How To Turbo Charge Your eBay Listings… Chapters

Chapter One: Introduction to Using Written CASH Triggers

to Sell on eBay.

Chapter Two: Why is Copywriting so Important to the Sales Process?

Chapter three: Revolutionize Your Copy with CASH Triggers.

Chapter Four: Headlines.

Chapter Five: Creating the Right Mood with your Copy.

Chapter Six: Creating an Emotional Connection with the Reader.

Chapter Seven: Introducing Bonuses into Your Listing.

Chapter Eight: Creating a Follow-Up Email Campaign.

Chapter Nine: Creating and Maintaining Your List of Targeted Customers.

Forward by International Best Selling Author
Phil Gosling

Every time I see a van or a truck with some daft logo and mission statement
("inSiGNia - Delivering Excellence') I want to scream. They have a
billboard-sized tailgate with a statement that tells you nothing, and often
omits the email or web address.

There should be a generic title that reads, "Unpronounceable Company That

Spends Too Much on Stupid Consultants". Why not have "Inexpensive,
Reliable Parcel Delivery. 50% Off First Order. See
CHEAPPARCELDELIVERY.COM." Okay, it's not Shakespeare but it tells
you what it does, makes you an offer and gives you an easy-to-remember
contact. I get equally excited when I go on eBay. Lists and lists of totally
uninspiring descriptions, like selling a Ferrari with - "Ferrari. Red. 5.3L
Twin Turbo." How about, "0 to a Big Grin in 0.3 seconds!"

There is such a plethora of badly phrased junk ads on eBay that I wonder
why so many sellers like to throw money away, because that's what they're
doing in lost sales. And yet, with a little thought, a box of ordinary soap
flakes becomes "Washes Whiter" or "Gentle on Baby's Skin". It was with
this in mind that I was more than happy when Roger suggested I write the
foreword. This book should be read by everyone selling on Ebay (or
anywhere else) because the ideas in it work. They're not my ideas, or
Roger's.

They are ideas honed from years of practice going right back to the start of
the last century and honed by expert psychologists. And they tell the same
story - add some emotional uplift to a product and it will sell. This book tells
you how, and I am more than pleased to be offered this opportunity to
recommend it.

Phil Gosling Author of the best-seller Success Engineering

(http://www.successengineering.com/) Founder of The eBook University
(http://www.theebookuniversity.com/)
Introduction to Using Written CASH Triggers
to Sell on eBay

Welcome to “How to Turbo Charge Your eBay Listings

Using Secret Cash Triggers”. First of all I want to
congratulate you on making the wise decision to learn
how to create eBay listings that sell. When I started my
eBay business a couple of years ago, I knew nothing
about creating listings, and I was struggling.

It was painful to watch so many of my fellow eBay

vendors becoming powersellers, while that status
continually eluded me. Finally I decided to dig in to see
what they were doing that I wasn’t.

After many months of research I figured it out:

powerseller listings are cleverly crafted sales letters
specially designed for eBay. I had to do it the hard way,
but I taught myself the ropes, everything from scratch. I
studied all the six-figure earning sales letter writers: Phil
Gosling, John Carlton, Clayton Makepeace, Nick James,
Michael Silk, Pete Godfrey and Bret Thomson.

In my research I discovered a powerful writing skill

known as “direct response copywriting.” Basically it’s
the ability to write emotional sales letters that sell using
psychological triggers that make people read, respond
and buy.

I learnt how to write money making sales copy like a pro.

Then I created a simple step-by-step system for creating
killer eBay listings using the secrets I had learnt from
these top copywriters and way to use these skills to create
killer cash generating eBay listings that touch people so
deeply that they buy even though they didn’t quite now
why.
This e-book gives you everything in precise detail…
Everything I’ve learned from the most powerful
copywriters on the planet has now been distilled for you
into a simple step-by-step system.

A system so powerful your listings will just blow the

competition out of the water. My book is a manual,
showing you how to use these powerful cutting edge
strategies in your eBay business, both on your listings
and also in your follow up communications your
customers, helping you to build your eBay business to
massive heights of wealth creation.

It paid off, and now that I’m an eBay powerseller, I’d

like to pass on some of my knowledge to you, dear
reader. Why do I want to do this? Because I believe that
when you receive blessings in life, you should pay it
forward, and I also believe in creating good karma (that’s
why you were able to purchase this e-book at such a
super-low price).

Psychological Triggers?
Yes, there are seven psychological triggers that you can
use in your listings that will make people want to buy
from you. People who visit eBay and search for products
are already primed to buy. So if your listing speaks to
them emotionally and in the way that I am going to show
you then the sale is guaranteed.

Also if your listing contains the secret copywriting

triggers I am also going to reveal then you can start
filling out your bank deposit slip, because that, too, is in
the bag. Your eBay business will explode beyond all
recognition when you incorporate what I teach into your
eBay listings.

In this book, you’ll learn how to create headlines for your

listings that will draw customers to your offer. You’ll
also learn about the importance of the headline (it’s
responsible for around 80 percent of the decision to buy).
You’ll also learn the importance of creating the right
mood for customers as they read. I’ll teach you how to
connect with customers so that they will look upon you
as an authority in your niche. People like to buy from
someone they feel a connection to, and once you learn
this technique; customers will want to buy from you …
and only you.

In this book I also reveal how to create an emotional

connection with your customer so they like you and want
to buy from you again and again.

You’ll discover how to cleverly introduce bonuses into

your listing so as to create the biggest benefit possible.
I’ll also reveal how to create a follow up email campaign
to sell even more related products to your customers and
how to create listings targeted at their needs and wants.

Finally, I teach you how to create the most valuable thing

you will ever have: Your list of targeted customers. Later
on in this book, I reveal how to sell to this list again and
again and again….

Even if you’re new to eBay then this book will start you
off in the right direction, putting you ahead of all the
other newbies by leaps and bounds.

Just some simple tweaks to your eBay business could

make the difference between success and failure: you
only need some psychological triggers incorporated into
your sales listing and bingo. You’re on your way to
Powerseller status!

You’ll never have to relist anything again. You’ll just

know that armed with these secrets you’ll be able sell
absolutely anything. Read on to find out how…
Why is Copywriting so Important to the Sales Process?

The Internet Marketing gurus often make more money in

one day than the average person can earn in a year. What
do these gurus have in common? They all know how to
write sales letters, or they spend tons of money to hire
someone who can. In a similar way, it’s important that
you write your eBay sales listing according to the rules of
good copy. Below are some of the reasons why copy is
everything when it comes to selling on eBay:

1. Your customers need to know what’s in it for them. Your

copy should arouse excitement, and you can achieve this
by stressing the benefits of your product. If you stress
one benefit above all the others, it becomes your
“principal selling position.” In order to come up with a
principal selling position, you need to ask yourself what
particular benefits make your product superior to all
others, or what makes it unusual. Is it the ease of use?
The cost? The reliability? How do you differ from your
competitors?

Use the following blueprint when writing your sales

copy:

A – Attention – Use a powerful headline that calls for

attention
I – Interest – Create curiosity and interest in what you
have to say
D – Detail – Give potential buyers details about your
product or service
A – Action – Your copy must contain a call to action.

2. Good copy encourages readers to take a specific action.

As an eBay seller, that desired action would most likely
be for your visitor to click the “Buy It Now” button. With
the staggering volume of other sellers on eBay, the route
 to success is to have repeat buyers. With that in mind,
there are other actions you can encourage visitors to take,
such as to sign up for your newsletter, follow you on
Twitter or join your mailing list.

Never assume a prospective buyer will know what to do

next. Tell them exactly what action you would like them
to take:

Click Here Now

Like Us on Facebook
Download our Ebook
After this you can describe what will happen once
they’ve finished the process and examined the bonuses,
benefits and guarantees.

3. Good copy will make your product stand out in your

visitors’ minds. Good copy uses sound bites, which are
easily remembered and easily quoted snippets of
information. For example, Franklin D. Roosevelt’s
famous line: “The only thing we have to fear is fear
itself,” is a sound bite. So learn how to write sound bites.
Get a book of quotations and try writing some of your
own. Write tightly and eliminate any superfluous words.
Concentrate on communicating just one simple idea.

Sound bites are important because most people don’t

actually read copy: they scan it. Other tools when writing
for scanners (as opposed to readers) include short
paragraphs, intermittent use of boldface and italics for
emphasis, generous use of subheads, and including
evocative imagery that echoes the copy.

So boiled down, we’re looking at three compelling

reasons to write sales copy:

Information
Call to Action
Branding
Think about the last time you bought something from
eBay. What was it about the sales copy that encouraged
you to buy? Deconstruct the copy. Did it contain these
three components?

Getting into the Mind of Your Readers

Ordinary copy focuses on obvious reasons why people
buy. “Get rid of acne!” “Get thicker, fuller hair!” “Lose
weight fast!” are all examples of this. Outstanding copy
focuses on the hidden reasons – the psychology behind
why people would want to own what you’re selling. So
how do you put yourself in the mind of your readers to
see the real problem they’re looking for a solution for?

Here’s how to eliminate ordinary copy from your

eBay listing by using psychology to cater to the real
needs of your readers:

Give Your Customers Less Options

People often slip into “analysis paralysis” if you give
them too many options they end up not choosing
anything. How do you give them fewer choices while
keeping your existing catalog of products? By taking
advantage of a process known as “chunking.” Group your
products, and let them choose from three categories
instead of 15 individual items.

