October 4, 2003
In this issue:
ANNOUNCEMENTS:
* Great News!
* Resource For You
INTERNET THIEVES BUSILY AT WORK
* A First Hand Look At An eBay Scam
* When The “Help” Message IS The Virus
FEATURE ARTICLE: The Power of Perception: A Fair Price for a Product that Satisfies their Passion, by Audrey Kerwood & Andy Jenkins
Are You A Windows User?
NEWS FROM EBAY
1. New: One Day Auctions
2. Am I Seeing Double?
3. New eBay Credit Card
4. “Easy to Buy” Holiday Promotion
5. A GOOD eBay Move
How Did The Internet Get Started?
ANNOUNCEMENTS
Great News!
The powers-that-be have voted to extend the ban on internet taxes. Considering the state of the economy, this isn't any surprise but it's surely great for net sales. And it will spare us the horrendous job of collecting, reporting and mailing taxes.
For once, the news from Washington is good!
Resources For You
Every week I get questions from students and readers that can be answered in our fr*e resource section. In case you've missed it, here's what's there:
1. eBay fee chart: sometimes just finding information on eBay can be a real challenge. This might eliminate some search time.
2. eBay's often elusive and hard-to-find contact information
3. When can you get your Final Value Fee credited back to your account?
4. Need to know eBay's category numbers? Here they are ...
5. Yahoo is easier, but here it is.
6. And Amazon makes it so simple.
7. Do you ever see those letters at the end of a URL, like "de" and wonder what country they represent? This handy little tool will tell you. And, if you know the country, and wonder what letters represent it, it will do that, too.
8. Is it okay to list that what-cha-ma-call-it on eBay? Check out our "Prohibited and Questionable" list.
9. Wondering what to sell? The best - the VERY best - answer is to sell what is already popular! Don't try to create demand; instead cash in on the demand that already exists. But, how do you know what is popular? Check out our 250 Top Weekly Keywords - updated weekly.
10. Don't know what all those eBay feedback stars mean? Click here for a quick reference.
To find all of these goodies, go to:
http://auctionknowhow.com/resource
Have any ideas about what should be included? Let us know.
(Hey! What's up with the asterisks in the word fr*e? Some spam filters delete emails that have been specifically requested if the note contains certain words. To help the mail go through, many e-publishers have started writing word like above. It looks terrible but that's the state of the internet these days.)
INTERNET THIEVES BUSILY AT WORK
1. A First Hand Look At An eBay Scam
There is so much talk on the net about eBay scams. Have you ever received one of those nasty messages? If not, take the time to look at this one. It is an email that I received last week that is supposedly from eBay (notice the spelling errors and typos):
Dear eBay User,
During our regular update and verification of the accounts, we couldn't verify your current information. Either your information has changed or it is incomplete.
As a result, your access to bid or buy on Ebay has been restricted. To start using your eBay account fully, please update and verify your information by clicking below :
Regards,
eBay
**Please Do Not Reply To This E-Mail As You Will Not Receive A Responce**
The poor victim who isn't net savvy may panic and worry that his eBay account is in jeopardy and, to preserve it, he will fill out the form specified in the email above. I copied the form and you can see it here:
http://auctionknowhow.com/listing/scumbags.shtml
It looks official (isn't that the eBay logo up in the left hand corner?) and the “Help” link leads directly to eBay – but it's nothing more than a sleazy bunch of thieves trying to get YOUR information. The form asks for it all ...
* eBay user ID
* Password
* Complete name and date of birth:
* Social Security number
* Credit or debit card number
* Expiration date
* CVV2 code (the three-digit code on the back of your credit card)
* ATM PIN (Bank Verification) #
With that kind of information, they can steal your identity and have a party for quite a while – at your expense. Never, never, never, never pay attention to such emails.
These creeps are hit-and-run. The spam comes, they suck in a certain percentage of people, and the webpage is gone in a day or two.
