If you’ve been selling on any ecommerce platform for very long, you know the importance of writing exceptional bullet points. That’s because scanning is king on almost all ecomm platforms. Add mobile devices to the mix and you get a perfect storm of shoppers who want to get information fast so they can buy and get on with their lives.
Problem is, most sellers don’t understand the value of bullets when writing their eBay listings.
- Bullet points draw the eye to the list quickly, ensuring that users read the copy.
- Bullets feed important information to shoppers in bite-size chunks, making it easier to digest.
- Bullets create a layout that makes your copy eye-friendly as opposed to large blocks of words.
eBay Listing Tip #1 – Pull Out Your Most Important Details
The whole purpose of bullet points is to draw attention. Why would you highlight information that is mundane? You shouldn’t. Choose enticing bits of text that offer decision-making details, a unique benefit, or popular features that buyers commonly look for when comparing products.
What’s important to you? When you shop online for a product like the one you are selling, what would you look for? Those snippets of information will probably be noteworthy to your buyers, too.
eBay Listing Tip #2 – Overcome Objections
In addition, you can use bullets to offset friction points with your items. Every product known to man has elements that create friction with shoppers. “Friction” means anything that causes someone to hesitate before buying. Maybe it’s the price, the colors (or lack of colors) you offer, the size or lack of features that buyers feel are important.
Here are some bullets from a copper skillet listing that do a great job. They overcome objections that include food sticking, heaviness, requiring handwashing, and more. See how the seller quickly eases the shopper’s mind over these and other objections.
eBay Listing Tip #3 – Use Feature/Benefit Or Benefit/Feature Formatting
In addition to overcoming hesitation in buyers, the above eBay listing highlights several features and benefits. “Cook the healthy way without oil…” relates to the feature of being nonstick. “Super-touch coating” is a feature with the associated benefit of “won’t scratch, chip or peel.” Some features don’t require the explanation of the benefit, such as “dishwasher safe.” Everyone understands this means the product doesn’t require tedious handwashing.
eBay Listing Tip #4 – Watch the Length
If your bullets get too long, they lose their magic. As I said before, one of the reasons bullet points work so well is that they are eye-catching and quick to read. The following bullets, however, are neither. Your design and product will contribute to finding the best length, but I typically recommend 100 to 200 characters per bullet.
When all these long bullets are together, they look like one giant, hard-to-read block of text.
eBay Listing Tip #5 –Be Enticing
If you’re selling a socket wrench, you may not need to be as flowery with your language as you might when you’re listing a crystal vase. You would, however, still want to speak to your target customer in his/her language about the features and benefits that are important to them.
Here are some bullets from an eBay listing for a vase. Frankly, they are boring. Just a nuts-and-bolts list of features. Someone buying a crystal vase wants a product that is elegant, beautiful, and impressive. Whether purchasing it for themselves or someone else, they want to feel as though they’ve accomplished something special — adding an upscale, decorative accent to their home (or the home of a friend).
- Elegant, one-of-a-kind design by hailed European craftsman Anne Hutte, Bleikristall.
- Distinctive Vertical Fronds pattern accents the delicate beauty of nature and highlights the contents of your vase.
- Handpainted, 10-karat-gold flake, gilded band offers a unique touch that enhances the sparkle of this 24% lead-crystal vessel.
- Perfectly sized for tabletops, side tables, or counter at 6″ tall with an ample 4″ opening and sturdy 2.25″ base.
- An upscale addition to your home or a gift that will truly be appreciated.
With all the other pictures, information, and upsell items on an eBay page, you want to make it as easy as possible for shoppers to immediately find the information they need to make a buying decision in your favor. Developing compelling bullets goes a long way toward making that happen!
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