Certainly you can get people to bid on your auctions with plain jane ads.

But you don't want just a bid...or 2...or 5....you want to whip up the viewers of your model horse auctions into a bidding frenzy. You want to craft an ad so compelling that interested potential buyers will bid and bid more.

Consider the following ways you can increase the appeal and marketing power of your Model Horse ad:

• Talk from the heart

• Write as though you're speaking to a dear friend

• Include a set format

• Add a great picture

• Add a reminder

• Add links to your other auctions

They are described below.

Talk from the heart

Have you ever found yourself idly thumbing through a magazine? If so, what ads catch your attention? The ones that are 1 or 2 lines long in black and white...or the ones that visually grab your attention and compel you to read more?

I'll be you just thought, duh, the second one, of course. And that's what you want to achieve with your own model horse ads.

Sure, you might have an ad that reads like:

Here we have the Breyer Alabaster Belgian from the 1992 Drafter Set from Sears. No hoof or ear rubs, but does have a couple minor body rubs on the back side of the model. Buyer to cover priority shipping/handling cost of $7.00. Payment due w/in seven days.

Well that's all very peachy and nice.

Let's say that that was your model horse that were selling on eBay. How can you make the ad more exciting?

Go to Google at http://www.google.com and search for

Breyer Alabaster Belgian from the 1992 Drafter Set

You might come up with the page http://members.tdn.com/nwbhc/breyers/drafters.htm

Reading through that page reveals:

Special Run Belgians: # 94A Alabaster, light grey M/T, knees, hocks, and hooves, light blue on white tail ribbon (1992 Sears "Drafters Set" with Shire and Roy)

Okay now! We're onto something! This particular model horse is from a special run.

I wonder why the words "special run" weren't included in the original auction???

Author's note - There's a great Special Runs mailing list that you can participate in for free, as well as a direct link for Peter Stone special runs too.

When you are writing about your model horse in your auction ads, darn it...write! Write from the heart! Tell your reader why your model horse is so special.

If it's LSQ, emphasize that!

If it's from a special run, highlight that!

If the mane gleams when the light catches it, describe that!

If there's a flaw, describe that too (maybe you can fix it? Check out the First Aid for Breyer Model Horses and see!)

Do you see what I mean? If people want to read the hard cold facts about Model horses, heck, they can mosey on down to ToysRUs or some other kids place.

Remember, you're not the only Model Horse seller on eBay! Certainly, you might have the same model horse as a competitor does...but it's the way you position your ads that might make the difference between a sale or a flop.

Chapter 10 will describe some great researching techniques to help you craft your Model horse ad.

Write as though you're speaking to a dear friend

I am continously astounded by the blah, dull and downright boring ways many sellers on eBay will describe their items.

Putting in a two line description and expecting to get the highest bid possible is just like playing 1 lottery ticket and starting to determine what sort of mansion you will buy when you finally win.

Luckily, you can influence the outcome of your auction far more easily than that of the lottery! How? Simple!

Write as though you want someone to hang on your every word.

It's not difficult at all to do! Take the Family Arabian Stallion I have as the cover of this ebook. If I was to sell it (which I would never do, as I managed to keep my favorite FAS whole and in one piece for over 30 years until my 6 year old daughter decided to "help" me by cleaning him and nicking an ear...but I digress), I might list it like so:

Ah, those years 30 years ago when I first discovered the joys of Model horses! You're bidding on one of the best-loved Model horses of my childhood, the wonderful Family Arabian Stallion. As you can see, he's been cherished to the point that there are significant rubs on his hindquarters and left hoof. His color is a glossy black with white socks, blaze, mane and tail with a calm almost peaceful expression on his face. As you will see, he's an extremely handsome speciman...one that would look superb in your model horse collection.

Due to space requirements, I have let someone else enjoy some of my herd. :-( But my necessity can be your luck!

Please, only bid if you love model horses as do I - he really deserves a great home.

Now! Compare that ad with the one far above (the alabaster Belgian).

Which do you think engages the readers' attention more?

