A recent trend showing up on a lot of websites is the addition of an audio clip. The clip is a personal message by the author or the website owner encouraging you to take advantage of what they offer.

The psychology behind this technique is really Marketing 101. It’s called personalization. An audio clip added to your Ebay auction allows you to personally tell the potential bidder about the product. Using your own voice allows you to make contact with the bidder on a personal level that written words cannot. Because, that’s what your E-Bay auction really is…It’s just a long written classified ad asking the bidder to make an offer to purchase your item.

Prior to the advent of the telephone the only reliable way to communicate long distance was by writing letters. It was not unusual back then for lovers to write each other daily or weekly. The decline of letter writing is a well documented event that coincides with the advent of the telephone. The power of the human voice to convey a message triumphs that of the written word.

With audio you can describe the item, tell the bidder why you are selling it or even communicate with them about your refund policy or provide your contact information. The possibilities are almost unlimited as a way to establish a rapport with the bidder.

There are some technical elements to adding audio to your E-Bay auctions. The simplest way is to upload a .wav or Mp3 file to a website and provide a link to the file. When the bidder clicks on the link his or her computer will automatically recognize the file and play it with the audio player on the bidders computer.

There are some drawbacks to this method. If the bidder’s computer doesn’t recognize the file it won’t play. The overall effect is not as professional as it could be and it distracts the bidder. If you are a reasonably tech savvy type you can easily deal with the drawbacks of this approach.

For the rest of us, there are a number of software solutions and websites that will simplify the task of adding audio to our E-Bay auctions. These different programs and websites range from charging a one time fee to monthly fee’s for the use of the program. The good news is that many of them will let try them for as little as $1 for a trial basis or let you download a demo version to see how well it will work for you.

Be specific: If you are looking for an original first edition Harry Potter books, you get more research for “Harry Potter Sorcerer Stone Rowling first edition you are looking for” Harry Potter. “You get fewer results, but you have much more important.

Writing wrong: It is a sad fact that can not write many sellers on eBay. What you need, try to think of some common typos – the likelihood that fewer people will find these elements, it will be cheaper.

Get a thesaurus: You should try to search for all the different words that someone might use to describe your item, for example searching for both ‘TV’ and ‘television’, or for ‘phone’, ‘mobile’ and ‘cellphone’. Where you can, though, leave off the type of item altogether and search by things like brand and model.

Use the categories: Whenever you search, you’ll notice a list of categories at the side of your search results. If you just searched for the name of a CD because you want to buy that CD, you should click the ‘CDs’ category to just look at results in that category. Why bother looking through a load of results that you don’t care about?

Don’t be afraid to browse: Once you’ve found the category that items you like seem to be in, why not click ‘Browse’ and take a look through the whole category? You might be surprised by what you find.

Few people realise just how powerful eBay’s search engine is – a few symbols here and there and it’ll work wonders for you.

Wildcard searches: You can put an asterisk (*) into a search phrase when you want to say ‘anything can go here’. For example, if you wanted to search for a 1950s car, you could search for ‘car 195*’. 195* will show results from any year in the 1950s.

In this order: If you put words in quotes (“”) then the only results shown will be ones that have all of the words between the quote marks. For example, searching for “Lord of the Rings” won’t give you any results that say, for example “Lord Robert Rings”.

Exclude words: Put a minus, and then put any words in brackets that you don’t want to appear in your search results. For example: “Pulp Fiction” -(poster,photo) will find items related to Pulp Fiction but not posters or photos.

Either/or: If you want to search for lots of words at once, just put them in brackets: the TV example from earlier could become ‘(TV,television)’, which would find items with either word.

So once you’ve found your bargain item, bid for it and won it, what if it all goes wrong? Don’t worry – eBay has a thorough dispute resolution procedure, and we’ll cover it in some depth in the next article, so you’ll be prepared if the worst happens.

Learn about the differences between various types of auctions, on and offline.

