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Figure 4-1 The Sell Similar hot spot to the right of each item allows you to reuse boilerplate description information.
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Bulleted and Numbered Lists
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Studies show that readers like their text broken up into different formats, and they like information presented in quickly digestible chunks. You can accomplish this easily with bulleted or numbered lists, which can help you do the following: Communicate information efficiently Provide clarity Make salient points easy to read Eliminate verbosity Demonstrate things pointedly Offer information at a glance
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Tip: People love Top 10 lists. Try including a section like this in your
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listing: Top Ten Reasons Why My Gizmo Is Better than the Competitor s Doodad.
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Keywords and Item Titles
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Keywords help buyers find your product among the millions of items available on eBay. So you need to use care in choosing the words that potential customers will use to describe your product in their searches, and use them in your item title and description. Put yourself in the prospect s place and brainstorm the words he would use to search for your product on eBay. Obviously, the primary keyword would be the object itself. Other essential keywords include: Manufacturer or brand name Model Style Color Material Country of origin (if it indicates quality or uniqueness) Age or year made (especially for antiques and collectibles) Condition (new, mint condition, and so on) Size Different spellings of the item
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Zero in on the best keywords to use in your title and description by using the eBay search engine to figure out what keyword titles work well historically. Search your own keywords and see what comes up. Sort by completed item sales and by highest price first.
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Tip: Recall the keyword searching tools discussed in 2 They work
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great for finding keywords for item titles, too.
Selecting the Right Category
Category listing is so important. Many buyers browse the categories of their interests and others perform category-specific searches. If you want them to find your goods, you need to use the right category. For some items, your category selection will be obvious. For others, you may be faced with choosing between two or more possible categories.
Sell Anyone Anything with Words
eBay does offer the category selector tool on the Sell Your Item form. However, this tool merely suggests possible categories without giving you any information on how sales of the item have performed in each category. The smarter way to choose your categories is to search through completed sales of similar items and examine the categories chosen for the items with the highest sales price. For items that have the potential for multiple categories (and if it s within your profit margin to incur the additional listing fees), we offer two strategies: For fixed price, multiple quantity items, create separate listings for your items in different categories. It will cost you the same amount in listing fees as creating a single listing with two categories, but it gives you the power to track the customer traffic and sales success for each category. For auction-format items of unique goods, stick with a single listing. If you have only one item, then use two categories. The goal is to attract as many potential bidders as possible to the single listing. This creates a perception of scarcity, and it fosters competition that drives bidding higher. You may pay more in fees, but the final gavel price will make up for it. However, if you have multiples of that same item, then do not use two categories the reason being you will not be able to track which of the two categories your buyers are using to find your item. List one item in your first category, and then next week try out the other category. Compare the amount of bidders/views you had for each listing. By targeting your buyers, you ll utilize your listing fees more effectively. Also consider common misspellings or other words or names that people use to describe your product. For example, if you sell Spider-Man comic books, you want to include Spiderman and Spider Man (as well as comix and comics) in the list you create. The final item title must be absolutely clear about what it is you are selling in 55 characters or less (including spaces). (To demonstrate just how
short that is, the previous sentence is 123 characters in length!) With just 55 characters, you need to be smart about what you choose to include. Terms like WOW! or CUTE! or LOOK! are used frequently by eBay sellers, but think about it before you choose such words who s going to be searching for those words Nobody. You are wasting valuable characters. If you run out of keyword ideas (and you still have space which is unlikely), become a human thesaurus. Call the product something else or use associated words that will net more searchers (think tinkerbelle, tinkerbell, and tinker bell). Perhaps Europeans refer to your product a little differently from Americans. Get into the heads of those who are typing in the search terms.
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