Magazine article Working Mother

Environmental Edge

Magazine article Working Mother

Environmental Edge

Article excerpt

How do you tap into the explosion of interest in all things green? Here, some advice from Eric Friedenwald-Fishman, coauthor of Marketing That Matters and creative director at the Metropolitan Group in Portland, OR:

FOCUS ON QUALITY. Don't expect a shirt to sell well just because it's hemp; make a case for fit, cut and quality. Most people want style first, greenness second.

APPEAL TO CONSUMERS' HEARTS, THEN THEIR INTELLIGENCE. Package your site and your products in such a way that they create an emotional response. But be sure to follow feelings with facts.

GET PERSONAL. Don't just send a sales slip in a box. Include a story. Use your site's "about" button to let your customer know you're a mom with a mission.

CREATE BUZZ. Offer customers a discount or a coupon if they get their friends to sign up for your newsletter, which must be full of useful information. …

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