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Sell Anyone Anything with Words
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To shape up their listings, Janelle changed all the copy in their descriptions. No more misspellings, no grammar problems, and every I was changed to a we. These simple tweaks made the business sound like a bigger, more corporate outfit. They originally took photos in their warehouse, with all of their equipment and pallets in the background. To clean that up, Janelle created a simple backdrop for each product shot. She also included a 100 percent money-back guarantee in all their listings. Another client sells stay-at-home mom products. By adding both written and visual personality cues to her listings, she creates the image and feel of a kitchen setting, which appeals to most stay-at-home moms. Take a look at some of her phrasing and you can get a sense of it: I keep your item safely in my home until it can find its way to its new home with you. Please feel free to pull up a chair and let me know what you liked about our site, or if there is anything I can do to make you feel better about your purchase. I choose only the best in quality for my family...and I do the same for the items I list on eBay, as you are part of my eBay family. Old-fashioned customer service. Shoppers browsing through her store get a cozy, down-home feeling when they visit, like they re eating cookies and drinking milk with the proprietor while they browse the shelves.
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Connect People and Add Emotion by Suggesting Gift-Giving
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By purchasing something for yourself, you satisfy your own needs. When you give a gift, you connect people and infuse emotion. That s powerful. If you re selling something that can be given as a gift (which is almost anything), you need to include some copy that persuades the reader to buy the item as a gift. Keep it really simple these make great gifts or add some imagination treat your husband to the night of his life with these widgets. If you don t offer up the gift option, you may miss a sale. Some people get distracted on eBay, and they find things that they ll almost buy. Maybe they think it s frivolous for themselves. But once their personal rolodex starts spinning, they often find someone they know who would get a kick out of the item.
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If you want to delve further into the motivations of gift givers, as opposed to pure consumers, think about the information presented in the following table. You ll find the ideas and descriptions necessary to connect with gift givers.
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Problem solver Needs meeter Ego builder Stomach filler Safety seeker Jokester Helper Savior Educator Celebrator
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This chapter covers a lot of material. We got into listing organization; persuasive strategies; writing basics; tone, style and structure; FAQs; giftgiving; and much more. Don t let the volume of information overload you, though. You don t have to take every piece of advice to improve your listings. We recommend that you take a tip here and there and apply it to your listings as you see fit. Experiment with new writing techniques. Test and witness the profitability of your efforts first hand. Practice your description writing skills. The more you do it, the easier it gets. Come back to the chapter at a later date and use some more. There s no rush. Just constantly improve your listings, and think of your business from this customer-centric, strategic perspective.
5
Advanced Marketing Strategies: Extra-Mile Salesmanship for High-Profit Sales
ood salesmanship is often discredited and undervalued. A lot of people think that competent salespeople are just friendly, naturally gabby, and blessed with good looks. Some of that may be true, but most of us overlook the fact that good salespeople have well thought out, detailed marketing plans. They do their homework. Top-notch sales professionals: Know what s selling and why Are intimately connected to their best customers Understand what motivates their buyers Are experts in their field Tell a good story Are problem solvers Sell complete solutions (for example, a charger and a phone rather than just a phone) Ask for the order constantly and close What does this have to do with selling on eBay Everything salesmanship is the fundamental driver of profitability. This chapter shows you how to emulate the habits and talents of a good salesperson to boost your bottom line.
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