A Martin's Ride Story
When I listed the Specialized SL2 purchased after Martin's Ride in anticipation of another cross continent ride (Canada and that ride probably won't happen) I discussed the FACTS and FIGURES associated with this amazing bicycle.
It was possible to read that initial copy and never know that this bike can save your life or, at the very least, make it more fun (lol). I rewrote the Story of Cancer eBay listing and found the appropriate analogy - Black Mamba.
We may or may not sell the "Mamba", but it was more fun to tell the story than not, more likely to convert too :). The Heath brothers spend a book sharing how to make ideas sticky. Black Mamba conveys the IDEA of the bicycle (fast, FAST and a little scary).
Introduce the NEW and Unknown from the OLD and Familiar seems a strange paradox, but it works. When our copy conveys facts and figures boredom happens. When we find analogies that speak to an objects experience we win.
It is so easy to let our context dictate terms. I was on eBay so I thought facts and figures should rule the day. Nonsense because facts and figures aren't why people BUY. We BUY because we are intrigued enough to overcome our fear of the unknown.
Trust is why the Heath brothers, in Made To Stick a MUST READ for Internet marketers, explain how process creates stickiness. Storytelling that engages the imagination and allows readers to project themselves into our stories as the "HERO" is why products sell online.
Keep your fingers crossed that the "Mamba" finds a new home where someone will love and fear it (lol) since it deserves it and the cash will help the Story of Cancer Foundation work on our many projects (such as CureCancerStarter.org due to launch in October).
Thanks, M
Will King Comment
Received a great comment wiht fantastic eBasy selling advice from Will King on G+:
I will chime in to endorse the idea that story makes the sale more than just facts and figures on eBay.
(Full disclosure: I've had an eBay account since 1999 and spent 13 years working for the company.)
Over the years, the most memorable items on eBay have been those with great stories attached.
Does anyone remember Wedding Dress Guy?
weddingdressguy.com/original_ebay_ad/ebaylisting.htmlHow about the Virgin Mary on a Grilled Cheese Sandwich?
http://www.goldenpalaceevents.com/auctions/grilledmary01.phpThese and other items over the years went viral mainly because of the unique stories that went with the item (lots of wedding dresses are sold through eBay).
Anyone selling that same model of bike can cite the same facts, figures, diagrams and endorsements, but only you can cite your unique experience with that specific bike, why you bought it, and why you're letting go of it.
During the early years of eBay, almost every item description was a story ("My Dad's fishing lures…" "My mother's favorite crystal set…"). As eBay has evolved and mass marketing has taken hold, much of that has fallen by the wayside in favor of pre-written product descriptions.
While SEO is important to help buyers find specific items they want, telling a unique story about an item will really make that item stand out.
