More requests through better ad copy

What should be in a good ad text?

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.

• Type of engine and its power.

• The payload or other relevant specifications (for trucks).

• The condition of the vehicle or machine (is it new, used, well maintained?). The more information you provide, the easier it is for potential buyers to make an informed decision.

2 State particularities and unique features

Customers want to know what sets your vehicle or machine apart from other similar ads. Are there unique features that make it more attractive? Think about:

• Additional options and accessories: for example, does the truck have air conditioning, cruise control or a reversing camera? Name 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.

• Damages or defects: be transparent about any damages or defects. This builds trust with buyers as they know where they stand. It also helps you avoid disappointment during viewings.

3 Pricing and selling arguments

Mention the price and make sure you substantiate it well. For example, 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 performed on TrucksNL every month. (These are free searches via the search bar). Your ad 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.

5 Conclude with a call to action

A good ad always concludes with a call to action. This could 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. It therefore makes sense to offer your advertisement text in several languages. Translating your advertisement into English, German, Polish, French or Spanish, for example, increases your reach considerably 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, it is quite possible that specific models are more popular in other countries than in the home country.

Tip: use free Deepl and your ad will be available in 5 other languages within 5 minutes. Having doubts 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 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 good ad copy. You will find that you receive more enquiries, giving you a better negotiating position.