If you can prove any or all of the above, sell the heck out of them to people who look just like your past sellers. Don’t shoot one piece into the ether and wait for the Brinks truck. Create a systematic series of digital and/or print touches, and brand them with a consistent look and familiar message. If you come across as empathetic and competent, you’re more likely to grab the sellers everyone wants.
The benefits of optimizing for landing page views outweigh the above considerations. In most situations, the more targeted our audience, the better; and I’ve found Facebook’s algorithms to outperform my educated guesses most of the time. That doesn’t mean I would optimize all my Facebook advertising for landing page views.
Back in 2004, I became an author. I released a book of 41 discussions of interesting Bible characters. In 2003, it was the highest-rated manuscript on a service that faith-based publishers use to find authors without agent representation. At the one publisher who legitimately considered it, the editorial staff loved my writing and the compilation;
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.
While my company will gladly still design direct mail, newsprint ads, and banner ads for auctions with firearms, I will no longer create Facebook advertising for auctions with guns in the catalog. The stakes are too high for me. Take time to evaluate whether they are for you, too.
As of right now, the best way to advertise an auction with guns is to create a separate catalog for the guns. This way, you can run Facebook ads for the other lots that will sell or sell higher because of Facebook exposure. The gun catalog can be promoted separately via email, direct mail, newsprint, etc. (Lists of both gun dealers and people with hunting licenses are not only available but reasonably priced.)
I would contend that we spend much of our time uneducating the room. By that I mean that we have to lead people out of counterproductive advertising strategies and practices that have become engrained into the industry. We do that because using new technology with old approaches just multiplies the audiences for bad advertising.