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During the Auction: Encouraging Bids continued ...

Worth a Thousand Words
A photo of your auction item says a lot--and for potential bidders it can mean the difference between being merely interested and actually bidding. Furthermore, including a photo is essential for verifying an item's legitimacy. No matter how convincing you might sound in your description, bidders won't want to take the plunge if the item can't be verified with a photo. With that in mind, do not use stock marketing shots and indicate that the item looks like the one in the picture. You'll probably want to invest in a good digital camera (the price range should be commensurate with your selling level). A digital scanner is necessary if you prefer to take pictures with a film-based camera.

Key Points
Writing an item description haphazardly is the kiss of death for your auction. If bidders read your description and are unable to determine if the item is legitimate, they won't bid. Take the time and care to write a good description. If you have a Web site (promoting your business, providing information about yourself, etc.), include the URL. In addition, if you are selling a brand-name item, tout the brand name in the item title and description.

Also, be sure to describe the item's condition honestly and use the appropriate grading terms. Different collectibles use slightly different terms--know them. This way, bidders will see you are not overbilling the item with cliché terms. Along the same lines, describe specific defects, such as cracks and discoloring, to justify the grade. And, when necessary, include the size and weight, which will validate the item's shipping cost. Last but not least, if information is missing from your auction, add it! Bidders will be impressed when you take the care to update or correct your auction.

Your Store
Launch your own auction Web page. Here you can promote your auction business and provide links to your current auctions on different sites. Also, describe your collectible interests and business philosophy, and list your email address. People will feel more at ease bidding on your auctions if they can get to know you. Best of all, this is an inexpensive proposition. Many ISPs, such as GeoCities, offer free Web site hosting. In addition, trial versions of Macromedia's Web authoring tool Dreamweaver are available for free.

Clear Policies
Even if the auction site's listing system lets you enter who is responsible for shipping (the buyer or seller) and what payment methods you accept, explain your policies within your item description. This boasts your credibility and encourages bids. For instance, specify how you ship (standard or priority) and include a realistic rate. Also, indicate if you let the buyer determine the shipping method. This will encourage bidding.

Moreover, specify if you require shipping insurance or charge handling fees. Buyers don't want surprises; they'll appreciate the fact that you are up front. If you accept personal checks, indicate if you wait for checks to clear before shipping. If you waive this policy on inexpensive items, say so. Finally, include your email so people can ask questions and clarify the terms in your policy. The more information you include, the more trustworthy and professional you appear.

A Little Something
To encourage repeat bidding, slip in a little freebie with a buyer's shipment, preferably something that relates to the item purchased. For instance, if the buyer bought a particularly expensive baseball card, throw in a few extra cards. You might even want to give frequent customers free shipping or insurance now and then. Remember that bidders are looking for honest, customer-oriented sellers. The more pleasant and fun you make the experience, the more they'll look for your merchandise.

Timing Your Auctions
Monitoring Your Auctions
Writing Professional Descriptions