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Mark
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Joined: 02 Aug 2005
Posts: 724
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 Posted: Mon Apr 02, 2007 6:32 pm Post subject: 6 Question Interview: Brian McGregor |
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Brian McGregor is the author of The Ebay Formula, which was one of the first ebooks to focus purely on selling on eBay. Since 2003 Brian has also published the eBay Auction Newsletter which is delivered to an audience of more than 10,000 people.
You can find out more about The Ebay Formula at: http://www.more-auction-sales.com/
1. Why sell information/ebooks on eBay?
Brian: There are many reasons why eBay is a great place to sell information/ebooks. The demand for information is insatiable and, with eBay's massive traffic, there will always be eBay members interested in the information in any ebook.
Anyone can create an ebook, or acquire ebooks with resale rights. Either way, the profit margin is as near 100% as you can get. Being computer files as opposed to physical products there is no inventory issue, no storage requirement and no packaging and shipping. Indeed, delivery of an ebook can be as simple as a file attached to an email.
Once you have a successful listing, you can sell the same information product many times over. Also, with ebooks you can include live links in the text or in a resources section, and you can make these hyperlinks connect to other products you sell or to an affiliate product.
2. What is the best hidden feature on eBay in your opinion?
Brian: Although not a hidden feature, the most underused and yet most powerful feature on eBay is eBay Pulse. Here's why…
Over 70% of searches made by buyers use the standard search box. What can be overlooked is that by default these searches only compare searched words with auction titles. In order for an auction to be returned in search results, words keyed in by the searcher have to appear in the auction title. Being in as many search returns as possible is vital for the seller. In other words, sellers need to try and predict the words which buyers are likely to use when searching. eBay Pulse provides a solution to this as it lists the most popular search words used by buyers within each eBay category. Put these words in your auction titles, and your auctions will be returned in many more searches!
3. What's the best method of selling ebooks on eBay, and what tips & tricks should sellers follow?
Brian: When offering ebooks on eBay, automation is useful. Ideally you want to be able to run multiple auctions continuously and have your products delivered automatically 24x7.
The low cost way to achieve this is to use a combination eBay's Selling Manager for automated listing, plus the Rules facilities within Outlook Express or Outlook for automating delivery. An alternative would be to use a software script like MyDigitalDelivery.
Even though you're "only" selling an ebook, it pays to make your auction listing page look as professional as possible. Also, if you're listing an ebook for which you have resell rights, try and use different graphics and images to those which every reseller is likely to use.
Also, once you have a number of ebook auctions running, it can be beneficial to open an eBay store and cross-promote from your auctions to your store, and vice versa.
4. Can you recommend any ways of standing out from the competition?
Brian: To continue on the ebook theme fore a moment, try creating your own ebooks. If you've something unique to sell, you will stand out. You can also differentiate your auction for a resale rights product by creating a unique bonus. For example, look on Google for free ebooks related to the ebook you're selling on eBay. In this way your eBay auction will be different to anyone else who happens to be listing the same ebook as you.
In general, try and give the impression of being a seller who can be trusted. You can do this by always offering a money back guarantee. You could also consider becoming a member of Square Trade or Fair Trade Authority. Make sure you have a good About me page in which you convey your integrity, honesty and professionalism.
Audio or video on your auction page would also make you stand out. Plus, invite questions from buyers from within your auction listing. Don't just rely on eBay's standard "Ask Seller a Question" feature.
5. Why is eBay ideal for building a list?
Brian: A contact made via eBay can be potentially valuable as eBay members are buyers and sellers, not simply information seekers. Every contact you make from eBay should be added to your list. And, with eBay's comprehensive categorisation, these contacts are perfectly positioned within market niches. You can legitimately contact these people in the future with offers of products which are specifically relevant to them.
The biggest problem facing anyone attempting to build a list from internet marketing activities is simply getting sufficient traffic. With eBay, the traffic problem is solved. Your task is to attract a tiny percentage of that traffic to you and to your auctions, and thus onto your lists.
6. Finally, any other advice for our members on making the most out of eBay?
Brian: Always invite email communication before a sale is made. Be very polite and professional - this is your opportunity to influence a potential buyer.
Use multiple item sales, not single items.
Consider opening an eBay store, particularly if you're selling information products.
Keep promoting your eBay auctions or eBay store, for example always include either in your email signature.
Be professional and try not to let emotions overtake you. For example, it rarely pays to leave negative feedback first - no matter how awkward the customer. If you do give a negative, bear in mind that you will probably attract a negative. You can circumvent unhappy buyers via your "thanks for buying/delivery instructions email". Always request your buyer to contact you if they are not completely satisfied with their purchase, before they leave feedback.
Subscribe to Brian McGregors newsletter at: http://www.workwinners.com/newsletter/ |
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| Posted: Mon Apr 02, 2007 6:32 pm Post subject: Recommendation: Auction Selling 101 |
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Mark
Site Admin
Joined: 02 Aug 2005
Posts: 724
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| Posted: Sun Sep 14, 2008 10:56 am Post subject: |
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Update: Ebay is a rapidly changing marketplace and new strategies are essential to keep Ebay a profitable venture for sellers . To follow up this series of interviews, we're asking all our interviewees one further question.
Mark: How has eBay changed for you since the initial interview, & what advice would you now offer AuctionCUT readers to make the most out of eBay?
Brian McGregor: eBay has made so many changes in the last year or two that it's difficult to keep up with the implications for individual sellers. What has become clear is that eBay wishes to grow the proportion of fixed price listings. They perceive their marketplace as increasingly one in which buyers want to buy at a known price, in a similar way to sellers on Amazon's Stores. One way eBay are encouraging this move is by reducing the listing fee for Buy It Now items. So, how do you decide whether to list an item as a Buy it Now or as an Auction format? Here are my recommendations - Buy It Now works well for items where you have multiple quantities to sell, that are commodity products readily available elsewhere and where you can offer a good competitive price. Use an auction format listing for one-off, rare or highly sought after items, where the price is difficult to assess and you're willing to let the market decide. Also, one other piece of advice, every seller should review the relevance of eBay Stores/Shops, as items listed in these will appear in standard searches from late September 2008.
Brian McGregors newsletter is available at: http://www.auctioninnercircle.com/ |
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