REMEMBER WHEN eBay USED TO BE A GREAT PLACE FOR SMALL SELLERS TO BECOME BIG SELLERS?
Unfortunately, recent changes at eBay have made online auctions less reliable and profitable. So where can you sell when you can't sell on eBay? Online auctions are the past; fixed-price selling is the future. It's time to move beyond eBay and first-generation online selling and start Selling Online 2.0. Second generation online selling means migrating from eBay to other online marketplaces, including craigslist, Amazon, and your own e-commerce website. You'll need to make some new plans, learn some new skills, and change some of the things you do--but you'll find that there's more money to be made on your own than relying on traditional eBay online auction sales.
- Put together a plan to maintain your sales level and profitability--to counteract eBay's changes
- Discover how to shift from auction sales to fixed-priced listings on the eBay marketplace
- Find out if running an eBay Store or selling on Half.com makes sense for your business
- Learn out how to sell locally on craigslist and other online classifieds sites
- Discover how to sell fixed-price merchandise on the Amazon marketplace
- Find out how to launch your own e-commerce website--and promote your online store
- Learn how to sell products across multiple channels--and manage multichannel conflicts
Introduction 1
What's in This Book 2
Who Can Use This Book 3
How to Use This Book 3
There's More Online... 4
Making the Move 4
I BEYOND ONLINE AUCTIONS: CREATING A SUCCESSFUL ONLINE BUSINESS 5
1 The Problem with Online Auctions 7
What eBay Used to Be Like... 7
Why Is eBay Abandoning Smaller Sellers? 10
Changes Are Afoot--and You Probably Won't Like Them 12
Emphasizing Fixed-Price Sales over Auction Sales 12
Changes to the Fee Structure 12
Changes to the Payment System 14
Changes to the Feedback System 15
Changes to Search Results 15
eBay's Deal with Buy.com 16
How Do eBay's Changes Affect You? 16
2 Planning for Selling Success 19
Planning for Life Beyond eBay Auctions 19
Asking--and Answering--Key Questions 20
What Type of Merchandise Do You Want to Sell? 20
How Much Money Do You Want to Make? 21
How Do You Intend to Manage Your Business? 23
Where Do You Want to Sell? 25
Conceiving a Business Plan 26
Understanding the Components of a Useful Business Plan 28
Mission 29
Opportunity 30
Strategy 30
Organization and Operations 31
Strengths and Weaknesses 31
Financials 31
Writing Your Business Plan 32
Implementing Your Business Plan 33
II FIXED-PRICE SELLING ON EBAY 35
3 Migrating to Fixed-Price Listings 37
Why Fixed-Priced Sales Are the Way to Go 37
Comparing Fees 38
Comparing Listing Lengths 40
Factoring in Customer Demand 41
Different Ways to Sell at a Fixed Pric 42
Understanding eBay's Fixed-Price Listings 43
Understanding eBay's Buy It Now Auctions 44
Understanding eBay Stores 46
Understanding Half.com 47
Creating an eBay Fixed-Price Listing 50
Creating an Auction Listing with a Buy It Now Price 51
Managing Fixed-Price Sales 52
Before the Sale: Setting the Price 53
After the Sale: Payment and Shipping 53
4 Fixed-Price Selling in an eBay Store 57
What Is an eBay Store? 57
Benefits of Opening Your Own eBay Store 59
Challenges of eBay Store Selling 60
Understanding eBay Store Subscription Levels 61
Understanding Insertion Fees and FVFs 63
How to Open an eBay Store 63
Further Customizing Your eBay Store 67
Managing Your eBay Store 68
Listing Merchandise for Sale in Your eBay Store 70
Handling eBay Store Sales 71
Marking Down Your Merchandise 72
Viewing eBay Store Reports 73
5 Fixed-Price Selling on Half.com 77
Getting to Know Half.com 77
Understanding the Half.com Shopping Experience 79
Understanding Half.com Fees 80
Listing on Half.com 81
Pricing Your Half.com Items 83
Calculating Shipping and Handling Charges 84
Managing Half.com Sales 85
6 Promoting Your Fixed-Price eBay Sales 87
Promoting Your Fixed-Price Listings on the eBay Site 87
Optimizing Your Listings for eBay Search 88
Linking from Other Sites to Your eBay Listings 90
Promoting Your eBay Store 90
Seeding Listings into the Traditional eBay Marketplace 91
Enabling Cross-Promotions 91
Creating an Email Mailing List 92
Linking to Your eBay Store 94
Adding a Stores Widget to Your Blog or Website 95
Creating a Listing Feed 95
Exporting Your Listings to Search Engines and Shopping Sites 96
Advertising on the eBay Site with AdCommerce 97
Advertising Across the Web with Google AdWords 99
Promoting Your Store in the Real World 101
Promoting Your Half.com Listings 102
III SELLING VIA CRAIGSLIST ONLINE CLASSIFIEDS 105
7 Online Classifieds: Are They Right for Your Business? 107
Understanding Online Classifieds 107
Examining Major Online Classifieds Sites 110
craigslist 110
Oodle 111
Kijiji 113
backpage.com 114
LiveDea 115
Google Base 116
The Pros and Cons of Selling via Online Classifieds 117
Pros of Online Classifieds Selling 117
Cons of Online Classifieds Selling 118
Do Online Classifieds Make Sense for Your Business? 120
The Best Businesses for Migrating to Online Classifieds 120
The Worst Businesses for Migrating to Online Classifieds 121
8 Doing Business on craigslist 125
Understanding craigslist 125
Navigating craigslist Listings 126
Before You List... 129
Listing an Item for Sale 130
Formatting Your Item Description 133
Using HTML Formatting 133
Inserting Images into Your Listings 134
Managing Your Listings 135
Editing a Listing 135
Deleting a Listing 136
Making a Sale 136
9 Migrating from Online Auctions to Online Classifieds 139
What Items Should You Move to craigslist? 139
Changing Your Business Model 141
Going Local 141
Pickups,No Shipping 142
Cash Is King 143
We Don't Need No Stinking Tools 143
It's the Wild West 144
Businesses Aren't Always Accepted 144
Making the Move 145
10 Promoting Your craigslist Business 147
Choosing the Right Community and Category 147
Optimizing Your Listings for Search 148
Keeping Your Ad at the Top of the List 148
IV SELLING ON THE AMAZON MARKETPLACE 151
11 The Amazon Marketplace: Is It Right for Your Business? 153
Understanding the Amazon Marketplace 153
What the Buyers See 154
The Many Ways to Sell on Amazon 156
Selling Individual Items on the Amazon Marketplace 157
Understanding the Amazon Marketplace 158
Understanding Amazon's Fees 159
Selling as a Pro Merchant 161
Selling on Amazon via Selling on Amazon 162
Selling in an Amazon WebStore 163
Using Amazon to Fulfill Your Orders 163
How It Works 164
Understanding Fulfillment Pricing 164
The Pros and Cons of Selling on Amazon 166
Selling on Amazon: Pros 166
Selling on Amazon: Cons 167
12 Doing Business in the Amazon Marketplace 169
Listing Individual Items in the Amazon Marketplace 169
Listing Your First Item 69
Managing Your Account and Inventory 173
Selling an Item 175
Setting Up Your Amazon Storefront 176
Moving to the Pro Merchant Program 177
Upgrading to Pro Merchant Status 177
Uploading Multiple Listings 178
Creating a Product Detail Page 180
13 Migrating Your eBay Business to Amazon 185
Does Migrating to Amazon Make Sense? 85
Comparing Fees 185
Comparing Sales and Effort 187
Which Items Should You Migrate? 188
Evolving Your Business Model 189
Making the Move 190
14 Promoting Your Amazon Business 193
Keeping Your Listings Competitive 193
Competing on Feedback 194
Placing Product Ads on the Amazon Site 196
Advertising Your Business with a Display Ad 197
V SELLING ON YOUR OWN WEBSITE 201
15 Establishing Your Own Website: Is It Right for Your Business? 203
Building an Online Store--What's Involved? 203
The Components of an E-Commerce Website 203
Different Ways to Build a Store 206
How Much Does It Cost? 207
Pros and Cons of Running Your Own Website 208
Pros of Running Your Own Online Store 208
Cons of Running Your Own Online Store 209
Does an Online Store Make Sense for Your Business? 211
16 Planning Your Online Presence 215
Step One: Create Your Plan and Define Your Goals 215
Step Two:Determine What You're Selling 216
Step Three: Choose a Hosting Service 216
Step Four: Build Your Website 217
Step Five: Choose an Online Payment Service 218
Step Six: Plan Your Promotion 219
Step Seven: Launch Your Site 220
Step Eight: Evaluate Your Performance 221
17 Setting Up an E-Commerce Website 223
Choosing a Hosting Service 223
Features to Look For 224
Comparing Prices 226
Using eBay ProStores 227
ProStores for eBay Sellers 227
Subscription Levels 228
Getting Started with ProStores 229
Building an Amazon WebStore Store 230
Inside an Amazon WebStore Store 230
Creating Your Own WebStore 231
Building a Yahoo! Merchant Website 233
Subscription Levels 233
Unique Features 234
Creating Your Own Yahoo! Store 235
Exploring Other Pre-Designed Storefronts 236
18 Managing Online Sales 241
Managing Your Inventory 241
Managing Your Sales 243
Managing Your Customers 245
19 Choosing an Online Payment System 249
Accepting Payments with PayPal 249
Pros and Cons of PayPal 250
Signing Up for PayPal 251
Understanding PayPal Fees 252
Adding PayPal to Your Website 253
Collecting PayPal Payments 254
Accepting Payments with Google Checkout 255
Pros and Cons of Google Checkout 255
Understanding Google Checkout Fees 256
Setting Up a Google Checkout Account 257
Choosing a Google Checkout Service 257
Adding Google Checkout to Your Website 258
Collecting Google Checkout Payments 259
Withdrawing Google Checkout Funds 260
Integrating Google Checkout with Google AdWords 260
Accepting Payments with Checkout by Amazon 261
Pros and Cons of Checkout by Amazon 261
Understanding Checkout by Amazon Fees 262
Setting Up Checkout by Amazon 262
Establishing Your Own Merchant Credit Card Account 263
Pros and Cons of a Merchant Account 264
Choosing a Credit Card Processor 265
20 Promoting Your E-Commerce Website 267
Putting Together a Marketing Plan 267
Optimizing Your Site for Search Engines 269
All About Search Engine Marketing--and SEO 269
SEO Tip #1: Fine-Tune Your Keywords 269
SEO Tip #2: Tweak Your and
Tags 271</p><p>SEO Tip #3: Solicit Inbound Links from Other Sites 271</p><p>SEO Tip #4: Submit Your Site to the Major Search Engines 272</p><p>SEO Tip #5: Use Text Instead of Images 274</p><p>Submitting Your Products to Comparison Shopping Sites 275</p><p>How Comparison Shopping Sites Work 275</p><p>Examining the Major Comparison Shopping Sites 276</p><p>Submitting Your Listings to Comparison Shopping Sites 278</p><p>Creating and Uploading a Data File 279</p><p>Buying PPC Advertising 280</p><p>How Important Is PPC Advertising? 280</p><p>Purchasing Keywords 281</p><p>Paying by the Click 282</p><p>Evaluating the Big PPC Ad Networks 283</p><p>Creating a PPC Campaign 285</p><p>Buying Display Ads 286</p><p>Engaging in Email Marketing 287</p><p>Marketing on YouTube 288</p><p>Marketing to the Blogosphere 289</p><p>Conducting Online Public Relations 290</p><p><b>21 Migrating Your eBay Business to Your Own Website</b> <b>293</b></p><p>Does Migrating to Your Own Online Store Make Sense? 293</p><p>Comparing Costs 293</p><p>Comparing Effort 295</p><p>Which Items Should You Migrate? 295</p><p>Changing Your Business Model and Processes 296</p><p>Making the Move 297</p><p><b>22 Selling in Multiple Channels</b> <b>301</b></p><p>What Is Multichannel Selling--and How Does It Work? 301</p><p>Pros and Cons of Multichannel Selling 302</p><p>Benefits of Multichannel Selling 302</p><p>Drawbacks of Multichannel Selling 303</p><p>When Does Multichannel Selling Make Sense--and When Is It a Recipe for Disaster? 305</p><p>Managing Inventory Across Channels 306</p><p>Creating a Multichannel Marketing Plan 307</p><p><b>Index</b> <b>311</b></p></div></main><div class="mb-3"><button class="btn btn-link btn-block text-dark-green">Show more</button></div></section><!----><!----><!----><section class="collapse"><header><h2 tabindex="0">About Michael Miller</h2></header><main><div class="description"><p><b>Michael Miller </b>has written more than 90 nonfiction how-to books over the past two decades, including Que's <i>Absolute Beginner's Guide to eBay, Making a Living from Your eBay Business, </i>and <i>Tricks of the eBay Business Masters</i>. He also wrote <i>Teach Yourself Business Plans in 24 Hours </i>and <i>The Complete Idiot's Guide to Search Engine Optimization </i>for Alpha Books and <i>Online Marketing Heroes: Interviews with 25 Successful Online Marketing Gurus </i>for Wiley.</p><p> </p><p>Mr. Miller has established a reputation for clearly explaining complex topics to the average reader and for offering useful real-world advice. Find more information at his website, www.molehillgroup.com.</p></div></main><div class="mb-3"><button class="btn btn-link btn-block text-dark-green">Show more</button></div></section><section class="collapse"><header><h2 tabindex="0">Table of Contents</h2></header><main><div class="description"><p><b>Introduction</b> <b>1</b></p><p>What's in This Book 2</p><p>Who Can Use This Book 3</p><p>How to Use This Book 3</p><p>There's More Online... 4</p><p>Making the Move 4</p><p><b>I BEYOND ONLINE AUCTIONS: CREATING A SUCCESSFUL ONLINE BUSINESS</b> <b>5</b></p><p><b>1 The Problem with Online Auctions</b> <b>7</b></p><p>What eBay <i>Used </i>to Be Like... 7</p><p>Why Is eBay Abandoning Smaller Sellers? 10</p><p>Changes Are Afoot--and You Probably Won't Like Them 12</p><p>Emphasizing Fixed-Price Sales over Auction Sales 12</p><p>Changes to the Fee Structure 12</p><p>Changes to the Payment System 14</p><p>Changes to the Feedback System 15</p><p>Changes to Search Results 15</p><p>eBay's Deal with Buy.com 16</p><p>How Do eBay's Changes Affect You? 16</p><p><b>2 Planning for Selling Success</b> <b>19</b></p><p>Planning for Life Beyond eBay Auctions 19</p><p>Asking--and Answering--Key Questions 20</p><p>What Type of Merchandise Do You Want to Sell? 20</p><p>How Much Money Do You Want to Make? 21</p><p>How Do You Intend to Manage Your Business? 23</p><p>Where Do You Want to Sell? 25</p><p>Conceiving a Business Plan 26</p><p>Understanding the Components of a Useful Business Plan 28</p><p>Mission 29</p><p>Opportunity 30</p><p>Strategy 30</p><p>Organization and Operations 31</p><p>Strengths and Weaknesses 31</p><p>Financials 31</p><p>Writing Your Business Plan 32</p><p>Implementing Your Business Plan 33</p><p><b>II FIXED-PRICE SELLING ON EBAY</b> <b>35</b></p><p><b>3 </b><b>Migrating to Fixed-Price Listings</b> <b>37</b></p><p>Why Fixed-Priced Sales Are the Way to Go 37</p><p>Comparing Fees 38</p><p>Comparing Listing Lengths 40</p><p>Factoring in Customer Demand 41</p><p>Different Ways to Sell at a Fixed Pric 42</p><p>Understanding eBay's Fixed-Price Listings 43</p><p>Understanding eBay's Buy It Now Auctions 44</p><p>Understanding eBay Stores 46</p><p>Understanding Half.com 47</p><p>Creating an eBay Fixed-Price Listing 50</p><p>Creating an Auction Listing with a Buy It Now Price 51</p><p>Managing Fixed-Price Sales 52</p><p>Before the Sale: Setting the Price 53</p><p>After the Sale: Payment and Shipping 53</p><p><b>4 Fixed-Price Selling in an eBay Store</b> <b>57</b></p><p>What Is an eBay Store? 