If you want to engineer certain failure on eBay, here are 11 ways to do it….  In the Spirit of helping...., I have also included 11 ways to avoid failure too!  For more fullsome explanations of issues I have written about here, check out my other guides -- all are related to buying, selling and remaining safe on eBay.

1.  Great Way to fail?  Post no ad content, inaccurate, incomplete or uninformative ads, be sure to Keyword spam (make it look like you are selling something more or better than you are), neglect to tell the whole story or otherwise lie (outright or by omission) to your customers.  Not only does it upset customers, they will leave negative feedback and complain to eBay and PayPal too, ruining your reputation and relationships with your key business partners in the process (customers, eBay and PayPal).

The right way?  Best case is that poor, inaccurate or uninformative ads simply fail to draw people into considering what you are offering.  Lies invite upset customers, negative feedback and eBay warnings (always bad news for future sales).  Inaccurate ads (i.e., those that exaggerate, or state untruths about the product) will succeed in getting people to your ads and disappointing them when the product arrives.  This is a definite recipe for negative feedback, exodus of your customer base and failure long term.  Inaccuracy, also occurs when lying by the omission by leaving out key information about the product.  Just as in any true market place, you must win and keep your customers.  You do that with informative ads, truthfully presented, with good pictures. Say what you know clearly and admit what you don’t – treat your potential customers as you would like to be treated.  Keyword spamming or using words and phrases in your title that draw lots of folks but have nothing to do with what you’re selling are completely against eBay policy and ultimately counter-productive.  It's a bad reflection on you too - guaranteed to upset buyers and to make you look silly at best and a magnet for bad feedback at worst.  Sometimes, people actually write complete titles that have absolutely nothing to do with the product they are selling just to get people to the ad which is extremely short sighted.  Website hits don’t make money – return customers and consistent sales do.   In fact, if you use a product name (such as Coach) and you are not actually selling a Coach product, you are running afoul of eBay’s VERO policies.  In addition to angry non-customers, you may get an account suspension for your trouble.  Unknown to you may also be a flaming email in the Blogs and Communities about you and what you have done to warn others away.  Not the kind of "advertisement" any business person wants or need.  So, if you like to spam keywords in the title, subtitle or ad -- stop now.  As an aside, beware that searches on eBay do not include the subtitle anyway, so it is completely pointless to waste your money and do keyword spamming in this way. Rather than spamming, make sure you use the entire character allocation of your title for pertenent information – that is, cram in as many truly related keywords as possible into the title.  It is also wise to study and develop some search engine optimization techniques for use in your ads, store and independent website if you have one.

2.  Failure is Possible When Gathering Feedback the Wrong Way  (Yes, There Actually IS a Right Way!) One quick way to get to 10 or 20 feedback points is to buy inexpensive ebooks or recipes from other eBay members.  To new eBayers, this seems a simple way to get a lot of feedback fast. If you buy a hundred ebooks, at a few pennies apiece, you can get all that feed back for only a dollar or two.  The problem is that when you actually receive the feedbacks, you sometimes get 100 of the same feedback phrase!!  Prospective buyers or sellers seeing 100 of the same feedback (and from the same seller) would think it suspect.  A feedback account that has been “loaded” looks like a loaded feedback account to virtually anyone.  You may be as honest as they day is long, but it will appear that you are not honest and have loaded your feedback. A better approach to achieving the same goal is to buy a variety of health and beauty items or other inexpensive items you can actually use.  If you are getting them for a bargain price, gaining feedback AND what you need it is a true bonus.  The other popular thing to do is to buy small things or items to augment your collection (or by selling things you no longer want around your house) while building that all important feedback account. The added bonus here is that you are also building critical eBay experience and knowledge in the process.  Treat your eBay business professionally (whether you intend to become a professional eBayer or not).  You will soon have a good feedback account with the right kind of comments, in sufficient numbers next to your username.

