The difference between a lot description that gets ignored and one that draws bids isn’t florid prose — it’s discipline. Bidders skim. They want enough information to decide quickly, with the assurance that they’re not going to be stung at collection. Here’s a working framework, distilled from what consistently works in UK rooms.
1. Start with what it is
The first line should answer “what am I bidding on?” without ambiguity. Not “a lovely Victorian piece” — that’s marketing waffle. “A George III mahogany bow-fronted chest of drawers, c.1790” tells the bidder the era, the wood, the form, the date. They can decide in two seconds whether to keep reading.
2. Add the distinguishing details
One sentence, the things that aren’t obvious from the photo:
- Maker (if known and confidently attributed)
- Period or date range
- Materials, including secondary woods or platings
- Construction features that signal quality (cock-beaded drawers, dovetail joinery, original handles)
- Provenance, if you have it
3. Dimensions go next
Always. “H 89cm x W 110cm x D 53cm.” Bidders have walls and rooms to fit things into. Missing dimensions cost you bids from anyone who isn’t already in the room.
4. Condition — be specific
The condition report is where buyer disputes are won or lost. Be specific, not euphemistic:
- “Some wear” → useless. “Light surface scratches to the top consistent with age; one small chip to the left front foot.” → defensible.
- “Restored” → vague. “Polished surface; later replacement drop handles to the bottom drawer.” → bidders know what they’re buying.
- “As found” → red flag. “Sold as found — drawer linings showing signs of woodworm flight holes, no active infestation observed.” → discloses without alarming.
5. End with what’s missing
If there’s no original key, no maker’s label, no certificate, say so. Bidders assume things are present until told otherwise. Don’t let them be surprised at collection.
6. House voice — pick one and stick to it
Read your last three catalogues and ask: does this read like one person wrote it? Inconsistency is exhausting for repeat bidders. Some houses go formal-conservative, some descriptive-warm, some lean into specialist jargon. Pick a register, write a one-page style guide, brief whoever’s cataloguing.
7. What NOT to do
- Don’t oversell. “Stunning”, “exquisite”, “rare” lose meaning when used on every lot.
- Don’t speculate on attribution. “Possibly by Sheraton” is fine. “By Sheraton (unsigned)” is a buyer dispute waiting to happen.
- Don’t hide damage. The internet has ruined any room that tried this five years ago.
- Don’t translate marketing copy from the consignor. “Family heirloom passed through three generations” is not catalogue copy. “Property of a private collector” is.
The 30-second test
Read your description out loud. If a regular bidder couldn’t decide whether to bid in 30 seconds — too long, too vague, or too padded. Cut.
The role of AI here
An AI cataloguing tool like Snaplot writes to this framework by default — what it is, distinguishing details, dimensions where photographable, condition from photo evidence, what’s not visible. The output is a draft you edit; the framework is enforced from the first try, so what you publish is consistent across the catalogue without having to police every cataloguer’s prose individually.