Have auction descriptions which, if relevant, highlight why a bidder should want to own that lot. Unfortunately, many smaller auctions with no catalogs have virtually no descriptions, thereby saying pay me my buyer's premium just for snapping an image of this lot and posting it on line. Many larger auctions fill up a page with flowery language (and often incorrect information), but provide little reason for a bidder to be attracted to the lot. It takes real skill to write good descriptions. Sadly, with the exception of REA and LOTG, few do what I consider to be a good job.
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