Owner/CEO's Name & Business's Name
Shel Horowitz, FrugalMarketing.com
Year Established
1981
Why is your business unique and what's your pitch?
As a Green/ethical marketing consultant and copywriter, I specialize in helping businesses communicate the value in their values: Identifying the Green and ethical positions they've taken (or would like to take), and developing marketing strategies to highlight those efforts. My eighth book, Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet (co-authored with Jay Conrad Levinson), goes into detail about this.
What led you to start the business?
I started it originally as a typing service, and it has morphed several times. For the last several years (since about 2002), I've really focused on using my business to make a difference in the world, thus the current focus on Green and ethical approaches.
The business also continues to be quite diversified. In addition to the marketing consulting and copywriting, I am an international speaker and I also consult to unpublished writers and turn them into published authors.
Lessons Learned
- Stand up for what you believe in, and the world will support you
- When you have a higher purpose, it's easy to find partners who will bring you to new audiences...as well as fiercely loyal customers who will support your effort
- Market share is the wrong metric, and for many businesses is completely irrelevant
- If you're doing great things for the world, make sure the world knows about it