All too often on TrucksNL, we still come across ads that contain virtually no to minimal text. And that is a shame! Why? Because you get significantly fewer responses than a well-drafted ad gets. As a result, you get a lower price for your vehicle or machine and it is often for sale for longer.
You don’t want this! So take action. We will help you with effective tips to improve texts. Tip of the hat? Tools will easily help you with this.
What should a good ad text contain?
1 Describe your product clearly and completely
One of the most essential parts of an ad is a clear product description. Give a detailed description of the vehicle or machine you are offering. Think about:
- Make, model, year of manufacture and mileage.
- Engine type and its power.
- The load capacity or other relevant specifications (for trucks).
- The condition of the vehicle or machine (is it new, second-hand, well maintained?). The more information you provide, the easier it is for potential buyers to make an informed decision.
2 Mention details and unique features
Customers want to know what sets your vehicle or machine apart from other similar ads. Are there any unique features that make it more attractive? Consider:
- Additional options and accessories: for example, does the truck have air conditioning, cruise control or a reversing camera? Mention all these extras, no matter how small they may seem.
- Maintenance history: have you just had a major service done? New tyres or a new battery fitted? Potential buyers see this as a valuable addition.
- Damage or defects: be transparent about any damage or defects. This builds trust with buyers because they know where they stand. It also helps you avoid disappointment during viewings.
3 Pricing and selling points
Mention the price and make sure you substantiate it well. For instance, explain why your vehicle or machine offers good value for money. If necessary, compare your product with similar products and emphasise what makes your vehicle or machine unique.
4 Use keywords in your text
More than 100,000 unique searches are carried out on TrucksNL every month. (These are free searches via the search bar). Your advertisement will not be shown if the keywords are not included in your texts (or entered as properties). Think about what keywords your buyers might search for and incorporate them into your text.
Note: in this tip, filling in properties plays an important role in good ads. Ads perform 7x better when you fill in features!
5 End with a call to action
A good ad always closes with a call to action. This can simply be: ‘Contact us today for more information’ or “Schedule a test drive and experience it for yourself”. A clear call to action can give just that extra push the customer needs to pick up the phone or send an e-mail.
6 Translate the ad text into multiple languages
Buyers on TrucksNL ALSO come from abroad. Because of this, it makes sense to offer your ad text in several languages. Translating your advertisement into, for example, English, German, Polish, French or Spanish significantly increases your reach and makes your offer accessible to international customers. It ensures that foreign buyers do not drop out due to language barriers and are more likely to contact you. Moreover, specific models may well be more popular in other countries than in your own.
Tip: use free Deepl and your ad will be available in 5 other languages within 5 minutes. Are you unsure about specific terms? Then you can always do an extra check on TrucksNL to see how we have certain (sub)categories and filters in another language.
7 Not content, but:be accessible and quick in your response
One of the most frustrating things for buyers is an advertiser who is hard to reach or slow to respond. And believe us, we still get to hear that often from buyers! Make sure your contact details are clearly stated and that you respond quickly to enquiries. Quick communication can make the difference between an interested buyer and someone moving on to search.
Conclusion
Writing a good ad copy may take some time, but it will ultimately earn you faster/more money! Take inspiration from great competitors and stand out yourself with a good ad text. You will find that you receive more enquiries, giving you a better negotiating position.