ESG Profitablity Consulting
“In the more than two decades I’ve known Shel Horowitz, I’ve always been impressed not just by his holistic perspective but by his ability to discover opportunities and solutions where others only see crises. I love the way he shows the business world how they can thrive by creating and marketing solutions to things like hunger, racism, and even climate change and war. And I love the way he encourages business people, activists, nonprofits, and government agencies to come out of their silos and work together. ”
-Joanne Comerford State Senator,
Hampshire, Franklin, Worcester District of Massachusetts
IDENTIFY/EXPAND YOUR BEST MARKETS
Are you leaving money on the table because you don’t really know who your best customers are and how to motivate them (and people like them)? If you’ve had a good experience working with someone and then discover they can help with a different problem, you go with the one that did you right. Can you be that person for others and bring in new projects for zero marketing cost? Could you harness your green and social equity commitments to get more business and more referrals from existing clients?
Shel can help you…
Determine why people buy from you: What “special sauce” makes them choose you? You might be shocked at the answers—and that might really shift your marketing.
Develop and introduce new products and services that harness your strengths and create more reasons to do business together.
Help you identify other people who need the same thing.
Look for synergies in other markets facing similar needs—and retool your marketing with messages that energize these brand-new markets.
CREATE AND MONETIZE ENVIRO/SOCIAL GOOD
DEVELOP STRATEGIC MARKETING FOR ESG COMPANIES
Environmental/Social/Governance isn’t just the right thing. Done correctly, it creates vast marketing opportunities! Show how your company benefits the planet and its people—and reap the rewards!
CULTIVATE WIN-WIN PARTNERSHIPS
WILL PARTNERSHIPS BE A KEY INGREDIENT IN YOUR SUCCESS AND GROWTH?
Success comes easier when you work with others. Harness partners’ strengths to create something bigger together.
Shel will help you figure out:
In whose interest is your success?
How can you reach out to them?
Who else should be brought into the partnership?
Create external partnerships with complementary
businesses—in your own industry and elsewhere
Partner strategically with others who already reach your market or have complementary skills and capabilities. Partner with people and organizations who can recommend you to their audience, expand your base, and lower your costs while increasing your revenues—just as the US Postal Service partners with FedEx (REAL example).
Online marketing masters organize joint ventures (JVs). Community organizers build coalitions. Nonprofits/NGOs and government agencies form public-private collaborations and embrace cause-related marketing. Why? Because they WORK. In any sector.
Internal partnerships break down the silos to harness expertise you've already paid for
Get people in different departments out of their silos! Marketing, Sales, and Engineering can all brainstorm together. Academics gather in interdisciplinary teams.
In short, we can harness the power and synergy of all this expertise to solve even the most stubborn problems.
Internationally acclaimed author and green/social entrepreneurship profitability consultant Shel Horowitz can help you create these partnerships.
Let Shel help you:
- Brainstorm where partnering makes sense
- Identify potential partners across several relevant sectors
- Create "win-win-win" outreach letters and phone scripts that will get these organizations interested in partnering with you
- Informally review partnership proposals and agreements for clarity, accountability, and relevance to mission—so when these documents go to your legal team, the document is in good shape and you use your lawyers' time efficiently
- Write marketing materials (from press releases to social media posts to sections of your annual report) to promote the partnership AND the project, both internally and externally
“Shel Horowitz is one of the country's most respected and influential evangelists for earning more money by doing the right thing. Aligning your business and your civic activism…a sherpa for those seeking to grow their businesses and their social conscience.”
BOOK SHEPHERDING/
PUBLISHING CONSULTING
BOOK SHEPHERDING/PUBLISHING CONSULTING
Could YOU write a book (or pamphlet) that changes the world?
What Shel's Book Shepherding Clients Say
Are you a social entrepreneur?
Do you sell a product or service that MORE people need to know about because it makes a significant positive impact?
Have you considered building your business, your personal brand, and your social/environmental commitments by writing a book?
