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| How to Write Better eBay Descriptions |
| 11.27.06 (12:10 pm) |
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Once you start selling on eBay with any consequence, you need to come to grips with the fact that you´re in the marketing business. You´re a buyer, a seller, an office manager, and a strategist, but you´re also in the business of persuasion. With that realization comes a simple responsibility to connect with customers on their terms. That´s where your profits are going to come from. That´s how auctions get bid up and why some eBay Stores are more popular than others. The sooner you can think of yourself as a persuader, the better. We live in a world of mind-boggling supply, where piles of useful stuff go unsold (or are sold at a loss) because nobody has the time or inclination to introduce it properly to the right audience. A lot of people think that products sell themselves, but this simply isn´t true. Products don´t have worth or value until you connect them with prospects, and the only way to connect with prospects is to identify with their needs and desires. That´s why it´s important that you maintain an intimate knowledge of your niche market. As an eBay seller, you don´t have to develop new needs. But you do have to be keenly aware of the connection between product and need, and then market accordingly. The trick is to define your product accurately and place it in the context of customer needs that already exist. Take a look at how two different eBay sellers presented what´s usually considered a commodity item-soap. Here´s the first description: "You are bidding on a bar of Nautica soap. This is a new bar in cellophane wrapper with no box, as pictured below." Another soap seller provides a bit more information: "My rose-scented natural soap is a soft-white bar featuring the lovely Rose fragrance and is enriched with lots of moisturizing shea butter. Rose is a timeless fragrance, and this bar captures the enchanting scent of the rose bloom beautifully. Bars are fragrant, lather luxuriously, rinse clean, and are hard, long-lasting, and a delight to use. If you are looking for a premium quality, rose-scented natural soap for yourself, or as a gift for someone special, this is the ideal choice." The first seller thinks you can just trot out a product like a pony and expect the masses to open their wallets. The other holds your hand and introduces you to a dream of moist, scented skin, and a long-lasting bar that provides delight, cleanliness, and sublime aroma. He acts like Willie Wonka, helping you understand the new life, the new "you" that will emerge in the glorious sunshine of possibility. The description even suggests giving the soap as a gift. It´s not necessarily the zenith of descriptions, but it sure beats, "Yo, soap for sale." If you intend to move a lot of soap, it can pay to stand out, offer up some enticements, and develop a compelling description. |
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| Articles Marketing Partners: Tag-Team Your Way To Success by Genia V. Stevens Due to the rise in eBay sellers -- approximately 60 million -- many auction sellers are finding it increasingly difficult to sell their products and services through the largest online auction house. Creating a promotional alliance with other websites and auction sellers could be the key to your success. Partnership Offers: If you sell CDs, consider partnering with an auction seller who sells home stereo equipment. You could also consider partnering with a seller who sells DVD players, TVs, or even MP3 players. Here are some examples of a partnership offer Read more . . . Auction Advertising: Taking a Closer Look by Genia V. Stevens If you sell on eBay or any other online auction site, you're probably always open for suggestions about how to make your product visible to potential buyers. If you sell TVs, you're probably one of thousands of sellers who do. So what could make you different from other sellers? Consistent marketing. Many sellers who buy advertising don't really understand how important consistency is to their marketing strategy. Marketing is an investment; It's an investment into the success of your business. Read more . . . Marketing Your About Me Page by Genia V. Stevens Many online auction houses offer their sellers a mini-website which can be used to introduce their products and services to potential buyers. This mini-website is called the About Me page on most online auction sites. Productive use of this mini-website could mean generous revenue for the smart auction seller. Auction sellers who wish to use their About Me page as part of their marketing strategy, should ensure the following criteria are met Read more . . . Free Online Auction Tools by Genia V. Stevens Managing an online auction business is no simple task. Serious sellers may find that the cost of running an online auction business exceeds their expectations. Free auction tools help sellers minimize expenses, maximize profit, and manage the selling process. Read more . . . Auction Business Management Made Almost Easy by Genia V. Stevens You may have searched the internet for auction resources only to find yourself experiencing information-overload -- one website after another claiming to provide the absolute best information you'll ever need to run your online auction business. Every company claims superiority; but, how do you pick the right one for you? Read more . . . The www and Your Google Pagerank by Genia V. Stevens I sold a text link to one of my advertising clients on TheAuctionBoard's main page. My auction ad stated that my website's main page had a Google pagerank (PR) of 6. After the client was informed that his link had been placed, he visited my website to verify the placement, and responded with this: When looking at your website it is showing me a 0 PR. Can you explain this or clarify the error? Read more . . . |