Do Your Listings Have Personality?

Whether you sell on eBay, Amazon or some other website, there’s a pretty good chance that someone is selling similar or even the same items that you are. When this is the case, it’s not always best to compete on price as you’ll just end up eating into profits. Instead, a better strategy is to make shoppers want to choose your item over your competitors. One way to do this is by making sure that your item listings have personality.



What exactly does “personality” mean? When it comes to item listings, it’s about making sure they have unique content and creative product descriptions. In other words, your description content is fresh and not generic.


Here are some ideas that can help you add the personality and uniqueness that will set you apart from competitors:


First, keep in mind that Google likes content that is new and original – Google’s search typically avoids duplicate content completely. This means that if you’re using the “default” catalog information on eBay, or if you’re following the rest of the herd with the same product description on Amazon, Google’s search algorithm will pass you by, along with your potential customers. Most people like to research an item before they finally make an online purchase. If you have fresh, original content instead of the boring content everyone else has, not only will Google love you but shoppers will too.


Second, tell shoppers about the features of a product and how buying it can benefit them. You may not have thought about it before, but every time you write a product description for an item, you are actually working as a copywriter. Think about the product descriptions in some of the catalogs you have browsed through. They don’t typically just give you the color and size of an item. They describe it in a way that you can almost see yourself holding or using the item. Suggest ways they can use your item or what they can do with it.


Next, take a good look at your photos. The item images are what ultimately make it sell. Capture the item from different angles so the customer can get a good idea of what they are buying. Requirements vary marketplace to marketplace, but generally you should keep the background clean and simple. Make your photos unique, but avoid making them look “busy”. Stick to a single color background and let the item be the star in your photos.


Finally, consider the buyer. If your item appeals to a younger person, then you can be less formal and more casual with your product description. If your item would appeal to a suit-and-tie professional, you would want a more authoritative voice. If its best suited for a stay-at-home mom, show her how much easier her life could be with your item. If you’re not sure who would best benefit from your item, choose one group and “speak” to them. This will not only keep your description from being too generic, but can keep your content from becoming stale and boring as well.

This guest post was contributed by Kat Simpson. Kat is a trusted eCommerce author, speaker, educator, and entrepreneur. Kat Simpson has been a successful eCommerce merchant for over 10 years; is an eBay Education Specialist and Gold Level PowerSeller, as well as a successful Amazon merchant. Currently Kat is the hosts the popular weekly eCommerce Podcast That Kat Radio and an active Facebook Group ThatKat.


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