3.  Failure is a given when you get involved in at least one – but why not make it many -“Get Rich Quick” and/or “Fly By Night" Scams.  These sorts of things are sold to "Help You Become an Overnight Millionaire.”  One such item is the “Selling Resale Rights" to eBooks.  It is the timeless lure of the lazy to desire to make a killing in an instant and with little or no work.  It has been said a million ways “if it is too good to be true, it probably is!" or caveat emptor (buyer beware).  One seller recently made a massive mistake by selling an eBook with resale rights.  Within a couple of days her $29.99 eBook was changing hands for as little as 5 cents.  Resale rights do not work on eBay because as soon as you sell an eBook with these rights, someone with even less on the ball than the individual selling the rights, is willing to undercut your price. On it goes until, in no time, the undercutting ends the value of the item entirely.  Next thing you know, several sellers are offering your eBook, along with 9 others for 1 cent!!  In fact, sell the rights and the price plummets within 48 hours and there is no money left to be made.  If you want to sell eBooks on eBay, write them yourself and beware of other people trying to sell your work.  Never try to sell someone else's work unless you have purchased the right to do so. You are very likely to be sued.  It is, after all, theft and, if copyrighted - copyright infringement too.

4.  A sure way to fail miserably is to treat your customers like an annoyance.  Customers are an annoyance – get rid of ‘em!  Get rid of them any way you can by providing the poorest customer service and little or no comunication.  When you list an item on eBay you can sometimes get customers who ask very silly questions or some who make a ridiculously low offer.  Why be bothered? 

"Why you should be bothered" is simple – sometimes customers ask the question simply to gauge the type of seller they are dealing with!!  Mean, rude or no answer and they take themselves AND their money elsewhere.  Always be courteous to people and don't take what they say personally (it can't be personal because they don't know you).  Always be mindful of how you would like to be treated. Your customers are what make you a success or a bust on eBay.  It is that simple --so it pays never to forget that fact.  If they don’t buy from you this time, but had a good interaction, they may well be back.  Poor service and they are likely to share their poor experience with others -- you can bet on it.  On the other hand, when you do make a sale, ensure that the product is sent on as soon as possible, once payment is received.  eBayers are very impatient and they have a right to be -- they have given up the instant gratification of the local mall to buy from eBay sellers like you and me.  You may think that sending an item within 2 weeks is OK, but most buyers want it within 2 days. You can, and probably will, get negative feedback for being too slow or by appearing to be rude in email communication.  So, just don't do it.  Remember your manners, answer all questions in full and treat everyone as a potential life-long customer (and, dare I say it -- friend).  I recently read in a Blog that without customers -- you just have a bunch of stuff and eBay fees.  That is pretty profound, down home thinking!  So, do remember that customer base is critical to a seller and taking care of customers builds customer base no matter what you sell.

5.  Sell Difficult to Handle or Problem Products (including those not allowed on eBay).  I recently read that a fellow Michigander decided to sell a Mummy on eBay.  She soon found the police at her door wanting to know all about the origin of the mummified remains.  This is an extreme example of what I mean about "problematic items."  It is helpful to know what isn't allowed to be sold on eBay  and avoid those items before eBay or the police have to tell you.  The ideal eBay product is easy to source, easy to mail, and popular with the masses.  Unfortunately, the product(s) that fit those criteria can be elusive.  When first starting on eBay it is a good idea to concentrate on selling small items from your home such as CDs, DVDs, clothing, collectibles, and video games etc.  Learn and clean out clutter at the same time.  Then, if new product is what you want to sell (it is certainly easier to list the same thing over and over), buy bulk lots from eBay or elsewhere.  Break them up and list them separately.  Make sure your title, description and photos are clear.  Show (and tell) the product as it is.  You will be surprised at the profit you can make just by doing this. Steer well clear of huge, bulky items.  Selling plasma TVs may seem like a good idea with lots of profit, but when you get to the point of transferring, packing, shipping and insuring your TV and getting it to the buyer, you will soon regret offering it for such a great deal considering the time and effort it took to complete the deal.

6.  Try to Cheat Your Customers Any Way You Can.  After all it is clever, amusing, everyone else is doing it or it is only a little dishonest...

Trust me -- If you can think of a scam or a way to cut corners on someone else, it has already been done.  Buyers have seen it all (and then some) before.  Seasoned eBayers usually know what you are up to in a New York minute.  Cheat an eBayer and chances are very good your name will appear in Blogs as one to be avoided, you will receive warnings from PayPal and/or eBay and you will eventually suffer account suspensions and restitution money will be taken from you by PayPal.  New sellers can be very "wet behind the ears" and neglect to mention some damage or issue with an item they are selling and wind up with a very unhappy customer.  From such experiences, we all must learn.  But to be intentionally dishonest gets you exactly what you deserve -sooner or later.  Remember, honesty is the best policy for longevity on eBay.  If you do not mention a scratch or other significant damage on your item, the customer will return it and expect a refund whether it is your policy to give one or not. You may even receive negative feedback for your troubles. Most seriously, never, ever try to bid on your own auction to raise the price.  You aren't the first person who thought of it or tried it, and you won't be the last. Shill-bidding will land you in trouble with eBay and potential customers.  A lot of buyers check a seller's previous sales. If they continue to see the same bidder bidding on your auctions they will refuse to buy from you and may even report you.  eBay will then ban you.

