Cold Beer, Warm Showers, and Persuasion

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Great Vermont BeerOver the weekend, Seth Godin offered up a good reminder that marketing (and I’d add “sales”) is not about merely sharing what you, the marketer values. It’s about what we, the listener, value.

More broadly, as Amory Lovins has said, “People don’t want heating fuel or coolant, people want cold beer and hot showers.” Or mobility, or illumination, or their daughter’s bedroom not to be freezing all winter.

I”m quite passionate about making homes perform, and energy-efficiency, and halting climate change, and the intersection of these. But that isn’t going to convince most people to invest tens of thousands of dollars to improve their homes. To do that, I–you, we–need to listen to people, learn what they care about, and have the conversation on those terms.

Here’s another take on that.

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About the Author:

Mike Rogers is the President of OmStout Consulting. A nationally recognized expert in residential energy-efficiency, he works with contractors and programs to scale sustainable market approaches to improving homes. More on Google+

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