The fight to save and grow the auction industry is in the hands of us who market in it every day. Our success will require us to step out of our perspective, our conveniences, our assumptions. Our jobs will most likely continue to require more steps and a wider skill set. I’m in this, too. To maintain value for my clients, my responsibilities, packages, and services have changed over the past years. Have you found that to be true? If not, how long do you think your status quo will serve you well?
Confronting Public Perception
Social Media Monetization
If I had a dollar for every time I saw or heard the words social media, my wife and I could go on an international vacation—and I don’t mean Canada. I’m sure the same holds true for you. Websites like Facebook and Twitter and YouTube are touted as marketing gold mines, the future of advertising, the magic answer for harvesting clients out of thin air.
Improving Proposal Presentation
Having helped auctioneers with proposals for over a decade, I’ve found that many auction proposals follow similar outlines and use similar selling points. So, how do you separate your plan from the competition’s one?
The way you present it.
Our culture is becoming more and more visually stimulated and educated; and your marketing materials need to reflect that—especially your proposals.
Your Brand as a Filter
or years, I’ve rolled my eyes at mission statements and the like, especially the ones that get posted on store walls or printed in company brochures. I don’t really care what a company’s mission statement is. If your customer service and marketing already exemplify it, I already know your vision and values. If they don’t, why give me a yardstick to to measure your shortcomings?
Giving Your Audience What It Wants
Does this mean advertising should be reduced exclusively to a list of bulleted descriptions? No—even if in many media, that’d be the most efficient strategy. Write your sales copy as long as space and budget will allow. Emphasis, though, belongs to the facts. Headlines should tell people if what they want might be described in the next section. Top billing should go to the unarguable.
Make it easy for potential buyers to compare your sale item(s) to their wish list. That ease of comparison reflects on your brand, whether they bid or purchase from you or not.
Written for OPEN Forum by American Express
One of the most overlooked tools in the search giant’s toolbox is Google Alerts. In the hands of a savvy entrepreneur, marketer or blogger, this superpower can be a force for good.
The linked article is the exclusive content of OPEN Forum by American Express.
What Not to Do with Your Marketing Email
Email should be an important component in every marketing campaign you create. Because the medium is free or very inexpensive, the temptation is not to place as much effort into it as with more tangible and public media. Beware of that pitfall. Surpass your competition’s emails by doing the small things right.
Email Marketing Tips
If these suggestions seem like common sense, know that I’m still not seeing them used as common practice by many small business owners—auctioneers in particular. For all you do to sell your professional brand in the marketplace, don’t sabotage that work and expense with cheap and lazy email marketing.
What Not to Do with Direct Mail
Your media needs to make a good first impression, hold that attention, and then leverage its impact to evoke a specific response. The first step and the transition to the second step are typically where I see auctioneers stumble. They assume that the recipient is as interested in what they’re selling as they are and that the recipient will interact with an advertisement as though they already know the content will interest them.
Advertising to Buyers
If your audience would investigate a collection because of who owned it, by all means use the seller’s popularity to their advantage. But if the seller isn’t the selling point, stick to the facts important to the buyers in your advertising headlines.