I know what you’re thinking … my company doesn’t do anything green, or I’m not green enough, or nobody cares anyway.
Green is the new differentiator in this tight economy. Studies have shown that if you have a green presence, customers are willing to pay a premium up to 16% to use your products or services. Interestingly enough, they will penalize a company up to 28% if they are not green, when compared to green companies. You don’t even have to sell green products or services to use this differentiator in your story. I’ll explain this a little later.
So, what does a green presence mean? Basically, your company has to prove any or all of the following:
- Your products or services save your users/clients costs in energy consumption, resource utilization and/or operating expenses.
- Your products or services help your users/clients save their clients/users costs in energy consumption, resource utilization and/or operating expenses.
- You have a green strategy in your practices.
- To a lesser extent, you are doing your part to save the planet.
What if you don’t sell green products or services? No worries. If you have a strategy to be green in your operations or approach, these activities can be explained in your green story. If you support or sponsor green initiatives with your partners, you can have a green story.
What is a green story? A green story is a case study or white paper you use to explain how you are green, in either your products or services or the way your company behaves and operates. The components of a green story include:
- Detail the problem needing to be solved
- Describe the journey to determine a solution
- Describe the solution your company provided
- Talk about the benefits gained
- Intersperse customer testimonials to give it a more authentic tone
- Maybe include some specific features and functionalities, but this may be saved for a separate sales brochure
Another important facet is the story needs to be engaging. A conversational tone helps the reader feel you are sitting across the table and talking directly to them. No need for formal words and complicated technical terms.
Finally, a green story is no different than any good business story except for the addition of doing the right thing. All good business stories must address elements of cost savings, competitive edge and customer testimonials. A green story takes it to the next level and puts you ahead of your non-green competition.
About Krishna Avva
Krishna Avva is the Cleantech Storyteller and President/CEO of Avva Communications. He is responsible for the planning, execution, and delivery of communications-related projects and initiatives for his clients. From a green perspective, he has been developing a range of documentation for his clients from initial business plans for start-ups with elevator pitches to guidebooks for end-users, to case studies, white papers and success stories utilized by clients to explain their products/services in a clear and concise format.
Cleantech Storyteller joined AICC in 2009
For more ideas on how to tell your green story:
Krishna@cleantechstoryteller.com or 678-935-7343.