Category : Direct Mail
It’s not even a “chicken or the egg?” enigma, because brochures and websites are both eggs. The chicken is your brand. Every way that your brand is expressed hatches from the hen that gives it her DNA—its appearance, its personality, its intrinsic qualities.
There are no universal marketing guarantees, but starting from our audience’s perspective helps us ask the right strategic questions throughout a campaign. It’s not always easy to look through our audience’s lens, because we are often in a different head space than our prospect. When we do, though, we improve your chances of a successful campaign.
For auctioneers, who often have limited budgets and even more limited time, Every Door Direct Mail may prove itself a long-overdue solution. And if your proposed budget can gain dollars on the postage line, you can spend those saved dollars on more marketing in places your competition can’t.
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.
On a regular basis, I talk to auctioneers who are proposing and contracting auctions across state lines—in some cases across multiple time zones. Whether these auctioneers are selling for distant estates with local heirs or for banks with holdings in multiple states, they are faced with the same dilemma: how do we find buyers in geographic areas outside of our expertise?
The more our media goes digital, the more power a tactile medium like direct mail will have, especially hand-written notes and unconventional pieces.
Why not just sell them on the sizzle, and get out of there? Postcards help you do that.