Books have been changing the world for at least 3600 years—and are still changing the world today. I am Malala (Malala Yousafzai) shared the teenage author’s experience as an advocate for girls’ education in rural Pakistan, a survivor of a shooting by religious extremist terrorists, and the youngest person ever to win a Nobel Prize. It inspired millions around the world and helped fund her international foundation. Caste, The Shock Doctrine, White Fragility, Cradle to Cradle, The Sixth Extinction, and Nickel and Dimed are a few recent books that changed the way we think. 20th-century examples include Silent Spring, The Population Bomb, In Search of Excellence, Letter from Birmingham Jail, Diet for a Small Planet…
Dozens of entrepreneurs have also written books that changed the world AND created a new success path for their business. Examples include The Fortune at the Bottom of the Pyramid (C.K. Prahalad, founder of several companies including The Next Practice), Lean In (Sheryl Sandberg, recently retired COO of Facebook/Meta), The Long Tail (Chris Anderson, co-founder/CEO of 3D Robotics), Natural Capitalism (Amory Lovins, founder of Rocky Mountain Institute; Hunter Lovins, President of Natural Capitalism Solutions; Paul Hawken, founder of Erewhon and Smith & Hawken). They’ve leveraged their books to skyrocket profitability, increase their recognition and build their brand, and spread their important ideas!
And a book can move more than just its readers. As an author, doors open to you for more speaking engagements, more media interviews, more followers on social networks—and thus, more visibility, credibility, revenue, and profits. Your ideas spread while your revenues grow.
Your book can be a world-changer even if it’s not a chart-topper—reaching the RIGHT people can create bigger change than reaching the MOST people. Gene Sharp’s books inspired nonviolent revolutions like the Arab Spring. The Fortune at the Bottom of the Pyramid and Business Solution to Poverty (Paul Polak and Mal Warwick) are re-inventing international development to focus on profitable products that serve the economic bottom; James Lovelock’s Gaia Theory and successor books changed the whole way we look at our planet and how we fit into it).
Could your message also be a book? Here are two ways to MAKE IT HAPPEN:
Busy Business Leaders with a Message: Get Your Book Done with Peer Support!
Participate in the Write and Market a Book to Change the World and Grow Your Business Masterclass
Learn writing and research strategies
Understand how the publishing industry works
Choose the book publishing model (traditional, true self-publishing, subsidy, etc.) that makes sense for you
Find the help you need to make it real, publishable, and marketable—choosing the right editors, printers, ghostwriters or writing coaches, indexers, designers, marketing partners, and more
Create Awareness…Action…and GLOBAL CHANGE!
Be part of a shared, supportive journey as one of 6 to 10 business leaders writing change-the-world books—in just six sessions of an hour every two weeks
Your instructor, Shel Horowitz,
is uniquely qualified to help you do your change-the-world book
About Shel Horowitz
Course Outline (click for more details)
Session 1: Your Story, Your Message, Your Power
Session 2: Eating the Elephant a Bite at a Time: Making the Project Manageable
Session 3: Research and Writing
Session 4: Unleashing Your Muse/Drinking from the Firehose
Session 5: Publishing Paths and Choices/Navigating the Right Path
Session 6: Marketing: Building Your Audience and Your Momentum
Extra Benefits
Four different resources to help you get your book done better, faster, and easier. Recordings and transcripts. A private LinkedIn community. Even a half-hour private consult to discuss your vision and mission with your instructor, Shel Horowitz
You’re leading a successful world-changing business and you want to tell the world about your work. Isn’t it time you finally wrote that book? But how will you ever fit that into your busy day?
It’s a lot easier to share that journey with others cheering you on. How could you benefit from Shel Horowitz’s Write and Market a Book to Change the World and Grow Your Business Masterclass? In just six one-hour sessions—once every two weeks, giving you enough time to assimilate and work on your project but not such a long gap that you lose focus—your group of at least six and no more than ten current or retired business leaders will learn and practice the key elements of writing and marketing—and begin to shape your thoughts into a publishable and marketable book that could create Awareness…Action…and GLOBAL CHANGE!
Remember Margaret Mead’s famous comment that a small group of committed people is the only thing that ever changes the world? One thing she left out is what inspires that small group of activists—and often, it’s a book.
