When we started out, we had all possible disadvantages compared to our competition – our prices weren’t the lowest, our shipping wasn’t the fastest, we didn’t have tons of feedback and our range of products was extremely limited.
With these limitations, we decided early on that our focus would be on customer satisfaction. We went out of our way to make sure each and every customer of ours was 100% satisfied when doing business with us, and we also ensured that this fact was conveyed to every potential new customer.
In an attempt to get an edge over the competition on eBay and increase our sales, we decided to invest time and money into producing a short video explaining our value proposition – making it clear to every potential customer that we were going the extra mile to make each and every customer happy.
Here is the process “behind the scenes”
We got ourselves the contact details of a video producer, met up with him for coffee, and decided to spend $5000 on making this 1.5 min. clip happen.
Max and I then spent days meticulously studying other companies videos, writing down ideas and phrases we liked that we would add to our script.
After a few days work we had the script ready, and we were extremely proud of it too I have to say 🙂
Here is DHL’s video: “How Fast is Fast?” I recall to this day how it inspired us:
Here are the ideas we incorporated into our video:
1. We ask a question: “Wouldn’t you like to know who are you purchasing from?”
This is to gain attention and interest – talking directly to the customer, intriguing them.
2.”We have several distribution centers” – conveys that we are a multinational, a huge operation.
At the time we were still shy about the fact that we were just 2 men doing business. As the years passed, I can now say that was a mistake. There is nothing more powerful than the naked truth! It’s much more powerful to convey this message:
“Here we are: we’re 2 guys in business. We are real people, busting our asses for each and every customer, determined to grow our business through hard work and customer satisfaction.”
I’m always glad to hear other angles – feel free to comment with your thoughts on this!
3.”Each product is meticulously inspected to ensure that you receive it in perfect condition”
One of the main reasons for Apple’s success is their famously strict QA process (Quality assurance) –
when one buys an Apple iPhone, he is certain that the device will work perfectly, this is thanks to the strict QA that each iPhone undergoes at Apple prior to being shipped to stores.
This is the kind of feeling we wanted to convey to our potential customers – “We check each and every device prior to shipping it, you will be getting a 100% perfectly working product.”
5. “This is what you might come to expect from every professional company.”
This sentence serves to align us with “other” professional, trusted companies. In other words – it puts us in good company.
This means that our eBay business is at least as professional as our competitors.
And then we present the “Extra”
6. “But here is where the difference lies!”
This is where we explain that, yes, we are professional and strict about our business conduct, but we are not robots, we don’t hold rigidly on to this or that word in a policy. We simply make customers happy regardless of the policies and small print.
7. “We are committed to making you happy.”
Boom! This is the message we wanted our customers to remember from the video.
Not just another “100% satisfaction guaranteed” sticker that any eBay seller can easily add to his description.
We wanted the customers to feel that we went the extra mile and invested in creating this video, just to make them feel safe when making their eBay order with us. The idea behind this is that putting the effort into creating the video means that we are legit and that there are real people behind this eBay listing.
With the estimated production cost being $5000 – which was a huge amount for us, we decided to ask a friend to be our presenter.
I asked my college friend Niv, who had spent several years in the US if he’d be willing to help – luckily he was eager and happy to help us out!
Max and I wanted to convey: “super professional but not too serious,” this is how we approach all our business,
Some people told me that “CrazyLister” is not a serious name, but hey, “Google” sounds like a child’s toy to me 🙂
(Quick quiz – do you know what the meaning of Google is?)
I’m all in favor of the highest level of professionalism, but not forgetting that fun, laughter and joy are major parts of our lives, this is how we try to run CrazyLister – to be both highly professional AND fun.
Sorry, got a bit off topic there, but the above is my 2 cents on business culture – work hard, play hard!
The soundtrack we wanted for the video needed to incorporate this “professional yet not too much serious” theme, the best way we could come up with to explain what we wanted was – “Jamaican hotel elevator music.” The funny thing is that the producer actually nailed it and got the exact music we imagined!
The production crew, along with Niv and I, traveled to a news filming studio in “Kiryat shmona” the most northerly point in Israel. Poor Niv had to wake up at 4am in Tel-Aviv to arrive in time, sorry for that buddy 🙂
He got a (bad) makeup job done and went to work, repeating each take countless times until we got them right.
As you’ll see – Niv had to sync his dialogue with imaginary objects that were added later on using (poorly done) computer graphics.
Without further ado, below is the result of our work –
The final result
I think we can all agree that the level of production is amateurish at best. Even so, I believe we managed to get the effect we wanted –
The video conveys authenticity and trust. No one can say that this video is generic, like what can be found on other eBay sellers listings. Take this lady for example, (the worlds hardest-working customer support rep) she happens to work for thousands of sites 🙂
The video shows (simply by existing) that we care for our customers.
The best part is that several weeks after adding the video to the site, our eBay sales went up by 75%!
This also set a benchmark for our competitors, it’s much harder to produce a unique video than it is to add a “100% satisfaction guaranteed” sticker.
In a highly competitive market like eBay, having a benchmark such as this is proven to be a huge advantage!
Up till this day, it’s very rare for me to see eBay sellers who have similar clips on their listings, and I truly believe that there’s great potential for those who are willing to put in the extra effort. That said, I think the same effect can be achieved with much less effort and money nowadays.
Here is how we created CrazyLister’s intro video with a $100 budget.
The CrazyLister Intro Video (Cost us less than $100)
We were already used to these calls from eBay, so were not surprised when we got a call saying:
“We want you to present CrazyLister with a short 1 minute video at the upcoming eBay event, your deadline for submitting the video is the end of the week.”
With 5 days to get this ready, we had very few options for creating an intro video from scratch.
We prepared a script, used the cheapest PowToon plan for the animation, and paid $5 for a voiceover from Fiverr.
And… Ta da!
I think it’s a pretty decent result for the time and money invested!
Think you could use this “lean filming” methodology to create a video for your eBay business?
How to add a YouTube video to your eBay listing?
eBay doesn’t allow the “<Iframe>” tags that are used by YouTube, and they require some HTML coding to position the video correctly in your eBay description. This is why we have added a “YouTube” element in CrazyLister and it’s now as simple as “Drag n’ Drop” to add and position the video on your eBay description:
2. Paste the YouTube video’s URL address
And you’re good to go!