In my last post I talked about green perception versus green reality and the importance of proving your green claim. In this post, I’d like to discuss with you the “why” of your green claim. The why behind your features.
Why would someone buy your product or service? Why is important to them? How does it fill their need better than your competitors’ product or service? What makes it more environmentally friendly? What environmentally friendly features are better than your competitors?
Once you determine all of this and answer the whys, make sure you prove the whys as well. This is something I just touched upon in my last blog post. Proving that you are green is one step to answering the “why” behind your green claim. It is often easier than you think, yet often forgotten about it or left out of the equation.
When you do not answer the why, people often times won’t buy. They won’t buy if you don’t give them a reason to buy. Maybe you are selling bamboo sheets. You mention that bamboo is a renewable resource. That may be a why, but here is a better why. You mention that bamboo naturally wicks moisture and bamboo sheets help them stay cool on a hot summer night. All the more reason to buy. Right?
Remember that when you are answering the why, it needs to make sense to your target audience. If you are targeting core green and LOHAS consumers, then convenience is not always the main why of why they should buy. For a mainstream consumer, that would definitely support why they should buy your product or service.
I’ll be conducting a teleseminar on June 4 about this same subject and how to effectively attract green and LOHAS consumers. Click here to register, http://www.howconsumertrendsdriveprofits.com./teleseminargreen2.htm
If you are really wanting to be a serious player in the green marketplace, you should consider my Homestudy Course. I am still accepting about a dozen people into my program as a part of a test marketing group. My course teaches you step-by-step how to effectively communicate your value and market to green and LOHAS consumers with ease. I’m testing a new aspect of the program and including free, group marketing coaching for 5 months, plus two, one-on-one, half-hour consultations. Click here to learn more, www.howconsumertrendsdriveprofits.com
Helping You Understand and Profit from Consumer Health and Green Trends
Colette Chandler
