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nudging them off the cliff. With every reason you give, your potential buyer is
closer and closer to becoming an actual customer.

With every feature and function you list, you are growing the desire your visitor
already has. As I said, the visitors of your listings already have the desire to own
what you are selling, they already have many reasons to buy your product
implanted in their mind. You are simply confirming those reasons and perhaps
giving them new reasons as well.

A powerful technique to build value and grow the desire of your potential buyer is
to list every feature and function of the product in point form (bullet points).
Right under the main description, you should include a list of bullet points. By
listing everything positive that your product has to offer one by one you can
create a wealth of value.

Too many sellers assume that everyone that visits their listings already knows
everything there is to know about the product, so they write a brief description
with no explanations of what all those features and function actually mean. What
they don't know is that they are losing a lot of money in the form of bids. Most of
the visitors want more detail, and some get confused after reading their
descriptions (if the features of the product have difficult, technical names), the
confusion leads to doubts, and doubts lead to feeling uncomfortable.

Even though other sellers might be selling the same thing, their description is
much more detailed and informative. The description also gives reasons for
buying the product, and builds up its value. So who do you think gets more bids,
the guy with the brief description or the guy with the detailed description?

Even if the two sellers are selling the exact same product, the one with the
detailed description will seem more valuable. The product with all of those great
features and functions explained will seem more valuable in the eyes of the
visitor. It will also be associated with the feeling of desire and comfort, while the
product with the brief description might bring feelings of confusion, frustration
and doubt.

SIMPLICITY: The description needs to be simple, clear and easy to understand.
Everyone who visits your listings should be able to understand them. You want to
get your message across to everyone that comes across your auction, so make
sure you use language that everyone can understand and that your description
makes grammatical sense.

Just because you know big words doesn't mean you have to use them! Not
everyone has the vocabulary of a college professor and those who do can
certainly understand simple language. Your listing needs to be understood by
everyone who visits it, if you use big words or uncommon slang you are simply
cutting a big chunk out of the number of potential customers that are interested in
the stuff you are selling.

Simple and easy is effortless and enjoyable, that is what everyone wants! By
making your listing easy to understand you make it a pleasant experience for the
visitor. When the visitor clearly understands everything, they feel confident and
any doubts they may have had about buying from you begin to diminish.

By making your listing simple, you give the visitor a chance to focus on what you
are selling instead of trying to figure out what the heck you're talking about. And
that's what you want, you want the visitor to focus on the product being sold, you
want them reading the description, looking at the pictures, day dreaming a little
bit and than placing a bid.

A confusing and hard to understand listing will frustrate and confuse the visitors.
Feelings of frustrations and confusion will lead to doubt. A frustrated, confused
visitor full of doubt will not be in the mood for shopping. So please make sure
your description is easy to understand, because the last thing you want to do is
convert desire and confidence into frustration and doubt.

***Key point: A confused mind never buys!

Describing flaws: if there is a flaw in the item you are selling, make sure you
mention it. This is very important, because if your product has a flaw and you
don't mention it in your listing, you could get negative feedback and a request for
a refund from the person who buys the flawed item. A refund will lose you
money and can hurt your reputation. You don't want to be known as the seller
who sells flawed products.

A flaw is negative, it's a turn off. But it must be mentioned unless you want to
lose money. But then again, the last thing you want to do is mention something
negative in your listings. That's why there is a trick to mentioning flaws...make
the flaw sound positive.

Make it a positive, make it a plus. How can you make a flaw positive? You can
say "this product has a small flaw that has no effects on its functions, but
because of this flaw you save big bucks! When something has a flaw it's usually
worth less, that is the obvious advantage of products with scratches or dents,
their cheap!

So if there is a flaw; mention it, but make sure you mention it as an advantage.
Tell the visitor that they would be saving money just because there is a scratch. If
you simply mention the flaw, it will stand out among all the positive points like a
sore thumb. You need to tell the visitor why they want the flaw, why your flawed
product is better than a new one and what they would be gaining by buying your
flawed product.

As a positive side effect, I™ve even seen some flawed products sell better than
their competitor™s version of the same item, deemed to be “perfect”. This is
especially true for items which are known to virtually always have flaws. I think
the reason for this is because your mentioning of the flaw builds you up as an
honest person, whereas the seller who claims to have a “mint condition” product
might be more sketchy.

You need to tell the visitor what to think, you need to push the visitors in the
direction you want them to go, towards you. If you have something that sounds
negative in your listing, it will push the visitor away from you. So turn negative
into positive, you can even have the flaw mentioned in your bullet points:

- Small scratch on the top (saves you money!!).

If you don't mention any flaws or defects the item you're selling; you can be
considered untruthful, a liar, a cheat, someone that rips people off and takes
advantage of them. If you do mention the defect or flaw, you will be an honest,
truthful and honorable person. Everyone likes and trusts truthful, honorable
people. If your visitors trust you, they will feel more comfortable.

So don't be afraid to mention any defects or flaws that the product you are selling
may have. By mentioning the flaw and using the advice I gave you, you can
actually gain from the defect or flaw your product may have. You can gain trust,
respect and cash!

PHOTOS: Remember that when a person buys something from eBay, they don't
actually get to see, inspect and try out the item they are buying. This is why good
photographs are a huge part of attracting bidders. The better your photos are, the
more likely it is that people will bid on your items.

That is why you should have multiple photos of the item you have up for auction.
You need to show every part of the product in your photos, so the visitor can see
what the product he/she is about bid on looks like. Remember, if the visitor was
in a store they would get to see the product from all angles.

Remember the saying "a picture is worth a thousand words". On eBay its worth
two thousand”at least! You need good, clear photos in order to maximize the
efficiency of your listings. And to take good, clear photos you will need a good
camera. If you want to sell small products like watches, jewelry, MP3 players,
palm pilots and other compact products you will need to take very close up
pictures, for that you need a camera that is cable of small detailed photos.

