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Eight tips on using faxshots

1.       Use urgency so the recipient understands why your message has been sent via fax e.g. use a time-dated offer, or hurry or just a few places left, etc.

2.       Keep your fax to one page

3.       Offer an incentive to respond quickly

4.       Customise the fax by adding information that reflects the recipients market, position or information requirements. Mail merge in information from your database. Better still hand-write on a personalised "PS"... this is very acceptable on a fax and will convey a genuine feel.

5.       Incorporate a section form in your fax

6.       Be professional and include '[ ] Please tick this box if you are not interested so we don't bother you in the future." (If this happens then send them the attached fax once you have deleted them.) NB: You usually get these back first

7.       If you are faxing to sole traders and partnerships, make sure that the list has been cleaned so that people who have been registered with the Fax Preference Bureau have been taken off

8.       If you are using a bureau and sending them a list of your fax numbers, let them know you have "seeded the list" i.e. included a fictitious company with a fax number known to you - so they don't reuse or sell the data to anyone else!

Four ideas for using faxes

1.       Use faxes with people you already know e.g. to chase up prospects... "Help! Can you let us know if you got the information we sent you? Please advise because if we don't hear from you in 24 hours, we will assume you didn't and bike over/send you another copy." (They may feel guilty about putting you to all that trouble.)

2.       Use faxes to clean databases. Send your fax to the receptionist.... 'Can you help?' ( I have attached a template that you can edit and use)

3.       Use faxes to distribute a weekly "news" bulletin containing clippings of items that you have spotted that are of interest to your key customers and contacts

4.       Uses faxes rather than cold calling. Try an "intensity fax approach":

• Day 1: Phone and check details
• Day 2: Fax to confirm you are sending a something (a booklet, video, etc )
• Day 3: Fax to say it should arrive the next day
• Day 4: Fax to let the receptionist or postroom know its coming and what to do with it.
• Day 5: Phone them (add in a bonus if they opt to register within 24 hours).

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