Many companies believe they must make a choice between being “green” and being profitable. But in the book Guerrilla Marketing Goes Green, co-authors Jay Conrad Levinson and Shel Horowitz provide sound advice on how to marry environmentally responsible business practices with profitability. The theoretical guidance is grounded in real-life examples and case studies to help businesses practice successful and ethical marketing. Here are four key takeaways from the book to boost your guerilla marketing strategy:

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1. Lose “the language of sacrifice.” Acting responsibly will actually help your company perform better. Responsible behavior will save you money and worry by avoiding expensive lawsuit bills and bad PR, and you can cut costs with the environment in mind. For example, conserve energy (and lower your electricity bill) by installing power strips and LED lighting.

2. Let others in on the secret. Encourage other businesses to make the “green” switch. It will show that you’re looking out for them and that you genuinely care about responsibility and accountability — two qualities that build trust, respect, and, ultimately, business allies.

3. Green means “premium.” Responsible behavior will allow you, when pricing your products and services, to capitalize on the “high value of goodwill.” Moreover, green goods and services are easier to market.

4. Don’t discard — donate. Equipment that no longer meets your company’s needs (outdated computers, for instance) might be exactly what others are looking for. Consider donating such items to your local community (an inner-city youth program) or even a distant one (a college in a developing country). This not only builds lasting relationships and good PR, but also eliminates waste.

— Jessica Saint Jean

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