If you're feeling brave you could go for a really low start price (and no reserve, as Tom said).
That way, you will definitely get watchers and you'll definitely get bids.... but I'm not convinced the final selling price ends up any higher.
I think the problem with something like a Fret-King is that it's a pretty obscure brand, so not many people will be looking for them specifically. But if they're just browsing for "Les Paul type guitars" they may be interested.