First Capitol Counseling Connection
The Psychology of Writing The Perfect Ebay Ad
Dr. Howard Rosenthal
Yes, I am well aware that this column is usually devoted to mental health and social service issues. Normally, I’m pontificating about depression, anxiety, the latest psychotherapy modality, or how to handle your out of control monster, excuse me, I mean mother-in-law.
Nevertheless, lately people have flocked to online auctions trying to sell everything from the junk in their garages to the belts holding up their pants. Hey, let’s face it. This isn’t a bad way to make a quick buck.
I must say, however, that as a person trained in the behavioral sciences — and very well versed in the psychology of direct mail marketing — I am horrified at the horrendous copy I see passing for advertising when I peruse auctions such as Ebay.
Look, if you are selling something very rare such as a piece of jewelry owned by Britney Spears or perhaps a pristine 1957 dual quad Corvette you can write anything and your product will sell for a mint. (In fact, if you have an extremely unusual item you can go to the next article in this newspaper since you surely don’t need to waist time reading this one!)
On the other hand, let’s be honest and forthrightly admit that most of us aren’t selling jewelry owned by the stars or a one in a million classic car. Most likely, the average reader perusing this piece is trying to unload something mundane such as the tie your Uncle Max gave you for your birthday last year. You know, the one had had the nerve to admit he snared at a Blue Light Special. If this is the case, and you are selling a fairly typical item, then yes, you desperately need my help . . . keep reading!
Hence, without any further ado lets examine several strategies that could pump some life into those tired anemic Ebay Ads of yours.
First, tell fellow Ebayers precisely what in the Sam Hill it is that you are selling. I’m serious. Here is a case in point. This morning I was reading an ad and when I got finished I wasn’t sure whether the guy was selling a blank cassette, a cassette with music on it, or a cassette recorder. I don’t know about you, but most sane folks won’t buy something unless they know what it is!
Always begin your ad with a headline just line a newspaper article. Hint: 99% of all Ebayers don’t! Horrors! What in the world are these people thinking?
Thus, if you are selling grass seed you might begin with something like, “Amazing New Grass Seed Will Give You The Best Looking Lawn in the Neighborhood in 7 Short Days.” Anytime you can, use a number or numbers in your headline. Hence, an ad for a weight loss product might begin with “Lose 14 pounds in 28 days.”
Next, describe the features of your item (e.g., the toaster has a special setting for toasting bagels). Next share the product’s benefits (e.g., this television is identical to the ones the national chains are selling for three times the price).
Use short paragraphs for your ads. Research indicates that short paragraphs look easier to read and there is a better chance folks will read what you have to say.
And oh yes, let me answer the age- old question for once and for all: Long ads do sell better than short ads. Sorry, but that’s the truth. The more you tell, the more you sell.
Whenever possible tell a story about the item. For example, “My great, great grandfather acquired this rare political button while fighting in the Civil War.”
If there is something negative about your item always bring it to your reader’s attention. This is not a misprint. People would rather buy from honest buyers. For example, I’ve sold over 250 educational audio CDs on Ebay by pointing out that they do not have labels and therefore I can give the buyer a better price.
Finally, if you only have one item like the one you are selling, be sure to mention this fact in your ad. It will spark people to take action now. Remind the reader they may never see the ad again.
Since this article is way too short to share all the secrets I have amassed I would like to invite readers to attend my first ever How to Write the Perfect Ebay Ad course. This monumental event will take place on Friday September 30 from 8:30 to 10:00 in the morning at St. Louis Community College at Florissant Valley. To enroll, call 314-513-4200 and ask for Continuing Education. Since the program is being sponsored by the new Elder College, the college will knock 50% off the price if you’re over the age of 60.
As for me, well, let’s just say I’m going, going, going, gone.
Dr. Howard Rosenthal is Professor and Program Coordinator of Human Services at St. Louis Community College at Florissant Valley. He has lectured to over 100,000 people and is the author several books including two publisher’s best sellers. Most counselors use his books and audio programs to pass licensing exams. His website is www.howardrosenthal.com.
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