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.
Author Resource -> Copywriting guru Lorrie Morgan-Ferrero has been helping entrepreneurs and copywriters get their marketing messages razor sharp since 1999.
