7 ways to promote & sell your green product
You have a green product with distinct competitive advantages. You know it’s great. If you can just explain it well, people will line up to buy it!
Here are seven ways to position your product for better sales.
1. Cleanest Energy.
The cleanest energy is saved energy. It uses no oil or gas. It creates no pollution. It saves trees and the planet.
Whenever your product reduces energy consumption make this connection for your prospective buyers. Let them know they are creating totally clean energy as they free up their unused energy for other essential needs.
For example, 53% of heat loss in buildings goes out the windows. That’s $25 billion a year and more energy than the Alaskan Pipeline brings in.
If your product saves part of that loss, you’ve saved vital resources.
2. Show the Numbers.
Show customers not only their savings, but all possible savings. What would happen if every household in America used your product? What would the energy savings look like?
Demonstrate the savings over time. How much will your buyers save in a year? In five years? Over the lifetime of the product?
Explain the return on investment. If the product costs $500 and they save $100 per year on energy costs, the ROI is 5 years. Make sure they realize they will have spent that same amount during the 5 year period.
They spent that $500 once. And now they are free to pocket $1000 over 10 years and $3000 over 30 years. That’s found money! Money they can use to eat out, vacation, and have family time.
3. Show Deeper Benefits.
There’s a tendency to focus on the facts and features of your green product. Perhaps on the money saved. But people go green for many reasons. Help them feel all the benefits. Don’t assume customers will make these connections on their own.
- Will the product make them more comfortable?
- How does the product help the environment?
- Will they feel more safe and secure?
- Can they feel proud they are on the cutting edge of technology?
- Will the product make them more independent?
- Does this product invite the respect and admiration of others?
- Might they feel like an expert or a leader?
By drawing out the added benefits, you capture customers who may not be persuaded by price alone. You end up with more loyal buyers who recommend you to their friends.
4. Look for Your Ideal Clients.
Who are your best clients? What kinds of people or businesses buy the most and come back for more? These are the ones you want to focus on.
Are they motivated by money savings, environmental benefits, safety or freedom from the “grid”? How can your product match their primary wants?
Rather than throw money at a broad market, seek for the best match. Look for clients who fit the mold of those who have bought in the past. Use case studies and specific marketing to reach, teach, and convert them.
You may not want to spend most of your advertising dollars searching for new buyers. It could be that 80% of your budget should be spent on your current clients helping them use all of your services in all of their applications.
Spent time listening to your best clients. What are their needs, wants, and concerns your product answers? The more you know your ideal client, the better you can find others like them and help them realize your product is their solution.
5. Consider the “So What” Factor.
All your marketing materials need to keep your client in mind. When you give them information, imagine them saying “So what?”
For example: This is the best green product ever. “So what?” It insulates your house effectively. “So what?” It saves you money. “So?” It has no toxins. It’s all natural, so you feel comfortable summer and winter and you keep your loved ones safe and healthy. “Oh! Tell me more.”
Everything you tell them needs to answer the “So what?” question. You can do that as you understand the answers to these questions.
- What do they care about?
- What’s important to them?
- What will stop them from making a purchase?
- What will help them decide to move forward?
Some businesses want the world to buy their product. Perhaps it can benefit commercial, government, and residential. That’s fine. But start with one ideal prospect first. Market to them.
To be effective you need to speak the language of the client. Whether it’s as large as the government or as small as a home owner, they must feel you know their pain points and are speaking directly to them.
6. Keep it simple.
Likely you have a vast store of knowledge about your product. You may feel if you do a data dump, you’ll convince your prospect.
Even if your purchaser is a company that needs every fact and detail, present it in a simple format. Use charts, graphs, pictures, and videos.
Write with simple direct language. This is not dumbing down. People are busy. When they see dense text and complex language, they are more likely to put it aside for “when they have more time.” You know when that is! Never.
While it takes some skill, you can choose shorter words, sentences, and paragraphs to showcase your product. Check your text’s readability with the F/K (Flesch-Kincaid) score.
Use white space to invite your buyer to spend time with your information. Your powerful green product will sell faster when your promotional material is clear and easy to read. You’ll then become their green hero.
7. Go Where Your Buyers Are.
Where do your buyers hang out? You want a presence there.
- Will you find them on Facebook or Linkedin?
- Are they likely to view Youtube videos?
- Are there green magazines, websites, or groups they visit?
- Do they read direct mail?
- Will they browse the internet and stop at your website to learn more?
You want to be where your ideal customers are. You will increase revenues when you make yourself easy to find.
On the flip side, don’t waste your time and money being where your clients are not. If you’re focusing on government contracts, forget Facebook. If you target seniors, you may find your best success with direct mail. Many green marketers waste a great deal of money being in places where their clients are not.
Bonus. Tell prospects what you want them to do.
One company increased conversion rates 105.9% when they added a clear call to action.
Don’t think call-to-actions appear only as buttons on web pages. You can use them in direct mail, on videos, brochures, and any other sales promotion.
A call to action asks or directs readers to do something. Each piece of marketing material needs to have an objective. What do you want to accomplish with it? Do you want them to:
- Download a white paper
- Call for more information
- Sign up for a free newsletter
- Order a sample, or
- Place an order?
Typically first contacts start with asking them to do something simple and low risk. As you develop the relationship, you can ask for a more serious commitment—buying the large ticket item.
When they trade their time, email, or name and number for more information, make sure that information has great value to them.
That goal needs to match your relationship with your prospect. Have you just met? Don’t ask them to “marry” you. Start with a “dating” process.
Then follow up with email, direct mail, phone calls or more information. With each one, ask your prospect to take action. You have your sales channel. Help them move down it— meeting with your sales representative, trying the product, purchasing the basic model, then upsizing.
Your prospects feel more comfortable being guided and invited. People tend to do what they are expected to do. When you help your clients move forward you guide them in their decision making process.
You also build trust and become a valuable asset as they seek green products that will help them live a better life.
Use these seven tips to move your green product into the position it deserves. Expand your marketing to capture willing buyers who rave about you and tell their friends.
Great copywriting and marketing will present your product in the light you want and make you the green hero for your customers.
For more information on positioning your green product or brand for maximum customer viewing, loyalty, and sales, contact Sandy Fox.