3 Keys to a Great and Fully Ad

Buyers measure the value of a business by its earningspast, present and projected.  Amongst the first things buyers will want to learn about a business, are its sales and earnings; in fact, several years of sales and earnings, and the earnings from past years that are now retained on its balance sheet.  In that combination resides its value.

If you have a good profitable business and if you want your ad to be noticed and quickly gain the focus of best buyers, don’t diminish its attraction by withholding that information to maintain its confidentiality, but instead, retain its confidentiality in anonymity and present your business in the material value buyer are looking for.

Many business owners concerned about confidentiality and reluctant to disclose such information will routinely try to entice a buyer to far lesser attractions.  If you’ve spent time on business-sell websites, you’ve probably seen exactly that; … many lesser attractions; many ads presenting very little of substance.  A buyer looking for, but not finding substance on which to begin to assess some level of interest, will often just browse right on by.

As we continue below, allow us to show you how effectively you really can present a good profitable business, both in the online ad, and offline thereafter, safely in the full and quiet confidentiality of anonymity,

A business owner tends to hold tightly to the same confidential information that good buyers are actually looking for, and an owner can become quite hesitant, uncomfortable and fumbling over disclosures, until often, early and best opportunities will have vanished.

If you have a good profitable business and if the objective is to find a buyer or have a buyer find the business, it must be presented to someone, somewhere, somehow; disclosed sometime, in-time, or the business is unlikely to be found or sold.

A business broker is in position to make that presentation without fumbling, simply by providing the information good buyers are looking for, but a broker is also in position to provide anonymity to the business and its owner and in that anonymity to maintain the full confidentiality of that information to the sole benefit of the business and its owner.  On the other hand, the owner of a business for sale by owner without such third party buffer may be exposed the first time the owner takes a call from a buyer, and an owner fearing such exposure is almost certainly going to become tentative and uncomfortable when trying to respond to a buyer’s questions or requests for more information … and that’s where the fumbling starts. 

So, I purchased Business-Trader.com with a plan to redesign it for exactly that business owner’s circumstance and we have just relaunched with these 3 Key Elements.


Valu4Sale Ad Format

Designed to present the business online in its own, real and material information that good, serious buyers are actually looking for, while holding the identity of the business and its owner in anonymity in order to retain for the owner, the confidentiality of that information.

It should be noted, same anonymity is available in all Ad formats.


Then, when a buyer inquires into the ad, and as the owner responds to the inquiry, all will be auto-mediated through Business-Trader’s 3rdParyOnLine, so that buyer and seller are free to communicate with each other, in questions, answers and in the exchange of additional information, all in that same anonymity and confidentiality for as long as the parties may choose; until such time, if ever, that the parties agree otherwise


And then offline, a broker on call; available to an owner, with as much help or as little as may be needed. Feel free to explore the Resources menu (see upper right), where we describe the selling processes, all of which may be in your wheelhouse, but in case some may not, BizBrokerOnCall is a business broker available on call, ready to lend a hand.

Illustrated below are two online Ads representing the same business and providing a good comparison.  If you were a business buyer looking for that good fit, which of these two ads would be more likely to grab your attention?   If you click on them, they’ll open to full size.

Valu4Sale Ad
Valu4Sale Ad

Illustrated left is the ad presented in a Valu4Sale format in the ANONYMITY that frees the owner to reveal the real and compelling information the buyer is actually looking for, while at the same time, maintaining its full confidentiality.

To the right it is presented in an Ez4Sale format, in words and form typical to an ad found on a popular website.

You can open both by clicking on them, and within a few minutes, anonymity provided by 3rdPartyOnLine can be fully demonstrated,

EZ4Sale Ad
Ez4Sale Ad

Note:  A member’s registration number is required in the demonstration processes. Thus, demonstration requires registration. Then, just follow the instructions at the bottom of each intermediated Ad.

