Wednesday, June 29, 2005

Ultimate FAQs for Better eBay Marketing

Excerpt from "The 7 Essential Steps to Successful eBay Marketing."

Write FAQs to Improve Your eBay Marketing
eBay item descriptions serve multiple purposes, one of which is to act as a retail sales person. In a traditional retail environment an effective salesperson takes the opportunity to present the product in the most favorable light possible. She calls attention to details, recommends uses for the object and answers questions. On eBay, a Frequently Asked Question section (FAQ) serves the same purpose.


FAQs:
* Dispel fears
* Overcome common objections
* Communicate benefits in the Q&A format
* Clear up nagging questions that don’t fit into selling copy
* Educate less experienced prospects
* Clear up technical concepts

Let’s say you sell those new mini-bikes, the tiny little motorcycles that you see buzzing around suburban neighborhoods.


Buyers have lots of questions about these bikes that need answering before they move forward with bids. Here are just a few:


* Do I need a motorcycle license to drive one of these?
* Are they safe?
* Are riders required to wear a helmet?
* Can a regular motorcycle mechanic work on them?

Imagine how long it would take to answer every question of every prospect via email. An FAQ solves the problem and gives you a new opportunity to stress benefits and reduce resistance. You also spare yourself the loss of a customer who goes to a competitor’s listing to find the answer to their question.

Hint: Only one out of 10 people with a question will take the time to actually email you. So, nine others had the same question but didn’t bother. If you don’t address details and FAQs up front, you’ll most likely lose those nine “invisible” customers.


Many sellers find that FAQs are much easier to write than prose-style text. The whole Q&A process really gets the creative juices flowing.

Once you’ve put together a compelling description for one of your products, you’ve got a boilerplate for other products. Click the “Sell Similar” button (Figure 1) to reuse that description wherever you need it and adjust as necessary.


Figure 1: Sell Similar allows you to easily re-use boilerplate description information
The whole process is not all that daunting – especially when you have so many ways to dive in and so many techniques at your disposal to get the process going. You can:


* Write FAQs
* Estimate value
* Use the bucket brigade
* Link features and benefits
* Zero in on positive factual information

We’ll have more tips and tricks in the Fine Tuning Your Descriptions section ahead, and Chapter 5 goes even deeper into the persuasive approaches that work best on eBay.

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2 Comments:

At 9:31 PM, Blogger Frank Ross said...

Terrific points Phil. Here is the format I use in many of my auction. I first have a description, then I follwup with some standard Q/A -- usually these:

How much is shipping?
How will you ship my item?
Where do you ship from?
When will you ship my item?
What are you Payment Options?
What is your return policy?
Do you charge Sales Tax?
Is there a warranty with this item?

You are 100% correct, it cuts down on a lot of questions.

Frank Ross

 
At 9:56 AM, Blogger American Soldier said...

I use the Square Trade service to post my policy section in all of my auctions and store listings. This is a good way to hit the main points every single time you post. I also collect the questions from buyers to, some day, put in a FAQ section.

 

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