First, we looked at the layout, and divided each page into chunks, or content wells, of varying sizes. A small inset would have a picture and quote or fact. A picture representing the content would appear every other page. Then, we would put interactive pieces, such as a home energy analyzer, on the righthand side where it’s easier to write on the books.

To create a friendly, personal voice, I introduced a “we” and “you” and injected some opinion (”we find this blog useful”). Chapter headings standardized to include verbs. Information went from bullet points into paragraphs, with sentences structured to include urls and phone numbers in parentheses, and with business or blog names in bold. Narrative paragraphs were actually the original style of the books, except without referencing websites or phone numbers for more information, so the slide back to a chatty style wasn’t too much of a leap for readers. Example:

In 2007: Header: Energy Saving Products. Table with headings: Product/Look For/Incentives. Product: Lighting. Look For: Compact fluorsescent lightbubs (CFL) and spot lighting for specific area. Incentives: Receive free CFLs with a Home Energy Review

In 2009: Header: Save Energy. 1 paragraph. Sub-heading: CFLs, better and brighter. Text: Some of the early compact fluorescents emitted a light that some perceived as weak or unflattering for living spaces. CFLs are now availabe in a variety of models with varying qualities of light. Use the interactive (and cool) Choose A Light Guide at Energy Star (energystar.gov) to determine what shape, voltage, and quality of light you need.

To make it possible to write each city, I draft standardized paragraphs about a topic and plug in the relevant local information (for example, a chapter on selecting organic cotton clothing, with a local business plugged in). The chapters covered in each book cover these 12 topics on two page spreads. Linked are examples of each, from varying cities:

• Eating local
• Farmers markets (mostly research)
• Save energy
• Use clean energy
• Gardening
• Green home/green building
• Recycle anything
• Community/volunteering
• Green clothing
• Pets (or kids, depending on the year)
• Go by bike
• Take transit

Admission: I’ve never been to Minneapolis, or Silicon Valley, or Denver (since I was 13), but I write about each in these annual green living guides and coupon books as if I live there. Remote research is surprisingly fun!

Pro tip: I use Google street view to describe something I’m writing about from afar. Zoom in on a park, landmark, or store and you’ll get a sense of the neighborhood and be able to use descriptive, lively words as if you walk the streets every single day.

Each of these books is 25% resource, 75% coupons. Businesses much meet a strict environmental criteria. In new cities, we pass a draft by local government and utilities to ensure accuracy. In following years, we pass a draft by the local marketing team. But much of it needs to be correct the first time, so self editing and fact checking is important, as well as writing material that will be accurate for the one year shelf life.