The Secret of Writing Powerful eBay Description - Part2

The Secret of Writing Powerful eBay Description That Sells Like Crazy – Part 2

Welcome to part two of “The Secret of Writing Powerful eBay Description That Sells Like Crazy”. I am going to discuss about “Features and Benefits”.

The next crucial part is “Features & Benefits”. Features and benefits are one of the most overlooked areas of selling power in advertising. As the saying goes “Features tell, but benefits sell.”

For example, when you describe a feature like “free overnight shipping on orders over $100,” make sure you always describe the accompanying benefit: “Never again deal with the hassle of driving across town, in traffic, to make a purchase! Have your order delivered in the morning for free.” Even if your feature is standard, explain its benefits.

Positive Benefits: Positive benefits are direct benefits that accrue to the customer when they purchase. If you offer your product at an especially low price, you might elaborate on the benefit of the low price feature.

For example: “Our consistently low prices save our average clients more than $700 per year on their office supplies.” Make sure you do not overstate the benefit claim. Some benefits sound so good they are not credible, even if they are true. In these cases, you will want to understate your product’s benefits a little.

For example, if you have a product that cures back pain 100 percent of the time, you will lose credibility if you make that benefit claim, even if it is true. You will be more credible if you understate the claim by saying your product cures back pain in 86.5 percent of all cases.

Negative Benefits: Negative benefits can sometimes be more powerful than positive ones. Focusing on negative benefits means implying what could happen to a prospect who fails to purchase your product or service.

Here are some examples of negative benefits: “Never again be the butt of jokes on the golf course,” “Do not let your snoring cause you to spend another night on the couch,” “Never feel unconfident about your appearance again,” or “Do not waste your lunch hour driving across town for supplies.”

Test throwing a strongly worded negative benefit into your product’s description and see what happens!

Understand The True Benefit: Carefully consider the true benefit of each product feature. Do not just throw a benefit out there without carefully considering what the true benefit is. In other words, when a customer purchases your product or service, what is he or she really buying?

There are lots of books about copywriting, but the main objective here is to practice. Practice makes perfect. Apply what you have learned into your eBay description.

Regards,

Shireen C

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