So many businesses want to jump on the green bandwagon -- but too often there’s a lot of room for improvement in the ways they focus their messaging.

Effective green messaging successfully combines education with marketing. For the consumer who is already green-aware, it provides proof that your company is “walking the walk” in going green.

But for the consumer who may not yet be fully aware of all the ramifications, you must play an educational role. Your messaging has to show why the points you raise are important, what they mean for sustainability, and how consumers can feel part of the solution by choosing you.

Here are 10 guideposts for formulating those dual-purpose messages. If you need help beyond what’s here, feel free to contact me directly at shel@principledprofit.com.

1. Combine Appeal to Consumer Self-Interest with Appeal to a Higher Good

Consumers feel really great about supporting companies that not only have a social and environmental mission, but also deliver the goods: low prices, high quality, healthy ingredients or other benefits. Here are two examples from completely different industries:

Ice cream maker Ben & Jerry’s uses packaging, advertising, its website, and pretty much every other communication channel to combine a message of superior product quality with social and environmental messaging, starting right from its very public mission statement.

Household paper manufacturer Marcal is also very good at this. On its website, you can see an emphasis on the environment, starting with saving one million trees -- recognition that the company switched to recycled fibers all the way back in 1950 -- and plenty of information about consumer-focused features like hypoallergenic qualities, non-chlorine whitening and “just the right combination of strength, absorbency and softness to handle every job.”

This message would be even stronger if retooled to focus not on the features, but on the benefits. For instance, non-chlorine whitening reduces both water pollution and skin irritation.

2. Acknowledge -- and EXPLAIN -- Your Green Certifications

Have you taken the time, trouble and expense to get Fair Trade and/or organic certification? Is your building LEED certified? Do you use Forest Stewardship Council certified paper? Do you have some other seals of approval from recognized authorities, or endorsements form famous environmentalists? Be sure to mention these achievements in your messaging -- and take a moment to say what they mean and why they’re important.

3. Stand Tall with Your Values

The person who said “nice guys finish last” was a liar! Don’t hide your light. Caring about the planet, about ethical business practices, about your customers’ and stakeholders’ well-being is good for your integrity, and also good for your bottom line. Tell your story honestly and well, and the market will reward you.