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218: The Achilles Heel of My Facebook Ads

Posted on: September 21, 2020 /
Categories: Uncategorized

Most of these remedies can be implemented for free. Some don’t take any additional time—just patience. All of them will increase the professionalism of your brand and quite possibly your commissions and sell-through rates. When a client doesn’t have these ducks in a row, it actually relieves some of the pressure I feel to deliver them high-performing ads. That relief comes in the truth that I charge the same fee to send crowds of people to an active marketplace as to a dead end.

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This Summer’s Effect on Facebook Advertising Budgets

Posted on: September 7, 2020 /
Categories: Uncategorized

You will never eliminate the risk or the guesswork of auction advertising. You can, however, make more educated guesses and better seller presentations based on captured, curated, and comparable data. If you don’t have those statistics, you’re welcome to borrow mine.

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216: Direct Mail Tips During a USPS Controversy

Posted on: August 24, 2020 /
Categories: Uncategorized

Whatever your political or even nonpolitical view of the United States Post Office is right now, I hope you’re using it effectively and efficiently. If you aren’t, that’s actually an auctioneer problem more than a USPS problem. The good news, though, is that you can be part of the solution, part of those adapting to changing marketplace conditions. While chickens run around without their heads or tell us the sky is falling, we can drive targeted traffic to what will hopefully be successful auctions.

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215: 3 Lists Every Auctioneer Wants But Nobody Can Buy

Posted on: June 29, 2020 /
Categories: Uncategorized

Over the next two decades, conglomerates and aggregate sites are going to put hundreds of bid callers and even auction marketers out of business. They’re going to pay people to do this data curation work. Instead of trying to buy data, they’re going to mine their own. Those of us who follow their example will most likely be the ones in 2035 who are still advertising auctions at all.

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214: Two Words That Define Your Auction Brand

Posted on: June 2, 2020 /
Categories: Uncategorized

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

Posted on: May 16, 2020 /
Categories: Uncategorized

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

Posted on: May 4, 2020 /
Categories: Uncategorized

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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