"The most important thing about eBay is understanding pop culture. It's not what you're offering, it's not how you describe it, it's not how you advertise it — it is solely about how you relate the purchase to the buyer and make them feel like they have something important or of significant value," said Smith. "An eBay sale is about ownership. Creating ownership in your auctions is very important. With my blogs and reviews I show people I own and use the things I sell, or I at least have a sort of attachment to them that I want to share."
Read it here: Eye On the Little Guy: Seller Profile — Using Blogs and Reviews