eBay Listings That Sell For Dummies

by Collier, Marsha; Ruby, Patti Louise

• ISBN13: 9780471789123
• ISBN10: 0471789127
• Format: Paperback
• Copyright: 2006-05-01
• Publisher: For Dummies

Summary

No matter what you want to sell on eBay-auto parts or designer apparel...weird, unique wares or pricey antiques-the principles and basic rules for successful listings are the same. eBay Listings That Sell For Dummies follows the advice it gives you for your ads-it tells you what you need to know without bogging you down with lots of fluff and peripheral stuff. From the mechanics to descriptive ad copy to photography to getting it on eBay, this guide covers: eBay options that can boost the appeal of your listings, including Buy It Now (BIN), Subtitle, Bold Title, Highlight, Box border, Home Page Featured, Featured Plus!, and Gallery Picture (a must) Constructing catchy listings with a title that sells and keywords that pay off eBay Acronyms you'll need to know Tackling and completing eBay's Sell Your Item form HTML formatting basics plus some free JavaScript scripts you can use to dress up your listing Embedding images, creating thumbnails, and adding bells and whistles (or not) Buying a digital camera for taking eBay photos and equipping your "studio" Lighting correctly, and using the Cloud Dome, light cubes, panels, and umbrellas Retrieving your images and uploading them to a server (your free ISP space, AOL, eBay, eBay's Picture Manager, or others) Editing your photos, including cropping, enhancing, resizing, sharpening, and more A checklist of techniques for preparing elegant, fast-loading images for your ads Sprucing up your eBay store Posting your listing to other sites such as half.com, amazon.com, and overstock.com Automating with HTML Generators, including eBay's Turbo Lister, or Third-Party HTML generators such as Mpire.com Launcher or the authors' free tool from www.coolebaytools.com Written by eBay pros Marsha Collier, a successful PowerSeller, and Patti Louise Ruby, a trainer at eBay University events and eBay Live, eBay Listings That Sell For Dummies is loaded with tricks of the trade. It's complete with step-by-step instructions for many tasks, tables and checklists, lots of screen shots, and examples of good and bad ads. With this friendly guide, your merchandise will quickly be going...going...gone on eBay.

Author Biography

Marsha Collier spends most of her time on things related to eBay. She’s a charter member eBay PowerSeller, as well as one of the original instructors for eBay University. As a columnist, an author of four best-selling books on eBay, a television and radio expert, and a lecturer, she shares her knowledge of eBay with millions of online shoppers. Thousands of eBay fans also visit her Web site, www.coolebaytools.com, to get Marsha’s latest insights on e-commerce.
Out of college, Marsha worked in fashion advertising for the Miami Herald and then as special-projects manager for the Los Angeles Daily News. She also founded a home-based advertising and marketing business. Her successful business, the Collier Company, Inc., was featured by Entrepreneur magazine in 1986, and in 1990, Marsha’s company received the Small Business of the Year award from her California State Assemblyman and the Northridge Chamber of Commerce.
Bargains drew Marsha to eBay in 1996, but profitable sales keep her busy on the site now. Marsha applies her business acumen and photography skills to her eBay business — and in this book, she shares her knowledge about what makes good, profit-promoting listings on eBay.

Patti “Louise” Ruby, an Indianapolis native, was born to work on a computer. In junior high, she took a class in the programming language Fortran. She excelled and enjoyed the class: The die was cast. Patti went through several jobs as a programmer and then became a consultant. In the late ’90s, Patti was part-owner of an antique mall, and coincidentally found a Web site called AuctionWeb (the original eBay). She was fascinated by the concept, and began selling on the site. She also became an integral part of the chat rooms, which initially served as loose customer support where users helped other users. Patti’s ease with computers helped many a new user feel comfortable on the boards — and with using the AuctionWeb system.
In February 1997, Patti was hired as AuctionWeb’s second Customer Support Representative. In this position, she became the main interface between the engineering staff and the user community, where she communicated members’ “bug” reports and suggestions for site enhancements. When AuctionWeb became the new eBay site in the fall of 1997, she headed up a “live” question-and-answer board that was set up to help members make the transition between platforms.

