The Ultimate Guide to Writing Product Descriptions for Second-Hand Sales

Imagine landing on an online storefront and seeing a pair of jeans for sale. You click in the description to find out more:

“REAL working mans pants” -A real product listing seen on eBay

Yikes. In this case it's pretty damn funny, but yikes. What size is it? Does it only fit REAL men? What even is that? There’s no faster way to lose potential customers than with a poorly written product description.

Writing effective product descriptions for second-hand goods is about finding a balance between being informative and not overdoing it. You want to clearly describe the product and its condition while also engaging the buyer's imagination. Read on for tips on how to write effective product descriptions that convert visiting clients into repeat customers.

1. Nail the Title

A clear and concise title, next to the product image, is one of the first elements that a customer sees. You’ll want to nail it. Consumers are scanning for key information regarding price, size, or the exact model to decide whether to buy.

A banging title should include:

- The name of the item (including brand or model, if applicable)

- Key descriptors (such as size, color, material)

Example: “Levi's Denim Vest - Classic Blue Sleeveless Jacket XL”

Including these details in the title not only conveys the key information about the product to the customer but also improves your SEO by making the listing more likely to match specific search terms potential buyers might use.

2. What Makes the Product Special?

Once you’ve nailed the title, you’ll want to expand on the key features in the description. Second-hand shoppers tend to fall in love with the uniqueness of the items they find in your store, but they don’t want to be lied to. You’ll want to reference:

- what cool features make the article special (e.g. denim with lace trim)

- A note on the condition (e.g. good as new, gently used, well-loved etc.)

See an example here on our great friends at Pampelmuse.

“This vintage Gabriella Benelli vest features a beautiful patchwork design in navy blue, black and darker blue tones. Made from a combination of suede and velvet fabrics, the vest has a classic button-front closure with decorative metal buttons.”

In the above, ‘patchwork’ is the standout feature we are highlighting. “Made from a combination of suede and velvet fabrics” helps the item be found by users searching for these specific fabrics.

3. Spark Buyer Imagination

While facts and features are important, storytelling is essential. By tapping into the customer’s lifestyle or aesthetic, you make the product feel more desirable. Spark buyer imagination by painting a picture of how they might use or enjoy the product.

Example: “This polo would be a great addition to a casual wardrobe and could be paired with jeans or shorts for a fashionable look.” If an item of clothing could be described as perfect for a specific occasion or season, own it!

As a bonus, if you REALLY want to prompt the buyer’s imagination, considering using our AI models feature to visualise an item being worn. Research shows this helps buyers feel more confident about a purchase.

4. Sneak in SEO

For your listing to be found online easily, using SEO-friendly keywords is a must. Include terms that potential buyers are likely searching for:

Relevant product keywords: “second-hand,” “pre-loved,” “vintage,” or “used” would help you target search queries specific to the second-hand market

Details: adding specific information like size, color, brand, and material, would help your listing matchup with common search filters

For example, you could ensure the description of the stylish skirt above would be accompanied by the following keywords: Maria Menzel, Striped Skirt, Midi Skirt, Women's Fashion, Size S Skirt, Wool Blend Skirt

At the end of the day, writing effective product descriptions for second-hand goods is about more than listing facts. You’ll want to be clear and honest, but balance the transparency with storytelling and sprinkle in a little bit of sparkle to boost your search rankings and increase sales.

If doing all this manually feels like too much of a hassle, we’ve got you covered. This is exactly why we developed Minimist. Book a demo to see how the software can help you reduce your listing time by 11.5x, increase revenue and find customers you don’t know you’re missing.