GREEN AUDIENCES, GREEN TITLES, GREEN PRINTING TAKING ADVANTAGE OF THE TREND SHEL HOROWITZ—“THE TRANSFORMPRENEUR” IPNE WEBINAR, JUNE 23, 2016

GREEN

AUDIENCES

GREEN IS A GROWTH SECTOR! Even During the Recession… •  Overall construction sector down 17%—GREEN

construction UP 1700% •  Nonorganic food grew just 33%—ORGANIC food, UP 238%

Today:

•  186,337 results for environment books

•  23,437 results for green business books •  10,466 for green living books

•  6,361 for children’s environmental books

DIFF. MESSAGE POINTS FOR THREE DIFFERENT AUDIENCES

Committed Deep Greens

Hostile/Indifferent

Non-Greens

Lazy Light

Greens

EVERY SECTOR HAS

COOL GREEN PRODUCTS

TESLA—HIGH-END AUTOMOTIVE

MARCAL—HOUSEHOLD PAPER

FAMILIA—ORGANIC GRANOLA

GREEN BUILDINGS

REMEMBER THIS KEY 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

GREEN

TITLES

SOME POPULAR EVERGREEN GREEN BOOKS This Changes Everything (2015) Silent Spring (1962; 2002; 2012) Cradle to Cradle (2002)

Why Should I Recycle (kid book, 2005)

Biomimicry (2002)

The Upcycle (2013)

Apple Cider Vinegar (2008) Grow Your Own Food (2016)(Kindle)

NOW…

LOOK AT THESE STATS/PUB DATES!

THIS CHANGES EVERYTHING

SILENT SPRING

CRADLE TO CRADLE

THE UPCYCLE

BIOMIMICRY

WHY SHOULD I RECYCLE?

APPLE CIDER VINEGAR

GROW YOUR OWN FOOD

NOW…

LOOK AT THESE TOPIC AREAS!

GREEN TITLES SPAN ALL CATEGORIES This Changes Everything (economics/climate science) Silent Spring (science of pesticide impact) Cradle to Cradle (zero –waste manufacturing)

Why Should I Recycle (how-to book for kids)

Biomimicry (designing by imitating nature)

The Upcycle (follow-up to Cradle to Cradle)

Apple Cider Vinegar (health food) Grow Your Own Food (gardening)

GREEN TITLES SPAN ALL CATEGORIES Examples we didn’t show: •  Construction •  Waste management •  Green lifestyles •  Natural disease control •  Green burials •  ETCETERA, ETCETERA, ETCETERA

GREEN

PRINTING

FACTORS TO CONSIDER

Walking your talk Print run Paper stock Ink

WALK YOUR TALK!

EPIC FAIL Full color all the way through Coated stock Large run (Random House) AT ODDS WITH THE MESSAGE! (but selling quite well)

GREEN PRODUCTION Print run •  On-demand or very short runs (beyond pre-sold) •  Custom covers for bulk-purch partners •  Higher unit costs but lower overall cost •  Zero storage cost •  Higher shipping but customer pays it •  With CS or LSI (nonexclusive)—GOODBYE to

the horrible 2 copies per warehouse game

GREEN PRODUCTION Paper stock •  Recycled •  FSC Certified •  Non-tree paper •  Non-paper paper (Cradle to Cradle) Ink •  The great debate

INK LINKS…JUDGE FOR YOURSELF •  http://www.triplepundit.com/2013/01/soy-ink-myth-reality/# •  http://info.universalprinting.com/blog/bid/48140/Printing-

with-Soy-Ink-is-NOT-Green-Printing •  http://www.prismagraphic.com/benefits-of-soy-based-inks/ •  http://www.turi.org/TURI_Publications/

Toxics_Use_Reduction_for_Industrial_Processes/Printing/Alternatives_to_Petroleum_and_Solvent-Based_Inks._1994 (older and fairly technical factsheet on many types of inks, green perspective—worth at least scanning)

•  Lots more at https://www.google.com/#q=soy+vs+conventional+ink

GOING BIGGER

CHANGING THE WORLD!

GOING GREEN IS NOT ENOUGH! As publishers and authors, we have a role to play in turning hunger and poverty into sufficiency, war into peace, and catastrophic climate change into planetary balance. All of these are fundamentally about resource issues—and that means they’re fixable. For how—please see my 10th book, Guerrilla Marketing to Heal the World and my “Impossible is a Dare” talks.

GOING BIGGER

I’M HERE TO HELP

HOW I CAN HELP Consulting •  Greening your title line •  Picking niches/evaluating acquisition potential •  Win-win partnerships •  Learning the green market •  Strategic book marketing/marketing plans (all titles/

genres) Copywriting •  Writing covers, press releases, pitch letters, web pages, e-

blasts, direct-mail, ads, etc. (all titles/genres)

FREEBIES FOR YOU http://goingbeyondsustainability.com/freebies •  Green and social change business profitability

assessments (doing either or both gets you a free consult) •  Sampler from Guerrilla Marketing to Heal the World

•  Newsletter

•  My Painless Green ebook with 111 mostly free/very-low-cost tips

•  And more

GET TODAY’S SLIDES Slides: shel@greenandprofitable.com Subject Line “Green Publishing PPT” OR Tweet your email and “Green Publishing PPT” to @ShelHorowitz

Phone: 413-586-2388, 8 a.m. to 10 p.m. US Eastern

Same contact info to reach me about consulting, speaking, or writing.

THANK YOU!