57</p><p>Benefits of Opening Your Own eBay Store 59</p><p>Challenges of eBay Store Selling 60</p><p>Understanding eBay Store Subscription Levels 61</p><p>Understanding Insertion Fees and FVFs 63</p><p>How to Open an eBay Store 63</p><p>Further Customizing Your eBay Store 67</p><p>Managing Your eBay Store 68</p><p>Listing Merchandise for Sale in Your eBay Store 70</p><p>Handling eBay Store Sales 71</p><p>Marking Down Your Merchandise 72</p><p>Viewing eBay Store Reports 73</p><p><b>5 Fixed-Price Selling on Half.com</b> <b>77</b></p><p>Getting to Know Half.com 77</p><p>Understanding the Half.com Shopping Experience 79</p><p>Understanding Half.com Fees 80</p><p>Listing on Half.com 81</p><p>Pricing Your Half.com Items 83</p><p>Calculating Shipping and Handling Charges 84</p><p>Managing Half.com Sales 85</p><p><b>6 Promoting Your Fixed-Price eBay Sales</b> <b>87</b></p><p>Promoting Your Fixed-Price Listings on the eBay Site 87</p><p>Optimizing Your Listings for eBay Search 88</p><p>Linking from Other Sites to Your eBay Listings 90</p><p>Promoting Your eBay Store 90</p><p>Seeding Listings into the Traditional eBay Marketplace 91</p><p>Enabling Cross-Promotions 91</p><p>Creating an Email Mailing List 92</p><p>Linking to Your eBay Store 94</p><p>Adding a Stores Widget to Your Blog or Website 95</p><p>Creating a Listing Feed 95</p><p>Exporting Your Listings to Search Engines and Shopping Sites 96</p><p>Advertising on the eBay Site with AdCommerce 97</p><p>Advertising Across the Web with Google AdWords 99</p><p>Promoting Your Store in the Real World 101</p><p>Promoting Your Half.com Listings 102</p><p><b>III SELLING VIA CRAIGSLIST ONLINE CLASSIFIEDS</b> <b>105</b></p><p><b>7 Online Classifieds: Are They Right for Your Business?</b> <b> 107</b></p><p>Understanding Online Classifieds 107</p><p>Examining Major Online Classifieds Sites 110</p><p>craigslist 110</p><p>Oodle 111</p><p>Kijiji 113</p><p>backpage.com 114</p><p>LiveDea 115</p><p>Google Base 116</p><p>The Pros and Cons of Selling via Online Classifieds 117</p><p>Pros of Online Classifieds Selling 117</p><p>Cons of Online Classifieds Selling 118</p><p>Do Online Classifieds Make Sense for Your Business? 120</p><p>The Best Businesses for Migrating to Online Classifieds 120</p><p>The Worst Businesses for Migrating to Online Classifieds 121</p><p><b>8 Doing Business on craigslist</b> <b>125</b></p><p>Understanding craigslist 125</p><p>Navigating craigslist Listings 126</p><p>Before You List... 129</p><p>Listing an Item for Sale 130</p><p>Formatting Your Item Description 133</p><p>Using HTML Formatting 133</p><p>Inserting Images into Your Listings 134</p><p>Managing Your Listings 135</p><p>Editing a Listing 135</p><p>Deleting a Listing 136</p><p>Making a Sale 136</p><p><b>9 Migrating from Online Auctions to Online Classifieds</b> <b>139</b></p><p>What Items Should You Move to craigslist? 139</p><p>Changing Your Business Model 141</p><p>Going Local 141</p><p>Pickups,No Shipping 142</p><p>Cash Is King 143</p><p>We Don't Need No Stinking Tools 143</p><p>It's the Wild West 144</p><p>Businesses Aren't Always Accepted 144</p><p>Making the Move 145</p><p><b>10 Promoting Your craigslist Business</b> <b>147</b></p><p>Choosing the Right Community and Category 147</p><p>Optimizing Your Listings for Search 148</p><p>Keeping Your Ad at the Top of the List 148</p><p><b>IV SELLING ON THE AMAZON MARKETPLACE</b> <b>151</b></p><p><b>11 </b><b>The Amazon Marketplace: Is It Right for Your Business?</b> <b> 153</b></p><p>Understanding the Amazon Marketplace 153</p><p>What the Buyers See 154</p><p>The Many Ways to Sell on Amazon 156</p><p>Selling Individual Items on the Amazon Marketplace 157</p><p>Understanding the Amazon Marketplace 158</p><p>Understanding Amazon's Fees 159</p><p>Selling as a Pro Merchant 161</p><p>Selling on Amazon via Selling on Amazon 162</p><p>Selling in an Amazon WebStore 163</p><p>Using Amazon to Fulfill Your Orders 163</p><p>How It Works 164</p><p>Understanding Fulfillment Pricing 164</p><p>The Pros and Cons of Selling on Amazon 166</p><p>Selling on Amazon: Pros 166</p><p>Selling on Amazon: Cons 167</p><p><b>12 Doing Business in the Amazon Marketplace</b> <b>169</b></p><p>Listing Individual Items in the Amazon Marketplace 169</p><p>Listing Your First Item 69</p><p>Managing Your Account and Inventory 173</p><p>Selling an Item 175</p><p>Setting Up Your Amazon Storefront 176</p><p>Moving to the Pro Merchant Program 177</p><p>Upgrading to Pro Merchant Status 177</p><p>Uploading Multiple Listings 178</p><p>Creating a Product Detail Page 180</p><p><b>13 Migrating Your eBay Business to Amazon</b> <b>185</b></p><p>Does Migrating to Amazon Make Sense? 85</p><p>Comparing Fees 185</p><p>Comparing Sales and Effort 187</p><p>Which Items Should You Migrate? 188</p><p>Evolving Your Business Model 189</p><p>Making the Move 190</p><p><b>14 Promoting Your Amazon Business</b> <b>193</b></p><p>Keeping Your Listings Competitive 193</p><p>Competing on Feedback 194</p><p>Placing Product Ads on the Amazon Site 196</p><p>Advertising Your Business with a Display Ad 197</p><p><b>V SELLING ON YOUR OWN WEBSITE</b> <b>201</b></p><p><b>15 Establishing Your Own Website: Is It Right for Your Business?</b> <b> 203</b></p><p>Building an Online Store--What's Involved? 203</p><p>The Components of an E-Commerce Website 203</p><p>Different Ways to Build a Store 206</p><p>How Much Does It Cost? 207</p><p>Pros and Cons of Running Your Own Website 208</p><p>Pros of Running Your Own Online Store 208</p><p>Cons of Running Your Own Online Store 209</p><p>Does an Online Store Make Sense for Your Business? 211</p><p><b>16 Planning Your Online Presence</b> <b>215</b></p><p>Step One: Create Your Plan and Define Your Goals 215</p><p>Step Two:Determine What You're Selling 216</p><p>Step Three: Choose a Hosting Service 216</p><p>Step Four: Build Your Website 217</p><p>Step Five: Choose an Online Payment Service 218</p><p>Step Six: Plan Your Promotion 219</p><p>Step Seven: Launch Your Site 220</p><p>Step Eight: Evaluate Your Performance 221</p><p><b>17 Setting Up an E-Commerce Website</b> <b>223</b></p><p>Choosing a Hosting Service 223</p><p>Features to Look For 224</p><p>Comparing Prices 226</p><p>Using eBay ProStores 227</p><p>ProStores for eBay Sellers 227</p><p>Subscription Levels 228</p><p>Getting Started with ProStores 229</p><p>Building an Amazon WebStore Store 230</p><p>Inside an Amazon WebStore Store 230</p><p>Creating Your Own WebStore 231</p><p>Building a Yahoo! Merchant Website 233</p><p>Subscription Levels 233</p><p>Unique Features 234</p><p>Creating Your Own Yahoo! Store 235</p><p>Exploring Other Pre-Designed Storefronts 236</p><p><b>18 Managing Online Sales</b> <b>241</b></p><p>Managing Your Inventory 241</p><p>Managing Your Sales 243</p><p>Managing Your Customers 245</p><p><b>19 Choosing an Online Payment System</b> <b>249</b></p><p>Accepting Payments with PayPal 249</p><p>Pros and Cons of PayPal 250</p><p>Signing Up for PayPal 251</p><p>Understanding PayPal Fees 252</p><p>Adding PayPal to Your Website 253</p><p>Collecting PayPal Payments 254</p><p>Accepting Payments with Google Checkout 255</p><p>Pros and Cons of Google Checkout 255</p><p>Understanding Google Checkout Fees 256</p><p>Setting Up a Google Checkout Account 257</p><p>Choosing a Google Checkout Service 257</p><p>Adding Google Checkout to Your Website 258</p><p>Collecting Google Checkout Payments 259</p><p>Withdrawing Google Checkout Funds 260</p><p>Integrating Google Checkout with Google AdWords 260</p><p>Accepting Payments with Checkout by Amazon 261</p><p>Pros and Cons of Checkout by Amazon 261</p><p>Understanding Checkout by Amazon Fees 262</p><p>Setting Up Checkout by Amazon 262</p><p>Establishing Your Own Merchant Credit Card Account 263</p><p>Pros and Cons of a Merchant Account 264</p><p>Choosing a Credit Card Processor 265</p><p><b>20 Promoting Your E-Commerce Website</b> <b>267</b></p><p>Putting Together a Marketing Plan 267</p><p>Optimizing Your Site for Search Engines 269</p><p>All About Search Engine Marketing--and SEO 269</p><p>SEO Tip #1: Fine-Tune Your Keywords 269</p><p>SEO Tip #2: Tweak Your <META> and <TITLE> Tags 271</p><p>SEO Tip #3: Solicit Inbound Links from Other Sites 271</p><p>SEO Tip #4: Submit Your Site to the Major Search Engines 272</p><p>SEO Tip #5: Use Text Instead of Images 274</p><p>Submitting Your Products to Comparison Shopping Sites 275</p><p>How Comparison Shopping Sites Work 275</p><p>Examining the Major Comparison Shopping Sites 276</p><p>Submitting Your Listings to Comparison Shopping Sites 278</p><p>Creating and Uploading a Data File 279</p><p>Buying PPC Advertising 280</p><p>How Important Is PPC Advertising? 280</p><p>Purchasing Keywords 281</p><p>Paying by the Click 282</p><p>Evaluating the Big PPC Ad Networks 283</p><p>Creating a PPC Campaign 285</p><p>Buying Display Ads 286</p><p>Engaging in Email Marketing 287</p><p>Marketing on YouTube 288</p><p>Marketing to the Blogosphere 289</p><p>Conducting Online Public Relations 290</p><p><b>21 Migrating Your eBay Business to Your Own Website</b> <b>293</b></p><p>Does Migrating to Your Own Online Store Make Sense? 293</p><p>Comparing Costs 293</p><p>Comparing Effort 295</p><p>Which Items Should You Migrate? 295</p><p>Changing Your Business Model and Processes 296</p><p>Making the Move 297</p><p><b>22 Selling in Multiple Channels</b> <b>301</b></p><p>What Is Multichannel Selling--and How Does It Work? 301</p><p>Pros and Cons of Multichannel Selling 302</p><p>Benefits of Multichannel Selling 302</p><p>Drawbacks of Multichannel Selling 303</p><p>When Does Multichannel Selling Make Sense--and When Is It a Recipe for Disaster? 305</p><p>Managing Inventory Across Channels 306</p><p>Creating a Multichannel Marketing Plan 307</p><p><b>Index</b> <b>311</b></p></div></main><div class="mb-3"><button class="btn btn-link btn-block text-dark-green">Show more</button></div></section><section class="collapse informations"><header><h2 tabindex="0">Additional information</h2></header><main><div class="attributes"><div class="attribute"><label class="attributeTitle">Sku</label><div class="attributeValue">GOR002046576</div></div><div class="attribute"><label class="attributeTitle">ISBN 13</label><div class="attributeValue">9780789739742</div></div><div class="attribute"><label class="attributeTitle">ISBN 10</label><div class="attributeValue">0789739747</div></div><div class="attribute"><label class="attributeTitle">Title</label><div class="attributeValue">Selling Online 2.0: Migrating from eBay to Amazon, craigslist, and Your Own E-Commerce Website by Michael Miller</div></div><div class="attribute"><label class="attributeTitle">Author</label><div class="attributeValue"><a href="/en-au/books/author/michael-miller">Michael Miller</a></div></div><!----><div class="attribute"><label class="attributeTitle">Condition</label><div class="attributeValue">Used - Very Good</div></div><div class="attribute"><label class="attributeTitle">Binding type</label><div class="attributeValue">Paperback</div></div><div class="attribute"><label class="attributeTitle">Publisher</label><div class="attributeValue">Pearson Education (US)</div></div><div class="attribute"><label class="attributeTitle">Year published</label><div class="attributeValue">20090430</div></div><div class="attribute"><label class="attributeTitle">Number of pages</label><div class="attributeValue">360</div></div><div class="attribute"><label class="attributeTitle">Prizes</label><div class="attributeValue">N/A</div></div><div class="attribute"><label class="attributeTitle">Cover note</label><div class="attributeValue">Book picture is for illustrative purposes only, actual binding, cover or edition may vary.</div></div><div class="attribute"><label class="attributeTitle">Note</label><div class="attributeValue">This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us</div></div><!----></div></main><div class="mb-3"><button class="btn btn-link btn-block text-dark-green">Show more</button></div></section><!----><!----><div><section id="tp_product_title" class="collapse"><header><h2 tabindex="0">Customer Reviews - Selling Online 2.0</h2></header><main><div data-locale="en-GB" data-businessunit-id="6183fc54483a0cd5be241316" data-style-width="100%" data-text-color="#4a4a49" data-font-family="Lato" data-theme="light" id="tp_product" data-template-id="5717796816f630043868e2e8" data-style-height="700px" data-review-languages="en" data-sku="9780789739742" class="trustpilot-widget"><a href="https://uk.trustpilot.com/review/worldofbooks.com" target="_blank" rel="noopener noreferrer">Trustpilot</a></div></main><div class="mb-3"><button class="btn btn-link btn-block text-dark-green">Show more</button></div></section></div><!----><div class="no-ssr-placeholder"></div></div></div><footer><div class="newsletter in-footer"><div class="newsletterContainer"></div></div><div class="text-center pt-4"><div class="container footerContent"><a href="/en-au" class="woblogo nuxt-link-active"></a><p>Wob sells used books online to over 190 countries worldwide.</p><p>You can connect with us on <a place="facebook" href="https://www.facebook.com/WobGroup" target="_blank" rel="noopener noreferrer">Facebook</a>, <a place="twitter" href="https://twitter.com/wob_group" target="_blank" rel="noopener noreferrer">Twitter</a>, <a place="instagram" href="https://www.instagram.com/wob.group" target="_blank" rel="noopener noreferrer">Instagram</a>, or through our <a place="blog" href="https://blog.wob.com" target="_blank" rel="noopener noreferrer">Blog</a>.</p></div><div data-locale="en-GB" data-businessunit-id="6183fc54483a0cd5be241316" data-style-width="100%" data-text-color="#4a4a49" data-font-family="Lato" data-theme="light" id="tp_micro" data-template-id="5419b6ffb0d04a076446a9af" data-style-height="20px" class="trustpilot-widget"><a href="https://uk.trustpilot.com/review/worldofbooks.com" target="_blank" rel="noopener noreferrer">Trustpilot</a></div><hr><div class="container footerMenu mt-4"><!----></div></div><div class="info border-top"><div class="container text-center"><span class="pr-md-3 d-block d-md-inline-block">© 2024 World of Books Ltd</span><ul class="list-inline"><li><a href="/en-au/privacy-policy">Privacy Policy</a></li><li><a href="/en-au/terms-and-conditions">Terms and Conditions</a></li><!----></ul></div></div><div class="rainbow"></div><div class="no-ssr-placeholder"></div><div><script type="application/ld+json">{
