We recommend the ad summarize real numbers; revenues, costs, expenses and earnings/ebitda for the past 5 years, if possible, that it state the price at which the business is being offered, that the ad give the general location of the business and the commercial sector in which the business-for-sale is engaged, but we recommend the ad DOES NOT include information that could lead to the identity the business.
Serious and qualified buyers will often not have an exact description of the business they want, but they will have a size and location in mind. Buyers will usually have commercial ‘sectors’ in mind and will typically know what they DO NOT want. Buyers will know how much money they have available and whether they are looking for a start-up or an established business with a cash flow, and many will have a cash flow size in mind.
Such is the information your ad should address. See sample ad/listing
There always seems to be good buyers looking for just about every type of business, but no buyers looking for ‘just any business.’ The job of the ad is to solicit inquiries from qualified buyers with a realistic fit potential. Inquiries from those without a fit are simply a waste of time; for both parties.