Find Ways to Promote Your Inconvenient, Truthful Actions
I leave you with a quick example of how the Cuddledown of Maine catalog promotes its environmentalism to its customers and prospects. On the top-left corner of the back cover of its catalog is the following message:
Cuddledown makes quality products for people who choose to shop by mail. We think that shopping at home is an environmentally sound alternative to driving between energy consuming stores and malls. If you prefer not to receive this catalog, please recycle it or pass it along to a friend, and let us know so we can take you off our mailing list. The paper this catalog is printed on is made in the United States from trees that are responsibly farmed for pulp and is recyclable.