When you sell on eBay, interested parties have no opportunity to physically touch your product before they decide to buy. They rely entirely on your listing description to ensure that your item is exactly what they want, and to evaluate that you are the kind of buyer with whom they want to do business.
Here are some tips in creating persuasive listing descriptions.
1. Write your listing description as if there were no accompanying pictures or images. Conversely, don't simply rely on pictures. A combination of words and pictures, preferably video, will give you the strongest listing description.
2. Some people won't read lots of text, however interesting! So, always summarise your description in a bullet list placed at the top of your listing description. (This is the basis of Amazon's operation) In this list you should incorporate relevant facts, as appropriate, about your item e.g. model, condition, delivery methods and charges etc.
3. With regard to your description detail, make sure you answer questions such as these fully:
What is the item?
What material is it made from?
When was it created?
What company/artist/designer/author made it?
What condition is it in?
Is the item new, used, still under warranty?
Does it have any flaws or repairs?
What are its dimensions, weight?
What country/location is it from?
Does it have any notable features or markings?
Does it have a special background or history?
What methods of payment do you accept?
What are your shipping costs and timescale?
4. There's an interesting piece of research I've seen regarding the use of pictures on eBay Motors. This research showed that car listings that included 13 or more pictures sold for an average of 6% more than listings that had less than 13 images. What is so magic about 13 or more? Nobody knows. Facts are facts, however, and people like pictures. Whatever your item, I strongly recommend you use more rather than less images.
5. If you can create an entertaining story about your item or why you're listing it, try incorporating this is in your listing description. It has been shown time after time that listings with a good story attract more buyers. Here are some ideas to introduce that personal touch:
What you really like about the item
Who you think it would appeal to and why
How you acquired the item
How the item might be used
Highlight the value and savings for buyers
6. Make sure you include as many keywords as you can think of in your listing description. By keywords I mean the words that you feel buyers might use in eBay's search box to look for items like yours. Some buyers will ask eBay to search both titles and listings description, so you give yourself the best chance of being in search returns if you have the maximum number of keywords in your listing.
7. Another trick relating to tip 6 is to include common misspellings of keywords in your listing description. This is because people misspell words when they input their keywords in eBay's search box. Naturally you won't want to appear unprofessional by actually placing misspellings within your listing description. What you do is create a keywords list which you place beneath the listing description and include the misspelled versions of keywords in there.
8. Try and limit your terms and conditions to the essential. If you find you have more words describing your terms and conditions than you have describing your item, you will probably lose a number of potential buyers. One way to get around this could be to place the majority of your terms and conditions on your About Me page.
These are a few factors in creating successful listings.
I hope they help.
Top Tips in Writing Listing Descriptions
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16 March 2011
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