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How To Develop Messaging for Renewable Energy Companies

By Ted Page, Captains of Industry
May 5, 2010   |   3 Comments

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The information and views expressed in this article are those of the author and not necessarily those of RenewableEnergyWorld.com or the companies that advertise on its Web site and other publications.

3 Reader Comments
Comment
1 of 3
May 7, 2010
The points in this article make perfect sense, but there is potentially a disconnect with the customer that remains. Customers are often contrarian, and may purchase from companies that don't have refined messages if they sense a bargain. "We want make your business right now cheap," is grammatically imperfect, but would certainly get my attention.

Customers are intelligent agents, rather than passive acceptors of marketing messages. As a customer, once I'm in a position to purchase a RE system, the corporate message has little to do with my purchasing decision. Ultimately, it will boil down to researching value and avoiding companies that make things overly complicated. So, I may end up purchasing from Solar Competitor C with its key message of "Fight global Warming with the Sun" if it offers the best value. Corporate messages, in this view, are of little consequence except perhaps as mission statements aimed internally at company employees.
Comment
2 of 3
May 7, 2010
There's so much more to marketing than a good set of taglines. On a higher level, I strongly recommend understanding and implementing an effective Blue Ocean Strategy to position your services and products in a way that allows prospective customers to be attracted to your unique value proposition. If you don't know what your UVP is, this process will give you the set of tools to identify and articulate it. Once this is done, the taglines will write themselves...
Comment
3 of 3
May 10, 2010
I have to agree with the posts before mine. If you want people to want to use your company it takes more than a flashy website with cool graphics. You need your message to clear and to the point. No one wants to spend hours trying to understand what a company is all about. finding a way to keep the attention of the consumer as well as educate them on your product or services, while showing them why your the best choice for their needs.
I like this article it really helped put quite a few things into perspective.
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Ted Page

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About: Ted is co-founder and Creative Director of Captains of Industry®, a marketing and filmmaking agency with expertise in renewable energy. Ted oversees the creati... more »

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