Is It Time To Put Fax Marketing Out To Pasture?

The term “home invasion” may have taken on an entirely new meaning.

As a small business owner, how do you feel when you receive a solicitation fax at home at 3:00 a.m.?

“It’s okay, guys. It’s just the fax machine. There’s no need for alarm. Just go back to bed. No, honestly, no one died.”

If you work in a remote location, you may arrive at the office the next morning only to find that your fax machine has been busier than you’ve been all evening.

How fair is that?

I have a friend who has a well-paying job at a medium-sized company. He manages and supervises a sizeable staff. He also has the misfortune to be seated closest to the fax machine. His unofficial role is to “sort the wheat from the chaff” in terms of faxes. For every 50 pages he throws into the garbage, perhaps one or two pages are of real value to his company.

I’ve never told him this, but I suspect the latter is the real reason his company pays him such big bucks.

As a small business owner, my resources for office items like paper and ink are closely budgeted. Imagine my glee when I receive numerous faxes from companies advertising their discounts on paper and ink. Could they be creating their own demand so they can provide the supply?

I recently performed an informal survey amongst my fellow small business owners as to how they felt about fax marketing. A common response was that fax marketing was so ’90s. I have to agree. It’s a “home invasion” that we can’t control.

Unlike emails and flyers that can be deleted or thrown in the garbage, marketing faxes use up the recipient’s material resources. It’s a form of marketing that takes a chunk out of one’s prospects right up front, before they’ve even decided whether or not they want to become a customer.

From what I’ve seen, most fax target marketing campaigns aren’t quite that on target. My office is in a building I don’t own. Why do I continually receive faxes offering me paving services?

I have to admit, the latest fax I received did tempt me to contact the sender. It was from a lawyer asking if I wanted to sue someone. I wonder how he’d feel if he knew that “someone” was him?

I do have one positive thing to say about marketing faxes.

They make great paper airplanes.

Developing a Give2Get Marketing Plan

First, let’s take a look at why you need a marketing plan to grow your practice.

If you fail to plan, you’re planning to fail, or at the very least fail to accomplish your desired outcome. I’m positive you have heard this expression before. Most Chiropreneurs would rather sidestep the planning phase and just jump right in and start spending their hard-earned money. Bad move. Very bad move!

Marketing your brand of chiropractic is not something you should be doing in a haphazard, inconsistent manner.

Often I’ll ask a Chiropreneur what they want to achieve with their marketing. Often the response: “I really don’t know,” or “Increase my new patient production.”

Imagine if they were getting ready to go on a vacation but hadn’t stopped to decide “where” they were going. How would they know what to pack? How would they know what kind of transportation would be needed? How would they know how to start? How would they know what direction to go in, or if they were making any progress? They wouldn’t!

In fact, most Chiropreneurs spend more time “planning” their vacations than they do planning their business!

Or, suppose you were a farmer who didn’t know what kind of crop you wanted. How would you know what seeds to plant? What kind of fertilizer to use? You get the idea.

You must FIRST decide exactly what you want to achieve, and then you need to develop an effective plan for achieving it.

It’s no different with your marketing. You must know where you want to go, if you want your marketing to help get you there. It’s so much easier to get someplace once you know where that someplace is and you have a “map” to guide you and keep you on track.

Once you have decided on your destination ( $1,000,000 in collections, 40 New Patients per Month Average, PVA of 40, and Average Visit Income of $50.00, etc.) then you just have to make a plan of how to reach that destination.

If you know where you are going, what the target is, and you have a plan to support your vision, you’ve given yourself an excellent chance for success.

A Marketing Plan is Not a Picture…

It’s a Puzzle

Many Chiropreneurs have an enormous misconception about marketing plans. They’ll say something like, “Can you help me create a marketing plan? I need it by the end of this month.”

They honestly believe that a marketing plan is something that they can put together and then merely follow it and success will be there. It doesn’t work that way.

A marketing plan is not a permanent picture that is created in one sitting. It’s a living, evolving “puzzle” made from matching pieces that are only discovered through “trial and results” over time.

Sure, someone with experience can lead you in the right direction, and make recommendations of things for you to test. But they can’t predict exactly how your particular plan will evolve. Or the results you can expect to receive.

To develop your plan to generate Prospex from your List of Strangers, you have an unlimited number of marketing tactics available to you. You could base your plan on the least expensive tactics by giving talks to Prospex groups, writing articles for your local publications or columns, submitting Media Releases or giving interviews on local or national media.

Or you may elect to focus on building a referral network, or marketing alliances with other like-minded entrepreneurs in your marketplace. Another Chiropreneur may not want to use those tactics and may elect to test low-cost media ads, free-standing inserts, and small mailings directed to his/her target group.

Each Chiropreneur selects the marketing strategies and tactics he or she feels most comfortable with in relation to his/her time, energy, budget and personality. No one else can predict or tell you which is right for you.

One Chiropreneur may have a vision of building his business to a $1,000,000, while another wouldn’t dream of growing beyond $500,000. Each calls for a different marketing plan.

Whichever tactics any of these Chiropreneurs choose, they will be “testing” them to determine if they are appropriate and effective for reaching their particular Prospex. They must then test their Prospex Generating Offers with those tactics until they find a match.

When you know that you have the right strategy and tactics, then it is just a matter of testing your offers to those Prospex. If you test one and it doesn’t work, you try another, and another until you get the results you want.

That’s how puzzles and successful marketing plans evolve. As you grow and as your marketplace changes, your plan must change. You will be continually looking for new opportunities and you’ll have to test your marketing tactics to find the right ones to achieve the highest levels of success.

Protective Clothing in the Food and Hospitality Industry

These substances can contain dangerous bacteria if not washed off properly before touching anything else. For this reason, chefs need to wear protective clothing at all times when working in the kitchen, such as chef coats and chef aprons, as well as other protective gear like shoes, gloves etc.

The type of clothing that is considered “protective” is usually made from natural fibers such as cotton or wool so that the heat from being near hot liquids won’t cause any burns. This clothing can also include aprons which cover most of the body so no part of the skin is exposed.

Protective clothing makes it easy for people to keep their clothes clean and hygienic at all times while working around food products. By wearing protective clothing, the risk of spreading disease or bacteria can be greatly reduced. Protective clothing should always be worn when handling food items like raw meat or eggs as well as cleaning up after these foods have been prepared.

Such things as chemicals used in the food preparation industry should also be taken into consideration when it comes to protective clothing. Food workers may need gloves made out of rubber or latex so that they are protected from any harmful chemicals used for cleaning purposes. These types of clothes help reduce risk and increase comfort while working with hot liquids, chemicals, raw meats & eggs as well as other products where hygiene is a priority.

When dealing with foods like this there’s always a high chance of spreading bacteria or disease because at times people don’t wash their hands before handling food and this can cause contamination and food poisoning. As well as this, there’s always the risk of injury when using sharp objects like knives or other utensils that can result in cuts and bruises.

The clothing you wear for food preparation purposes should be made from durable fabrics which are comfortable to move around and work in, while still providing a barrier between your skin and potential dangers. When it comes to buying protective clothing (such as chef hats for sale by uniform suppliers), make sure that you buy garments that have been tested by recognized bodies in order to ensure their safety before putting them into practice yourself in either home, commercial or industrial environments where health & hygiene is a priority when cooking meals for others.