English auction: This is what most people think of as an auction. Participants bid openly against one another, with each bid being higher than the previous bid. The auction ends when no participant is willing to bid further, or when a pre-determined “buy-out” price is reached, at which point the highest bidder pays the price. The seller may set a ‘reserve’ price and if the auctioneer fails to raise a bid higher than this reserve the sale may not go ahead.

Dutch auction: In the traditional Dutch auction the auctioneer begins with a high asking price which is lowered until some participant is willing to accept the auctioneer’s price, or a predetermined minimum price is reached. That participant pays the last announced price. This type of auction is convenient when it is important to auction goods quickly, since a sale never requires more than one bid.

The Dutch auction is named for its best known example, the Dutch tulip auctions; in the Netherlands this type of auction is actually known as a “Chinese auction”. “Dutch auction” is also sometimes used to describe online auctions where several identical goods are sold simultaneously to an equal number of high bidders. Economists call the latter auction a multi-unit English ascending auction.

Sealed High-Bid Auction: In this type of auction all bidders simultaneously submit bids so that no bidder knows the bid of any other participant. The highest bidder pays the price they submitted.

Vickrey auction: Also known as the sealed second-price auction. This is identical to the sealed high-bid auction, except the winning bidder pays the second highest bid rather than their own.

Silent auction: This is a sealed variant often used in charity events, but involving the simultaneous sale of multiple items. Participants submit bids normally on paper, near the item. They may or may not know how many other people are bidding or what their bids are. The highest bidder pays the price they submitted.

Procurement auction: This kind of auction reverses the roles of seller and buyer. The buyer puts out an RFQ for a given commodity and providers offer progressively lower prices in hopes of getting the business. At the end of the auction, the lowest bid wins.

Digital art auction: In this indefinitely long auction, designed for unreleased works that are trivially reproducible at zero cost (recordings, software, drug formulae), bidders openly submit their maximum bids. The seller may review the bids and close with a price of their choosing at any time. The successful bidders that pay this price are those whose bid meets or exceeds it.

Open outcry auction: This type of auction can refer to any auction where the auction is conducted orally for people to hear typically used in stock exchanges and commodity exchanges, where trading occurs on a trading floor and traders may enter verbal bids and offers simultaneously. This type of auction is being replaced by electronic trading platforms.

Unique bid auction: In this type of auction users post blind bids and are given a range of prices they can place a bid in, often a capped limit. The highest, or lowest, unique bid wins. For instance an auction is given a maximum bid of 10. If the top five bids are 10, 10, 9, 8, 8 then 9 would be the winner being the highest unique bid. This is a popular online type of auction.

Buy-out auction: This auction has a predetermined buy-out price in which the bidder can end the auction by accepting the buy-out price. The buy-out price is set by the seller. The bidder can choose to bid or use the buy-out option. If no bidder chooses to utilize the buy-out option, the auction ends with the highest bidder winning the auction. You can often find this type of auction on eBay.

Be sure you understand the type of auction you are participating in before it starts. Sometimes mistakes made at an auction can smart and be costly if you don’t know what you are doing.

As an example, let’s go through what you would do if you paid for an item but didn’t receive it from the seller.

Before you open a dispute: Give the seller a chance to send the item before you get ahead of yourself and open a dispute. If you’re concerned about how long the item is taking to arrive, the first thing you should do is send a polite email to the seller saying that you haven’t received it and asking whether they have posted it. You should also check your own email address in eBay’s options, to make sure that the seller can reply to you. As a last resort before opening a dispute, you should try to call the seller on the number eBay has for them. You might have to pay long-distance charges for the call, but that’s better than dragging the auction through mediation for months.

Step 1 – You open an Item Not Received dispute: You can do this here: http://feedback.ebay.com/ws/eBayISAPI.dll?InrCreateDispute.

All you need to do is enter the item number and say that you did not receive the item.

Step 2 – eBay contacts the seller: eBay sends the seller an email that tells them that you’ve said you didn’t receive the item. Then can then choose to tell you one of three things: that your payment hasn’t cleared yet, that the item is in the post, or that they’ll give you your money back. The seller can also tell eBay that they would like to send you a message.