Sadly, there are countless people who fall for this sick stuff.
eBay has a center to report this kind of garbage (which I did – although how much use it is, I can't begin to guess). If you come across similar junk, you can report it here:
http://pages.ebay.com/securitycenter/
2. When The “Help” Message IS The Virus
Here's another malicious virus going around. The email below says it's from Microsoft:
Microsoft Partner,
this is the latest version of security update, the "September 2003, Cumulative Patch" update which fixes all known security vulnerabilities affecting MS Internet Explorer, MS Outlook and MS Outlook Express as well as three newly discovered vulnerabilities. Install now to protect your computer from these vulnerabilities, the most serious of which could allow an malicious user to run executable on your computer. This update includes the functionality of all previously released patches..."
Never open unknown attachments. This supposed “help” message IS the virus.
It's too bad we all have to be so suspicious and cynical, but if we're not careful, we can cause ourselves a whole lot of grief.
FEATURE ARTICLE: The Power of Perception: “A Fair
Price for a Product that Satisfies their Passion”
by Audrey Kerwood & Andy Jenkins
It's no news to long time readers of Auction Gold that I firmly believe the best way for the average (whatever in the world that means) person to make money on the net is with multiple streams of income.
Audrey and Andy have written an outstanding book called Yahoo Store Profits, which has opened my eyes to another great income stream. I freely admit to total ignorance on this subject. At one time, I checked their price list for such a store and the cost went up to $500/month. So, I never checked further and never even thought about this possibility.
I got their book months ago and have been consistently impressed with the quality of their information. So, I am happy to present this strong article to you in this edition of Auction Gold.
There are two basic models on eBay:
You sell items that are currently available in unlimited quantities. The biggest determinant here is PRICE. The biggest advantage to the seller is that supply is no problem.
The second model focuses on unique and rarer items. You can make more money with these because you appeal to people's passion for a particular item. The main disadvantage is supply – there aren't antique and collectibles wholesalers hanging out on every corner.
This article is about the second model.
“A Fair Price for a Product that Satisfies their Passion”: This should be the Mandate for any and all 1 or 2 person e-commerce businesses, that is, if they want to earn real income.
Here’s why -- The same power and reach of the Internet that allows us to peddle our Wares to a World-Wide Audience also allows any on-line shopper to compare apples to apples.
You know the score – Ask Jeeves, My Simon, Google, all of these information conduits let even a 12 year old compare the going prices of Game Boys and Tony Hawk Skateboards faster than you can say “Brush your teeth and Go to bed!”
My nephew told me I paid too much for my Mustang! Glaring, he told me that Cars Direct.com had a better deal.
He was right.
So, as an E-Commerce Store owner, heck as anyone who sells anything on-line, how can you shield yourself from the nimble hands of Internet price shoppers (And my nephew)?
“It’s The Product Scarlet, Nothing Else Matters”
Let’s play a little game…
The Price is RIGHT!
If I asked you to tell me how much a low-priced color scanner goes for online, could you?
If you couldn’t, how many My Simon Searches would it take for you to get that price?
Two?
Yep. If you spelled “Scanner” wrong on the first try.
Now, if I asked you to tell me how much a “Battle-Ready Shirt Of Chain-Mail” would cost…
How about a Replica Tiffany Lamp?
A Novelty Pool Cue?
A Life Sized Cardboard Movie Standee From Lord Of The Rings?
A Mutual Fund Investment System?
A Hello Kitty EZ-Bake Oven?
My point is, the products mentioned above have “I Want It” Value.
Their price is not restricted or encumbered by a model number. They can’t be easily compared in the marketplace because they are not staple products. They are “Passion Buys”.
You want to learn how to invest in Mutual Funds? (So you can be Wealthy) Fine, you can choose from a Paper Back Work Book for $19.99 or a 3 Video Set for $497.00 (With 3 easy payments)
You want a Life-Sized cardboard Darth Vader to greet your house guests (So you can be Cool)? How much is that worth to the person who’s license plate says “Jedi”?
