Uncategorized – Page 5

240: How to Get More Consignors to List Their Units

Posted on: July 8, 2024 /

Categories: Uncategorized

I’ve noticed that few auctioneers have a page on their website for prospective consignors. Most auctioneers have me send interested sellers to generic auction event pages or unpopulated catalogs where the potential seller sees no sales copy, no button to click for consignor terms, and no form for submitting units to the auction. It’s as if we’re telling people willing to pay us a commission, “We want your equipment, but we want you to figure out how to work with us.”

239: What I Learned From Advertising the (Absolute) Auction of My Own Car

Posted on: April 10, 2023 /

Categories: Uncategorized

I was relieved when what I create for my clients also got fantastic results for me. Auctions don’t work unless the marketing for them does, and I’m grateful for all of the practice on client auction campaigns that helped the marketing of my MINI work so well.

Options for Finding Commercial Bidders & Buyers

Posted on: January 9, 2023 /

Categories: Uncategorized

Above all, I highly suggest that you explore what marketing options are available on any new asset type or buyer base before you sign that sales contract. What you don’t want to do is promise the seller a solution or an audience that isn’t available for you to deliver.

The Facebook Tool That’s Changing How I Write Emails

Posted on: October 24, 2022 /

Categories: Uncategorized

At the end of the campaign, I’m not offended by what content worked best. I care mostly about whether or not we got efficient traffic to my client’s website and/or great sale prices in the auction. Audience-decided content takes the pressure off of me. I don’t have to be a guru or maintain a know-it-all persona. I don’t have to guess right the first time—at least in terms of content. That’s a relief, especially on projects of high consequence.

236: Biplane Productions Turns 20!

Posted on: October 4, 2022 /

Categories: Uncategorized

This past weekend marked the twentieth anniversary of this incorporated one-man show, Biplane Productions. It doesn’t feel like two decades have passed since my first day working from home. Thanks to the trust of auction marketers from more than 250 auction companies, I’ve been able to chase lots of dreams.

235: What do you do when data scares you?

Posted on: September 27, 2022 /

Categories: Uncategorized

Here’s how I try to convince auctioneers to trust the expressed preferences of the buying public. Look at it like a poll. If 90% of your bidders said they wanted your advertising to use a particular headline, would you switch and use it? If 80% of the people who came to your website said certain information wasn’t important to them, would you still make it a headline? If after seeing these patterns over hundreds of auctions, you refused to adapt to the buying culture, I have one more question for you. What’s more important to you: your comfort or your commission?

234: 4 Types of Content to Avoid While Advertising Online Auctions

Posted on: September 13, 2022 /

Categories: Uncategorized

You’d think that with my customer base mostly embracing online auctions they’d advertise their auctions as though they were online marketplaces. Often, however, they don’t. In fact, they ask me to spend our often-limited space on content that doesn’t interest people until they’ve arrived at the auctioneer’s website. Certain details about an auction don’t matter until a customer is interested in buying what auctioneers are selling. So, it doesn’t make sense to tell prospective buyers certain details until after they’ve perused your property or catalog of items.