Online Auctions - Benefits and Features

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This article is intended to teach you about the benefits and features of using ebay. Please leave us comments, questions, or success stories so that we can improve this guide.

The terms “benefits and features” are words most people have heard before, but it seems not everyone is clear about what these words actually mean. Even those who know their meaning often don't know when or how to use them in writing their sales copy for their auctions.

A feature is something an item does or is simply by existing. A benefit is what you, as the owner, get from it.

To keep this simple and focused, here are a few examples:

For a Power drill.
Features:
Made of high impact plastic, Variable speed control, Cordless, Drills holes
Benefits:
Good for many years of use, Control how fast or slow you want to drill, Take it anywhere, Bottom line you get holes in things

For Power Windows
Features:
Push buttons control, Window lock
Benefits:
Convenience of opening any window in the car from the driver’s seat, Lock windows to keep children and animals safe
Bottom line you get control and convenience

People Buy Benefits!
The main and most important point you want to get from this is – people buy benefits. Features are nice and may draw buyers to read further, but in the end they want to know what they'll get out of owning the item you're selling.

For you to learn how to write effective sales copy you must understand the concept “people buy benefits” and how to use that in writing your auctions. Once you understand this, it really is not hard to write compelling sales copy.

For now, as you research, you want to learn how to recognize benefits and distinguish between them and features. In your research, you will find some eBay members do a better job at mentioning their item's benefits than others, and these members tend to do better with their auctions.

What to Look for and What You Will Find
Generally speaking, you will find in the description of each auction the following:

The Features of the Item
What the item is,a physical description of it, the condition of the item, Information on S&H

The Benefits of the Item
What makes this item desirable and why you should own it, Descriptions should be complete and inviting to the buyer. There's a line to walk between being professional and eager and coming across like a stereotypical used car salesman.

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