NASCAR Fan? Oh wait – Are you a “Pool Shootin’ NASCAR Fan?” How much is that Rusty Wallace Billiard cue with the Mother of Pearl Inlay worth (So you can…umm…)?
The answer? Whatever your willing to pay for it.
Let’s face it, everything Computer, Internet, Electronic, and anything else with a Plug or a Model Number already has a manufacturer screaming its value to the marketplace. If you sell these types of products, you’re saddled with shoppers who are going to compare “Apples to Apples” and the reach of the Internet makes it easy for them to do that.
That’s not to say that a shopper who is dying to get their hands on a “Battle Ready Chain Mail Shirt” will not already have done their research. They absolutely will, but because Sony has not yet released a 2003 Chain Mail Shirt Model, you can use carefully crafted product listings to build a high perception of value for that product.
One more example.
Do you run eBay auctions?
Try this: Place 2 of the same product up for auction.
* Make the first one's starting bid .99 cents
* Make the other ones starting bid $25 bucks
Which one is going to make more money?
The one that has the most bids. Why? When people are cruising auctions, they make a very subliminal mental note of the number of bids on that particular auction. If an auction has a lot of bids, there is a perception that that product is HOT! It must have some characteristic that is drawing people to place multiple bids on it.
Guess what? An auction (for the same product) that started at .99 cents will always have more bids on it than the auction that started at $25.00
And in our experience (we’re power sellers) our .99 cent auctions always make more money than the one with a higher starting bid.
Always.
Your success in e-commerce depends on your ability to market and sell a product that has a High perceived value to YOUR CUSTOMER, not a value that is determined by the MARKET PLACE.
Isn’t it amazing how much an avid sport-fisher will spend on a lure that measures 2 inches by 3 inches? Yet, they will never buy a microwave oven unless it’s on sale at Best-Buy.
Need vs. Want. That is your key to e-commerce success. We already know that the best chance for a 1 or 2 person e-commerce shop to succeed is to specialize, to stay in the niche markets. Now, take that a step further. Instead of selling a product that you think a customer needs, sell them a product that they “WANT”
Your customers buy based on emotion, and then back up their purchase decisions with logic. Yes, you should sell them something that they are crazy about, but then keep the sale alive by offering good customer service, a great guarantee, an easy way to contact you, and a fair price for a product that satisfies their passion.
Audrey and Andy have told me that the Yahoo store system is changing drastically – and they are in the process of doing a huge update of their Yahoo Store Profits book. It is due in the next week or two and the price might go up at this time. However, all current owners will get the update, so if you've ever even thought about this book, the time is now.
http://yahoostore.auctionknowhow.com
They also have a terrific 7 lesson e-course entitled: The Seven Mistakes E-Commerce Store Owners Make - And What You Can Do About it!"
The topics are:
Mistake #1 - They GUESS About What To Sell
Mistake #2 – They Don’t Know How Where to Get the Best Price for Their Products
Mistake #3 – They Try to Sell Everything!
Mistake #4 – E-Commerce Store Owners Don’t Market
Mistake #5- They Pay Far Too Much for E-Commerce Hosting
Mistake #6 - They Don’t Follow Up
Mistake #7 – The Store Makes The Customer Work Hard To Buy The Product
You can sign up for it here:
http://auctionknowhow.com/ebooks/yahoo-store-profits.shtml
Are You A Windows User?
I am, too, and I have found a cool little inexpensive piece of software that is really helping me. It's a program that quickly flashes messages on your computer screen all day long. What kind of messages? They're called subliminals, and their purpose is to overcome all those dreadful habits that make our lives so much harder – like smoking, overeating, procrastinating, being fearful and all the rest of our personal goblins.
How subliminals work: messages are flashed in front of our eyes at high speed. Although our conscious mind doesn't comprehend these messages, the subconscious instantly understands and acts on them. In this way, we gently “reprogram” ourselves (to use the computer analogy), without pain or effort. I like that ... it's the easy way to change.
