What was the name of that waitress that did such a great job the last time you went out to eat? Oh wait…. You don’t remember? It’s the same with your customers. In the home service world, good work gets you in the door—but staying in touch is what keeps you there. That’s where a company newsletter comes in and Cathy Minz joins me to share her expertise.
A newsletter is not about flooding inboxes with offers—it’s about showing up consistently with helpful, relevant information. I once had a plumber do excellent work at my old office, but when I needed help again, I couldn’t remember his name. If he’d had a newsletter he could’ve turned that one-time job into having me as a customer for life. Cathy knows how to craft the perfect newsletter to build those lifetime customers for your business.
What You’ll Learn…
- The easiest way to stay top of mind without spending thousands on ads
- Why your customer list is a goldmine—and how most businesses are wasting it
- How a company newsletter builds the trust that leads to repeat business
- Why newsletters are perfect for slow seasons and forgotten follow-ups
- How a company newsletter can increase your customer’s lifetime value
- What makes a newsletter worth reading (hint: it’s not a sale)
Key Moments…
[02:15] The Story of the Plumber Who Never Followed Up
[06:00] Why a Company Newsletter Is So Effective
[11:45] From One Email to $10K: A Real Business Example
[15:30] What to Put in a Company Newsletter (and What to Avoid)
[21:00] Small List? No Problem—Why Size Doesn’t Matter
[26:40] How Personalization Beats Canned Content Every Time
[31:15] The Real Goal: Educate, Don’t Just Sell
The Story of the Plumber Who Never Followed Up
There’s nothing worse than needing help and not remembering who to call. That happened to me with a plumber. He did great work—but he never followed up with me. By the time I needed him again I couldn’t remember his name. A company newsletter would’ve kept his name in front of me, and would have brought him multiple jobs from me over the years. Instead, he became a one-and-done. A small, consistent follow-up system could have turned that first sale into a long-term relationship.
Why a Company Newsletter Is So Effective
Sending out a company newsletter is one of the simplest and most efficient ways to build trust. It doesn’t take much to set up, and it helps homeowners feel like they know your business. With each issue, they’re learning about your services, your team, and how you can help them—even before they need you again. You can teach them what to watch for in a failing appliance, how much money regular maintenance could save them, or inform them about accessories they might not know exist. A company newsletter keeps your name top of mind without being pushy.
From One Email to $10K: A Real Business Example
Cathy helped one HVAC company start sending out newsletters. When they sent out their second newsletter it introduced their new plumbing service. That single email generated $10,000 in new business. How much did it cost them to send that email? A little time. That’s the power of consistency, relevance, and trust built with your customers. When you already have a list of past customers who like your work, a well-written company newsletter lets them know how else you can serve them. You don’t have to start from scratch trying to get new customers all the time.
What to Put in a Company Newsletter (and What to Avoid)
Your newsletter doesn’t need to sell. In fact, it shouldn’t. The best ones educate, inform, and add value. Think about what your customers would want to know—seasonal maintenance tips, common repair costs, energy-saving advice. Is there a series you could do, such as introducing them to a different money saving tip each month? A company newsletter that’s written to help, not sell, builds trust and keeps your audience looking forward to hearing from you. Then when they need your services, your business is the first one they call.
Small List? No Problem—Why Size Doesn’t Matter
You don’t need a big customer list to get started. Even if you’ve only served a couple hundred people, sending a regular newsletter helps you stay in touch with them. They can also be your greatest ambassadors and sources of referrals. A company newsletter is a low-cost, high-return strategy that keeps your business front and center and your customers loyal. A small list of warm leads is worth more than thousands of cold clicks from Google.
How Personalization Beats Canned Content Every Time
Nobody wants to read another bland, AI-generated newsletter. Your clients want to hear from you. A quick note from the owner, a behind-the-scenes update, or even a local weather tip can make a big difference. Maybe a section on local activities, festivals, and events could become something they rely on you to learn about. Personalizing your company newsletter makes it feel like there is a real person behind the writing—and people want to build relationships with real people.
The Real Goal: Educate, Don’t Just Sell
Sending a newsletter isn’t just about marketing—it’s a service. When you teach a homeowner how to avoid common problems or spot early signs of trouble, you’re helping them. That educational touch is what separates trusted brands from forgotten ones. A company newsletter is one of the easiest ways to keep providing value to your customers and serving them, even when you’re not on the job. When you show you care about THEM they trust you more and are willing to pay higher prices to have you come when they do need the services you offer.
About Cathy
Cathy Minz is the founder of Elowyn Press, a done-for-you newsletter and content service built specifically for home service businesses. She helps contractors and service pros stay top-of-mind, build loyalty, and drive repeat business with smart, story-driven emails that don’t feel like marketing. With a background in copywriting, publishing, and strategic communication, Cathy blends clarity, creativity, and results—so her clients can grow without having to hustle for every new lead.
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15 Profit Leaks eBook: https://profitcoach4you.com/profitleaks
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