In his book The Paradox of Choice: Why More is Less

Barry Schwartz defines two types of buyers –
“satisficers” and “maximizers.” Satisficers aim for good
enough, and it doesn’t matter if better selections exist or
not. Maximizers on the other hand always aim to make
the best possible choice and they expend a lot of energy
on making a decision. The more choices maximizers
have, the more they agonize over whether or not they’ve
made the best choice. That’s why maximizers need fewer
choices, so they can make the decision to buy from you
fairly quickly.
Sell Benefits, Not Features
As I mentioned earlier, people only care about one thing:
what’s in it for me? So, just to be sure you have it right, a
feature is a characteristic of your product. A benefit is
what that product does for a customer. For example:

Feature: This cell phone has a high-resolution camera

Benefit: This cell phone will take great pictures

Feature: This e-book has 56 different diets you can

choose from
Benefit: The diets in this e-book help you lose weight fast
and keep it off

Feature: This oven boasts a fan forced cooking system,

ring heater and mini turbine
Benefit: This oven will reduce your cooking time, cut
down on energy consumption and give you evenly baked
and roasted foods.

Tempt the Reader

This strategy is for the sellers of “hedonic products,” that
is, those products that exist mainly to give us pleasure.
Examples include videogames, chocolate and wine.
Related to these are symbolic products such as perfumes,
haute couture clothing and sailboats. Both these product
types are strongly linked to our emotions, and savvy
marketers appeal to these emotions in their marketing
copy.

Some people buy certain brands to draw attention to

themselves, some do it to escape from bad moods, a third
group might purchase a particular type of clothing to
appeal to the opposite sex, and still others go for
expensive items because it improves their perceived
status.
Every product has at least one benefit that can be used to
seduce purchasers into parting with their cash in return
for the promise of satisfaction. You can dominate the
eBay marketplace if you know what you’re really selling,
and how to promise to meet customers’ needs.
Revolutionize Your Copy with CASH Triggers

Power triggers are what brilliant copywriters use to

generate an automatic “yes” response. The LAST thing
you want the reader to do is to think rationally: the trick
is to elevate his or her emotional temperature. It’s
important to appeal to their emotions when crafting your
listings.

New research shows that the vast majority of consumers

are more compelled by what feels right than they are by a
side-by-side evaluation of features and benefits.
According to years of investigation by famous business
psychologist Antonio Damasio, in excess of 85 percent of
purchasing choices are based on emotional response.

Consider how you feel when you receive marketing

messages and how those feelings affect your own
purchasing decisions. All shoppers are moved to action
by an emotional reaction to marketing messages, just like
you are. You need to consider which power triggers you
can connect to your copy once you pinpoint a target
audience.

People are governed by feelings. Even Google has

changed from an extremely logical brand message to far
more idealistic copy based on customer sentiment in
recent years. Find your brand promise and personality,
and define how the features and benefits of the products
and services you offer relate to customers’ feelings – this
is important to leveraging sentiments to shape a brand.

As you can see from this chapter so far, humans function

in very simple, instinctive ways. As a seller, if you can
tap into those instincts, you can make no end of money.
The basis of this is to know what stimulates people to
buy. If you can wrap your product or service around even
one of the power triggers, you’ll have exposed the secret
to successful marketing.
The seven power triggers are undoubtedly going to be the
most interesting of all the points you want to think about
when creating your eBay listings. You may recognize
and relate to some of these triggers immediately. Others
you may not completely grasp without experiencing them
yourself. Still others will require a fairly detailed
explanation.

Even including certain words into your ads – words such

as “free,” “save,” “simple,” “new,” and “testimonial” –
will swiftly seize a customer's interest and lead to
growing sales and a business that is likely to stick around
for many more years to come.

I’m going to examine the seven power triggers fully in

this chapter.

Fear of Loss
The power triggers are listed here in no particular order
except this one: fear of loss is the most important trigger.
Most people will take firmer action if they think
they’re about to lose something. This may surprise you,
but “Don’t miss out on this chance to save $50” is more
powerful than just “Save $50.” That’s because as
humans, we are all driven to keep what we’ve already
got.

In a recent study done to analyze how people value items,

participants in one group were asked to sit in a room.
Participants in a second group were given a coffee mug
as a thank you gift for participating and also asked to sit
in a room.

The first group was asked to approach one of the

researchers and set a fair price for the same style coffee
mug as those given to the second group. These
participants set an average value of $3 for the mug.

One of the researchers approached participants in the

second group and offered to buy the mugs they had been
given. Participants also had to set a price for these mugs.
This group’s average value was $20 – nearly seven
times as much as the value set by the first group.

The takeaway here is that something that is already

owned is valued much higher than something that can be
gained.

People would much rather save something they’ve

already got than get something they want. Author Tony
Hyman made full use of this impulse in the headline for
an advertorial for his book, Cash for Unwanted
Treasures. The headline, “Have You Ever Put a $100 Bill
in the Trash”, is a classic example of the fear of loss,
which resonated with readers, because it forced them to
recall losing something of value.

That is why a headline that starts with “This Ruins

Most…” (as in This Ruins Most Marriages, This Ruins
Most Home Businesses, This Ruins Most Computer Hard
Drives) are so effective: they are rooted in the human
fear of loss. Your buyers will see you as the expert in
your field, and if you tell them that something is a
common blunder and ruins the achievements of most
people’s, your prospects will be interested to learn
what the blunder is and how it can be prevented.

Using fear in copywriting – telling somebody what he or

she doesn’t want to hear – is what opens the door for a
decision to be made. If your words ring true, your
customer will feel discomfort, and it is this discomfort
that prompts them to take action. If the possibility of
discomfort, loss, and general bad stuff happening doesn’t
make them cringe, they’re not your ideal customers
anyway.

Use fear of loss properly and it can be a powerful selling

tool. Fear of loss is HUGE, encompassing other types of
fear, for example loss of health, youth, life, love, etc.
Also linked to fear of loss are fear of failure and
(surprisingly) fear of success. Be careful when using it,
though: you can actually freeze the customer into
inaction if you use it wrongly, much like deer made
immobile by the headlamps of an oncoming vehicle.

Reciprocation
We return favors with favors. Multi-level marketing
company Amway had a breakthrough when instead of
sending representatives to knock on people’s doors to sell
to them, they used these same representatives to give
away samples of their products. Amway sales went
through the roof, and it wasn’t because people tried the
products and liked them. Rather, the representative had
given them a product for free, so they now felt obliged to
purchase something in return.

You may recall the days when you’d pass a cluster of

Hare Krishna at a street corner and get a wilted daisy
thrust into your hand (depending on how old you are).
You’d try to dodge it, but they insisted on pushing that
worn-out daisy in your hands (notwithstanding your
protests), saying it was a gift of love.

Something in your head used to snap once you took that

daisy – now you owed them something. The Hare
Krishna would gently ask you for a donation, and you
would give it to them, because they had given you a
flower (which you would throw in the nearest trash bin).
And the Hare Krishna would retrieve the daisy from the
trash and start the cycle all over again.

Another example: have you ever been out to lunch with a

colleague, and when it was time to pay the bill your
colleague unexpectedly picked up the tab? What was
your reaction after he or she paid the bill? You probably
said something to the effect of, “Thanks! Next time it’ll
be my treat.” That, my friend, is the art of reciprocation
at work.

The power of reciprocation can also be used to your

advantage as you write the copy for your eBay listing.
Reciprocation works on the principle that when you give
people something they automatically feel that they have
to give you something in return.

The idea of giving something and getting another thing in

return has been around forever. You even get something
when you’re selfless and give stuff away without
expecting anything back – you get a willingness to return
the favor. Once you give your customers more value than
they think they deserve, they begin to feel unbalanced in
their relationship with you, and that’s when they will try
to reciprocate in whatever way they’re able to. All you
have to do is find smart ways to channel their
reciprocation.

But how do we mimic giving in our writing? By adding

value. You should be adding value right on your eBay
listing when you craft content for it. Embed your free
offer – whether it’s a free video, e-book, key ring,
whatever – in the first third of your listing, so your
prospect immediately feels that he or she has something
of value from you.

What if you were to give your prospect five great tips

before you went in for the pitch? Or, at the bottom of the
listing, what if you had a web address where your
prospect could go to receive a free gift? Remember that
reciprocation is a powerful psychological trigger, and
you can spark it just by adding value to your eBay listing.

Similarity
One of the common phrases used in the sales profession
is this: “All things being equal, the customer will buy
from the salesperson they like the best.” Marketer Phil
Gosling has turned this around to say, “All things not
being equal, people will still buy from the person they
like best.” He cites Tupperware parties as an example:
people buy mainly because they don’t want to let down
the host, who most likely is a friend.
 In his book Influence: The Psychology of Persuasion,
Regents’ Professor Emeritus of Psychology and
Marketing at Arizona State University Robert Cialdini
describes the Tupperware party as the “quintessential
American compliance setting.” The real power of these
parties comes from the presence of the friend who has
arranged the gathering: the fact that you like this person
increases the pressure on you to buy the product.

For this reason, the first step of the sales process is

building rapport. Always remember that your prospects
will buy from people they believe, like and trust. You
build confidence and trust in yourself and in your
company when you take the time to discover your
prospects’ needs. You will gain their trust and respect if
you draw them out by asking probing questions to get at
the heart of these needs.

Really great salespeople are the ones who spend time

helping customers to fully appreciate how a product or
solution deals with their biggest pains. They only make a
suggestion when they truly feel their products can help
their prospects accomplish their goals, and these
salespeople exude confidence and trust.

Similarity theory states that objects that are familiar will

be liked more than ones that are less familiar. Studies
show that that we tend to like and are more attracted to
people who are like us and to whom we can relate. There
are three critical steps to similarity, according to
researchers McCroskey, Richmond, and Daly: morality,
attitude, background and appearance.

