I have made a study of which eBay ads sell stuff for higher prices, and which don’t.
I’ll echo the “pictures” mantra. And also, be SPECIFIC in details of the item you are selling. Be overly specific, even, and enthusiastic. You don’t want your ad to sound like an infomercial, but you do want to sound enthusiastic, and give details.
For instance, I’ve sold several laptops on eBay, and also I just sold my old iMac. I saw that other iMac models on eBay were not selling for as high as I wanted for my iMac. But I saw that some of these other iMac ads were really skimpy on details. Like, “iMac, 266 MHz, 128 RAM” and that’s it. That won’t do.
I gave every itty bit of detail about my iMac - (without getting too technical.) I made a HTML table where I listed all the techie info. I then listed all the software on the iMac. I told how it had been a good iMac for me. I showed screenshots of the iMac, with windows showing how much RAM it had, and other such technical info. I think such pictures inspire more confidence, so people know that I am being up-front about what is on the computer.
I also stressed that it was being sold AS-IS. (Very important.) When it’s a used item, and even though it’s worked great for you - it may go belly up at any time. People need to know their risks. (You don’t have to over-emphasize this, though, but be sure to mention it, at least once!)
When I sell old books or computer software, I give links to reviews of the product. Also, on software, I list system requirements. All the kind of stuff people want to know about a product before buying. They shouldn’t have to do their own research in order to know if they want the thing or not. I make my ads with an HTML editor, which gives a tidy appearance to the ad. I don’t overdo a lot of fancy formatting or graphics, but I don’t have the ad run on into one huge block of text, either. If you don’t know basic HTML, it’s REALLY easy to learn. (About 5 tags, no biggie.) Learn enough so the ad can have larger and smaller text, bulleted lists, paragraph breaks, italics, bold text, etc. That’s all you need, but it can make a HUGE difference.
I also second the “Buy it Now” option. I love buying things with “Buy it Now”. And I sold my iMac on “Buy it Now”! 8 hours after I put my ad up, someone snatched up the iMac! At a price that was higher than simular iMac models were going for at the time! Woo hoo!
Another enthusiastic vote for PayPal. It is my opinion that people will bid higher when they know they can pay with PayPal. Sometimes (especially on bigger ticket items) they can’t scrape the cash together for a check or money order, but they CAN put it on their credit card. Definitely use PayPal, or another one of those popular services.