Fax broadcasting, also called fax blasting, is a highly effective form of advertising if executed correctly. Fax broadcasting allows a company to instantly deliver targeted marketing messages to a large audience for an incredibly low price.
Fax broadcasting is a way to get real, physical promotional messages into the hands of your target audience at a cost of about 96% less than sending information through the mail. Blasts of up to 1000 faxes, complete with statistics, can cost as low as $40 with price breaks on larger quantities.
The two most critical factors in ensuring a successful fax broadcasting campaign are the accuracy of the fax mailing list and the quality of the marketing message. Define the recipient’s specific action
Too often people send out marketing messages hoping that customers will react in a way that benefits the company. Before you even start creating your message, ask yourself: What precise action do I want a recipient to take after reading my message? Will they call a number for more information? Fill out a form and fax back to receive a special free report or bulletin? Or perhaps file the fax in a specific folder in their filing cabinet for future reference?
Include a call to action
Make sure to include your specific call to action on the page.
Designing the content
A fax broadcast should be eye catching and encourage the recipient to pick it up and read it after just a glance. Include different sized fonts to accomplish different goals. Use large fonts for brief bursts of relevant yet intriguing text to catch the reader’s attention. This not only stops you from crowding your fax broadcast with text, but also engages the prospect.
Fax Broadcast layout and design
Give the page adequate margins. iStockPhoto.com offers more than half a million professional images for just $1 per image.
Test your Message
“What problem does this company’s product or service solve?” or “What action will I take after reading this offer?” Find or Create a Targeted Fax Mailing List
To accomplish this you can purchase a fax mailing list, create your own custom list by gathering info from company websites, or hire someone to collect the information for you. A quality fax broadcasting service will offer statistics to let you know how many were delivered successfully so that you can fine tune your mailing list.
Fax broadcasting can be an extremely effective marketing tool, especially for small businesses on a budget that need to make a big impact quickly. By designing your fax broadcast effectively, you can easily expand your reach and grow your business.
A. How To Manipulate Website Visitors
Websites are vehicles for communicating content to an audience as well, and like your favorite television show, or evening news, that communication is not neutral; it comes with an agenda and that agenda should be yours.
If your website designer is not developing your site within a framework created to communicate your marketing information, then you are not getting the website you need. If your website designer is merely a technical programmer and not a communicator then you have picked the wrong supplier.
You are manipulating your presentation to your advantage. Like it or not that's the job of a professional website designer: to skillfully influence an audience to the website owner's advantage.
Bad Websites Use Technical Solutions to Solve Communication Problems
Website designers constantly hear complaints from business owners and marketing executives that their websites are underperforming and their ROI is anemic. This is not surprising when so many websites are developed based on attracting traffic rather than skillfully influencing audience opinion. As a consequence there are lots of technical website programmers creating ineffective communication solutions. Professional website designers must be expert communicators practiced in the art of skillful message manipulation and communication delivery.
Defining An Appropriate Website Agenda
In order for your website to be an affective marketing communication vehicle it should be build around an agenda that accomplishes the following tasks:
1. Attract interest
2. Focus attention
3. Convey attitude
4. Enhance understanding
5. Generate confidence
6. Stimulate desire
7. Motivate action
Attract Interest
If you check your website logs and find that people are leaving your site as fast as they are arriving, then you have an problem. All that time and effort you spent on optimizing your site for the search engines to attract visitors is wasted if those visitors don't stay long enough to get your marketing message. Visitors will leave your site within seconds if your splash page is confusing or irrelevant to their needs. Your initial contact with your audience must capture their attention by quickly establishing that you are the source of the information, products, or services they are looking for.
Focus Attention
Once you've established that your site has the information your audience wants, you must make it easy for people to find it. Information, products, and services must be organized for quick access and easy navigation between options and alternatives.
Enhance Understanding
Rather than designing the presentation of your information for search engine robots, design it for human understanding. If you want to see the future of the Web visit Wyeth's menopause related website at http://www.knowmenopause.com. This site provides visitors with the option of going to a text-based version that is index-able by search engines and where visitors can print-out the material; and a multimedia version that features video presentations by doctors discussing the medical issues, and interviews with ordinary women discussing their personal experiences.
