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.