Why do we like salespeople who are like us? Here are

some possible reasons:
1. It’s easy to talk to someone who agrees with you on
everything, rather than arguing with someone who you
feel is pushing his or her products on you
2. We like to feel validated, and when a salesperson agrees
with our opinions it just makes us feel good
3. We anticipate the salesperson will like us more – most of
us subconsciously try to make others like us, even if it’s a
total stranger trying to sell stuff on eBay.
Authority
A man dressed in a blue uniform recently got a passerby
to use a Taser on another man, even though the passerby
was told that the Taser would render the second man
unconscious. The blue uniform bore no markings, but the
passerby saw the wearer as an authority figure, and
followed instructions. Thankfully, the man she used the
Taser on was unhurt, as he and the “authority figure”
were both actors hired by a popular talk show host to see
if anyone would fall for the ploy.

People defer to authority figures, and if you come across

as an expert, they would be more likely to listen to your
suggestions. Advertisements could get off with making
great, audacious claims about their products and have
them accepted at face value in the past. People grew
savvier over time and wouldn’t take sellers’ own words
as gospel.

Nowadays there are a lot more sellers, using a lot more

media. If you want to find your way out of anonymity on
the eBay medium, you have to fight for your own
audience. You have to earn your authority. And you have
to be confident while doing it. People will be more likely
to receive what you say favorably if you are a confident
communicator.

One of the first things you need to do if you want to build

authority as an eBay seller is to find a niche. If you have
vast experience with cellphones and their accessories for
example, start by focusing your efforts on that industry,
even if you have expertise in other areas. You’ll soon be
seen as an authority on cellphone gadgets and your
authority will bring new clients and word-of-mouth
referrals.

Consider interposing remarks on behalf of your reader in

your articles and videos, and in your eBay listing. “I
know how you’re feeling…I’ve felt the same way too,”
 or “this is generally the time when our thrifty readers
start to wonder if the XYZ phone cover is a good
investment, but think about this…” are good ways to
control both sides of your discussion and put the reader
where you want him or her to be.

When prospects, clients, and even rival eBay sellers see

you as a principal authority in your niche, you’re said to
have developed “thought leadership.” But be warned:
building that kind of authority takes a lot of work.
You have to continually innovate and push the envelope:
distribute articles frequently in numerous places both on-
and offline, maintain regular blogs, and present and
speak at different events.

So here are the questions that you need to ask yourself:

1. How does your current eBay listing position you or your
company as the authority?
2. How can you make it stronger?

Scarcity
Human beings are biologically programmed to react to
anything in short supply. How many times have you seen
people sleeping on the sidewalk just to score some
concert tickets or to get a new videogame? I’ve seen this
with my own eyes and I’m sure that you have too. That’s
the power of scarcity. So make your product scarce, like
the first 100 orders/e-books/sneakers.

If you’ve ever turned down someone for a date, and then

found the same person more attractive if they started
dating someone else, that’s the power of scarcity in
action.

Perceived value has an inverse relationship to

accessibility, and the principle of scarcity states that
people value something more if it is in short supply.
Some things are valued because they are beautiful, useful
or powerful. Others are valued simply because they are
scarce. Using scarcity for the purposes of persuasive
 copywriting means stressing that your product or service
is limited or scarce in one or more of these dimensions:
• Quantity – limited editions, collectors items
• Time – only available until August 1
• Competition – don’t let others get in on this before you
• Threat – act now or you may lose this opportunity
• Profile – as someone who previously bought XYZ
product, we’re now offering you ABC (limited edition)
• Invitation – only available if another customer invites
you

Scarcity is the classic law of supply and demand in

action. People don’t know how much they want
something until it’s about to be taken away from them.
“Without a sense of urgency,” says Jim Rohn, “desire
loses its value.” Why? Because online where the odds of
a prospect staying on or returning to a website in today’s
click-happy world are just as scarce, procrastination can
be the biggest destroyer of sales.

If a prospective buyer goes to two different websites

selling the same product or service, because of the mental
power of scarcity, the one that is offering limited
availability or that will soon sell out will be the more
popular. Potential buyers worry that if they wait the
product might sell out and they won’t have access to it.
This principle is also known as “takeaway selling.”

The scarcity approach may seem counter-intuitive in

today’s “I can get anything I want anytime I want it”
world. The mental principle of scarcity is alive and well
online in spite of this, and numerous top sellers are
making lots of money from it each single day.

Idealism
All of us have to do things we don’t like for a higher
ideal, or for the greater good, so to speak. You might not
like your current job, but you’re sticking with it because
that’s how you maintain your family. Like you, your
readers will do and buy things to please others, even if
it’s not exactly what they want. Use your eBay listing to
play on this idealism, stressing that buying your product
or service is the unselfish thing to do.

It’s easy to look for ways your copy can benefit children,
social groups, families etc., and write your listing to suit.
For example: “This barbecue grill is perfect for family
and social outings. Want to spend more time with the
people you love? Well this is the tool that will get
everyone together.”

Do you see how this plays on the ideal of family and

social time? Even if the prospective buyer would prefer
to buy videogames and hole up in his/her basement, the
unselfish act of spending time with family/friends/social
groups is seen as the ideal, and many people will buy into
that.

Social Proof/Peer Pressure

We like to believe that as modern-day shoppers, we have
our own minds and we’re always qualified to make our
own choices, irrespective of what anyone else thinks.
Well … er, that’s where you’re wrong. With social
proof, whether it’s viewing a certain television show,
walking in a certain direction or purchasing a certain
product, it’s all to do with peer pressure and following
the herd.

We are all lemmings, and we do what the crowd do, i.e.,

what others do. This is known as social proofing. Social
proof is very, very powerful. Because of social proof, the
rule is that if you can slip into your copywriting the fact
that other people are buying/joining this, prospective
buyers will immediately think, “oh others are doing this,
so it must be okay.”

Social proof, in simple terms, is a potent shaper of human

behavior that’s particularly effective in circumstances
where we’re unsure of what to do. “The principle of
social proof,” says Cialdini, “operates most powerfully
 when we are observing the behavior of people just like
us.”

Here are some examples of social proofing:

• Canned laughter in sitcoms causing live viewers to laugh

at jokes that are not really funny
• Theaters planting audience members to give ovations at
specified times, which causes other theater-goers to
follow suit
• Restaurant staff looking for tips will frequently insert a
few coins or notes to their jars to highlight to their
patrons what is expected of them.

The idea of social proof speaks to the consumer’s need

for assurance. Consider your psychological reaction
when you peer into the window of an eatery with nothing
but empty tables, and contrast it to how you view a
restaurant that’s filled to capacity, with a waiting list.
Where would you prefer to eat?

Statistics, recommendations, tributes, reviews, customer

lists or examples are just some of the forms of social
proof in use in ecommerce today. Knit social proof into
your copy to build authority. It is one of the most
effective methods you can use in your eBay listing to
increase the confidence of your prospective buyers.

A common saying among Forex traders is “the trend is

your friend,” but it can also apply to eBay sellers wishing
to leverage the power of social proofing. Look for
testimonials that can be cited. If you know of someone
famous who uses your product, that’s even better. Social
proof is all about leveraging the credibility of your
readers’ peers, whether you’re trying to give them the
urge to keep up with the Joneses or you’re playing on
their fear of loss.
 And Now…
And now I want you to read on as I show you step by
step how to use these power triggers to create killer
listings. The steps, which make up the rest of this e-book,
are easy to follow, and you’ll be on your way to power
seller status in no time!

Get the Title Right – How to Write Magnetic

Headlines for Your eBay Listings
The first (and possibly only) impression you make on a
potential buyer is your headline. Here are some
noteworthy figures: eight out of ten people will read
headline copy on average, but only two out of ten will
read the rest of your listing. Remember, each component
of persuasive copy has just one purpose – to get the
following sentence read.

Getting seen when you’re another drop in the huge

international sea of sellers and buyers that is eBay is the
colossal challenge that faces up-and-coming powersellers
nowadays. Clichés such as “one of a kind,” “very rare”
and “great price” will not help to get you noticed – these
are sometimes a turnoff. Instead, try to visualize yourself
shopping for an item and think about what you would
type to find it.

What would you tell your reader if you had to describe

just one thing about your subject in one sentence? This is
your key thought and a great place to start looking for the
words for your headline.

Your listing’s headline and narrative are your ad for the

item you’re retailing – your chance to educate and
 motivate buyers. By writing a great headline for your
item, you can make a convincing, strong first impression.
Here are some essentials for an effective headline:
• The designer, artist or brand name of your item should be
included
• Use illustrative keywords to precisely and distinctly
communicate what you’re selling. State exactly what
your item is, including specifics such as condition, size
and color
• Exclude symbols and punctuation marks
• Don’t use multiple plurals or synonyms
• Leave out non-specific words such as “look,” or “wow”
• Use correct spelling, but don’t worry overmuch about
producing a grammatically correct headline
• Don’t use ALL CAPS
• Don’t overuse synonyms

Here’s an example:

You can create a headline in an unlimited number of

ways. The following twelve headline methods are some
of the most powerful, and the easiest to write.

The “If…Then” Approach

“If You Get this eBook, Then I’ll Show You How to
Become a Powerseller.”

Let’s dissect the headline above. It’s intriguing, and it has

several power triggers. The If…Then approach is also
great for targeting audiences, as in “If You’re an eBay
Seller Looking for a Larger Audience, Then Take a Look
at This.”
 Address Your Target Market

For example: “Attention Smartphone Owners!”

