We've all got ideas to sell. Whether you are interested in green technology, immigration reform, women's rights. or sustainable agriculture you'll have policies, programs, lifestyle changes, services, or products that you wish people would adopt. So, maybe it makes sense to think of yourself as a marketer. That perspective leads to some important questions about selling social change:

1. Who exactly is the audience for your message?

2. How can you best get your message to your audience?

3. What benefits can your audience get by doing what you want? Do you know what benefits your audience cares about?

4. Why should people believe that your idea will deliver the benefit(s) you promise?

5. What is the competition for your idea?

6. How do you ask for the sale? In much conventional advertising, especially direct mail advertising, you'll know whether the advertiser wants you to visit a Web site, mail in a reply card, subscribe to a newsletter, or come visit the showroom.

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