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"description": "<p><b>REMEMBER WHEN eBay USED TO BE A GREAT PLACE FOR SMALL SELLERS TO BECOME BIG SELLERS? </b></p><p>Unfortunately, recent changes at eBay have made online auctions less reliable and profitable. So where can you sell when you can't sell on eBay? Online auctions are the past; fixed-price selling is the future. It's time to move beyond eBay and first-generation online selling and start Selling Online 2.0. Second generation online selling means migrating from eBay to other online marketplaces, including craigslist, Amazon, and your own e-commerce website. You'll need to make some new plans, learn some new skills, and change some of the things you do--but you'll find that there's more money to be made on your own than relying on traditional eBay online auction sales.</p><ul><li>Put together a plan to maintain your sales level and profitability--to counteract eBay's changes</li><li>Discover how to shift from auction sales to fixed-priced listings on the eBay marketplace</li><li>Find out if running an eBay Store or selling on Half.com makes sense for your business</li><li>Learn out how to sell locally on craigslist and other online classifieds sites</li><li>Discover how to sell fixed-price merchandise on the Amazon marketplace</li><li>Find out how to launch your own e-commerce website--and promote your online store</li><li>Learn how to sell products across multiple channels--and manage multichannel conflicts</li></ul><p> </p><p><b>Introduction</b> <b>1</b></p><p>What's in This Book 2</p><p>Who Can Use This Book 3</p><p>How to Use This Book 3</p><p>There's More Online... 4</p><p>Making the Move 4</p><p><b>I BEYOND ONLINE AUCTIONS: CREATING A SUCCESSFUL ONLINE BUSINESS</b> <b>5</b></p><p><b>1 The Problem with Online Auctions</b> <b>7</b></p><p>What eBay <i>Used </i>to Be Like... 7</p><p>Why Is eBay Abandoning Smaller Sellers? 10</p><p>Changes Are Afoot--and You Probably Won't Like Them 12</p><p>Emphasizing Fixed-Price Sales over Auction Sales 12</p><p>Changes to the Fee Structure 12</p><p>Changes to the Payment System 14</p><p>Changes to the Feedback System 15</p><p>Changes to Search Results 15</p><p>eBay's Deal with Buy.com 16</p><p>How Do eBay's Changes Affect You? 16</p><p><b>2 Planning for Selling Success</b> <b>19</b></p><p>Planning for Life Beyond eBay Auctions 19</p><p>Asking--and Answering--Key Questions 20</p><p>What Type of Merchandise Do You Want to Sell? 20</p><p>How Much Money Do You Want to Make? 21</p><p>How Do You Intend to Manage Your Business? 23</p><p>Where Do You Want to Sell? 25</p><p>Conceiving a Business Plan 26</p><p>Understanding the Components of a Useful Business Plan 28</p><p>Mission 29</p><p>Opportunity 30</p><p>Strategy 30</p><p>Organization and Operations 31</p><p>Strengths and Weaknesses 31</p><p>Financials 31</p><p>Writing Your Business Plan 32</p><p>Implementing Your Business Plan 33</p><p><b>II FIXED-PRICE SELLING ON EBAY</b> <b>35</b></p><p><b>3 </b><b>Migrating to Fixed-Price Listings</b> <b>37</b></p><p>Why Fixed-Priced Sales Are the Way to Go 37</p><p>Comparing Fees 38</p><p>Comparing Listing Lengths 40</p><p>Factoring in Customer Demand 41</p><p>Different Ways to Sell at a Fixed Pric 42</p><p>Understanding eBay's Fixed-Price Listings 43</p><p>Understanding eBay's Buy It Now Auctions 44</p><p>Understanding eBay Stores 46</p><p>Understanding Half.com 47</p><p>Creating an eBay Fixed-Price Listing 50</p><p>Creating an Auction Listing with a Buy It Now Price 51</p><p>Managing Fixed-Price Sales 52</p><p>Before the Sale: Setting the Price 53</p><p>After the Sale: Payment and Shipping 53</p><p><b>4 Fixed-Price Selling in an eBay Store</b> <b>57</b></p><p>What Is an eBay Store? 57</p><p>Benefits of Opening Your Own eBay Store 59</p><p>Challenges of eBay Store Selling 60</p><p>Understanding eBay Store Subscription Levels 61</p><p>Understanding Insertion Fees and FVFs 63</p><p>How to Open an eBay Store 63</p><p>Further Customizing Your eBay Store 67</p><p>Managing Your eBay Store 68</p><p>Listing Merchandise for Sale in Your eBay Store 70</p><p>Handling eBay Store Sales 71</p><p>Marking Down Your Merchandise 72</p><p>Viewing eBay Store Reports 73</p><p><b>5 Fixed-Price Selling on Half.com</b> <b>77</b></p><p>Getting to Know Half.com 77</p><p>Understanding the Half.com Shopping Experience 79</p><p>Understanding Half.com Fees 80</p><p>Listing on Half.com 81</p><p>Pricing Your Half.com Items 83</p><p>Calculating Shipping and Handling Charges 84</p><p>Managing Half.com Sales 85</p><p><b>6 Promoting Your Fixed-Price eBay Sales</b> <b>87</b></p><p>Promoting Your Fixed-Price Listings on the eBay Site 87</p><p>Optimizing Your Listings for eBay Search 88</p><p>Linking from Other Sites to Your eBay Listings 90</p><p>Promoting Your eBay Store 90</p><p>Seeding Listings into the Traditional eBay Marketplace 91</p><p>Enabling Cross-Promotions 91</p><p>Creating an Email Mailing List 92</p><p>Linking to Your eBay Store 94</p><p>Adding a Stores Widget to Your Blog or Website 95</p><p>Creating a Listing Feed 95</p><p>Exporting Your Listings to Search Engines and Shopping Sites 96</p><p>Advertising on the eBay Site with AdCommerce 97</p><p>Advertising Across the Web with Google AdWords 99</p><p>Promoting Your Store in the Real World 101</p><p>Promoting Your Half.com Listings 102</p><p><b>III SELLING VIA CRAIGSLIST ONLINE CLASSIFIEDS</b> <b>105</b></p><p><b>7 Online Classifieds: Are They Right for Your Business?</b> <b> 107</b></p><p>Understanding Online Classifieds 107</p><p>Examining Major Online Classifieds Sites 110</p><p>craigslist 110</p><p>Oodle 111</p><p>Kijiji 113</p><p>backpage.com 114</p><p>LiveDea 115</p><p>Google Base 116</p><p>The Pros and Cons of Selling via Online Classifieds 117</p><p>Pros of Online Classifieds Selling 117</p><p>Cons of Online Classifieds Selling 118</p><p>Do Online Classifieds Make Sense for Your Business? 120</p><p>The Best Businesses for Migrating to Online Classifieds 120</p><p>The Worst Businesses for Migrating to Online Classifieds 121</p><p><b>8 Doing Business on craigslist</b> <b>125</b></p><p>Understanding craigslist 125</p><p>Navigating craigslist Listings 126</p><p>Before You List... 129</p><p>Listing an Item for Sale 130</p><p>Formatting Your Item Description 133</p><p>Using HTML Formatting 133</p><p>Inserting Images into Your Listings 134</p><p>Managing Your Listings 135</p><p>Editing a Listing 135</p><p>Deleting a Listing 136</p><p>Making a Sale 136</p><p><b>9 Migrating from Online Auctions to Online Classifieds</b> <b>139</b></p><p>What Items Should You Move to craigslist? 139</p><p>Changing Your Business Model 141</p><p>Going Local 141</p><p>Pickups,No Shipping 142</p><p>Cash Is King 143</p><p>We Don't Need No Stinking Tools 143</p><p>It's the Wild West 144</p><p>Businesses Aren't Always Accepted 144</p><p>Making the Move 145</p><p><b>10 Promoting Your craigslist Business</b> <b>147</b></p><p>Choosing the Right Community and Category 147</p><p>Optimizing Your Listings for Search 148</p><p>Keeping Your Ad at the Top of the List 148</p><p><b>IV SELLING ON THE AMAZON MARKETPLACE</b> <b>151</b></p><p><b>11 </b><b>The Amazon Marketplace: Is It Right for Your Business?</b> <b> 153</b></p><p>Understanding the Amazon Marketplace 153</p><p>What the Buyers See 154</p><p>The Many Ways to Sell on Amazon 156</p><p>Selling Individual Items on the Amazon Marketplace 157</p><p>Understanding the Amazon Marketplace 158</p><p>Understanding Amazon's Fees 159</p><p>Selling as a Pro Merchant 161</p><p>Selling on Amazon via Selling on Amazon 162</p><p>Selling in an Amazon WebStore 163</p><p>Using Amazon to Fulfill Your Orders 163</p><p>How It Works 164</p><p>Understanding Fulfillment Pricing 164</p><p>The Pros and Cons of Selling on Amazon 166</p><p>Selling on Amazon: Pros 166</p><p>Selling on Amazon: Cons 167</p><p><b>12 Doing Business in the Amazon Marketplace</b> <b>169</b></p><p>Listing Individual Items in the Amazon Marketplace 169</p><p>Listing Your First Item 69</p><p>Managing Your Account and Inventory 173</p><p>Selling an Item 175</p><p>Setting Up Your Amazon Storefront 176</p><p>Moving to the Pro Merchant Program 177</p><p>Upgrading to Pro Merchant Status 177</p><p>Uploading Multiple Listings 178</p><p>Creating a Product Detail Page 180</p><p><b>13 Migrating Your eBay Business to Amazon</b> <b>185</b></p><p>Does Migrating to Amazon Make Sense? 85</p><p>Comparing Fees 185</p><p>Comparing Sales and Effort 187</p><p>Which Items Should You Migrate? 188</p><p>Evolving Your Business Model 189</p><p>Making the Move 190</p><p><b>14 Promoting Your Amazon Business</b> <b>193</b></p><p>Keeping Your Listings Competitive 193</p><p>Competing on Feedback 194</p><p>Placing Product Ads on the Amazon Site 196</p><p>Advertising Your Business with a Display Ad 197</p><p><b>V SELLING ON YOUR OWN WEBSITE</b> <b>201</b></p><p><b>15 Establishing Your Own Website: Is It Right for Your Business?</b> <b> 203</b></p><p>Building an Online Store--What's Involved? 203</p><p>The Components of an E-Commerce Website 203</p><p>Different Ways to Build a Store 206</p><p>How Much Does It Cost? 207</p><p>Pros and Cons of Running Your Own Website 208</p><p>Pros of Running Your Own Online Store 208</p><p>Cons of Running Your Own Online Store 209</p><p>Does an Online Store Make Sense for Your Business? 211</p><p><b>16 Planning Your Online Presence</b> <b>215</b></p><p>Step One: Create Your Plan and Define Your Goals 215</p><p>Step Two:Determine What You're Selling 216</p><p>Step Three: Choose a Hosting Service 216</p><p>Step Four: Build Your Website 217</p><p>Step Five: Choose an Online Payment Service 218</p><p>Step Six: Plan Your Promotion 219</p><p>Step Seven: Launch Your Site 220</p><p>Step Eight: Evaluate Your Performance 221</p><p><b>17 Setting Up an E-Commerce Website</b> <b>223</b></p><p>Choosing a Hosting Service 223</p><p>Features to Look For 224</p><p>Comparing Prices 226</p><p>Using eBay ProStores 227</p><p>ProStores for eBay Sellers 227</p><p>Subscription Levels 228</p><p>Getting Started with ProStores 229</p><p>Building an Amazon WebStore Store 230</p><p>Inside an Amazon WebStore Store 230</p><p>Creating Your Own WebStore 231</p><p>Building a Yahoo! Merchant Website 233</p><p>Subscription Levels 233</p><p>Unique Features 234</p><p>Creating Your Own Yahoo! Store 235</p><p>Exploring Other Pre-Designed Storefronts 236</p><p><b>18 Managing Online Sales</b> <b>241</b></p><p>Managing Your Inventory 241</p><p>Managing Your Sales 243</p><p>Managing Your Customers 245</p><p><b>19 Choosing an Online Payment System</b> <b>249</b></p><p>Accepting Payments with PayPal 249</p><p>Pros and Cons of PayPal 250</p><p>Signing Up for PayPal 251</p><p>Understanding PayPal Fees 252</p><p>Adding PayPal to Your Website 253</p><p>Collecting PayPal Payments 254</p><p>Accepting Payments with Google Checkout 255</p><p>Pros and Cons of Google Checkout 255</p><p>Understanding Google Checkout Fees 256</p><p>Setting Up a Google Checkout Account 257</p><p>Choosing a Google Checkout Service 257</p><p>Adding Google Checkout to Your Website 258</p><p>Collecting Google Checkout Payments 259</p><p>Withdrawing Google Checkout Funds 260</p><p>Integrating Google Checkout with Google AdWords 260</p><p>Accepting Payments with Checkout by Amazon 261</p><p>Pros and Cons of Checkout by Amazon 261</p><p>Understanding Checkout by Amazon Fees 262</p><p>Setting Up Checkout by Amazon 262</p><p>Establishing Your Own Merchant Credit Card Account 263</p><p>Pros and Cons of a Merchant Account 264</p><p>Choosing a Credit Card Processor 265</p><p><b>20 Promoting Your E-Commerce Website</b> <b>267</b></p><p>Putting Together a Marketing Plan 267</p><p>Optimizing Your Site for Search Engines 269</p><p>All About Search Engine Marketing--and SEO 269</p><p>SEO Tip #1: Fine-Tune Your Keywords 269</p><p>SEO Tip #2: Tweak Your <META> and <TITLE> Tags 271</p><p>SEO Tip #3: Solicit Inbound Links from Other Sites 271</p><p>SEO Tip #4: Submit Your Site to the Major Search Engines 272</p><p>SEO Tip #5: Use Text Instead of Images 274</p><p>Submitting Your Products to Comparison Shopping Sites 275</p><p>How Comparison Shopping Sites Work 275</p><p>Examining the Major Comparison Shopping Sites 276</p><p>Submitting Your Listings to Comparison Shopping Sites 278</p><p>Creating and Uploading a Data File 279</p><p>Buying PPC Advertising 280</p><p>How Important Is PPC Advertising? 280</p><p>Purchasing Keywords 281</p><p>Paying by the Click 282</p><p>Evaluating the Big PPC Ad Networks 283</p><p>Creating a PPC Campaign 285</p><p>Buying Display Ads 286</p><p>Engaging in Email Marketing 287</p><p>Marketing on YouTube 288</p><p>Marketing to the Blogosphere 289</p><p>Conducting Online Public Relations 290</p><p><b>21 Migrating Your eBay Business to Your Own Website</b> <b>293</b></p><p>Does Migrating to Your Own Online Store Make Sense? 293</p><p>Comparing Costs 293</p><p>Comparing Effort 295</p><p>Which Items Should You Migrate? 295</p><p>Changing Your Business Model and Processes 296</p><p>Making the Move 297</p><p><b>22 Selling in Multiple Channels</b> <b>301</b></p><p>What Is Multichannel Selling--and How Does It Work? 301</p><p>Pros and Cons of Multichannel Selling 302</p><p>Benefits of Multichannel Selling 302</p><p>Drawbacks of Multichannel Selling 303</p><p>When Does Multichannel Selling Make Sense--and When Is It a Recipe for Disaster? 305</p><p>Managing Inventory Across Channels 306</p><p>Creating a Multichannel Marketing Plan 307</p><p><b>Index</b> <b>311</b></p>",
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"description": "<p><b>REMEMBER WHEN eBay USED TO BE A GREAT PLACE FOR SMALL SELLERS TO BECOME BIG SELLERS? </b></p><p>Unfortunately, recent changes at eBay have made online auctions less reliable and profitable. So where can you sell when you can't sell on eBay? Online auctions are the past; fixed-price selling is the future. It's time to move beyond eBay and first-generation online selling and start Selling Online 2.0. Second generation online selling means migrating from eBay to other online marketplaces, including craigslist, Amazon, and your own e-commerce website. You'll need to make some new plans, learn some new skills, and change some of the things you do--but you'll find that there's more money to be made on your own than relying on traditional eBay online auction sales.</p><ul><li>Put together a plan to maintain your sales level and profitability--to counteract eBay's changes</li><li>Discover how to shift from auction sales to fixed-priced listings on the eBay marketplace</li><li>Find out if running an eBay Store or selling on Half.com makes sense for your business</li><li>Learn out how to sell locally on craigslist and other online classifieds sites</li><li>Discover how to sell fixed-price merchandise on the Amazon marketplace</li><li>Find out how to launch your own e-commerce website--and promote your online store</li><li>Learn how to sell products across multiple channels--and manage multichannel conflicts</li></ul><p> </p><p><b>Introduction</b> <b>1</b></p><p>What's in This Book 2</p><p>Who Can Use This Book 3</p><p>How to Use This Book 3</p><p>There's More Online... 4</p><p>Making the Move 4</p><p><b>I BEYOND ONLINE AUCTIONS: CREATING A SUCCESSFUL ONLINE BUSINESS</b> <b>5</b></p><p><b>1 The Problem with Online Auctions</b> <b>7</b></p><p>What eBay <i>Used </i>to Be Like... 7</p><p>Why Is eBay Abandoning Smaller Sellers? 10</p><p>Changes Are Afoot--and You Probably Won't Like Them 12</p><p>Emphasizing Fixed-Price Sales over Auction Sales 12</p><p>Changes to the Fee Structure 12</p><p>Changes to the Payment System 14</p><p>Changes to the Feedback System 15</p><p>Changes to Search Results 15</p><p>eBay's Deal with Buy.com 16</p><p>How Do eBay's Changes Affect You? 16</p><p><b>2 Planning for Selling Success</b> <b>19</b></p><p>Planning for Life Beyond eBay Auctions 19</p><p>Asking--and Answering--Key Questions 20</p><p>What Type of Merchandise Do You Want to Sell? 20</p><p>How Much Money Do You Want to Make? 21</p><p>How Do You Intend to Manage Your Business? 23</p><p>Where Do You Want to Sell? 25</p><p>Conceiving a Business Plan 26</p><p>Understanding the Components of a Useful Business Plan 28</p><p>Mission 29</p><p>Opportunity 30</p><p>Strategy 30</p><p>Organization and Operations 31</p><p>Strengths and Weaknesses 31</p><p>Financials 31</p><p>Writing Your Business Plan 32</p><p>Implementing Your Business Plan 33</p><p><b>II FIXED-PRICE SELLING ON EBAY</b> <b>35</b></p><p><b>3 </b><b>Migrating to Fixed-Price Listings</b> <b>37</b></p><p>Why Fixed-Priced Sales Are the Way to Go 37</p><p>Comparing Fees 38</p><p>Comparing Listing Lengths 40</p><p>Factoring in Customer Demand 41</p><p>Different Ways to Sell at a Fixed Pric 42</p><p>Understanding eBay's Fixed-Price Listings 43</p><p>Understanding eBay's Buy It Now Auctions 44</p><p>Understanding eBay Stores 46</p><p>Understanding Half.com 47</p><p>Creating an eBay Fixed-Price Listing 50</p><p>Creating an Auction Listing with a Buy It Now Price 51</p><p>Managing Fixed-Price Sales 52</p><p>Before the Sale: Setting the Price 53</p><p>After the Sale: Payment and Shipping 53</p><p><b>4 Fixed-Price Selling in an eBay Store</b> <b>57</b></p><p>What Is an eBay Store? 