The Direct Headline

This type of headline should be used far more often than

it actually is. Here are some examples:

• Jeans – 25% off

• Coming Soon – The Latest in Smartphones and Tablets
• Get Financing on all Our Cars and Trucks

Command

For example: “Lose Weight While Watching TV.”

Or: “Get Clean Laundry Within Minutes.”

The Benefit Headline

This headline type showcases the benefits your product

or service will deliver to potential clients. Bear in mind
the better the benefit, the more likely you’ll catch your
customers’ attention. When these readers see the direct
benefits and know just what they’re getting then they will
act.

Exaggerate

For example: “The Revolutionary Formula for…”

Or: “The Cure for a Stressful Day”

[Do Something] Like [Famous Person/Great Thing]

Remember the “Be Like Mike” Gatorade campaign back

in the 1990’s? Here are some more examples of this
headline at work:
• Speak French Like a Native
• Run Like a Pro
• Sleep Like a Baby

Focus on Key Terms

Take advantage of all eighty characters you’re assigned

for your title to make sure you’ve covered all your bases
when it comes to keywords. Incorporate words that will
attract both avid collectors and spur-of-the-moment
buyers. Avoid listing titles that are too basic. For
example, a title such as “Wall Lighting Sconces, Set of
Four” doesn’t offer enough information about the listing.

Use Power Adjectives

Here are some examples:

• Extra
• New
• Special
• Authentic
• Solid
• Beautiful
• Bargain
• Discount
• Secret
• Breakthrough

I found these two headlines when looking for a designer

watch:
#1. ladies watch
#2. Authentic Tag Heuer Ladies’ Dress Watch

The two headlines describe the exact same item. Which

one do you think will receive more attention? If you
guessed #2, you’re absolutely right. It’s formatted (the
first letter of each word is capitalized), and it uses a
power adjective: Authentic.

Start With a Question

 For example: “Hate exercising? Me too.”

Make a Statement

These are the headlines prevalent in print ads running in

national magazines. Since these publications are loaded
with this type of ad, many people think that this is the
only type of headline that will be successful. This, of
course, is not true. Here are a few examples of statement
headlines:
• The Bond Girls – Celebrating 50 Years of James Bond:
Become Part of the Legend
Print ad for OPI’s line of Liquid Sand Shades nail polish
• See the Beautiful Difference Healthier Skin Can Make
Print ad for Aveeno daily moisturizing lotion
• Take the Ouch out of Ice Cream
Print ad for Arm & Hammer sensitive toothpaste

Use Superlatives

The use of a superlative is a good way to get clicks on

your headline. For example:
Bad Headline: Cover for iPhone 5
Good Headline: Super Back Cover: The Best Way to
Protect Your iPhone

Not just a phone cover. A super back cover. Not just a

way to protect your phone. The best way.

Keep in Mind…

The headline and copy used to sell online auction items

can make or break a sale. Do your research: take a look at
your competitors’ listings. Which ones stand out? What
headlines are racking up tons of bids and which ones
have none? Now write your headline on paper to see how
it looks and sounds.

The words selected must offer a powerful reason to make

the reader want to read. Writing a title for your listings is
 part of your eBay marketing campaign. Not only should
your title attract potential buyers who are already on the
eBay site, but it should also be SEO friendly, so that the
search engines pick it up, giving you access to an infinite
stream of traffic.

The Swipe File

Most experienced copywriters look for headline-writing

inspiration from a collection of sales letters, old
newspapers and even old copies of Reader’s Digest.
When it comes to creating great headlines, “swipe files,”
as these collections are known, are worth their weight in
gold. Why? Because great headlines are formed in certain
time and money-tested ways that can be modified in
different frameworks and re-used over and over.

The Sub-Headline: How to Draw Your

Readers In

Simply stated, the sub-headline is a paragraph, or even a

single sentence, that allows you to list even more reasons
why your visitor should continue reading. It’s essentially
a second headline. It usually says pretty much the same
thing as the headline, only using more descriptive
language. You can also use bullet points for your sub-
headlines, but this would have to be placed in the body of
your listing.

Attract the interest of potential buyers by adding a sub-

headline to your eBay listing. This listing should provide
more descriptive info about your item. It’s easy to add
the sub-headline:
1. Log in to eBay
2. Click the “Sell” button at the top left-hand corner of the
eBay home page. This brings up the seller’s form
3. Enter the title of your listing, then click “Get Started”
4. Click on the category that best describes your item, and
then click “Continue.” This brings you to a page titled
“Choose a Listing Form.”
5. In order to get the subtitle option, click on “More Listing
Choices”
6. Enter your headline in the field that says “Describe Your
Item,” and then click on “Add or Remove Options”
7. Check the “Subtitle” box and click Save

Bear in mind that you won’t be able to add sub-headlines

to all types of listing forms. Buyers will only see your
sub-headlines in the List view for search results. Buyers
can only search sub-headlines by including these
descriptions in an “Advanced” search. Sub-headlines
can be up to 55 characters long, and cost an extra $0.50.

EBay has the following examples for sub-headlines:

Title: Apple MacBook Air 13" notebook computer

Subtitle: Intel Core i5, 4 GB Ram, 128 GB HD, Free
Software

Title: 1.3 CT Princess Cut Diamond Ring Platinum Set

Subtitle: Tiffany setting, GIA Certified, VS2, E Color

Title: Nikon Coolpix L26 Digital Camera 16.1

megapixels
Subtitle: 26x zoom Nikkor lens, 3-inch LCD

While these examples will give your readers a better idea

of the specifications of the item they’re considering,
there’s a lot more you can do with sub-headlines.

You can add a power phrase, as in these examples, taken

from the eBay site:

Invicta 17052 Men's Pro Diver Blue Dial 18K Gold

Plated Stainless Steel
The Best Place to Buy Watches-Authentic-Free Shipping

Classic Men's Black Leather Gold Dial Skeleton

Mechanical Sport Army Wrist Watch
★Over 13200 Sold★100% New ★Top Quality ★Dress
Mechanical★
Alternatively, you can use your sub headline as a way to
entice readers to click on your headline. Start by writing
down as many headlines for your product or service as
you can think of. Then put your list aside for a day or
two.

When you come back to your list see which headline gets
your attention and jumps out at you. That will be the title
of your listing. Now inspect the others and see which
ones do not speak to the needs of your readers. Throw
these out. Any ones that remain will become your sub-
headlines.

In print advertising, your headline is supposed to hook

your readers, and your sub-headline should reel them in.
Using sub-headlines on your eBay listing can obey this
same principle, but now you have to toss search engine
optimization in the mix. Yes, that’s right: the sub-
headline for your listing can bring in additional organic
SEO traffic.

Sub-headlines can be catchy and clever, because your

primary objective here is to draw readers in. Copyblogger
recommends that headlines and sub-headlines be
USEFUL to the reader, provide him with a sense of
URGENCY, communicate the impression that the main
benefit is somehow UNIQUE, and do all of the above in
an ULTRA-SPECIFIC way.

The main headline should be and is usually written in the

present tense. Sub-headlines may be written in the past
tense, especially where they are used after the main
headline.

You can break up extra long product descriptions by

using sub-headlines in the body of the text. This works
particularly well for descriptions of 300 or more words.
In his post Anatomy of a Perfect eBay Listing, blogger
Andrew Minalto suggests the following for sub-
headlines:

Font: Verdana or Arial

Font Size: 14-18pt, bold
 Color: Dark Red or Black

Using Subheadings Within Your Body Copy

In addition to your sub-headline, you should consider

using subheadings throughout your text, for two reasons:
1. It’s another opportunity to insert keyword-rich, SEO
friendly copy
2. Subheadings visually break up the text, allowing readers
to easily jump to the section they really want to read.

There are three effective ways to use subheadings in your

body copy: to tell a story, to create interest and to act as
compass “waypoints” in your listing. Ask yourself this
question: what if your visitor reads only your headlines
and the subheadings within your body copy? Would he or
she get all the information necessary to make a decision?

Remember, one of the keys to a successful eBay listing is

navigation. Readers want to be able to scan your page
rapidly and be guided to the right place – they don’t want
to spend time examining the copy to locate what they
want. Make your content simple to navigate and easy on
the eye with good subheadings. You do this by breaking
your copy into logical segments and then developing
brief, descriptive headings for each section.

At this point it would be a good idea to reread the second

chapter, because you need to incorporate the power
triggers into your headlines. Remember, these triggers
are what will cause visitors to purchase from you. For
example, you can tap into your readers’ fear of loss with
a headline such as: “Don’t Miss this Opportunity to Save
Big,” or “Check Out Our New Shoe Styles Before
They’re All Gone.”

Another point I’d like to emphasize is that these

subheadings are distinct from your title and sub-headline.
Subheadings serve to break up the text, making your
listing easier to read on screen. They should briefly
answer any questions your reader has, but leave them
wanting to read the body copy.
In Conclusion

Your eBay listing is your salesperson. If your listing

looks more professional than that of your rivals, and
gives the impression of a genuine business, then people
will be more disposed to buy from you, even if you’re
selling the exact same item. So make your eBay-listing
look professional and appealing but avoid showy devices
that distract.

The job of the headline is to get attention. You can use it

to generate interest by making a seemingly outrageous
assertion or asking a confrontational question. What’s the
ideal length for headlines and titles? Since shorter
headlines are easier to read and somehow punchier, you
should aim for seven words or less. Put any extra words
in your sub-headline.
Creating the Right Mood with Your Copy
EBay powersellers often make more in one day than most
people do in a year. And they all have one thing in
common: they are either natural copywriters, or they pay
serious money hiring the best talent to create their
listings. Your ability to create copy that induces
people to buy is the secret to your success, not only on
eBay, but also on any other on- or offline business.