Generate Confidence
Since the Web is a remote environment, it is important to create confidence in your company and the products and services you provide. It never fails to amaze me how many websites fail to provide this kind of information. If you don't provide proper contact information, it looks like you have something to hide.
As mentioned in 'enhancing understanding', relating to people with people is critical in building confidence. The Wyeth knowmenopause.com site does a brilliant job of providing expert video advice from qualified professionals as well as video commentary from average people relating their personal experience with the subject matter.
Convey Attitude
Every business has a personality that is conveyed to clients through their experiences with that company. If you are relying on your website as your main point of customer and prospect interaction, then your website has to present an attitude that is appropriate for your audience. This attitude can be conveyed through the graphics, copy, and multimedia presentation of the information, products and services you provide. People buy much of what they buy based on emotional and psychological desire rather than functional need. Part of your website's job is to create the emotional and psychological desire for the product in question.
Motivate Action
Your website should also be designed to motivate people to action but don't construct your site to limit that action to a sale or nothing. What you want to do is get website visitors to do something, anything that demonstrates some interest.
Communication: Turning Content Into a Memorable Experience
In order to achieve your marketing goals you need to know how to manipulate, or if you prefer, 'seduce' your audience to your advantage using the seven tools of website persuasion.
1. Position
Web-pages are usually made-up of similar types of information. Standard page elements include:
i. Header information - such as logo, company name, address, and basic contact information;
ii. Navigation elements - so visitors can find what they need;
iii. Content - such as text, graphics, audio, and video;
iv. Sidebar information - that might include additional information or links that relate to the content or advertisements, and;
v. Footer information - that might contain further contact or copyright information.
The positioning of these elements is critical to the comprehension and retention of your information and marketing message. Various usability studies carried out in the USA and Great Britain have tracked the eye movement of website visitors. These studies help the designer place the various page layout elements on the screen to produce the maximum effect.
Most studies are fairly consistent with their eye movement tracking results:
i. Middle-Center: Visitors first focus on the center of the page searching for content that is anticipated;
ii. Top-Middle to Right: Eyes then move back to the top of the screen and move from the center to the right scanning for further navigation elements or additional company identification information;
iii. Middle-Center: Eyes then move back to the middle of the screen scanning for relevant content;
iv. Right-hand side: Eyes then move to the right side of the screen looking for additional information or sidebars;
vii. Size: The size of the various elements will obviously draw attention to, or away from particular information.
Color
The use of color is another obvious feature that draws attention to particular information; color also conveys personality, mood, and image. Blue, silver, and green are calming colors that convey a cool if somewhat remote image. Reds tend to convey a sense of excitement and boldness, while yellows are bright and friendly.
Shape
The shape of elements is another way to draw attention to particular information or content.
Sound
Web-audio is the most cost-effective multimedia-format for delivering large amounts of complex information or instructions to website visitors. Web-audio not only delivers the information in a meaningful, compelling, entertaining, and memorable way, but it also helps establish a corporate personality and image.
Movement
Movement will also help attract and direct attention to certain aspects of your website. By far the best way to incorporate some action on your site is with Web-video that uses a Web-host to present information or direct visitors to where they want to go.
Style
The visual style of your site not only directs attention and focus but it also helps establish your personality and how it relates to your target audience. Your website style will help create the attitude aspect of your website presentation.
B. How to Choose the Right Web Designer to Help You Grow Your Profits
If you make the right decision and choose a web designer in Essex to grow your profits it can change your business forever.
Your business website can earn you a lot of money if it is built right, but not every web designer knows what it takes to make a professional business website that is going to convert visitors into paying customers.
If you want to save yourself a whole lot of hassle, time and money choose a website designer that knows and understands Internet Marketing and Search Engine Optimisation.
When choosing a web designer to help you make a professional business website consider the following:
Do not rush into getting a web designer in Essex, your business website can be an integral part of your marketing mix, I suggest you hire a website designer who can help you make your site a profitable investment for years to come.
