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Most of the PowerSellers I interviewed for this book have a business web site: a site that isn t connected to eBay formally but that is hosted with another company. The site may have a link to the seller s current auctions on eBay, but the site s main purpose is to provide a way to sell directly to customers, without having to pay eBay s fees. eBay provides an invaluable way for businesses to acquire customers, but once they develop loyalty through (continued)
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Secrets of the eBay Millionaires
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eBay, savvy PowerSellers do everything they can to encourage buyers to make purchases from them directly. Once you have a domain name, you need to find a host for your web site, either through your own Internet Service Provider or through a full-time web hosting service such as webmasters.com. A good web site like Shiana.com s contains a business logo, a sales catalog, and information about who you are and what you do. It s the best way to establish your identity online and connect with customers who trust you and believe in what you re doing almost as much as you do. You can find out more about creating a business web site in the books How to Do Everything with Microsoft Office FrontPage 2003, How to Do Everything with Dreamweaver MX, or Build Your Own Web Site, all published by McGraw-Hill/Osborne.
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Pam used an approach that s common to many successful online businesses. She developed a simple but elegant design for Shiana.com, and applied the same look and feel to all three of its business sites:
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Its About Me page on eBay (http://members.ebay.com/aboutme/ shianallc) Its eBay Store (http://www.ebaystores.com/shiana-com) Its web page (http://www.shiana.com)
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Each web site presents a different face to a prospective customer. The About Me page (shown in Figure 2-4) is the same as the About the Seller page in Shiana s eBay Store; it provides visitors with links to both the eBay Store and the web site. In terms of products for sale, the About Me page provides links to fixed-price items Shiana has for sale in the eBay Store. In terms of background and shipping information, the About Me page links to the Shiana.com web site. The simple-looking textual logo Shiana, the clean white page background, and the flower artwork in the background of the page are common to all three web sites. In contrast to other eBay businesses, Shiana finds that most of its customers make purchases through the eBay Store rather than the web site. Our web site is secondary. It seems that our eBay sales market our web site rather than the web site marketing eBay sales. Nevertheless, Pam spends a good deal of time making sure the Shiana .com web site contains useful content that will encourage shoppers to trust
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CHAPTER 2: Establishing Your Identity: Your Mission and Your Web Presence
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FIGURE 2-4 A simple, elegant web design gives Shiana a professional appearance.
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them and to develop a personal, one-to-one relationship with them. Along with the shopping cart and photos of items for sale, the web site s home page (shown in Figure 2-5) contains an e-mail box so Shiana can send news of promotions and discounts to customers who choose to receive them. The home page also contains the link Mission, which describes the site s mission, and links like About Us and Awards & Press, all of which help establish the company s identity.
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We Wanted to Let People Know More About What Happens
The Shiana.com web site also enables Pam and her sister to keep up with customers by sending a regular message directly to them. We started writing monthly newsletters to let people know more about what happens between the silver they receive and the village.
Secrets of the eBay Millionaires
Customers can subscribe to an e-mail newsletter
Read about Shiana s mission here
FIGURE 2-5 Use your web site to foster trust and develop a one-to-one relationship with customers.
Find out more about the Thiens here
You might wonder, why go through the effort of assembling a mailing list and writing a letter to customers directly every month, especially if the newsletter contains background information about the Thiens as well as sales information. It s all about creating a relationship with customers and reminding them that you exist. By keeping up with them directly, you give them another reason to visit your web site and make purchases from you. Customers feel they are connected to you and that they have inside information about promotions.
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