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Advertising Your Business

Advertising Your Business

By BRAD PALMER

If you are going to sell your NJ business, you are going to have to advertise it. You and your broker are going to have to develop advertising material that presents the business in the most positive light, and at the same time does not lie, either by omission or commission. The advertising should be attention-grabbing and create excitement.

Restaurant

For example, let’s suppose that you are trying to sell your restaurant. Which of the two opening sentences for the advertisement is more attention-grabbing: 1) Profitable, established restaurant serving middle-class audience for sale on busy street OR, 2) Highly profitable, a well-established restaurant serving diverse clientele for sale in a recently gentrified section of the city.

Obviously, the second opening line is more attention-getting. The first sentence is boring. Profitable or highly profitable are subjective terms, but highly profitable creates the idea that an owner can become wealthy, and not simply stay in business. The term well established versus established creates that aura of the business has been operating for a long period of time. The middle-class audience creates a boring impression, while diverse clientele creates excitement. The term busy street really does not mean much, but a gentrified section of the city creates the image of youth and vitality.

Dry Cleaning

Here is another example. Let’s consider an owner of a dry cleaning shop, a very boring business, is trying to sell it. Here are two opening sentences for an advertisement: 1) This is a dry cleaning business serving an area with many business and professional people, or 2) This is a well established dry cleaning business serving a community that has recently experienced a large influx of business and professional people and is expected to grow. Obviously, the second sentence is much more likely to stimulate a response. The point is that your advertising should meet four criteria: 1) 100% true, 2) attention-grabbing, 3) create excitement, and 4) make the reader want to contact you for more information.

A Numbers Game

Selling a business, like anything else, is fundamentally a numbers game: the more people who contact you, the greater the likelihood that you will sell the business in a timely and expeditious manner. Your advertising should be designed to stimulate the largest possible response.

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