7.  Don't Bury Your Profit In The Postage To Avoid Fees and Make More $$.  As stated above, be fair with your customers and you will have a lot less hassle from them.  Overcharging on postage may seem like a good idea to boost profits and avoid fees but it isn’t.  People get it quickly and will report you for it. Generally, you will find that any potential bidder will bid less for your item (if at all) if the postage is too high.  Always state your postage in your auction and you will get a higher price or are more likely to actually make a sale than if you do not. The shipping calculator is a brilliant feature -- do try it!

8.  Go Ahead – Let ‘Em Have It - Call a Butt Head a Butt Head!   Making Personal attacks in Feedback and/or Email is a VERY bad call.  What you communicate in feedback is public and forever.  Your feedback is available for all to see ever after.  It reflects on you more than the person you directed it to.  If it is emotional or vicious it will resurface to haunt you time and again. 

So, do resist the temptation to give someone (who might well deserve it) a verbal attack. Keep it businesslike and factual.  For more information on feedback, please see my guide on the subject.

9.  Your Opinion on Condition is the ONLY one that matters – surely everyone knows that!?!  Go ahead - fail to understand that “Condition” is a subjective thing and refuse to offer a reasonable Return Policy to your customers.  In the negativity of "If you buy it -- you are stuck with it" policy -- you buy a peck of trouble. 

I cannot emphasize enough the number of sales I got after I took some good advice about always respecting the customer’s opinion and providing at least a reasonable return policy.  I thought it might sink me, but I have had to deal with very few returns -  that is amazing on gently used items.  I find that the greatest leap of faith on condition can be made using the bridge that comes from great communication and a reasonable return policy.  The increase in sales that I saw when the policy went into effect was staggering.  So, do yourself a favor and try it.  Don’t know how to word it?  Check out my return policy for an example and use it or feel free to use it as a basis for your own. 

10.  Never ever seek to understand (or care) where your customers come from or how they find you. International sales are a pain in the butt and too much work -- so forget those too. 

Fail to understand that your store traffic depends on a steady flow of auctions (at least until you are well established) and you will loose too many sales to imagine.  Understand how good copy brings in your customers and good communication keeps them coming.  Understand the tools available to drive customers to your store and use them effectively.  Don’t know how to create a theme and graphics?  You can buy them custom made for GREAT prices on eBay.  Are you a little tight on money this month?  Barter (trade items you are selling for what you need).  Trade what you are selling for a blog or store header and make the deal in eBay blogs!  I am amazed that some don't seem to understand (or seek to know) that store traffic is highly dependent on your auctions, and key words in main titles and ad content.  Your store search results only appear in customer searches when there are too few auction results for a given search or a customer specifically requests store items.  So, you always need auctions to maximize your exposure to customers.  Therefore, the search meta tags, your auctions and keywords are the means by which customers find your store.  If you only do an auction here and there and are trying to maintain a profitable store, it is unlikely to work well for you.  So, open a store only when you have the time to keep a steady flow of auctions.  Stores are a wonderful way to maintain listings to move into and out of auctions but are not good stand alone selling venues on eBay for small sellers.

11.  One of the chief things you can do to assure failing on eBay is to fail to have fun. 

I can promise you that you will grow tired of writing ads, making listings, and pulling and shipping stock.  The thing that really helps you in your work will be that you love what you sell and love that others enjoy what you do also.  If you have a passion for clothes, movies, music or books, you have a sound basis for having fun on eBay as a seller.  Following that passion is the way it is done.  As we all know, it is much harder and more stressful work when it isn't fun.  So, take time to connect with others on eBay, pick up a treasure or two while you are online and get involved with eBay’s communities.  There, you will find a mountain of great experience and free advice along with the support of others.

I do hope this helps you improve and succeed within the eBay community.  Thanks for stopping by!  If you have time, please visit my auctions (Pepper120851) for some of the greatest bargains on eBay and browse my Store too (The Write Place Ladies Clothing) where YOU name the price you pay everyday! If you are so inclined -- I surely would appreciate a positive helpfulness vote on this guide before you leave (scroll down).  Thanks!

Your Friend & Fellow EBayer, Pepper