Listing Copywriting Guide for Resellers

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Words sell. After your photos get the click, your title and description close the sale. Poor copy means more questions, lower offers, and missed sales. Great copy means faster sales at higher prices with fewer buyer inquiries. This guide covers the exact formulas and strategies that top resellers use to write listings that convert.

📊 Quick Reference

eBay title limit80 characters

Poshmark title limit80 characters

Mercari title limit40 characters

Most searched firstBrand + Category

Description sweet spot150-300 words

Title Formulas That Work

Your title has two jobs: show up in search results and get the click. Here are proven formulas for each platform.

The Universal Formula

Standard Title Formula

[Brand] + [Item Type] + [Key Feature] + [Size/Color] + [Condition]

Example: Nike Air Max 90 Running Shoes White Men's Size 10 EUC

This formula works because it front-loads what buyers search for. Brand and item type are the most common search terms—put them first.

Platform-Specific Formulas

Platform	Limit	Best Formula
eBay	80 chars	Brand + Type + Feature + Size + Color + Condition
Poshmark	80 chars	Brand + Type + Style Detail + Size (condition in description)
Mercari	40 chars	Brand + Type + Size only (details in description)
Depop	150 chars	Brand + Type + Aesthetic keywords + Size
Facebook MP	99 chars	Type + Brand + Condition + Size (local focus)

Title Examples by Category

👔 Clothing

Nice Blue Shirt Size Large Men's ***LOOK***

Polo Ralph Lauren Oxford Shirt Button-Down Blue Men's Large EUC

Why it works: Brand first, specific item type, color, size, condition. No wasted characters on "nice" or attention-grabbing symbols.

👟 Shoes

RARE Jordan 1s MUST SEE!!! Great Condition

Air Jordan 1 Retro High OG Chicago 2015 Men's 10.5 VNDS

Why it works: Full model name (what people search), colorway, year, size, condition. Collectors search by specific names.

👜 Bags

Beautiful Designer Handbag Like New

Louis Vuitton Neverfull MM Damier Ebene Tote Bag w/ Pouch Auth

Why it works: Brand, model, size (MM), pattern name, bag type, includes pouch, authenticity noted. Every word is searchable.

📱 Electronics

iPhone for sale works great

Apple iPhone 13 Pro 256GB Sierra Blue Unlocked - Excellent

Why it works: Brand, model, storage, color, carrier status, condition. These are the exact terms buyers filter by.

⚠️ Never use: ALL CAPS (looks spammy), excessive punctuation (!!!), words like "LOOK" or "L@@K" or "WOW" (wastes characters, looks amateur), asterisks or symbols (doesn't help search).

Keywords: What Buyers Actually Search

Understanding search behavior is the difference between page 1 and page 10. Here's what matters.

Primary vs Secondary Keywords

Primary Keywords (Must Include)

Brand name Item type Size Color

These go in the title. They're what buyers type into search.

Secondary Keywords (Include in Description)

Model number Style name Material Season/Year Aesthetic (Y2K, vintage, etc.) Alternative spellings Complementary items

These help with long-tail searches and provide context.

Keyword Research Tricks

eBay autofill: Start typing in eBay's search bar and see what autocompletes. These are real searches people make.
Sold listings: Look at what titles successful sellers use for similar items.
Platform filters: Check what filter options exist (size, color, material). Include these terms.
Common misspellings: "Lululemon" vs "Lulu Lemon" — consider including both in description.

💡 Pro Tip: On Poshmark and Mercari, use all available brand fields even if they seem redundant. The algorithm weighs these heavily for search ranking.

Description Structure That Converts

Most buyers skim. Structure your description so key info is impossible to miss.

The Proven Description Template

Description Structure

1. Opening hook (1 sentence)
2. Key details (bullet points)
3. Measurements
4. Condition notes + flaws
5. Keywords/styling suggestions
6. Shipping/policies (optional)

Section-by-Section Breakdown

1. Opening Hook

One sentence that answers "why should I buy this?" Not "thanks for looking!" — that's a waste.

✗ Weak Opening

"Thanks for checking out my listing! This is a great shirt."

✓ Strong Opening

"Classic Ralph Lauren oxford in excellent condition—a wardrobe staple at a fraction of retail."

2. Key Details

Bullet points for scanability. Include everything a buyer needs to make a decision:

Brand and model
Size (including fit notes: "runs small," "oversized")
Color (use actual color name, not "pretty blue")
Material/fabric composition
Notable features (pockets, zippers, etc.)
Retail price (if known and impressive)

3. Measurements

Non-negotiable for clothing. Measure flat, be specific:

📏 Measurement Format

Measurements (flat):

• Pit to pit: 22"
• Length: 28"
• Sleeve: 25"
• Shoulder: 18"

Always specify "measured flat" or "laid flat" to prevent disputes.

