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July 26, 2017

What Antique Dealers Can Learn from Junk Mail


I have a confession: I am a junk mail junkie. Unlike most sensible people (you, perhaps?) who throw junk mail into the trash, I read everything. Offers for credit cards and insurance, car dealership flyers, coupon mailers, newspaper ads, and long-form sales letters get read from beginning to end. I’ve been doing it for 40 years. My mother would be so ashamed.

It’s not that I have nothing to do and lots of time on my hands. My problem is that I am addicted to advertising. When I started my first business, I couldn’t afford to hire an agency to develop my ads. So, I let the newspaper write my display ads for me. Big mistake. Perhaps The Washington Post had a good ad department, but my hometown newspaper did not. The ads that my local paper created were awful, and I decided that I could do better myself.

That’s when I started analyzing other company’s advertising. After all, banks and car manufacturers spend hundreds of thousands of dollars to develop and test each advertising piece. Read More

Originally posted 2013-12-06 11:33:00.

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About Wayne Jordan

Wayne Jordan is a Virginia-licensed Auctioneer (#3481), as well as an AIA and CAGA Certified Personal Property Appraiser. Learn more at http://www.resaleretailing.com/wayne-jordan-auctioneer-appraiser/

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