|
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:
"Classic Jazz Guitar: '56 Gibson ES-175"
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.
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:
"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."
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.
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.
The
Last Word
To really get on your bidders' good sides, reiterate and explain
your sales policy in the third and final paragraph. Explain what
forms of payment you accept, if you wait for checks to clear
before shipping, when you expect payment, how much you charge
for shipping and handling, if you require insurance on shipment,
if you accept escrow, and if you offer money-back guarantees or
refunds.
Example:
"Please make payment by personal check, money order, or
cashiers check. If you prefer personal check, delivery will be
made the day after the check clears. Add $X for shipping,
handling, and insurance. All packages will be delivered UPS
standard. By bidding on this auction, the winner agrees to
contact me within three days of auction end with mailing
address. If you have any questions, feel free to email me.
Thank you for your interest, and please check out my other
guitar auctions."
The final paragraph quickly summarizes
the seller's policies and encourages bidders to contact him or
her for more details. The final "thank you" doesn't
hurt either. Wise sellers will keep like templates safe and
sound so that they can be easily modified to work for other
similar auctions.
Check out the finished product:
Classic Jazz Guitar: '56 Gibson
ES-175
"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.
"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).
"Please make payment by
personal check, money order, or cashiers check. If you prefer
personal check, delivery will be made the day after the check
clears. Add $X for shipping, handling, and insurance. All
packages will be delivered UPS standard. By bidding on this
auction, the winner agrees to contact me within three days of
auction end with mailing address. If you have any questions,
feel free to email me. Thank you for your interest, and please
check out my other guitar auctions."
Back to Auction tips &
tactics
by Vendio Services
|
