Good copy pulls the right buyers, keeps the wrong ones out, and protects your seller.

You are balancing interest with privacy. Say enough to spark a serious enquiry. Keep names, street clues, and giveaways out of the public ad. Use the frameworks below. Fast to fill. Easy to read. Built for brokers who do not want fluff.

What matters most

• Specifics beat slogans. Category, location level, edge.
• Clarity over hype. If you cannot prove it, park it.
• Privacy first. Share details only after NDA.
• Make the day to day visible. Buyers want to picture the work.

Step 1. Write the headline that earns the click

8 to 12 words. Lead with category and the edge. Skip words like For Sale or Opportunity. They use space without adding value.

Headline formulas

• [Category] in [region] with [contracted or recurring revenue]
• [Category], [trading pattern], [simple lifestyle edge]
• [Category] with [capacity or margin stat]

Examples

• Coastal HVAC contractor with long term strata contracts
• Inner west espresso bar, 5 day trade, 28 kg coffee
• Commercial cleaning group with 92 percent repeat revenue

Step 2. Give a punchy summary buyers can qualify in seconds

Two sentences max. Location at region level, category, scale, owner role, and one hook.

South Brisbane automotive workshop with two hoists and a loyal fleet client base. Revenue high six figures, owner works four days, handover offered, growth from adding a third hoist.

Tip: ranges keep you safe. High six figures is fine. Exact dollars come after NDA.

Step 3. Write the sales description buyers actually read

Target 200 to 400 words. Use short sections. Answer the questions that come up on every call.

1. Operations. Days, hours, seasonality, workflow, systems.
2. Team. Roles, tenure, who stays, training notes.
3. Owner role. Weekly tasks, hours, what can be handed to staff.
4. Customers. Mix, repeat rate, contracts, key accounts, concentration risk.
5. Premises. Lease basics, size, parking, relocatable yes or no.
6. Revenue quality. Recurring, contracted, prebooked, subscriptions.
7. Inclusions. Plant and equipment, IP, brand assets, stock at valuation.
8. Growth levers. Simple, realistic moves a new owner can execute.
9. Next step. How to access the information memorandum.

Fill this in, then tidy

What it does: [plain description].
Who it serves: [customer types].
How it makes money: [one line on revenue streams].
Why it is stable: [contracts, repeat rate, tenure].
What the owner does: [tasks, hours].
Team snapshot: [roles and headcount].
Premises: [lease basics or relocatable].
Included: [key assets, IP, vehicles, stock treatment].
Growth next: [two credible levers].
CTA: Request the IM after NDA.

Step 4. Use numbers without giving the game away

Signal scale and performance. Keep precise figures behind the gate.

Step 5. Images that sell the story without outing the site

• Use 3 to 10 real photos where possible. Show work areas, equipment, storefront, packaging, fleet.
• Hide identifiers. Blur signage, remove faces, strip metadata.
• Write short captions. Point to the value, not the address.
• If privacy is tight, use close crops or clearly marked indicative images.

Step 6. Short form video that actually helps

Create a 30 to 60 second vertical clip. Keep it quiet on identity, loud on value. A simple script works.

Short form video tips

Hook: "Contract cleaning group with steady monthly revenue."
What it does: 2 lines with outcomes.
How it runs: staff count, owner role.
Proof: simple metric such as repeat rate or average job size.
Upside: one growth lever.
CTA: "Request the IM" or "Enquire for NDA".

Step 7. Promote with intent, then adjust

• List on the right portals. Send to your buyer database first.
• Share to LinkedIn and relevant industry groups, not random Facebook pages.
• Track clicks and enquiries with unique links. Refresh headline and hero image if results stall.
• Respond fast. Qualify early. Move real buyers to NDA and IM.

Offer clear service levels

• Essential. Headline, summary, 200 word description, 3 images, one portal listing.
• Enhanced. Everything in Essential plus 400 word description, up to 10 images, one short video, email blast.
• Full Campaign. Everything in Enhanced plus buyer avatar, A and B tests for headline and image, weekly report, enquiry triage.

Confidentiality and compliance checklist

• Seller signs off all public copy and media.
• No street names, exact models, or staff headshots in the ad.
• Claims tie to evidence. Contracts, repeat purchase rate, accountant letters.
• NDA before financials or the information memorandum.

Two quick examples you can adapt

Example A

Headline. Regional pest control group with annual contracts

Summary. Central Coast based, servicing residential and light commercial clients. Revenue high six figures, owner works four days, strong handover available.

Snippet. Established routes, calendar booked in advance, two techs with licenses. Mix of annual and biannual contracts keeps cash flow even. Work orders managed in field software. Van fleet included, well maintained. Lease flexible, operations can shift within the region. Simple growth from adding one tech and light strata outreach. IM available after NDA.

Example B

Headline. Inner city espresso bar, 5 day trade, 28 kg coffee

Summary. Fringe CBD location near offices and gyms. Stable supplier terms. Owner operator model or light management option.

Snippet. Compact footprint with efficient flow. Milk and food mix that lifts average ticket. Social proof from local reviews. Lease terms suit morning and lunch peaks. Included plant and smallwares. Growth from simple catering and Saturday trial. Financials available on request after NDA.

Follow the steps. Keep it tight. Let the serious buyers lean in.

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