The importance of your title and ad content (copy) cannot be stressed enough. To explore each part of title and ad writing, let’s use the comparison of bricks and mortar store. 

Your title can be best described as the sales advertising that goes into the Sunday or mid-week paper.  Once opened, it captures the interest (or doesn't) of prospective buyers who have been looking for your product (and a great price).  Once they open the ad, your potential buyer is now aware of your product.  They are esentially there, with money in hand, ready to buy.  Now, all you have to do is to beat the competition (the competition came up in the same search)!

Your title is also your first sales assistant, that is, the person who greets the customer and directs him to more indepth information about the product (the ad).  The ad (item description) is your top notch, silver tongued, very successful (or not so much) salesperson. 

As you can see from the analogy, a lackluster performance by any part of the sales team misses or turns the customer off and looses the sale.  While the title gets the customers to your door, it doesn’t make the sale alone.  This is where your top of the line salesperson (the ad) steps in.  To stand out from the competition, give a buyer plenty of information.  Trust me when I tell you that, customers will stop reading when they have enough information but having it there for them to read is key.

At this point, it is up to your potential customer’s perception of you and your product that will make or break the sale.  Be sure your title and ad positively capture what you are selling.  If it is specialist, beautiful or one of a kind, make sure the title reflects that -- use power words (Designer, Rare, Unique, Powerful, New, Unusual, Stunning, Top Notch, First Class, etc).  Tell what you know (never worn, worn once, inherited, estate sale, etc.)and admit what you don't.  Take care to be positive without exaggeration (exaggeration can easily backfire into buyer disappointment and negative feedback). 

Ad writing (also known as copy writing), is the art of showing both you and your products effectively and positively.  Since the title and ad are the most important first contact with your customer, they are critical to your business.  A carefully written item description (or template) decreases time spent answering questions, even as it increases your auction or store sales results.  The best part? -- all of this happens without spending a dime more!  

Since 65% of the prospective customer base finds what it is looking for by using the search function, accurate and carefully chosen key words are essential for your title and description.  eBay gives you 55 characters for your headline – be sure to use all of them and use them wisely.

Key things that should always appear in headlines spelled correctly are:  Brand Name (Ralph Lauren, St. John, Talbot’s, Kohler, etc); item type (i.e. slacks, dress, skirt suit, laser printer, TV, etc); color or finish (Brown, Mauve, Navy, Chrome, Leather, etc.); size (i.e. Sz 6, 8P, 16W, 3X, etc.); Condition (i.e., New, Used, New with Tags [NWT], New Without Tags [NWOT], etc); if you have space left and know the retail price of the item add it (MSRP $185) – it is always useful and encouraging to see the contrast between retail and the bargain they can buy on eBay. 

Key things that should always appear in the ads are: A more fulsome description of the item including color (the more you can draw a word picture of the color, the better); fabric type (Wool +, Cotton, Polyester, etc.); Fabric content, and cleaning instructions (75% wool, 25% cashmere, dry clean only); Exact measurements [no matter what the item]; weight of heavy items (so shipping costs or special more costly requirements are not a shock).

Don’t forget the power of a good picture.  I am a terrible photographer, but have found a key to better pictures is maximum use of natural daylight.  It helps immensely to capture finer detail.  Good detail in pictures sells well.  I was told that the camera type doesn't matter but I beg to differ.  I have been through 5 camera  in five years and just finally bought my first Kodak.  The pictures are so much better it is amazing.  I suppose a strong lighted studio set up would do the same if you wanted to make the investment in it.

I hope this will be instructive and helpful in improving your ads (and therefore sales). 

If you have found it informative, I would really appreciate it if you would scroll down and click “yes” on the helpfulness votes. 

Want to know more?  Visit my other guides for great, easy to follow instructions on many different aspects of buying selling and safety on eBay. 

Please drop by my auctions (Pepper120851) for uncommon bargains daily.  Take a peek at my store "The Write Place" where there is always a SALE going on everyday because YOU name the price you pay for everything you find there!  I also offer the best combined shipping on eBay -- only $1.00 for each additional item.  Check out my return policy and feedback -- you CAN bid with confidence.

Happy eBaying!

Pepper