How to Write an Auction Brochure
An auction brochure acts as both sales pitch and reference guide for the auction. Potential auction-goers can glance through the brochure to look for event details and find items of interest that will be at the auction. For those already at the auction, the brochure contains guidelines and rules for participating in the auction as well as more detailed information about each item available for auction. Writing an attractive and useful brochure can increase attendance and interest in your auction.
Other People Are Reading
Instructions
-
-
1
Provide the event details. Tell the reader about the organization hosting the auction, what the name of the auction is (if applicable) and where and when the auction will take place. List any entertainment or hospitality services that will be offered. Include an hourly schedule of the auction. If the auction items are available for inspection beforehand, list details. List contact information, including website and email. Give directions, including a map.
-
2
Describe the procedures for the auction. Explain where, how and when auction-goers can place bids on items. Include the auction rules, such as who determines the winning bid and when final payment arrangements must be made, in a separate section. Check for any stipulations required by various items, such as airline travel vouchers. List payment terms: cash, certified check, credit card, Pay Pal etc. Describe returns policy, if any. Be clear about reserve requirements, minimum bid and the like. Define a buyer's premium if this is part of the auction. List warranties and exclusions -- the legalisms.
-
-
3
List the items available for auction. Provide a photograph of the item (or a picture that represents the listing) and a brief promotional description of the item. Include any stipulations or fine print for the specific item, such as black-out dates for travel. Number each item for easy reference.
-
4
Describe the provenance -- the origin -- of antiques and collectibles. This is a record of origin and ownership of a collectible that helps attest to the originality. "Provenance separates the special, almost sacred objects of the past from the ordinary ones," says Michael Flannigan. He is a participant in the PBS "Antiques Roadshow" and an expert in American furniture in Baltimore.
-
5
Thank any sponsors or donors for their contributions. Include acknowledgements throughout the item listings for donated items. Mention any individual who was involved in organizing and operating the auction. If this is a recurring event, list next auction date and time. Invite participants to share feedback on the auction and how to improve it.
-
1
References
- Photo Credit Todd Oren/Getty Images Entertainment/Getty Images
