Category Archives: Marketing

Why Green Marketing is Good Marketing and How It Can Help You Prosper in Any Market

Green marketing Blogby Steve Schappert

Green Marketing is alive and well among those that know how to use it.  Green marketing will continue to grow and blossom if you remember one important fact.  People want to know what the immediate benefit is to them.  Immediate means right here and right now, if you lose sight of that fact you will be lost and your competition will fill the need for your customer.  If you think your green initiatives will drive customers to your doors you are looking at people needs upside down, snap out of it quickly before it’s too late!

Regardless of the economy there is a very specific order to people’s needs. Survival is at the top of people’s needs, things like breathing, food, water, sex and sleep trump saving a tree. In a down economy people are much more aware and concerned about affording groceries than saving the planet.  Morality, self actualization, and all that feel good, fufu crap is a polar and absolute opposite to food on the table.  If your headline focuses on fufu and your competitor focuses on addressing basic human needs, what do you think the outcome will be?  “Umm… bankruptcy?”  Ding, ding ding!  Correct answer!

I know, it sounds like green marketing and doing good is a losing proposition, but bear with me for a few moments, and I’ll try and break it down. Green marketing addresses the complete product life cycle because sustainability done right, creates sustainable profits. Sustainable profits help you build a successful brand with staying power. The benefit to the planet is you learn to do more with less and you help others by serving as an example.  People like people that do good things and help them, so they buy more from these folks, creating more business, earning more money so they can do more good. Marketing promotes your brand, green marketing builds your brand for the long haul.

Don’t ignore human nature, it never changes. Good, green marketing accepts human nature and works with it to inspire action.  Action can be purchasing your product or people modeling your success; that is how big changes happen. Good, green marketing starts with a single step, stay focused and come up with one thing that you can do to increase customer service and satisfaction while increasing profits and not hurting people or planet.  You might be stumped at first, but give it a moment, the ideas will come.  Usually the ahaa moment is when you realize an increase in customer service and satisfaction creates repeat customers, which is the quickest way to growing your business.

Here are 5 Simple Steps to Increasing Sales With Green Marketing

  1. Big Promise: Determine how you can make your customers life better right now. What do you do better than the competition?  What is the big promise that your company is founded on?  How do you help them survive and prosper?
  2. Safety:  Provide reassurance that doing business with you is a good choice.  You are the safe choice and the right choice.
  3. Bonding:  Welcome them to the growing family of customers that chose to work with you. People desire a sense belonging, when they join your team they will tell others.
  4. Respect:  Point out how the decision they just made will earn them respect and esteem from others.  People like to be respected and want to feel good about their buying decisions.  Why will their boss, coworker or spouse be happy about the purchase?
  5. Doing the Right Thing: Finally, reassure them that they are doing the right thing.  They are buying a quality product or service made by hardworking, caring people that receive a fair wage for their efforts. The world is a better place because of their decision and together you helped solve a global problem while inspiring morality and creativity.

Steve Schappert is a certified energy and marketing expert and can help your business lower energy use and increase sales.   Steve serves as The President of The Green Marketing Company and publisher of The Good Word.  Contact Steve today for a free marketing consultation and a 20% discount on advertising on The Good Word. 203-994-3950  Email



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What Does Your Business Need To Succeed?

This is one of the most challenging markets I have seen. At age 49 I fortunately didn’t have to go though the great depression.

More sales, more diverse product line, a larger staff…every business is different and the needs are different, but two things remain constant, you need off the charts creativity and finite knowledge to get you where you need to go.

steve peaceThe first thing I suggest is to talk to someone about your business, just brain storm and see what happens, too often we get tunnel vision.

I don’t think like most people. I’m a little different, some say crazy, some say genius.  Do you think you can succeed in these times by thinking like everyone else?

4 years ago, I had $69 million in financing as CT’s leader in green building, I was pouring the foundation for my $3.5 million home and office when the market crashed and my partner left me for dead. (financially anyway) Not really his fault, times were bad and he had to go.

Armed with $143 and a 72’ convertible Mustang, I toured the country and figured out how to increase the gas mileage by 58%.  I was featured on ABC, NBC and CNN .  Like I said, I’m a little different, my high school guidance counselor told me I was the only learning disabled genius she ever met.  Overcoming a traumatic brain injury at 15 helped me become a great teacher.

8 Months ago I created THE GOOD WORD, a multi media publication with a print piece that reaches 500,000 people in Western CT. The Website http://TheGoodWord.Me now gets about  a million hits a day, is written in 67 languages and read in 163 countries. Now I am   developing town and state pages for THE GOOD WORD to expand the reach and recruit licensees.

One Question:  How can I help you?

