CLIENT RELATIONSHIP
“You’re going to talk to a property manager and res- idential customers in different ways,” Evans points out.
Get connected
When it comes to newsletters and what is useful in de- veloping further business with a customer as well as a professional relationship, Hamburger says the number one rule is “Make it easy for them to contact you, in- cluding by the old-fashioned landline.” “Be sure the newsletter looks professional,” Evans
says. “You don’t need to spend a fortune, but strive for zero typos, short paragraphs and good images. I am surprised by how many times a newsletter is left to an unskilled person and treated almost as an afterthought item.”
Hamburger encourages asking for feedback and di- rect interaction with a newsletter.
“Stick with writing about things you are competent about and
focus on your core work.” – John Wimberg, Wimberg Landscaping
MEAN GREEN ELECTRIC ZTR MOWERS
COMMERCIAL GRADE. ALL DAY BATTERY POWER.
“Go ahead and write something a little controversial
and you’d be surprised at how people take notice,” she says. “For example, ‘What’s politics got to do with irri- gation?’ Strive to be thoughtful without being too con- tentious.” Contractors should include company news in a news- letter that includes landing new clients, a new contract, winning an award or working with a nonprofit. “Give professional advice and be sure to compliment staff and employees for their achievements and activi- ties,” she notes. For contractors to establish themselves as an indus-
try expert through the newsletter, “think like a ‘thought leader,’” notes Hamburger. “Don’t just report on current events, but be sure to
write insightful and interesting commentary,” she says. “Attend professional meetings and events and write a few lines of what was covered at the meeting or event you attended.”
In helping with customer acquisition and business
development, “newsletters should not just be about you,” Hamburger advises. “Include people you would like to ‘woo’ in stories as sources. Narrow the topic down at times to spotlight specific groups. Be certain to get the newsletter in front of decision-makers.”
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