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Traditional Marketing Techniques for eBay Auction Ads
Ya know, I sort of giggle when I look at an ad on eBay that's
just a black and white description of the item or product that's
up for bid. It wasn't long ago at all that I would have done the
exact same thing, but once I understood some traditional
marketing techniques, not just been exposed to them; everything
looked totally different.
It's been a few years now and I can't imagine how I got by in
a "sales" career beforehand. I had been a fairly successful
salesman in the mortgage business, or the term the public uses;
Mortgage Broker. A commission only job with no promised monthly
salary. My income was totally based upon my sales success or
"lack of", each month. How was I able to eat without knowing how
to write ad copy or how to use the "hook", or how to effectively
use a "take away" move..?
Simple answer: Born for it.
If you're like me, in that you enjoy selling something that
you, yourself are sold on, then eBay is where you need to be and
learning traditional marketing techniques is the way to have any
type of success. There is no other way for, us po folk(not
millionaires), to reach such a huge amount of potential buyers
for ANY type of item at all. One hundred twenty five million
users! Whoa. At this point, they have daily new user sign ups in
excess of one hundred thousand people...100,000 each day!
THE PRODUCT IS NOT WHAT YOU ARE SELLING!!!
Things are much more technical than that. Here's a short list
of the different focuses:
- Gallery picture is to grab attention only. It's not about
looking nice and neat or pretty or professional; it's about
human instinct, the power of basic colors, and their contrast
with each other. It's about getting noticed on a page of 25
items in a list! We all just browse lists...there is no reading
lists word for word! Of course I know that there are
exceptions, but the majority are predictable.
- The title is not for describing the item! Don't think for a
minute that you will get noticed by enough people to make real
money if they don't see you when they search. The bottom line
is that most purchases are the result of a search at the top of
the eBay page. Knowing this, you'd think that the search would
be checking the entire ad text for matches, ...not! There is a
specific checkbox to choose this option right next to the
search area, but most don't "check" it, so normally the search
is only checking the title. Think about that. Now do you
understand why some of those auction titles sounded so
stupid..? You got it! They are the smart ones. There's a real
art to creating a title that sounds somewhat normal while being
keyword rich.
- Feedback must remain clean, if not perfect! It's an opinion
and mine will not sway. There's an inherent communication
problem on the internet already. Why would you do anything at
all to place more doubt in a prospective buyer's head..? Well,
one bad comment can ruin the whole record for, at least 10 more
sales because they're structured like this blog, backwards! The
bad comment will be there until you fill the page again with
positive comments! Just keep it perfect at all costs or don't
get upset when they bypass your item for someone else's.
- Pricing. Again, more of a marketing or psychological factor
than most think it is. Information products are even more
suited to this because their value is based, partly, on
perception or what people think it should cost. That literally
means that a new product can sell more units priced higher than
comperable products just because it's more expensive! Now, what
I just said was not that they sell for more so they make more.
I said "units". It's possible to sell 10 for one price and 10
for a higher price, quicker. If the whole dynamic, or feel of
the ad, gives the item a higher perceived value, rather than a
"ripp off", they may even move faster because of being more
expensive. I'm beating this horse because most people are
trained the opposite of this, that cheaper is better... Pricing
is a tool, just a really important one to get right.
- Traditional ad copy is usually a sales letter that is
absolutley focused on purchasing your interest with well
placed, and sometimes viosually appealling, words. Just as the
title was only to get you to click the ad, the headline or
first words in the desciption should be focused on getting you
to read it and go to the next line. That's where the hand off
takes place and now it's the second area or headline's job to
kepp you and send you to the next. Just that methodical. The
only way I can see to do this effectively is being obsessive
about it. Invest some time in this because it directly effects
your income, period. Sometimes I like to write most of the ad,
right off the top of my head, then go over it with a fine tooth
comb, making adjustments, over and over and over and over...
Till it works and flows properly. Every great marketer has
seemingly strict opinions as to which words to use or not and
which colors to use or not. The funny thing is that a huge part
of a marketer's job is to test new things and question there
skills to hone them. I'm caught up in this circle all the
time...
- Your "store" policies. The only way to really get the idea
of why you need to be particular about things such as this is
to look around at the other auctions. You will definately run
into some cheesy ones and some really well done policies. Now
pick which seller you feel more comfortable paying money to "up
front" for a purchase... Get my point..? Be a pro at all times,
trust me; everyone is watching. Make your store policies more
fair than most and make them easy to read and understand. Don't
write them exactly the way you want to see them, smarter people
than you will read them AND dumber people than you will read
them. You need to make each of us feel good about you
here.
Once you grasp these as the truth that they are, you'll see
the potential of eBay just because you will simply be in the
minority! These are the first steps of becoming an extremely over
paid telecommuter or PJExec.
I've sold almost a half million dollars worth of products this
year, from my bedroom, without employees, and in my PAJAMAS! Not
one of my sales were drop shipped and almost every one of them
was an Information Product.
I'm a High Level Powerseller on eBay, AND, I'm a Certified
eBay Education Specialist, trained by eBay. When I took the
acceptance exam to be an Education Specialist, in September 2004,
my exam ranking was number 1! There were 582 other trainers at
that point.
I have gross eBay sales of more than $300,000 this year.
I also have gross website sales of more than $140,000 this
year.
I have 100% Positive Customer Feedback!!!!
I have Zero Employees.
I work, at home, in my PAJAMAS!
http://www.PajamaExecutive.com
 MORE RESOURCES updated Mon. March / 15 / 2010
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