Someone to Listen: Many times all it takes to jump start your business is to talk to someone, get a different perspective or simply reconfirm what you already know.  Go ahead pick up the phone and call me at 203-994-3950. Let’s chat and hash out a cost effective plan to get you moving in the right direction!

Consulting:  I have an uncanny ability to convey complex techniques in simple terms. I have taught kindergarten, high school and college. I taught Realtors about green building at the national real estate convention in Vegas and a master’s class in elementary education  at Yale Peabody. Our most popular product is a websuite that integrates a website with social media and the training to allow you to promote yourself, starting at $300.

Website: Do you want to go global, regional or local?

Advertising: print, social or online – we can help.

Social Media:  Are you reaching out on a consistent basis, nobody will listen if your not talking.  We can insure that your message is delivered hourly, daily, weekly, monthly and yearly so you stay on top of people conscious and sub conscious mind.

Leave a comment and join the discussion!  We can learn from each other.

Don’t Put Off Your Dreams Another Day!

Call Me Today at 203-994-3950 for a free 30 minute phone consultation to jump start your business!

or Email

Survival Marketing Boot Camp

Survival marketingLearn What You Need To Know,

To Survive & Prosper In Today’s Market

Tired of that sinking feeling? Looking for a life belt? The global market is expanding every moment and if you are not proactively marketing your business, you are losing market share! An active website you can personally manage and social media are essential to your survival.  Every day, your long term customers are being influenced by your competition.  Some of what you will learn is listed below.  Seating is limited to 6 people so we can focus on extremely effective methods for all who attend.

  1. Making Sure Your Website Can Deliver Results.  
  2. What is Blogging and why you should be doing it.
  3. How to start building your email list.
  4. How and why to use press releases every month.
  5. How to increase conversion of shoppers to buyers
  6. How to learn from junk mail and other businesses.
  7. Offering discounts and deals.
  8. How to run competitions.
  9. Start using videos to market your business.
  10. How to create an on going optimization strategy.
  11. How to list your business on popular local directories.
  12. Why & How you should list your business on location based services and apps.
  13. How to easily be active on social media.
  14. Using Google Adwords pros & cons.
  15. When to consider paid advertising on social media.
  16. How to make sure your site is accessible to mobile users.
  17. How to leverage content marketing

Steve Schappert has been featured on TV across the country and in the UK 25 times in the last 2 years! Steve Knows how to get free publicity!    This 2 hour workshop is hands on with a certified marketing professional. Bring your laptop! Steve Schappert has taught Elementary School, High School, College, a master’s class on elementary education at Yale Peabody.  Schappert has the skills to convey technical issues in simple terms. Steve can teach you how to promote your business with free and cost effective methods!

Sign Up Today for Only $25 Your Satisfaction is Guaranteed!

 September 26 – 3 pm.

Seating Is Extremely Limited To 6 People

This is an intensive hands on class. So Call Now!

147 Elm Street Thomaston, CT 06787The Green Marketing Company
is located in Seth Thomas’s House at
147 Elm Street, Thomaston CT 06787
Contact Steve Schappert Today


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The Art of Green

The Art of Green

There is a relatively new art form taking root, it’s called the art of green.  Webster says, “Art is the expression or application of human creative skill and imagination”  Going green definitely challenges us to use our imagination.

People ask, “what is green marketing and how can it help”.  In it’s simplest terms it is teaching others to do more with less.  We can argue over climate change and the other 16 ways the world will eminently collapse or we can just keep it simple and focus on the things people can do now that will help themselves and the future generations.

Famous quote from the movie Wall Street, Michael Douglas’s character said, Greed is good.  Gasp, breath deep, exhale and get over it.  People actually care about things that are important in their daily lives. Back in college I  studied this guy named Maslow, he created this hiearchy of human needs.  If you want to motivate people it’s a pretty good thing to keep in mind.  There are 5 levels included in this hierarchy:

  1. Physiological: Air, water, food, sex, survival…
  2. Safety: Security of self, family, employment…
  3. Love/Belonging: Friendship, family, sexuality…
  4. Esteem: Self= esteem, confidence, achievement, respect…
  5. Self Actualization: morality, creativity, problem solving, lack of prejudice, etc.

So here is the thing,  if you think you can get someone to do something because it is the right thing to do (5th level) and simultaneously ask them to give up something on the first level,  you are in for a giant dose of reality, 99.999 % of the time it’s not going to happen.