A serious buyer is almost certainly looking for a business that is profitable, but probably looking also for a certain type of business, one located within a certain area, one priced within a certain range and one able to return the buyer’s investment over a reasonable period of time.

From day-1 an experienced buyer is looking for a business “that fits” or simply to move on to another, and some are inclined to move on rather quickly.  If there is indeed good fit between buyer and business, a business owner-seller will typically want that buyer to recognize the good fit quickly and to begin to focus on it.  Which of the above ads is more likely to receive that focus?

Just one more comment with regard.  If your business is not a good profitable business, it is not going to be enhanced by or show well in a Valu4Sale format.  It is probably better advertised in the Ez4Sale format where you can highlight the information you think will most effectively represent your business.  The Ez4Sale format has lots of capacity to present whatever you will, but unlike Valu4Sale, Ez4Sale is in an open structure.

Creating a Business-Trader Ad

Posting a Business-Trader Ad is for the most part pretty simple, logical, and easily navigated.  If you don’t know the formats, we suggest you take a look at Sample AdsIf you have not already done so, before you can post, you’ll need to Register.
  • Then, click on My Dashboard, select the Ad Format you intend to post and begin entering your business information into the entry form.
  • Certain of the information is *required information and are so indicated. Other is optional, depending on the Ad Format you may choose to present.
  • If you come to an entry that you are uncertain about, click Help in the Menu bar to read about the particular entry.
  • If you intend to include financial data in the ad, you will want your financial statements nearby.
  • If the narrative will be lengthy, maybe rather than direct entry, you might find it easier to write it elsewhere (in Word maybe), then copy it into appropriate sections of the business-trader narrative forms. Either way is okay.
  • With those entries completed, click Next and you’ll be on the payment screen where you can simply enter Promo Code  Get12Free or Get19Free if you are a business broker.
Thank you and we would wish you good luck at this point, except, generally it won’t be luck that finds a buyer and sells your business.

Are you a Business Owner, a Business Buyer or a Business Broker or Agent?

Business Owner-Seller

If you are a business owner, the 1-2-3 section to the left, is offered specifically for your information.

In our opinion, the needs and interests of the owners of good profitable businesses; “better businesses” are underrepresented on business buy-sell websites.

If you’ve spent time on business buy-sell websites, you’ll have noticed relatively few “better businesses” for sale by owner, due in large part to the lack of confidentiality in which a business owner might present the business, without unwanted exposure.

So today, let us show you how you really can make a material presentation, online to multiple buyers, while at the same time, retaining its full confidentiality.

Business Buyer

If you are a business buyer, then, just as you will be looking for material information from a business of interest to you, the business owner will be looking for material information from you also; … a description of a good business fit for you; your background; your capabilities, financially, operationally, and otherwise; … an exchange of information enabling both parties to assess the potential fit.

A business wanted ad can present your good-buyer credentials to multiple business owners, in as little or as much detail as you will, all in the same anonymity and confidentiality as available to business owners presenting their businesses for sale.

business wanted
Business Wanted Ad

Of course, other options are yours as well. You may not care about anonymity for yourself. In fact, if your name is well known, your name might be all that is necessary for business owners who know of you, in which case you might want to identify yourself and withhold confidential information.

Or, you might hold it all until you’ve found a business of interest, and then offer your credentials.

Business Broker or Agent

If you are broker/agent, the same Key Elements are also available to you, although elements 2 & 3 are probably not so key to you, since you provide such services to your clients directly, and you probably don’t need or want anonymity for your brokerage.

But, we do ask you the same question we’ve asked business owners; … “If you were a business buyer looking for that good fit, which of the two ads (left) would be the more likely to attract your attention?”

Special Introductory Offer

Business-Trader.com had become an obsolete technology by the time we purchased it, and has since been down throughout its redevelopment. Today, we are more than anxious to return to good service and we offer these specials to help get it all going again.

Business Owners Get12Free: Post your good profitable business-for-sale-by-owner for 12 months at no charge or until the business has been sold or until you discontinue the ad, whichever is first.

