Rhetorical question, of course.. but something you need to
consider as an eBay seller.
People make decisions about purchases with only a handful of
facts but a cart full of historical feelings, personal viewpoints, and even
superstitions or prejudices.
Marketers Are Liars, Seth Godin offers some examples of how perception
* “The psychic
impact of a nasty flight attendant is more important than a plane arriving ten
minutes early at its destination.”
* “The enthusiasm a
company’s staff has when they install new robots on the factory floor can be
just as important as the work those robots actually do.
* “If a friend has
responded beautifully to a placebo drug, is it right to tell her that she’s
taking nothing but sugar pills,” he asks.
“In other words,” he continues, “irrational beliefs aren’t a
distraction – they are an intrinsic part of the quality of the product… Storytelling works when the story actually makes the product or service
When you’re writing a description or a headline in a product
listing, ask yourself a simple question: “What do people want to believe about
this product?” Then ask, “Is it ethical to present the product in tandem with
the emotion?” If it seems like you’re perpetrating a fraud, drop the subject
But if there are certain feelings and connections that go
naturally with your product, go ahead and milk those connections for all
they’re worth. After all, would you sell a Porsche without intimating that the
person buying it will feel really cool? Would you sell candy without playing up
the fun and excitement?
Take the facts and dress them up a little bit. The
sale is partially need-based and partially emotion-based.