Do well by doing good…ahhhh now we have something, we can build traction!  If we can teach people to do well by doing good, we are reaching them on all 5 levels.  Here are a few personal examples.  I decided to build zero energy homes back in 2004, pretty cool, I shipped a 1400 sf house to Germany with double wall construction.  I  then developed a plan for a green living expo.  NBC, gave me 6 months of advertising for free on their going green segment, not because they were altruistic, because they thought the story would increase ratings.  My phone rang off the hook and the business grew, in 2007 I had 1.3 billion in development deals on my desk. All because the buildings were highly profitable and cost less per sf than their non efficient counter parts.  I was able to increase the size of the projects beyond what people would dream of for similar sites by integrating green technologies.  When investors could make money and do the right thing they got excited and came running.  When the market crashed and values dropped through the floor, investors ran.  I then created a hydrogen system that increased the gas mileage in a 72′ Mustang by 58%, investors got excited again, until the men in black suggested things would go badly for anyone developing  a car that ran completely on water.  The concept is the same for any green widget.

The point is, if you think people will go green and pay more to do it,  you are making a costly mistake and selling yourself short.

“Understanding greed is good.” – Steve Schappert Greed is human nature, and you are not going to change it, people do things because it makes them feel better, the sooner you grasp the concept and apply it, the sooner your sales will increase. You can sell a few green widgets by charging more, but if you want to create a sustainable business that pays your way in the world, covers your retirement and sends your grand kids to college, then you better have a plan b. A plan that offers a better product for the same or less than the competition.  One exception is adding financing to the mix, but you better have a good salesperson and a marketing dept. that can educate the masses.

People want to know the bottom line, how will it affect me on a daily basis?  If your product will pay for itself over time,  don’t ever try and sell it based on the fact that it will pay for itself over time. You are asking people to wait and NOBODY cares!  I exaggerate to make a point, some will buy, usually enough to delude you into thinking you have a profitable model.  Add the financing and sell the fact that their daily, weekly, yearly expenses will go down immediately.  Buy this today and you will have more cash next month, that is a winning headline!

Examine your product over the entire life time,  find ways to make it more affordable, find ways to lower your operating costs while increasing product quality and desirability.   Think SUSTAINABILITY,  do good things that help people and understand that we live in a global economy.  If you are not constantly improving your product and your overall business process, your competition will do it for you, but they won’t share with you or say thank you.  Your trials and success stories will become the fabric of your marketing message. Do good things, more people will like you, recommend you, and your business will bloom.

The Art of Green is Striking the Balance of Sustainability & Profitability.  You don’t have to hug a tree, go green, save the world, but every business that wants to survive, has to learn to use less resources to deliver their product or service, because it is  a matter of survival and that is on the top of everyone’s list.

Hope that helps, be good!

Steve Schappert



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Be The Ball

green marketing“I’m going to give you a little advice. There’s a force in the universe that makes things happen. And all you have to do is get in touch with it, stop thinking, let things happen, and be the ball.” -Ty Webb, Caddy Shack

Sound advice from an iconic pillar of wisdom, wouldn’t you say!

Now here is how you apply it to your business!

It all starts with a dream, don’t be afraid to dream big and in techno-color.

Be specific, the world will hand you what you want, but you have to ask the right questions. What is it that you want?  Write it down.  What are you willing to do for it?  Write it down.  There is no such thing as something for nothing.

Now, get in the head of your potential client.  What is it that they want and what are they willing to pay?  If you plan to connect with them with the least amount of effort you need to be where they are looking, you need to be what they want and you need to know more about what they want and why than they do.  You need to be the ball!

That’s the simple lesson for today, be exactly what your potential customer is looking for.

DO NOT Use the same title, description, and keywords on every page of your website.  Each page has a specific purpose, a target audience and a reason for existence.

Class dismissed, now go and

Green Shiny BallBE THE BALL!

Need help, call Steve Schappert, The Green Marketer   203-994-3950

The Green Marketing Company       GreenFest: Our Green Event   

The GoodWord: Our Green Publication

What Benefit Do You Promise Your Customers?

You have approximately .4 seconds to telegraph the value you will bring to your potential customer, so you better make the most of it. This promise is often referred to as a value proposition in business school circles.  One of the worst things you can do is speak in business school terms when addressing your customers.  You need to get in the head of your customer and find out what desire they need fulfilled.  Now here is the most important part, nobody cares about why yours is better than your compettion in that .4 seconds, they want to know what value you are bringing them.  How will you solve a problem and bring real tangible and desired results to their life.

Take a few hints from a robot to learn about humanity.  Search engines compare what people ask for to what is offered on the net.  *Note (not having a website in today’s world is like having a business 30 years ago without a phone) What would you type in to a search engine, if you were looking for you?  Your name needs a clear connection to the benefit, the description should have a clear connection to the benefit and the key words should be the benefit they are searching for.  These simple steps will put you where they are looking with a message they want to act on, the result is sales.

Hope this helps,

Steve Schappert, President, The Green Marketing Company

“Helping You Earn More Green”


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