Saturday, June 25, 2005

Marketing Emphasis at eBay Live

There's a buzz of consensus here at eBay live. Everyone is agreeing that selling is becoming much more competitive. People are talking about how to differentiate, how to cross-promote, how to publicize outside of eBay and promote business in an original way. Half of the seminars deal with related topics.

eBay has grown up a bit. Big-business marketing techniques have become much more common, and a little of the rough-edged casualness has gone by the wayside.

From my perspective it's not such a bad thing. After all, we’re in this to sell and to help customers get what they want and need. If we can improve the way we do that, then everyone wins.

The 7 Essential Steps to Successful eBay Marketing is all about this core philosophy. The book helps you improve your marketing approaches, invest time and money in the right marketing activities, and move customers closer to the bid/buy buttons.

By the way, we sold out of all copies here at the show – a great indication of sales to come. The other books on the shelves weren’t moving nearly as quickly. We’re excited! The publisher says that bookstores will begin receiving the book in mid-July… earlier than expected. Be sure to thumb through the book and let me know what you think when you get a chance.

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2 Comments:

At 4:39 PM, Blogger Frank Ross said...

Hey Phil, sounds like you're picking up of good networking at the eBay Live conference. Maybe one of these days, I will go to one of those. On the subject of selling becoming more competitive on eBay, I think that is a situation not restricted to just eBay. The web in general requires some way to differentiate your site from your competition. Anyway, looking forward to your book... Frank Ross

 
At 11:42 AM, Blogger Phil Dunn - qualitywriter.com said...

Thanks for the post, Frank. I just wrote an article on *differentiation* for John Forde's newsletter, Copywriter's Roundtable. It's the featured article in today's edition.

Most sellers are so obsessed with sourcing. It becomes a slippery slope that can end in brutal profit statements. The game becomes "how little can I make this month by competing only on price."

Sourcing is important, but there are *so many* ways to differentiate and persuade a buyer to click on your item. I believe that's where the real winners make their dough. Buyers don't have time to track down the greatest price ever published on the net. If you offer value, make it easy for them to purchase, and use persuasive techniques to close throughout your listing -- you're in good shape.

 

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