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CHAPTER 6: Reach the Widest Possible Audience
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FIGURE 6-2 Each of the stores listed in the left-hand column of Auction Safari s eBay Store is run by an individual broker.
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seller to consult with you, and consider partnering with that individual to help you get your feet wet. You can also learn a lot from the way Auction Safari trains its brokers to market their sales to gain maximum exposure from potential buyers.
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Over the past few years, I have been lucky enough to make connections with a number of PowerSellers who are especially generous with their knowledge. When I run into a situation with a buyer that I m not sure how to handle, I ask them for advice. Find your own group, either on your own or through the eBay Community. The eBay Groups area (http:// groups.ebay.com/index.jspa) is filled with local groups of eBay sellers you can meet either online or in person, if those groups hold gatherings.
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The Name of the Game Is: How Do You Drive Shoppers to Your Store
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Auction Safari and its brokers do their selling through eBay Stores. By opening an eBay Store, you immediately get more exposure for your sales. That s because eBay Store listings are indexed by Google and other search engines. We try everywhere possible to push shoppers into our eBay Store, which is absolutely critical, he says. The name of the game is: how do you drive shoppers to our eBay Store We have one eBay Store, but there are multiple stores within it. eBay Store listings don t show up on Google by magic, however. You increase the chances that your listings will get such exposure by including as many relevant keywords as possible in the titles and descriptions. The more keywords you plant, the higher the chances that someone will conduct a search on Google using one of those words, which will cause your listing to be included in the search results. For example, examine this description from the Auction Safari eBay Store. I ve highlighted the keywords in bold:
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Auction Safari Accessories from Macy's NWT Gift Coach Red Leather keychain Welcome to Auction Safari's Macy's collection blowout sale! We're offering the latest in apparel accessories at an affordable price! Forget paying hundreds of dollars for these spectacular designer accessories! This is a Coach, Red Leather, keychain! Bid with confidence, knowing that this is from a company that offers extraordinary customer service and quality, evidenced by our 100% positive feedback rating! We have all sorts of handbags, wallets, belts, gifts, and women's accessories in our eBay store so be sure to check it out today!
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This sales description is probably longer than it needs to be. The writer didn t need to add This is a Coach, Red Leather, keychain at the end of the first paragraph, or list handbags, wallets, belts, gifts, and women s accessories in the second paragraph. But these are all words that someone might search for in Google. Auction Safari brokers know that it costs the
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CHAPTER 6: Reach the Widest Possible Audience
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same to write a 10-word description as it does to write 100 words, many of which are potential search keywords. Our brokers immediately get the recognition of being a PowerSeller because they are selling with us, says Bratt. You create a set of aggregate sales. One of our sellers sells makeup, and another one sells women s shoes. I ve seen that, when we add a new store to our brokerage, everyone s sales increase dramatically. I don t immediately see a link between women s makeup and DVDs, but my DVDs sell faster when the women s makeup store is online and selling faster. Ron Bratt points out that eBay s fees make it more cost-effective to sell through an eBay Store than through conventional auctions. He sells primarily through the Auction Safari store at fixed price, and minimizes the amount of merchandise he actually lists through auctions. Instead, he uses auction listings to drive visitors to his store. Although auctions are important, the fees force us to minimize our exposure on eBay. For higher-end merchandise say, over $25 starting bid you end up paying a $1.20 insertion fee plus a gallery fee. In a store, the fees are only a few cents each. Suppose I get 100 Joseph Abboud shirts, and I have five different colors and five different sizes, resulting in 25 different SKUs. I would put one of each SKU out there on eBay at auction, and say in the description, Many more colors and sizes can be found in our store.
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