How do I write a classified ad that sells quickly?

An ad sells faster when people can see at a glance what you are offering, what condition it is in and what it costs. You need a precise title (brand, model, key spec, condition), several photos taken in daylight that include any defects, an honest description with dimensions and age, and a price you have checked against similar listings.

Key points

• Title formula: brand + model + key spec + condition, e.g. “Cube Touring bike, 28-inch, size M frame, just serviced”.
• Photos: daylight, several angles, close-ups of defects. The first photo is the cover.
• Description: dimensions, age, condition, accessories, reason for selling and pickup times.
• Price: compare similar listings and choose deliberately between a fixed price and “Negotiable”.
• Contact: reply quickly, stay in the platform’s chat, never share codes and never ship before the money has arrived.

1. The title: brand, model, key specs, condition

The title appears in the results list and decides whether your ad shows up in a search at all. Buyers type specific terms such as “iPhone 13” or “Tripp Trapp”, not “great deal”. On swissmax the title can be 5 to 100 characters long: use them for facts.

1. What exactly: item, brand and model.
2. Key specs: size, storage, year or dimensions, in other words what buyers compare.
3. Condition: new and boxed, as new, used with signs of wear, or faulty.

Examples: “iPhone 13, 128 GB, battery 86%, good condition”, “Grey corner sofa, 250 × 180 cm, fabric, 4 years old” or “Bugaboo Fox 3 pushchair, complete with carrycot”. Skip capital letters, exclamation marks and words like “bargain”. A precise title also helps with saved searches: people who have saved a search are notified when a matching new ad appears.

2. Photos: daylight, several angles, show the defects

Photos decide whether anyone opens your ad. The first photo is the cover; you can change the order while uploading by dragging the images or using the arrows.

• Shoot in daylight, by a window or outdoors, without flash.
• Use a plain, tidy background and let the item fill the frame.
• Cover shot of the whole item, then the sides, back, details and the model plate.
• Close-ups of defects: scratches, stains, dents. This builds trust and avoids arguments at handover.
• For electronics, add a photo with the device switched on, for example showing battery health in the settings.
• Use only your own, current photos, never manufacturer images. Photos that do not match the ad are a common reason for rejection.

3. The description: honest, specific, complete

A good description answers the main questions before anyone asks them. You get fewer back-and-forth messages and more serious enquiries. Include:

• Dimensions and weight (width × depth × height); for clothing, size and fit.
• Age and purchase date, with the receipt or remaining warranty if you have them.
• Condition, including defects and any repairs.
• What is included: charging cable, original packaging, manual, accessories.
• Reason for selling (moving house, outgrown, replaced): one sentence is enough.
• Pickup and shipping: location, possible times and whether you post it.

Honesty protects you too. Anything you explicitly promise, such as “new battery”, must be true (Art. 197 of the Swiss Code of Obligations). As a private seller you can exclude liability for defects (“sold as seen, no warranty”). Under Art. 199 of the Code of Obligations, however, that exclusion does not cover defects you have fraudulently concealed.

4. Setting the price

1. Search for the same model in the same category and compare offers in similar condition with similar accessories.
2. Bear in mind that listed prices are asking prices. Items often sell for a little less.
3. Choose the price type: Fixed Price, Negotiable, Free or On Request. With “Negotiable”, buyers see the label next to the price, so leave yourself some room.
4. State a clear amount such as CHF 380. For everyday items, “On Request” tends to put people off.
5. Few enquiries after about a week? Check the cover photo and title first, then the price. One clear reduction usually works better than several small ones.

For more detail, read our guide on pricing second-hand items. Things with little value left can go in Free Stuff.

5. Pickup or shipping?

For furniture, bikes and large appliances, collection is the norm. Small items can reach buyers across Switzerland by post. In the ad you choose, for example, “Pickup Only” or “Ships in Switzerland” and can enter a shipping cost in CHF.

• Keep shipping costs realistic: according to Swiss Post, a PostPac Economy parcel up to 2 kg has cost CHF 9 at the counter since January 2026, or CHF 1.50 less with a label created online or in the Post app. Heavier, larger or faster parcels cost more.
• Pack carefully and keep the receipt with the tracking number.
• Only ship once the money is in your account.
• For pickup: cash or TWINT at handover, and let the buyer check the item on the spot.

6. Reply quickly and safely

Buyers often contact several sellers at once. Whoever replies first with concrete answers stands a better chance.

• Turn on push notifications: swissmax can be added to your home screen and alerts you to new messages.
• Stay in the swissmax chat rather than moving to WhatsApp or email.
• Never pass on SMS, login or TWINT codes, and never enter card, bank or TWINT details via a link or QR code to “receive” a payment. Swiss Crime Prevention warns about exactly this scam (skppsc.ch, in German, French and Italian).
• Be wary of overpayments, so-called couriers and time pressure.
• For the handover, pick a public place in daylight or bring someone along.

There is more in our safety tips, the guide on spotting classified ad scams and the one on safe handover and payment.

How swissmax helps you list

• Free listings: standard ads cost nothing, with no listing fee. How many ads you can have active at once depends on your plan; your limit is shown in your dashboard. An ad stays online for 60 days by default (shorter or longer in some categories) and can be renewed under “My Ads”.
• Price check: where there are enough similar ads, the form shows the usual price range of the last six months while you fill it in. It is an orientation, not a valuation. Because swissmax is new, it does not appear in every category yet.
• Drafts: use “Save as Draft” to finish later. Nobody sees your drafts until you publish them.
• Privacy: by default, the ad shows only the postcode and town. Your phone number is never shown openly: it can only be revealed with a click if you choose phone or WhatsApp as a contact option. GPS data in your photos is removed on upload.
• Chat with warnings: if someone slips in a phone number, an email address, a link or an IBAN, or asks for payment in crypto or gift cards, both of you see a warning. If you prefer, only people with a verified ID can contact you.
• Extra visibility, optional: TopUp, Highlight, Urgent and Featured are paid extras, with the price shown before you buy. Pro and Business plans allow more active ads. Details are in the FAQ.

Ready? Post an ad. Before your first ad you confirm your email address and mobile number; some categories also require an ID check.

FAQ

How many photos should an ad have?

At least three: the whole item, a detail and any defects. For pricier or more technical items, add more. The form shows you how many photos you can upload.

Do I have to mention defects?

Yes. Visible and known defects belong in the description and the photos. Even when selling “without warranty”, you remain liable for defects you fraudulently concealed (Art. 199 of the Code of Obligations).

Fixed price or negotiable?

A fixed price suits you if your price already sits at the lower end of comparable offers. “Negotiable” suits you if you have built in some room and expect offers.

What if my ad does not sell?

After about a week, review the cover photo, title and price. Add missing details such as dimensions or accessories, and if needed lower the price in one clear step. Optionally, a TopUp moves the ad back to the top of its category.

Last updated: November 2026. Swiss Post prices and swissmax features may change.