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Secret Sauce Features vs. Technical Nonsense
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Some vendors and manufacturers crave differentiation so desperately that they devise strange, incomprehensible product features. They get into all kinds of trouble describing crazy features and XM-3000 performance statistics that are lost on the potential customer s dream receptors. If your product really does something different, if it s oozing with secret sauce, then certainly highlight that. However, do it by connecting with buyer benefits and keeping it simple. Here s a good benefit list about a Palm handheld device that was listed on eBay: Read and reply to your business and personal e-mail. Send an SMS message and collaborate quickly with colleagues. Type an e-mail to your team on the thumb keyboard. Use the phone feature to make a call and take notes at the same time. Edit spreadsheets, documents, and presentations on the Tungsten W handheld s crisp, high-resolution color screen. Keep track of calendars and contact information. Notice the seller didn t lead with confusing features like Motorola MC68VZ328 33 MHz Display, TFT active matrix - reflective - 16-bit (64K colors). Those may be important when it comes time to compare the device to others, but the dream needs to be sold first.
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Selling As News
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When you ve got new information that s topical, educational, scandalous, insightful, groundbreaking, scientifically important, or even just plain wacky, you have an opportunity to capture buyer attention. If there is any news that pertains to your item, use it. There are so many ways to find out about the products you sell. Manufacturer sites contain news.
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You can Google for new information (or try IceRocket.com, which specializes in the most up-to-date news and blog information). The news itself (like the Wall Street Journal or the AP wire stories in Yahoo! News) offers new findings about products, fads, health trends, advances, improvements, and other pressing information. If the news is a breakthrough, no matter how small or seemingly insignificant, let your market know about it. If Shaquille O Neal uses the product, let them know. If Americans consumed 4.5 million of them in 2004, let them know. If your product was involved in the creation of the largest pickle on record, by all means, let them know.
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On the average, ads with news are recalled 22 percent more than those without news.
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Using Different Styles, Tones, and Attitudes
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To borrow a jingle from a weak 1980 s sitcom: It takes different strokes to move the world. People are different, they communicate in different ways, and they appreciate different presentations. You can t sell orthopedic devices with a hip-hop sensibility. By the same token, you can t sell Gameboy cartridges with the rigid tones and attitude of a PTA parent. However, you can use tone, attitude, and style to your advantage if you can pull it off. On television, commercials allow the voice talent to change attitude according to the product being offered. Truck commercials, for example, usually feature gruff, low, macho men voices as the trucks splash through mud and climb across rocky terrain. Financial companies feature reasoned, seasoned voices that are supposed to instill confidence in the viewers. Lingerie commercials feature a soft, sexy, feminine voice. Chances are, you re so involved in your industry that you re already talking the talk. If you ve got the chops to make it work for you, by all means, use them. However, if you re selling Ice Cube CDs and urge prospects to get jiggy wit it, you may have some credibility problems. The lesson here is don t fake it. Nevertheless, one of the advantages to selling on eBay is that you can be anyone you want to be. With the right image overhaul, you can go from ragged to polished with just a few tweaks. For example, author Janelle did some consulting work with two brothers from New York who sold liquidation items on eBay. Their eBay listings made them look like Tony Soprano underlings selling stuff from the back of a truck not a good thing for customers interested in customer support and purchasing security.
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