Guide to creating the perfect listing

Check:

• [ ] cosmetic condition described;
• [ ] functional condition described;
• [ ] relevant defects disclosed;
• [ ] intermittent problems stated;
• [ ] untested functions stated;
• [ ] modifications disclosed;
• [ ] non-original parts disclosed;
• [ ] significant repairs disclosed;
• [ ] condition grade consistent with the text.

If a photo shows a problem that the text does not mention, update the description.

The first photo identifies the listing in search and browsing results.

It should clearly show the item at a useful size and without objects that could create ambiguity.

Avoid using as the main image:

• an extreme close-up;
• a photo of the case only;
• several instruments when only one is for sale;
• packaging with the product not visible;
• compositions where it is unclear what is included.

The first photo should immediately answer the question: what exactly is being sold?

Do not use cosmetic appearance as an automatic summary of the item’s overall condition.

Describe separately:

Cosmetic condition

• scratches;
• dents;
• discolouration;
• corrosion;
• wear.

Functionality

• electronics;
• controls;
• mechanical operation;
• display;
• connections;
• product-specific components.

This separation makes the listing much clearer and prevents a cosmetic assessment from being interpreted as a statement about functionality.

The opening lines should simply state:

• what the item is;
• its general condition;
• whether it works correctly or has relevant issues;
• which main items are included.

Do not begin with a long personal story, a sequence of adjectives or secondary information.

You can add context later if it is genuinely useful.

The first priority is to let the reader quickly decide whether the listing matches what they are looking for.

Place the item in the category that genuinely describes what it is.

When a specific subcategory exists, prefer it to a broad generic category.

For example, if the structure distinguishes electric guitars, acoustic guitars and basses, using the precise category helps both search and comparison between similar listings.

Do not choose a category merely because you think it may receive more visibility. Misclassified listings can generate unhelpful traffic and make browsing harder.

The category should answer one simple question: where would someone looking for exactly this product expect to find it?

If the photos show cases, stands, cables, pedals, power supplies or other objects, specify which ones form part of the sale.

You can use a simple list:

Included

• instrument;
• case;
• power supply;
• original parts.

Not included

• stand used for the photo;
• test cables;
• other visible instruments.

This prevents the buyer from interpreting a photograph as an implicit promise that everything shown will be included.

Check:

• [ ] clear first photo;
• [ ] overall view included;
• [ ] rear or side views included where useful;
• [ ] identifying details shown;
• [ ] defects photographed;
• [ ] included accessories shown where appropriate;
• [ ] serial number documented;
• [ ] no filter alters the apparent condition;
• [ ] no photo creates ambiguity about what is included;
• [ ] photos represent the item’s current condition.

State the delivery options you are genuinely prepared to handle.

For example:

• local collection;
• shipping;
• both;
• any geographic limits;
• special restrictions for heavy or fragile items.

There is no need to include the full packing and shipping procedure here; that belongs in the dedicated guide.

The listing should still make clear how the item can actually reach the buyer.

When the platform provides dedicated fields for brand, model, condition or other characteristics, complete them with information that accurately matches the item.

Do not use the brand field for additional sales copy, and do not invent a model simply to fit the taxonomy.

Structured attributes help users:

• filter;
• compare;
• search;
• organise listings.

If an attribute is unknown, avoid guessing. Clean structured data improves both the listing itself and the quality of search results.

Clearly disclose when a component has been replaced or modified.

Where possible, state:

• original component;
• installed component;
• whether the change is reversible or permanent;
• whether original parts are still available;
• any physical work performed;
• who carried out the work, when known and relevant.

Do not automatically call every replacement an “upgrade”. To a buyer, a modification may be positive, irrelevant or undesirable.

Originality can be even more important for vintage and collectible gear.