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1: Make a Plan: Your First Step to Success
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We begin the book the way any business executive launches a marketing effort by performing a market analysis and creating a marketing plan. This chapter gives you an easy to follow plan for your own market analysis. We cover subjects such as: Discovering a niche market Identifying your target demographic Understanding your products and how to position them effectively Assessing your competition Forging your own unique eBay brand
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2: Seller s Toolbox: Use eBay and Other Resources to Increase Sales
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We mentioned previously that this book focuses on selling strategy rather than being a traditional how-to instruction book. With that said, however, we found it essential to provide a chapter that focused on some of the advanced tools that are offered by eBay and other third-party services. These tools help you work more efficiently and market your goods more effectively. They help you showcase your professionalism while assisting you in amassing your fortune. Disclosed in this
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Introduction
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chapter are secret tips, pointers, and notes about special services and new features, including: Listing creation and management tools Cool tools to help manage sales eBay Stores Tools to help with marketing and promotions Customer service tools
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With the staggering array of tools available to eBay sellers, we also offer advice on ways to separate the wheat from the chaff and pick the tools that will work best for your individual business.
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3: Putting a Face on Your eBay Brand: Critical Presentation and Visual Techniques
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Today s Web users are savvier than ever, and they demand aesthetically pleasing and intuitively designed Web sites. eBay listings are no exception to this rule. This chapter shows you how to build a brand, develop a consistent graphic identity, organize pages, and develop a visual connection with your prospects and customers. We uncover secrets of professional Web and graphic designers and mesh those insights with commonsense content advice. Included are discussions on: Building a graphic identity for your business Creating an effective logo Designing your eBay listings and eBay Store Using your brand in printed materials and packaging
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This chapter also shows you how to pull all these elements together to create a cohesive selling identity that customers find deeply compelling.
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4: Sell Anyone Anything with Words: Effective Copywriting Techniques
Many eBay sellers admit that writing item descriptions is one of the more tedious tasks of running an eBay business. However, when competition is tight, a strong item description can mean the difference between making the sale and losing out to a competitor. Fortunately, if you know some of the secrets of professional advertising copywriters, writing can be fast, easy, and relatively painless. Uncovered in this chapter are some tricks of the trade that help maximize the sales potential of your item descriptions, including: Understanding customer needs Describing product features and benefits
Introduction
xiii
Using a conversational tone Creating FAQs Crafting effective keyword titles Fine-tuning your item descriptions
5: Advanced Marketing Strategies: Extra-Mile Salesmanship for High-Ticket Sales
Big-league selling requires a sales style that incorporates persuasion, expertise, and experience. In this chapter, we show you how to infuse your listings with all three of these turning your pages into comfortable, informative, and enticing propositions to visitors. You ll see how techniques used by experienced salespeople in the traditional retail world can be used just as effectively in the flat, textand-photo world of eBay. We ll discuss ways to: Tap into the power of scarcity to drive sales Use your authority and expertise to sell goods Include testimonials that move products Integrate storytelling and problem solving in item descriptions Make offers, close the deal, and up-sell or cross-sell for bigger profits
This chapter also shows you how to promote your items within eBay and use search engine optimization techniques to boost traffic from the Internet at large.
6: Customer Satisfaction and Retention: The Holy Grail of eBay Sales
Good customer service is the cornerstone to a successful eBay business. Not only does it ensure the satisfaction of the customer the first time they shop with you, it also encourages them to return to shop with you again. Customer retention is the art of luring your customers back to buy more, and mastering it is a direct path to success. This chapter examines the building blocks of good customer service, as well as strategies the pros use to keep customers coming back. Included are discussions on: Earning the customer s trust Communicating effectively and shipping promptly Personalizing customer relationships Leaving and receiving feedback Creating newsletters and e-mail campaigns Offering gifts that inspire reciprocation Developing promotions and incentives for return business
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