Maury was asking a question along this line a week or so back on the AGF, and i've thought of this thing more than a couple times when i'm surfing the net checking out guitars.
the things that most appeal to me are:
1) pictures of the actual guitar for sale-if i know its a generic picture of a model of that guitar i usually don't look which means i'm not going to be interested.
to take this a little further-the type of pictures i like to see are:
a)sharp and infocus
b)upclose with good lighting detail
c)an upclose very in focus picture of the headstock including the nut and down to about the second fret(why? to see how well the strings are spaced, and the inboard set distance of both E strings-this makes a huge difference for me as it means the difference of whether i'll need to recut and replace a new nut or not. and it shows me that the low E is not too close to the fretend for my style of playing,especially regarding hammer-ons and pulloffs) *for me, GuitarRodeo does this shot perfect-thats how i like it*
d)good picture of the front and rear body
e)and its neat to see a good side angle view of either or both sides-but not necessary with me, but it does give a much better view of how the binding all ties in
2)soundclips:
i like the same song played on the different guitars. i don't have the option of a nearby dealer. my most close "local" dealer is 1.25 hours away, the next one is over 2 hours away. so i spend a lot of time browsing the net when the GAS pains hit. i like how the Podium uses gives a fingerstyle song, then some strumming, then some chords-next up i like Gryphon, although they use different songs per guitar, it still gives you a good sound of that exact guitar. and give me more than 30 seconds, let me here at least 2 minutes so i get a good feel of that guitars music
shops that offer good soundclips:
*the Podium
*Gryphon
*Artisans
*GuitarGallery
3)actual cost posted-doesn't matter to me as i will be emailing or calling to work a deal as best as possible.
4)actual specs: nut width, saddle string spacing, scale length, neck profile
these are the things that will catch my eye, my ears, my senses, and after i play that soundclip a dozen times, i might be emailing to see how much this is going to cost me..............

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