Conversations on Website Conversion discussion

This chapter takes us back to the old phrase “communication is key.” When you are greening your business there is always the danger of appearing to be simply greenwashing, to keeping communication open, honest, and clear is incredibly important to your continued success. Your green mission statement (from chapter three) is an important tool for this communication, but there are also other ways that you can begin communicating your green plans to current and potential customers, stakeholders, and employees. There is a section in the chapter (starting on page 83) of different tools for communication. They cover quite a range—from signs to newsletters to social media. If your business has a social media presence, you should definitely communicate your green message there.

Taking a varied approach will help to spread your message as far as possible. What is your plan for communicating your green mission statement? Are you going to be a “one-man-team” or will there be others working with you to communicate?

Communication of your intention in "going green" is so important. Customers that will value the switch are going to want to know details about how you are green. I would definitely use social media to spread the message and find where those that are passionate about this issue are "hanging out." I would also add my business to online green directories and possibly send out a local press release.

I feel like this chapter left out an important facet of communication. For the most part, it was about making a case for going green to your employees, stakeholders, and customers. What about competitors and fellow business-owners? If your commitment to green-ness can spur others on to try and become just a little more green, we can go a long way toward reducing the overall waste and pollution. Just imagine if we could put some of those "law of large numbers" statistics into effect! With relatively little effort per person, a lot of greening could be accomplished.

Another important medium of communication omitted in this chapter is 'up'.
If indeed all 26.4 small businesses communicated upward to the SBA, their local representatives, governors, etc.; demanding perhaps that there be more initiatives and more incentive for all businesses to go green - this would indeed be effective! Voting is an important tool of communication.