4. Condition Notes

Be honest. Disclose everything. Use standard condition terminology:

Abbreviation	Meaning	Use When
NWT	New With Tags	Tags attached, never worn
NWOT	New Without Tags	Never worn but tags removed
EUC	Excellent Used Condition	Minimal signs of wear
VGUC	Very Good Used Condition	Light wear, fully functional
GUC	Good Used Condition	Noticeable wear but presentable
VNDS	Very Near Deadstock	Shoes: worn 1-2x, near perfect

5. Flaw Disclosure

This is where trust is built or broken. Be specific and photograph everything.

✗ Vague Disclosure

"Minor wear, nothing major."

✓ Specific Disclosure

"Small 1cm stain on left cuff (see photo 6). Slight pilling under arms. No holes, tears, or odors."

⚠️ Critical: Undisclosed flaws lead to returns, negative feedback, and account suspensions. When in doubt, disclose it. Buyers appreciate honesty—many will still buy if you're upfront.

6. Keywords & Styling (Optional)

Natural keyword inclusion helps search without looking spammy:

Smart Keyword Integration

"Tags: vintage Y2K streetwear hypebeast Nike Jordan Adidas supreme"

"This 90s windbreaker has strong Y2K vibes—perfect for the vintage streetwear aesthetic. Pairs well with baggy jeans and chunky sneakers."

Same keywords, but reads naturally and provides value.

Platform-Specific Tips

eBay

Use Item Specifics: Fill out every available field. eBay's search heavily weights these.
Subtitle: Worth the $1.50 for high-value items. Add details that don't fit in title.
Structured data: Include measurements in a consistent format eBay can parse.
Mobile preview: 90% of buyers browse mobile. First 50 characters show in search results.

Poshmark

Style tags: Use all 3 style tags. This is how Poshmark categorizes for "Style" searches.
Brand field: Even if brand is in title, fill in the brand field.
Social copy: Poshmark buyers like personality. A little warmth goes further here.
Size system: Use Poshmark's standard sizes. Custom sizes confuse the algorithm.

Mercari

40-character title: Be ruthlessly efficient. Brand + Type + Size only.
Description carries weight: Since titles are short, description keywords matter more.
Smart pricing mention: "Priced to sell" or "Open to offers" can increase engagement.

Depop

Aesthetic keywords: Y2K, cottagecore, dark academia, etc. These are how Depop users search.
Hashtags work: Unlike other platforms, Depop hashtags in descriptions help discovery.
Story sells: Younger audience. Share why you love the piece.

Advanced Techniques

The "So What?" Test

For every feature you list, ask "so what?" The answer is your benefit statement.

Feature → Benefit

• "100% cotton" → "Breathable and comfortable all day"

• "Gore-Tex lining" → "Keep your feet dry in any weather"

• "Slim fit" → "Modern silhouette that flatters"

• "Vintage 1980s" → "Authentic retro style you can't find in stores"

Price Anchoring

When you have retail price info, use it:

"Originally $198 at Nordstrom"
"Retailed for $350, selling for less than half"
"Current season, still in stores at full price"

Urgency (Use Sparingly)

Effective but can feel manipulative if overused:

"Only one available" (if true)
"Hard to find in this colorway"
"Discontinued style"

💡 Pro Tip: The best urgency is real scarcity. Don't manufacture it—that erodes trust. But if something is genuinely rare, say so.

Common Copywriting Mistakes

"Thanks for looking!" — Wastes space. Get to the point.
Keyword stuffing — "Nike Adidas Puma Jordan" when you're selling one brand. Platforms penalize this.
ALL CAPS TITLES — Looks like spam. Hurts credibility.
Emojis in titles — Wastes characters, doesn't help search, looks unprofessional.
Missing measurements — Guaranteed questions or lost sales.
Vague condition — "Good condition" means nothing. Be specific.
"Ask questions before buying" — You should have answered questions in the description.
Walls of text — Break up with bullets, spacing, sections.
No mobile testing — What looks good on desktop may be unreadable on phone.

Copy Templates You Can Steal

Clothing Template

[Brand] [Item] in [Condition]

[One-sentence hook about the piece]

Details:
• Brand: [Brand]
• Size: [Size] ([fit notes])
• Color: [Color]
• Material: [Fabric composition]

Measurements (flat):
• Pit to pit: [X]"
• Length: [X]"
• Sleeve: [X]"

Condition: [Condition grade]. [Specific condition notes]. [Flaw disclosure if any].

[Optional: styling suggestions or keyword-rich closing sentence]

Shoes Template

[Brand] [Model] [Colorway] Size [Size]

[Condition and authenticity statement]

Details:
• Brand: [Brand]
• Model: [Full model name]
• Colorway: [Official colorway name]
• Size: [Size] ([fit notes])
• SKU/Style code: [Code]

Condition: [Uppers/Midsoles/Outsoles/Insoles condition]. [Box/accessories included].

Includes: [List everything: box, extra laces, etc.]

100% authentic. Happy to provide more photos.

Related Guides

Listing Description Generator — Auto-generate descriptions
Photography Guide — Take photos that sell
Pricing Guide — Price your items right
Condition Guide — Standard condition grading

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