There are two approaches that I made. One regarding fax campaigns and one regarding email campaigns. The fax campaign is for the small business, more casual: construction companies, towing companies, trucking companies. Conversely, the email is written with the suit in mind. Let me explain.

The fax campaign is written to appeal to the woman working the secretarial desk or reception, the one that might be the most frequent to the fax machine. She's the one that it thinking if I save the boss $3000 a month there's room for a bonus or a promotion. It happens all the time. What better way that to appeal to someone like that. At the same time, faxes are notoriously cluttered. They're garish, unappealing and so obviously junk faxes promoting trips or tickets. They're mixed in with the important info and filed directly into the recycling machine. The appeal of the fax is in direct simplicity. It is the war poster of the marketing world. It's propaganda. The fax should tell you how you benefit. Right here. Right now. Make the call.

The email campaign is more savvy. It's for the people that want an RSS feed. The alert, attentive computer user that has the time to quickly scan the email for things of importance. A link to the website that contains the direct-mail style campaign is featured. The reader is enticed by sincerity of the email, it's direct and seemingly honest. We thank you for your business and soon we will be offering more...