In order to create great copy, you must first do your

research. Click on Advanced (next to the Search
button):
Check the “Completed Listings” box.

Enter keywords and click Search. Find items matching

those you wish to sell, paying attention only to items that
have already sold. Analyze the listings you find, and
figure out why the item was successful/unsuccessful.

After you’ve done this bit of research, it’s time to create

your first listing. EBay will suggest item specifics based
on the category in which you’re selling your item. Keep
in mind that item specifics should give potential buyers
as much information about your item as possible, since
this is what helps them make a purchase decision.

Truthful descriptions help your customers shop with

confidence. Craft complete listings with descriptions and
pictures that match precisely. The style, brand and model
number must always be included. Remember to describe
any defects. Avoid using too many colors or fonts or
glitzy text, and keep your narratives brief and simple.
 Make your eBay listing easy on the eyes. Dark text on a
light background is easiest to read. Use a font that is
appropriate to what you’re selling.

Avoid the trap of using aggressive language such as NO

TIME WASTERS, and PAYMENT MUST BE MADE
WITHIN 24 HOURS OF PURCHASE, NO
EXCEPTIONS. Capital letters are often viewed as
shouting, and you don’t want to scare away potential
buyers, do you? All caps are also harder to read than
regular text. Capitals should be used carefully to
highlight a few keywords and phrases.

Most people will scan your listing to see if it’s of interest

before they opt to read it completely or move on. This is
where you can use capitals, along with bold, underlined
and highlighted text, and different font colors to
emphasize the most important words and phrases in your
listing.

At the end of the description, you can put in words such

as “Thanks for looking,” or “happy bidding.” These add a
nice touch, and your viewers are likely to see you as an
approachable person that they can do business with.

Give Your Readers a Sincere Vibe

You can’t add sincerity to your listings, nor can you
include it. Sincerity is just something that should be
there, and if it’s lacking, your reader will know. So if you
know “5,000 satisfied customers” have not bought your
product, please don’t put that in your listing. Instead, use
your power triggers, and get ideas for headlines out of
your swipe file. Believe me, your copy will be magnified
as a result.

Every great writer you come across will have a different

process for creating anything of value. Some work
slowly, one day and one line at a time, perfecting each
word, taking weeks to complete a listing to their liking.
Others can just sit at their laptops and let the words flow,
finishing in less than an hour. What helps is when you’re
clear about the crux of what you want to say.

One of the tricks that I came across when researching

how to make my writing sound more sincere is simply
this: focus on your reader. Stick a photograph of
someone from the demographic you’re marketing to on
the wall just above your computer. Keep looking the
subject of the photo in the eye. Write directly to your
subject, as if he or she is your sole reader.

Your readers will realize that they can look to you now
and in the future and they will trust you once they feel
your integrity and sincerity.

Some expressions are used so often that they have lost

their sincerity, freshness, and even their meaning. They
are disparagingly referred to as bromides or clichés.
Whether or not a given expression has fallen into this
category is a matter of opinion, but it’s best to avoid
these jaded phrases, since they make your writing sound
less sincere.

Listings should be grammatically correct, but many

potential buyers value clarity and sincerity more. Wall
Street Journal correspondent Tammy Erickson says that
younger orators aren’t necessarily unaware of proper
usage; they just don’t think it matters as much as
“sincerity in communication.” But be careful – while a
grammatically correct listing may not be seen as a
symbol of brainpower or education, you’d be prudent to
look upon it as a sign of professionalism.

Don’t worry so much about doing your listing the right

way that you end up with “analysis paralysis.” Writing
must be sincere above all. Your readers can tell the
difference between a sincere article and one that was
written without conviction. Superficiality will reflect in
your writing and your listing will be without life or
depth.

So don’t overthink your listing – just let it flow. Get all

the features and benefits of your product out there, and
 you can edit it later. Many eBay sellers see a vast
improvement in their writing of listings when they make
the decision to develop a style that is unpretentious,
down to earth and sincere. Your passion for your product
will show in your listing, so make sure that it is obvious
and infectious so that your readers will want to buy from
you.

Features vs. Benefits

In the first chapter, I dealt briefly with outlining the
benefits vs. the features of your product. I’d like to
expound on it a little more here.

It’s important to understand the difference between

features and benefits.

Features: facts that attract LOGICAL THINKING on

the part of the reader.

For example, “these sheets are made of Egyptian cotton,

and have a thread count of 350.” Or, “genuine leather
shoes, made in Colombia.” These facts are logical. You
don’t really want a lot of features in your script.

Benefits: statements that raise the emotional temperature

of the reader, i.e., they attract the reader’s EMOTIONAL
side.

Whether you’re writing headlines, sub-headlines or body

copy, the object is to raise the emotion of the reader.
Most of your copy should be devoted to benefits.
Features should be placed in the script only when they
give the reader’s conscious mind good reason to do what
their subconscious mind already wants them to do.

In short, you need to talk about the features, but sell the
benefits of your products. Consumers usually are not
concerned about the features of your product (at least not
directly). So take a sheet of paper and draw a line down
the middle. Write all the features of your product on one
side (your point of view), and the corresponding benefit
on the other side (your customers’ point of view). Once
you’re done give this sheet to one or two people who can
give you an honest, unbiased judgment on your features
and benefits.

You can even put the features and benefits table in the
description section of your listing. In order to decide
which column to put what, you need to know which of
the items on the list are requirements and which ones
make your offerings better than those of your
competitors. Customers make their decisions based on
what an offering will do for them.

People buy benefits. When someone feels sleepy at night

they think, “I need to get a good night’s rest.” They don’t
think, “I must go and buy a posturepedic mattress.”
When you look around your home and you see faded,
peeling walls, you think, “I need a good paint job,” not “I
need to buy some paint and primer with advanced stain-
blocking technology.”

In fact, anyone who has been a student of marketing for

any length of time would have heard the saying, “People
don’t want to buy a quarter-inch drill; they want a
quarter-inch hole.” That line from Theodore Levitt is
perhaps one of the most oft-repeated passages in
marketing in trying to explain the difference between
features and benefits.

Journalist Beverley Lee gives an excellent description of

features vs. benefits in her article How to Write About
Features, Attributes and Benefits. She gives the example
of a pencil sharpener, where the features would be the
blade and the size of the hole(s). In addition to features
and benefits, Lee also writes about “attributes,” which in
this case would be the fact that you can sharpen different
sizes of pencil quickly. Finally, the benefit is that you
end up with neatly sharpened pencils.

When describing the benefits of your products, it’s

important that you do so in the second person. Write as if
it were you and one customer speaking. Companies don’t
 sell products, people do, so use the word “you” a lot, as
in
“You will feel”
“As you’re aware”
“You can”

In order to know which benefits to emphasize, you’ll

need to figure out who your audience is. Your writing
style should be tailored to suit the anticipated audience.
Do research on who buys and uses your products to
determine the style and tone of writing that will be
needed for your audience.

If you’re marketing cosmetics to teens, for example,

you’ll want to describe benefits associated with user-
friendliness and “coolness.” On the other hand, if your
audience were made up of middle-aged women, it would
be better to emphasize your product’s age-fighting
benefits. Use vivid language to express how buying the
product will make life easier for them.

Creating your copy is merely a matter of expounding on

the benefits, once you draw up the table I recommended
earlier.

Exercise: Write a one-page listing for one of your

products. Just get six features down on paper, translate
them into benefits and your copy will essentially write
itself.

Here’s an example from an actual listing:

The Body Copy
All of the power triggers will come into play in your
body copy. In his seminar The Copywriting Revolution,
veteran marketer Phil Gosling says that the headline
should state how Product X would benefit you and the
sub-headline should tell you how the product will really,
really benefit you. What about body copy? According to
Gosling, the body copy explains how the reader will get
the benefits from the product.

It’s really that simple. Everything written must always

serve the purpose of describing to the reader how this
thing will generate the benefits promised. If you happen
to be an authority on the subject you can include some
personal details. The same goes for if you’re aligning
yourself with the problem, for example “I, too, could not
find ink anywhere online.” Otherwise, keep your
personal details out of your body copy.

When writing your listing your real message will be in

your body copy. Remember these tips as you begin to
write your body copy:

1. The purpose of your listing is not to sell your product.

Instead, it must sell your message. Edify your audience,
create interest and show off your product’s benefits. That
is what good copy should do for the reader. Your body
copy should interest readers to the point where they want
to physically see your product, and it should also help
them remember the name of your product and why they
like it.

2. Make sure it’s effective. Good copywriting always has a

purpose and your body copy has the main portion of your
message. Effective copywriting is very important because
that will produce higher returns on your copy. The body
of the copy should be reflective of what you want your
reader to do, whether it’s to come into your brick and
mortar store, join your mailing list, click a link or select
the “Buy Now” button.
3. Make it complete. Readers assume the body copy of
your listing will offer them all the info they need to
decide their next step. Don’t let them down. When a
prospect sees your promotion for example, he or she may
wonder:

What’s in it for me?

Does it address my needs?

How does it work?

Is it easy to use?

Do they have my size?

Do they have the color I want?

What problem does the product solve?

Do I have that problem?

Should I trust what this company says?

What proof do they have that this product works?

What does it cost?

Why should I buy it at this price?

What’s the advantage of buying it now?

Do they offer a guarantee?

What is their return policy?

Why purchase from this company and not their

competition?

How long will it take for my order to arrive?

How do I order?
Make sure your body copy addresses all the questions
your prospect is likely to ask. Be sure your body copy
tells the entire story.

