Unique Selling Proposition On Ebay
If you have dabbled at all in the world of Internet marketing,
you may have heard the term "unique selling proposition" or USP.
USP is a technique that Internet marketers use to set themselves
apart from the competition. Internet marketing is highly
competitive and highly saturated. In order to be successful, it
is vital that the Internet marketer present himself as being
unique and different from his competitors especially when many
of them are selling the same products.
It is also just as vital to have a unique selling proposition on
Ebay. I am amazed at the number of Ebay sellers that are either
unaware or just don't care about the importance of having a
unique selling position. A case in point: A while back, I was
researching some products on Ebay from a wholesale company
called B&F System. B&F System is a wholesale only company that
carries a variety of brand name products. One of the brands they
carry is called Maxam. I came across several Maxam leather
jackets on Ebay while searching ended auctions. Now here's the
kicker. About a dozen or so of these leather jacket auctions
were exactly the same. They all used the same image of a guy
modeling the jacket that was captured from the B&F website. They
even used the exact ad copy used by B&F!
What was the result? Only one of the sellers was able sell any
jackets. The top bid was only $26. And since he purchased the
jackets from B&F for $20, he made about $5.00 profit after Ebay
fees. That's a slim profit for an item that normally retails for
$95.
Always keep in mind that the amount of effort you put fourth on
you auctions will be in direct proportion to the amount of
return you get from your auctions. The sellers who put up the
jacket auctions put fourth little effort by using stock photos
and ad copy from the B&F website, and therefore received little
or no sales from their auctions. The sellers in this case might
think that using stock photos makes their auctions look more
professional. It's just the opposite. These auctions look very
amateurish. Using a picture of someone modeling a garment will
not entice people to bid on your auction. Using three or four
high quality pictures of the actual item along with a detailed
description will entice people to bid. Remember that buying
apparel off the internet is not like buying music CD's or
software. You don't need to worry if a CD will fit. You don't
need to see multiple pictures of a box of software to know what
you'll be getting. However, when selling apparel, good quality
pictures and a detailed description are vital. You should use a
good quality digital camera to take pictures of the item from
different angles. If you're selling jackets or coats, include a
picture of the lining as well. In your description, don't just
say it's a large size. Give measurements of the garment
including overall length, sleeve length and chest size. If
you're going to specialize in apparel, it would be a good idea
to purchase a form or clothing dummy to model your apparel.
Doing these things will go a long way in setting you apart from
the competition and establishing a "unique selling proposition."
What ever you're thinking about selling, always look at your
competition and think about how to set yourself apart. Remember
that unless you're selling antiques on Ebay, there's always
someone else who's trying to sell the same thing you're selling.
Establishing your USP will put you on the road to Ebay success.