How to Write Engaging Auction Copy
How to pep up your online auction listings effectively!
Courtesy of BidBoosters.com If you are like many new ebay vendors, you are probably refreshing your auction listings every couple of hours hoping to see a bidding frenzy over your items. In fact, on your last treasure hunt to the Carolinas, you found a gorgeous red vase at an estate sale that you just know is worth a pretty penny.
When you got home, you dropped your luggage in the foyer, shuttled the kids into the backyard, and booted up the ol’ PC so that you could list this amazing treasure. Your listing in place and your luggage at least out of sight, you linger by the computer hoping to catch a glimpse of the lucky bidder who was fortunate enough to come across your auction. Then, you wait a little longer…your kids hammer at the back door and your vacation laundry starts to emit its own special bouquet. Still no bids.
What gives here? Your counter is weighing in with nearly a hundred hits so you know people had to have been interested immediately. Could it be that visitors weren't drawn into your auction and inspired to make a bid? Hmmm, let's take a closer look.
You know it isn’t your price…you’re practically giving the thing away in anticipation of bidding hysteria. It can’t be your photos…you captured the details and condition of the vase perfectly with those shots. You even pressed the photos against the sliding glass door to get your children’s opinion, and kids can be your toughest critics!
Moving right along with the inspection of your listing, you even made sure that you didn’t let any typo’s creep in, like the time you accidentally listed a “belly” bean tree last Easter.
With everything looking ok on the auction, let’s take a closer look at your description. What does it say?
“Old vase up for bid. It’s not cracked, looks antique. Packed to ship without breaking.”
For copy to be effective it needs to engage and interest the reader. It needs to inspire their imagination so that they can envision the item in their home. Do you think your listing accomplishes this? YAWN! Unless you're selling a commodity item like salt (not a huge ebay seller, by the way) you need to make your item so colorful that people just can't be without it!
Instead of a listing that doubles as a cure for insomnia, how about...
“This chrome ruby red vase was discovered at an estate in the low country near Charleston, South Carolina. Amazingly, the elegant glaze remains perfect on this distinctive three-handled Smithfield design. This scarlet treasure demonstrates the continuing passion for craftsmanship in the Old South. Its boldness in beauty lends well to a standalone presentation while its dimensions of 8” high by 8” in diameter also make it suitable for groupings. We will pack this vase with the same delicate care it has always received so that it remains flawless when you open the box. This gorgeous vase will make a grand statement in any décor, from Oriental to contemporary. Truly a one-of-a-kind personal treasure.”
It falls a bit sweeter on the ears, doesn’t it? Fantastic! We thought you might like that, and perhaps your visitors will too! Now, unless you're selling a red antique vase, you're probably left wondering how to make your copy sizzle. Well, follow these simple proven rules and soon you'll be blasting out the kinds of listings that make a bid count soar!
Grab ‘em with your headline
Your headline is center stage, it has to grab their attention and focus their eyes on what you have to offer. Here’s where you “strut your stuff” per se, so make an impact or they’ll drop you like a rock!
TURN A ROCK
Old Children’s Items and Other Secondhand Stuff
INTO A GEM
Treasured Toys and Magical Memoirs
Introduce the incredible…
Now that you grabbed their attention with the headline, you need to lead them to your introduction. Keep it short and sweet. Let people know exactly what you’re offering without being too verbose.
TURN A ROCK
Up for bid are super items we’ve discovered during our travels to South Carolina.
INTO A GEM
My wife Karen and I adventure into the low country on weekends returning with misplaced treasures and relics from the Old South. We have been considered experts in finding valuable and memorable remnants that survived the Civil War. We offer treasured historical bounty and information relevant to American history.
Fire off bullets…
It is important to break up text and details into short paragraphs or bullet lists. The easier it is for people to read, the faster they can learn all about your great item! Check out this real-life example from a company listing a web hosting plan.
WE TURNED A ROCK (copied verbatim so pardon the misspellings)
Server Specifications-
Sun Raq4i servers Pentium IV, Plesk O/S, 3.2 Ghz with atleast 5 GB RAM. Powered by Cisco Network. Hard Disk's over 10,000 r.p.m. Data Center is equipted with Centralized Air Conditioner's, UPS Backup's, VESDA system for early smoke detection, 24/7/265 Camera monitoring and Security Guards (Physical security of the Data Center were server's are located).
INTO A GEM
Server Specifications--
Sun Raq4i servers Pentium IV
Plesk O/S 3.2 Ghz with at least 5 GB RAM
Powered by Cisco Network
Hard Disks rate over 10,000 rpm
Data Center is equipped with Centralized Air Conditioners
UPS Backup Protection ensures uptime
VESDA system for early smoke detection 24/7/365
Camera monitoring and Security Guards at server location
Seduce ‘em with smooth talk…
Shoot straight from the hip, writing in everyday language. Get to the point quickly and without any fluff. Keep your paragraphs to four or five lines of motivating text unless your item requires that you say more. For important highlights use bullets or bolded text. Leave plenty of white space so that people spend time reading your text instead of avoiding it.
Add some leverage…
Make sure they know the advantages of doing business with you. People buy benefits, not features. They can buy things anywhere, so you need to tell them why you’re the best choice! Tell them about your returning buyer discounts, your constantly revolving inventory of treasures, your customer service, your quality shipping methods, and more!
Step up to the plate…
Put your guarantees in writing and make sure that no one ever has to ask about your service terms. Once you publicize your commitment to customer satisfaction, stick to it! Negative feedback has the power to shut doors and opportunities, so always honor your policy.
Extend an invitation…
Make sure your contact information is clearly seen. If people can’t quickly find your e-mail address or contact you with questions they have about your item, they may not feel comfortable enough to bid.
You already have the power of professional-looking listings with BidBoosters.com so don’t risk a bad auction result with a bad description! Follow the above advice and soon you’ll perfect the art of intrigue. Our templates can take you where you want to go and you already know the importance of a good photo. Now it’s time to blend it all together with the perfect description. The result will be more bids, higher bids, and a more successful online auction experience!
Now that you’re close to becoming an auction master, why not go let your children back in!
Printed with permission of BidBoosters.com :: BidBoosters.com helps power sellers and auction newbies save money, increase sales, and boost online auction selling success with professional templates, free embedded item photos, and insightful auction selling information. ........end of article.........
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If you are like many new ebay vendors, you are probably refreshing your auction listings every couple of hours hoping to see a bidding frenzy over your items. [read article]
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