MAKE BIGGER COMMISSIONS
Ryan helps auction companies look like marketing experts by clarifying their message, communicating that message well, and measuring its effectiveness.

152: How Vacation Souvenirs Sabotage Your Direct Mail Strategy

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.

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

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.

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

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.

149: Why Entrepreneurs Should Think About Their Résumés

That week of contrast for me was a wakeup call, a reminder to keep working on my game while playing the game. It was healthy for me to realize talent is chasing me, that the playing field might be more level than ever, that I can’t assume auction companies will continue to send me work.

4 Cheap & Easy Ways to Leverage Your Buyer’s Self Interest

If we’re not adapting to buyer self-interest, then whose self-interest is guiding our advertising?

Unless we as the advertiser is also the one buying our services or assets, why should we expect that strategy to work?

147: 5 Business Lessons From a River at Flood Stage

Then, I started thinking about the auction industry I serve. I don’t have enough fingers to count the times a client has tried a project I’ve wondered if they should’ve declined. Those are the times when I get this phone call or email: “Hey, I’ve got this auction. I’ve never sold one of these before. How would you market it?” They’re hoping I’ve helped another auction company sell something similar.

146: Marketing Less to Sell more

One interesting thing about the Transaereo: it was designed without a rudder. Caproni thought that the pitot could create the same steering input by varying the action of the three columns of wings. I find a lot of small businesses like Biplane Productions used to be: rudderless, grabbing any updraft it can and taking it where it leads. For me, though, that led to an unstable, unsustainable flight. The business slowly gained altitude, but it was a fight.