No matter who designs your print media, hold them to these standards. First, though, hold your brand to these standards. I know it’s hard. Entropy and familiarity fight us. Our ambition to sell and our exuberance about the auction makes restraint difficult. The more we remember that each piece is just a tease to the next step, though, the easier it becomes to trust less content to do more work. When our media consistently follows these cultural expectations, sellers and buyers will feel more at ease in the auction marketing process and with you managing it for them.
Your direct mail has the same job as your Facebook ads—and any piece of your advertising. It only has to get the prospect to the next step. More than likely, that step is to visit your website—even if the auction is conducted offline.
Most auction companies book deals with a great disparity of values. And not just in real estate. Estates, business liquidations, and farm packages come in all shapes and sizes. So do their advertising campaigns.
That’s true, whether the asset is a $3,600,000 home or a rental house, a $350,000 combine or a twenty-year-old manure spreader, Marilyn Monroe’s $4,800,000 dress or a collection of Beanie Babies. While consumers might have to be convinced of a price point, they already know whether something appeals to them or not.
YouTube is now the second largest search engine in North America. Web surfers watch almost five billion YouTube videos every single day. It’s a safe bet that Google, who owns the video streaming service, is learning a lot from all of the data it’s collecting. That data must be valuable enough for Google to lose $1.8 billion a year to keep YouTube up and running.
In practice, the mailer panel should be the flashy side. It should be the panel with the big picture and the short headline. Everything else should fall to the reverse side or to our website. Anybody not interested by our primary “sizzle” photo and intrinsic message isn’t a likely buyer or client. Anyone interested but not motivated to flip the card over or go to our website isn’t a qualified prospect, either.
If we’re not adapting to buyer self-interest, then whose self-interest is guiding our advertising?
Unless we as the advertiser is also the one buying our services or assets, why should we expect that strategy to work?