Would there be an environmental movement without Rachel Carson’s Silent Spring or E.F. Schumacher’s Small Is Beautiful? Would the US have abolished open slavery without Uncle Tom’s Cabin or the writings of Frederick Douglass and the transcribed speeches of Sojourner Truth? Would Judaism, Christianity, Islam, Buddhism, or Hinduism even exist without the Five Books of Moses, the Four Gospels, the Quran, the Dharma, and the Bhagavad Gita? Would the United States, Russia, and China even have their present form without the Constitution, Common Sense, and The Federalist Papers (US); The Communist Manifesto (Russia), and Quotations from Chairman Mao (Mao’s Little Red Book) (China)?
OK, so in our own century, it’s harder to stand out in the noise. But books still carry great influence. Think about Malcolm Gladwell and Brené Brown in the business world, critiques of injustice from writers like Black Lives Matter co-founder Patrisse Cullors and Rebecca Solnit, blueprints for personal growth like Jack Canfield and Janet Switzer’s The Success Principles and Vishen Lakhiani’s The Code of the Extraordinary Mind… Perhaps you also have a message that could change the world—and this six-session mastermind can help you create a book around that message.
Session 1 will be almost entirely interactive. Later sessions will include both interactive and presentation components.
Introductions/ strengths/goals. Group brainstorming for each participant. NOTE: For groups of eight to ten, this first session will be 90 minutes instead of 60 so everyone has time to share and get feedback.
6 basic methods and 18 work habits to write a book—which ones make sense for you?
How to approach interview sources, evaluate published resources for quality, and keep track of them for endnotes and permission.
Mindset.
Making friends with your muse and five ways to beat writer’s block
Five primary paths to publishing: advantages and disadvantages of each and how they match against YOUR strengths and weaknesses
How to find your tribe, become known to them as an expert, and spiral out from there. How to use your book to support other parts of your business such as speaking and consulting (and vice-versa)
- Ongoing peer support through a private LinkedIn community just for people who go through this program—a place where you can ask questions and share experiences not just with your own cohort but with those who take the program at a different time
- Recordings and rough (machine-generated) transcripts of each session, so you can listen over and over
- Five Paths to Publishing PowerPoint: advantages, drawbacks, and when to choose each path
- On completion of the class, a 30-minute private consult with Shel to help you think about next steps in writing and marketing your book
- Contact information for all group members who consent and provide their own information, to facilitate 1:1 networking and co-marketing
- An Excel template for tracking any resource you want to include that someone else created (this will vastly simplify organizing your reference citations and getting permission to use that material)
- Book publishing checklist (especially if you self-publish but useful in all publishing models—the steps you need to go from raw manuscript to finished, well-published book)
- Powerful research skill: how to craft a great search engine query
Working One-to-One
If the mastermind group isn’t right for you at this moment, Shel will work with you one-on one to help you create and market a terrific book. Some of the things he might help you with:
Evaluate your manuscript for marketability
Edit for smoothness, conciseness, and clarity
Locate a suitable co-author or ghostwriter, reputable vendors, marketing partners, and more
Determine which path to publishing is best for you; each of these is right for certain books and wrong for others
Traditional publishing: a publisher pays you to publish your book. If you choose that path, Shel can prepare a professional book proposal for submission to agents and publishers (for traditional publishing), or
True self-publishing: if you choose this path, Shel will walk you through the complicated labyrinth of successful self-publishing and find you the best suppliers and vendors who can provide top-quality editorial, design, and production services at reasonable prices, or
Subsidy publishing: you pay a publisher, who supplies you with an ISBN, cover and interior layout, and digital on-demand (or, in rare cases, offset) printing. If you choose to subsidy-publish, Shel will make sure you understand exactly what the publisher will and won’t do, and that you have appropriate markets in place for this choice to make sense.
Design an individual marketing strategy for your book that harnesses low-cost/no-cost methods from partnerships to highlighting your expertise to free publicity, and write the materials to carry it out, both online and offline—all specifically designed for your message, your skills and interests, and your audience
Smooth the way to locate Joint Venture and/or commissioned affiliate partners who can take your book to markets you couldn’t reach on your own
Assist you in connecting with special markets, such as foreign publishers, book clubs, corporations and organizations that might buy in bulk
Help you approach distributors and wholesalers, bookstore buyers, reviewers, and other trade professionals
Help you think about sequels, other formats, licensing, and other spin-offs