The pictures in your listings need to compliment the product you're selling and
make it look beautiful. For that you need to take the photos in good lighting and
at an angle that shows off your product's good looks. If your camera is of cheap
quality, the pictures might turn out blurry. Combine blurry pictures taken at bad
angles with bad lighting and your product can turn out looking worth half of your
asking price.

Having clear, detailed pictures that compliment the product you are selling will
create more value. Pictures that make the product look great will also grow the
desire your visitor has to buy the product. Desire is big, and pictures that show
the product in all its glory will definitely create more desire.

When taking picture of the product you are selling, your goal should be to make
that product look like a million bucks, even if it's only worth $1.

Some sellers try selling without photos, and their items still sell. They decide that
since their items are selling, why bother taking the extra time? This is a big
mistake! It™s a well known fact that adding pictures will increase the number of
bidders and will result in a higher selling price. Even if you could sell your items
without picture, don™t do it. Use photos and maximize your profits.

SHIPPING, PAYMENT, GUARANTEE: After you describe the product, you
need to provide the visitor with a host of other information; shipping, payments,
return policy etc. While most sellers don't pay much attention to the way they
write their shipping and payment information, these parts of your listing can be a
very important factor in bushing the visitor over the buying cliff.

SHIPPING and HANDLING: the shipping charges can be a big deal to anyone
that buys off of eBay. Nobody wants to save money on a product only to find out
they are getting ripped off on the shipping charges. If you are making a profit
on shipping charges you are likely losing profits in sales.

A big shipping charge will be a big turn off to most people that visit your listing.
Your great item description that makes visitors anxious to buy your product can
be completely useless if your shipping and handling charges are clearly a rip off.

That is why it is important to charge the lowest possible price you can for
shipping. You need to charge the absolute bare minimum you can for shipping
and handling, if you do this many visitors will take notice.

Also, you can get in trouble if you charge exorbitant shipping fees. For example,
if you charge $0.50 for an item but $10 for shipping, then it will be obvious that
you are trying to make your profit from the shipping. eBay calls this practice “fee
avoidance”, because eBay does not make a commission percentage on your
shipping charges. If you get busted for fee avoidance, you could be warned or
even banned as a seller.

No matter what others tell you, do NOT charge a flat shipping rate! I actually
read advice on eBay that tells you to charge a flat shipping rate because "it will
save you time." There are some cases where a flat shipping fee may be best, but
many times it is a downright bad decision.

Flat shipping rates give the customer no alternative, it takes control away from
the customer and that is not a good thing because most people like being in

What you should do is offer the customer several different choices: regular (7-10
days), priority (2-3 days) or express. This gives the customer control over how
much they pay for shipping and how long they wait for their package to come. If
you shop at most major online retailers (off eBay), you will see that™s how they do
things. The reason they do it that way is because it works. Control makes people
comfortable, and remember what we learned: comfortable people are more likely
to buy.

You should also give shipping discounts if a person buys more than one item
from you. This will give people a reason to buy more stuff from you and not your
competition. You will usually be able to do this without cutting into your profits
because it is truly cheaper to send items packaged together than separately.

If you are selling high ticket items that make you big profits, consider paying for
the shipping yourself. People love free stuff. The word "free" is a very positive
word and if you offer free shipping you will get to have a big "FREE" that catches
peoples attention.

Unless shipping supplies cut into your profit in a big way; you shouldn't make the
customer pay for them. This is the "handling" part of the shipping and handling.
You should always buy your shipping supplies in bulk, that way if you do charge
a "handling" fee it won't be very noticeable.

PAYMENT OPTIONS: you should offer the customer several different
choices of payment. It is better to accept more than one form of payment
because it gives the customer a choice, and lets them pay in a way he/she is
comfortable with. There are many ways out there to accept payments. You
should try to offer as many of those different ways as you can.

Most of your customers will pay you through Paypal, so make sure you get a
Paypal account (https://www.paypal.com/us/mrb/pal=26EWETAN98EPU). But
not everyone that buys things on eBay prefers Paypal, some may prefer Western
union's Bidpay or another payment system. The more different ways of payment
you accept the more people will be able to buy from you.

Another one you should definitely sign up for is StormPay because it can be used
by people in some countries where Paypal is not used. For your free StormPay
account simply go to:


By accepting only one method of payment, you are simply pushing away visitors
who prefer other payment methods. It makes no sense to accept only one way of
payment because you are losing business this way!

You should accept payments by Paypal, Bidpay, StormPay, wire transfer, check
and credit card. Some sellers even accept cash! The more forms of payments
you accept the more people will be able to pay you.

There are sellers out there who don't accept certain ways of payment because
they are afraid to be victims of scam artists. I can certainly understand that...no
one wants to be robbed. What these frightened sellers don't realize is that they
are being robbed every single day! And the worst part is, they are robbing them

If you are scared to lose a couple of hundred dollars you are not a business
person. If you are willing to lose thousands of dollars just to save a couple of
hundred, you are crazy! And that is exactly what some sellers do, they accept
payments only through Paypal, and on top of that only from U.S. citizens with
confirmed addresses. Wow! I can only imagine how much money these people
lose, just to be on the safe side.

Luckily that™s good for you, because you can gain an edge over your competitors
be accepting lots of payment methods.

There will always be dishonest people out there that try and take advantage of
your kindness. But 99% percent of your customers will be good, honest people.
Yes, the more types of payments you accept the more likely you are to be
scammed by someone, but it will still be that nasty 1% that's causing all the
trouble. Personally, I think it's worth losing a little bit of money to gain a lot of
it. If you don't know what I mean by that, I mean:


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