When designing a piece of fax promotion or a fax mailer (or indeed any type of advertising) you must remember that you need to make a really positive impact and get the information you are trying to convey across in an easy to read format. 

When a prospect receives your promotion - whether it is a fax, email, leaflet or direct mailer you want a reaction. That reaction (or outcome) needs deciding upon before you make the decision on what your promotion looks like so that the design can push people in the direction you want them to go.

When someone picks up your fax you want them to do something - maybe pick up the phone, or fax back to you or maybe go to your website. Whatever your aim bear this in mind with the design you come up with! 

Here are the eight elements every piece of fax promotion or any type of promotion should have:

 

1. A clear, bold headline. 

There should be one central message. The best way to achieve that is with a bold, clear headline that's not cluttered up with other data. A good guideline is to have the headline fill up at least 15% of the page.

 

2. A graphic that supports the message.

The graphic or picture should be easy to understand and add to the message the headline is trying to convey. For instance, if you are trying to get people to list their home you would want to show a home with a SOLD sign clearly visible out front. This graphic reinforces the message more than a simple picture of a home. Line drawings work well and when choosing your image remember it is being delivered on a fax so make sure it looks good in black and white.

 

3. Subheads that lead into text.

If you have a couple of paragraphs of text with no lead in, there's nothing to entice people to actually read the copy. A subhead will give people a place to start reading. Maybe ask a question or give a solution - this will encourage the reader to continue.

 

4. Benefits, benefits, benefits.

One of the biggest errors people make in advertising is stating features, rather than benefits. For example, never assume recipients know what benefit can be derived from a lower interest rate on their mortgage. Let them know how their monthly payments will go down.  Make sure you include as many benefits of your products or service that you can without it becoming a sermon.

 

5. The offer. 

An offer is always a good idea and should represent a specific reason to call now, such as "Limited supply" or "Interest rates are climbing" or "for the first 10 respondents to this fax". This will encourage the recipient to act now!

 

6. Your company name and logo. 

Although this needs to be on the fax, it shouldn't overshadow the offer. Customers care most about what you can do for them rather than what your company name is.

 

7. Call to action. 

Tell prospects exactly what you want them to do. "Call today for more information" or "See us online" are two of the most common desired actions.

 

8. Contact information.

Provide your name, phone number, and Web address directly following the call to action. Whatever you ask prospects to do, give them the means to do it easily.

 

If you follow these guidelines your fax promo has a much higher chance of success than copying a letter you have sent out or duplicating you home page on your website.

If you are looking for a design for an Email Broadcast you can follow the guidelines above if you have a product which is visually appealing and would benefit the message with an image.  If your email is advertising a product or service where an image would not enhance it go for a text based message for your emailing.  

We can help you with more guidance if you would like it - just give us a call or contact us .

For ideas just call us on 1800 08 04 01 we are here to help you and your business. 

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