199: Why Manure Spreaders Are In Increasing Demand
Recently, I was consulting a non-auction business that had an incredible business opportunity, especially for their geographic market. I’m talking about the kind of concept I’ve seen featured in viral Facebook videos and profiled in Fast Company. I was excited for them until I heard their brand message, saw their visual branding, and learned their marketing strategy. They had adequately identified their ideal prospect but somehow totally misunderstood their prospects’ various levels of needs, habits, and expectations. I mean, like 170º in the wrong direction.
As I gently questioned these misalignments, they dismissed my concerns. They wanted to know more about the tools and tricks I use on Facebook to reach more people. They just wanted to get their bad message cheaply in front of more prospects like their ideal customer.
I see this all the time, actually—just not so drastically. I’ve seen it from people I’ve consulted in emails or phone calls, in conference hallways or Facebook threads. Entrepreneurs don’t want to improve their advertising; they just want more targeted places to put it.
Apparently, lots of folks want a more efficient manure spreader.
Knowing where to be on a platform or in a specific media outlet is important. Targeting makes advertising more efficient. But content is advertising’s linchpin, especially on social media. Facebook, Instagram, and other platforms reward ads with compelling and empathetic content by giving them lower costs per click.
The problem most auction marketers (like other small business marketers) face is our inherent bias. We wrongly assume our ideal buyers and sellers are just like us. We assume the marketplace looks at auctions and the assets in them through the same lens we do. “If we talk about us and our stuff louder and in front of more people, we’ll get more customers.” We don’t say that. We just operate from that mindset.
This can work in spite of itself, but you’ll get more efficient results from your advertising if you delve into the thing behind the thing.
What problem does your auction’s assets solve?
How will their life be easier or better after the purchase?
What aren’t they able to do that they will be able to do after a winning bid?
What dream could come true if they are willing to pay more than anyone else is willing to pay?
For instance, most real estate investors don’t want to own more property. They want more cash flow and/or more financial security. Most sportsmen already have access to a place to hunt or drive their UTVs. What they want is to avoid asking anyone permission or having to call in any favors. That twenty-year-old John Deere 9600 is easier to work on than a newer combine, even if it is less efficient and autonomous than one you have to take to the dealer for service.
A collector wants to complete their collection, find the item nobody else has, or even make their peers jealous. A young mom wants her children in the right school system. Many startups don’t care if the furniture matches or if the equipment is new, if they can operate with lower overhead. Flippers want to make money quickly with a little elbow grease or ingenuity.
When you advertise to targeted audiences, does your advertising speak to their needs and wants?
Even if your advertising doesn’t leverage this progressive, psychological analysis, you can still benefit by sticking to the asset over the event. People don’t buy auctions. They buy assets, and they hope to buy at “auction prices.” (The exception: at benefit auctions, they’re buying ego, belonging, participation, an eased conscience, and/or a sense of altruism.)
When you implement the tools for targeting but then give those prospects a faulty message, you might actually drive business away—whether from imminent or future customers. The American advertising legend John Caples posed this reality in his book, Tested Advertising Methods. “The wrong advertising can actually reduce the sales of a product. . . . George Hay Brown, at one time head of marketing research at Ford, inserted advertisements in every other copy of the Reader’s Digest. At the end of the year, the people who had not been exposed to the advertising had bought more Fords than those who had.”
When we push our agenda, our brand can become seen as a source of unwanted content—white noise surrounding content consumers want.
If we’re trying to sell people something instead of meeting their needs, we become that screaming mattress or carpet or used car salesman on TV. Even if someone wants what we’re selling, current and past impressions might detract from buyer willingness to interact with our brand.
You can stick with “AUCTION!!!!!” as your headline and the date as your subhead. You’ll still have your cadre of wholesale buyers, but you could confuse or annoy your retail buyers out of the process. I don’t know about you, but I’d prefer commissions on retail prices rather than wholesale prices.
Avoiding that buyer disconnect is difficult, but it’s not expensive. In most cases, it doesn’t cost more money to have the right words in your headlines than it does the wrong ones. When it does, there’s a good chance the extra cost is outweighed by the extra benefit.
Don’t get me wrong: I know how to upgrade your manure spreader to hurl waste farther or place it more strategically. It’s just that I grew up next to a farm, and I come from a family of dairy farmers. Trust me. Your buyer community already has a perception of how your advertising will smell.
Stock image(s) purchased from iStockPhoto.com