1. Make sure your eBay copy has “You Orientation.” When writing about their products and services, most people make the mistake of “presenting.” They think they have to run down a list of features and blow the prospect away with the niftiness of the product and the solemn dignity of the company.
Forget that. Product features can be listed after benefits, and company horn-blowing is useless. It’s only useful when others are doing it (in the form of testimonials).
To create “You Orientation,” you must live in the customers´ shoes, think like they do and craft your copy accordingly. Ask yourself, what will the customer actually get out of this purchase? A bargain? A chance at self improvement? A quick solution to a common problem? More self esteem? Future cost savings? Identify the benefit and use the word “you” in the copy… as in, “This widget will help you build self esteem and save you money in the process.” Or, better yet, ask questions — “Do you want to win? Lose weight? Make friends? [insert dream here]?
2. Make an offer. Yes — your product has a price (or it will after the auction is over). But that’s not the end of the story. People respond to additional offers besides the main price/product offer. Give them some choice and encourage them to step closer to the bid button. Offer free shipping for BIN. Use “buy one get one free” sales. Offer valuable free information with each purchase. Toss a premium/bonus into the box. And let the customer know about it, of course. Anything you can do to differentiate your products from the hundreds of others that come up in searches helps.
3. Keep your pages clean, orderly and simple. Don’t be tempted by fancy HTML bells and whistles. Stay away from bright colors and flashing gifs. Use simple, readable fonts that have seriphs. Don’t use ragged left or centered text. Don’t type in all CAPS.
4. Use testimonials in the body of your product copy. Spotless feedback scores are fantastic, but you can do more. If anyone speaks highly of your product or service, include a quote from them in the body of your description. You can pick these from overly zealous feedback descriptions or ask customers for quotes directly. Think about how important these mini reviews are on Amazon. Work testimonials into your copy to make your products and service even more attractive.