In this part of the book, you'll learn how to take the principles we've been talking about and apply them in real-world marketing. Although we don't have the space for a full discussion of practical marketing here, we can give at least a brief summary. If you want more, please check out Grassroots Marketing: Getting Noticed in a Noisy World, Shel's comprehensive book on how to market effectively for maximum impact at minimum cost—as well as Jay's numerous books, especially Guerrilla Marketing for Free. We also both offer huge amounts of practical marketing advice at
www.frugalmarketing.com, a direct example of the demonstrate-your-expertise model we discussed in Chapter 7.
Not surprisingly, many of these techniques are totally suited to Green, people-centered marketing.
The reason is that ethical, Green, win–win marketing methods work better. These strategies are cheaper, more effective, and easier to implement than the typical win–lose strategies. For instance, if your operating costs are lower, your prices can also be lower—or your service standards higher. And you may find ways to shine a spotlight on your suppliers and customers, and bring them along with your success.
If your next proposed marketing or customer service initiative meets the criteria in the checklist below, the chances are good that it's in harmony with the abundance mentality, and ...