The third most important component, your description, MUST incorporate

AIDA:

? Attention

? Interest

? Desire

Firstly we need an ATTENTION grabbing headline: ‘Once in a lifetime

opportunity to obtain this rare and sought after print!’

This is a little over the top but you get the idea.

Next we must generate INTEREST by describing the features that make our

print so desirable ‘This antique print is in fine, original condition and shows no

signs of it’s first 100 years’

The DESIRE for the item is based on benefits and not features. In other words

we must convince our buyer that his collection will be enhanced or his family

and friends will be impressed by his new acquisition. This is the ‘What’s in it for

me?’

Finally we have our ‘call to ACTION’. Why must our buyer act ‘NOW’, this

minute? Is it the scarcity of our item, with the other eager buyers waiting to

snap it up for themselves?

…and it must achieve all of this in 15—20 seconds. If a potential buyer is not

given all of the above, quickly, he will click back to his search list and continue

his search.

If we have done our job properly he will click on ‘watch this item’ before he

leaves our page.