Why every Rokin listing leads with video

A still photograph tells you what a bull looks like standing still, which is the one thing a buyer does not need to know. Everything that matters — how he leaves the chute, how he carries himself, whether he has any drop — only shows in motion.

Opening paragraph. Set out the problem the article is about in plain terms, and say who it is for. Keep it to two or three sentences before the first subheading.

A subheading that makes a claim

Body copy. Paragraphs run about three to five sentences. Where a fact is specific — a fee, a date, a measurement — check it against the Terms of Service so the two do not drift apart.

A second paragraph, if the point needs it. Otherwise move on.

A second subheading

More body copy. Lists work well for anything procedural:

• One point per line, starting with the verb.
• Keep them parallel in structure.
• Three to six items; beyond that use subheadings instead.

A minor heading, where a section needs dividing

Closing thought, and where relevant a link back to the part of the site the article is about — the marketplace, live auctions, or the help centre.