57</p><p>Benefits of Opening Your Own eBay Store 59</p><p>Challenges of eBay Store Selling 60</p><p>Understanding eBay Store Subscription Levels 61</p><p>Understanding Insertion Fees and FVFs 63</p><p>How to Open an eBay Store 63</p><p>Further Customizing Your eBay Store 67</p><p>Managing Your eBay Store 68</p><p>Listing Merchandise for Sale in Your eBay Store 70</p><p>Handling eBay Store Sales 71</p><p>Marking Down Your Merchandise 72</p><p>Viewing eBay Store Reports 73</p><p><b>5 Fixed-Price Selling on Half.com</b> <b>77</b></p><p>Getting to Know Half.com 77</p><p>Understanding the Half.com Shopping Experience 79</p><p>Understanding Half.com Fees 80</p><p>Listing on Half.com 81</p><p>Pricing Your Half.com Items 83</p><p>Calculating Shipping and Handling Charges 84</p><p>Managing Half.com Sales 85</p><p><b>6 Promoting Your Fixed-Price eBay Sales</b> <b>87</b></p><p>Promoting Your Fixed-Price Listings on the eBay Site 87</p><p>Optimizing Your Listings for eBay Search 88</p><p>Linking from Other Sites to Your eBay Listings 90</p><p>Promoting Your eBay Store 90</p><p>Seeding Listings into the Traditional eBay Marketplace 91</p><p>Enabling Cross-Promotions 91</p><p>Creating an Email Mailing List 92</p><p>Linking to Your eBay Store 94</p><p>Adding a Stores Widget to Your Blog or Website 95</p><p>Creating a Listing Feed 95</p><p>Exporting Your Listings to Search Engines and Shopping Sites 96</p><p>Advertising on the eBay Site with AdCommerce 97</p><p>Advertising Across the Web with Google AdWords 99</p><p>Promoting Your Store in the Real World 101</p><p>Promoting Your Half.com Listings 102</p><p><b>III SELLING VIA CRAIGSLIST ONLINE CLASSIFIEDS</b> <b>105</b></p><p><b>7 Online Classifieds: Are They Right for Your Business?</b> <b> 107</b></p><p>Understanding Online Classifieds 107</p><p>Examining Major Online Classifieds Sites 110</p><p>craigslist 110</p><p>Oodle 111</p><p>Kijiji 113</p><p>backpage.com 114</p><p>LiveDea 115</p><p>Google Base 116</p><p>The Pros and Cons of Selling via Online Classifieds 117</p><p>Pros of Online Classifieds Selling 117</p><p>Cons of Online Classifieds Selling 118</p><p>Do Online Classifieds Make Sense for Your Business? 120</p><p>The Best Businesses for Migrating to Online Classifieds 120</p><p>The Worst Businesses for Migrating to Online Classifieds 121</p><p><b>8 Doing Business on craigslist</b> <b>125</b></p><p>Understanding craigslist 125</p><p>Navigating craigslist Listings 126</p><p>Before You List... 129</p><p>Listing an Item for Sale 130</p><p>Formatting Your Item Description 133</p><p>Using HTML Formatting 133</p><p>Inserting Images into Your Listings 134</p><p>Managing Your Listings 135</p><p>Editing a Listing 135</p><p>Deleting a Listing 136</p><p>Making a Sale 136</p><p><b>9 Migrating from Online Auctions to Online Classifieds</b> <b>139</b></p><p>What Items Should You Move to craigslist? 139</p><p>Changing Your Business Model 141</p><p>Going Local 141</p><p>Pickups,No Shipping 142</p><p>Cash Is King 143</p><p>We Don't Need No Stinking Tools 143</p><p>It's the Wild West 144</p><p>Businesses Aren't Always Accepted 144</p><p>Making the Move 145</p><p><b>10 Promoting Your craigslist Business</b> <b>147</b></p><p>Choosing the Right Community and Category 147</p><p>Optimizing Your Listings for Search 148</p><p>Keeping Your Ad at the Top of the List 148</p><p><b>IV SELLING ON THE AMAZON MARKETPLACE</b> <b>151</b></p><p><b>11 </b><b>The Amazon Marketplace: Is It Right for Your Business?</b> <b> 153</b></p><p>Understanding the Amazon Marketplace 153</p><p>What the Buyers See 154</p><p>The Many Ways to Sell on Amazon 156</p><p>Selling Individual Items on the Amazon Marketplace 157</p><p>Understanding the Amazon Marketplace 158</p><p>Understanding Amazon's Fees 159</p><p>Selling as a Pro Merchant 161</p><p>Selling on Amazon via Selling on Amazon 162</p><p>Selling in an Amazon WebStore 163</p><p>Using Amazon to Fulfill Your Orders 163</p><p>How It Works 164</p><p>Understanding Fulfillment Pricing 164</p><p>The Pros and Cons of Selling on Amazon 166</p><p>Selling on Amazon: Pros 166</p><p>Selling on Amazon: Cons 167</p><p><b>12 Doing Business in the Amazon Marketplace</b> <b>169</b></p><p>Listing Individual Items in the Amazon Marketplace 169</p><p>Listing Your First Item 69</p><p>Managing Your Account and Inventory 173</p><p>Selling an Item 175</p><p>Setting Up Your Amazon Storefront 176</p><p>Moving to the Pro Merchant Program 177</p><p>Upgrading to Pro Merchant Status 177</p><p>Uploading Multiple Listings 178</p><p>Creating a Product Detail Page 180</p><p><b>13 Migrating Your eBay Business to Amazon</b> <b>185</b></p><p>Does Migrating to Amazon Make Sense? 85</p><p>Comparing Fees 185</p><p>Comparing Sales and Effort 187</p><p>Which Items Should You Migrate? 188</p><p>Evolving Your Business Model 189</p><p>Making the Move 190</p><p><b>14 Promoting Your Amazon Business</b> <b>193</b></p><p>Keeping Your Listings Competitive 193</p><p>Competing on Feedback 194</p><p>Placing Product Ads on the Amazon Site 196</p><p>Advertising Your Business with a Display Ad 197</p><p><b>V SELLING ON YOUR OWN WEBSITE</b> <b>201</b></p><p><b>15 Establishing Your Own Website: Is It Right for Your Business?</b> <b> 203</b></p><p>Building an Online Store--What's Involved? 203</p><p>The Components of an E-Commerce Website 203</p><p>Different Ways to Build a Store 206</p><p>How Much Does It Cost? 207</p><p>Pros and Cons of Running Your Own Website 208</p><p>Pros of Running Your Own Online Store 208</p><p>Cons of Running Your Own Online Store 209</p><p>Does an Online Store Make Sense for Your Business? 211</p><p><b>16 Planning Your Online Presence</b> <b>215</b></p><p>Step One: Create Your Plan and Define Your Goals 215</p><p>Step Two:Determine What You're Selling 216</p><p>Step Three: Choose a Hosting Service 216</p><p>Step Four: Build Your Website 217</p><p>Step Five: Choose an Online Payment Service 218</p><p>Step Six: Plan Your Promotion 219</p><p>Step Seven: Launch Your Site 220</p><p>Step Eight: Evaluate Your Performance 221</p><p><b>17 Setting Up an E-Commerce Website</b> <b>223</b></p><p>Choosing a Hosting Service 223</p><p>Features to Look For 224</p><p>Comparing Prices 226</p><p>Using eBay ProStores 227</p><p>ProStores for eBay Sellers 227</p><p>Subscription Levels 228</p><p>Getting Started with ProStores 229</p><p>Building an Amazon WebStore Store 230</p><p>Inside an Amazon WebStore Store 230</p><p>Creating Your Own WebStore 231</p><p>Building a Yahoo! Merchant Website 233</p><p>Subscription Levels 233</p><p>Unique Features 234</p><p>Creating Your Own Yahoo! Store 235</p><p>Exploring Other Pre-Designed Storefronts 236</p><p><b>18 Managing Online Sales</b> <b>241</b></p><p>Managing Your Inventory 241</p><p>Managing Your Sales 243</p><p>Managing Your Customers 245</p><p><b>19 Choosing an Online Payment System</b> <b>249</b></p><p>Accepting Payments with PayPal 249</p><p>Pros and Cons of PayPal 250</p><p>Signing Up for PayPal 251</p><p>Understanding PayPal Fees 252</p><p>Adding PayPal to Your Website 253</p><p>Collecting PayPal Payments 254</p><p>Accepting Payments with Google Checkout 255</p><p>Pros and Cons of Google Checkout 255</p><p>Understanding Google Checkout Fees 256</p><p>Setting Up a Google Checkout Account 257</p><p>Choosing a Google Checkout Service 257</p><p>Adding Google Checkout to Your Website 258</p><p>Collecting Google Checkout Payments 259</p><p>Withdrawing Google Checkout Funds 260</p><p>Integrating Google Checkout with Google AdWords 260</p><p>Accepting Payments with Checkout by Amazon 261</p><p>Pros and Cons of Checkout by Amazon 261</p><p>Understanding Checkout by Amazon Fees 262</p><p>Setting Up Checkout by Amazon 262</p><p>Establishing Your Own Merchant Credit Card Account 263</p><p>Pros and Cons of a Merchant Account 264</p><p>Choosing a Credit Card Processor 265</p><p><b>20 Promoting Your E-Commerce Website</b> <b>267</b></p><p>Putting Together a Marketing Plan 267</p><p>Optimizing Your Site for Search Engines 269</p><p>All About Search Engine Marketing--and SEO 269</p><p>SEO Tip #1: Fine-Tune Your Keywords 269</p><p>SEO Tip #2: Tweak Your <META> and <TITLE> Tags 271</p><p>SEO Tip #3: Solicit Inbound Links from Other Sites 271</p><p>SEO Tip #4: Submit Your Site to the Major Search Engines 272</p><p>SEO Tip #5: Use Text Instead of Images 274</p><p>Submitting Your Products to Comparison Shopping Sites 275</p><p>How Comparison Shopping Sites Work 275</p><p>Examining the Major Comparison Shopping Sites 276</p><p>Submitting Your Listings to Comparison Shopping Sites 278</p><p>Creating and Uploading a Data File 279</p><p>Buying PPC Advertising 280</p><p>How Important Is PPC Advertising? 280</p><p>Purchasing Keywords 281</p><p>Paying by the Click 282</p><p>Evaluating the Big PPC Ad Networks 283</p><p>Creating a PPC Campaign 285</p><p>Buying Display Ads 286</p><p>Engaging in Email Marketing 287</p><p>Marketing on YouTube 288</p><p>Marketing to the Blogosphere 289</p><p>Conducting Online Public Relations 290</p><p><b>21 Migrating Your eBay Business to Your Own Website</b> <b>293</b></p><p>Does Migrating to Your Own Online Store Make Sense? 293</p><p>Comparing Costs 293</p><p>Comparing Effort 295</p><p>Which Items Should You Migrate? 295</p><p>Changing Your Business Model and Processes 296</p><p>Making the Move 297</p><p><b>22 Selling in Multiple Channels</b> <b>301</b></p><p>What Is Multichannel Selling--and How Does It Work? 301</p><p>Pros and Cons of Multichannel Selling 302</p><p>Benefits of Multichannel Selling 302</p><p>Drawbacks of Multichannel Selling 303</p><p>When Does Multichannel Selling Make Sense--and When Is It a Recipe for Disaster? 305</p><p>Managing Inventory Across Channels 306</p><p>Creating a Multichannel Marketing Plan 307</p><p><b>Index</b> <b>311</b></p>",
"bookFormat": "Paperback",
"numberOfPages": "360",
"datePublished": "20090430",
"isbn": "9780789739742",
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"name": "Michael Miller"
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"name": "Pearson Education (US)"
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Online 2.0: Migrating from eBay to Amazon, craigslist, and Your Own E-Commerce Website","metaDescription":"Buy Selling Online 2.0: Migrating from eBay to Amazon, craigslist, and Your Own E-Commerce Website from World of Books today. This second hand book is in very good condition and comes with free delivery in Australia. Browse our whole digital lifestyle collection for more great value used books online. ISBN-10: 0789739747","name":"Selling Online 2.0 By Michael Miller","description":"\u003Cp\u003E\u003Cb\u003EREMEMBER WHEN eBay USED TO BE A GREAT PLACE FOR SMALL SELLERS TO BECOME BIG SELLERS? \u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EUnfortunately, recent changes at eBay have made online auctions less reliable and profitable. So where can you sell when you can't sell on eBay? Online auctions are the past; fixed-price selling is the future. It's time to move beyond eBay and first-generation online selling and start Selling Online 2.0. Second generation online selling means migrating from eBay to other online marketplaces, including craigslist, Amazon, and your own e-commerce website. You'll need to make some new plans, learn some new skills, and change some of the things you do--but you'll find that there's more money to be made on your own than relying on traditional eBay online auction sales.\u003C\u002Fp\u003E\u003Cul\u003E\u003Cli\u003EPut together a plan to maintain your sales level and profitability--to counteract eBay's changes\u003C\u002Fli\u003E\u003Cli\u003EDiscover how to shift from auction sales to fixed-priced listings on the eBay marketplace\u003C\u002Fli\u003E\u003Cli\u003EFind out if running an eBay Store or selling on Half.com makes sense for your business\u003C\u002Fli\u003E\u003Cli\u003ELearn out how to sell locally on craigslist and other online classifieds sites\u003C\u002Fli\u003E\u003Cli\u003EDiscover how to sell fixed-price merchandise on the Amazon marketplace\u003C\u002Fli\u003E\u003Cli\u003EFind out how to launch your own e-commerce website--and promote your online store\u003C\u002Fli\u003E\u003Cli\u003ELearn how to sell products across multiple channels--and manage multichannel conflicts\u003C\u002Fli\u003E\u003C\u002Ful\u003E\u003Cp\u003E \u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003EIntroduction\u003C\u002Fb\u003E \u003Cb\u003E1\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EWhat's in This Book 2\u003C\u002Fp\u003E\u003Cp\u003EWho Can Use This Book 3\u003C\u002Fp\u003E\u003Cp\u003EHow to Use This Book 3\u003C\u002Fp\u003E\u003Cp\u003EThere's More Online... 4\u003C\u002Fp\u003E\u003Cp\u003EMaking the Move 4\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003EI BEYOND ONLINE AUCTIONS: CREATING A SUCCESSFUL ONLINE BUSINESS\u003C\u002Fb\u003E \u003Cb\u003E5\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E1 The Problem with Online Auctions\u003C\u002Fb\u003E \u003Cb\u003E7\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EWhat eBay \u003Ci\u003EUsed \u003C\u002Fi\u003Eto Be Like... 7\u003C\u002Fp\u003E\u003Cp\u003EWhy Is eBay Abandoning Smaller Sellers? 10\u003C\u002Fp\u003E\u003Cp\u003EChanges Are Afoot--and You Probably Won't Like Them 12\u003C\u002Fp\u003E\u003Cp\u003EEmphasizing Fixed-Price Sales over Auction Sales 12\u003C\u002Fp\u003E\u003Cp\u003EChanges to the Fee Structure 12\u003C\u002Fp\u003E\u003Cp\u003EChanges to the Payment System 14\u003C\u002Fp\u003E\u003Cp\u003EChanges to the Feedback System 15\u003C\u002Fp\u003E\u003Cp\u003EChanges to Search Results 15\u003C\u002Fp\u003E\u003Cp\u003EeBay's Deal with Buy.com 16\u003C\u002Fp\u003E\u003Cp\u003EHow Do eBay's Changes Affect You? 16\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E2 Planning for Selling Success\u003C\u002Fb\u003E \u003Cb\u003E19\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EPlanning for Life Beyond eBay Auctions 19\u003C\u002Fp\u003E\u003Cp\u003EAsking--and Answering--Key Questions 20\u003C\u002Fp\u003E\u003Cp\u003EWhat Type of Merchandise Do You Want to Sell? 20\u003C\u002Fp\u003E\u003Cp\u003EHow Much Money Do You Want to Make? 21\u003C\u002Fp\u003E\u003Cp\u003EHow Do You Intend to Manage Your Business? 23\u003C\u002Fp\u003E\u003Cp\u003EWhere Do You Want to Sell? 25\u003C\u002Fp\u003E\u003Cp\u003EConceiving a Business Plan 26\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding the Components of a Useful Business Plan 28\u003C\u002Fp\u003E\u003Cp\u003EMission 29\u003C\u002Fp\u003E\u003Cp\u003EOpportunity 30\u003C\u002Fp\u003E\u003Cp\u003EStrategy 30\u003C\u002Fp\u003E\u003Cp\u003EOrganization and Operations 31\u003C\u002Fp\u003E\u003Cp\u003EStrengths and Weaknesses 31\u003C\u002Fp\u003E\u003Cp\u003EFinancials 31\u003C\u002Fp\u003E\u003Cp\u003EWriting Your Business Plan 32\u003C\u002Fp\u003E\u003Cp\u003EImplementing Your Business Plan 33\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003EII FIXED-PRICE SELLING ON EBAY\u003C\u002Fb\u003E \u003Cb\u003E35\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E3 \u003C\u002Fb\u003E\u003Cb\u003EMigrating to Fixed-Price Listings\u003C\u002Fb\u003E \u003Cb\u003E37\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EWhy Fixed-Priced Sales Are the Way to Go 37\u003C\u002Fp\u003E\u003Cp\u003EComparing Fees 38\u003C\u002Fp\u003E\u003Cp\u003EComparing Listing Lengths 40\u003C\u002Fp\u003E\u003Cp\u003EFactoring in Customer Demand 41\u003C\u002Fp\u003E\u003Cp\u003EDifferent Ways to Sell at a Fixed Pric 42\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding eBay's Fixed-Price Listings 43\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding eBay's Buy It Now Auctions 44\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding eBay Stores 46\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding Half.com 47\u003C\u002Fp\u003E\u003Cp\u003ECreating an eBay Fixed-Price Listing 50\u003C\u002Fp\u003E\u003Cp\u003ECreating an Auction Listing with a Buy It Now Price 51\u003C\u002Fp\u003E\u003Cp\u003EManaging Fixed-Price Sales 52\u003C\u002Fp\u003E\u003Cp\u003EBefore the Sale: Setting the Price 53\u003C\u002Fp\u003E\u003Cp\u003EAfter the Sale: Payment and Shipping 53\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E4 Fixed-Price Selling in an eBay Store\u003C\u002Fb\u003E \u003Cb\u003E57\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EWhat Is an eBay Store? 