Why Water & Wastewater Manufacturers NEED To Have A Newsletter

1. It’s the best way to keep in touch with current customers- I’ve mentioned many times before that engineers and operators will not take time out of their day to be “sold” something and often avoid any interaction that may lend itself to that event.  Unfortunately, many times when a sales person or rep calls on a current customer, it’s not welcomed as warmly as it perhaps should be based on that defense mechanism. A newsletter is a consistent, non-threatening, relatable communication asset that keeps that relationship connected. A newsletter is also a great platform for introducing new products, new services and even discounts or sales in a passive yet notable way.

2. It helps attract new clients – This industry specializes in LONG sales cycles. Having a free e-newsletter that offers prospects the opportunity to learn more about your products, services and expertise (more on that soon) is an invaluable sales tool. By engaging in your consistent message and understanding your knowledge base and the value of your technology, a casual observer can quickly become a customer.

3. Establish Your Expertise – Engineers and operators crave information and knowledge.  By sharing information, insight and data around your area of expertise you are endearing yourself to customers and prospects alike.  Your target audience will buy from someone they trust to understand their needs and struggles much more frequently than from those brands they are less familiar with.  Aerzen and KLA do a fantastic job at establishing themselves as knowledge experts through their respective newsletters (Aerzen Aerations and KLA Systems Digest).

4. Build Your List—I once had a customer tell me that THE most important asset they have as a business is their list. The truth in that statement is universal. Lists of prospects, lists of customers, contact names, contact information. Without a list, your business isn’t maximizing its revenue potential.  Prospects won’t volunteer their contact information in order to hear a sales pitch or sit through a detailed description of your product benefits.  They want information.  If you can deliver good, engaging information to your target audience consistently you can expect to see your list grow rapidly and thus open up additional revenue opportunities.

A few things to consider as you explore going down this path include:

• Identify at least 26 topics.If your newsletter will be monthly, you’ll need to produce at least 2 new pieces of content for each issue.
• Headlines are important.Take time, effort and invest in developing a good headline for each send.In many cases, your headline will actually go further in your subscriber deciding to open the newsletter than the actual substance of the content.
• Get help.Whether it be internal or external, a newsletter is a big undertaking and more than a simple one person process