Table of Contents

Introduction	1	(1)
About This Book	2	(1)
Our Foolish Assumptions	3	(1)
Conventions Used in This Book	4	(1)
Tiptoeing through the steps	4	(1)
Watching the icons, yes, I con . . .	5	(1)
And about that HTML code . . .	5	(1)
How This Book Is Organized	5	(2)
Part I: Getting Chummy with the Basics	5	(1)
Part II: Lining Your Pockets with HTML	6	(1)
Part III: Turning Pictures into Dollars	6	(1)
Part IV: Advanced Applications for Your Newfound Skills	7	(1)
Part V: The Part of Tens	7	(1)
Icons Used in This Book	7	(1)
Where Do You Go from Here?	8	(1)
Part I: Getting Chummy with the Basics	9	(36)
Attracting Buyers with Your eBay Listing	11	(14)
Creating Listings That Are Uniquely You	11	(2)
Making Your Listing Stand Out from the Others	13	(5)
Constructing Catchy Listings	18	(4)
Writing a title that sells	18	(3)
Adding information with a subtitle	21	(1)
Gathering the tools you'll need	21	(1)
Copywriting, eBay-style	22	(3)
Getting a Quick Start with the Sell Your Item Page	25	(12)
Understanding the Sell Your Item Area	25	(4)
Decision #1: Choosing a category (or two)	26	(2)
Decision #2: Choosing a listing type	28	(1)
Filling in the Blanks --- Carefully	29	(7)
Deciding on your Item Specifics	30	(1)
Writing up the description	31	(5)
Checking Your Work and Starting the Listing	36	(1)
Knowing How HTML Works	37	(8)
Getting to Know HTML and the Web	37	(4)
Hypertext	38	(1)
Markup	39	(1)
Browsers	39	(1)
Web servers	40	(1)
Deconstructing an HTML Tag	41	(1)
Cascading Styles Sheets (CSS)	42	(1)
Sure and Simple Formatting Tricks	43	(2)
Part II: Lining Your Pockets with HTML	45	(74)
HTML Text --- Formatting Basics	47	(16)
Making Text Clear but Catchy with HTML	48	(1)
Formatting builds strong listings	48	(1)
Only what you need to know about coding HTML	48	(1)
Getting Bolder (Or Larger, or More Colorful) as You Go	49	(7)
Picking fun (but readable) type	49	(3)
Trying out different sizes	52	(1)
Showing your text in different colors	53	(2)
Drawing attention with bold and italics	55	(1)
. . . etc	56	(1)
Grouping and Positioning Your Listing Text	56	(4)
Centering sometimes fits the bill	57	(1)
Breaking up large text blocks	57	(2)
Emphasizing with bullets	59	(1)
Setting Up Your Own Auction Template	60	(3)
Playing the (Hyper) Links	63	(12)
Teeing Off with Simple Links	64	(5)
Linking to your eBay Store	65	(1)
Linking to specific items or categories in your eBay Store	66	(1)
Linking to other listed items	66	(2)
Linking to related Web sites	68	(1)
Providing an e-mail link	68	(1)
Making a Hole-in-One: Linking to an Image	69	(3)
The Nineteenth Hole: Using Silly Linking Tricks	72	(3)
Opening a new browser window	72	(1)
Connecting thumbnails and larger images	72	(1)
Rollovers and other fancy tricks	73	(2)
Brewing JavaScripts (Not the Starbucks' Kind)	75	(12)
Knowing What You Can Do with JavaScript	76	(1)
Finding Ready-to-Use Scripts	76	(2)
Searching for scripts online	77	(1)
Copying free scripts for your own use	78	(1)
Making Sure Your JavaScript Is Allowed in Listings	78	(1)
Handy Scripts for Any Listing	79	(8)
Disabling right-click functions	80	(2)
Displaying a countdown message	82	(5)
Embedding Images for Flash and Effect	87	(14)
Sizing (and Resizing) Your Pictures	87	(6)
Zooming in on your subject	89	(1)
Maintaining your aspect ratio	89	(1)
More than you ever wanted to know about dpi, ppi, pixels, resolutions	90	(3)
Placing Your Pictures for Maximum Effect	93	(1)
Embedding the Image in Your Listing	94	(1)
Selling Up with Multiple Pictures	94	(1)
Choosing a Main or Dominant Photo	95	(1)
Saving Space with Thumbnails	96	(5)
Selecting the Gallery image	96	(1)
Creating thumbnails in two steps	97	(2)
Offering a larger view	99	(2)
Plumping Up Your Description	101	(8)
Filling In the Background	102	(3)
Arranging Stuff by Nesting Tables	105	(3)
Deciding When Enough Is Enough	108	(1)
Adding Some Bells and Whistles	109	(10)
Animating Your Graphics	110	(1)
Playing Some Music	111	(1)
Telling Your Story with Speech	112	(1)
Streaming Video to the Bidder	112	(1)
Finding Third-Party Solutions	113	(6)
Checking credentials of solution providers	114	(3)
Letting buyers silence the bells and whistles	117	(2)
Part III: Turning Pictures into Dollars	119	(88)
Choosing and Knowing Your Camera	121	(12)
Deciding How Much to Spend	122	(6)
Checking Out the Important Parts	128	(3)
Making the Magic Setting(s) for Quality Images	131	(2)
White balance	131	(2)
Outfitting Your Studio	133	(14)
Storing Your Studio Equipment	133	(2)
Stocking Up on Studio Essentials	135	(5)
Getting the basics	136	(2)
Checking out some common setups	138	(2)
Adding on Other Valuable Equipment	140	(7)
Tripod	141	(1)
Power supplies	141	(1)
Props --- for example, a mannequin	142	(1)
