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Perceived value is important, too. Customers want to be sure they re getting value and not being overcharged. Some eBay sellers offer perceived value by describing how they cut out the middleman, sell direct, and avoid overhead costs. Here s one rather detailed way of doing this: These high-quality widgets run about $30 $40 retail, but they ve been going for $25 on eBay. There s been fairly good supply lately, but that may be winding down. They come from Puerto Rico, so they re not as expensive as the French widgets that consistently sell for $3 to $4 more. There s absolutely no difference in the quality. It s just a matter of longer shipping distances from France. There s lots of information here, and some pretty heavy selling goals are accomplished: Estimated price and value is established. Context for pricing is established. Quality is reinforced. Increasing demand and decreasing supply is implied. Reasons are given for the pricing information. Expertise in the industry is established.
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You can use this kind of explanation when your item costs more than a similar item, too. In this case, you explain why the product is better (that is, higher quality, of superior design, includes more features/benefits) and then justify its higher price tag. Estimating value helps you sell, but it also helps you get started on your description. It s a great way to start thinking about your product and considering its benefits. After all, value is comprised of benefits.
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Write Effective FAQs
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eBay item descriptions serve multiple purposes, one of which is to act as a retail salesperson. In a traditional retail environment, an effective salesperson takes the opportunity to present the product in the most favorable light possible. She calls attention to details, recommends uses for the object, and answers questions. On eBay, a Frequently Asked Question (FAQ) section serves the same purpose. In short, FAQs do the following: Dispel fears Overcome common objections Communicate benefits in the Q&A format
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Clear up nagging questions that don t fit into selling copy Educate less experienced prospects Clear up technical concepts Let s say you sell mini-bikes, the little motorcycles that you see buzzing around suburban neighborhoods. Buyers have lots of questions about these bikes that need answering before they move forward with bids. Here are just a few: Do I need a motorcycle license to drive a mini-bike Are they safe Are riders required to wear a helmet Can a regular motorcycle mechanic work on them
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Imagine how long it would take to answer every question of every prospect via e-mail. An FAQ solves the problem and gives you a new opportunity to stress benefits and reduce resistance. You also spare yourself the loss of a customer who goes to a competitor s listing to find the answer to a question.
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Tip: Only one out of ten people who have a question will take the time
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to e-mail you. So nine others had the same question but didn t bother. If you don t address details up front and provide FAQs, you ll most likely lose those nine invisible customers. Many sellers find that FAQs are much easier to write than prose-style text. The whole Q&A process really gets the creative juices flowing. Once you ve put together a compelling description for one of your products, you ve got a boilerplate for other products. Click the Sell Similar button under the Action column on your My eBay page (Figure 4-1) to reuse that description wherever you need it and adjust as necessary. The whole process is not all that daunting, especially when you have so many ways to dive in and so many techniques at your disposal to get the process going. You can Write FAQs Estimate value Use the bucket brigade Link features and benefits Zero in on positive factual information
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Note: We ll have more tips and tricks in the Fine-Tuning Your Descriptions section a bit later in this chapter, and 5 goes even deeper into the persuasive approaches that work best on eBay.
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