Business Buyers Get12Free: Post your ad in search of a good business, for 12 months at no charge or until you discontinue the ad, whichever is first.

Business Brokers Get19Free: Throughout the balance of 2019, post as many of your good profitable businesses for sale as you’d like, at no charge.

Post your ad for free: Enter Promo Code Get12Free or Get19Free (as defined above) when you’ve completed the ad and have come to the payment screen.

Please Notice: We emphasize “better businesses” or good profitable businesses, because honestly, that is what we’re asking for. Lesser businesses already dominate other websites and that is not what we want for Business-Trader or for its Members, though it will mean fewer ads. Our mission is not a great many ads, but good businesses bought and sold.

These are limited time offers that will be withdrawn at some time, which withdrawal will not affect the terms of any of those already participating at such time, but will discontinue the offer thereafter to others.  Such may occur at any time without notice, by deletion or modification of the above Offer(s).

Resource Menu

Business-Trader.com, a BC business buy/sell website since 1999

In the grey column to the right of this page, and every page, please notice a list of topics.  Some describe options and features, some offer suggestions, and others simply outline how certain processes are apt to unfold.  In all, we attempt to provide answers to questions we anticipate buyers and sellers will be wondering about.  If you are a first time business seller, these are particularly meant to help you think and work through the entire process of selling a business, which is really quite unlike any other selling process.  We trust you’ll find practical value in the how-to and how-not-to suggestions here simply for your information.

In particular, good serious buyers will be looking for and asking for material information, right from the start, much of which will be considered confidential information business owners will be reluctant to disclose at the start.  Nevertheless, such is the very information that best represents your business and in the Why So Much Information topic; the first topic on the menu, we describe how to provide such information in anonymity through 3rdPartyOnLine intermediation, in order to at the same time maintain the full confidentiality of that information entirely for yourself.

For business sellers, we offer three different business-for-sale presentation formats, and for business buyers, we offer a new business-wanted presentation format.  Once you have reviewed the Why So Much Information topic, the next topic; Sample Ads, will provide you with a visual illustration of each of the ad presentation formats mentioned.

And again, particularly if you are a first time business seller, we encourage you to invest a bit of time to familiarize yourself with the topics, and to think through the entire business selling process. The information, recommendations and suggestions offered throughout the topics come from real experience and are simply meant to help you to consider and navigate issues that you may not have encountered elsewhere.  And then, if and when, if ever, you may want additional hands-on assistance, we are available and able to help you develop a plan and to implement it, and we invite you to Contact Us.

Business Valuation:  In the Business Valuation topic, we describe and discuss the business valuation processes, balance sheet value, earnings value, multiple of earnings, goodwill valuation, etc., and through our BizBrokerOnCall program, we provide business valuation services; … your option of course.

The Buy/Sell Processes:  Under the Buy/Sell topic, we discuss eight separate topics (as listed to the right) for your information and consideration.  Click on The Buy/Sell Processes and you will find an introduction to each of the eight buy/sell topics, with each more fully described under each individual topic.

Seven Selling Steps:  In our brokerage experiences, we have found a very logical and deliberate process to be beneficial and we describe that beneficial process in Seven Selling Steps.  Click on Seven Selling Steps and you will find an introduction to each of the seven topical steps, again with each more completely described inside each of the seven individual topics.

Business for Sale Suggestions:   In the business for sale topic, we describe and discuss the material business information buyers will be looking for, with suggestions as to how to provide such information in anonymity, both in the online ad presentation and thereafter.  Topics under Business for Sale Suggestions include business-for-sale demo ads and the set of Help Topics for each of the ad formats.

Business Wanted Suggestions:   In the business wanted topic, we describe and discuss the buyer’s material  information sellers will be looking for, with suggestions as to how to provide such information in anonymity, both in the online ad presentation and thereafter.  Topics under Business Wanted Suggestions include business-wanted demo ads and the applicable set of Help Topics

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