Display stands, risers, and more	143	(2)
Software	145	(2)
Getting the Right Light (Or the Light Right)	147	(14)
Using the Flash	148	(2)
Seeing the Light about Light Bulbs	150	(6)
Getting warmer with incandescent bulbs	150	(2)
Cooling it (the light, that is) with fluorescent bulbs	152	(4)
Setting Up Your Lighting	156	(5)
Shooting jewelry and coins	157	(1)
Using light cubes, panels, and umbrellas	158	(3)
Setting Up Your Pictures	161	(12)
Getting the Cleanest Image Possible	164	(2)
Checking Your white balance	164	(1)
Using the Timer shooting mode	165	(1)
Shooting for Online: Dos and Don'ts	166	(2)
Patti & Marsha's Gallery of Horrors	168	(5)
Horror #1	168	(1)
Horror #2	168	(1)
Horror #3	169	(1)
Horror #4	170	(1)
Horror #5	170	(3)
Special-Situation Photography	173	(16)
Photographing Jewelry and Coins	174	(7)
Take the pictures outdoors	174	(1)
Scanning the small stuff	175	(2)
Going pro with the Cloud Dome	177	(4)
Selling Fashion through Pictures	181	(4)
Gathering fashion photography tools	181	(2)
Cleaning and pressing essentials	183	(2)
Turning Cars into Dollars	185	(4)
Getting the Pictures from Your Camera to eBay	189	(18)
Finding the Pictures in Your Camera	190	(5)
Retrieving images from your camera's memory	190	(2)
Mounting the flash media card	192	(2)
Removing the media	194	(1)
Uploading Your Images to a Server	195	(12)
Using your free ISP space	195	(4)
Uploading images to AOL	199	(2)
Uploading your picture to eBay	201	(2)
Using your hosted images	203	(1)
Using eBay's Picture Manager	204	(3)
Part IV: Advanced Applications for Your Newfound Skills	207	(54)
Making Perfect Pictures	209	(14)
Sizing for Dollars --- and Quick Load Times	209	(3)
Editing for Perfection (or Close Enough)	212	(1)
Employing Image-Editing Software and Services	212	(11)
Quick touch-up and FTP in Fast Photos	213	(4)
Using eBay's Enhanced Picture Services	217	(6)
Dolling Up Your eBay Store	223	(12)
Deciding on Custom Pages	224	(1)
Setting Up a Theme	224	(1)
Customizing Your Store Header	225	(2)
Using eBay Store Promotion Boxes	227	(8)
Promotion-box placement and size	228	(2)
Choosing a type of promotion box	230	(5)
Porting Your Listings to Other Sites	235	(10)
Understanding Browser Compatibility	235	(3)
In a galaxy far, far away	236	(1)
Viewing a listing in various browsers	236	(2)
Checking Out Half.com, an eBay Company	238	(3)
The what and how of selling on Half.com	239	(1)
Listing your items at Half.com	240	(1)
Trading Space on Amazon.com	241	(1)
Selling Your Wares at Overstock.com	242	(1)
Selling on Your Own Web Site	242	(3)
Choosing a Web-hosting company	243	(1)
Checking out eBay's ProStores	244	(1)
Automating with HTML Generators	245	(16)
HTML Generator Symbols	245	(2)
Using eBay's Turbo Lister	247	(8)
Features and minimum requirements	247	(1)
Downloading Turbo Lister	248	(2)
Listing with Turbo Lister	250	(5)
Using Third-Party HTML Generators	255	(6)
Mpire.com Launcher	255	(1)
Using ours: simple, quick, and free	256	(5)
Part V: The Part of Tens	261	(20)
Debunking the Ten (or so) Online Photography Myths	263	(8)
Putting together a makeshift photo studio from household items	264	(1)
Dressing up your pictures for more appealing images	265	(1)
Saving time by taking a picture of one in a set	266	(1)
Adding fancy camera attachments to make up for bad lighting	267	(1)
Using fancy backgrounds to make a ``more interesting shot''	267	(1)
Saving your image without compression	268	(1)
Adjusting the f-stops and shutter speed	269	(1)
Using bright white bulbs for your lighting	269	(2)
Ten Tips for Your Auction Design	271	(10)
Writing a Detailed Description	271	(1)
Taking Sufficient Pictures	272	(1)
Using Color Only to Enhance	272	(1)
Keeping Your Customer Informed	273	(1)
Establishing Your Brand Identity	273	(1)
Avoiding Unnecessary Complexity	274	(1)
Encouraging Multiple Purchases	274	(2)
Using HTML to Your Advantage	276	(3)
Keeping an Eye on the Competition	279	(1)
Reviewing Your Listings	280	(1)
Appendix: Mechanizing Your Sales with Third-Party Management Tools	281	(16)
Choosing Your Auction-Management Tools	282	(4)
Looking for essential features	284	(1)
Exploring advanced features	285	(1)
Online or Offline Management?	286	(4)
Online auction management sites	286	(3)
Auction-management software	289	(1)
Finding More to Automate	290	(7)
Setting up an auction photo gallery	291	(1)
Sorting auction e-mail	292	(1)
Automating end-of-auction e-mail	293	(1)
Keeping inventory	293	(1)
One-click relisting or Selling Similar	294	(1)
Scheduling listings for bulk upload	295	(1)
Hosting photos	295	(1)
Checking out	295	(1)
Printing shipping labels	295	(1)
Tracking buyer information	296	(1)
Generating customized reports	296	(1)
Submitting feedback	296	(1)
Index	297