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 | coast2coastbooks (3324), Steve Tavera
Proper Presentation
| Sometimes you can judge a book by its cover. That's true of the books Steve Tavera sells: rare, finely bound examples. If his merchandising isn't just right, his books don't earn top dollar.
"Presentation is a very key aspect in our business," explains Tavera, who says his books are most valued for their rarity and decorative appeal. "We strive to present the books in a manner that reveals their true condition."
A book collector for 20 years, Tavera started his eBay business after successfully selling some of his own collection on the site. Today, Tavera's Coast2Coast Books has a full-time general manager and staff of three, two of which photograph and list, the other dedicated to packing and shipping.
To maximize the value of his books and customer interest in them, Tavera never cuts corners on presentation. In fact, he and his staff have developed several thoughtful merchandising techniques to ensure their listings are as refined as the items themselves.
For starters, Tavera's descriptions have an appraiser's tone, including precise trade language and remarks on the volume's condition and notable characteristics. "Most people don't realize how hard it is to accurately describe a book," he explains. "You can almost say it's an art form."
Consistency also is a hallmark of Tavera's descriptions, which never lack important details, such as a book's country of origin, publisher, date, edition, volume size, and page specifics.
"The detail associated with posting a book is a key element. Customers like to know as much as possible," explains Tavera. "Books with signatures, extra illustrations, and fore-edges require more detail and history, which helps them to sell."
Equally important, Coast2Coast Books stylized photos. Individual titles are angled on white backgrounds, so they look vivid and dramatic in Coast2Coast Book's eBay Gallery images and listings. Multiple-book volumes are elegantly stacked the way an interior decorator might in a client's home.
"The stacking of books in pictures is two fold," says Tavera. "First, it shows that all the volumes are accounted for and present. Second, it gives the listing presence and decorative value"
Additionally, Tavera doesn't skimp on photos. He always showcases the spine and binding. Additionally, he often shoots books side by side to partly show the impact they'll have on your shelf. Title pages, illustrations, and other special features, such as signatures, also receive special attention.
Finally, to make the most of the work his staff puts in each listing, Tavera leverages eBay's "List in Two Categories" option, placing each item in two different book subcategories.
"We try to optimize the number of hits our books receive," says Tavera of the upgrade, "so I believe it is an important component."
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