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One or two out of 100 people might try and scam you. Now let's say a seller
averages 300 sales per month to 300 different customers. Out of those 300
customers 3 try to scam the sellers. That is 1 out of every 100.

Now let's say our friend decides to accept every form of payment imaginable, and
as a result he gains an extra 150 customers per month. With those extra 150
customers he also gets 2 extra theft attempts. Now I'm no math magician, but I
would be willing to accept 2 extra scam attempts for an extra 150 sales every
time! Sure the seller loses more money to scams by accepting all forms of
payments, but he gains a lot more than he loses...a lot more.

I don't know why people are so scared of everything these days. Maybe its
terrorism or maybe it's the media....I have no idea. But I do know that if you are
going to be scared all your life, it will be hard for you to accomplish anything. So
stop always looking at what you might lose and start focusing on what you can
gain. And I assure you, Osama Bin Laden will NOT steal your money.

GUARANTEE: You need to make your potential customers feel comfortable,
completely safe and take away any fears or doubts they may have about buying
from you. A very effective way to accomplish that is to give a 100% money back
guarantee. This is no "secret", nearly every retail store, internet store,
manufacturer, PowerSeller does this. And yet a lot of eBay sellers try to avoid it.

Some sellers are scared of buyers taking advantage of their money back
guarantees, so they either don™t offer one, or they create a huge list of rules and
regulations that simply scare people away. A guarantee's purpose is to take
away any fear or doubt people may have about buying from you.

Some seller's guarantees do the exact opposite. There are just too many scary
rules and stipulations. That's why you need a 100% money back guarantee with
no strings attached!

The only "string" you need in your 100% money back guarantee is a time limit.
The best time limit to give is a 90 days. Don't worry, most items are returned
within the first couple of weeks, so if they haven't returned it in the first 30 day,
their most likely keeping it. So why give 90 days instead of 30? Because it
sounds better! Would you rather have 30 day guarantee or a 90 day one? 90
days of course.

A 90-day 100% money back guarantee can do wonders for your business. It will
take away doubts, fears and uncomfortable feelings of skeptical visitors, and
make them choose you over other sellers that have less promising guarantees.

I know what some of you may be thinking, but we went over this once before¦

You will gain more money that you lose. Sure there might be some people who
take advantage of your kindness, use the product for 90 days and return it. But
that is inevitable, the only way to completely avoid those nasty people is to never
do anything. Stop being so scared, you will gain much more than you lose.

CONTACT INFO: if a visitor wishes, they can contact you through eBay's email
forwarding system which is fairly easy to find and use. But even though eBay
already provides a way of contacting you it doesn't mean you can't make it more
easy and convenient for the visitors.

You should include an email address, and ideally a phone number, that people
can reach you at in case they want to ask you any questions. The email address
you give in
the listing should be the same one registered with eBay. As for the phone
number, you should get an extra business line that you answer between 12 and 3
or whenever is more convenient for you.

Providing a phone number is a good idea because it makes people feel safer
when ordering from you. A phone number is traceable and legitimate, and that
makes people feel comfortable. Calling by phone can also be more convenient
than email, but that is not the main reason you need to provide a phone number
in all your listings.
If you don't provide any contact information in your listings the visitors won™t
even have access to your email address (eBay never gives out your email). How
comfortable would you feel ordering from someone that you have never met
before, lives far away, conducts business over the internet and provides you with
no ways of contacting him/her? Providing contact information, especially a
phone number is more of a comfort than convenience issue. People just feel
safer when they know your phone number.

THE APEARENCE OF YOUR LISTINGS: After you finish writing the item
description, payment information, shipping information, the guarantee and
taking pictures of the product you are going to sell you need to know how to put it
all together, you need to how it should all look after it's done. Because the best
content in the world can lose most of its effectiveness when it is presented a
wrong way. Here is how to present it the right way:

First of all, your listing should be neat and in order. It needs to be presented in a
way that is easy to read and understand. Just like your content should be well
written and easy to understand, so should your listing. Don't make the mistake of
writing clear and easy to read content only to put it together into a chaotic hard to
understand listing.

If your listing confuses your visitors they will simply take their business
somewhere else (the competition is only a click away). Confusion leads to
discomfort, if a person feels confused and uncomfortable while looking at your
listing they are likely to assume that your service will be the same (confusing,

First impressions are big, and if the first thing a person says when they visit your
listing is "huh?" you're in big trouble, because that's when they click the back
button on their web browser and go to one of your competitors.

Your listing needs order. Most people's lives are already a mess that they spend
trying to figure out all day. Don't make their lives any harder! The people that
visit your listings want order, they want things to be simple, convenient,
predictable, easy and effortless.

Chaotic listings will frustrate people and push them away. The feeling of
discomfort will stay with the visitor as they are deciding whether or not to buy
your product, and you definitely don't want that.

Your item description should always be at the top of your listing, it is the most
important part of your listing because this is what the visitor is looking
for...information about the product. After the item description, the shipping
information should follow. The guarantee should be after the shipping and the

payment should follow the guarantee.

