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Fax Marketing : Reaching a New Niche of Customers
By Chris Bradley
Traditional marketing and advertising assumes that all of your
customers are traditional people. Even newer technologies like email
assume that the best way to reach people is when they are at their
computers. But think about it ¨C there are plenty of people who move
around and work on the go. Checking email may be a lower priority,
and may be a task they only tend to once a day, once a week, or
whenever they get around to it. When your target customers aren¡¯t
checking their email, your email advertisements aren¡¯t being seen.
Fax marketing can help reach this niche of customers by matching
their fast-moving, real-time work style.
Fax Marketing Can Uncover Hidden Sales
Your fax marketing will tap into the hidden sales that can come from
these people on the move because a fax is something physical, and
seems to command a sense of urgency by its nature. Think about it.
When you see a fax machine generating a fax printout, you assume
its urgent. Your natural urge is to grab the fax off of the machine, and
read it to see what¡¯s up. A paper fax just can¡¯t be ignored as easily
as other electronic communications, like email and voicemail which
can be stored and considered later. This is why fax marketing is
perfect to get your message noticed, because if you can just get
enough people to take a second and read what you have to say, the
law of numbers says that a certain number of them will turn into
sales.
A paper fax marketing message can¡¯t be easily stored for later
reading by your target customer like an email either. Your customer¡¯s
tendency, if they want to follow-up in response to your fax
communication, is to keep the fax on their desk or other place in front
of them, because most people are worried about ¡°out-of-sight, out-
of-mind¡±. This means your message will be sitting right in front of
your target customer, while your competitors email or voicemail
messages float around in electronic storage, forgotten until a later
time. When the customer gets in a buying mood, guess who they¡¯ll
remember?
Don¡¯t pass up these incredibly lucrative niches of potential customers
who are often bypassed because traditional email and voicemail
don¡¯t match their on-the-move work style. Hit them with your fax
marketing, and you¡¯ll guarantee that you¡¯re the one they¡¯ll remember.
A paper in the hand is worth a hundred emails in the electronic in-
box.
About the Author
Chris Bradley is V.P. of http://www.3cent-fax-broadcast.com where they help business save money and increase profits with their do it all fax service, where they do all the work and you can concentrate on your business.
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| Some other articles by Chris Bradley | |
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