I'll leave marketing and graphic design to the experts, but with more than fifteen years experience as a freelance writer, I know how to use good writing to turn a listing from ho-hum to exciting and effective.

• Spelling and Grammar count: Keep a dictionary on your desk and use it. Proofread your descriptions. Better yet, read them out loud to make sure they say what you mean to say before you hit the submit button.
• Appearance counts: Don't use all caps. It's hard on the eyes. Same thing with fancy fonts and shifting colors. White space is friendly, so break your long descriptions into paragraphs.
• Include all necessary information: Ask yourself, "What would I want/need to know before buying this?" Size? Age? Origin? Condition? Color? Composition? Don't bury your shipping policies and buyer requirements in fine print and a mountain of text.
• Short is sweet: Keep in mind that yours is only one of dozens or maybe thousands of items that buyers are browsing. Edit your descriptions for clarity. Cut unnecessary words.
• Tone matters: Anybody who's ever sent an email or communicated in anyway on the Internet knows how easy it is to misconstrue meaning and motive. I seriously doubt any seller intends to sound angry, hostile, deceptive or desperate, but too many listings sound that way. It's a major turn-off for potential buyers. Before you hit the submit button, have someone else read your description and pay attention if the reader says you sound like you're having a really bad day. Strive for a friendly, confident tone.
• Learn from the experts: Big companies pay copywriters big bucks to come up with descriptions in those yummy mail-order catalogs. Take a look at how they write an appealing description that keeps the customers coming back for more.

Basic 3-step guideline for writing a short, sweet, informative description:

1. What is it? State exactly what it is, what it's made of, and who made it.
2. What makes it special? Does it have a certificate of authenticity, historical significance, or special features? Is it new in the box or designer made? Describe the item's condition.
3. What can the consumer do with it? Is it just a shirt, or is it a fashion statement? Just a flower pot, or is it a collectible? Broaden your customer base by figuring out the many uses for whatever it is you're selling.