Grant Neate asked:
Fax Broadcasting (sometimes called Fax Streaming or Fax Advertising) is a very effective way to generate interest in your products or services.
Some of the key points I have found to give your promotion the best chance of succeeding are:
1. Find the best time to send your faxes. Generally, the best time to send promotional faxes are mid-morning on a Monday, Tuesday and a Thursday. This is not a hard and fast rule but I always recommend this to all that I send for. Restaurants can often send on a Friday for example.
2. Always have a time sensitive offer. Most of the response to a broadcast is received close to the send date. In fact, the majority of response is received the day of the transmission. I have often seen a “today only sale” work very well.
3. Make sure that the heading gets the recipient to read the rest of the fax. A punchy heading that grabs attention is very important. You have to use it to draw the person into the offer which is the point of the fax.
4. Make the fax clear and easy to read. “Long copy” seldom works in faxing but make sure you are clearly communicating what you are offering. If at all possible clearly include what it is, what does, how much does it cost, what problem does it solves, what it is worth, how available it is and how does one get it.
5. Fax on consecutive days. Split your available fax numbers up and send them on consecutive days. The logic behind this is has not been proven leaving a number of theories. The fact of the matter is that it works.
6. Revisit the same fax numbers from time to time. Optimal frequency of sending to the same numbers depends on the fax being used (image), the product or service and the market being targeted. This will have to be tested. It may be anywhere from every three months to every week.
7. Keep your fax data maintained and up to date. Make sure that you are not sending to people who have asked to be removed. There is no point in doing this and it will just upset people.
Like any advertising, it is important to use testing and keeping exact statistics so you can measure the result. This will tell you if there is anything that you need to change.
Note that some countries have restrictions in sending faxes for promotional purposes which need to be adhered to.
Fax Broadcasting (sometimes called Fax Streaming or Fax Advertising) is a very effective way to generate interest in your products or services.
Some of the key points I have found to give your promotion the best chance of succeeding are:
1. Find the best time to send your faxes. Generally, the best time to send promotional faxes are mid-morning on a Monday, Tuesday and a Thursday. This is not a hard and fast rule but I always recommend this to all that I send for. Restaurants can often send on a Friday for example.
2. Always have a time sensitive offer. Most of the response to a broadcast is received close to the send date. In fact, the majority of response is received the day of the transmission. I have often seen a “today only sale” work very well.
3. Make sure that the heading gets the recipient to read the rest of the fax. A punchy heading that grabs attention is very important. You have to use it to draw the person into the offer which is the point of the fax.
4. Make the fax clear and easy to read. “Long copy” seldom works in faxing but make sure you are clearly communicating what you are offering. If at all possible clearly include what it is, what does, how much does it cost, what problem does it solves, what it is worth, how available it is and how does one get it.
5. Fax on consecutive days. Split your available fax numbers up and send them on consecutive days. The logic behind this is has not been proven leaving a number of theories. The fact of the matter is that it works.
6. Revisit the same fax numbers from time to time. Optimal frequency of sending to the same numbers depends on the fax being used (image), the product or service and the market being targeted. This will have to be tested. It may be anywhere from every three months to every week.
7. Keep your fax data maintained and up to date. Make sure that you are not sending to people who have asked to be removed. There is no point in doing this and it will just upset people.
Like any advertising, it is important to use testing and keeping exact statistics so you can measure the result. This will tell you if there is anything that you need to change.
Note that some countries have restrictions in sending faxes for promotional purposes which need to be adhered to.