Why You And I Must “Uneducate” Ourselves

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.

185: Is the Dunning-Kruger Effect Costing You Commission?

Over the past 20 years, social scientists have been documenting the phenomenon that those who know the least about many topics actually have the most confidence in their understanding of them. According to the Dunning-Kruger effect, not only is ignorance bliss; it’s also incredibly deceiving.

Being in the Right Place at the Right Time Isn’t Enough

If you’re trusting that being in the right place at the right time is enough, know that those pragmatic auction marketers are connecting with more and better prospects than you are.

Facebook’s “Next Best Thing” Helps Us Little Guys

Thankfully, Facebook invented the next best thing within the past couple months. I’ve been experimenting with it on behalf of several clients, and it’s killer.

181: How to Know What Your Auction Advertising Budget Should Be

Click on any of the illustrations below to enlarge them. — If you read business news, you run into the term “big data” on a regular basis. I used to associate it with corporations mining our transactional histories to extract scary quantities of data for creepily-predictive advertising. After teaching part of the Auction Marketing Management course

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180: What Kind of Facebook Advertising Should You Use?

The biggest confusion I encounter when teaching people how to advertise on Facebook is the difference between an ad, a promoted post, and a boosted post. Part of that confusion comes from Facebook using similar buttons and terms to describe both. Don’t be fooled, though. These are very different tools with different purposes for savvy advertisers to use.

179: How to Build a Brand When Your Auctions Vary Greatly in Value

Most auction companies book deals with a great disparity of values. And not just in real estate. Estates, business liquidations, and farm packages come in all shapes and sizes. So do their advertising campaigns.