57\u003C\u002Fp\u003E\u003Cp\u003EBenefits of Opening Your Own eBay Store 59\u003C\u002Fp\u003E\u003Cp\u003EChallenges of eBay Store Selling 60\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding eBay Store Subscription Levels 61\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding Insertion Fees and FVFs 63\u003C\u002Fp\u003E\u003Cp\u003EHow to Open an eBay Store 63\u003C\u002Fp\u003E\u003Cp\u003EFurther Customizing Your eBay Store 67\u003C\u002Fp\u003E\u003Cp\u003EManaging Your eBay Store 68\u003C\u002Fp\u003E\u003Cp\u003EListing Merchandise for Sale in Your eBay Store 70\u003C\u002Fp\u003E\u003Cp\u003EHandling eBay Store Sales 71\u003C\u002Fp\u003E\u003Cp\u003EMarking Down Your Merchandise 72\u003C\u002Fp\u003E\u003Cp\u003EViewing eBay Store Reports 73\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E5 Fixed-Price Selling on Half.com\u003C\u002Fb\u003E \u003Cb\u003E77\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EGetting to Know Half.com 77\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding the Half.com Shopping Experience 79\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding Half.com Fees 80\u003C\u002Fp\u003E\u003Cp\u003EListing on Half.com 81\u003C\u002Fp\u003E\u003Cp\u003EPricing Your Half.com Items 83\u003C\u002Fp\u003E\u003Cp\u003ECalculating Shipping and Handling Charges 84\u003C\u002Fp\u003E\u003Cp\u003EManaging Half.com Sales 85\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E6 Promoting Your Fixed-Price eBay Sales\u003C\u002Fb\u003E \u003Cb\u003E87\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EPromoting Your Fixed-Price Listings on the eBay Site 87\u003C\u002Fp\u003E\u003Cp\u003EOptimizing Your Listings for eBay Search 88\u003C\u002Fp\u003E\u003Cp\u003ELinking from Other Sites to Your eBay Listings 90\u003C\u002Fp\u003E\u003Cp\u003EPromoting Your eBay Store 90\u003C\u002Fp\u003E\u003Cp\u003ESeeding Listings into the Traditional eBay Marketplace 91\u003C\u002Fp\u003E\u003Cp\u003EEnabling Cross-Promotions 91\u003C\u002Fp\u003E\u003Cp\u003ECreating an Email Mailing List 92\u003C\u002Fp\u003E\u003Cp\u003ELinking to Your eBay Store 94\u003C\u002Fp\u003E\u003Cp\u003EAdding a Stores Widget to Your Blog or Website 95\u003C\u002Fp\u003E\u003Cp\u003ECreating a Listing Feed 95\u003C\u002Fp\u003E\u003Cp\u003EExporting Your Listings to Search Engines and Shopping Sites 96\u003C\u002Fp\u003E\u003Cp\u003EAdvertising on the eBay Site with AdCommerce 97\u003C\u002Fp\u003E\u003Cp\u003EAdvertising Across the Web with Google AdWords 99\u003C\u002Fp\u003E\u003Cp\u003EPromoting Your Store in the Real World 101\u003C\u002Fp\u003E\u003Cp\u003EPromoting Your Half.com Listings 102\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003EIII SELLING VIA CRAIGSLIST ONLINE CLASSIFIEDS\u003C\u002Fb\u003E \u003Cb\u003E105\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E7 Online Classifieds: Are They Right for Your Business?\u003C\u002Fb\u003E \u003Cb\u003E 107\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding Online Classifieds 107\u003C\u002Fp\u003E\u003Cp\u003EExamining Major Online Classifieds Sites 110\u003C\u002Fp\u003E\u003Cp\u003Ecraigslist 110\u003C\u002Fp\u003E\u003Cp\u003EOodle 111\u003C\u002Fp\u003E\u003Cp\u003EKijiji 113\u003C\u002Fp\u003E\u003Cp\u003Ebackpage.com 114\u003C\u002Fp\u003E\u003Cp\u003ELiveDea 115\u003C\u002Fp\u003E\u003Cp\u003EGoogle Base 116\u003C\u002Fp\u003E\u003Cp\u003EThe Pros and Cons of Selling via Online Classifieds 117\u003C\u002Fp\u003E\u003Cp\u003EPros of Online Classifieds Selling 117\u003C\u002Fp\u003E\u003Cp\u003ECons of Online Classifieds Selling 118\u003C\u002Fp\u003E\u003Cp\u003EDo Online Classifieds Make Sense for Your Business? 120\u003C\u002Fp\u003E\u003Cp\u003EThe Best Businesses for Migrating to Online Classifieds 120\u003C\u002Fp\u003E\u003Cp\u003EThe Worst Businesses for Migrating to Online Classifieds 121\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E8 Doing Business on craigslist\u003C\u002Fb\u003E \u003Cb\u003E125\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding craigslist 125\u003C\u002Fp\u003E\u003Cp\u003ENavigating craigslist Listings 126\u003C\u002Fp\u003E\u003Cp\u003EBefore You List... 129\u003C\u002Fp\u003E\u003Cp\u003EListing an Item for Sale 130\u003C\u002Fp\u003E\u003Cp\u003EFormatting Your Item Description 133\u003C\u002Fp\u003E\u003Cp\u003EUsing HTML Formatting 133\u003C\u002Fp\u003E\u003Cp\u003EInserting Images into Your Listings 134\u003C\u002Fp\u003E\u003Cp\u003EManaging Your Listings 135\u003C\u002Fp\u003E\u003Cp\u003EEditing a Listing 135\u003C\u002Fp\u003E\u003Cp\u003EDeleting a Listing 136\u003C\u002Fp\u003E\u003Cp\u003EMaking a Sale 136\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E9 Migrating from Online Auctions to Online Classifieds\u003C\u002Fb\u003E \u003Cb\u003E139\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EWhat Items Should You Move to craigslist? 139\u003C\u002Fp\u003E\u003Cp\u003EChanging Your Business Model 141\u003C\u002Fp\u003E\u003Cp\u003EGoing Local 141\u003C\u002Fp\u003E\u003Cp\u003EPickups,No Shipping 142\u003C\u002Fp\u003E\u003Cp\u003ECash Is King 143\u003C\u002Fp\u003E\u003Cp\u003EWe Don't Need No Stinking Tools 143\u003C\u002Fp\u003E\u003Cp\u003EIt's the Wild West 144\u003C\u002Fp\u003E\u003Cp\u003EBusinesses Aren't Always Accepted 144\u003C\u002Fp\u003E\u003Cp\u003EMaking the Move 145\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E10 Promoting Your craigslist Business\u003C\u002Fb\u003E \u003Cb\u003E147\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EChoosing the Right Community and Category 147\u003C\u002Fp\u003E\u003Cp\u003EOptimizing Your Listings for Search 148\u003C\u002Fp\u003E\u003Cp\u003EKeeping Your Ad at the Top of the List 148\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003EIV SELLING ON THE AMAZON MARKETPLACE\u003C\u002Fb\u003E \u003Cb\u003E151\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E11 \u003C\u002Fb\u003E\u003Cb\u003EThe Amazon Marketplace: Is It Right for Your Business?\u003C\u002Fb\u003E \u003Cb\u003E 153\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding the Amazon Marketplace 153\u003C\u002Fp\u003E\u003Cp\u003EWhat the Buyers See 154\u003C\u002Fp\u003E\u003Cp\u003EThe Many Ways to Sell on Amazon 156\u003C\u002Fp\u003E\u003Cp\u003ESelling Individual Items on the Amazon Marketplace 157\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding the Amazon Marketplace 158\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding Amazon's Fees 159\u003C\u002Fp\u003E\u003Cp\u003ESelling as a Pro Merchant 161\u003C\u002Fp\u003E\u003Cp\u003ESelling on Amazon via Selling on Amazon 162\u003C\u002Fp\u003E\u003Cp\u003ESelling in an Amazon WebStore 163\u003C\u002Fp\u003E\u003Cp\u003EUsing Amazon to Fulfill Your Orders 163\u003C\u002Fp\u003E\u003Cp\u003EHow It Works 164\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding Fulfillment Pricing 164\u003C\u002Fp\u003E\u003Cp\u003EThe Pros and Cons of Selling on Amazon 166\u003C\u002Fp\u003E\u003Cp\u003ESelling on Amazon: Pros 166\u003C\u002Fp\u003E\u003Cp\u003ESelling on Amazon: Cons 167\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E12 Doing Business in the Amazon Marketplace\u003C\u002Fb\u003E \u003Cb\u003E169\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EListing Individual Items in the Amazon Marketplace 169\u003C\u002Fp\u003E\u003Cp\u003EListing Your First Item 69\u003C\u002Fp\u003E\u003Cp\u003EManaging Your Account and Inventory 173\u003C\u002Fp\u003E\u003Cp\u003ESelling an Item 175\u003C\u002Fp\u003E\u003Cp\u003ESetting Up Your Amazon Storefront 176\u003C\u002Fp\u003E\u003Cp\u003EMoving to the Pro Merchant Program 177\u003C\u002Fp\u003E\u003Cp\u003EUpgrading to Pro Merchant Status 177\u003C\u002Fp\u003E\u003Cp\u003EUploading Multiple Listings 178\u003C\u002Fp\u003E\u003Cp\u003ECreating a Product Detail Page 180\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E13 Migrating Your eBay Business to Amazon\u003C\u002Fb\u003E \u003Cb\u003E185\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EDoes Migrating to Amazon Make Sense? 85\u003C\u002Fp\u003E\u003Cp\u003EComparing Fees 185\u003C\u002Fp\u003E\u003Cp\u003EComparing Sales and Effort 187\u003C\u002Fp\u003E\u003Cp\u003EWhich Items Should You Migrate? 188\u003C\u002Fp\u003E\u003Cp\u003EEvolving Your Business Model 189\u003C\u002Fp\u003E\u003Cp\u003EMaking the Move 190\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E14 Promoting Your Amazon Business\u003C\u002Fb\u003E \u003Cb\u003E193\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EKeeping Your Listings Competitive 193\u003C\u002Fp\u003E\u003Cp\u003ECompeting on Feedback 194\u003C\u002Fp\u003E\u003Cp\u003EPlacing Product Ads on the Amazon Site 196\u003C\u002Fp\u003E\u003Cp\u003EAdvertising Your Business with a Display Ad 197\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003EV SELLING ON YOUR OWN WEBSITE\u003C\u002Fb\u003E \u003Cb\u003E201\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E15 Establishing Your Own Website: Is It Right for Your Business?\u003C\u002Fb\u003E \u003Cb\u003E 203\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EBuilding an Online Store--What's Involved? 203\u003C\u002Fp\u003E\u003Cp\u003EThe Components of an E-Commerce Website 203\u003C\u002Fp\u003E\u003Cp\u003EDifferent Ways to Build a Store 206\u003C\u002Fp\u003E\u003Cp\u003EHow Much Does It Cost? 207\u003C\u002Fp\u003E\u003Cp\u003EPros and Cons of Running Your Own Website 208\u003C\u002Fp\u003E\u003Cp\u003EPros of Running Your Own Online Store 208\u003C\u002Fp\u003E\u003Cp\u003ECons of Running Your Own Online Store 209\u003C\u002Fp\u003E\u003Cp\u003EDoes an Online Store Make Sense for Your Business? 211\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E16 Planning Your Online Presence\u003C\u002Fb\u003E \u003Cb\u003E215\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EStep One: Create Your Plan and Define Your Goals 215\u003C\u002Fp\u003E\u003Cp\u003EStep Two:Determine What You're Selling 216\u003C\u002Fp\u003E\u003Cp\u003EStep Three: Choose a Hosting Service 216\u003C\u002Fp\u003E\u003Cp\u003EStep Four: Build Your Website 217\u003C\u002Fp\u003E\u003Cp\u003EStep Five: Choose an Online Payment Service 218\u003C\u002Fp\u003E\u003Cp\u003EStep Six: Plan Your Promotion 219\u003C\u002Fp\u003E\u003Cp\u003EStep Seven: Launch Your Site 220\u003C\u002Fp\u003E\u003Cp\u003EStep Eight: Evaluate Your Performance 221\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E17 Setting Up an E-Commerce Website\u003C\u002Fb\u003E \u003Cb\u003E223\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EChoosing a Hosting Service 223\u003C\u002Fp\u003E\u003Cp\u003EFeatures to Look For 224\u003C\u002Fp\u003E\u003Cp\u003EComparing Prices 226\u003C\u002Fp\u003E\u003Cp\u003EUsing eBay ProStores 227\u003C\u002Fp\u003E\u003Cp\u003EProStores for eBay Sellers 227\u003C\u002Fp\u003E\u003Cp\u003ESubscription Levels 228\u003C\u002Fp\u003E\u003Cp\u003EGetting Started with ProStores 229\u003C\u002Fp\u003E\u003Cp\u003EBuilding an Amazon WebStore Store 230\u003C\u002Fp\u003E\u003Cp\u003EInside an Amazon WebStore Store 230\u003C\u002Fp\u003E\u003Cp\u003ECreating Your Own WebStore 231\u003C\u002Fp\u003E\u003Cp\u003EBuilding a Yahoo! Merchant Website 233\u003C\u002Fp\u003E\u003Cp\u003ESubscription Levels 233\u003C\u002Fp\u003E\u003Cp\u003EUnique Features 234\u003C\u002Fp\u003E\u003Cp\u003ECreating Your Own Yahoo! Store 235\u003C\u002Fp\u003E\u003Cp\u003EExploring Other Pre-Designed Storefronts 236\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E18 Managing Online Sales\u003C\u002Fb\u003E \u003Cb\u003E241\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EManaging Your Inventory 241\u003C\u002Fp\u003E\u003Cp\u003EManaging Your Sales 243\u003C\u002Fp\u003E\u003Cp\u003EManaging Your Customers 245\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E19 Choosing an Online Payment System\u003C\u002Fb\u003E \u003Cb\u003E249\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EAccepting Payments with PayPal 249\u003C\u002Fp\u003E\u003Cp\u003EPros and Cons of PayPal 250\u003C\u002Fp\u003E\u003Cp\u003ESigning Up for PayPal 251\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding PayPal Fees 252\u003C\u002Fp\u003E\u003Cp\u003EAdding PayPal to Your Website 253\u003C\u002Fp\u003E\u003Cp\u003ECollecting PayPal Payments 254\u003C\u002Fp\u003E\u003Cp\u003EAccepting Payments with Google Checkout 255\u003C\u002Fp\u003E\u003Cp\u003EPros and Cons of Google Checkout 255\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding Google Checkout Fees 256\u003C\u002Fp\u003E\u003Cp\u003ESetting Up a Google Checkout Account 257\u003C\u002Fp\u003E\u003Cp\u003EChoosing a Google Checkout Service 257\u003C\u002Fp\u003E\u003Cp\u003EAdding Google Checkout to Your Website 258\u003C\u002Fp\u003E\u003Cp\u003ECollecting Google Checkout Payments 259\u003C\u002Fp\u003E\u003Cp\u003EWithdrawing Google Checkout Funds 260\u003C\u002Fp\u003E\u003Cp\u003EIntegrating Google Checkout with Google AdWords 260\u003C\u002Fp\u003E\u003Cp\u003EAccepting Payments with Checkout by Amazon 261\u003C\u002Fp\u003E\u003Cp\u003EPros and Cons of Checkout by Amazon 261\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding Checkout by Amazon Fees 262\u003C\u002Fp\u003E\u003Cp\u003ESetting Up Checkout by Amazon 262\u003C\u002Fp\u003E\u003Cp\u003EEstablishing Your Own Merchant Credit Card Account 263\u003C\u002Fp\u003E\u003Cp\u003EPros and Cons of a Merchant Account 264\u003C\u002Fp\u003E\u003Cp\u003EChoosing a Credit Card Processor 265\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E20 Promoting Your E-Commerce Website\u003C\u002Fb\u003E \u003Cb\u003E267\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EPutting Together a Marketing Plan 267\u003C\u002Fp\u003E\u003Cp\u003EOptimizing Your Site for Search Engines 269\u003C\u002Fp\u003E\u003Cp\u003EAll About Search Engine Marketing--and SEO 269\u003C\u002Fp\u003E\u003Cp\u003ESEO Tip #1: Fine-Tune Your Keywords 269\u003C\u002Fp\u003E\u003Cp\u003ESEO Tip #2: Tweak Your \u003CMETA\u003E and \u003CTITLE\u003E Tags 271\u003C\u002Fp\u003E\u003Cp\u003ESEO Tip #3: Solicit Inbound Links from Other Sites 271\u003C\u002Fp\u003E\u003Cp\u003ESEO Tip #4: Submit Your Site to the Major Search Engines 272\u003C\u002Fp\u003E\u003Cp\u003ESEO Tip #5: Use Text Instead of Images 274\u003C\u002Fp\u003E\u003Cp\u003ESubmitting Your Products to Comparison Shopping Sites 275\u003C\u002Fp\u003E\u003Cp\u003EHow Comparison Shopping Sites Work 275\u003C\u002Fp\u003E\u003Cp\u003EExamining the Major Comparison Shopping Sites 276\u003C\u002Fp\u003E\u003Cp\u003ESubmitting Your Listings to Comparison Shopping Sites 278\u003C\u002Fp\u003E\u003Cp\u003ECreating and Uploading a Data File 279\u003C\u002Fp\u003E\u003Cp\u003EBuying PPC Advertising 280\u003C\u002Fp\u003E\u003Cp\u003EHow Important Is PPC Advertising? 280\u003C\u002Fp\u003E\u003Cp\u003EPurchasing Keywords 281\u003C\u002Fp\u003E\u003Cp\u003EPaying by the Click 282\u003C\u002Fp\u003E\u003Cp\u003EEvaluating the Big PPC Ad Networks 283\u003C\u002Fp\u003E\u003Cp\u003ECreating a PPC Campaign 285\u003C\u002Fp\u003E\u003Cp\u003EBuying Display Ads 286\u003C\u002Fp\u003E\u003Cp\u003EEngaging in Email Marketing 287\u003C\u002Fp\u003E\u003Cp\u003EMarketing on YouTube 288\u003C\u002Fp\u003E\u003Cp\u003EMarketing to the Blogosphere 289\u003C\u002Fp\u003E\u003Cp\u003EConducting Online Public Relations 290\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E21 Migrating Your eBay Business to Your Own Website\u003C\u002Fb\u003E \u003Cb\u003E293\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EDoes Migrating to Your Own Online Store Make Sense? 