My answer in short is to do the work for them. To answer it in more detail, I would work closely with the ECA and help them post their first couple items. This would include writing the text for the listing, helping with pricing, and possibly even taking and uploading a photo of the item. I would spend some time with the ECA to show them how easy it is to post their listing. I then would feature their items in some of my advertising, again, showing them how committed you are to their success.
Once their listing is posted, and they feel comfortable posting more of their items on their own, I would continue to follow up with them to make sure that they are not having any issues.
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My answer in short is to do the work for them. To answer it in more detail, I would work closely with the ECA and help them post their first couple items. This would include writing the text for the listing, helping with pricing, and possibly even taking and uploading a photo of the item. I would spend some time with the ECA to show them how easy it is to post their listing. I then would feature their items in some of my advertising, again, showing them how committed you are to their success.