A.L.O. is a term I coined (deliberately similar in style to S.E.O.)
which stands for ‘Auction Listing Optimization'. It can be defined as
ANYTHING you can do within the eBay environment that increases the
number of buyers, or that prompts buyers to go directly to your website.
Each month I discuss an A.L.O. technique that you can implement in your
eBay business…
Take almost any flight these days and as the plane reaches the gate you'll hear an announcement along the lines of: “we realize you have a choice in which airline to fly, and we thank you for choosing _______”. This probably sounds a little cliched to many seasoned travelers because it's so ubiquitous, but it's done for a reason. The message is true - it acknowledges how competitive the industry is and thanks customers for their choice.
It's ironic that more eBay sellers don't realize the very same thing applies to themselves. Buyers have a choice. Even if your product is completely unique, they still have a choice to buy, or not. So let's talk more about this important aspect that is ignored by most sellers.
Within your main listing description you need to provide numerous reasons why people should buy from you rather than anyone else. Most sellers assume that people will want to buy from them as soon as they come across the listing (and ignore the competition) but that's not the case. Most buyers will browse and compare before making their final decision.
Interestingly, you may have seen this phenomenon in action on Amazon where they now tell you what percentage of people bought a particular item after looking at the listing. In the case of my ‘eBay Exposed' book, Amazon reveals that 70% of people currently end up buying my book (the remaining 30% is divided up among four other eBay books).
Incidentally, I'm very happy about the 70% figure, as many books have a percentage below 50%, which means that the sellers didn't do a good job of convincing people to buy their product. So now that you've realized that people DO shop and compare, what can you do to persuade them to buy from you, rather than a competitor?
Amazon shows what percentage of people buy a particular product
Firstly, aim to establish a rapport with the buyer from the outset, as well as throughout the listing description. You can do that by using a friendly, approachable, and conversational writing style, rather than a stiff, corporate tone like many big entities do. Try and imagine one person in front of their computer rather than trying to ‘speak' to all Internet users. For example use ‘you' instead of ‘everyone'. Why? You're addressing one person at a time, not a crowd of people, which tends to comes across as impersonal. It's a subtle but important difference.
Convince the buyer that you are honest and trustworthy. Emphasize your great feedback record and include testimonials within the listing. Reassure the buyer that you will ship the item promptly, and that you always provide outstanding customer service. Provide a guarantee without any small print or ‘get out' clauses (which can destroy the effectiveness of an otherwise good guarantee by the way). Finally, have a trusted friend or family member read through your description to check all these points independently. It'll make a real difference…
Take almost any flight these days and as the plane reaches the gate you'll hear an announcement along the lines of: “we realize you have a choice in which airline to fly, and we thank you for choosing _______”. This probably sounds a little cliched to many seasoned travelers because it's so ubiquitous, but it's done for a reason. The message is true - it acknowledges how competitive the industry is and thanks customers for their choice.
It's ironic that more eBay sellers don't realize the very same thing applies to themselves. Buyers have a choice. Even if your product is completely unique, they still have a choice to buy, or not. So let's talk more about this important aspect that is ignored by most sellers.
Within your main listing description you need to provide numerous reasons why people should buy from you rather than anyone else. Most sellers assume that people will want to buy from them as soon as they come across the listing (and ignore the competition) but that's not the case. Most buyers will browse and compare before making their final decision.
Interestingly, you may have seen this phenomenon in action on Amazon where they now tell you what percentage of people bought a particular item after looking at the listing. In the case of my ‘eBay Exposed' book, Amazon reveals that 70% of people currently end up buying my book (the remaining 30% is divided up among four other eBay books).
Incidentally, I'm very happy about the 70% figure, as many books have a percentage below 50%, which means that the sellers didn't do a good job of convincing people to buy their product. So now that you've realized that people DO shop and compare, what can you do to persuade them to buy from you, rather than a competitor?
Amazon shows what percentage of people buy a particular product
Firstly, aim to establish a rapport with the buyer from the outset, as well as throughout the listing description. You can do that by using a friendly, approachable, and conversational writing style, rather than a stiff, corporate tone like many big entities do. Try and imagine one person in front of their computer rather than trying to ‘speak' to all Internet users. For example use ‘you' instead of ‘everyone'. Why? You're addressing one person at a time, not a crowd of people, which tends to comes across as impersonal. It's a subtle but important difference.
Convince the buyer that you are honest and trustworthy. Emphasize your great feedback record and include testimonials within the listing. Reassure the buyer that you will ship the item promptly, and that you always provide outstanding customer service. Provide a guarantee without any small print or ‘get out' clauses (which can destroy the effectiveness of an otherwise good guarantee by the way). Finally, have a trusted friend or family member read through your description to check all these points independently. It'll make a real difference…
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