Let the bidding begin: an eBay business could be your entry to the online marketplace. Find out how to get started today

Entrepreneur, Sept, 2003 by Jacquelyn Lynn

POST WITH THE MOST

With more than 61 million registered users, eBay offers a huge field of prospective customers for your business. But don't just throw up an auction and expect to get top dollar without any effort. Some tips for marketing your eBay listings include:

* Grab your customers' attention with a sharp headline. You get 45 characters for your headline; make each one count. Your headline should clearly indicate what you're auctioning.

* Write great descriptions. Take the time to compose complete descriptions that fully describe the item and your sales terms. Think about what you like about it, and put that in your description.

* Post high-quality photographs. eBay customers can't see or touch your featured item. The picture is all they have to go on, so be sure to make it sharp and clear, with a neutral, uncluttered background that doesn't distract from the image.

* Use eBay's tools. eBay offers a vast array of handy tools to make your auctions stand out. Consider using highlighted and bolded text in the headline, adding a gallery photograph (that appears next to your listing in search results), marking your item as a gift, or designating your auction as a featured auction. eBay charges fees for these and other promotional tools, so keep the costs in mind as you decide which ones to use.

THE SHIPPING NEWS

Before you put an item up for sale on eBay, know what is going to be involved in shipping it--how it needs to be packed, which carriers can handle it, and anything else that might affect the overall service you provide. Prompt shipping is an important part of good eBay customer service. Your goal should be to ship within two days of receiving payment. Let your customers know by e-mail when their merchandise has been shipped, and give them a tracking number.

Even though it's typical for eBay buyers to pay for shipping, you still need to accurately calculate shipping costs and add that to the total amount the buyer pays. Underestimating cuts into your profits; overestimating will irritate your customers. Invest in a good set of scales, and use the online rate calculators provided by the major carriers (FedEx, www.fedex.com; UPS, www.ups.com; and the United States Postal Service, www.usps.gov).

Be sure to pack the merchandise carefully, and include a copy of your shipping label or an invoice with the customer's name and, address on the inside in case the outside label is damaged in transit. Additional shipping tips and sources of materials can be found on the eBay Web site.

ONLINE EXCLUSIVE

Want more information? Log on to www.entrepreneur.com/ebaycenter to read an excerpt from our new business guide, How to Start a Business on eBay, and link to Entrepreneur.com's eBay Center.

Jacquelyn Lynn is a writer whose husband has threatened to nail down items he doesn't want her selling on eBay.