Selling your business will be a complex process but to even start it, you need a great ad. The interest for your business depends on how you handle the “business-for-sale” advertisement.
However, the question that puzzles many business owners and brokers is how can you write an ad that attracts potential buyers and yet, doesn’t reveal too much about the company? To attract potential buyers you need to balance confidentiality with the best description. As challenging as this task can seem, you won’t have to worry about it if you have proper guidelines.
So, are you ready to learn more about writing an effective ad for selling your business? The answers lie in front of you, all you have to do is keep reading.
Be Concise and Informative
As you can’t share specific details about your business (due to confidentiality), the ad needs to be concise and direct.
Don’t waste potential buyers’ time on attributes and fancy words. Get straight to the point and provide valuable information.
The type of information you can include is:
- Type of business (restaurant, hair salon, manufacturer, etc.)
- Location (you can state a region or target a few different communities)
- Price range (net profit, not gross profit)
A concise ad packed with crucial information will be scannable. Provide buyers with general hints about what your business brings to the table. This will help the buyers assess whether your ad is what they are looking for.
However, keep in mind that the more general information you include, you’ll attract a larger pool of potential buyers. Once they sign the disclosure agreement, you’ll be able to provide them with more info, so don’t worry about that. For now, you need to keep it short.
Focus on Your Current Strengths
You need to give buyers a solid reason to purchase your business. Differentiate your business from others in that niche by writing about your strengths.
What’s important is that you only write about your sensible strengths. That is, what your business is, not what it could be.
Writing about how your business has unlimited potential isn’t the type of information that buyers are looking for. The strengths you can write about is the long tradition your business has, that your business is a profitable business, popular, etc.
If you struggle with this task and you can’t manage to formulate your strengths, don’t hesitate to include an extra pair of hands on this task. Team up with writing services such as GrabMyEssay and get the help of a professional writer.
Explain Why You Are Selling the Business
If buyers see an ad for a business that sounds amazing and profitable, they might think “what’s the catch?” Why are you selling the business if it’s so great?
Eliminate their distrust from the very start by shortly stating why you put the business on sale. Of course, don’t go into details, just add the reason like “owner retiring” or “want to relocate.”
Providing buyers with an explanation will make them more comfortable about their decision to contact you or your broker.
Create an Attention-Grabbing Headline
The headline makes the first impression on the buyers. If the headline doesn’t evoke their interest, some of the buyers won’t even bother to click on the ad. Or, some other ad with a better headline will steal their attention.
What you should focus on when writing a headline is:
- Make it short
- Use the main keywords
- State what your business is
- Add a luring strength
The strengths we discussed above can come in handy for crafting an effective headline. For example, rather than using “Coffee Shop for Sale” for the headline, write “Highly Profitable Coffee Shop for Sale.”
Describe your business as an investment-worthy of buyers’ time. What you’ll gain from this is that you’ll evoke their emotions or to be more precise – a sense of urgency.
If you need some help with identifying the perfect attribute for the ad headline, find a writing service using write my assignment search keywords. This will lead you to essay writers and editors who are experts in condensing information and crafting attractive headlines.
It’s essential that you are moderate in your description. Using language such as “this place is a gold mine” will detract your credibility and repel the buyers.
Buyers are able to distinguish facts from sales phrases. Describing the business as “once in a lifetime opportunity” or “the best offer on the market” will make you seem desperate.
Instead, rely on facts and details. You can share that your business is in a growing area, attracting top talent employees, or in a high traffic area. That type of information will get buyers excited about purchasing your business without revealing too much.
Help the Buyers Determine Whether If They Are a Match
You’ll save a lot of your and the buyers time if you help them self-qualify themselves. Giving them the information that can help them assess whether they can handle your business will be very useful.
You want to get in touch solely with the people who are capable to buy your business.
For example, the information on your annual revenues will tell them if your business is too small or too big for them. The asking price will let them know if they can even afford to consider buying your business.
Keep this information relevant but don’t disclose the details that will compromise your identity.
Edit and Proofread
Writing mistakes can be a huge repellant for potential buyers. If you aren’t able to post an error-free short ad, then how will the business transition look like?
Don’t click that publish button until you are sure that your ad is free of any grammar and spelling mistakes. Use online proofreading and editing tools to check for mistakes and check the ad’s readability score to ensure that it is comprehensible.
Take your editing to the next level by contacting research paper writing services and hiring a professional editor. If you aren’t sure about your writing abilities this can be a safer choice.
Hopefully, these tips will help you create an image of what the ad for your business should look like. Remember to aim for the balance between informative and confidential. Once you write a great ad your only assignment will be to be patient and wait for the best offer to arrive.