As a business owner, you likely have experience using advertising media to promote your company’s product or services. While you’ll certainly draw on that skill set to list your business for sale, marketing your business is a bit more refined. Rather than casting a wide net in order to broadcast information about your business to as many customers as possible, you’ll want to narrow the scope of your advertising to discreetly target qualified prospective buyers. It’s a good idea to research brokers, business-for-sale websites and trade publications to determine which has the best ability to reach your target market.
A good business-for-sale listing maintains a fine balance between providing enough information while not giving away too much. You want to make your business sound appealing to potential buyers, while at the same time you don’t want to not reveal too much to the point where they don’t feel the need to contact your for more information, or where you put your confidentiality at risk.
Include financial information, such as revenue and cash flow, as well as general geographic information, such as the state and county that your business resides in. This will provide potential buyers with useful information that draws interest without exposing your business’s specific identity.
Be creative with your ad copy. Remember that this is the first impression that potential buyers will have of your business. List your top selling points in a professional manner and be sure to spell check all your copy. Keep it brief, but make it sound interesting. Consider including high-resolution photos that don’t reveal the specific location of your business, or perhaps images related to your field of business.