It Takes Huevos to Sell on eBay

"If you don't believe in your product, of if you're not consistent and regular in the way you promote it, the odds of succeeding go way down. The primary function of the marketing plan is to ensure that you have the resources and the wherewithal to do what it takes to make your product work."

-- Jay Levinson, Author of Guerrilla Marketing

Chapter 1 of The 7 Essential Steps to Successful eBay Marketing covers this in-depth, and it points out the unique areas you need to tend to as an eBay seller.

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