| I've been selling on eBay since 1997 and it played a | | | | of traffic. Due to the low costs and constant streams |
| great part in getting me started selling online. Here are | | | | of targeted traffic, you can use eBay as a proving |
| some of the things I learned on eBay that have helped | | | | ground for ad variations to learn what styles, words, |
| me move from eBay to the much broader base of | | | | images, etc. give you the best conversion rate. These |
| the internet. | | | | same skills can serve you well when you develop your |
| | | | own website and sales page. |
| 1. Write headlines that get people to open your listing. If | | | | 6. Product fulfillment - Product fulfillment is a major |
| people don't open your listing, you don't sell anything. So | | | | factor in the happiness of the customer. Mess it up |
| this is a survival skill on eBay.But it is also a great skill | | | | and you have an unhappy customer. But if you deliver |
| on the internet. It is really difficult to write a 55 | | | | what you promised quickly, you have gone a long way |
| character or less headline that has punch. But by | | | | towards making your customer happy. No matter |
| mastering this skill, it translated very nicely to writing | | | | what you sell, there will be a product fulfillment |
| very short ads for AdWords and other PPC style ad | | | | component - even if it is a password to a membership |
| campaigns. | | | | site or a link to a downloadable eBook. By fulfilling |
| 2. Develop good traditional headlines. Once someone | | | | several orders on eBay, you get a feel for the types |
| clicks on an eBay ad, they have to wade through all | | | | of issues that can arise and how to deal with them in |
| the boilerplate eBay presents on top of your ad. So it | | | | a way that satisfies the customer. |
| is critical that you have a good headline on top of your | | | | 7. Pre sale and post sale customer support - |
| ad body to reinforce the prospects expectations on | | | | Prospects and customers have questions. And they |
| clicking the ad and to pull the prospect into the body of | | | | look to you for answers. eBay gives you a chance to |
| the ad.There are a few lessons here.The first is | | | | experience the "joys" of dealing with prospects and |
| continuity of thought. This is important to have a clear | | | | customers and helps you hone the skills you need to |
| path from the ad (perhaps an AdSense ad or a | | | | answer questions in a tactful and respectful manner. |
| banner) and the introductory content of the page that | | | | Your answers can go a long way towards making a |
| is displayed when the ad is clicked. If someone clicks | | | | sale or turning a disappointed customer into a raving |
| on an ad expecting one thing and sees something else, | | | | fan. |
| it breaks this continuity of thought and kills any chance | | | | 8. The importance of repeat business - It's a lot easier |
| of action by the prospect. The second is developing | | | | to sell to a satisfied customer than to a new prospect |
| skills in writing headlines that compel the viewer to | | | | so learning the skills that generate you repeat sales |
| continue reading into the body of the ad. Since you | | | | can play a large role in the success of your business. |
| only have a few seconds to grab someone's attention, | | | | eBay allows you to create mailing lists and keep in |
| this is a very important skill to develop. | | | | touch with customers in various ways to help |
| 3. Working with compelling images and image | | | | generate repeat sales. |
| placement in the ad body.A good, clear image | | | | 9. Dealing with the many challenges of various |
| presented in the proper place in an ad can enhance | | | | payment options - When someone buys something |
| sales. If you put it in the wrong place, or if it is not clear | | | | from you, they need to pay you. This means you have |
| or clearly related to your message, it can hurt sales. | | | | to be able to take checks, money orders and credit |
| 4. Social proof and testimonials - eBay's feedback | | | | cards. So working with eBay teaches you all about |
| system is a great example of social proof and | | | | these things. You get to learn how to take credit cards |
| testimonials. They actively solicit buyers to leave | | | | (via PayPal) and deal with people who buy but didn't |
| feedback on their transactions. And this feedback can | | | | pay. You learn about bounced checks and credit card |
| be placed directly in the ads on eBay (just like | | | | chargebacks. And most importantly, you learn that |
| testimonials in an ad on a website.) It is a great | | | | losses are simply a cost of doing business and not |
| environment to experiment with the placement and | | | | something to get angry about. |
| selection of testimonials for your ads. | | | | There are many more marketing lessons you can |
| 5. Low risk, low cost test environment.Fees have | | | | learn by being an eBay seller but just from this basic |
| always varied on eBay but the basic listing fees have | | | | list, you can see how eBay is truly a great incubator to |
| always been reasonable. And in return for this small | | | | bring out your inner salesperson. |
| fee, they give you a web page and a targeted stream | | | | |