Writing a listing that sells: structure, honesty and the words to avoid

The reader of your listing cannot ask you questions. Everything they would ask on the phone has to be answered in the text. A good listing is complete, specific and calm. It does not need to be long, but it needs to be organised.

The headline

Put the year, make and model first, then one fact that sets the bike apart: "1974 Moto Guzzi V7 Sport, first paint, one owner for 31 years". Do not use capitals or exclamation marks.

A structure that works

1. The story. Two or three sentences on where the bike comes from and what makes it interesting. Who owned it, and for how long, and what did it do?
2. What it is. Make, model, year, engine size, colour, mileage and whether the mileage is documented.
3. What is original, and what is not. Parts that are correct for the model and the period, and parts that have been replaced. Say "believed to be" when you are not sure and give your reason.
4. Work done. A dated list: "Engine rebuilt 2019 by X, invoice available". Specific work with dates beats "fully restored".
5. Known faults. A labelled list. Be plain: "The left fork seal weeps oil", "the rear brake light switch is intermittent". Do not hide it in the text.
6. Numbers and papers. Frame number, engine number, whether the numbers match the documents, and which documents come with the bike.
7. What is included. Tools, manual, spare keys, spare parts, a history file.
8. Where it is. The country and the region, and whether viewing is possible and when.

Describe condition fairly

There is no universal scale for "good" or "excellent", and every buyer reads it differently. Use facts instead of labels: "paint is original with chips along the tank edge", "the chrome has light pitting on the rear mudguard". Epic Motor Trading's form offers condition categories (excellent, good, project, parts), so choose the one that matches the facts and let the text carry the detail. For an overview of how to think about these terms, see understanding condition grades.

Be careful with claims

• "Rare": say how many were built if you know, and where you read it.
• "Matching numbers": only if you have checked them against a record. See frame and engine numbers.
• "Barn find": use it only if the bike was found that way, and say where and when.
• "Runs and rides perfectly": say when you last rode it, and for how far.
• "Never restored": either original paint and parts, or an unrestored bike with replaced parts. Say which.

Words that make careful buyers suspicious

• "No time wasters", "serious offers only", "no questions answered by message". They suggest a seller who does not want to be asked.
• "Sold as seen", with no description of what that is.
• "Price negotiable" in a description that has a firm reserve.
• Capitals, exclamation marks and promises of investment returns.

Do not blame the previous owners

If you do not know something, say so in neutral words: "history before 2010 is unknown". Do not write "the previous owner neglected it" when you do not have proof. If an earlier owner is named in the documents, put the facts in and leave the judgement out.

Check before you submit

• Is every number, date and name correct?
• Do the photographs show what the text says?
• Would you buy the bike on the strength of this text?

Read it aloud once. If a sentence sounds like an advertisement and not like a person, rewrite it. The help center has the listing guidelines for Epic Motor Trading, including what may be listed and what papers are needed for a self-build.