Home > Articles > Home & Office Computing > eBay/Yahoo/Google

Tricks for Promoting Your eBay Business

Michael Miller provides tips on using advertising, publicity, and other marketing techniques to help you drive customers to your eBay listings just like the pros.
This chapter is from the book

This chapter is from the book

You can put 1,000 listings on eBay and not get a single bite—especially if nobody knows about them. Yes, your auction listings show up in eBay's search results when customers go searching, but that's not very proactive marketing. (And you can't rely on eBay's search results if you have an eBay Store because Store listings don't normally show up in eBay's search results.)

To establish your eBay business and drive customers to your listings, you need to promote your business. That means employing advertising, publicity, and other marketing devices—just like the pros do!

Trick #61: Brand Your Business—And Market It

You have a choice. You can promote individual item listings or you can promote your business as a whole. (Or, of course, you can do both; they're not mutually exclusive.)

This is an important point. Many sellers have the initiative to promote the items they sell, but don't have the foresight to promote their businesses. Naturally, promoting an item listing can help that item sell, but it doesn't do much good for you in the long term. When you promote your business, however, you create long-term awareness—and help to promote your short-term item listings.

The first step toward promoting your business is to create a business identity—that is, you brand your business. A brand identity defines your business, tells the world what business you're in, and how your business is unique. Without a brand identity, you're just another anonymous eBay seller. With proper branding, you stand out from the crowd with a unique and memorable identity.

The ABCs of Branding

What's involved in establishing your brand? There are a lot of separate steps to take, but I like to think of them collectively as the ABCs of branding:

  1. Tell 'em who you are—Give your business a name. You're not just JoeSmith014; you're Joe's Discount Aardvark Accessories, or Aardvarks 'R' Us, or Aardvark Emporium, or International Aardvark Supplies, or Aardvark Super Warehouse, or Aardvark Boutique, or the like. Your business needs a unique name that conveys what you sell and how you sell it (Discount? Warehouse? Boutique?), along with a little bit of your personality.
  2. Tell 'em what you do—Tell your customers what you sell. That can (and probably should) be part of your brand name; if not, it can be conveyed in a tag line or as part of your logo. And it pays to be specific—you don't want retail shoe customers calling you up if you're a footwear wholesaler.
  3. Tell 'em what you can do for them—Now we move beyond the name and logo to your brand's positioning. It's important that customers know what your business can do for them. You might be Joe's Discount Aardvark Accessories, but what does that mean? The unique benefit offered by your business becomes clearer when you say "Lowest prices on the Web" or "Biggest selection of custom accessories" or "We provide custom solutions" or something similar. Why should a customer buy from your business? That is the question you have to answer.

Establishing the Brand

Theory aside, what concrete steps do you need to take to establish your brand? Here's the short list:

  • Business philosophy—Before you do anything else, stop and think about what it is that makes your business unique. Use the ABCs of marketing to help define what type of business you want to run. Are you the lowest-priced retailer? Or the one with the biggest selection? Or the one with the best customer service? (It's difficult, if not impossible, to be all these things simultaneously.) Equally important is to define who your customer is; you don't sell to everyone, but rather a targeted segment of the overall market. Determine what it is that makes your business what it is, and then define your business's philosophy based on this.
  • Name—After you know who you are, you need to give your business a name. Make it short yet memorable; you want customers to easily remember who you are.
  • Slogan—Many businesses have a slogan or tagline that accompanies their business name. This slogan should express your business philosophy, and further define what it is you do.
  • Logo—People remember pictures. That's why a visual logo is important to a business. When you see a big block "M" with the smaller scribbled "TV," you know you're seeing the MTV logo. When you see a lowercase "ups" in the middle of a brown shield or the purple and orange "FedEx," you know you're seeing the UPS or FedEx logos. A logo should be distinctive and easily recognizable. It can be as simple as your business name in a specific font, or as fancy as a stylized graphic. You can even incorporate your business slogan in your logo, if you want.

Reinforcing the Brand

The previous steps establish your brand. Now you need to reinforce and promote the brand. How do you do this?

The first thing you want to do is make the logo the dominant part of your business presence. That means plastering your logo on everything you do—your website, your eBay Store, and every single item listing. You also want to put your logo and slogan on your shipping labels, invoices, business cards, boxes, and envelopes. And, of course, if you create printed brochures or catalogs, as well as print or online advertisements, your logo should be prominently displayed.

You want your customers to know that they're dealing with your particular business. Yes, they're buying a specific item, but they're buying it from you. It's the you they need to remember the next time they're in the market for something you sell. After all, you remember FedEx—even if you don't remember a specific visit to one of its stores.

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information

To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.


Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.


If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information

Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.


This site is not directed to children under the age of 13.


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information

If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information

Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents

California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure

Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact

Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice

We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020