A discussion about sales, sales tips and advice, and about those who land the deal

 Think fax is dead? Think again. In business to business, there’s nothing like it for getting your message through.

While fax machines don't get as much of a workout as they used to, most offices still have them.  Take advantage of that! 

But you have to change your approach just a little. Instead of a short punchy ad, you need to write a short letter.

Think about it for a minute.

What happens when a personally addressed letter arrives on the fax machine at a business? That’s right, it gets hand-delivered, right to the desk of your prospect.

Now, how many faxes like that do you think the average prospect gets? Precious few compared to direct mail, and e-mail. Unlike direct mail, again he or she doesn’t even have to bother to open it before reading your benefit-laden headline. And unlike e-mail, you can use fax to make an initial contact (some local restrictions may apply).

Again remember, your copy should sell them on the value of your report, not your product or service just yet.

Be sure to target your audience carefully. This could be something as simple as selecting only the section of a trade directory that is directly relevant to what you’re selling, or it could mean something as sophisticated as using “selects” made available through a list broker.