Step 3 – You talk to the seller: You try to work out what’s happened directly with the seller, sending messages back and forward. Hopefully they’ll agree to give you a refund for the sake of their feedback, or your item will turn up in the post during this time.

Step 4 – Closing the dispute: After 30 days (or 10 days if the seller didn’t respond), you have two options to close the dispute: either you were satisfied or you weren’t. If you weren’t satisfied, then you can claim under eBay’s purchase protection program for up to $200.

Independent Dispute Mediation.

If you don’t want to go through eBay’s own process, and especially if the auction was for a high-value item, then you can use a third-party mediator. eBay recommend SquareTrade, at www.squaretrade.com, who provide mediation to many websites where there are buyers and sellers. They will contact the seller on your behalf and then mediate as you negotiate what to do from there.

Sellers who are committed to going through SquareTrade’s mediation for any disputes can sign up to display the ‘SquareTrade seal’ on their auctions. This gives their buyers $250 fraud protection, and shows that their identity has been independently verified so they are who they say they are.

When your sellers aren’t in such good standing, though, you need to be careful to avoid being a victim of fraud. There are a few scams that you especially need to look out for – we’ll cover them in the next email.

eBay does its best to intervene and resolve such disputes. As a shopper, you can follow these 10 safety tips to avoid being conned.

1. Check the seller’s feedback. Positive feedback rating of over 95% is good. If there are many recent negative feedbacks, then this is not a good indication. Also, read all the negative feedbacks. Are these negative feedbacks reasonable? What type of response does the seller have for these feedbacks? Does the seller’s defense sound reasonable? Sometimes new members who buy items on eBay are paranoid and they leave a negative feedback in a haste so make sure if the seller has defended himself/ herself in a reasonable manner. If there are too many complaints of the same nature, then it is probably true.

2. The sellers must have some kind of identification or recognition seal like Paypal verified, or Square trade or a Powerseller seal on the auctions. Such sellers are more reliable. This is especially a good check when you buying an expensive item.

3. Ask seller a question before bidding on the item. Responsible sellers reply promptly to questions. Also, if the seller actually has the item, he/ she maybe able to answer a valid question otherwise not.

4. If you are buying something expensive, then get the contact information of the seller at http://search.ebay.com/_W0QQtZvbQQsofindtypeZ9. You have to login to your eBay account and send a request. You can get the seller’s address and phone number. In doing this, your address and phone number will also be emailed to the seller.

5. The items must have pictures unless it is a service that is sold on eBay. If there is no picture, then the items is probably not there. Almost all sellers will put at least one picture of the item. Let’s assume that the item is there but the seller has been lazy in not putting the picture in the auction ad. Would you like to deal with someone who is so careless? It just shows that the item may not be in good condition, maybe defective or broken.

6. Check description of the item. Research other websites for the same item. Some of the shopping websites to research would be shopping.yahoo.com, overture.com and shopping.msn.com. These sites are adequate for researching items and get the description that you need. The eBay description should match item description on other sites.

7. Research prices for the item on sale. If the item on sale is Gucci handbags, then search for this model of handbag on shopping.yahoo.com. If it retails for $800 on Yahoo and seller on eBay is selling a brand new one for $90, then this item may not be authentic! Large wholesaler are able to sell items for around 50% of retail but something like an original Gucci handbag, it is unlikely that a seller would let go for $90 because these items sell like crazy. Just a note on fraud items – a lot of fraud eBay occurs on fashion items. This is very unfortunate and eBay has taken a lot of steps to eliminate fraud.

8. If the seller has not mentioned any shipping and handling terms, then ask before bidding. There are many auction ads, where the seller mentions that shipping and handling will mentioned to the winning bidder. Surprisingly, there are bids on that item! If you start bidding on the item, then it means that you agreed to the terms and condition of the sellers and there is less room for you to dispute later so ask for the clear instruction on shipping and handling.