Here is the basic flow of a good listing:

Item Description


Shipping Info


Payment Options

The most important thing is that your item description is right at the top of your
listing and the shipping information right below that. As for the guarantee and
shipping information, you can either put them side by side with a divider (a dark
line) in between them or one after the other in no particular order.

Your photos should be near the item description, either beside, below or on top
of it. The photos are part of the description, so they should be close to it, and not
somewhere else. Remember that what you are selling is the reason people visit
your auctions, so the item should always be in the spot light, with the description
and photos at the top of your listing.

Avoid mixing different parts of your listing with one another. This how most
listings become confusing, don't talk about shipping or payment options in your
item description because those categories should have their own sections and
stay in these sections.

I would even go so far as to LABEL each section. For the “shipping info” section,
write a big bold “Shipping Info:”, for the payment options write “Payment

Options:”, etc.

Don't use extremely bright colors that can hurt people's eyes and are hard to see.
I sometimes come across listings written in bright yellow font on a white
background. Good grief! I can barely read what the listings say and my eyes hurt
from the strain.

Arrange your listing so it is viewed from top to bottom, not side to side. Top to
bottom is much neater and more orderly than side to side. Your description and
photos should be on the top and everything else should be neatly stacked below.
Avoid placing different information (shipping, payment, description etc.) beside
each other even if you are planning to place a divider in between.

GRAPHICS can make your listing stand out from the competition, give you an
identity and encourage the visitors to place bids.

If you do decide to "beef-up" your listings with professional graphics; make sure
you don't go overboard. The product you are selling should always be the center
of attention, so avoid using crazy, complicated, flashy graphics that steal
attention away from the product you are selling. In general, words sell products,
not graphics.

Your graphics should be simple, clean and unique. You do need to stand out
from the rest of the sellers out there. You need an identity and that is why your
graphics should be somewhat unique.

You have probably noticed that many PowerSellers have professionally designed
listing graphics. Professional graphics can accomplish several things, some of
the things are logical while others are not;

Identity: in order to get return customers, you need to stand out from the
crowd, and to do that you need to be a little different and unique. If your listings
look the same as everyone else's you will blend in and no one will remember
you. In order to be remembered you need an image, you need to look a certain
way, because the mind can remember images a lot easier than words.

It™s called branding. If your listings look different
from any competitor, and they are uniform
throughout your eBay auctions, then sellers will
come to recognize the look of your auctions.

When I say "McDonalds" do you see a bunch of
black letters on a white background spell out
McDonalds? Or do you see the golden arches,
hamburgers, French fries, milk shakes and all that
other stuff McDonalds is famous for. And when I say "UPS" do you see the
letters U-P-S in your mind, or do you see a brown mail delivery van?
That is what you want, you want your listings to stick in the persons mind, and
that won't happen if your listings look exactly the same as everyone else's. An
original design will stick in people's minds and make you stand out in a crowed.
That is what you need, IDENTITY, you don't want your customers saying "I
bought this from eBay", you want them saying "I bought this from your business

Credibility and professionalism: listings that look professional can make
your business look professional in the eyes of the people who come across your
listings. The auction listing is a sales person and a representative of your
business. In the "real world," representatives and sales people are made to
dress professionally and wear uniforms. You should make your representatives
and sales people do the same.

Making your listings look and feel professional will make your business look
the same. People like dealing with professionals more than dealing with
amateurs, if it was the other way around; sales people would wear their pants
inside out and drop food allover themselves on purpose, just to look like

Professionals don't make any mistakes, professionals act professional and
logical and that is what most people want. People don't want amateurs who have
no idea about what their doing, misplacing products, and sending stuff to wrong
addresses or disappearing with the money.

By making your listing look professional, your business will also turn out looking
like a business; a real and legitimate business. Appearing legitimate will ease
some of the doubts a potential buyer may have and also gain their trust. Because
legitimate businesses don't want to steal money, otherwise they run the risk of
going out of business.

The bottom line is that people trust professional and legitimate businesses, and
trust is a major part of becoming a successful eBay PowerSeller. The best way to
let people know that you are professional and legitimate business is to look like a
professional and legitimate business. Professionally designed graphics will do
that for you. Another good idea to increase trust is to sign up for Squaretrade at

Repetition: One marketing "secret", not that there™s any real secrets, is that you
can make someone buy through repetition. What that means is the more a
person sees your listing the more it will stick in their mind and eventually they will
buy from you. This makes perfect sense if you think about it...

A very nice man I talked to while writing this book gave me some very simple
advice about designing your own graphics:

"What eBay has to offer will be OK. But designing your own look will keep
customers thinking of you."

This mans name is Eddie, eBay ID BiekersSneakers and his website is

People tend to buy stuff from companies they have seen or heard of before, even
if they never bought anything from that company before. Most people will choose
the company they heard of before the ones they haven't.

A person that always runs into your listings will begin to get familiar with you;
those listings will stick in the persons mind. That person will also trust you more
than the other sellers, because he/she is familiar with your listings and it will


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