Shel Horowitz, Award-Winning Author, International Speaker, Consultant, Ethical Marketing Expert
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|Have Shel Speak on Success Through Green Principles and Business Ethics, Affordable/Ethical/Effective Marketing, and/or Book Publishing and Book Marketing||Media and Speaking Training in Any Location Worldwide”Make your points clearly and concisely—keep your audience enthralled”||Get Help With Your Marketing: Shel offers 1:1 Consulting, Strategic Planning, and Copywriting “Reach Green, socially conscious consumers with marketing that has THEM calling YOU” For Authors and PublishersFor Businesses and Nonprofits|
|Become a Published Author—The Right Way “Turn your expertise, or your story, into a book—affordably and effectively. Choose the way to publish that’s right for you—and get guidance at every step in the publishing/marketing process.”||Run Shel’s “Green And Profitable” column in your publication, website, blog, radio show or podcast||Preview and purchase Shel’s award-winning marketing and environmental books, e-books, audimakeos, and other products|
“Clearly written and packed with information that can make you more successful and save you from expensive mistakes.”
- Ethical/Green Business
- Frugal Marketing
- Writing and Publishing
- Frugality and Frugal Fun
- Green and Profitable
Ethical Marketing Expert, Writer, International Speaker, Consultant, Community Organizer, Frugalist
After finishing Antioch College at age 19, Shel had to come to terms with his own work history: career paths not only in writing and marketing/PR, but also in radio, teaching, arts, food service, office systems, community organizing, and environmental issues. Putting together his own first résumés led to a new career direction: résumé writing and career services. Shel quickly realized he had the ability to discover a job candidate’s best strengths and present them so those are highlighted while weaknesses are downplayed. In short, he turned résumé writing into a marketing function.
A native of New York City, he returned there to work at two literary agencies as a manuscript reader, and then worked for a year and a half as a VISTA Volunteer community organizer with the Gray Panthers. Pursuing poetry on the side, he became very active in the New York open poetry scene, and met Dina Friedman at an open reading in Greenwich Village.
The two left New York in 1980, spending a year in Philadelphia before settling in Western Massachusetts in 1981—and founding Accurate Writing & More with an initial marketing cost of $12 and a total start-up under $200 (most of it for a 13-year-old IBM Selectric typewriter). They married two years later. Daughter Alana was born in 1987—the same year Dina joined the business—and son Rafael followed in 1992.
Drawing on the marketing he’d practiced in and after college, Shel began marketing his own business locally, and grew it to the largest of its kind in a three-county service area. In 1985, he published the first of six books on low-cost, high-impact marketing. Gradually, he expanded his practice to marketing for other businesses and nonprofits. He began using e-mail as a marketing tool in 1994, set up his first website in 1996, and quickly developed a reputation internationally as a skilled copywriter and marketing strategist who knows how to stretch a marketing dollar. His client list now includes accounts in Europe, Asia, and all across the U.S.; his books have sold to dozens of countries, and have been republished in South Korea, India, Mexico, Italy, and Turkey.
And as an environmental and social justice activist since 1972, he has used these skills pro bono for a number of environmental and social change organizations—especially a group he founded called Save the Mountain, which mobilized thousands of people (in a rural county) and rapidly beat back an “unstoppable” poorly-planned development on a mountain abutting a state park; this was a campaign that combined everything Shel knew about marketing and community organizing, and drew on the skills of many others that he recruited into the organization. Following the success of this campaign, Shel looked at a bigger canvas, and founded the Business Ethics Pledge to make future Enron and Madoff scandals unthinkable. So far, he has signers in more than 30 countries.
Shel now offers not only copywriting and strategic marketing planning based in Green principles, but also helps unpublished writers become published authors. Five of his eight books have won awards and/or been republished in other countries, including his most recent, Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet (John Wiley & Sons, 2010, co-authored with Mr. Guerrilla Marketing himself, Jay Conrad Levinson).
This new book states that honesty, integrity, and a commitment to environmental sustainability are important—but market share is often the wrong metric entirely…that long-term relationships are better than a one-time sale…and that competitors can be among your best allies.
The book provides dozens of examples of companies large and small that have succeeded by putting people first: familiar names like Johnson & Johnson, IBM, Southwest Airlines as well as numerous entrepreneurs who are successful in their own niches, even if not widely known.
Shel is a popular speaker and media interviewee (including multiple appearances in the New York Times, Inc, Christian Science Monitor, Wall Street Journal, Entrepreneur, and many others) who loves to get the word out about this important new paradigm. A few among many venues where Shel has spoken:
- Forum Davos, Davos, Switzerland
- Green America/Global Exchange Green Festival
- Sustainable Food Summit
- American Society of Journalists and Authors
- Book Expo America (multiple appearances)
- Noteworthy USA National Convention Keynote
- Green America’s GreenFest, Washington, DC
- Solarfest, Tinmouth, VT
- Go Green Expo, New York City
- Greenfest, Bostn, MA
- Public Relations Society of America International Conference
- Infinity Publishing Author Conference Keynote
- Publishers Marketing Association University (multiple appearances)
- Ragan Strategic Media Conference
- Regional writing and publishing associations in the Bay Area, Saint Louis, New York, and elsewhere (three with several repeat appearances)
- University of Massachusetts Family Business Center (multiple appearances)
- Business for Social Responsibility
- Colleges and universities including Smith College, University of Vermont, Mount Holyoke College, others
Search Shel’s Sites
Shel is a popular speaker and media interviewee who loves to get the word out about this important new paradigm. Contact him online through the web form or social networking sites below, or by phone at 413-586-2388.
Connect with Shel on LinkedIn
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Read about Shel’s green marketing and copywriting services at his profile on Thumbtack. Just click the link and search for Shel Horowitz, or for green marketing.
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Web 2.0 Marketing for the 21st Century$12.95 Add to cart
Green & Profitable Column $60 (Republication Rights$60 Add to cart
Principled Profit, Spanish Edition$17.50 Add to cart
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Painless Green$9.95 Add to cart
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I Love My Life! A Mom’s Guide to Working from Home$7 Add to cart
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Playing Dad’s Song by D. Dina Friedman$15.95 Add to cart
Escaping into the Night by D. Dina Friedman$17.99 Add to cart