293\u003C\u002Fp\u003E\u003Cp\u003EComparing Costs 293\u003C\u002Fp\u003E\u003Cp\u003EComparing Effort 295\u003C\u002Fp\u003E\u003Cp\u003EWhich Items Should You Migrate? 295\u003C\u002Fp\u003E\u003Cp\u003EChanging Your Business Model and Processes 296\u003C\u002Fp\u003E\u003Cp\u003EMaking the Move 297\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E22 Selling in Multiple Channels\u003C\u002Fb\u003E \u003Cb\u003E301\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EWhat Is Multichannel Selling--and How Does It Work? 301\u003C\u002Fp\u003E\u003Cp\u003EPros and Cons of Multichannel Selling 302\u003C\u002Fp\u003E\u003Cp\u003EBenefits of Multichannel Selling 302\u003C\u002Fp\u003E\u003Cp\u003EDrawbacks of Multichannel Selling 303\u003C\u002Fp\u003E\u003Cp\u003EWhen Does Multichannel Selling Make Sense--and When Is It a Recipe for Disaster? 305\u003C\u002Fp\u003E\u003Cp\u003EManaging Inventory Across Channels 306\u003C\u002Fp\u003E\u003Cp\u003ECreating a Multichannel Marketing Plan 307\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003EIndex\u003C\u002Fb\u003E \u003Cb\u003E311\u003C\u002Fb\u003E\u003C\u002Fp\u003E","aggregateCondition":"used_only","stockCategory":"Bronze","variants":[{"variantId":1,"sku":"GOR002046576","price":40.99,"currency":"AUD","inventoryCount":1,"productTypeDetails":{"urlSlug":"books\u002Fmichael-miller\u002Fselling-online-2-0\u002F9780789739742#GOR002046576","bindingType":"Paperback","publisher":"Pearson Education (US)","numberOfPages":360,"yearPublished":"20090430","coverNote":"Book picture is for illustrative purposes only, actual cover or edition may vary.","note":"This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.","author":"Michael Miller","isbn10":"0789739747","isbn13":"9780789739742","condition":"Very Good","prizes":"N\u002FA","shortDescription":"","title":"Selling Online 2.0","salesRank":5555555555,"exLibrary":false,"review":"","authorBiography":"\u003Cp\u003E\u003Cb\u003EMichael Miller \u003C\u002Fb\u003Ehas written more than 90 nonfiction how-to books over the past two decades, including Que's \u003Ci\u003EAbsolute Beginner's Guide to eBay, Making a Living from Your eBay Business, \u003C\u002Fi\u003Eand \u003Ci\u003ETricks of the eBay Business Masters\u003C\u002Fi\u003E. He also wrote \u003Ci\u003ETeach Yourself Business Plans in 24 Hours \u003C\u002Fi\u003Eand \u003Ci\u003EThe Complete Idiot's Guide to Search Engine Optimization \u003C\u002Fi\u003Efor Alpha Books and \u003Ci\u003EOnline Marketing Heroes: Interviews with 25 Successful Online Marketing Gurus \u003C\u002Fi\u003Efor Wiley.\u003C\u002Fp\u003E\u003Cp\u003E \u003C\u002Fp\u003E\u003Cp\u003EMr. Miller has established a reputation for clearly explaining complex topics to the average reader and for offering useful real-world advice. Find more information at his website, www.molehillgroup.com.\u003C\u002Fp\u003E","tableOfContents":"\u003Cp\u003E\u003Cb\u003EIntroduction\u003C\u002Fb\u003E \u003Cb\u003E1\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EWhat's in This Book 2\u003C\u002Fp\u003E\u003Cp\u003EWho Can Use This Book 3\u003C\u002Fp\u003E\u003Cp\u003EHow to Use This Book 3\u003C\u002Fp\u003E\u003Cp\u003EThere's More Online... 4\u003C\u002Fp\u003E\u003Cp\u003EMaking the Move 4\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003EI BEYOND ONLINE AUCTIONS: CREATING A SUCCESSFUL ONLINE BUSINESS\u003C\u002Fb\u003E \u003Cb\u003E5\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E1 The Problem with Online Auctions\u003C\u002Fb\u003E \u003Cb\u003E7\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EWhat eBay \u003Ci\u003EUsed \u003C\u002Fi\u003Eto Be Like... 7\u003C\u002Fp\u003E\u003Cp\u003EWhy Is eBay Abandoning Smaller Sellers? 10\u003C\u002Fp\u003E\u003Cp\u003EChanges Are Afoot--and You Probably Won't Like Them 12\u003C\u002Fp\u003E\u003Cp\u003EEmphasizing Fixed-Price Sales over Auction Sales 12\u003C\u002Fp\u003E\u003Cp\u003EChanges to the Fee Structure 12\u003C\u002Fp\u003E\u003Cp\u003EChanges to the Payment System 14\u003C\u002Fp\u003E\u003Cp\u003EChanges to the Feedback System 15\u003C\u002Fp\u003E\u003Cp\u003EChanges to Search Results 15\u003C\u002Fp\u003E\u003Cp\u003EeBay's Deal with Buy.com 16\u003C\u002Fp\u003E\u003Cp\u003EHow Do eBay's Changes Affect You? 16\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E2 Planning for Selling Success\u003C\u002Fb\u003E \u003Cb\u003E19\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EPlanning for Life Beyond eBay Auctions 19\u003C\u002Fp\u003E\u003Cp\u003EAsking--and Answering--Key Questions 20\u003C\u002Fp\u003E\u003Cp\u003EWhat Type of Merchandise Do You Want to Sell? 20\u003C\u002Fp\u003E\u003Cp\u003EHow Much Money Do You Want to Make? 21\u003C\u002Fp\u003E\u003Cp\u003EHow Do You Intend to Manage Your Business? 23\u003C\u002Fp\u003E\u003Cp\u003EWhere Do You Want to Sell? 25\u003C\u002Fp\u003E\u003Cp\u003EConceiving a Business Plan 26\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding the Components of a Useful Business Plan 28\u003C\u002Fp\u003E\u003Cp\u003EMission 29\u003C\u002Fp\u003E\u003Cp\u003EOpportunity 30\u003C\u002Fp\u003E\u003Cp\u003EStrategy 30\u003C\u002Fp\u003E\u003Cp\u003EOrganization and Operations 31\u003C\u002Fp\u003E\u003Cp\u003EStrengths and Weaknesses 31\u003C\u002Fp\u003E\u003Cp\u003EFinancials 31\u003C\u002Fp\u003E\u003Cp\u003EWriting Your Business Plan 32\u003C\u002Fp\u003E\u003Cp\u003EImplementing Your Business Plan 33\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003EII FIXED-PRICE SELLING ON EBAY\u003C\u002Fb\u003E \u003Cb\u003E35\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E3 \u003C\u002Fb\u003E\u003Cb\u003EMigrating to Fixed-Price Listings\u003C\u002Fb\u003E \u003Cb\u003E37\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EWhy Fixed-Priced Sales Are the Way to Go 37\u003C\u002Fp\u003E\u003Cp\u003EComparing Fees 38\u003C\u002Fp\u003E\u003Cp\u003EComparing Listing Lengths 40\u003C\u002Fp\u003E\u003Cp\u003EFactoring in Customer Demand 41\u003C\u002Fp\u003E\u003Cp\u003EDifferent Ways to Sell at a Fixed Pric 42\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding eBay's Fixed-Price Listings 43\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding eBay's Buy It Now Auctions 44\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding eBay Stores 46\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding Half.com 47\u003C\u002Fp\u003E\u003Cp\u003ECreating an eBay Fixed-Price Listing 50\u003C\u002Fp\u003E\u003Cp\u003ECreating an Auction Listing with a Buy It Now Price 51\u003C\u002Fp\u003E\u003Cp\u003EManaging Fixed-Price Sales 52\u003C\u002Fp\u003E\u003Cp\u003EBefore the Sale: Setting the Price 53\u003C\u002Fp\u003E\u003Cp\u003EAfter the Sale: Payment and Shipping 53\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E4 Fixed-Price Selling in an eBay Store\u003C\u002Fb\u003E \u003Cb\u003E57\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EWhat Is an eBay Store? 57\u003C\u002Fp\u003E\u003Cp\u003EBenefits of Opening Your Own eBay Store 59\u003C\u002Fp\u003E\u003Cp\u003EChallenges of eBay Store Selling 60\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding eBay Store Subscription Levels 61\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding Insertion Fees and FVFs 63\u003C\u002Fp\u003E\u003Cp\u003EHow to Open an eBay Store 63\u003C\u002Fp\u003E\u003Cp\u003EFurther Customizing Your eBay Store 67\u003C\u002Fp\u003E\u003Cp\u003EManaging Your eBay Store 68\u003C\u002Fp\u003E\u003Cp\u003EListing Merchandise for Sale in Your eBay Store 70\u003C\u002Fp\u003E\u003Cp\u003EHandling eBay Store Sales 71\u003C\u002Fp\u003E\u003Cp\u003EMarking Down Your Merchandise 72\u003C\u002Fp\u003E\u003Cp\u003EViewing eBay Store Reports 73\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E5 Fixed-Price Selling on Half.com\u003C\u002Fb\u003E \u003Cb\u003E77\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EGetting to Know Half.com 77\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding the Half.com Shopping Experience 79\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding Half.com Fees 80\u003C\u002Fp\u003E\u003Cp\u003EListing on Half.com 81\u003C\u002Fp\u003E\u003Cp\u003EPricing Your Half.com Items 83\u003C\u002Fp\u003E\u003Cp\u003ECalculating Shipping and Handling Charges 84\u003C\u002Fp\u003E\u003Cp\u003EManaging Half.com Sales 85\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E6 Promoting Your Fixed-Price eBay Sales\u003C\u002Fb\u003E \u003Cb\u003E87\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EPromoting Your Fixed-Price Listings on the eBay Site 87\u003C\u002Fp\u003E\u003Cp\u003EOptimizing Your Listings for eBay Search 88\u003C\u002Fp\u003E\u003Cp\u003ELinking from Other Sites to Your eBay Listings 90\u003C\u002Fp\u003E\u003Cp\u003EPromoting Your eBay Store 90\u003C\u002Fp\u003E\u003Cp\u003ESeeding Listings into the Traditional eBay Marketplace 91\u003C\u002Fp\u003E\u003Cp\u003EEnabling Cross-Promotions 91\u003C\u002Fp\u003E\u003Cp\u003ECreating an Email Mailing List 92\u003C\u002Fp\u003E\u003Cp\u003ELinking to Your eBay Store 94\u003C\u002Fp\u003E\u003Cp\u003EAdding a Stores Widget to Your Blog or Website 95\u003C\u002Fp\u003E\u003Cp\u003ECreating a Listing Feed 95\u003C\u002Fp\u003E\u003Cp\u003EExporting Your Listings to Search Engines and Shopping Sites 96\u003C\u002Fp\u003E\u003Cp\u003EAdvertising on the eBay Site with AdCommerce 97\u003C\u002Fp\u003E\u003Cp\u003EAdvertising Across the Web with Google AdWords 99\u003C\u002Fp\u003E\u003Cp\u003EPromoting Your Store in the Real World 101\u003C\u002Fp\u003E\u003Cp\u003EPromoting Your Half.com Listings 102\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003EIII SELLING VIA CRAIGSLIST ONLINE CLASSIFIEDS\u003C\u002Fb\u003E \u003Cb\u003E105\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E7 Online Classifieds: Are They Right for Your Business?\u003C\u002Fb\u003E \u003Cb\u003E 107\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding Online Classifieds 107\u003C\u002Fp\u003E\u003Cp\u003EExamining Major Online Classifieds Sites 110\u003C\u002Fp\u003E\u003Cp\u003Ecraigslist 110\u003C\u002Fp\u003E\u003Cp\u003EOodle 111\u003C\u002Fp\u003E\u003Cp\u003EKijiji 113\u003C\u002Fp\u003E\u003Cp\u003Ebackpage.com 114\u003C\u002Fp\u003E\u003Cp\u003ELiveDea 115\u003C\u002Fp\u003E\u003Cp\u003EGoogle Base 116\u003C\u002Fp\u003E\u003Cp\u003EThe Pros and Cons of Selling via Online Classifieds 117\u003C\u002Fp\u003E\u003Cp\u003EPros of Online Classifieds Selling 117\u003C\u002Fp\u003E\u003Cp\u003ECons of Online Classifieds Selling 118\u003C\u002Fp\u003E\u003Cp\u003EDo Online Classifieds Make Sense for Your Business? 120\u003C\u002Fp\u003E\u003Cp\u003EThe Best Businesses for Migrating to Online Classifieds 120\u003C\u002Fp\u003E\u003Cp\u003EThe Worst Businesses for Migrating to Online Classifieds 121\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E8 Doing Business on craigslist\u003C\u002Fb\u003E \u003Cb\u003E125\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding craigslist 125\u003C\u002Fp\u003E\u003Cp\u003ENavigating craigslist Listings 126\u003C\u002Fp\u003E\u003Cp\u003EBefore You List... 129\u003C\u002Fp\u003E\u003Cp\u003EListing an Item for Sale 130\u003C\u002Fp\u003E\u003Cp\u003EFormatting Your Item Description 133\u003C\u002Fp\u003E\u003Cp\u003EUsing HTML Formatting 133\u003C\u002Fp\u003E\u003Cp\u003EInserting Images into Your Listings 134\u003C\u002Fp\u003E\u003Cp\u003EManaging Your Listings 135\u003C\u002Fp\u003E\u003Cp\u003EEditing a Listing 135\u003C\u002Fp\u003E\u003Cp\u003EDeleting a Listing 136\u003C\u002Fp\u003E\u003Cp\u003EMaking a Sale 136\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E9 Migrating from Online Auctions to Online Classifieds\u003C\u002Fb\u003E \u003Cb\u003E139\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EWhat Items Should You Move to craigslist? 139\u003C\u002Fp\u003E\u003Cp\u003EChanging Your Business Model 141\u003C\u002Fp\u003E\u003Cp\u003EGoing Local 141\u003C\u002Fp\u003E\u003Cp\u003EPickups,No Shipping 142\u003C\u002Fp\u003E\u003Cp\u003ECash Is King 143\u003C\u002Fp\u003E\u003Cp\u003EWe Don't Need No Stinking Tools 143\u003C\u002Fp\u003E\u003Cp\u003EIt's the Wild West 144\u003C\u002Fp\u003E\u003Cp\u003EBusinesses Aren't Always Accepted 144\u003C\u002Fp\u003E\u003Cp\u003EMaking the Move 145\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E10 Promoting Your craigslist Business\u003C\u002Fb\u003E \u003Cb\u003E147\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EChoosing the Right Community and Category 147\u003C\u002Fp\u003E\u003Cp\u003EOptimizing Your Listings for Search 148\u003C\u002Fp\u003E\u003Cp\u003EKeeping Your Ad at the Top of the List 148\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003EIV SELLING ON THE AMAZON MARKETPLACE\u003C\u002Fb\u003E \u003Cb\u003E151\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E11 \u003C\u002Fb\u003E\u003Cb\u003EThe Amazon Marketplace: Is It Right for Your Business?\u003C\u002Fb\u003E \u003Cb\u003E 153\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding the Amazon Marketplace 153\u003C\u002Fp\u003E\u003Cp\u003EWhat the Buyers See 154\u003C\u002Fp\u003E\u003Cp\u003EThe Many Ways to Sell on Amazon 156\u003C\u002Fp\u003E\u003Cp\u003ESelling Individual Items on the Amazon Marketplace 157\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding the Amazon Marketplace 158\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding Amazon's Fees 159\u003C\u002Fp\u003E\u003Cp\u003ESelling as a Pro Merchant 161\u003C\u002Fp\u003E\u003Cp\u003ESelling on Amazon via Selling on Amazon 162\u003C\u002Fp\u003E\u003Cp\u003ESelling in an Amazon WebStore 163\u003C\u002Fp\u003E\u003Cp\u003EUsing Amazon to Fulfill Your Orders 163\u003C\u002Fp\u003E\u003Cp\u003EHow It Works 164\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding Fulfillment Pricing 164\u003C\u002Fp\u003E\u003Cp\u003EThe Pros and Cons of Selling on Amazon 166\u003C\u002Fp\u003E\u003Cp\u003ESelling on Amazon: Pros 166\u003C\u002Fp\u003E\u003Cp\u003ESelling on Amazon: Cons 167\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E12 Doing Business in the Amazon Marketplace\u003C\u002Fb\u003E \u003Cb\u003E169\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EListing Individual Items in the Amazon Marketplace 169\u003C\u002Fp\u003E\u003Cp\u003EListing Your First Item 69\u003C\u002Fp\u003E\u003Cp\u003EManaging Your Account and Inventory 173\u003C\u002Fp\u003E\u003Cp\u003ESelling an Item 175\u003C\u002Fp\u003E\u003Cp\u003ESetting Up Your Amazon Storefront 176\u003C\u002Fp\u003E\u003Cp\u003EMoving to the Pro Merchant Program 177\u003C\u002Fp\u003E\u003Cp\u003EUpgrading to Pro Merchant Status 177\u003C\u002Fp\u003E\u003Cp\u003EUploading Multiple Listings 178\u003C\u002Fp\u003E\u003Cp\u003ECreating a Product Detail Page 180\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E13 Migrating Your eBay Business to Amazon\u003C\u002Fb\u003E \u003Cb\u003E185\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EDoes Migrating to Amazon Make Sense? 85\u003C\u002Fp\u003E\u003Cp\u003EComparing Fees 185\u003C\u002Fp\u003E\u003Cp\u003EComparing Sales and Effort 187\u003C\u002Fp\u003E\u003Cp\u003EWhich Items Should You Migrate? 