Now, I know you’re all thinking this headline is a joke, but as usual, I’m very serious, and I’m just framing my secret in a clever, attention-grabbing headline. Before I explain this headline, let me first tell you what the secret isn’t, and why.

The secret isn’t better technology. I love solar engineers. In fact, as a teenager, I wanted to become a solar engineer…. and then I took calculus. In any case, I respect solar pv and thermal inventors, but the truth is that the current level of technology is already terrific, and it’s only getting better. Even if we plateaued today, we could still power homes and solar farms with today’s technology. Solar works great, and yet we still don’t have widespread solar adoption in the U.S. Why? Because people don’t know how mature the technology is. In fact, many consumers don’t know the difference between solar PV and solar hot water. The secret solution? It’s better (and more) customer communication. In other words, marketing.

The secret isn’t cost or affordability. Solar PV and hot water are less expensive now than ever before, and their costs will continue to go down over the next few years, while fossil fuel utility energy will only go up. Upfront costs are also no longer a factor with home equity or a solar lease or solar PPA. And yet, few days go by when I’m not explaining 2011 solar costs and modern financing to consumers. So, once again, the solution is better customer education, which again comes under the umbrella of marketing.

The secret isn’t better policy. We have pretty good solar policies right now. Tomorrow, that’s another story, but for the last few years, we’ve been swimming in good national solar policy that I hope will get even better or stay the same. At the same time, local policies are spotty. But think about it: Let’s say this era of good solar policy is under threat. (It is; trust me.) The solution to keeping the status quo or improving policies is better, stronger, more creative communication to the public and to lawmakers.  Some people call this lobbying and/or grass roots advocacy. But really, it’s effective communication and…marketing.

So, the truth is that today we have everything we need to exponentially grow this solar industry into widespread adoption in America. We have mature technology, the access to low entry-level cost, and we have adequate policy that needs to be preserved.

What’s missing, with few exceptions, is a groundswell of gloves off, Unthinking, out-of-the-box, creative solar marketing.

Of course, money helps. It’s no mystery why the residential solar leaders today are venture capital backed solar lease and PPA companies. They’re spending their VC dollars on a great deal of Internet and social media marketing, and it’s an investment that’s paying off.

You’re not as well capitalized as them, I know, but you can still invest more in marketing and great customer service. In many cases, you can even use their financing products, giving customers that same low-entry affordability. Or, you can better market the benefits of ownership and present the monthly loan payment in the same way that leasing companies present their leasing payments. The point is that you can compete with creative….wait for it....marketing.

Finally, what does this secret have to do with beer and donuts? First, it’s my quirky marketing attempt to get you to read this post, and further my Solar Fred/UnThink Solar brand. (If you’re reading this, it worked.)

Second, it’s an example: In New England? Why not be a solar company that gives away a dozen solar powered donuts with every home solar quote?  Or a six-pack of beer from a solar powered brewery. Or a bottle of wine from a solar powered winery. Just off the top of my head, but it’s a fun idea. Use it. Build on it. Market it.

I say again: Stand out and educate. Delight your new customers. Reach out and nurture your existing customers with follow-up and beyond-the-call customer service. Either way, it’s time to give yourself or your marketing department more of a budget and more freedom. Start with 10% more than last year or be even more generous.

As always, UnThink Solar.

Tor Valenza a.k.a. “Solar Fred” advises solar companies on marketing, communications, and public relations. Contact him through UnThink Solar or follow him on Twitter @SolarFred.