Saturday, August 18, 2007

Dale Carnegie's eBay Marketing Connections

"There are four ways, and only four ways, in which we have contact with the world. We are evaluated and classified by these four contacts: what we do, how we look, what we say, and how we say it."

- Dale Carnegie

Though Carnegie was actively presenting his self-help courses and books in the early half of the 20th century, you can certainly apply this little bit of wisdom to modern day eBay listings.

What we do: Are your eBay customer service policies, follow through, and shipping practices consistent and helpful? Do you keep the marketing and sales promises you make?

How we look: What do your pages look like? Are they typographically legible? Do they use sound layout and design strategies? Do the photos look good and represent the products accurately?

What we say: Is your copy connecting with the needs and desires of customers? Is it simple, conversational and free of hyperventilating exaggeration?

How we say it: What is the tone of your description copy? Does it fit your audience? Are you closing throughout the copy?

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