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Selling a Business - How to Write a Business-For-Sale Ad That Works
Your online business-for-sale advertisement should be created with two important facts in mind:
Fact #1: The Goal For Your Advertisement Is To Attract Qualified Buyers And Motivate Them To Request More Information
You can't sell your business through an ad, you can only hope to locate people who are good prospects and peak their curiosity. Don't try to communicate every single detail about the company. Just tell the reader enough to get them interested in your business and wanting to know more.
Fact #2: Buyers don't READ online ads, they SCAN them.
The reason buyers scan ads and don't read them is because there are so many ads out there -- no one could read them all. What they will do though, is scan the page looking for a few hot-button words that catch our eye. A high quality prospect will have a general idea of the types of businesses that appeal to him. He will have certain hot buttons related to:
When he comes across one of his hot buttons, the buyer will then slow down to read more details about that particular business. While scanning the ads the buyer is compiling a short list of businesses with which to follow up. It should be your goal to get on the short-lists of high quality buyers while simultaneously being left off the short-lists of the unqualified tire kickers.
There is not much you can do about the type, location and price range of your business - they are what they are. So the key to writing a good ad comes down to the "Description" or "Comments" section of the ad.
The thing to remember when writing the the comments section of the ad is this:
Tell them just enough information to get them interested and wanting to know more. In other words don't try to tell them every last detail about your business. Simply mention 3-5 positive elements of your business and spend 1 or 2 sentences describing them.
Some things you want to mention are:
-You have a transferable lease in place with attractive rent and an option to renew -You are located on the corner of a busy intersection
-You will stay on with the business temporarily for a training period
-You have lots of repeat customers
-You have unique or patented products
-Sales and profits have been increasing each year.
Things To Avoid In Your Business For Sale Ad: Earlier, I mentioned that while you want to be on the short list of good prospects, you also want to stay off the list of unqualified prospects.
There are a lot of people with no available cash and bad credit who think they can buy a business. There are also a lot of sharks out there - savvy business people who are looking to buy a business well below it's legitimate market value.
To avoid getting a lot of response from the wrong people, here are some things you DON'T want to do:
*Under no circumstances should you ever write OBO ("Or Best Offer") next to your asking price. It's sends a signal that you are desperate. Every bottom feeding, low-balling, shark will come out of the woodwork just to see if they can steal your business.
*If you include a reason for selling, make sure it's a positive one such as retirement or to pursue other business opportunities. Every buyer will want to know why you are selling. But now is not the time to let them know you are under the gun due to divorce or illness.
*Don't over hype the business. There is no reason to use phrases like:
"THIS PLACE IS A GOLD MINE!!!!"
"THE SKY IS THE LIMIT!!!!!!!"
"OWNER HAS BRAIN DAMAGE! .... IT'S A STEAL AT TWICE THIS PRICE!!!!!!!!!!!
When a high quality prospect reads this, he just moves on to the next ad. If the business was really solid, the seller would not have to resort to these sorts of statements.
Patrick Jennings is the founder of several web sites related to the buying and selling of small businesses including Sell-A Small-Business.com - a free site that covers the selling process from start to finish.
Article Source: http://EzineArticles.com/?expert=Patrick_Jennings