Ok, I've been experimenting with fax marketing, similar to what Peter Bowerman talks about in "Back for Seconds." I've been sending out a few hundred faxes addressed by name each night via mail-merge/fax-merge.

My response has exploded. I picked up 2 new clients a couple days ago with a third on the way. Last week I picked up 14 new leads and one job. I'm now booked up for the next month or so and probably couldn't take another job if I wanted to.

The keys are the list and the letter. And fax marketing makes it very easy to do a split test at no additional cost. Because I have the equipment and programming skills, the marketing has not cost me a cent. Only some minimal time.

You need to have fax-merge capabilities. I found a Word macro online that I tweaked to automate it for me. And I have the database imports and queries all automated. I have a flat-rate long distance service, so no extra phone charges, no matter where I call in the USA. And the targeted list is free as well, courtesy of my library card!

Here's what I did:

Most libraries have access to the ReferenceUSA database (http://www.referenceusa.com), which is updated DAILY and has info on 12 million US businesses, including contact info, annual revenue, SIC codes, and much more information. It also has mailing lists of 120 million US households. ALL FREE. Well, with a caveat...

Libraries pay $6000+ a year to have access. If you have a library card, that's all you need to access it in most cases (check your local libraries...my small Newington, CT library had it). The catch is you can only download 25 of them at a time per search. Then you have to do the search again to get the next 25.

I've found it takes me about a half hour to gather about 500 listings (20 pages of listings at 25 per page). Of those 500, approximately 200 or so have fax numbers AND a contact name, which is important.

Anyway, after I have my 200 or so fax contacts, I import it into my database and do a fax merge (like a mail merge, but with fax). I set it and forget it. For my 4 page letter (cover sheet, 2 page letter, and response page), it takes an average of 3.4 minutes to fax each one from my PC. About 200 recipients is 11.3 hours worth of faxing time. I start it early before I go to bed, and it's finished by mid-morning the next day. I have a dedicated PC I use for this, but it's not necessary.

So each day I spend a half hour getting my list together for that night. I could hire someone to do it cheaper than my time is worth, but I'm not looking to get a 10,000+ list all at once. Just 1/2 hour each day, and I have my list together for that evening's fax.

Right now I'm targeting ad agencies in the NY/NJ/MA area, and next I'll target graphic design firms. In fact, I could target consumers if I wanted to, manufacturers, you name it. And it's all free.

Plus I don't need to worry about stuffing envelopes or stamps. And I've read that most companies will read their faxes before they'll read their mail.

I'm a believer in that now!

Plus, no postage or stamp costs.

It's a numbers game, really, and you can bet the bank on it.

Sure I get 2 or 3 people each day who request me to remove them from my list. But that's out of hundreds.

Now...before you embark on a campaign like this, you should check with your lawyer. There are legal ramifications about unsolicited fax marketing.

But if you've got it covered, it really is an ideal way to turn your copy and direct marketing into a diamond mine for prospects.

Peter Bowerman talks about this in his sequel book, but he left out a lot of things that I had to figure out. I'm thinking about putting together a package with my actual database and queries, Word macro, and step by step instructions on how to do this. If there's an interest, let me know.

All the best,

John

John,

Thanks for creating the new thread... this is good stuff. Thanks for the detailed explaination.

I know how and why you're doing it yourself -- but for those who don't know, I've been able to get my mail-merge faxes sent out by another company for 3.5 cents per page, or less.

Another note... I'm really surprised you're not catching more heat with the 4-page letter/fax. That sounds a bit heavy. Glad it's working for you.

JP

JP,

Yes, 4 pages is a bit much, but I am trying to keep it professional with a 2 page sales letter. Plus cover page and reply page (which I swiped from Bob Bly and modified it for my use).

In fact, here's the letter I'm using. I'll be testing it shortly against another one I'm writing, so I'll see if I can beat this control (this letter was a modification of my original direct mail letter). Ok, the letter...

http://www.marketing-medic.com/pubs/direct_fax.pdf

I've replaced the "@" in my email address with a period, just so you know, so spam harvesters don't grab it.

I've cut back on the faxes for now, because I'm booked solid at the moment. But this campaign was designed to market my services during a lull, and it's been very successful.

I haven't even started targeting corporations yet, but I will when my schedule lightens a little, and I'll post my results here as well.

And please...if anyone else is doing a fax blast campaign, let us know what's working...and not working for you, if you can.

Thanks!

John

Well done, John!

Thanks for sharing the actual document. I've done the same in my other posts of case studies... I think it helps everyone.

Also: Anyone reading this thread might want to read an original thread where I used a similar technique to generate well over $100,000.00 in new business. It will give you some more background information... and some terrific ideas.

See: http://copywritersboard.com/viewtopic.php?t=1077

Enjoy and profit!

Great detail John.

JP, can you post or pm me the info
about the company that will do the
fax blast?

Unlike you I have no idea how to
do a fax merge.

Thanks.

Zachary Romero
www.backdoorcopy.com

John,

First off, thanks for sharing the sample letter.

If fax marketing is something people are concerned about, I've used a similar letter (without the cover page) by mail for a computer consultancy I owned from 1991 to 1999. I worked my way up from 20 to 500 units per week over the same period.

My letter was similar in these ways:
-- Included customer testimonials,
-- Offered a reprinted article,
-- Setup for an appointment or specific assignment,

My letter was different because:
-- It was on letter head in logo envelope,
-- Headline in a Johnson box above subject subhead,
-- Block letter format in windowed envelope,
-- It was sent by postal mail first class,

At 500 a week I had 5 employees and 27 subcontractors very busy, it worked like clockwork ... drop the mailings to be received Tuesday/Wednesday and pick up new proposal opportunities by the next Monday.

I found an ugly looking draft with some notes, but haven't found a complete package to share here. My response rate wasn't great with only 1-2 solid responses each mailing, but with the contract size things were profitable.

Anyway, between your note here and JP Maroney's seminar results there shouldn't be a regular reader who isn't busy with assignments.

Sincerely,

Justin

The company is at: http://www.unixusa.net/
I work with a guy named "Earl."

Use my name... not sure if it'll help -- but it might help me the next time I use them.

I don't know. To me faxing is worse than spam. I think it's underhanded. You got 2 new customers. You probably ticked off a few hundred people. And cost them money.

This is all very intriguing, but I was under the impression that blasting unsolicited 'sales' faxes to businesses was illegal, or close to it.

John, you didn't get irate feedback from any of your fax recipients? If not, I'm really surprised.

I can't help but be wary of this; it sounds too simple. Also, doesn't it cost businesses money to receive incoming faxes? I'm not really sure how that works.

I got more than 2 new customers, and I got many leads. Yes, it costs them a couple of pennies in paper and fax toner. But everytime you mail a letter, you are also costing them money. Someone has to read the letter, and that costs their hourly wage / time to read and act. The same goes for cold calls.

You can tick off people mailing letters and cold calling, too.

Bottom line is that I'm providing a valuable service, and I'm just letting them know about it.

I'm not saying it's for everybody. And you have to proceed carefully. In Peter Bowerman's book, the guy said he faxed to 10,000 over a 2 week period. I was only faxing to a hundred or 2 a night for a week or so. Not even close to that many.

In fact, I've stopped for now because it achieved my desired results. If you find it to be "underhanded," then don't do it!

John