How to write an ad for farm machinery

There are often two camps when it comes to buying and selling: those who love the thrust and parry of negotiating and drilling down to the last dollar, and those who find the entire process exhausting and stressful.

That’s never going to change, but one way to make the whole selling process in the agriculture sector – well, in almost any sector really – as seamless as possible is by writing an advertisement that attracts as many customers and eyeballs as possible.

That is a no-brainer, but if the advertisement just doesn’t set itself apart from the rest, the silence can be deafening. Conversely, if you get it right from the start by presenting a ‘solid’ business case – telling the facts, adding some nuggets of unique information, focussing on the important bits, injecting some humour if that’s your caper – then you’ll be in gold-standard territory and buyers will be falling over themselves to buy your product. Well, that’s the plan!

Farmmachinerysales has three tiers – standard, premium and ultimate – to select from when taking out an ad, and the basic premise is the better the package, the more visibility your product will get.

The choice is yours, but a premium ad doesn’t necessarily guarantee immediate success – which all comes back to the quality of the ad.

On that note, let’s look at some tips to maximise the potential of your sales pitch.

Creating an ad on farmmachinerysales couldn’t be easier, as you’ll be guided through a step-by-step process with the system prompting you automatically to complete most of the nuts-and-bolts information such as engine size, type of transmission, features, etc.

Then it’s time to fill out the comments box, but don’t fret: you don’t have to be a literary giant to write a solid ad. If you do suffer from writer’s block, though, get a friend, family member or work colleague to help you out. And don’t forget to run the text through a grammar or spell checker!

There’s no use embellishing facts: if the tractor has some external water damage, for example, say so – and whether it can be easily fixed. Otherwise, it could be very awkward and embarrassing when the prospective buyer turns up for a gander based on an erroneous “perfect body” claim.

Also, there’s no harm in resorting to hype if the machinery or equipment is worthy of it. For example, it could be a limited-edition harvester the agriculture industry holds in high esteem. If that’s the case, then differentiate it from the standard cookie-cutter iteration.

Conversely, the loader may not set the specs and features world on fire, but if it’s been reliable and never missed a beat, say so.

If the equipment is also long in the tooth but you’re just the second owner in 20 years, make that known – it’s a sign of being a battle-hardened warrior that doesn’t let owners down, and a trait will probably continue in the same vein.

Don’t offend people. Yes, it’s nearly an Aussie pastime now to be offended at something, but keep the language neutral. Something that you may find hilarious might not be viewed as such by the wider populous.

If the machine you’re selling is amongst a hundred other examples of a similar make and model, then it’s time to look for positives. Has your unit done 5000 less hours than a model that’s going for the same price? Shout that from the rooftop, as it is far better than the alternative.

Is there an up-to-date service history or major inspection report? If so, spread the word, as adhering to manufacturer service schedules is a massive tick.

Did it come with lots of factory extras and/or aftermarket accessories when it was bought? Now’s the time to tell people about them, as well as other bits and pieces that show you care such as the fitment of rear view cameras. The list is exhaustive, but it makes buyers feel like they are getting a great deal and can also make for an easier ownership experience in terms of maintenance.

There are plenty of other desirables too, so get your family or friends to help tease them out. And be honest as to why you are selling. For example, maybe the machine is surplus to requirements or you’re moving out of the industry. It just makes people feel a little more at ease.

And the wonderful thing? You can make changes to your ad as many times as you like, so if you have a light-bulb moment at 4am you can get straight onto it!

We’re drifting off topic a little here as we prepare to finish up, but don’t forget that quality images alongside quality words can make for a ripping ad.

Rotating your photo selection and updating them regularly can make your ad appear fresh and attract new interest. And also think about what’s visible in the background too – avoid anything that could deter potential buyers from expressing interest.

Good luck, and for many more tips to help you sell your gear, click here.

Ready to sell your machine? List it for sale now on farmmachinerysales.