Because the conscious mind isn't aware of the messages, there is no resistance. If the screen says, “I don't smoke” and you've got a cigarette in your hand, you are going to be thinking how ridiculous the entire thing is. “What do ya mean I don't smoke? Whaadya think I'm doing now?”
But, if you don't consciously see the message, there is no such resistance.
The program also has music and some of it is the “baroque” music. If you've ever heard of, or read, The Mozart Effect or Superlearning, you will know that certain kinds of music make it easier for humans to learn. I haven't used the music feature much, though, because I find music distracting when I need to think. I have played it when I'm relaxing with a game of solitaire. Some people like music at all times, and if this is you, you may find this feature enticing.
And I figure that since I sit at a computer screen all day, every day, why not see messages that just might bring about easy, effortless change?
Here are the “scripted” programs:
* Supreme Self Confidence - set yourself free of boundaries and start living!
* Quit Smoking - increase your health and stop smoking in days
* Razor-Sharp Wit - become the witty highlight of any party!
* Rocket your Self Esteem - begin changing your life from the inside
* Love Power Pack - lifestyle changes, confidence, rapport, everything you need for love!
* Creative Thinking Mindset - solve problems and be inspired by the muse
* Developing an Amazing Memory - instantly memorize and recall names, texts, anything!
* Superior Decision Making - become more decisive and make quality decisions in seconds
* Speed Reading - instantly discover how to blast through entire books within minutes
* Learning to Love Yourself - rocket your personal development by loving the true you
* Ultimate Exam Revision Programme - absolute requirement before all examinations!
* Releasing your Past - let go of past events that are holding you back, from the deepest of levels
* Lose Weight Quickly - make your body shed weight quicker and stop the pounds piling
* Get What You Want! - turn timid into assertive, with this fantastic new programme
* Fantastic Business Success - better decisions, fresh ideas, superior business success!
* Stress Reduction - soak away those daily stresses, as they happen!
* Amazing Public Speaking Skills - internal change for maximum audience magnetism
* Get Motivated! - use this module to pump yourself full of "get-up-and-go!"
* Accepting your Physical Self - learn to love the physical you
* Handling Criticism - uncover how the new you doesn't let criticism get in the way!
If none of those programs ring your chimes, you can create your own programs for whatever you please. I definitely edited the scripts because some of the statements meant nothing to me, so I added affirmations that do.
What I Like:
* It's very, very simple to install and use
* It has worked flawlessly ever since I installed it
* Editing is incredibly easy
* I really like being able to create my own statements – someone else's don't necessarily apply to me and my life
* At only $29.95, the price is right.
What I Don't Like: the first day or two those flashing messages were distracting. However, I have gotten used to them now and barely notice them.
My Results So Far:
I bought the software almost 5 weeks ago, and decided not to expect much or pay much attention to see what would happen. For the first couple of weeks, nothing changed. But suddenly, I have lost 4 ½ pounds, without even consciously trying (obviously, I am running the weight loss script).
In addition, I suddenly realized yesterday that I have been cleaning out my office and organizing my work life better. This is a continual issue in my life because “natural organization” and “Sydney” don't belong in the same world. So, that is definitely encouraging.
About the price: according to the website, the regular price is $99.95 and it will soon revert to that price from the $29.95. Is this a marketing ploy or the truth? I don't know. I'm just glad I got mine now!
http://subliminal.auctionknowhow.com
NEWS FROM EBAY
1. New: One Day Auctions
During this beautiful month of October, eBay will begin 1 day listings for any seller who has at least 10 feedback points or is ID Verified.
Part of the reason seems to be “perishable” items
The 1-Day Listing feature will be available sometime in October.
