Your Description is so important.  The description is one of the most important keys to selling your item.  You want to be very thorough and accurate in your listing.  If you don't list all the information required, you will get a lot of emails requesting more information.  Answering the same questions over and over can be very time consuming.  Time is money.  If you make sure to include all the information in the original description you won't be answering unnecessary emails.  Here are the most important details to include.

1. Size:  Height, width and length.  Small, medium, large.
2. Brand:  Artist, company, manufacturer, designer, etc.
3. Markings:  What is the signature? Style #? Edition? Issue?
4. Color:  Sometimes the web photos can alter the color so describe it as best you can.
5. Condition:  Note all flaws, chips, cracks, stains, tears, discoloration, etc.
6. Age:  What is your best guess as to the item's age?  New, vintage, old, antique, etc.
7. History:  Where did you get it?  Was it bought new and used a few times?  Did it belong to a relative?

If you include all this information in your description, your listing will be very informative.  Information helps to sell items.  Sometimes, the item's history (also known as provenance), is more interesting to the buyer than the item itself.  Please see #74 (click here) from my book, The 100 Best Things I've Sold on eBay for an example of the power of provenance.

Remember, that if you don't describe all the damages and defects accurately, you will get returns and customers will be tempted to leave negative feedback.  We were so busy closing our retail location in 2002 that our descriptions got a little simple.  We forgot to list important information and I found myself writing refund checks. I do not like to do this.  Here are a few examples of our missing important point in the descriptions.

We sold an antique level that had belonged to my grandfather, an architect.  It sold for $17.29 and we asked for $7.00 shipping, handling and insurance.  The man who bought it also purchased a rosewood matrix tool for us for $65.00.  He emailed to say that the rosewood tool was great but that the level was missing the liquid in the two side measures and our listing description had not reflected this damage.  He was right.  We had said that the liquid was perfect in the center section but since we don't really deal in tools, we didn't think to check the side vials.  He wanted a refund and I agreed.  Instead of having him send it back to us, which would have cost me an additional $7.00 in shipping (and who knows if I could have resold it), I just refunded him his $24.29 and told him to keep the item.  A painful lesson learned the hard way!

Another good repeat customer had purchased a strand of genuine ruby beads from us for $79.99 plus $8.00 shipping, handling and insurance.  She emailed to say that they were lovely but that our description had stated 12" and she assumed that the sting was double this or 25" around.  We should have said 12" in circumference.  She felt that we were both to blame and offered to pay the shipping both ways.  I thought this was fair and I sent here a refund check for $79.99 when I received the beads back in the mail