Broadcast fax has many
advantages - it's cheap, it's very effective, and
it provides instant results.
If you don't
currently use broadcast fax as one of your
advertising and marketing tools you're wasting a
golden opportunity.
Many of us actually
loathe broadcast fax. We receive unsolicited faxes,
which wastes our paper. However with the right
target, the right offer, and the right approach,
broadcast fax can be one of your most effective
advertising and marketing weapons.
Unfortunately most
people haven't the foggiest idea of what works and
what doesn't work. Many end up using an approach
that mirrors what most other people are doing - and
most of it is rubbish!
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Using A Broadcast Fax 'Success Format' Is The Key…
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You'll be pleased to
know that there are just two proven approaches or
'Broadcast Fax Success Formats' to use. Both these
formats although very different from each other are
extremely successful.
So forget about what
you may have done before, or what you see coming out
of your own fax machine. I'm going to explain both
broadcast fax 'Success Formats' to you.
Here's the good
news…
Both formats are
extremely easy to use. They don't rely on any design
skills and you'll be able to master both of them
very quickly. Sounds unbelievable doesn't it? Well
you'll soon see for yourself this is no BS!
Before I give you my
secret fax broadcast formats I want to briefly
explain the principles on which they are both based.
There are two types
of advertising:
1. Institutionalized
***
2. Direct Response
Both of my broadcast
fax 'Success Formats' are based on direct response
advertising methods.
It's therefore
important that you understand the basic differences
between the two approaches, and why direct response
methods are so much more successful. Understanding
these differences will convince you to follow what
I'm saying, and I need you to do this to guarantee
your success.
I would say 99% of
people still use what's known as 'Institutional'
advertising. This is advertising that doesn't ask
for a direct and instant response.
It is characterized
by ads that have the company name as the headline at
the top of the ad… Very little copy on the ad… A
list of products or services provided by the
company… Lots of white space… No incentive to
call now… etc.
Just pick up any
newspaper, magazine, Yellow Pages ® Directory or
look at any broadcast fax you've received. You'll
see this type of ad all over the place. Those using
institutional advertising are losing thousands of
dollars.
Conversely using
direct response marketing techniques (i.e. those
characterized by powerful headlines, large amounts
of copy written in a very personal style, cluttered
ads, a reason to call now etc) will help you
increase your responses many times over - and
skyrocket your profits!
I think you'll be
pleasantly surprised when you see how simple each
broadcast fax success format is. Don't be fooled.
The formats are not simple to make your life (and
mine) easier. They're simple because simple is what
works. Hundreds of thousands of dollars in sales and
profits are a testament to this.
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Here's A Breakdown Of Each Broadcast Fax Success
Format…
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Success Format One -
'Editorial' Fax Broadcast
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Although both
broadcast fax success formats are as successful as
each other, this is my personal favorite. Here's
what constitutes an 'Editorial Broadcast Fax…
1. Benefit written
headline across the top of the page
2. Your text is placed in three equal columns across
the page just like a newspaper
3. Insert a 'drop cap' (a large and bold first
letter of your first word) at the beginning of your
text - to lead the reader into your copy
4. Use at least one testimonial
5. Sprinkle your text with benefits - not features
6. Use a fax back coupon (this in itself will double
your response!)
When you adopt this
approach your broadcast fax will look just like a
newspaper editorial. And that's why it's so
successful. People find it almost irresistible to
read!
Success Format Two - 'Personal Memo' Fax Broadcast
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This success format
simply uses your current fax template that you send
to people on a daily basis. It's just like you are
sending a personal fax message to a customer/client.
Follow these simple steps…
1. Your benefit
headline goes in the 'Subject Line'
2. Your fax is written as you'd write a personal
letter
3. Indent the start of every paragraph
4. Sign the fax yourself at the bottom
That's all there is
to it!
Believe me these
Broadcast Fax Success Formats are very powerful. Of
course there's more to it than just selecting the
correct format, but your success will increase when
you adopt either of these approaches.
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.
Fax broadcast is one of the most
underused POWER Marketing Tools I come across.
Very few people
appreciate the benefits of fax broadcast. In fact
most service providers shy away from using this
marketing tool because of the negative feelings it
can bring (or they assume it can bring!).
However, when it's
done right - you'll surprise yourself at the results
it generates.
Here are the secrets
behind successful fax broadcast...
1. There are two
successful formats for your fax...
· Three column
editorial style - this is characterized by a benefit
written headline across the top of the fax and three
columns of text. This is my preferred approach,
mainly because you can cram more information in.
· Sales letter - use
the principles of successful sales letter writing
and apply it to your fax (no more than 2 pages
though!).
2. Like always, your
headline is the key to response.
3. Choose two of your
most appealing headlines.
4. Test your top two
headlines. I would suggest a test volume of no more
than 2,000. This means you can test one headline
against the other with 1,000 each.
5. ALWAYS give people
an option to be taken off your list. Just write the
following across the bottom of your fax...
"If you wish to
have your fax number removed - please fax your
request to XXXXX."
6. An example would
be... o be removed fromthis list, please call
888-XXX-XXXX.
7. You can either
send the faxes yourself with fax software, or
more simply use a fax broadcast service.
8. Good times to send
your faxes are between 11am and 3pm, but test the
'off-peak' times such as weekends and evenings. Your
cost will be less, but in my experience response
tails off too much. Nevertheless it's definitely
worth a quick test.
9. Get ready for the
response. Typically you can expect to receive from
0.5% to 5% using this approach. Even at the lower
end you could achieve substantial profit from using
fax broadcast.
Don't forget when you
use fax broadcast your overheads are
reduced dramatically - no postage, no printing, and
no set up
cost.
Fax broadcast is one
of the real 'gems' of POWER marketing. It is
extremely quick and very cheap to carry out a fax
broadcast campaign. As long as you adhere to the
local and national fax broadcast laws you'll be
fine.
Incidentally using a
fax broadcast service will ensure your campaign runs
within the laws, which in itself is a good enough
reason to use a fax broadcast service.
You really will be
surprised at the results fax broadcast will achieve
for you and your service business. Go for it. Or as
Nike say 'Just Do It!'
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