188\u003C\u002Fp\u003E\u003Cp\u003EEvolving Your Business Model 189\u003C\u002Fp\u003E\u003Cp\u003EMaking the Move 190\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E14 Promoting Your Amazon Business\u003C\u002Fb\u003E \u003Cb\u003E193\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EKeeping Your Listings Competitive 193\u003C\u002Fp\u003E\u003Cp\u003ECompeting on Feedback 194\u003C\u002Fp\u003E\u003Cp\u003EPlacing Product Ads on the Amazon Site 196\u003C\u002Fp\u003E\u003Cp\u003EAdvertising Your Business with a Display Ad 197\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003EV SELLING ON YOUR OWN WEBSITE\u003C\u002Fb\u003E \u003Cb\u003E201\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E15 Establishing Your Own Website: Is It Right for Your Business?\u003C\u002Fb\u003E \u003Cb\u003E 203\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EBuilding an Online Store--What's Involved? 203\u003C\u002Fp\u003E\u003Cp\u003EThe Components of an E-Commerce Website 203\u003C\u002Fp\u003E\u003Cp\u003EDifferent Ways to Build a Store 206\u003C\u002Fp\u003E\u003Cp\u003EHow Much Does It Cost? 207\u003C\u002Fp\u003E\u003Cp\u003EPros and Cons of Running Your Own Website 208\u003C\u002Fp\u003E\u003Cp\u003EPros of Running Your Own Online Store 208\u003C\u002Fp\u003E\u003Cp\u003ECons of Running Your Own Online Store 209\u003C\u002Fp\u003E\u003Cp\u003EDoes an Online Store Make Sense for Your Business? 211\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E16 Planning Your Online Presence\u003C\u002Fb\u003E \u003Cb\u003E215\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EStep One: Create Your Plan and Define Your Goals 215\u003C\u002Fp\u003E\u003Cp\u003EStep Two:Determine What You're Selling 216\u003C\u002Fp\u003E\u003Cp\u003EStep Three: Choose a Hosting Service 216\u003C\u002Fp\u003E\u003Cp\u003EStep Four: Build Your Website 217\u003C\u002Fp\u003E\u003Cp\u003EStep Five: Choose an Online Payment Service 218\u003C\u002Fp\u003E\u003Cp\u003EStep Six: Plan Your Promotion 219\u003C\u002Fp\u003E\u003Cp\u003EStep Seven: Launch Your Site 220\u003C\u002Fp\u003E\u003Cp\u003EStep Eight: Evaluate Your Performance 221\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E17 Setting Up an E-Commerce Website\u003C\u002Fb\u003E \u003Cb\u003E223\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EChoosing a Hosting Service 223\u003C\u002Fp\u003E\u003Cp\u003EFeatures to Look For 224\u003C\u002Fp\u003E\u003Cp\u003EComparing Prices 226\u003C\u002Fp\u003E\u003Cp\u003EUsing eBay ProStores 227\u003C\u002Fp\u003E\u003Cp\u003EProStores for eBay Sellers 227\u003C\u002Fp\u003E\u003Cp\u003ESubscription Levels 228\u003C\u002Fp\u003E\u003Cp\u003EGetting Started with ProStores 229\u003C\u002Fp\u003E\u003Cp\u003EBuilding an Amazon WebStore Store 230\u003C\u002Fp\u003E\u003Cp\u003EInside an Amazon WebStore Store 230\u003C\u002Fp\u003E\u003Cp\u003ECreating Your Own WebStore 231\u003C\u002Fp\u003E\u003Cp\u003EBuilding a Yahoo! Merchant Website 233\u003C\u002Fp\u003E\u003Cp\u003ESubscription Levels 233\u003C\u002Fp\u003E\u003Cp\u003EUnique Features 234\u003C\u002Fp\u003E\u003Cp\u003ECreating Your Own Yahoo! Store 235\u003C\u002Fp\u003E\u003Cp\u003EExploring Other Pre-Designed Storefronts 236\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E18 Managing Online Sales\u003C\u002Fb\u003E \u003Cb\u003E241\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EManaging Your Inventory 241\u003C\u002Fp\u003E\u003Cp\u003EManaging Your Sales 243\u003C\u002Fp\u003E\u003Cp\u003EManaging Your Customers 245\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E19 Choosing an Online Payment System\u003C\u002Fb\u003E \u003Cb\u003E249\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EAccepting Payments with PayPal 249\u003C\u002Fp\u003E\u003Cp\u003EPros and Cons of PayPal 250\u003C\u002Fp\u003E\u003Cp\u003ESigning Up for PayPal 251\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding PayPal Fees 252\u003C\u002Fp\u003E\u003Cp\u003EAdding PayPal to Your Website 253\u003C\u002Fp\u003E\u003Cp\u003ECollecting PayPal Payments 254\u003C\u002Fp\u003E\u003Cp\u003EAccepting Payments with Google Checkout 255\u003C\u002Fp\u003E\u003Cp\u003EPros and Cons of Google Checkout 255\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding Google Checkout Fees 256\u003C\u002Fp\u003E\u003Cp\u003ESetting Up a Google Checkout Account 257\u003C\u002Fp\u003E\u003Cp\u003EChoosing a Google Checkout Service 257\u003C\u002Fp\u003E\u003Cp\u003EAdding Google Checkout to Your Website 258\u003C\u002Fp\u003E\u003Cp\u003ECollecting Google Checkout Payments 259\u003C\u002Fp\u003E\u003Cp\u003EWithdrawing Google Checkout Funds 260\u003C\u002Fp\u003E\u003Cp\u003EIntegrating Google Checkout with Google AdWords 260\u003C\u002Fp\u003E\u003Cp\u003EAccepting Payments with Checkout by Amazon 261\u003C\u002Fp\u003E\u003Cp\u003EPros and Cons of Checkout by Amazon 261\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding Checkout by Amazon Fees 262\u003C\u002Fp\u003E\u003Cp\u003ESetting Up Checkout by Amazon 262\u003C\u002Fp\u003E\u003Cp\u003EEstablishing Your Own Merchant Credit Card Account 263\u003C\u002Fp\u003E\u003Cp\u003EPros and Cons of a Merchant Account 264\u003C\u002Fp\u003E\u003Cp\u003EChoosing a Credit Card Processor 265\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E20 Promoting Your E-Commerce Website\u003C\u002Fb\u003E \u003Cb\u003E267\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EPutting Together a Marketing Plan 267\u003C\u002Fp\u003E\u003Cp\u003EOptimizing Your Site for Search Engines 269\u003C\u002Fp\u003E\u003Cp\u003EAll About Search Engine Marketing--and SEO 269\u003C\u002Fp\u003E\u003Cp\u003ESEO Tip #1: Fine-Tune Your Keywords 269\u003C\u002Fp\u003E\u003Cp\u003ESEO Tip #2: Tweak Your \u003CMETA\u003E and \u003CTITLE\u003E Tags 271\u003C\u002Fp\u003E\u003Cp\u003ESEO Tip #3: Solicit Inbound Links from Other Sites 271\u003C\u002Fp\u003E\u003Cp\u003ESEO Tip #4: Submit Your Site to the Major Search Engines 272\u003C\u002Fp\u003E\u003Cp\u003ESEO Tip #5: Use Text Instead of Images 274\u003C\u002Fp\u003E\u003Cp\u003ESubmitting Your Products to Comparison Shopping Sites 275\u003C\u002Fp\u003E\u003Cp\u003EHow Comparison Shopping Sites Work 275\u003C\u002Fp\u003E\u003Cp\u003EExamining the Major Comparison Shopping Sites 276\u003C\u002Fp\u003E\u003Cp\u003ESubmitting Your Listings to Comparison Shopping Sites 278\u003C\u002Fp\u003E\u003Cp\u003ECreating and Uploading a Data File 279\u003C\u002Fp\u003E\u003Cp\u003EBuying PPC Advertising 280\u003C\u002Fp\u003E\u003Cp\u003EHow Important Is PPC Advertising? 280\u003C\u002Fp\u003E\u003Cp\u003EPurchasing Keywords 281\u003C\u002Fp\u003E\u003Cp\u003EPaying by the Click 282\u003C\u002Fp\u003E\u003Cp\u003EEvaluating the Big PPC Ad Networks 283\u003C\u002Fp\u003E\u003Cp\u003ECreating a PPC Campaign 285\u003C\u002Fp\u003E\u003Cp\u003EBuying Display Ads 286\u003C\u002Fp\u003E\u003Cp\u003EEngaging in Email Marketing 287\u003C\u002Fp\u003E\u003Cp\u003EMarketing on YouTube 288\u003C\u002Fp\u003E\u003Cp\u003EMarketing to the Blogosphere 289\u003C\u002Fp\u003E\u003Cp\u003EConducting Online Public Relations 290\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E21 Migrating Your eBay Business to Your Own Website\u003C\u002Fb\u003E \u003Cb\u003E293\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EDoes Migrating to Your Own Online Store Make Sense? 293\u003C\u002Fp\u003E\u003Cp\u003EComparing Costs 293\u003C\u002Fp\u003E\u003Cp\u003EComparing Effort 295\u003C\u002Fp\u003E\u003Cp\u003EWhich Items Should You Migrate? 295\u003C\u002Fp\u003E\u003Cp\u003EChanging Your Business Model and Processes 296\u003C\u002Fp\u003E\u003Cp\u003EMaking the Move 297\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E22 Selling in Multiple Channels\u003C\u002Fb\u003E \u003Cb\u003E301\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EWhat Is Multichannel Selling--and How Does It Work? 301\u003C\u002Fp\u003E\u003Cp\u003EPros and Cons of Multichannel Selling 302\u003C\u002Fp\u003E\u003Cp\u003EBenefits of Multichannel Selling 302\u003C\u002Fp\u003E\u003Cp\u003EDrawbacks of Multichannel Selling 303\u003C\u002Fp\u003E\u003Cp\u003EWhen Does Multichannel Selling Make Sense--and When Is It a Recipe for Disaster? 305\u003C\u002Fp\u003E\u003Cp\u003EManaging Inventory Across Channels 306\u003C\u002Fp\u003E\u003Cp\u003ECreating a Multichannel Marketing Plan 307\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003EIndex\u003C\u002Fb\u003E \u003Cb\u003E311\u003C\u002Fb\u003E\u003C\u002Fp\u003E","fullStatement":"Selling Online 2.0: Migrating from eBay to Amazon, craigslist, and Your Own E-Commerce Website","seriesTitle":"","seriesPart":"","seriesTitleSlug":"","book2Look":"","authorSlug":"michael-miller","newCopy":false},"availability":["en-GB","en-AU","en-US","de-DE","de-CH","fr-FR","en-IE"],"productAvailability":[{"locale":"en-GB","slug":"books\u002Fmichael-miller\u002Fselling-online-2-0\u002F9780789739742#GOR002046576"},{"locale":"en-AU","slug":"books\u002Fmichael-miller\u002Fselling-online-2-0\u002F9780789739742#GOR002046576"},{"locale":"en-US","slug":"books\u002Fmichael-miller\u002Fselling-online-2-0\u002F9780789739742#GOR002046576"},{"locale":"de-DE","slug":"buecher\u002Fmichael-miller\u002Fselling-online-2-0\u002F9780789739742#GOR002046576"},{"locale":"de-CH","slug":"buecher\u002Fmichael-miller\u002Fselling-online-2-0\u002F9780789739742#GOR002046576"},{"locale":"fr-FR","slug":"livres\u002Fmichael-miller\u002Fselling-online-2-0\u002F9780789739742#GOR002046576"},{"locale":"en-IE","slug":"books\u002Fmichael-miller\u002Fselling-online-2-0\u002F9780789739742#GOR002046576"}],"fasterShippingAvailable":false,"customTags":["buy 3 & get 1 free"],"nlsItem":false,"imageUrls":["https:\u002F\u002Fproductimages.worldofbooks.com\u002F0789739747.jpg"],"inStock":true,"urlSlug":"books\u002Fmichael-miller\u002Fselling-online-2-0\u002F9780789739742#GOR002046576","bindingType":"Paperback","publisher":"Pearson Education (US)","numberOfPages":360,"yearPublished":"20090430","coverNote":"Book picture is for illustrative purposes only, actual cover or edition may vary.","note":"This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us","author":"Michael Miller","isbn10":"0789739747","isbn13":"9780789739742","condition":"Very Good","prizes":"N\u002FA","shortDescription":"","title":"Selling Online 2.0","salesRank":5555555555,"exLibrary":false,"review":"","authorBiography":"\u003Cp\u003E\u003Cb\u003EMichael Miller \u003C\u002Fb\u003Ehas written more than 90 nonfiction how-to books over the past two decades, including Que's \u003Ci\u003EAbsolute Beginner's Guide to eBay, Making a Living from Your eBay Business, \u003C\u002Fi\u003Eand \u003Ci\u003ETricks of the eBay Business Masters\u003C\u002Fi\u003E. He also wrote \u003Ci\u003ETeach Yourself Business Plans in 24 Hours \u003C\u002Fi\u003Eand \u003Ci\u003EThe Complete Idiot's Guide to Search Engine Optimization \u003C\u002Fi\u003Efor Alpha Books and \u003Ci\u003EOnline Marketing Heroes: Interviews with 25 Successful Online Marketing Gurus \u003C\u002Fi\u003Efor Wiley.\u003C\u002Fp\u003E\u003Cp\u003E \u003C\u002Fp\u003E\u003Cp\u003EMr. Miller has established a reputation for clearly explaining complex topics to the average reader and for offering useful real-world advice. Find more information at his website, www.molehillgroup.com.\u003C\u002Fp\u003E","tableOfContents":"\u003Cp\u003E\u003Cb\u003EIntroduction\u003C\u002Fb\u003E \u003Cb\u003E1\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EWhat's in This Book 2\u003C\u002Fp\u003E\u003Cp\u003EWho Can Use This Book 3\u003C\u002Fp\u003E\u003Cp\u003EHow to Use This Book 3\u003C\u002Fp\u003E\u003Cp\u003EThere's More Online... 4\u003C\u002Fp\u003E\u003Cp\u003EMaking the Move 4\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003EI BEYOND ONLINE AUCTIONS: CREATING A SUCCESSFUL ONLINE BUSINESS\u003C\u002Fb\u003E \u003Cb\u003E5\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E1 The Problem with Online Auctions\u003C\u002Fb\u003E \u003Cb\u003E7\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EWhat eBay \u003Ci\u003EUsed \u003C\u002Fi\u003Eto Be Like... 7\u003C\u002Fp\u003E\u003Cp\u003EWhy Is eBay Abandoning Smaller Sellers? 10\u003C\u002Fp\u003E\u003Cp\u003EChanges Are Afoot--and You Probably Won't Like Them 12\u003C\u002Fp\u003E\u003Cp\u003EEmphasizing Fixed-Price Sales over Auction Sales 12\u003C\u002Fp\u003E\u003Cp\u003EChanges to the Fee Structure 12\u003C\u002Fp\u003E\u003Cp\u003EChanges to the Payment System 14\u003C\u002Fp\u003E\u003Cp\u003EChanges to the Feedback System 15\u003C\u002Fp\u003E\u003Cp\u003EChanges to Search Results 15\u003C\u002Fp\u003E\u003Cp\u003EeBay's Deal with Buy.com 16\u003C\u002Fp\u003E\u003Cp\u003EHow Do eBay's Changes Affect You? 16\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E2 Planning for Selling Success\u003C\u002Fb\u003E \u003Cb\u003E19\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EPlanning for Life Beyond eBay Auctions 19\u003C\u002Fp\u003E\u003Cp\u003EAsking--and Answering--Key Questions 20\u003C\u002Fp\u003E\u003Cp\u003EWhat Type of Merchandise Do You Want to Sell? 20\u003C\u002Fp\u003E\u003Cp\u003EHow Much Money Do You Want to Make? 21\u003C\u002Fp\u003E\u003Cp\u003EHow Do You Intend to Manage Your Business? 23\u003C\u002Fp\u003E\u003Cp\u003EWhere Do You Want to Sell? 25\u003C\u002Fp\u003E\u003Cp\u003EConceiving a Business Plan 26\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding the Components of a Useful Business Plan 28\u003C\u002Fp\u003E\u003Cp\u003EMission 29\u003C\u002Fp\u003E\u003Cp\u003EOpportunity 30\u003C\u002Fp\u003E\u003Cp\u003EStrategy 30\u003C\u002Fp\u003E\u003Cp\u003EOrganization and Operations 31\u003C\u002Fp\u003E\u003Cp\u003EStrengths and Weaknesses 31\u003C\u002Fp\u003E\u003Cp\u003EFinancials 31\u003C\u002Fp\u003E\u003Cp\u003EWriting Your Business Plan 32\u003C\u002Fp\u003E\u003Cp\u003EImplementing Your Business Plan 33\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003EII FIXED-PRICE SELLING ON EBAY\u003C\u002Fb\u003E \u003Cb\u003E35\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E3 \u003C\u002Fb\u003E\u003Cb\u003EMigrating to Fixed-Price Listings\u003C\u002Fb\u003E \u003Cb\u003E37\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EWhy Fixed-Priced Sales Are the Way to Go 37\u003C\u002Fp\u003E\u003Cp\u003EComparing Fees 38\u003C\u002Fp\u003E\u003Cp\u003EComparing Listing Lengths 40\u003C\u002Fp\u003E\u003Cp\u003EFactoring in Customer Demand 41\u003C\u002Fp\u003E\u003Cp\u003EDifferent Ways to Sell at a Fixed Pric 42\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding eBay's Fixed-Price Listings 43\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding eBay's Buy It Now Auctions 44\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding eBay Stores 46\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding Half.com 47\u003C\u002Fp\u003E\u003Cp\u003ECreating an eBay Fixed-Price Listing 50\u003C\u002Fp\u003E\u003Cp\u003ECreating an Auction Listing with a Buy It Now Price 51\u003C\u002Fp\u003E\u003Cp\u003EManaging Fixed-Price Sales 52\u003C\u002Fp\u003E\u003Cp\u003EBefore the Sale: Setting the Price 53\u003C\u002Fp\u003E\u003Cp\u003EAfter the Sale: Payment and Shipping 53\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E4 Fixed-Price Selling in an eBay Store\u003C\u002Fb\u003E \u003Cb\u003E57\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EWhat Is an eBay Store? 