Fax broadcasting tips and techniques

Using the humble fax as a marketing tool is powerful: your message reaches your target market simply, instantly and cost effectively, and it is not subject to the delete button. Getting your fax broadcasting campaigns right can enhance your offering, increase conversion and ultimately revenue.

Consider your headline

Getting the attention of the reader upfront enhances your message and your conversion. Research the headlines that work for your industry or target market. Keep them short, to the point, and make them invoke interest immediately.

Make the offer clear and easy to read

Use headings and paragraphs — readers generally scan the page. Key messages that are easy to read help the recipient understand whether your offer applies to them, and whether to pass it on. People are on average time poor; don’t waste their time.

Have a simple call to action

Once the reader understands what your product or offer is about, there should be an obvious way to take the next step: a phone line to call, a number to fax back on, or a website to visit.

Do not use colour

The fax is sent as black and white, and a fax machine will generally do a poor job of emulating colour with interspersed black and white dots that consume ink and look bad. Even shades of grey are best avoided. Stick to pure black and white.

Avoid complex images

Images take longer to transmit and print, and use more ink at the receiving end. A fax is a low-quality document, so a photo or high-quality image loses much of its detail in transmission.

Keep fonts to a reasonable size

Ten points or higher, and Arial or Verdana generally produce the best result. Less information is better: if the receiver understands your message quickly, give them more through the call to action.

Check the quality of your fax

It reflects on you, your brand and your image. Make sure there are no spelling errors, difficult acronyms or grammatical errors, and write for your target market. The fax is an extension of your brand.

Avoid white writing on a black background

It uses an excessive amount of ink on the receiving machine, and you will likely lose in goodwill what you gain in text clarity. You are more likely to get a negative reaction to your fax.

Following these tips will increase the effectiveness of your broadcasting and marketing campaigns. More on the advantages of fax broadcasting or the process.