When it comes to creating the body copy of your listing,

it’s all about the results. Sometimes it doesn’t really
matter if your grammar is a bit off, as long as you
achieve the following three things: you get your intended
message across, your listing is interesting enough to
make your readers want to know more, and it was gives
them all the information they need to decide whether or
not they want to make a purchase.
Creating an Emotional Connection with Your Reader
The logical approach, evaluating minutiae like financials
and features, is definitely not what most readers use to
make purchasing decisions. All consumers are swayed by
their emotions. Your eBay listing is a great place to
follow a plan dedicated to the human side of service –
and to make a deliberate decision to reinforce these
emotional connections.

How do you make an emotional connection with your

readers? Your readers are more likely to respond to your
products if there is a resonance between you. This is not
always easy to do in a listing, so be forewarned. This is
partly because the written word lacks the body language
and vocal inflection that typically connect meaning to
your messages.

Is your eBay listing already brimming with electrifying

potential, unlimited ideas and advice? Now you need to
learn how to emotionally hold your readers’ attention,
connect with them, and suck them in with your listing. I
want to give you three easy strategies here that you can
use to rapidly change any eBay listing from an everyday
piece of content to a powerful work of art.

1. State the Benefits in Your Introduction – this is

where you welcome your reader and draw him/her in.
You can engage your readers by using an “impact point,”
i.e. state a problem that many people are having, and
show them why your product is the best thing to take care
of that problem. If you present your product as a great
opportunity to solve their problem, they will be more
likely to get emotionally involved, and it’s easier to
create a connection.

2. Choose Words that Add Emotional Emphasis – some

words are emotionally charged, while others are
emotionally neutral. Example – consider the difference
in words used to label criminals from the perspective of
 the perpetrator and from that of the victim. What emotion
does the label criminal arouse? What about the word
perpetrator? Does it elicit a different emotion?

3. Make a Connection – you need potential customers to

connect specifically to your business. Remember any one
of your competitors will be offering the same benefits as
you are. How do you make this connection? Show them
that you understand their reality. You also need to add
value, and offer more than your competitors.

In the last chapter, I had you make a list of your

product’s features vs. its benefits. It is from this list that
you’ll be able to find your connections to your readers.
Look carefully at the benefits that you offer, and see how
you can milk emotion from them. For example, the
cellphone you’re selling doesn’t just have a camera – it
“helps you preserve life’s special little moments.” Do this
with all of the benefits on your list, and you’ll soon have
a catalog of emotional connections that you can use in
your listing.

Making an Emotional Connection Using Power Triggers

You would have learnt about power triggers in the
second chapter. Here’s how you can tie them in to make
an emotional connection to your readers:

1. Fear of Loss – master copywriter Phil Gosling speaks of

a book written by Jim Edwards addressed to homebuyers.
It only had so-so sales when the headline was, Save
Twelve Hundred Bucks the Next Time You Sell Your
House. Sales started to explode when he changed this to,
Don’t Pay Your Realtor Twelve Hundred Bucks for
Doing Nothing.

2. Reciprocation - I already covered reciprocation in detail

in the third chapter, so I’m just going to reiterate that if
you want to create an emotional connection using this
trigger, you need to offer your customer something of
value for free. This can be anything: a free ebook,
samples of your product, or even free shipping. These
 little gifts make your prospect feel obliged to purchase
from you, without their even realizing it.

3. Similarity – We already discussed why Tupperware

parties are so effective – if one of your friends throws a
Tupperware party, wouldn’t you feel like a heel if you
didn’t buy anything? With that in mind, in your copy, it’s
important that you say things that link you with your
reader, so that he or she feels a bond with you. Like the
Tupperware example, your reader should feel as if he or
she is letting down a friend if no purchase is made.

4. Authority – According to Phil Gosling, “if you write

with authority in your copy, you get people to dance.”
You can make the emotional connection using authority
not by shouting and screaming at your audience, but by
guiding your readers to think like you, and see things
from your viewpoint.

5. Scarcity – Human beings are biologically programmed

to try to acquire anything that is in short supply. So if
you’re offering 50 percent off all white sandals in your
listing, and you add words like “Hurry, this offer won’t
last long,” you will trigger off an emotional response
based on our natural instinct for hoarding.

6. Idealism – The emotional response you’re trying to

achieve with idealism is that the customer should take
whatever action you want them to take for a higher ideal.
So you appeal to them as parents to buy your product
“for the kids,” or “for the special lady in your life,” and
immediately they see this as a noble action, and they’re
prompted to buy.

7. Social Proofing – It’s natural to follow the crowd, so

make sure your copy states that “all the fashion
conscious” or “all the tech-savvy” people are buying
your product. The emotional response you’re going for
here is the fact that no one wants to feel left out, so if
your product is for the tech savvy and your customer
does not yet have it, he or she will acquire it because they
want to ensure that they’re in the tech savvy category.
 The power triggers are known to bring out emotional
responses in otherwise rational people, and that’s why
they are so powerful. Use them in your copy, and watch
as your sales go through the roof.

The Psychology Behind Buying Decisions

According to Gosling, poor copy focuses on the obvious
reasons to buy, while great copy focuses on the hidden
reason. Great copy, of course, involves quite a bit of
psychology. You must put yourself into the mind of the
reader and grasp the actual main reason why he or she
wants a solution. Ask yourself why. Why would anyone
want the brand of computer you’re selling? Why do
people want fashionable clothes? Why would a certain
car appeal to a young male and not to an older female?

You need to use a method known as “need analysis” if

you want to understand why somebody would buy your
product. In order to do this, you need to talk to a
sampling of your prospects long enough to understand
what their reasons for buying your product are, and of
course be a very good listener. They will absolutely tell
you what their motives are if you give them the chance to
chat, and then you can structure your listing around their
reasons.

Let’s look at one of the methods eBay marketers use to

attract customers: psychological pricing. Have you ever
seen an article in a store or online priced at $199.99, and
wondered why it’s not $200? The human mind ignores
the less significant digits, so although the difference in
price is just $0.01, the mind perceives it as $100.

You can boost emotional appeal if you carefully manage

your brand. Victor Schwab gives us the following 40 key
emotional drivers in his publication, Mail Order
Strategy:
What they want to gain: What they want to save or reduce:
Health Time
Popularity Discomfort
Praise from others Risks
Pride of accomplishment Money
Self-confidence Worry
Time Embarrassment
Improved appearance Work
Comfort Doubts
Advancement: social-business
Money
Security in old age
Leisure
Increased enjoyment
Personal prestige

What they want to be: What they want to do:

Good parents Express their personalities
Creative Satisfy their curiosity
Efficient Appreciate beauty
Recognized authorities Win others’ affection
Up-to-date Resist domination by others
Gregarious Emulate the admirable
“First” in things Acquire or collect things
Sociable, hospitable Improve themselves generally
Proud of their possessions
Influential over others

Using Pictures to Create an Emotional Connection

Studies have shown that the response is at least 30
percent better to anything with a picture in it. In fact,
according to Phil Gosling, it is argued that the reader’s
attention is first drawn to the picture and its caption, and
then back to the headline.

It is therefore your job as the seller to provide buyers

with high-quality pictures. Buyers can’t actually inspect
and touch the goods you’re selling so they want those
 images to feel surer about bidding on your items.
Unfortunately many sellers find taking auction photos to
be slightly difficult. Here are some ways for you to
improve these all-important images for your eBay
listings:

1. Use the correct equipment when taking auction

photos – you will take better-quality pictures if your
camera has a high megapixel count.

2. Choose the right backcloth – use a background that is

clean, solid and contrasting when you are taking auction
pictures. For bigger items, try taking a shot on a square of
recently cut grass or a section of your clean backyard.
You could also clear out a spot inside your home.

3. Size your images correctly – eBay recommends an

image size of about 1600 pixels on the longest side. They
don’t recommend that you enlarge smaller photos to
make them 1600 pixels, but your images have to be at
least 500 pixels on the longest side.

So always have a picture. If you have any testimonials,

place them close to the picture.

Aside from helping you increase sales, adding photos

gives your buyers a truer picture of what to expect, and
differentiates your listing from others. You can insert up
to twelve photographs for each listing. The first picture
shows in the top left of your listing and next to your
item’s heading in search results. The other eleven
photographs display in a viewer at the top left of your
listing.

You’re not allowed to use images (or text) that you did
not create, unless you have permission from the owner.
However, you can use text descriptions and pictures from
the eBay product catalog in your listings without
violating this policy. If you decide not to take that route,
the best way to make sure that you follow eBay’s
guidelines is to create your own descriptions and take
your own pictures.
Introducing Bonuses Into Your Listing
Bonuses are a great way to motivate people to buy from
you. Want to convert fence sitters into customers?
Include bonuses with your offer. Getting A+B is always
better than just A. People love free stuff, so give it to
them.

A bonus is basically adding a product or service to your

principal offer to encourage a prospect to order
immediately. It also builds value into your offer. For
example: Order this dress now and receive this clutch
and this pair of earrings absolutely free. Your prospect
will see this as a great offer if she purchases your
product.

Social psychologist Jerry Burger split tested selling

cupcakes and cookies at a bake sale in 1986. His first
group of test subjects bought the package deal of two
cookies and a cupcake for seventy-five cents 40 percent
of the time. However, his second group bought 73
percent of the time when offered a cupcake for seventy-
five cents and two cookies free. Each package had the
exact same contents. But significantly more people
bought when the word “free” was thrown into the mix.

You’re almost required to give your clients a bonus or

two in this modern age. How many sales letters have
you seen that offer absolutely no bonuses? Not too
many, right? On the other hand, you can give your
patrons something free to keep them coming back.

Internet buyers are well abreast of the online trends.

