No small business can afford this level of celebrity endorsement, but many use this marketing approach at a much smaller scale. Regardless of the number of zeroes in the deal, the same rules of engagement apply. These five celebrity criteria should be true, if you want endorsement deals to work for your brand.
“What is your competitive advantage? Why would someone hire you instead of your competition?”
The answer to those two sentences should be easy. You need that answer to determine what your brand is and what that brand’s ensuing message will be. You can and should be leading your presentations by addressing how you solve your clients’ problems. Soon after that promise, though, you’ll probably need to explain why your firm best solves those problems.
This practice can wipe some of the myopia off the lens through which we evaluate our advertising. It can also lead us to dismantle how we build our media and become more intentional with our creative processes—with both large, conceptual decisions and seemingly-small choices. The ensuing conclusions might not lead us to the best practices; but they should, at least, lead us to more self-aware and purposeful marketing.
For asset or auction promotion, we need to know that if someone isn’t interested in the headline attributes of an asset, they don’t need to know any more. We need to know that if someone isn’t motivated enough to go to our website for unabbreviated terms, room dimensions, or serial numbers, they probably aren’t motivated enough to attend a property inspection, register for the auction, or participate in bidding.
Consumers don’t care how long you’ve been in business. At least it’s not a priority to them. Buyers want to know that you have what they want when they want it. Sellers want to know you’ve got a lot of recent experience marketing this exact type of asset in current market conditions. Whether you’ve been in business eight years or 80 years only matters as a tie-breaker, if all other considerations are equal.
Listen first. Interact with your conversation partners (even if just a small slice of your audience). Engage—just like you would in an offline social event. Ask questions that let them know you’re paying attention. If possible, affirm what’s interesting or good within their content. Then, just as in-person conversations, add content where it builds upon the foundation of what they’ve expressed. Only then, talk about the services or assets your business brings to market.
Don’t take it from me. Take it from one of the most successful auction marketers in the country, a vice president of an auction company that regularly posts sales above $100 million per year. We were talking about his company’s direct mail strategy, and he hit me with one of the most important pair of sentences I’ve heard during my 15-year career.
