When I say “green” I am talking about the environmentally-conscious
consumer, also called “Cultural Creatives” or the LOHAS (Lifestyles of
Health and Sustainability) market which includes about 50 million
people. If you are trying to reach them, ya gotta go green. They are all
about a better lifestyle for the planet over the long haul. They are
interested in the environment, personal development, health, alternative
therapies, and a sustainable economy.
This growing market is relatively untapped. But like Marie
Antoinette, many marketers rush in and lose their heads. While there are
quite a few mistakes marketers make when trying to reach this segment
of the population, here are three of the worst ones.
Mistake #1: Dull, boring headlines.
It’s hard to keep awake long enough to read the copy in those boring
magazines and websites. Headlines like: “Make an impression and you can
change the world” “Healthy. Happy. For Real” or “A Natural
Partnership”…yawn.
Look – The job of the headline is to cut through the clutter and grab
your attention. We are exposed to more advertising in one day than our
grandparents used to get in an entire year. You’ve got your work cut
out for you if you want to address anybody, and it starts with the
headline. Stick with the tried and true attention-grabbing formulas.
Mistake #2: Ignoring long copy.
I know you like to “think” the LOHAS market is just too smart for all
that long copy. After all they are made up of wealthy CEOs and soccer
moms. Don’t be ridiculous. They are a very educated segment of the
population which means they make informed decisions. Just like anybody,
when it comes down to making a buying decision, LOHAS want all the
facts. Long copy continues to prevail because it WORKS. Now long copy
for the sake of being long is plain stupid. You want copy that overcomes
objections, makes a solid case, and answers all the questions in the
prospect’s mind.
Mistake #3: Not capitalizing on celebrity endorsement.
Ed Begley Jr. is a fixture in Studio City where I live. He has been
known to ride his bike to work way before it was cool to look at
alternative fuel options. Now he has launched his own environmentally
safe cleaning products called Begley’s Best. Ed’s endorsement means
something. If you tie a celebrity to a green product, it means instant
credibility giving you a much better chance of succeeding in the LOHAS
market.
Remember, you can market to the green folks, using many of the same
marketing principles you would use for the regular Joe. Come from an
authentic position and be respectful. Soon they’ll be showing you the
green.
by Lorrie Morgan-Ferrero
Get free access to 5 tips to turn your “blah” sales message into red-hot copy that ROCKS… at http://www.RedHotCopy.com
