Plan Your Fax Broadcasts…
…And Fax According To Your Plan

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Plan Your Fax Broadcasts…
…And Fax According To Your Plan

Fax Broadcasting can be a very effective form of marketing. If you are not familiar with fax broadcasting, it consists of faxing information about your products and services to your prospects on a regular basis. The faxes can be in the form of newsletters, flyers or updates.

Fax broadcasting is generally less expensive than direct mail, and most of the grunt work - the actual sending of the faxes - can be done automatically after hours when you don't have to worry about tying up your time, your resources, or your fax line.

But like any good form of marketing, to get the most effective use out of fax broadcasting, you have to plan ahead.

When To Send:

How often you send your faxes should be based upon your industry and the content of information that you are supplying. You want to keep your faxes timely and fresh. You also don't want to inundate your prospects or become repetitious and burdensome. I have found that, as a general rule of thumb, sending fax broadcasts regularly anywhere between twice a month and monthly is acceptable.

Before you send out your first fax, plan on doing at least six months worth of faxing in order to properly evaluate your program's effectiveness. Sketch out ideas for those faxes, while giving yourself plenty of time to fine tune and produce them. Once you start, you want to stay on schedule so your prospect begins to expect your faxes. ("It's Monday morning, I wonder what's waiting in my fax machine for me.")

What To Include:

If you want your information to make it out of the mailroom or beyond the office assistant, include information of interest to your prospects. This could include useful tips that help them with their business. Including this type of free, useful information will help set you up as the industry leader and "resource." It also builds credibility and awareness for you and your products and services.

How Much To Send:

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.

Don't send your faxes out looking like they were homemade (unless, of course, that reinforces your business theme). Have the fax or at least the masthead designed by a professional graphic designer. This may be the only piece of marketing material your prospects receive from you, so you want it to look professional. Also, include a quick box or bottom banner that lets your prospects know how to contact you.

Not every one of your prospects will want to continue receiving your faxes after a period of time. Don't be discouraged. Just be sure to include a notice in each fax that enables your prospects to contact you to unsubscribe, change contact names, etc.

Double Exposure:

If you have a web site, post a form of your faxes on it (and include a phone number or web command to subscribe). Posting your fax information on your web site too will increase your visibility and give you another avenue to reach your prospects while using the same information.