Every business should know that aside from providing quality products and services their only chance to stay afloat is if they are able to sell themselves via promotions. However, advertising can be a challenge in a world where web ads are usually blocked, direct calling is considered to be a bother, and fliers and emails are automatically thrown into the trash. This is why businesses often ask the question: ‘Is there any way to attract the clientele without alienating them?’
Actually, there is, with fax blasting – or fax broadcasting – that can not only draw customers’ attention to what the business is doing but is also capable of encouraging them to contact the company and, if the right buttons are pushed, even lead to them purchasing something. Still, fax blasting is a delicate process and it needs careful preparation and execution to make sure it has the desired effect.
Why Is Fax Blasting Successful?
The best marketing is the sort that manages to draw the focused attention of its targets, and it’s this reason why fax blasting can work because the message is broadcasted via a platform that, similar to instant messaging apps and SMS texting, cannot be ignored thanks to its attention-demanding nature. Due to this – and the fact that fax is also a physical medium – it’s more likely that recipients will at least take a quick look at what they were sent. And yes, those couple of seconds is more than enough for a good promotional fax to successfully land its message.
In addition to that, fax broadcasting is inexpensive regardless of the kind of service that is preferred. This cheapness is especially true for online fax services that, despite limiting the maximum number of recipients to a few dozen in order avoid occupying the fax line for too long, is capable of providing hundreds if not thousands of free pages for all of their subscribers.
How to Use Fax Advertising Correctly
The Fax Broadcasting List
It’s tempting to just spread the fax ad like wildfire, but true professionals will always determine their target audience first and only then obtain the corresponding fax numbers. Admittedly, the hunt for potential clients on public sources can be tedious, but it’s something that can overlooked completely by either outsourcing the task or by purchasing a so-called fax mailing list that contains the fax numbers of potential clients who don’t mind receiving fax ads. Once those numbers are in your possession, creating your own fax broadcasting list takes only a matter of minutes.
Removing fax numbers from your list, however, is an entirely different ordeal. Indeed, according to the law on fax spam, companies are obliged to remove any fax number within 30 days of a request once the client has officially unsubscribed via any of the free communication channels – which are even required to be indicated on the fax ad itself. Granted the law is strict on this, but it’s no joking matter; in fact, businesses sending out unsolicited fax advertisements could end up with a fine of up to $1,500 per fax.
The Fax Ad
The first thing to remember is that fax is a pretty limited medium, so the ad has to be legible and look spectacular when printed. To achieve the best effect, it’s highly recommended to use the simplest of images and plain text, the size and fonts of which can and should be changed to give the fax a more distinctive appearance.
However, it’s not the appearance that’s the trickiest part but the message itself. Simply put, the fax promotion is a teaser that, aside from giving out only the most necessary information about the offer, should be tempting enough for readers to contact you. This is best achieved by including a call to action – i.e. a limited-time offer – or promising a reward in exchange for interest from the recipient.
Testing and Execution
Even if both the fax blast list and the message itself are ready to be used, the process shouldn’t be started immediately. Instead, it’s highly recommended to first send a test fax to a familiar fax number to judge its potential and only then start the fax ad campaign once it has been confirmed that the fax will go through and that the message is clear and requires no finetuning.
But even when the actual fax blasting is in process it’s still best to make sure that everything is going according to plans. Thankfully, online faxing solutions can send confirmation messages to the account manager and to any associated email addresses informing you of the success of a transmission, meaning you can step in if necessary.