Category : Uncategorized

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214: Two Words That Define Your Auction Brand

You can catch confident brands and pass complacent companies around you, but you’ll need to accelerate down the uniquely better lane. Thankfully for you and for me, that’s typically a place where there isn’t a lot of traffic.

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213: Your Mailing List is Too Big

That doesn’t mean you necessarily throw direct mail out altogether. You just have to be smart about it—efficient at it. Here are several suggestions for making the most out of your mailing list.

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212: Facebook Data That Will Improve Your Direct Mail

There’s an interesting assumption in the auction industry that people have shorter attention spans online than they do in print. Don’t believe me? Grab almost any winning direct mail piece in any state or national auctioneer association’s advertising contest. I’d bet you what I’d charge to design it that there’s more text on any one side of it than what Facebook allows visible in a full ad. In many samples of auction direct mail I’ve seen, there’s more text in the terms & conditions on the mailer panel than in a successful Facebook ad.

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209: Facebook Wants Advertisers to Cut to the Chase

While this change is inconvenient for almost all of us, it creates another Darwinian opportunity for professional marketers to separate themselves from those unwilling to adapt. Commissions are at stake, if not business models. Whether you outsource your social media or handle it in-house, you’ll be best served by viewing the asset through your buyers’ eyes instead of your own—and then using as few words and characters as possible to sell them.

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Sorry: “Sold!” Isn’t Enough For Sellers

Without that message, I am uncomfortable wasting auctioneer’s money on advertising to sellers. Every winter, a line of auctioneers call or email me about getting more sellers. This winter was no different. The consultation unfortunately doesn’t continue long after I ask them the following questions:

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