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Branding yourself or your business through colors, type, and a logo is an effective way to build a positive reputation on eBay. Do everything you can to inspire trust among your customers and protect them from trouble. Volunteering to help charities, or conducting auctions to benefit nonprofit causes, is a good thing to do, and it improves your business in many ways. Participating in discussion boards where you can answer questions and help other sellers is an effective way to build a good reputation. If you have an existing customer base and sources of merchandise, do everything you can to move your customers to your eBay Store or eBay auctions. Make an effort to build up and maintain a good feedback rating, which encourages bids and helps you develop a good reputation. Automated auction solutions not only automate feedback and other processes, but they make it easy to relist items that don t sell the first time around, and give you storage space for your digital images. Having a liberal returns policy will result in more work for you, but will pay off in the long run by building trust in your customers.
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It started with a bin full of garbage. Jeff McCullough, a printer in the town of Beech Grove, Indiana, was looking through his company s recycling bin, inspecting the colorful scraps of paper that were about to be tossed out. Such paper is always left over from the printing process: After a booklet or poster is printed, the paper is trimmed to the exact size, and the rest is thrown out usually. Today, Jeff recalls standing by the bin thinking to himself: I don t want to recycle this. At that time, in 1999, scrapbooking was all the rage. People all over the country were gathering in clubs, trading materials needed to assemble colorful, one-of-a-kind scrapbooks including paper. When we print a brochure, we trim 5 or 6 inches off the edge. All that paper is left over. I had seen someone selling pre-scored cards on eBay. (Scoring is the process of creasing a piece of paper so it can be folded easily.) I started pulling this stuff out of the trash can and putting it into kits that we put up for sale for $10 or $12 each. People just bought it up like crazy. One month we sold $30,000 worth of scrap paper. It was a perfect fit. Now, the scrapbooking craze has slowed considerably. Having acquired a database of more than 20,000 customers through eBay, McCullough is trying to do the same thing for them that he did for recycled scrap paper: find new uses for that database of names in order to continue growing his business.
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When times are hard and you can t sell your original product line as well as you did, you need to find new products and new ways to sell them. Business on eBay was great for Creative Paper for several years, especially in its eBay Store (see Figure 10-1). Things have changed for reasons that other eBay sellers know all too well. As one seller put it to me, eBay has lots of sellers, but it needs to find more buyers. When I first started pulling this paper out of the trash can, we were selling it for $10 or $12 a kit, says Jeff. For somebody who is scrapbooking, cutting squares is a challenge. I can cut a zillion of these at a time. We put them in plastic containers, and the paper might cost me less than a dollar. In 2001, we were getting $75 for them. Even today, I might sell one a month, but I still get $19.95, so those things are incredible in terms of profit margin. Business was great for quite a while. We started in 2001, really going crazy in 2002 and 2003, tapering off in 2003. Now scrapbooking is maybe 10 percent of our total business. eBay has now been flooded with a lot of
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