The 7 Essential Steps to Successful eBay

Reveals what it takes to make your listings stand out from the crowd, inspire confidence in buyers, close the sale and keep customers coming bacl for more! In this must-have book for eBay entreprenuers, eBay experts reveal how to reach the more than 100 million registered users and catapult your sales. Learn how to make listings stand out, inspire buyer confidence, close a sale, and keep customers coming back.An eBay University Instructor, a Fortune 100 marketing specialist, and an eBay PowerSeller offer valuable marketing insights and tried-and-true techniques for propelling eBay sales to the next level.

Janelle Elms (Kirkland, WA) is a lead instructor with eBay University, creator and teacher of the eBay 101 and 102 classes, and a Silver Power Seller on eBay. Phil Dunn (Costa Mesa, CA) is a marketing consultant and advertising writer whose clients include Fortune 100 leaders Microsoft, Hewlett-Packard, Pitney Bowes, and IKON. Amy Balsbaugh (San Francisco, CA) has been selling antiques and collectibles on eBay since 1998 and is an original member of the PowerSeller program.

Acknowledgments

vii

Introduction

ix

Chapter 1 Make a Plan: Your First Step to Success

1

(28)

Know Who You Are

Know Your Product

Know Your Customers

Know Your Competition

Tie It All Together to Create Your eBay Brand

Chapter 2 Seller's Toolbox: Use eBay and Other Resources to Increase Sales

29

(28)

Listing Creation and Management Tools

Other Cool Tools to Help List and Manage Sales

eBay Stores

Other Marketing, Promotion, and Customer Service Tools

Decisions, Decisions: The Best Tools for You

Chapter 3 Putting a Face on Your eBay Brand: Critical Presentation and Visual Techniques

57

(28)

Creating Your Own Graphic Identity

Designing Your eBay Listings and eBay Store

Beyond the Screen: Using Your Brand in Printed Materials and Packaging

Details, Details, Details

Chapter 4 Sell Anyone Anything with Words: Effective Copywriting Techniques

85

(28)

Organize Your Listings

You're in the Marketing Business

Selling Dreams and Benefits

Doing It-Description Writing Basics

Keywords and Item Titles

Creating Headlines and Subheads

Fine-Tuning Your Descriptions

Connect People and Add Emotion by Suggesting Gift-Giving

Chapter 5 Advanced Marketing Strategies: Extra-Mile Salesmanship for High-Profit Sales

113

(32)

The Power of Scarcity

Leverage Your Authority and Expertise

Testimonials: Get Past Customers to Sell Your Future Prospects

Storytelling Sells

Setting Up/Solving a Problem

Provide Choices

Always Be Closing (ABC)

Cross-Selling and Up-Selling

Drive Traffic to Your eBay Store and Listings

Chapter 6 Customer Satisfaction and Retention: The Holy Grail of eBay Sales

145

(30)

Building Customer Satisfaction

Building Positive Feedback

Customer Retention: Strategies to Keep Them Coming Back

Chapter 7 Take It to the Next Level: Charting Your Course, Measuring Success, Planning for the Future

175

Charting Your Course

Analyze Your Return on Investment

Plan for Growth

Continue to Learn

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The 7 Essential Steps to Successful eBay Marketing

Summary

Author Biography

Table of Contents

Supplemental Materials