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When I first started buying and selling in online auctions, I noticed that many item descriptions really offered very little information. At the same time, many titles were rather desultory.
Listings that drew a lot of bids and racked up high numbers on their counters had two elements in common. First, the titles grabbed attention. Second, and equally important, the descriptions did a good job of keeping potential bidders' attention, while increasing their interest.
This was something I understood. I've written quite a bit of copy for magazine advertisements, brochures, and even the backs of paperback novels. The goal was always to grab and hold attention, and increase the potential buyer's interest.
You can write the same kind of "sell copy." Just follow these tips:
ONE: Be different in your titles. Consider what is outstanding or different about your item. Be creative! "The Ugliest Silent Butler Ever Made" earned me 50 times what I paid for an old pocket ashtray. Mentioning that a slide rule was transparent (its only unusual thing about it) brought me $366.00 for a one-dollar yard sale item.
TWO: Also with regard to your auction's title: avoid overused words and phrases. Among these are "vintage," "rare," "unique," (if there is more than one of an item, it's not unique), and "collector's item." Such words have been misused so often that they don't register to most buyers.
THREE: Similarly, forget using verbal pyrotechnics such as LQQK, COOL!!!!!!!! Check it out!!! in your titles. Many people find this sort of thing annoying, and childlike. Too, it makes on wonder how "cool" an item is if you have to work that hard to sell it.
FOUR: In your item description, be as detailed as you think you need to be. One of the more important things I learned in writing ads and brochures is that someone who is interested in what you have to sell will read almost everything you have to say about it.
FIVE: If possible, be informative or entertaining. I've often added information to auction descriptions such as how many companies manufactured similar items, or the fact that the company that made a certain toy originally manufactured shoes. On the entertainment side, I've written into toy ads things like, "When I was 12, my little brother ate one of these." That sort of thing really puts the item closer to the potential buyer.
SIX: Be honest. If you exaggerate or lie, and someone comes along who knows you're not telling the whole truth, you may end up losing potential bidders the in that and future auctions. Be truthful, and you will have return business.
SEVEN: When relevant, include anything interesting about where and how you came by the item you're offering. Antique dealers and appraisers call this "provenance." Good provenance can increase an item's value.
EIGHT: Make an effort to describe any of the item's defects or drawbacks. This earns trust; being open about the item's bad points gives the potential bidder some assurance that you are as honest in describing your item's good qualities.
These tips apply equally to eBay, Yahoo!, Amazon.com, ePier and any other online auction venues. Good luck!
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