They know that what can be had on one site is typically
offered cheaper at another site. Keep prospective buyers
interested to your offer and add value to your sales
price with bonuses. These bonuses can also support
certain products by adding credibility. Remember that
eBay has its share of scams. Buyers are likely to feel
better about taking a chance if you add something free
to your product, since they will be getting something
for nothing.

I once bought a bottle of cologne on eBay, which

auctioned for only $2.60. If I’d bought it in a store, I
would have had to shell out around $60. In spite of the
fact that I got the cologne for next to nothing, the seller
still included a bottle of lotion and some cologne and
perfume samples. She now has a customer for life – I
buy nearly all my colognes through her.

If your customers don’t get a bonus with whatever

you’re selling, they feel cheated, even if you’re offering
the best product in the world. In this section, I’m going
to give you a few guidelines for displaying your
bonuses so that they have the maximum impact on your
prospects.

The first tip is to ensure you show the value of the

bonuses. Some eBay sellers will greatly focus on
presenting the value of the main product, and yet when
it comes to displaying the bonuses, all they do is tell
you what they are and what they do. How can your
prospects put a value on the bonuses if you don’t tell
them what they’re worth?

The second tip is to give your prospects a timeframe for

claiming the bonus. Why would you want to do this?
Because if your prospect knows that the bonuses will be
available only for a certain time and then will be gone
forever, they will be less likely to procrastinate over
buying the main product, especially if the bonuses are
really good.

Getting somebody to take urgent action is all about

making that prospect think that they’re going to miss
out on something if they don’t act now. Remember the
power trigger, fear of loss? This trigger creates a greater
internal pressure than the desire to gain something. So
once you’ve created the impression that the additional
bonus is theirs you threaten to take it away and give it
to someone else if they don’t “act now.”

How many times have you heard the phrase “Wait!

That’s not all” at the end of a commercial? Copywriters
do it all the time for all types of media because it
works. You’ll certainly see your conversion rate
improve if you offer a bonus gift or product to people
who order within 24 hours. Incidentally, any gift will
do the job, providing its perceived value is high
enough.

In fact, you can offer a whole bunch of bonuses (6-7

maximum, as you don’t want to appear suspicious).
Creating extra products to use as bonuses is easier than
you think. You can follow the example of my cologne
seller and include free samples and related products. Or,
you can offer a digital product to complement your
physical product, for example an ebook on gardening to
go with the new lawn mower your prospect just
purchased.

Your bonus can also be a subscription to your free

newsletter, which will give you the opportunity to sell
to your customer again and again and again. If you’re
going the newsletter route, make sure it’s packed with
informative articles that your customers will look
forward to receiving – if you just rustle up an
advertising sheet and send it to them they will just hit
the delete button and you will lose the opportunity to
make a sale.

Developments in fashion, new products you carry, ideas

for gift-giving holidays and anything else your clients
will find interesting – all of these can go into your
newsletter. You can also use your newsletter to offer
your customers seasonal deals. How about a one-day
only sale? Twenty percent discount for a limited time,
or the grand master, free shipping, would also be
greatly appreciated.

Another option would be to include a fast action guide

that your client can download to understand how to
better use the product you’re selling. It’s also a good
idea to tie bonuses to deluxe and basic packages: you
should offer more bonuses for the former.

Other examples of bonuses you can include to improve

the perceived value of your product are video training,
audio recordings and their transcripts. Some sellers try
to place bonuses in such a way that they appear more
valuable than the actual product. This is because many
consumers will end up ordering your product for the
bonuses alone! This can backfire, however, since some
customers will be suspicious of a listing where the
bonuses have more value than the actual product.

You can combine your bonuses with a discount to

further add value to your product.

Your offer can make or break the sale of your product.

Make the offer so desirable that your reader can’t help
but think, “I’ve gotta get that!” You increase the value
of the offer instantly when you add bonuses to the mix.
It’s a great idea to offer a bonus that’s directly linked to
your principal product so that your reader sees the
enhanced value.

The third tip is to place one of your bonuses at the very

end of your copy. The reason behind this is simple
psychology. Prospects are going to think they are
getting something that they wouldn’t have gotten
initially if you include an additional bonus at the end of
your body copy. Many times this “PS” bonus, as it’s
known, will be just the thing to turn your prospect into
a paying customer.

In her article Five Sections of Your Copy Guaranteed to

Get Read, author Karen Thackston names the “PS” as
the fifth section. Thackston exhorts her readers to “take
advantage of this real estate.” Aside from your final
bonus, you can use this, the last section of your listing,
to repeat offers, recap limited time offers and reinforce
guarantees.
The other oft-read sections, according to Thackston, are
the headline, captions, opening sentences and the first
of a bulleted list.

As salespeople we use bonuses because, as we

discussed in the last chapter, people base their decisions
to purchase on emotions, not logic. Consequently, as
human beings, we must somehow rationalize our choice
to buy. We accomplish this by telling ourselves that the
product we’re about to buy has VALUE to support the
emotional decision to purchase it. If your prospect is
not certain if the product’s value compensates for the
cost, any bonuses you offer can have a HUGE
INFLUENCE on his or her decision.

You need to ensure that your prospect fully understands

that your bonus is free. A 2012 report showed that the
average reading level of the books taught in US high
schools was just over the fifth grade level. Is it any
wonder, then, that so many people are not sure what the
word “complimentary” means? So if you’re offering
“complimentary shoe polish” with your leather boots,
maybe you should make it “free shoe polish” instead.

You should have already researched your prospects and

market to determine what primary and secondary
benefits your prospect wants most, what would be his
or her main objections to your product, and what will
get him or her to buy now. You need to now research
exactly which bonuses will seal the deal for you. How
do you do this? By testing. Try out different bonuses
until you find a combination that works.

In your testing, you will find that some bonuses

overpower your main product, while others detract from
it. This should not be: your main product should always
stand out as your most important offering.

Make sure your bonuses count. They should add value

to your original offer, so don’t just dig around and see
what you’ve got – put some planning into it. Go for the
ones that STRENGTHEN what you’re offering. If you
were offering hairdressers’ chairs, for example, a
 styling guide or an e-manual about cutting techniques
would be good bonuses.

One thing you need to know about bonuses: whenever

you add them to your offer, you must work just as hard
selling them as you do selling your main product. Tell
your prospects the value – monetary and emotional – of
EACH bonus item and what’s unique about them
collectively and individually, so as to build value in
their minds.

In summary, here’s the three-part plan for success with

bonus gifts:

• Describe the bonuses and present them as a list

• Tell prospects that these bonuses are free with their

purchase

• Finally, tell your prospects the value of each item – and

of the total bonus gift package.

Your Listing – Where we are Now

At this point, your listing is almost complete. Here is an
outline of your listing so far:

1. The headline, which gives the name of your product

2. The sub-headline

3. Your features and benefits section

4. What problem does your product solve?

5. List of everything your product includes

6. Technical information: what do you get and how does

the product work?

7. Address all the fears, uncertainties and doubts your

buyers are likely to have.
 8. Bonuses

9. Money back guarantee and return policy

10.Price

11.Call to action

12.Set expectations: what happens after your client buys?

Be sure to read this page:

http://pages.ebay.com/help/policies/listing-bonus-prize-
giveaway-raffle.html for eBay’s policy on bonuses and
chance items.

Creating a Follow-Up Email Campaign

An email campaign, especially one that uses an
autoresponder, can quickly and easily get a mass
audience to take a particular action. This is known as
leverage. The Barack Obama camp used this strategy
successfully during the 2008 US presidential campaign:
Obama’s team sent an email to a list of two million
people … and raised $10 MILLION in donations from
that SINGLE email, from 130,000 donors.

Your email list will consist primarily of customers who

have bought from you before. It’s important that you
follow up with these customers, to ensure that they got
exactly what they paid for, to get feedback so you can
improve your service, and most importantly, to continue
marketing to them. That’s how you create customers for
life.
Creating the Hook
Any good campaign is created around a marketing hook.
Think of the hook as an elevator pitch – if you found
yourself in an elevator having to describe your product,
what would you emphasize? Remember that only short
messages will stand a chance to get through to your
customer, since he or she is bombarded with other sales
pitches on a daily basis.

If you can quiet people’s anxieties and help them attain

their dreams, they will rush to do business with you. The
most effective way to get their attention, though, is to use
a hook. No matter how innovative your idea, how great
your product, or persuasive your content, unless you have
the right approach that immediately captures the
imagination of your ideal prospect, forget it.

According to the Content Marketing Institute, a hook is,

quite simply, a unique content concept that is designed to
ensnare and trap your unsuspecting audience into
consuming and sharing your content. Hooks allow you to
become more relevant to your readers each time a new
email is delivered.

Use your hook to commandeer the interest of your

readers and maneuver them back to your website so you
can sell to them over and over again. The subject of your
email should be the attention grabber, and the first few
lines should be what hook your audience. They should
fuel interest and compel your reader to go to your listing
to find out more.

Freebies are by far the most popular hook marketers use

to build their list. You can offer free products to
complement your main product, or a free report, or a free
eBook with details that enhance the consumer
experience. See chapter seven for more ideas on how you
can use freebies to bolster sales.

Catchphrases, using unique language in a way that

catches people’s attention, can also be used creatively as
a hook. Another good way to create a hook is with your
 logo – a well-designed logo will make your product
instantly recognizable on email, eBay, and offline.
Creating an audio or video file with a unique presentation
style is another way of using a hook to target a market.

Profiling Your Customers

Successful marketing starts by knowing who your
customers are and what they need and desire.
Understanding how they feel, think and act, in other
words. You need to connect with the people who matter
most to your business and do it better than your
competitors. To create a customer profile you need to
look at their characteristics, as well as their buying
behaviors and attitudes.

