Before the Auction: Writing Professional Descriptions
One of auction users' real pet peeves is dealing with poor item descriptions that are either too vague, cutesy, and promotional, or rife with spelling and punctuation errors. It's amazing how earnest people are about selling their merchandise online, and how lame they are at writing item descriptions. Just the same, this will be one of the first challenges you'll have to face when listing your auction. So how do you make an informative and articulate sales pitch? Well, we're glad you asked; here are a few pointers.
Titles Matter:
Make sure your title is compelling and informative, not vague and ambiguous. Also, don't fill it with annoying symbols and capital letters to draw attention to it. If you're looking to attract serious collectors, a few well-chosen words and terms will work every time. If you put specialized words in the title as well, it will attract qualified bidders who have a distinct knowledge of the item.
Example:Users immediately see that it's a vintage instrument from a trusted manufacturer. Collectors also immediately know that it is the more sought-after 175 than its close cousin, the ES-125, which does not have a cutaway neck. Finally, it is informative to players with a peripheral knowledge of instruments, who might associate jazz with the ES-175's archtop body.
"Classic Jazz Guitar: '56 Gibson ES-175"
Leading Off
Remember when your eighth-grade teacher talked about a good introductory sentence? Well, dig deep because you'll need one for your description. While you don't want to sit around all day musing about a poetic turn of phrase if you are a high-volume seller, you should try to think of an engaging way to introduce your description--something that perhaps puts the item in context or makes it relevant to the person on the street. It's also a good way to showcase your own knowledge, which will reassure bidders.
Example:With any luck, jazz guitarists will recognize that you are a knowledgeable seller who appreciates fine instruments. This will reassure them that you are not selling fraudulent merchandise.
"Looking for that soulful archtop sound that personified the jazz guitar greats of the early '60s, such as Kenny Burrell, Grant Green, and Tal Farlow? Look no further--this '56 Gibson ES-175 is a spectacular ax. It's all original and near mint."
Break It Up
Make it easier on the eyes of potential bidders and use paragraph breaks in your listings. You can do this by hitting Return and inserting the HTML code <P> If sellers see a giant block of text, they may miss important information or skip it all together. Three paragraphs is a good rule of thumb. In your second paragraph, talk about the specifics of the item, including its materials, measurements, color, special markings, serial number, and flaws, if any.
Example:
"Featuring a solid spruce body and rosewood fretboard, the guitar has a dark sunburst finish, adjustable bridge, single P90 pickup, four-knob control setup, and stylish cutaway for easier access to the 12th fret. This ES-175 also has a bright, full-bodied sound, making it ideal for both ballads and blues. Structurally, the guitar is in excellent condition; however, there are two cosmetic defects. The back has one visible scratch, and the front features a small, yet visible, chip (see picture)."
This paragraph says it all, providing the bidder with all the pertinent information needed to grade and authenticate this particular piece of merchandise.
Next Page | More tips please!