9. Reliable sellers have clear description on their refund policy. If it is not there, then ask the seller for it. If the seller has no refund policy, then do not bid on the item. If the there is no refund policy in the auction description, then make sure you get the refund policy in an email from the seller. In this way, you have a document of the refund policy.

10. Do a search for the sellers past items on eBay. Check to see if the seller has sold similar items in the past. To search on the past auctions, go to the Advanced Search page. Here click on the items by seller link and type in the sellers ID and check the box for Include Completed listing. It is always good to check this especially if you are considering buying something expensive.

Automobile Scams.

With cars, you will generally find that scammers try to get you to send them money in advance, for whatever reason. For some reason, some people aren’t all that reluctant to pay 50% or 25% of the money before delivery using a relatively insecure payment method, especially on a car. They reason that the seller will obviously deliver it, as they’ll want the other half of the money.

But there never was a car! Pictures of cars aren’t hard to find, and the experienced scammers will have a whole library of pictures of different cars. The seller just got your $5,000 for nothing, and you can leave them all the negative feedback you like. They’ll just go and open another eBay account and find their next sucker.

While it’s not an outright scam, what you might find is that the car does turn up, but simply doesn’t live up to the description – it has been oversold, in the tradition of used car dealers through the ages. If this happens to you then you should open an eBay dispute and say your item was not as described – you might get a partial refund.

Computer Scams.

If you bid in a computer auction but don’t win, the seller might email you to ask whether you would like to buy a computer the same as the one they just sold through their own website.

This is a bad idea! You have no guarantee that the item will ever arrive, and you haven’t just given them your money – you’ve given them your credit card details too.

There are sellers with nothing but positive feedback who use this scam often – and since you won’t be able to leave them any feedback on the transaction, their reputation will stay that way. If you complain to eBay that you bought an item outside the site and got scammed, they will tell you to get lost and not do it again.

How to Beat the Scams.

There are lots of ways to beat the scams. First, whenever you buy anything expensive, be sure to check your seller’s reputation thoroughly. Make sure they have sold items of a similar high value before, and haven’t just sold a string of $10 items to get their feedback rating artificially high. If you want to be even more cautious, insist that the money is placed in an escrow service (eBay recommend escrow.com – don’t use any other service unless you’re sure of it).

To be honest, it’s generally quite a bad idea to use eBay to buy things like cars and computers to begin with – you can get them anywhere, and the discounts aren’t that big any more. It’s better to use eBay for those rare, special things that you can’t find anywhere else. The next email will give you some tips for buying collectibles.

Here is eBay’s full list of prohibited or questionable items:

Academic Software

Airline and Transit Related Items

Alcohol (also see Wine)

Animals and Wildlife Products

Anti-circumvention Policy

Artifacts

Authenticity Disclaimers

Autographed Items

Batteries

Beta Software

Bootleg Recordings

Brand Name Misuse

Catalog Sales

Catalytic Converters and Test Pipes

Celebrity Material

Charity or Fundraising Listings

Comparison Policy

Compilation and Informational Media

Contracts and Tickets

Counterfeit Currency and Stamps

Counterfeit Items

Credit Cards

Downloadable Media

Drugs & Drug Paraphernalia

Electronics Equipment

Embargoed Goods and Prohibited Countries

Encouraging Infringement Policy

Event Tickets

Faces, Names and Signatures

Firearms, Ammunition, Replicas, and Militaria

Fireworks

Food

Freon and Other Refrigerants

Gift Cards

Government IDs and Licenses

Hazardous, Restricted, and Perishable Items

Human Parts and Remains

Importation of Goods into the United States

International Trading – Buyers

International Trading – Sellers

Lockpicking Devices

Lottery Tickets

Mailing Lists and Personal Information

Manufacturers’ Coupons

Mature Audiences

Medical Devices

Misleading Titles

Mod Chips, Game Enhancers, and Boot Discs

Movie Prints

Multi-level Marketing, Pyramid and Matrix Programs

OEM Software

Offensive Material

Pesticides

Plants and Seeds

Police-Related Items

Political Memorabilia

Postage Meters

Pre-Sale Listings

Prescription Drugs and Devices

Promotional Items

Real Estate

Recalled Items

Recordable Media

Replica and Counterfeit Items

Satellite and Cable TV Descramblers

Slot Machines

Stocks and Other Securities

Stolen Property

Surveillance Equipment

Tobacco

Travel

Unauthorized Copies

Used Clothing

Warranties

Weapons & Knives

Wine (also see Alcohol)

