Thursday, August 30, 2007

eBay Product Feature Positioning - Don't Try to Make Out at the Beginning of a Blind Date

Quite a few eBay listings start with bulleted lists of features.

In boxing this would be called leading with your chin.

In the dating world, I’d describe this as trying make out with a blind date when you first pick her up.

Feature lists are important to listings, but you don’t want to lead with them. In the dating scenario, you want to go to dinner first, discuss your strengths, values and career/interests. You see if your date is interested (and vice versa). Then you save the physical feature list (your make-out skills) for last.

You make a connection first. Then you close with the goods.

The same goes for eBay listings. Connect with the prospect’s dream first. Sell them on the idea of a new image, better health, a more productive work day, the promise of status or sexiness, or a money-making/profit proposition. Make the emotional connection and show them that you can offer these incredible, life-changing benefits.

Then you slam-dunk the sale with a feature list. Show them all the things your product has that make it equal to or better than a competitive product.

These kinds of descriptions can be as long or a short as necessary. It depends on what you’re selling. If you’re selling a boat, the list could be quite long. If you’re selling printer refill cartridges, chances are the benefits and feature list will be small.

In any event, don’t try to make out at the beginning of the date. Wait until you’ve established a connection.

Phil Dunn is a marketing consultant and co-author of The 7 Essential Steps to Successful eBay Marketing (McGraw-Hill, 2005). His eBay blog, offers tips, tricks and strategies that help people generate eBay sales now.



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