Let’s talk about Frequently Asked Questions (or FAQ’s) for a second.
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, an FAQ section serves the same purpose. In short, FAQs do the following:
"?¢ Dispel fears
"?¢ Overcome common objections
"?¢ Communicate benefits in the Q&A format
"?¢ 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?
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.
eBay allows you to develop FAQ’s for each item you sell automatically, of course. Any time anyone asks you a question about the item, you can choose to check the box that publishes the answer on the listing when you answer the question.