How Green Energy Companies Can Communicate The Benefits Of Their Products
27 January, 2022
The world is looking for answers to the threat of climate change. Worldwide energy consumption has skyrocketed since the 1950s, as has concern about our use of fossil fuels. Even with the increased attention we’re paying to concepts like recycling, energy efficiency and sustainability, the renewable energy industry is still looking for a comprehensive solution that addresses the current situation and provides a clear direction into the future.
Our Energy: Past And Present
As our overall energy consumption has increased, we’ve also shifted our primary source of fuel away from coal and into fossil fuels. However, we’ve also learned about the short- and long-term harm fossil fuels can cause to the environment.
Many experts have predicted what may happen if we don’t change our energy usage, including hotter temperatures, increasing weather instability and rising sea levels. Thankfully, as the CMO of a company that offers home solar energy solutions, I’ve also seen recommendations about what we should do to avoid their predictions — and chief among them is the wholesale adoption of renewable energy.
Solar And Wind Powers’ Potential
Over 7 billion people live on the planet, and we use lots of electricity. In fact, commercial and residential lighting accounted for 219 billion kilowatt-hours, or 8% of total electricity costs, in these sectors in the U.S. in 2020. While we should encourage people to use less energy, we should also acknowledge that more people equals more electricity. That means we should increase the amount of clean energy we use so we don’t harm the planet.
This is where I believe solar energy could come in. According to National Geographic, the Earth obtains enough sunlight in one hour to meet the electricity needs of everyone on the planet for one year. It helps that, according to National Renewable Energy Laboratory data, the cost of residential photovoltaic solar systems dropped by 64% between 2010 and 2020, making it more affordable for everyone to install solar panels on their homes and businesses. Solar battery technology has also improved and allows people to store more of the excess electricity they create from solar energy.
To be clear, I’ve found that even the biggest solar industry players realize that solar energy can’t do everything on its own. That’s why I’m a big fan of wind energy, as it’s a natural complement to solar power. The sun doesn’t shine all the time and the wind doesn’t blow all the time, but when you combine the energy generation potential of both, they could be a boon for the future of clean energy.
I think we can create a better future with clean power.
How To Talk About Clean Energy And Win
In my experience, many people really are interested in using renewable energy, but they also don’t want to sacrifice the conveniences of the 21st century. Unfortunately, too many green energy companies don’t know how to talk about the benefits of solar, wind and other forms of green energy without sounding out of touch.
Potential users of clean energy typically fall into three groups:
1. They want to lower their energy bills by generating their own electricity at their homes.
2. They want to help the planet.
3. They want to be energy-independent (especially in case of power outages).
And all three groups are often nervous about the costs involved in installing enough technology to meet their home’s energy needs.
Thus, it’s essential that leaders and marketers in the clean energy space pay close attention to what their audiences and potential customers tell them about their products and services and about the overall industry. Luckily, you can connect with all three groups with these three tips.
Deliver Specific Benefits
Let’s face it: People want to hear about how your product will solve their problems. But they also tend to be immune to average sales language. They don’t want to hear bloated promises; they want the details. You can provide those details by:
• Telling people exactly how rooftop solar can give them smaller utility bills.
• Showing them exactly how installing a wind turbine on their farmland will help clean up the electricity grid.
• Giving people exact directions on how solar and a backup generator can power their home during a power outage.
This information exists. Give it to people so they can make the right decision for their lives.
Address Their Concerns
It’s natural and normal for people to be leery and nervous about any technology they don’t understand, especially when the upfront costs of adoption seem so high. Marketers should embrace these challenges, especially when it comes to clean energy, and it all starts with content targeted to each potential problem.
• Create a video with actual customers describing the process of getting solar panels installed on their homes.
• Develop infographics discussing how many trees are saved or tons of carbon dioxide removed from the atmosphere by renewable energy sources.
• Craft walkthroughs that describe all the elements of financing, payback, rebates, incentives and more.
You should want the chance to help people understand your product.
Provide Clear Solutions
While clean energy advocates need to communicate the big picture to entire populations, they also need to deliver practical answers to the average customer in everyday circumstances. For example, they might explain how:
• Their product can meet 100% of your home electricity needs, and you’ll pay for it all in less than 10 years.
• These products could help us transition away from fossil fuels and win the war against climate change.
• You’ll never have to worry about losing power during a storm if your home can create all the clean energy you’ll ever need.
It starts with listening to your customers and recognizing their role in the transition to a clean energy world. You might have best-in-class technology, but you need to focus more energy on helping normal people understand where their energy comes from and how things need to change. If you can first help them realize the benefits of your products to their personal lives, you can then connect their investment in products like solar panels or wind turbines to the wider world.
We can create a new energy industry that puts people and the planet first, and that makes good business sense.
Source: www.forbes.com