57\u003C\u002Fp\u003E\u003Cp\u003EBenefits of Opening Your Own eBay Store 59\u003C\u002Fp\u003E\u003Cp\u003EChallenges of eBay Store Selling 60\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding eBay Store Subscription Levels 61\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding Insertion Fees and FVFs 63\u003C\u002Fp\u003E\u003Cp\u003EHow to Open an eBay Store 63\u003C\u002Fp\u003E\u003Cp\u003EFurther Customizing Your eBay Store 67\u003C\u002Fp\u003E\u003Cp\u003EManaging Your eBay Store 68\u003C\u002Fp\u003E\u003Cp\u003EListing Merchandise for Sale in Your eBay Store 70\u003C\u002Fp\u003E\u003Cp\u003EHandling eBay Store Sales 71\u003C\u002Fp\u003E\u003Cp\u003EMarking Down Your Merchandise 72\u003C\u002Fp\u003E\u003Cp\u003EViewing eBay Store Reports 73\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E5 Fixed-Price Selling on Half.com\u003C\u002Fb\u003E \u003Cb\u003E77\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EGetting to Know Half.com 77\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding the Half.com Shopping Experience 79\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding Half.com Fees 80\u003C\u002Fp\u003E\u003Cp\u003EListing on Half.com 81\u003C\u002Fp\u003E\u003Cp\u003EPricing Your Half.com Items 83\u003C\u002Fp\u003E\u003Cp\u003ECalculating Shipping and Handling Charges 84\u003C\u002Fp\u003E\u003Cp\u003EManaging Half.com Sales 85\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E6 Promoting Your Fixed-Price eBay Sales\u003C\u002Fb\u003E \u003Cb\u003E87\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EPromoting Your Fixed-Price Listings on the eBay Site 87\u003C\u002Fp\u003E\u003Cp\u003EOptimizing Your Listings for eBay Search 88\u003C\u002Fp\u003E\u003Cp\u003ELinking from Other Sites to Your eBay Listings 90\u003C\u002Fp\u003E\u003Cp\u003EPromoting Your eBay Store 90\u003C\u002Fp\u003E\u003Cp\u003ESeeding Listings into the Traditional eBay Marketplace 91\u003C\u002Fp\u003E\u003Cp\u003EEnabling Cross-Promotions 91\u003C\u002Fp\u003E\u003Cp\u003ECreating an Email Mailing List 92\u003C\u002Fp\u003E\u003Cp\u003ELinking to Your eBay Store 94\u003C\u002Fp\u003E\u003Cp\u003EAdding a Stores Widget to Your Blog or Website 95\u003C\u002Fp\u003E\u003Cp\u003ECreating a Listing Feed 95\u003C\u002Fp\u003E\u003Cp\u003EExporting Your Listings to Search Engines and Shopping Sites 96\u003C\u002Fp\u003E\u003Cp\u003EAdvertising on the eBay Site with AdCommerce 97\u003C\u002Fp\u003E\u003Cp\u003EAdvertising Across the Web with Google AdWords 99\u003C\u002Fp\u003E\u003Cp\u003EPromoting Your Store in the Real World 101\u003C\u002Fp\u003E\u003Cp\u003EPromoting Your Half.com Listings 102\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003EIII SELLING VIA CRAIGSLIST ONLINE CLASSIFIEDS\u003C\u002Fb\u003E \u003Cb\u003E105\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E7 Online Classifieds: Are They Right for Your Business?\u003C\u002Fb\u003E \u003Cb\u003E 107\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding Online Classifieds 107\u003C\u002Fp\u003E\u003Cp\u003EExamining Major Online Classifieds Sites 110\u003C\u002Fp\u003E\u003Cp\u003Ecraigslist 110\u003C\u002Fp\u003E\u003Cp\u003EOodle 111\u003C\u002Fp\u003E\u003Cp\u003EKijiji 113\u003C\u002Fp\u003E\u003Cp\u003Ebackpage.com 114\u003C\u002Fp\u003E\u003Cp\u003ELiveDea 115\u003C\u002Fp\u003E\u003Cp\u003EGoogle Base 116\u003C\u002Fp\u003E\u003Cp\u003EThe Pros and Cons of Selling via Online Classifieds 117\u003C\u002Fp\u003E\u003Cp\u003EPros of Online Classifieds Selling 117\u003C\u002Fp\u003E\u003Cp\u003ECons of Online Classifieds Selling 118\u003C\u002Fp\u003E\u003Cp\u003EDo Online Classifieds Make Sense for Your Business? 120\u003C\u002Fp\u003E\u003Cp\u003EThe Best Businesses for Migrating to Online Classifieds 120\u003C\u002Fp\u003E\u003Cp\u003EThe Worst Businesses for Migrating to Online Classifieds 121\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E8 Doing Business on craigslist\u003C\u002Fb\u003E \u003Cb\u003E125\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding craigslist 125\u003C\u002Fp\u003E\u003Cp\u003ENavigating craigslist Listings 126\u003C\u002Fp\u003E\u003Cp\u003EBefore You List... 129\u003C\u002Fp\u003E\u003Cp\u003EListing an Item for Sale 130\u003C\u002Fp\u003E\u003Cp\u003EFormatting Your Item Description 133\u003C\u002Fp\u003E\u003Cp\u003EUsing HTML Formatting 133\u003C\u002Fp\u003E\u003Cp\u003EInserting Images into Your Listings 134\u003C\u002Fp\u003E\u003Cp\u003EManaging Your Listings 135\u003C\u002Fp\u003E\u003Cp\u003EEditing a Listing 135\u003C\u002Fp\u003E\u003Cp\u003EDeleting a Listing 136\u003C\u002Fp\u003E\u003Cp\u003EMaking a Sale 136\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E9 Migrating from Online Auctions to Online Classifieds\u003C\u002Fb\u003E \u003Cb\u003E139\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EWhat Items Should You Move to craigslist? 139\u003C\u002Fp\u003E\u003Cp\u003EChanging Your Business Model 141\u003C\u002Fp\u003E\u003Cp\u003EGoing Local 141\u003C\u002Fp\u003E\u003Cp\u003EPickups,No Shipping 142\u003C\u002Fp\u003E\u003Cp\u003ECash Is King 143\u003C\u002Fp\u003E\u003Cp\u003EWe Don't Need No Stinking Tools 143\u003C\u002Fp\u003E\u003Cp\u003EIt's the Wild West 144\u003C\u002Fp\u003E\u003Cp\u003EBusinesses Aren't Always Accepted 144\u003C\u002Fp\u003E\u003Cp\u003EMaking the Move 145\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E10 Promoting Your craigslist Business\u003C\u002Fb\u003E \u003Cb\u003E147\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EChoosing the Right Community and Category 147\u003C\u002Fp\u003E\u003Cp\u003EOptimizing Your Listings for Search 148\u003C\u002Fp\u003E\u003Cp\u003EKeeping Your Ad at the Top of the List 148\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003EIV SELLING ON THE AMAZON MARKETPLACE\u003C\u002Fb\u003E \u003Cb\u003E151\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E11 \u003C\u002Fb\u003E\u003Cb\u003EThe Amazon Marketplace: Is It Right for Your Business?\u003C\u002Fb\u003E \u003Cb\u003E 153\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding the Amazon Marketplace 153\u003C\u002Fp\u003E\u003Cp\u003EWhat the Buyers See 154\u003C\u002Fp\u003E\u003Cp\u003EThe Many Ways to Sell on Amazon 156\u003C\u002Fp\u003E\u003Cp\u003ESelling Individual Items on the Amazon Marketplace 157\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding the Amazon Marketplace 158\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding Amazon's Fees 159\u003C\u002Fp\u003E\u003Cp\u003ESelling as a Pro Merchant 161\u003C\u002Fp\u003E\u003Cp\u003ESelling on Amazon via Selling on Amazon 162\u003C\u002Fp\u003E\u003Cp\u003ESelling in an Amazon WebStore 163\u003C\u002Fp\u003E\u003Cp\u003EUsing Amazon to Fulfill Your Orders 163\u003C\u002Fp\u003E\u003Cp\u003EHow It Works 164\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding Fulfillment Pricing 164\u003C\u002Fp\u003E\u003Cp\u003EThe Pros and Cons of Selling on Amazon 166\u003C\u002Fp\u003E\u003Cp\u003ESelling on Amazon: Pros 166\u003C\u002Fp\u003E\u003Cp\u003ESelling on Amazon: Cons 167\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E12 Doing Business in the Amazon Marketplace\u003C\u002Fb\u003E \u003Cb\u003E169\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EListing Individual Items in the Amazon Marketplace 169\u003C\u002Fp\u003E\u003Cp\u003EListing Your First Item 69\u003C\u002Fp\u003E\u003Cp\u003EManaging Your Account and Inventory 173\u003C\u002Fp\u003E\u003Cp\u003ESelling an Item 175\u003C\u002Fp\u003E\u003Cp\u003ESetting Up Your Amazon Storefront 176\u003C\u002Fp\u003E\u003Cp\u003EMoving to the Pro Merchant Program 177\u003C\u002Fp\u003E\u003Cp\u003EUpgrading to Pro Merchant Status 177\u003C\u002Fp\u003E\u003Cp\u003EUploading Multiple Listings 178\u003C\u002Fp\u003E\u003Cp\u003ECreating a Product Detail Page 180\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E13 Migrating Your eBay Business to Amazon\u003C\u002Fb\u003E \u003Cb\u003E185\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EDoes Migrating to Amazon Make Sense? 85\u003C\u002Fp\u003E\u003Cp\u003EComparing Fees 185\u003C\u002Fp\u003E\u003Cp\u003EComparing Sales and Effort 187\u003C\u002Fp\u003E\u003Cp\u003EWhich Items Should You Migrate? 188\u003C\u002Fp\u003E\u003Cp\u003EEvolving Your Business Model 189\u003C\u002Fp\u003E\u003Cp\u003EMaking the Move 190\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E14 Promoting Your Amazon Business\u003C\u002Fb\u003E \u003Cb\u003E193\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EKeeping Your Listings Competitive 193\u003C\u002Fp\u003E\u003Cp\u003ECompeting on Feedback 194\u003C\u002Fp\u003E\u003Cp\u003EPlacing Product Ads on the Amazon Site 196\u003C\u002Fp\u003E\u003Cp\u003EAdvertising Your Business with a Display Ad 197\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003EV SELLING ON YOUR OWN WEBSITE\u003C\u002Fb\u003E \u003Cb\u003E201\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E15 Establishing Your Own Website: Is It Right for Your Business?\u003C\u002Fb\u003E \u003Cb\u003E 203\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EBuilding an Online Store--What's Involved? 203\u003C\u002Fp\u003E\u003Cp\u003EThe Components of an E-Commerce Website 203\u003C\u002Fp\u003E\u003Cp\u003EDifferent Ways to Build a Store 206\u003C\u002Fp\u003E\u003Cp\u003EHow Much Does It Cost? 207\u003C\u002Fp\u003E\u003Cp\u003EPros and Cons of Running Your Own Website 208\u003C\u002Fp\u003E\u003Cp\u003EPros of Running Your Own Online Store 208\u003C\u002Fp\u003E\u003Cp\u003ECons of Running Your Own Online Store 209\u003C\u002Fp\u003E\u003Cp\u003EDoes an Online Store Make Sense for Your Business? 211\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E16 Planning Your Online Presence\u003C\u002Fb\u003E \u003Cb\u003E215\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EStep One: Create Your Plan and Define Your Goals 215\u003C\u002Fp\u003E\u003Cp\u003EStep Two:Determine What You're Selling 216\u003C\u002Fp\u003E\u003Cp\u003EStep Three: Choose a Hosting Service 216\u003C\u002Fp\u003E\u003Cp\u003EStep Four: Build Your Website 217\u003C\u002Fp\u003E\u003Cp\u003EStep Five: Choose an Online Payment Service 218\u003C\u002Fp\u003E\u003Cp\u003EStep Six: Plan Your Promotion 219\u003C\u002Fp\u003E\u003Cp\u003EStep Seven: Launch Your Site 220\u003C\u002Fp\u003E\u003Cp\u003EStep Eight: Evaluate Your Performance 221\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E17 Setting Up an E-Commerce Website\u003C\u002Fb\u003E \u003Cb\u003E223\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EChoosing a Hosting Service 223\u003C\u002Fp\u003E\u003Cp\u003EFeatures to Look For 224\u003C\u002Fp\u003E\u003Cp\u003EComparing Prices 226\u003C\u002Fp\u003E\u003Cp\u003EUsing eBay ProStores 227\u003C\u002Fp\u003E\u003Cp\u003EProStores for eBay Sellers 227\u003C\u002Fp\u003E\u003Cp\u003ESubscription Levels 228\u003C\u002Fp\u003E\u003Cp\u003EGetting Started with ProStores 229\u003C\u002Fp\u003E\u003Cp\u003EBuilding an Amazon WebStore Store 230\u003C\u002Fp\u003E\u003Cp\u003EInside an Amazon WebStore Store 230\u003C\u002Fp\u003E\u003Cp\u003ECreating Your Own WebStore 231\u003C\u002Fp\u003E\u003Cp\u003EBuilding a Yahoo! Merchant Website 233\u003C\u002Fp\u003E\u003Cp\u003ESubscription Levels 233\u003C\u002Fp\u003E\u003Cp\u003EUnique Features 234\u003C\u002Fp\u003E\u003Cp\u003ECreating Your Own Yahoo! Store 235\u003C\u002Fp\u003E\u003Cp\u003EExploring Other Pre-Designed Storefronts 236\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E18 Managing Online Sales\u003C\u002Fb\u003E \u003Cb\u003E241\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EManaging Your Inventory 241\u003C\u002Fp\u003E\u003Cp\u003EManaging Your Sales 243\u003C\u002Fp\u003E\u003Cp\u003EManaging Your Customers 245\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E19 Choosing an Online Payment System\u003C\u002Fb\u003E \u003Cb\u003E249\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EAccepting Payments with PayPal 249\u003C\u002Fp\u003E\u003Cp\u003EPros and Cons of PayPal 250\u003C\u002Fp\u003E\u003Cp\u003ESigning Up for PayPal 251\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding PayPal Fees 252\u003C\u002Fp\u003E\u003Cp\u003EAdding PayPal to Your Website 253\u003C\u002Fp\u003E\u003Cp\u003ECollecting PayPal Payments 254\u003C\u002Fp\u003E\u003Cp\u003EAccepting Payments with Google Checkout 255\u003C\u002Fp\u003E\u003Cp\u003EPros and Cons of Google Checkout 255\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding Google Checkout Fees 256\u003C\u002Fp\u003E\u003Cp\u003ESetting Up a Google Checkout Account 257\u003C\u002Fp\u003E\u003Cp\u003EChoosing a Google Checkout Service 257\u003C\u002Fp\u003E\u003Cp\u003EAdding Google Checkout to Your Website 258\u003C\u002Fp\u003E\u003Cp\u003ECollecting Google Checkout Payments 259\u003C\u002Fp\u003E\u003Cp\u003EWithdrawing Google Checkout Funds 260\u003C\u002Fp\u003E\u003Cp\u003EIntegrating Google Checkout with Google AdWords 260\u003C\u002Fp\u003E\u003Cp\u003EAccepting Payments with Checkout by Amazon 261\u003C\u002Fp\u003E\u003Cp\u003EPros and Cons of Checkout by Amazon 261\u003C\u002Fp\u003E\u003Cp\u003EUnderstanding Checkout by Amazon Fees 262\u003C\u002Fp\u003E\u003Cp\u003ESetting Up Checkout by Amazon 262\u003C\u002Fp\u003E\u003Cp\u003EEstablishing Your Own Merchant Credit Card Account 263\u003C\u002Fp\u003E\u003Cp\u003EPros and Cons of a Merchant Account 264\u003C\u002Fp\u003E\u003Cp\u003EChoosing a Credit Card Processor 265\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E20 Promoting Your E-Commerce Website\u003C\u002Fb\u003E \u003Cb\u003E267\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EPutting Together a Marketing Plan 267\u003C\u002Fp\u003E\u003Cp\u003EOptimizing Your Site for Search Engines 269\u003C\u002Fp\u003E\u003Cp\u003EAll About Search Engine Marketing--and SEO 269\u003C\u002Fp\u003E\u003Cp\u003ESEO Tip #1: Fine-Tune Your Keywords 269\u003C\u002Fp\u003E\u003Cp\u003ESEO Tip #2: Tweak Your \u003CMETA\u003E and \u003CTITLE\u003E Tags 271\u003C\u002Fp\u003E\u003Cp\u003ESEO Tip #3: Solicit Inbound Links from Other Sites 271\u003C\u002Fp\u003E\u003Cp\u003ESEO Tip #4: Submit Your Site to the Major Search Engines 272\u003C\u002Fp\u003E\u003Cp\u003ESEO Tip #5: Use Text Instead of Images 274\u003C\u002Fp\u003E\u003Cp\u003ESubmitting Your Products to Comparison Shopping Sites 275\u003C\u002Fp\u003E\u003Cp\u003EHow Comparison Shopping Sites Work 275\u003C\u002Fp\u003E\u003Cp\u003EExamining the Major Comparison Shopping Sites 276\u003C\u002Fp\u003E\u003Cp\u003ESubmitting Your Listings to Comparison Shopping Sites 278\u003C\u002Fp\u003E\u003Cp\u003ECreating and Uploading a Data File 279\u003C\u002Fp\u003E\u003Cp\u003EBuying PPC Advertising 280\u003C\u002Fp\u003E\u003Cp\u003EHow Important Is PPC Advertising? 280\u003C\u002Fp\u003E\u003Cp\u003EPurchasing Keywords 281\u003C\u002Fp\u003E\u003Cp\u003EPaying by the Click 282\u003C\u002Fp\u003E\u003Cp\u003EEvaluating the Big PPC Ad Networks 283\u003C\u002Fp\u003E\u003Cp\u003ECreating a PPC Campaign 285\u003C\u002Fp\u003E\u003Cp\u003EBuying Display Ads 286\u003C\u002Fp\u003E\u003Cp\u003EEngaging in Email Marketing 287\u003C\u002Fp\u003E\u003Cp\u003EMarketing on YouTube 288\u003C\u002Fp\u003E\u003Cp\u003EMarketing to the Blogosphere 289\u003C\u002Fp\u003E\u003Cp\u003EConducting Online Public Relations 290\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E21 Migrating Your eBay Business to Your Own Website\u003C\u002Fb\u003E \u003Cb\u003E293\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EDoes Migrating to Your Own Online Store Make Sense? 293\u003C\u002Fp\u003E\u003Cp\u003EComparing Costs 293\u003C\u002Fp\u003E\u003Cp\u003EComparing Effort 295\u003C\u002Fp\u003E\u003Cp\u003EWhich Items Should You Migrate? 295\u003C\u002Fp\u003E\u003Cp\u003EChanging Your Business Model and Processes 296\u003C\u002Fp\u003E\u003Cp\u003EMaking the Move 297\u003C\u002Fp\u003E\u003Cp\u003E\u003Cb\u003E22 Selling in Multiple Channels\u003C\u002Fb\u003E \u003Cb\u003E301\u003C\u002Fb\u003E\u003C\u002Fp\u003E\u003Cp\u003EWhat Is Multichannel Selling--and How Does It Work? 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