Do you want to know exactly how to choose a website designer who is perfect for your business and can help you increase sales with a good website?
Fax broadcasting is a way to get real, physical promotional messages into the hands of your target audience at a cost of about 96% less than sending information through the mail. Blasts of up to 1000 faxes, complete with statistics, can cost as low as $40 with price breaks on larger quantities.
The two most critical factors in ensuring a successful fax broadcasting campaign are the accuracy of the fax mailing list and the quality of the marketing message. Define the recipient’s specific action
Too often people send out marketing messages hoping that customers will react in a way that benefits the company. Before you even start creating your message, ask yourself: What precise action do I want a recipient to take after reading my message? Will they call a number for more information? Fill out a form and fax back to receive a special free report or bulletin? Or perhaps file the fax in a specific folder in their filing cabinet for future reference?
Include a call to action
Make sure to include your specific call to action on the page.
Designing the content
A fax broadcast should be eye catching and encourage the recipient to pick it up and read it after just a glance. Include different sized fonts to accomplish different goals. Use large fonts for brief bursts of relevant yet intriguing text to catch the reader’s attention. This not only stops you from crowding your fax broadcast with text, but also engages the prospect.
Fax Broadcast layout and design
Give the page adequate margins. iStockPhoto.com offers more than half a million professional images for just $1 per image.
Test your Message
“What problem does this company’s product or service solve?” or “What action will I take after reading this offer?” Find or Create a Targeted Fax Mailing List
To accomplish this you can purchase a fax mailing list, create your own custom list by gathering info from company websites, or hire someone to collect the information for you. A quality fax broadcasting service will offer statistics to let you know how many were delivered successfully so that you can fine tune your mailing list.
Fax broadcasting can be an extremely effective marketing tool, especially for small businesses on a budget that need to make a big impact quickly. By designing your fax broadcast effectively, you can easily expand your reach and grow your business.
A. How To Manipulate Website Visitors
Websites are vehicles for communicating content to an audience as well, and like your favorite television show, or evening news, that communication is not neutral; it comes with an agenda and that agenda should be yours.
If your website designer is not developing your site within a framework created to communicate your marketing information, then you are not getting the website you need. If your website designer is merely a technical programmer and not a communicator then you have picked the wrong supplier.
You are manipulating your presentation to your advantage. Like it or not that's the job of a professional website designer: to skillfully influence an audience to the website owner's advantage.
Bad Websites Use Technical Solutions to Solve Communication Problems
Website designers constantly hear complaints from business owners and marketing executives that their websites are underperforming and their ROI is anemic. This is not surprising when so many websites are developed based on attracting traffic rather than skillfully influencing audience opinion. As a consequence there are lots of technical website programmers creating ineffective communication solutions. Professional website designers must be expert communicators practiced in the art of skillful message manipulation and communication delivery.
Defining An Appropriate Website Agenda
In order for your website to be an affective marketing communication vehicle it should be build around an agenda that accomplishes the following tasks:
1. Attract interest
2. Focus attention
3. Convey attitude
4. Enhance understanding
5. Generate confidence
6. Stimulate desire
7. Motivate action
Attract Interest
If you check your website logs and find that people are leaving your site as fast as they are arriving, then you have an problem. All that time and effort you spent on optimizing your site for the search engines to attract visitors is wasted if those visitors don't stay long enough to get your marketing message. Visitors will leave your site within seconds if your splash page is confusing or irrelevant to their needs. Your initial contact with your audience must capture their attention by quickly establishing that you are the source of the information, products, or services they are looking for.
Focus Attention
Once you've established that your site has the information your audience wants, you must make it easy for people to find it. Information, products, and services must be organized for quick access and easy navigation between options and alternatives.
Enhance Understanding
Rather than designing the presentation of your information for search engine robots, design it for human understanding. If you want to see the future of the Web visit Wyeth's menopause related website at http://www.knowmenopause.com. This site provides visitors with the option of going to a text-based version that is index-able by search engines and where visitors can print-out the material; and a multimedia version that features video presentations by doctors discussing the medical issues, and interviews with ordinary women discussing their personal experiences.