Most of this is very obvious – of course you can’t sell illegal things like drugs, pyramid schemes or stolen goods. Almost everything that is on the list is there because there is law against selling it. Some of the reasons, though, are a little strange.

The ‘autographed items’ entry, for example, doesn’t mean that you can’t sell anything that’s been autographed – it just means that you can only sell it if it comes with a certificate of authenticity. The ‘artifacts’ entry prohibits you from selling Native American graves; ‘celebrity material’ means you can’t sell unauthorised pictures of celebrities; ‘embargoed goods’ means that you can’t sell anything that comes from Cuba… on and on it goes, and most of it you never need to know.

If your chosen kind of item seems to be on the list, though, and you’re concerned that you might not be able to sell it, then check the full list at http://pages.ebay.com/help/policies/items-ov.html to see whether the item is banned entirely or there are just a few restrictions.

eBay says it will remove any items that it believes violate copyright law, but in reality they don’t have that many people to monitor the site. You will generally only find that your auction gets removed if someone decides to report you – and even then, they might not get around to it.

Really, buying and selling on eBay can sometimes feel more complicated than it really is, thanks to all the rules surrounding it – not to mention the jargon. Our next email is a ‘jargon buster’, to help you learn the language of eBay.

Next time you’re on eBay, take a look at how many PowerSellers there are: you’ll find quite a few. Now consider that every single one of one of them must be making at least $1,000 per month, as that’s eBay’s requirement for becoming a PowerSeller. Silver PowerSellers make at least $3,000 each month, while Gold PowerSellers make more than $10,000, and the Platinum level is $25,000. The top ranking is Titanium PowerSeller, and to qualify you must make at least $150,000 in sales every month!

The fact that these people exist gives you come idea of the income possibilities here. Most of them never set out to even set up a business on eBay – they simply started selling a few things, and then kept going. There are plenty of people whose full-time job is selling things on eBay, and some of them have been doing it for years now. Can you imagine that? Once they’ve bought the stock, everything else is pretty much pure profit for these people – they don’t need to pay for any business premises, staff, or anything else. There are multi-million pound businesses making less in actual profit than eBay PowerSellers do.

Even if you don’t want to quit your job and really go for it, you can still use eBay to make a significant second income. You can pack up orders during the week and take them down to the post office for delivery each Saturday. There are few other things you could be doing with your spare time that have anywhere near that kind of earning potential.

What’s more, eBay doesn’t care who you are, where you live, or what you look like: some PowerSellers are very old, or very young. Some live out in the middle of nowhere where selling on eBay is one of the few alternatives to farming or being very poor. eBay tears down the barriers to earning that the real world constantly puts up. There’s no job interview and no commuting involved – if you can post things, you can do it.

Put it this way: if you know where to get something reasonably cheaply that you could sell, then you can sell it on eBay – and since you can always get discounts for bulk at wholesale, that’s not exactly difficult. Buy a job lot of something in-demand cheaply, sell it on eBay, and you’re making money already, with no set-up costs.

If you want to dip your toe in the water before you commit to actually buying anything, then you can just sell things that you’ve got lying around in the house. Search through that cupboard of stuff you never use, and you’ll probably find you’ve got a few hundred dollars’ worth of stuff lying around in there! This is the power of eBay: there is always someone who wants what you’re selling, whatever it might be, and since they’ve come looking for you, you don’t even need to do anything to get them to buy it.

So you want to get started on eBay? Well, that’s great! There are only a few little things you need to learn to get started. Our next email will give you the lowdown.