Your customer wants to know: “What’s In It For Me?” Everything that you mention in your listing should answer that question and avoid your customer thinking: “So What?” The way to do this is to describe each feature of your product as a benefit to the customer. Features are about the product. Benefits are about the customer.

Here’s an example of a listing describing a product’s features:

“This computer desk has a fold-down side flap and a keyboard shelf that slides in and out”

Your customer might well think: “So what? What’s in it for me?”

So here’s an example of the same features of the product described as benefits to the customer to answer the “what’s in it for me?” question:

“This computer desk has a fold-down side flap and a keyboard shelf that slides in and out to save space when the computer is not in use. This makes it ideal if your office is small or if your computer takes up space in your lounge, dining room, bedroom or bedsit.”

You can turn any product feature into a customer benefit by writing: “this product has (describe feature) which means (describe benefit)”

You’re not actually speaking to your potential customer so you can’t ask them which feature-benefits are important to them. But each feature-benefit is a potential reason to buy. So describe EVERY feature of your product as a benefit that answers “what’s in it for me?” By listing them ALL you are giving them MORE reasons to buy. Each feature-benefit is FUELLING THEIR DESIRE and nudging them closer to making a decision.

Build up the value of your product by listing every single feature as a benefit, including every obvious one. Don’t assume your customers know all the benefits of your product. If you don’t mention something because you think it’s obvious, people will either assume your product doesn’t have it or will email you and ask – which takes up your time answering.

Each buyer is different. If you fail to mention a feature-benefit because you think it’s irrelevant or obvious, that may be the one that would have convinced the buyer to overcome their natural resistance and clinched the sale. The more feature-benefits you list the greater the value you create in the buyer’s mind making them more likely to buy from you (as opposed to the competition) and willing to pay more.

Displaying each feature-benefit as a bullet point is very effective because:
- its very easy to read
- its very easy to see all the benefits at a glance

A good way to start your listing is by using an attention-grabbing headline that will appeal to your target market and encourage them to read the rest of your listing. Having compiled a list of feature-benefits as described above, you can choose the main benefit of your product and use that as your headline. Write the headline in big, bold letters that immediately grab attention when someone looks at your listing.

Be open and honest and describe any flaws that your product has. Although this may reduce the final price that you receive for your item, that’s better than the hassle of having to refund because you’ve sold something without describing it properly and the risk of receiving negative feedback. You can turn the flaw in to a positive, for example:

“It has a small scratch (see photo) which won’t affect your enjoyment of it but will enable you to grab a bargain.”

Such a flaw could even be listed as a positive bullet point, e.g.

“- Small scratch which saves you money (see photo)!”

If you are selling something second hand, people will expect some flaws. If you don’t mention any flaws, they will suspect that you are not being completely honest. They won’t bid if they aren’t confident that your description is accurate. If you mention all flaws, your honesty will appeal to buyers who will perceive you as trustworthy and feel confident about bidding – knowing exactly what they are bidding on.

Your listing should not only answer the question: “Why should I buy this product?” but also answer the question: “Why should I buy from you rather than your competition?” If your product is better than your competitor’s, say it! Don’t assume that your customers know that – or hope that they will work it out for themselves.

If your product isn’t better, don’t try to sell cheaper – that will lead to a price war that will only serve the customer. Instead, you can differentiate your product from your competitor’s by emphasising your Unique Selling Proposition (USP). You can do this by increasing the perceived value of your product and/or by offering better terms and conditions than your competitors.

Martyn Boaden

This post is based on an extract taken from The Lazy Way To Wealth On eBay