Fax
Mailing Articles
"The Myth And The Reality Of
Broadcast Fax Advertising - The Untold Story!"
Go
on admit it - you hate fax advertising. You can't stand receiving
unsolicited faxes. It annoys you - especially when these 'philistines'
are using up your fax paper!
Well I have to say I'm like you. I get extremely annoyed, but only
when I receive faxes that are NOT RELEVANT to me. And that's the
key. Faxing is like direct mail - only more 'in your face.'
So receiving untargeted unsolicited faxes is annoying - very annoying,
but when the company doing the faxing has done some 'homework' and
made an offer that's relevant to me and my businesses, then I'll
give the fax some attention. Sometimes I'll respond. Sometimes I'll
file it away. And of course sometimes I'll 'bin' it. Now I'm not saying everyone's like me, but many people are. Sure
there are those that despise fax advertising so much they instantly
rip the fax up and put it in the bin. Some even reply with abusive
comments (why bother!). But whenever you do any type of marketing
or advertising, you already know a large percentage of your recipients
aren't going to be interested.
So what can we learn from this? Good question.
First, if broadcast fax advertising is going to work for you, you
must use a good fax list and target people who are most likely to
be interested in your offer. This is known as your 'target market'
or 'niche.'
Second, your offer must be so attractive that it forces the recipient
to read the fax.
And finally you should expect some 'abuse' from small-minded recipients
who would rather spend time replying to your fax, than getting on
with their jobs!
The truth is that faxing can be extremely productive for you, especially
if you target it to the right people, and develop an irresistible
offer.
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