It's important to understand the subtle, yet crucial difference between these commonly used nouns.

A good way to think of it is in terms of a company that makes typewriters. They pride themselves on producing the best quality typewriters, at the lowest possible cost. All sections of their business have been streamlined. They are continually striving for improvements. This is 'efficiency'.

Unfortunately, the market for typewriters has completely dried-up, while the computer market has expanded rapidly. This limits the typewriter makers 'effectiveness'.

As a 'green' business person, your product or service requires a market – preferably a growing market. By understanding your potential customers and competitors you can increase your 'effectiveness'. Then you can start to focus on 'efficiencies'.

Article submitted by:

Leigh Marlow, copywriter and founder of Pure Green Copywriting - professional writing for the environmentally aware business.

Leigh can be contacted on 03 9486 0923 or via email This e-mail address is being protected from spam bots, you need JavaScript enabled to view it This e-mail address is being protected from spam bots, you need JavaScript enabled to view it

Leigh believes that working alongside like-minded people provides inspiration for both parties.

"As a 'green' business, you're at the cutting edge of a market that represents around 26% of Australia's adult population. Understanding and reaching that customer is crucial to your business success."

"The way I like to think about your marketing material - it's a first impression. And if you don't pique interest with your first attempt, you won't get a second chance. Effectively, you're turning away customers."

Leigh works alongside environmentally aware businesses every day - to improve their marketing, communications and strategy.