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Copywriting to Make the Case for Cleantech Businesses

Win customer sales | Create urgency for policy changes
Get projects permitted | Attract Venture Funding

Cleantech & Climatetech writing to make a difference.

I advocate for clean energy businesses through copywriting, industry research, and strategic business analysis. The process starts with identifying customer pain points. Decision-makers do not act unless they have a problem to solve. Copywriting delivers the solution to their pressing problem, supported by evidence and sound business arguments.

My goal is to give clean energy developers and start-up entrepreneurs the arguments they need to sway decisions to build, permit, or buy clean energy technologies. My writing is informed by more than 45 years of energy industry experience.

Executive Briefs & Strategy Webinars

I help your staff sell to executives at utilities, industrials, and government agencies/municipalities.

Successful copywriting requires expertise gained through real experience: developing solar PV projects, testifying at utility rate cases, writing thought leadership reports, advising entrepreneurial start-ups, and negotiating with utilities on behalf of industrials and solar project developers.

Cleantech Adoption advocates for clean energy technologies, including solar, wind, batteries, and electric vehicles.

The energy industry is rapidly changing due to shifting government policies, sudden wars, gyrating tariffs, aggressive global competitors, and volatile energy prices. Industry expertise, research, and analysis are crucial for making sense of these disruptive forces. This insider knowledge is also necessary to engage in meaningful conversations.

I synthesize these trends to help clients present clear, crisp, and compelling arguments, supported by research and analysis. The executive briefs, whitepapers, and webinars help clients:

  • Get executive sales meetings;

  • Demonstrate thought leadership;

  • Attract venture funding; and

  • Influence government policies.

  • Executive Briefs

    Executive Briefs generate sales leads

    Marketing communications create sales opportunities. How? They tell a convincing story that solves executives’ business problems.

    The writing should:

    • Capture executive attention in a few seconds;

    • Provide industry-specific guidance, insight, and knowledge;

    • Avoid bland statements that AI could write; and

    • State the argument for action.

    In addition, the text should be:

    • Scanable for busy executives;

    • Compelling, concise, and crisp to keep the reader’s attention; and

    • Specific to the industry’s regulations, policies, and technologies.

    • Supported by research, verifiable facts, and source links.

    Read about Executive Briefs
  • Strategic Webinars

    Strategy Webinars educate staff

    Strategy Webinars update your employees on industry trends so they can communicate effectively with customers, communities, and policymakers.

    For example, strategic content creates executive meetings for salespeople. How? By addressing the strategic trends and uncertainties facing decision-makers. Executives worry about their business plans for this year and the next several years. Without addressing strategic concerns, salespeople are relegated to purchasing agents. Purchasers seek to commoditize all sellers by focusing on price, and only price, to meet their standard specifications.

    Webinars educate client staff on the technology trends, government policies, and regulations necessary for meaningful energy conversations.

    Read about Strategy Webinars

Sample Client Projects

  • Investment bank evaluations of solar PV projects

    Investment Bank

    For an investment fund, I provided ongoing due diligence, analysis, and research of utility-scale solar PV investments. The project portfolio investment sizes were up to 1,000 MW. Connected the in-house team to attorneys and other service professionals.

  • Close-up view of solar panels outdoors with trees and a cloudy sky in the background.

    Corporate Real Estate

    I provided market and regulatory risk assessments for siting solar PV projects, some with battery systems, at various corporate sites across the US. The project sizes ranged from 5 MW to 200 MW. Reviewed project contracts and financials.

  • Executive advice to help a cleantech company enter the US market,

    VC Funded Firm

    I advised the CEO and Board of Directors of a start-up solar water heating technology company to sell their products in the U.S. The client was located in Belfast, Northern Ireland.

  • Presentation to get approval for a set of electric vehicle chargers in a condominium garage in Boston.

    Condominium Association

    I helped obtain funding and arrange the installation of six EV chargers at Flagship Wharf Condominiums in Boston. Eversource (the electric utility) and the MA DEP provided funds.

  • Consultation with the Netherlands' cleantech companies.

    Netherlands Tech Firms

    I met with the CEOs of two cleantech companies, Physee and IBIS Power, to review their market entrance plans for the US. I connected them to potential US customers and funders.

  • White paper on cybersecurity and utilities.

    Public Relations Firm

    For Tendo Communications, I wrote Executive Boardroom newsletters to help prospective utility customers learn how Sun’s Internet technology can solve critical business problems.

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Wind, solar, EV,s and batteries

Insights are published on Substack: “Jim Walker | Cleantech Adoption”. Review my latest research, analysis, and industry opinions to stay current on industry issues and get advice on growing the cleantech market.

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