Fax Broadcasting: An Effective Marketing Tool

Marketing Partners

Fax Broadcasting
Effective marketing tool

The Marketing Partner Sponsor
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Fax Broadcasting: An Effective Marketing Tool

It is an inexpensive form of marketing.

It gets information to your prospects in writing, so it builds awareness and credibility.

It can create sales over time, but its primary function is to build awareness and credibility.

Before You Begin Your Fax Broadcasting Program
Determine what you will be faxing your prospects. Flyers or advertising that arrive via fax today get about the same consideration as “junk” mail. If you want your information to make it out of the mailroom or beyond the secretary, include information relevant to your prospects’ occupation(s). Make sure your prospects will find something in your fax that is useful to them. (Remember, tips that help them with their business build credibility and awareness for you.)

Be sure your prospects want it. You can do this easily by making a quick phone call to the prospect company to determine the appropriate contact or contacts, and their correct or individual fax numbers. (There’s nothing wrong with sending your fax to more than one person in the company.) Then ask permission to send them your regular fax newsletter or update announcement. You can get approval from a secretary or assistant, or the actual recipient, just make sure you cover your bases and don’t send unwanted information.

Limit your fax to one page. Whether you are sending a flyer, fax newsletter, or update announcement, don’t flood your prospect with mounds of paper. Keep your information short, eye-catching, and include lively headlines that will entice them to read more.

Special note: You can send a two-page fax, but only if the recipients are known to you and expect to receive a lot of information from your company. Again, though, make your calls ahead of time and be sure the recipients requested the additional information and signed for it ahead of time.

Finally, include a note on how to unsubscribe. Show your prospects that you are attentive to their needs. Over time, their desire to receive your information may change, or your contacts may move to different departments or companies. Include a notice in each fax broadcast that enables your prospects to contact you to unsubscribe, change contact names, etc.

Now that you understand how to get started, happy and lucrative fax broadcasting.

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Previous issues are on our website at http://mpus.com/tmp/.

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Revised July 2011