How do you write an auction description?

Writing Effective Auction Descriptions

Your auction description sets the tone and helps bidders understand the context of your sale. Follow these dos and don’ts to create clear, engaging, and professional listings.

Do's

• Be Clear and Concise: Write in an easy-to-read style and provide detailed information about the auction context.

• Highlight Key Information: Include details about accompanying events, such as talks, exhibition previews, or industry events.

• Choose a Strong Leading Image: Use an image that captures attention—this could be a detail from a lot or a specially designed cover.

• Provide Context: Add narrative where appropriate, mentioning collaborators, co-organisers, or stories behind the auction.

• Add Links and Logos: Interlink useful information for bidders and include sponsors’ or partners’ logos where relevant.

• Include a Call to Action: Encourage potential bidders to explore lots or register.

Don’ts

• Overhype or Exaggerate: Avoid overly emotional language, exclamation marks, or superlatives. Maintain authenticity to build trust.

• Be Too Detailed: Avoid excessively long descriptions that may overwhelm or bore readers.

• Be Dry: Use engaging, magazine-style language that invites readers to explore the auction.

• Use Poor Grammar or Typos: Errors make your auction look unprofessional. Proofread multiple times and involve 2–3 people in the review process, such as the writer, a collaborator, and a third-party reviewer.