You need to know the story your customers are telling

themselves. According to email marketing guru Andre
Chaperon, this is HELLUVA important. Without
knowing what your audience really wants, you’re flying
blind, and this guesswork will only lead to failure. You
can’t write a word of your follow-up email campaign
without knowing what your audience really wants.

What makes up a customer profile? Here are some of the

main aspects of a profile:
• Demographics – average salary, age, ethnic background,
gender, marital status, location, political affiliation,
education level, etc.
• Geo Demographic Clusters – these often include
statistics on lifestyles, interests, mindsets, buying
behavior, creditworthiness, purchase history and more.
• Survey Data – based on statistics available for purchase
or collected through primary research

The difference between demographically and

behaviorally based profiles is very important to your
business. Here are two kinds of profiles:
Profile 1: Customer is single, no children, lives in a
gentrified portion of the city, and reads Forbes
Magazine.

Profile 2: Customer visited your eBay store every day for

two weeks, but has yet to make a purchase.

The first profile is demographic, while the second is

behavior-based. Both are important in their own ways.
The first is important as you create your listing and
decide on which power triggers to use. The second will
become more important as you establish your business,
as it will tell you which customers to continue marketing
to.

Having an objective method to profile your clients is

critical for two reasons. First, knowing how to profile the
best customers, or ones with good prospects or sales
potential, is a crucial step in finding new customers and
markets. Second, it is also useful to profile bad customers
– those who aren’t profitable, don’t pay their bills on
time, or constantly pressure you to drop prices beyond a
tolerable margin.

Understand who your clients are, why they purchase

from you and what keeps them buying from you rather
than your competition. Profiles must be dynamic. Your
profiles may become out-of-date in just a few months,
even if they’re correct now. Regularly surveying
customers, prospects and site visitors will help you keep
your profiles up to date.

Profiling is important to creating a follow-up email

campaign because the best email marketing results are
realized through targeting and segmenting, which
generate greater open rates, leads, conversion rates and
revenues. You can take the required steps to locate and
attract your target group once you know its
characteristics.
Soap Opera Sequence
You eBay page should have a lead capture section, where
you entice customers to sign up for something just so you
can capture their email addresses. This gets people into
your sphere of influence. This list activates a follow-up
sequence to be propelled into action. Email marketing
guru Andre Chaperon calls this the “Soap Opera
Sequence.”

Chaperon makes a lot of sales using a much smaller

mailing list than most other email marketers. While the
others mail to lists that are anywhere from 10,000 to
250,000 subscribers in size, Chaperon might appear in
the top ten, but his list only consists of one thousand
people. He uses storytelling and constantly opens loops
so his subscribers are excited to get the next newsletter so
they can find out what happens.

Stories are hardwired into our human brains, whether you

live in the USA, the Caribbean, or you’re a member of
the Ashanti tribe telling your children about the antics of
Anansi, the spider man. As business owners, whether we
sell information, hardware items, or shoes, we can tap
into the fact that people remember stories – they look
forward to them and retell them to others.
What if you subscribed to a mailing list, and you
constantly received teasers like this? This one simple
technique can skyrocket your sales. Soaps use the “open
nested loop” technique, where they leave several plot
lines open in order to heighten the drama. You can take
advantage of this, or you can close the loops with a
special offer, discount or a how-to article directing your
readers to your eBay page.
Creating and Maintaining Your List of Targeted
Customers
Targeted customers are those towards which a business
has decided to point its advertising energies and
ultimately its merchandise. Unique and obvious features
separate these customers, for example:
• Socioeconomic/demographic factors
• Location
• Loyalty (brand or retailer)
• Lifestyle and attitudes
• Relationship to your product.

Big box retailers like Target collect vast amounts of data

on every person who walks through their stores, all in an
effort to better target their marketing efforts. The retailer
allocates each shopper an exclusive ID code – known
internally as a Guest ID – that keeps tabs on everything
they purchase. The part of town you live in, whether or
not you’re married or have children, how long it takes for
you to drive to the store, your age, your estimated salary,
the credit cards you carry in your wallet, whether or not
you’ve moved recently, what websites you visit, and a
ton of other demographic information are all linked to
your Guest ID.

Whether B2B or B2C, the reality is that most sellers

don’t serve just one type of client, even if they do sell
only one product or service. There are usually several
types of ideal customer for any given business – one size
does not fit all. If you own a gardening supplies eBay
store for example, the emails you send to landscaping
companies would have to be very different from those
you send to DIY homeowners.

It’s critical that you effectively outline the target market

for the product you’re selling as an eBay entrepreneur. In
order to get a sense of who purchases what you sell and
their motives for ordering, collect market research data
 by issuing surveys, reviewing trends, holding focus
groups and quizzing prospective clients. Email guru
Andre Chaperon recommends that you come up with an
identity for your target customer by giving him or her a
full name, as if he or she is a real person who is
considering making a purchase from your eBay store.

You will have a much harder time retailing your products

if you aren’t marketing them towards the specific
customers who might be interested in them. Study your
competitors’ marketing campaigns, their advertisements,
products and prices. Then outline your product and
whom you think your potential customers will be. Use
this educated guess as a basis to create the initial ads that
you can use for field-testing.

It helps if you use the tactical method known as

Customer Lifecycle Management, which labels and
separates clients based on their activities, experiences
and attitudes with your company. Classifying and
managing the requirements of each client subdivision is
critical in defining the quantity and types of emails and
other communications sent for each group.

You’ll need to describe your target market

demographically, just as you learned to do in the last
chapter about email marketing. As we mentioned then,
demographic characteristics include gender, age, marital
status, family size, education level, income, religion and
race. Demographic information can often be found online
as a collection of different reports the federal government
runs.

By segmenting customers, you can:

• Drive repeat purchases
• Reward them for their loyalty
• Encourage them to endorse you with referrals and
testimonials.

Targeting a precise market does not mean that you have

to bar people who do not fit your criteria from purchasing
from you. It has more to do with how you spend your
advertising dollars, and where you focus your marketing
 efforts. For example, if you choose to market to the
Miami homeowner market, to high-income earners
between the ages of 45-55, most of your ads and emails
will be directed to these people.

Once your list starts to produce results, you can easily

pick out your best customers. These will be the
customers who create the most revenue for you, who stay
with your company the longest, and who are willing to be
a reference for your company in the sales process. Assess
each of your clients against these three criteria to create
your list of best customers.

Once you create your list, the two most effective ways to
reach your customers are:

• Facebook and other social media – what if you could

reach your current customers while they’re on Facebook
or Twitter? Does the idea of showing a Facebook
advertisement only to your prospects list sound
attractive? Check out applications offered by the different
social media sites that will help you build your brand.

• Email – most sellers by now appreciate the significance

of email to their general advertising plan and know that
it’s not going to disappear in the wake of other evolving
promotion strategies such as social media.

Target marketing must focus on benefits. Pay close

attention to the needs of your customers. You must try to
measure the value of offering a solution to these needs.
You may be able to do this by asking the following
questions about your products and services:

How much can it save your customer?

What intangible benefits might customers realize, and is

it possible to measure these benefits?

Some of your target customers are not buying from you

yet, unless you have one hundred percent market share.
The following checklist could help you determine why
these customers are not yet doing business with you.
 Check it out, determine which ones apply to your
business … and then get creative about how you’re going
to overcome these obstacles:

1. They’ve forgotten about you … or they don’t know you

exist

2. They don’t know your product exists

3. They think they don’t want or need your product

4. Your target customers aren’t sure what you do, since the
name of your business is unclear or confusing

5. They may have fears, doubts or negative assumptions

about themselves that prevents them from purchasing.
For example, they may think they’re not pretty enough,
thin enough or smart enough for your product

6. They don’t like or trust you for some reason

If you haven’t started creating a targeted list yet, it’s

important that you do so now. You should already be
harvesting your visitors’ email addresses, and the
techniques you learned here will help you market to
different sections of your list again and again, in a more
efficient and cost effective manner.

Apart from current and prospective customers, you

should also include an opt-in or sign up form in your
social media profiles, email signature, webinar and
download registrations, and every page of your website
in order to collect new addresses. You can also collect
email addresses from offline sources such as trade shows.

So get creative, and think of more ways to add to your

targeted list today!

Maintaining Your List

MailChimp offers the following list management tips:

• Keep your list free of bounces and unsubscribes

• Have subscribers add your email address to their contact
list or address book

• Make sure your list is properly segmented to ensure

better targeting

• There is a difference between “delete” and

“unsubscribe.” Delete means to completely remove a
subscriber from your list. However, in some cases
deleted customers have been accidentally reimported to
the list. Unsubscribe means to stop a customer from
receiving emails and newsletters etc. He or she cannot be
reimported, because they remain part of your list, with an
unsubscribed profile.

Your list is one of the keystones of your business, and it

should be treated as such. Make sure that like your eBay
listing, your mailing list is highly efficient, vibrant and
frequently revised so that it remains custom-made for
your target audience. A targeted, functional list is a vital
feature in the twenty-first century marketplace and it can
be the central determinant in a positive outcome or a
fading organization.

Saying Thanks
I’d like to thank you for making the decision to buy and
read this ebook. This information will change your eBay
business forever, and you will see its fruits in your bank
balance for many years to come. Once you implement the
techniques and strategies you have learnt and use the
cash triggers I have shown you to create your eBay
listings, you will become an unstoppable force in online
marketing.

I look forward to seeing your name linked to powerseller

status in the near future!
Warmest wishes

Roger Fenwick