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I think that Ebay offers you ways to advertise your site that are not just for Ebay, but for all product sales. You have your sigs and legal link placement on Ebay itself. You have all of your mailed out packages, which for little or no extra postage, you can stick in a flier, catalog, etc. You can also actually remember to make it a point to contact your clients promptly and at every opportunity during the buying process. They will remember your contact, possibly even saving the email to be found in a search later, complete with signature and promotional copy.
The possibilities are there. People do a lot more to try to integrate their site with Ebay, by putting their auctions right on the site, but I don't think this helps to promote your really, unless you always want to work through Ebay.
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