reliable sources to power our future.

 Maybe the new term, which I offer up gratis to all of you, should be Absolutely Necessary Energy, or even Can’t Live Without It Energy. Then maybe a sound energy policy would already be in place and people would understand that we can’t live without it.

 As a marketer, I know how we label something has a profound effect on its acceptance. I find it incredible that with all our brilliant sunshine shining down every day and all our abundant wind blowing freely, instead of being captured and harnessed, we’re still dragging our feet on getting out and demanding a sane, inexhaustible and clean supply to power our nation. The jobs it would create and the national security this would engender, not to mention the cleaning of our air and water supply, would be the greatest gift this or any Administration could give our country and the world. 

 So let’s change the name and change our direction on this or someday the future generations will look back on us and shake their heads in disbelief.  

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Take heart green-preneurs, there’s a green light ahead.  According to a recent Advertising Age headline, “Green-Marketing Revolution Defies Economic Downturn: Sustainable-Product Sales Rise as Eco-friendliness Goes Mainstream and Value Players Join the Trend.”  That’s proof that even in a harsh economy; healthier, smarter and safer products have meaning to consumers.  That’s not just because consumers have more planet consciousness, that’s because they have more personal involvement.  They want products that are better for themselves and their families — and the planet too.

That’s the true green message that wants to be told. Organic food equals better food, tastier food, fresher food.  Eco- cleaning products are safer for your kids and home.  Zero VOC paints are not only beautiful to look at but beautiful to live with. They don’t off-gas toxins into your inner environment.  In the time of Swine flu, e-coli hamburgers and scary peanut butter, green products need to make the case that they’re better products. 

For instance, for a solar client we recommended as their company tag line, “We Bring Solar Down To Earth.”  That said two things.  Number one, they harnessed the sun.  Number two and even more important, they have made solar practical, economical, every day and something for everyone, not just off-the-gridders.

What does that mean to you?  Simple. Get relevant.  Communicate your reason for being. What you do and what you do better. Make your case personal and close-in. When you’ve educated all of us in simple, down-to-earth terms, than you create a relationship not just a customer.  You’ve done something for them, instead of just selling something to them.

What are you doing to get relevant?  We want to know.  Really.

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