2. Am I Seeing Double?
Non-registered eBay users will now see a new eBay home page. You can take a look at it here:
http://www.ebay.com/maina1.html
The rest of us will see the eBay home page that we are accustomed to seeing. Honestly, what creeps me out about this kind of thing is the lack of privacy evident on the net. Ebay knows whether we're registered users or not – what else does it know about us?
3. New eBay Credit Card
eBay has teamed up with MBNA, the world's largest independent credit card issuer, to offer members a credit card that rewards cardholders with “Anything Points” for every purchase. The card is currently available in the U.S. and Canada.
For every dollar charged, cardholders will earn one eBay Anything Point, which can be used towards almost any listing on the eBay site, provided that the seller accepts PayPal as a payment method. Anything Points can also be used to pay part or all of your eBay seller account balance.
eBay Anything Points are held in your PayPal account once you activate your Anything Points account.
If you're interested, go here:
http://anythingpoints.ebay.com/faq/
“Easy to Buy” Holiday Promotion
eBay will be promoting Christmas items from October 30 until December 19. If you join this program, no telling where your treasures will be seen on the eBay site. Good promotion will almost certainly mean higher bidding so you might want to see if you qualify for this program:
* 50+ Feedback - 98% Positive
* You are a verified member of PayPal
* Business or Premier PayPal Account
* You have a U.S. or Canadian PayPal account
* Your PayPal account is in good standing
* You must select PayPal as an accepted payment option on eBay's Sell Your Item form or when using bulk listing tools such as Turbo Lister or Seller's Assistant
You have almost a month to get involved in this program, so for more information go here:
http://www.ebay.com/selleasytobuy
A GOOD eBay Move
If you have ever had problems with eBay, and you aren't one of their top sellers, you're just out of luck when it comes to personal attention. No way are you going to reach a live person.
eBay says it's because of the sheer volume of their customer base, but that's total nonsense. There are all kinds of companies bigger than eBay who give much better customer service. Every quarter they post record profits – and some of that profit needs to go into more personal customer service.
At least, they've finally introduced a “Live Help” system, which is much appreciated. Go to the front page of eBay (the one for registered users – see #2 above) and look for the yellow rectangle with the words “Live Help”.
How Did The Internet Get Started?
Ever wondered about that? Wonder no more ... :-)
How the Internet Began
In ancient Israel, it came to pass that a trader by the name of Abraham Com did take unto himself a young wife by the name of Dot. And Dot Com was a comely woman, broad of shoulder and long of leg. Indeed, she had been called Amazon Dot Com. She said unto Abraham, her husband, "Why doth thou travel far from town to town with thy goods when thou can trade
without ever leaving thy tent?"
And Abraham did look at her as though she were several saddle bags short of a camel load, but simply said, "How, Dear?"
And Dot replied, "I will place drums in all the towns and drums in between to send messages saying what you have for sale and they will reply telling you which hath the best price. And the sale can be made on the drums and delivery made by Uriah's Pony Stable (UPS)."
Abraham thought long and decided he would let Dot have her way with the drums. The drums rang out and were an immediate success. Abraham sold all the goods he had at the top price, without ever moving from his tent.
But this success did arouse envy. A man named Maccabia did secret himself inside Abraham's drum and was accused of insider trading. And the young men did take to Dot Com's trading as doth the greedy horsefly take to camel dung. They were called Nomadic Ecclesiastical Rich Dominican Siderites, or NERDS for short.
And lo, the land was so feverish with joy at the new riches and the deafening sound of drums that no one noticed that the real riches were going to the drum maker, one Brother William of Gates, who bought up every drum company in the land. And indeed did insist on making drums that would work only with Brother Gates' drumheads and drumsticks.
Dot did say, "Oh, Abraham, what we have started is being taken over by others."
And as Abraham looked out over the Bay of Ezekiel, or as it came to be known, "eBay", he said, "We need a name that reflects what we are."
And Dot replied, "Young Ambitious Hebrew Owner Operators."
"YAHOO", said Abraham.
And that is how it all began.
