I will give you all an example of bad eBay listing..
http://cgi.ebay.com/Petzl-Tikka-Han...ryZ42319QQssPageNameZWDVWQQrdZ1QQcmdZViewItem
First thing you see that throws you off is "PLEASE READ COMPLETELY".. It means fishy business.. It takes the power you have as a seller and gives it away to your buyers.. That that guy who's buying stuff from you have a burdain on his shoulders, he is a leader of this transaction, he is responsible for everything.. It's too much..
Instead, write in all CAPs, raise the value of the item, show a few pictures that show exactly the same thing that you wrote in description, giving buyer a double bang, not only he read a BAUTIFUL thing, he also seen it.. Now he wants it.. Then write your auction terms, no threatening language, nothing like that..
In the above example, seller is using threatening language, he also assumes the buyer is a complete moron.. He is showing low value while placing the burdain of transaction onto the buyer.. Sounds familiar? Nice guys place the consequences of SEX on women. Nice guys don't get laid, if only lucky once..
The above is a good seller, good items, no scams, but he comes off as a whatever, you name it, a beta seller? He is known to sell good stuff cheap, because that stuff isn't as valuable as he could make it, he himself is not valuable..
Why do ALL CAPS work? I don't know.. I observed a very successful man using ALL CAPS, I adopted it, and it works wonders.. You know why other stuff works, I explained it above..
I would make that auction like so:
DESCRIPTION
YOU ARE BIDDING ON BRAND NEW HANDS FREE LIGHTING, PETZL TIKKA.. 3 LEDS, WATER RESISTANT, 120 HOURS, BATTERIES INCLUDED. ITEM IS BRAND NEW IN PERFECT CONDITION.. YOU WILL ENJOY THE EXCEPTIONAL QUALITY OF THIS LIGHT.
ITEM IS GURANTEED AGAINST D.O.A. BY THE SELLER.
PICTURES
here is list 2 to 4 pictures of this item on my antique wooden table, looking rich and valuable with a flash that makes it that..
TERMS
PAYMENT MUST BE RECEIVED WITHIN 10 DAYS OF AUCTION CLOSURE. YOU WILL BE SENT INVOICE. I ACCEPT PERSONAL AND CASHIER'S CHECKS, MONEY ORDERS. ITEM WILL BE SHIPPED AFTER PAYMENT CLEARS. SHIPPING COST IN LOWER 48 U.S. STATES IS $10. SHIPPING OUTSIDE U.S. IS ACCEPTABLE, BUT CONTACT BEFOREHAND FOR A QUOTE.
There you go.