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I Want to Be Seen as Approachable, Friendly, and Fun
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Tony now conducts his eBay sales from a residence in Tampa, Florida. He s no longer roaming the country full-time in his van, buying music and selling it on eBay. The business is too big to fit in the van anymore. Now I m working out of my apartment in Tampa, he says. Like many eBay sellers, he is able to conduct a large number of sales by means of a template a layout he has designed in advance and that contains standard typefaces, colors, and information such as shipping costs that is the same from one sale to another. Whenever he has to create a sale, he only has to write the auction title and add some descriptive information about the individual item. He can then get the sale online quickly. Cicalese uses bright colors in his sales descriptions and his logo (shown in Figure 6-8), eye-catching typefaces, and a web page feature called tables to organize the contents of his sales of CDs, DVDs, and other music-related items. It s in keeping with his business philosophy.
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Secrets of the eBay Millionaires
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The font matches what s on my business cards, comments Tony, who was in the process of reevaluating his sales listing designs as this was being written. I was in traditional retail management for 12 years, so I have a good concept of what is professional, and I run my business professionally. But I very specifically want to embrace the informality that is music, the camaraderie FIGURE 6-8 Tony worked with and community among my specific niche clientele and a designer to create his logo and extended target audience. While maintaining standards sales descriptions. of professionalism, I want to be seen as approachable, accessible, friendly, fun, etc. in the way that a local record store might have more personality than a big box type of store. You can t see it in Figure 6-9, but the backgrounds of his auction listings are bright blue and yellow. The whole listing is contained within
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FIGURE 6-9 Tony uses bright colors and eye-catching type fonts to convey a friendly, approachable image.
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Type is bright yellow
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CHAPTER 6: Reach the Widest Possible Audience
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a table, which enables a designer to organize contents into rows and columns. To create a table, you either need to write the raw HTML commands yourself in a text editor, or you need a web page editor such as Macromedia Dreamweaver (http://www.macromedia.com) or the free Netscape Composer, which is bundled with the Netscape Communicator browser package (http://www .netscape.com).
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We Discovered That Blue Sells the Best
Experiment with layouts and colors to see what gets the best results. One of the people who put together the eBay PowerSeller business called BuzzPlace (http://stores.ebay .com/buzz-place) told me that they experimented with different color schemes for their eBay sales layouts. We did some sales in red, some in green, and some in blue, he told me. We found out that blue sells the best. I don t know why; it just does. I m not going to recommend that you automatically prepare all of your eBay sales listings based on this single comment. However, it is a good idea to take care with the colors you use so they match your targeted audience. When you re putting together the listings for an eBay Store, you have many options for layouts, and each of those layouts has its own color scheme, as shown here:
(continued)
Secrets of the eBay Millionaires
The important thing is to follow Tony Cicalese s example. Define the kinds of customers you want to reach, and choose colors that will appeal to them. If you are trying to attract young people who like hip-hop music, choose bright primary colors like the ones Tony uses. If you sell walkers, canes, and other medical supplies to older customers, choose a more restrained layout. Making your layouts match your customers tastes is one of the best practices that many eBay sellers follow.
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