A.L.O. is a term I coined (deliberately similar in style to S.E.O.) which stands for ?Auction Listing Optimization'. It can be defined as ANYTHING you can do within the eBay environment that increases the number of buyers, or that prompts buyers to go directly to your website. Each month I discuss an A.L.O. technique that you can implement in your eBay business?

I've been using audio messages in my eBay listings for years. I can't understand why anyone would not use this technology to improve their marketing.

I'll explain why should you include voice in your listings?

For one thing, whether we acknowledge it or not, we all crave human interaction on some level, even online. When potential customers hear a warm, friendly, helpful tone, that helps to persuade them to buy from you.

Having a message play automatically when a customer loads your listing (or website page) also helps to ?hook' them or draw them in. Few people will click away while a message is playing - they want to hear what you have to say.

Audio messages also give you another way to describe your product or service effectively. We all respond to different methods of communication differently, so it's wise to include this option that will appeal to a proportion of buyers.

And if you really believe you've got nothing worthwhile to say in describing the benefits of the item, or the benefits of buying from you (which I find hard to believe), why not consider using an audio message of compiled customer comments, so new customers can listen to other ?real people' heaping praise on your product, service, or even your customer service. That's very powerful! Incidentally, if you're concerned about HOW to do this, don't worry. Honestly, it's very easy. If you can copy and paste, you can do it.

The tool that made it super easy for me is called ?AuctionAudio.net' ? it's a website with step by step instructions on exactly what to do. You can even call a telephone number they give you to record your message.

You should script your message carefully. You only get one shot at persuading potential customers, so don't leave it to chance. But when you read the script, make sure it sounds natural. That may take some practice.

Some people go as far as having a professional voiceover artiste record their message, but I advise against that on eBay. Why? Because it goes against the spirit of eBay, which is to champion the little guy and shun the big corporations. However, by all means use a professional for your website. Visitors to your site expect a clear, quality voice. I'm not saying it should be slick, but it shouldn't be amateurish either.