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Successful Fax Broadcasting
Tips
1.
Target your
audience.
Identify the
specific target market of companies that are most likely to need your product or
service. You can qualify them by geography or perhaps type of business. Most effective campaigns start wide and
narrow based on experience. Don't limit your
prospecting!
2.
Get to the point. Don't waste your audience time. Get to the
point and show them what is your offering, and why they should pick up the phone
and call you. Always remember to address WIFM (what's in it for me). People buy
for what your offer will do for them, not what it will do for you.
3.
Timing is
everything.
Some weeks
the reply might be significantly different than other weeks. If your
product/service is seasonal, consider heavy promotion during your seasonality.
If it is not, best result will be rewarded for consistency.
4.
Test
different headlines and formats.
Don't resend
the same fax piece over and over. If you get good results, keep it going, but if
result get weaker, Test different headlines and formats to find the combination
that provides the best response.
5.
Make it easy
to be removed.
Provide a
number that allows the recipient an easy way to remove their fax number from
your fax list. Make sure that every fax is in compliance with CRTC regulation
and identify the party which fax your document and provides a number for easy
removal.
6.
Make it easy
to contact you.
Include your
phone number but not your fax number. If someone will be interested in your
product or service, it is more likely for them to pick the phone and call you
than to sent you a fax reply. Your email address and website are important for
additional info.
7.
Use a
two-step sales approach.
It's harder
to sell from a fax than to generate a lead. Get your prospect to raise their
hand, request a FREE report or more information, or point them to a website
where they can get answers that will encourage them to contact you to solve
their problem.
8.
Don't quit
too soon.
A one-time
fax is little more effective than a one-time letter. You'll get a few leads, but
miss a majority of the business. Fax on a consistent basis to build
'top-of-mind' awareness, so when they're ready to buy, they think of you first.
9.
Back-end
market for maximum profits.
Your best
prospects are your own customers. Use fax as a means of providing relevant
offers to your existing customer base. It's a cost effective way to generate
more sales, and your response will be directly proportionate to your
relationship with your customers.
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