Marketing Matters

As an expert in environmental communications, environmental marketing, wellness marketing and award-winning communications strategies, I've learned a thing or two over the last 20 years.

1. Know your audience
Where do they live. What kind of car do they drive. What do they aspire to. Get inside their heads and hearts. Think about how your product can serve them and design your communication strategies in ways that speak to clear, tangible benefits.

2. Hide nothing
Always be transparent.

3. Build trust
Consumers have had the experience of being lied to. Why should they believe you? Use testimonials, independent research, person on the street interviews and case studies to back up your claims.

4. Position unique qualities
There are a limitless array of products in the marketplace. What makes yours unique? Special? One-of-a-kind? What are your product's unique benefits and attributes? Share them.