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Shel Horowitz

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4.75 out of 5

Green Guerrilla Marketer, National Environmental Hall of Fame, Social Activist, and Author

Shel Horowitz

Speaker RatingSpeaker RatingSpeaker RatingSpeaker RatingSpeaker Rating
4.75 out of 5

Green Guerrilla Marketer, National Environmental Hall of Fame, Social Activist, and Author

Travels From Travels From:
Amherst, MA, USA
Speaking Fee Speaking Fee:
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Shel Horowitz Biography

Beginning with a one-toddler action against smokers at his parents party at about age three, Shel Horowitz has been involved in environmental and social change movements his whole life. In 1972, at age 15, he was involved in a community group that opposed a nuclear power plant proposed for two miles north of New York City (a proposal that the utility company quickly withdrew). A veteran of the 1977 Seabrook occupation, his first book, written when he was only 22, was about why nuclear power makes no sense. Shel is also the author of the e-book, Painless Green: 111 Tips to Help the Environment, Lower Your Carbon Footprint, Cut Your Budget, and Improve Your Quality of Life-With No Negative Impact on Your Lifestyle. He is directly responsible for the first nonsmokers rights regulations in Northampton, Massachusetts, and for the defeat of a large and inappropriate mountaintop development in his current home town of Hadley, Mass. His Down to Business webzine was one of the first business publications to have a regular section on sustainability.

On the marketing side, Shel was still a teenager when he started doing publicity and marketing for grass-roots community organizations with zero promotional budget. There wasnt even money available for stamps, so he used to hand-deliver press releases on a three-speed bicycle, Trained as a journalist, he first became aware of the power of the news media when a local paper refused to print meeting notices he wrote for a controversial group—but gave extensive news coverage to its refusal. Now, for over twenty years, hes helped businesses, nonprofits, and community groups get their message out to the public with little or no expenditure.

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 candidates 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 hed 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 entirelythat long-term relationships are better than a one-time saleand 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

Shel has been speaking actively for more than 20 years, at such venues as ForumDavos Communication on Top (Switzerland), Green America's Green Festival, GoGreenExpo, SolarFest, PRSA International Conference, ASJA National Conference, Book Expo America, American Marketing Association/CT, Noteworthy USA National Convention, and many others.

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Speaker profile last updated by AAE Talent Team on 02/05/2024.

Shel Horowitz Speaking Topics

  • Hunger, Poverty, War, and Catastrophic Climate Change

Shel Horowitz Videos

  • Kelly Sackheim, small scale hydro - YouTube
  • Green Writer: Shel Horowitz on Vimeo

Shel Horowitz Books

  • Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet
    Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet
  • Ethics in Marketing
    Ethics in Marketing
  • Principled Profit: Marketing That Puts People First
    Principled Profit: Marketing That Puts People First
  • The Penny-Pinching Hedonist: How to Live Like Royalty with a Peasant's Pocketbook
    The Penny-Pinching Hedonist: How to Live Like Royalty with a Peasant's Pocketbook
  • Marketing Without Megabucks: How to Sell Anything on a Shoestring
    Marketing Without Megabucks: How to Sell Anything on a Shoestring

FAQs on booking Shel Horowitz

  • How do I book Shel Horowitz to speak at my event?

    Our experienced booking agents have successfully helped clients around the world secure speakers like Shel Horowitz for speaking engagements, personal appearances, product endorsements, or corporate entertainment since 2002. Click the Check Availability button above and complete the form on this page to check availability for Shel Horowitz, or call our office at 1.800.698.2536 to discuss your upcoming event. One of our experienced agents will be happy to help you get speaking fee information and check availability for Shel Horowitz or any other speaker of your choice.
  • What are the speaker fees for Shel Horowitz

    Speaking fees for Shel Horowitz, or any other speakers and celebrities, are determined based on a number of factors and may change without notice. The estimated fees to book Shel Horowitz are for live events and for virtual events. For the most current speaking fee to hire Shel Horowitz, click the Check Availability button above and complete the form on this page, or call our office at 1.800.698.2536 to speak directly with an experienced booking agent.
  • What topics does Shel Horowitz speak about?

    Shel Horowitz is a keynote speaker and industry expert whose speaking topics include Authors, Business, Climate Change, Earth Day, Environment, Environmental Science, Marketing, Political, Publishing, Sales, Sustainability, Technology.
  • Where does Shel Horowitz travel from?

    Shel Horowitz generally travels from Amherst, MA, USA, but can be booked for private corporate events, personal appearances, keynote speeches, or other performances. For more details, please contact an AAE Booking agent.
  • Who is Shel Horowitz’s agent?

    AAE Speakers Bureau has successfully booked keynote speakers like Shel Horowitz for clients worldwide since 2002. As a full-service speaker booking agency, we have access to virtually any speaker or celebrity in the world. Our agents are happy and able to submit an offer to the speaker or celebrity of your choice, letting you benefit from our reputation and long-standing relationships in the industry. Please click the Check Availability button above and complete the form on this page including the details of your event, or call our office at 1.800.698.2536, and one of our agents will assist you to book Shel Horowitz for your next private or corporate function.
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    AAE Speakers Bureau is a full-service speaker booking agency, meaning we can completely manage the speaker’s or celebrity’s engagement with your organization from the time of booking your speaker through the event’s completion. We provide all of the services you need to host Shel Horowitz or any other speaker of your choice, including offer negotiation, contractual assistance, accounting and billing, and event speaker travel and logistics services. When you book a speaker with us, we manage the process of hosting a speaker for you as an extension of your team. Our goal is to give our clients peace of mind and a best-in-class service experience when booking a speaker with us.
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Shel Horowitz is a keynote speaker and industry expert who speaks on a wide range of topics such as Hunger, Poverty, War, and Catastrophic Climate Change. The estimated speaking fee range to book Shel Horowitz for your event is $5,000 - $10,000. Shel Horowitz generally travels from Amherst, MA, USA and can be booked for (private) corporate events, personal appearances, keynote speeches, or other performances. Similar motivational celebrity speakers are Tim Sanders, Van Jones, Jim Carroll, Andrew Busch and Robert Bryce. Contact All American Speakers for ratings, reviews, videos and information on scheduling Shel Horowitz for an upcoming live or virtual event.

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