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Blog posts tagged psychology
Green businesses have a positive impact on society.
September 07, 2010
This is part three of a series of three. Catch up on part one and part two.
In the case of my business, that means looking after my staff well, sourcing our consumables responsibly, ensuring that the print we sell is environmentally friendly and putting something back into the community with our Flourish Foundation. If I’m honest, this is at the heart of me, which is why it’s come through in my business. I haven’t yet put together a “green mission statement”, and I probably should. I know that one of the reasons that our clients come to us is for our authenticity and values – but do I need a mission statement to get that across?
The short answer is probably not. Everything about the way we’ve built Flourish communicates these values, partly because we fall into the Autumnal colour personality, which is the most “green” of the lot. All of our print is recycled and uncoated and our muted, warm colours suggest sustainability, community and integrity. But marketing your green credentials takes more than a bit of fancy design and an understanding of colour psychology.
It’s about making sure that your communication is consistent. Follow us on twitter and you’ll find the very same person that you meet in the studio, warm, supportive and with integrity. Read our blog and you’ll find the same transparency and “giving” nature as you find in our workshops and one to one sessions. I guess I don’t scream green because green is inextricably linked with what we do. How about you?
Two ways to add to experiences through communication
April 29, 2010
To heighten an experience you can create expectations and/or you can condition the experience.
- To heighten an experience can be fairly straightforward. For instance, you tell the customer what to look for.
E.g. Wines2You, the wholesale organic wine importer, include tasting notes with their wines stating things like ‘notice the flavours of buttered toast, some say slightly burnt toast’. Suddenly the client tunes in to these flavours and probably passes on this titbit of information to friends when drinking the wine. - To condition the experience you need to add a creative idea. This adds to the experience, often in terms of romance or mystique.
E.g. Wines2You tasting notes go on to say how Keith, the owner of Wines2You, first met Enrique, the owner of the vineyard, early one scorching summer’s morning in the northernmost part of Spain, celebrating the birth of his first child in one of the sixteenth century caves at his smallholding…
It adds to the “sizzle and the steak”.
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