Generate Confidence
Since the Web is a remote environment, it is important to create confidence in your company and the products and services you provide. It never fails to amaze me how many websites fail to provide this kind of information. If you don't provide proper contact information, it looks like you have something to hide.
As mentioned in 'enhancing understanding', relating to people with people is critical in building confidence. The Wyeth knowmenopause.com site does a brilliant job of providing expert video advice from qualified professionals as well as video commentary from average people relating their personal experience with the subject matter.
Convey Attitude
Every business has a personality that is conveyed to clients through their experiences with that company. If you are relying on your website as your main point of customer and prospect interaction, then your website has to present an attitude that is appropriate for your audience. This attitude can be conveyed through the graphics, copy, and multimedia presentation of the information, products and services you provide. People buy much of what they buy based on emotional and psychological desire rather than functional need. Part of your website's job is to create the emotional and psychological desire for the product in question.
Motivate Action
Your website should also be designed to motivate people to action but don't construct your site to limit that action to a sale or nothing. What you want to do is get website visitors to do something, anything that demonstrates some interest.
Communication: Turning Content Into a Memorable Experience
In order to achieve your marketing goals you need to know how to manipulate, or if you prefer, 'seduce' your audience to your advantage using the seven tools of website persuasion.
1. Position
Web-pages are usually made-up of similar types of information. Standard page elements include:
i. Header information - such as logo, company name, address, and basic contact information;
ii. Navigation elements - so visitors can find what they need;
iii. Content - such as text, graphics, audio, and video;
iv. Sidebar information - that might include additional information or links that relate to the content or advertisements, and;
v. Footer information - that might contain further contact or copyright information.
The positioning of these elements is critical to the comprehension and retention of your information and marketing message. Various usability studies carried out in the USA and Great Britain have tracked the eye movement of website visitors. These studies help the designer place the various page layout elements on the screen to produce the maximum effect.
Most studies are fairly consistent with their eye movement tracking results:
i. Middle-Center: Visitors first focus on the center of the page searching for content that is anticipated;
ii. Top-Middle to Right: Eyes then move back to the top of the screen and move from the center to the right scanning for further navigation elements or additional company identification information;
iii. Middle-Center: Eyes then move back to the middle of the screen scanning for relevant content;
iv. Right-hand side: Eyes then move to the right side of the screen looking for additional information or sidebars;
vii. Size: The size of the various elements will obviously draw attention to, or away from particular information.
Color
The use of color is another obvious feature that draws attention to particular information; color also conveys personality, mood, and image. Blue, silver, and green are calming colors that convey a cool if somewhat remote image. Reds tend to convey a sense of excitement and boldness, while yellows are bright and friendly.
Shape
The shape of elements is another way to draw attention to particular information or content.
Sound
Web-audio is the most cost-effective multimedia-format for delivering large amounts of complex information or instructions to website visitors. Web-audio not only delivers the information in a meaningful, compelling, entertaining, and memorable way, but it also helps establish a corporate personality and image.
Movement
Movement will also help attract and direct attention to certain aspects of your website. By far the best way to incorporate some action on your site is with Web-video that uses a Web-host to present information or direct visitors to where they want to go.
Style
The visual style of your site not only directs attention and focus but it also helps establish your personality and how it relates to your target audience. Your website style will help create the attitude aspect of your website presentation.
B. How to Choose the Right Web Designer to Help You Grow Your Profits
If you make the right decision and choose a web designer in Essex to grow your profits it can change your business forever.
Your business website can earn you a lot of money if it is built right, but not every web designer knows what it takes to make a professional business website that is going to convert visitors into paying customers.
If you want to save yourself a whole lot of hassle, time and money choose a website designer that knows and understands Internet Marketing and Search Engine Optimisation.
When choosing a web designer to help you make a professional business website consider the following:
Do not rush into getting a web designer in Essex, your business website can be an integral part of your marketing mix, I suggest you hire a website designer who can help you make your site a profitable investment for years to come.
Do you want to know exactly how to choose a website designer who is perfect for your business and can help you increase sales with a good website?
0 comments:
Post a Comment