With all the green products on the market, it can be hard for even the most eco-friendly newcomers to get noticed, writes Jeff Dubin. To make a difference, you need to spend money not just on developing green business practices but also on making sure that consumers are aware of your brand, Dubin writes. Green products have a great story to tell, he adds, so it's essential to say it loudly and often enough that consumers actually pay attention.

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