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Make a Plan
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Prints and posters Creating the museum experience at home with high-quality fine art reproductions. Trendy clothing The latest fashions from the runway, delivered to your doorway. Music Our staff of music experts uncover rare recordings, coveted imports, and early releases to please the discerning ears of our customers. If you re up against that miserable, unyielding blank page, or the humbling writer s block that turns writers into cappuccino aficionados and cigarette hobbyists, then think about some of the brands you already know. A lot of the popular companies boil down their principles and goals to short, snappy phrases. For years, Nike s corporate mantra has been Authentic athletic performance. Starbucks uses Rewarding everyday moments. These are great examples, because they capture both internal expectations and customer benefits. They re ingenious, too, because Nike isn t just about shoes and Starbucks isn t just about coffee. These statements don t pigeonhole the companies they re wide open, yet focused.
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Discovery Equals Growth
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Sometimes discovery takes intention. When you intend to discover something important about your business, something that could possibly make you more money and make a stronger connection to your prospects and buyers, you inevitably succeed. Guaranteed if you spend a half hour to an hour in a quiet place somewhere, you ll find out some things about yourself and your business that should be taped to your computer monitor or framed in a hallway plaque. What you discover will be useful in a very practical, tangible sense, too. As we progress through this book, you ll have plenty of opportunities to apply your mission statement to your eBay business. You ll use it in your eBay Store, your e-mail signature, and other marketing efforts. And the discoveries you make will be applied to every communication you have with customers, from the items you put up on the auction block to the follow-up e-mails you send to satisfied customers.
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Tip: Don t gloss over your mission statement. You ll need it later in the
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book as we get into more detail with your eBay marketing efforts.
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What s in a Name
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That which we call a rose by any other name would smell as sweet. Well, maybe that worked for Shakespeare, but in the business world, your
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name is pretty darn important. It serves as both a first impression and the foundation for branding efforts and market perception. Your business name is a marketing tool that needs to convey in a few short words the message of who you are and what you sell. It needs to convey your business s mission or vision. If your business is fairly new, you ve probably recently experienced the exquisite angst that choosing a name can generate. Or perhaps you ve been using the same business name for years and have experienced varying degrees of satisfaction with the choice you ve made. Whatever your situation, take some time and put forth the effort to assess how well your business name is working for you. Take a few minutes to scrutinize your business name and ask yourself the following questions: Is your business name easy to understand and remember It needs to be simple to pronounce and pleasant to hear. If you have an uncommon family name, the kind that telemarketers usually butcher, it s probably best to avoid using it as part of your business name. Is your product line easily identified by your name Customers don t want to have to guess about what you re selling, so avoid being vague. Poseidon s Pool Supplies is a perfect example, because it has a catchy, mythological element, but it s also very clear about the line of products being sold. Including an indication of your product line in your business name also helps with search engine optimization a strategy we will discuss in 2. Does the style of your name reflect your business For example, a cutesy name like Kitty Corner would be great for someone selling pet supplies, but a business that sells high-end consumer electronics will need a name that is more cutting-edge, like StereoTech or SoundLab. Is your name too trendy You re going to need to grow with your business name, and you won t want it to sound dated in a few years. Consider the naming problem that 20th Century Fox encountered at the beginning of the new millennium. Does your name pose any trademark infringement dilemmas Think of the legal wrath you may incur from the lawyers at a certain toy store chain if you name your business Computers R Us. You can check the trademark status of business names by going to http://www.uspto.gov. How unique is your name Searching for businesses with similar or identical fictitious business names is usually a part of the process of registering a business with local governmental authorities. However, it s equally important to check the uniqueness of your name in the eBay world.
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