Let's take another example. What if instead your Model Horse is LSQ? Keep in mind there is a distinct possibility that some of your bidders don't even know what LSQ means! So in a LSQ auction, you could include something like:

...this model horse would be perfect for any Live shows you might want to consider entering. Were you aware of the incredible popularity of live showings? Even if you've never thought of it before, the thrills and excitement experienced at live shows is memorable beyond belief. The North American Model Horse Shows Association has a list of current and future shows at http://www.namhsa.org/member.html - why not visit that site and then think how this wonderful Model horse on which you are bidding can fit?

See what we did in the above? We managed to sneak in a link about the Model Horse Show Association...the definitive place for exciting enthusiasts about their LSQ model horses. Suddenly....your potential buyers have an added reason to purchase - they now know what LSQ means and why it's desirable.

Include a set format

If you want to develop a reputation and a following on eBay, you should really really really consider designing a set format so bidders can recognize your auctions from the getgo.

What can you include in a set format? Well, something that could work might be:

Start your auction with the phrase:

You are bidding on a <fill in descriptive word here> <model horse type>. For example,

You are bidding on a magnificent Alabaster Fighting Stallion...one that is certain to beautifully complement your current model horse collection.

Then continue with a paragraph or so that engages the reader.

You could write first about the history of the model horse...a bit about the breed it represents....the rarity and specialness of the run...etc. The purpose of these sentences is simply to act as a hook to grab AND hold attention.

Once attention is held, you can then smoothly move into a paragraph about the condition. If there are ear rubs or tail nicks, certainly mention them! Follow those sentences with highlights of all the great qualities your model horse has.

Again, write from the heart! Talk about your Model horse in brilliant, vivid language - make it come alive to the minds of your readers.

Then it's time for your closing.

How do you accept payment? Do you recommend insurance? When will you ship? Make your closing warm and polite. True...there will be some bidders out there who will try to scam you. That's a given. But still, you can write your policies in a polite but firm fashion like so:

My goal is for the final bidder to receive this model horse in a quick and rapid fashion! Therefore, payment must be received within 10 days of winning the auction. I take my time and pack with great care - I want you to receive your model horse as soon as possible! Still, things do happen when in transit, so I would recommend the final bidder adds insurance as an option. I pride myself on my great customer support, so if you have any questions, please do not hesitate to contact me and I will answer them as soon as possible!

See what you've done in the above? You've come across as a professional eBay seller...one who has the interests of the customers at heart.

It's far more effective than simply saying, I am not responsible whatsoever if your item is lost or damaged.

Add a great picture

A picture can be worth a thousand words...but in this case, you simply want a picture that encourages a thousand bidders.

There are many many many ways you can use digital pictures to enhance your auction listings.

Let's take the background first. If you have a digital camera, can you place your model horse as the focus of attention in a photo? Perhaps on a table top...perhaps gazing from your patio...maybe standing on your lawn? If instead you'd prefer to use a simple white background, just drape a white sheet from your couch to the floor. Extend it a foot or so in front, and place your model horse against the area where the backs of your legs would normally go. Ideally, you should create a seamless white background with this technique.

Would you like a free tutorial on the best ways to use your digital camera? ShortCourses at http://www.shortcourses.com offers many free tutorials on bunches of different DC topics. Additionally, you can read some great articles about auction photos at

• AuctionBytes Photo Tips

• Kodak's Auction Photo Tips

• Tips and Tactics

• Tips for Online Auction Photos

Next, let's talk about size. Size matters! The bigger your resulting photo is, the longer it will take to materialize on your auction ad. Thus, you want to squoosh the size as much as possible, without losing any important resolution.

Two great free sites that let you do that are:

Myimager.com and Gifworks.com

I use MyImager to compress jpgs. Simply visit the site and choose File | Open. You can either upload a file from your computer, or point it at one you have on your website. Once it's loaded, you can test out reducing the quality/colors until you have something that looks great and loads quickly. I use Gifworks to do the same thing for my gifs.

Well! That takes care of your model horse description. Thing is, though, can you add anything else to enhance the probability of people bidding on your auctions?

Of course you can! And so now it's time for: