post image

156: 8 Ways to Suggest Price in Auction Advertising

Posted on: February 24, 2016 /
Categories: Auction Marketing

Advertising a price can turn bargain seekers away from our auction or create a bid ceiling that conflicts with our fiduciary responsibility to our sellers. So, how do we as auction marketers leverage price to sell our assets? Contrast. We can advertise what is known against the unknown hammer price.

post image

2 Reasons Why You Shouldn’t Use “Auction” in Your Headlines

Posted on: February 10, 2016 /
Categories: Auction Marketing

Our advertising headlines and subject lines and supporting text needs to focus on the assets being sold. While the marketing vehicle of an auction does connote important information the buyer needs to know, that buyer doesn’t care about those realities until they want what’s being sold.

post image

154: Why Businesses Advertise Backwards

Posted on: February 3, 2016 /
Categories: Auction Marketing

Start with the audience and work backwards. If you’re going to gamble, improve your odds. Work to find the valuable few instead of the risky many. No matter how many people see your advertising media, you want the ones who do interact with it (1) to relate to the content and (2) to be impressed.

post image

153: Are You Throwing Away Income on Facebook?

Posted on: January 27, 2016 /
Categories: Auction Marketing, Branding

This doesn’t mean that we abandon unpopular opinions or that we avoid sharing them. It just means that we express them differently. Proselytizing or personal growth is more likely within the contexts of face-to-face conversations, book club discussions, thoughtful letters, careful essays, well-researched & sourced infographics, etc. Raise a hand if a Facebook, Twitter, or Instagram post has ever changed your political stance on anything. If they’ve never worked on us, what hubris or ignorance does it take to assume they’ll sway others?

post image

152: How Vacation Souvenirs Sabotage Your Direct Mail Strategy

Posted on: January 13, 2016 /
Categories: Auction Marketing, Design, Direct Mail

In practice, the mailer panel should be the flashy side. It should be the panel with the big picture and the short headline. Everything else should fall to the reverse side or to our website. Anybody not interested by our primary “sizzle” photo and intrinsic message isn’t a likely buyer or client. Anyone interested but not motivated to flip the card over or go to our website isn’t a qualified prospect, either.

post image

151: 5 Ways to Know If Your Offline Media is Working

Posted on: December 16, 2015 /
Categories: Auction Marketing, Branding, Direct Mail, Marketing Tools

In a digital world, print media has the potential to be a tangible disruptor and a more personal interaction. Direct mail allows a broader range of sizes and formats than online media. When produced and placed well, signs are often the leading medium for obtaining auction buyers. Just because it’s more difficult to track them doesn’t mean they are necessarily less effective.

post image

The Most Important Mailing List (That Auctioneers Aren’t Using)

Posted on: December 9, 2015 /
Categories: Auction Marketing, Direct Mail, Marketing Tools

I don’t think I’ve ever talked to an auction company that recorded that segment of their buyers. Online bidding platforms keep this information. These bidders shouldn’t be too hard to discover at on-site auctions, especially real estate ones. They’re already in your clerking software. All it’d take to capture this data is an extra column in your database to indicate that they came in second.

1 … 15 16 17 18 19 … 39

    ×