Excerpt from The 7 Essential Steps to Successful eBay Marketing
A picture is worth 1000 words. However, the words are summoned by the viewer, not the seller. You could show two people a picture of a puppy, and one would say "adorable," the other "fleabag." The picture is open to thousands of interpretations.
For that reason, when you write your eBay descriptions, you want to complement your visual achievements (photos and layout/design) with words that manage perceptions while presenting facts. You want to stoke the flames of enthusiasm while staying true to reality.
Nobody buys anything without being told something about it-whether that´s in verbal or written form. So it´s important to choose your words wisely and engage in the art and science of persuasion in each of your eBay listings. When you take the time to craft a strong item description, you inevitably persuade
people to buy from you. It doesn´t matter whether you have competition
or not-you need to convince somebody to purchase what you´re selling. Solid item descriptions help you do that.
In this chapter, we cover writing fundamentals (and some added tips and tricks) that transform repellant, snooze-fest descriptions into magnets of commerce. We show you how to do the following:
"?¢ Organize your work
"?¢ Align your thoughts with the customer experience
"?¢ Format your writing for optimal appeal
"?¢ Write like a pro
"?¢ Assemble the optimal mix of keywords
"?¢ Create eye-catching headlines
"?¢ Fine-tune your descriptions
We also unveil some trade secrets from professional advertising copywriters
that help you write descriptions quickly, easily, and profitably.
Organize Your Listings
The first step is organizing: For each item you sell, you want to make an analysis of your effort versus your profit. Obviously, if you stand to make $500 in profit on a particular item, it´s worth your time to craft an effective description. But even if you´re selling a large quantity of low-margin items with just one listing, the extra time it takes to write a good item description is worth the trouble. If you are selling 100 gadgets and you can potentially profit by $5 on each of them, that´s a total of $500 in your pocket. It´s definitely worth taking an extra 30 minutes to write a powerful item description.
When you start prioritizing your description tasks, put items into mental
buckets. Use one bucket for products that need your attention now. Make another bucket for low-margin items you might want to re-evaluate for value-add activities (perhaps overhauling the description text), and then use another bucket for products that can be dealt with quickly by cutting and pasting previously
successful descriptions. Think assembly line here; you need a system that guides your priorities and steers you toward high-value or high-profit marketing activities.
Fortunately, eBay automates the cut-and-paste process as a free service. The Sell Similar link at the top of every item listing page (and in the My eBay interface) lets you pull up previously entered listing details, which you can revise and apply to a new listing. Sellers who use listing management services
like eBay´s Turbo Lister or similar third-party services can also duplicate existing entries and then recraft the text for new listings.
What About Keyword Titles?
You may be asking yourself, "What about the item´s title? What keywords
should I use to attract buyers to my listing? Don´t I need to get those together first?" You could go this route, but there´s a method to the mayhem here. First, you want to understand your customers and their needs, and then you can work backward, building the description and then zeroing in on the keywords that attract customers to your listing. It´s a really economical way of quickly getting down to the nitty-gritty without glossing over important details. You could do this in the opposite order, but you might miss some very important discoveries along the way.
… [More to come]…