Most properties have brochures. They tend to be slick, colorful and ready to mail or hand out, but more and more people are asking to have them faxed. This is especially true at the smaller properties.

Faxing brochures presents special problems. I can't tell you how many times major companies (even those selling fax services) have faxed me a brochure not realizing how bad it looks.

First, you should consider preparing a separate piece that works well over the fax. The pages should be 8.5" by 11". That way, if someone has a plain paper fax, the end will not spill onto a separate page. This happens a lot!

Next, color does not fax well. Your piece should be done in black and white. Other colors tend to show up as black, loosing the intended effect. When you are all through, fax it to a couple of friends so that you can see how it looks at the other end. Remember that your customer's fax may not be as good as yours.

One other thing to consider is having your fax prepared as a graphics file. Then you can use a fax modem in your computer. This will greatly increase the quality of the fax at the other end. Most distortion takes place when your fax scans the document. You can also use your fax modem to send the brochure to a number of people at the same time.