The only thing I'd add is DON'T have a reserve price!!  
Nobody benefits from them except eBay.  In addition to the listing fees, they'll charge you a reserve fee - 2% of the reserve price - which you pay whether or not the item sells. 
I also think reserves can put off buyers because they're bidding blind.  If you have a reserve of £220 and a start price of 99p you'll get loads of bids - but most of them will be chancers looking for a bargain.  Serious bidders may be put off if they see 20 bids and an unknown reserve that still hasn't been met.  Result:  the price may never reach £220, so no sale.   
On the other hand, if you have a start price of £220 (but no reserve) you may only get one bidder, but at least the item sells.  And eBay get a few quid less out of the deal.