In a previous article we discussed the importance of a really good auction title. You should read that article if you haven’t already.
Writing a really good headline is just the first step for drawing more bidders into your auction. Once a bidder is on the auction page, you need to keep them interested and wanting to place a bid. What you write in your description can make the difference.
Here are some top tips for writing a better description:
- Pay attention to your spelling and grammar, and use complete sentences.
- Make your description as easy to read as possible and organise your information in paragraphs, especially if there is a lot of information.
- Start with the most important details about the auction e.g. for clothing, you would want to include size, shape and colour. If you are a business, you might want to include a size chart showing EU, UK and US sizes.
- Clearly state the item’s condition; whether it is new, used, still under warranty etc, and be sure to mention any flaws or repairs.
- Be absolutely clear about what it is you’re selling and in the case of something such as electronics, be sure to mention what is and isn’t included in the auction if anything is missing.
- Make sure your description and images match exactly.
Once you have typed out the specifics, think about adding keywords to your description to make your auction stand out more e.g. instead of just “black dress” perhaps consider putting “gorgeous black dress”. This instantly makes the item seem more appealing, however you should go one further and add the brand name as well i.e. “gorgeous black Topshop dress”.
Another thing to consider adding is if the item comes from a smoke free / pet free home, especially when selling clothing. This can be very important for some bidders.
A last consideration might be to add a more human element to your description if appropriate. If there is a story to your item then wax lyrical about its heritage and history; its place in your family and what it has meant to you and the reason why you’re reluctantly parting with it. The Stratorcaster your Uncle used to play at blues festivals across the country; or a rare Beatles vinyl that your Dad kept lovingly sealed and stored in the attic.
A good example of a keyword-rich description then would be:
“Classic 1975 Triumph Dolomite 1854cc engine and only 60,000 miles on the clock in racing green. It has been in the family for many generations, but had unfortunately been left to rot in my grandfather’s garage for many years. After he passed, I lovingly restored it in my spare time.
I am selling it now because while it is a fabulous car steeped in history and sentimental value, I simply have no need to keep it around. The restoration was a fun project, but now it is time to pass this on to a more deserving owner.”
To wrap up, a description is your best opportunity to close out a bid. From stating the facts of the listing, to adding a human element to add investment, with these tools you are well on your way to well written, keyword rich descriptions and successful auctions.