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eBay item descriptions serve multiple purposes, one of which is to act as a retail salesperson In a traditional retail environment, an effective salesperson takes the opportunity to present the product in the most favorable light possible She calls attention to details, recommends uses for the object, and answers questions On eBay, a Frequently Asked Question (FAQ) section serves the same purpose In short, FAQs do the following: Dispel fears Overcome common objections Communicate benefits in the Q&A format
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Clear up nagging questions that don t fit into selling copy Educate less experienced prospects Clear up technical concepts Let s say you sell mini-bikes, the little motorcycles that you see buzzing around suburban neighborhoods Buyers have lots of questions about these bikes that need answering before they move forward with bids Here are just a few: Do I need a motorcycle license to drive a mini-bike Are they safe Are riders required to wear a helmet Can a regular motorcycle mechanic work on them
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Imagine how long it would take to answer every question of every prospect via e-mail An FAQ solves the problem and gives you a new opportunity to stress benefits and reduce resistance You also spare yourself the loss of a customer who goes to a competitor s listing to find the answer to a question
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Tip: Only one out of ten people who have a question will take the time
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to e-mail you So nine others had the same question but didn t bother If you don t address details up front and provide FAQs, you ll most likely lose those nine invisible customers Many sellers find that FAQs are much easier to write than prose-style text The whole Q&A process really gets the creative juices flowing Once you ve put together a compelling description for one of your products, you ve got a boilerplate for other products Click the Sell Similar button under the Action column on your My eBay page (Figure 4-1) to reuse that description wherever you need it and adjust as necessary The whole process is not all that daunting, especially when you have so many ways to dive in and so many techniques at your disposal to get the process going You can Write FAQs Estimate value Use the bucket brigade Link features and benefits Zero in on positive factual information
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Note: We ll have more tips and tricks in the Fine-Tuning Your Descriptions section a bit later in this chapter, and 5 goes even deeper into the persuasive approaches that work best on eBay
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Sell Anyone Anything with Words
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Figure 4-1 The Sell Similar hot spot to the right of each item allows you to reuse boilerplate description information
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Studies show that readers like their text broken up into different formats, and they like information presented in quickly digestible chunks You can accomplish this easily with bulleted or numbered lists, which can help you do the following: Communicate information efficiently Provide clarity Make salient points easy to read Eliminate verbosity Demonstrate things pointedly Offer information at a glance
Tip: People love Top 10 lists Try including a section like this in your
listing: Top Ten Reasons Why My Gizmo Is Better than the Competitor s Doodad
Keywords and Item Titles
Keywords help buyers find your product among the millions of items available on eBay So you need to use care in choosing the words that potential customers will use to describe your product in their searches, and use them in your item title and description Put yourself in the prospect s place and brainstorm the words he would use to search for your product on eBay Obviously, the primary keyword would be the object itself Other essential keywords include: Manufacturer or brand name Model Style Color Material Country of origin (if it indicates quality or uniqueness) Age or year made (especially for antiques and collectibles) Condition (new, mint condition, and so on) Size Different spellings of the item
Zero in on the best keywords to use in your title and description by using the eBay search engine to figure out what keyword titles work well historically Search your own keywords and see what comes up Sort by completed item sales and by highest price first
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