Many entrepreneurs and small business owners I meet often feel compelled to create their own ads. Too often, they must operate on a shoestring budget and the cost of outside talent is simply beyond their means at the time.

Now more than ever, it is also becoming a fairly simple process to create your own ads using your desktop computer. But that same capability also results in many more ineffective ads. Although the technology is easily available, the thought process behind the development of an ad is critical for success.

Witht his in mind, here are some tips to help you do the job well.

Begin with the end in mind

As Steven Covey (my near twin) has clearly pointed out, it is vital to know the desired end result before you begin. Know exactly what you want the customer to do. For example, do you want new customers to try the product; do you want them to buy more often; or do you want them to buy larger quantities?

Be realistic

Don't try to be all things to all people. Just focus on likely customers and direct your communication to them. Most importantly, don't ask people to change ingrained habits. Advertising seldom accomplishes such a feat.

Create a distinctive image

It is important that your advertising has a personality unique to you. That personality should go beyond the product or service itself. Create an "aura" that sets you apart from all others. Every ad you run should contribute to the development of this image or persona.

Focus on what is important

Most ads place too much attention on features and benefits which are not the driving issues for the target audience. Approach your advertising from your customers' perspective. Which benefits are of the greatest value?

You can create a very effective ad if you can show you are first with something that will take any competitors a while to duplicate. Create a "Promise of Preeminence" that is easily understood and which sets you apart from your competitors. Demonstrate a relevant and desired end result from using your product or service. Research has shown that many ads are a waste of money because they advertise the obvious. The right strategy is to focus on important benefits that are less obvious.

Make your headline work by itself

More than 4 of 5 readers who look at your ad go no further than the headline. Therefore, your headline must send a powerful message that flags your prospects.

You must tell your story in a matter of just a few words. Think about what you would put on a billboard if you only had a few words to work with. Put your strongest benefit into the headline. People will respond better to an ad when they perceive a benefit that interests them.

You can also use the "news approach." People are always on the lookout for new ideas or ways to use an existing product or service. But it will only be new to a reader one time, so announce it with a bang. For example ... "A revolutionary new way to get past voice mail!" would grab many people's interest. Whenever you make a claim in your headline, make sure it is completely true.

Appeal to the reader's self-interest by following the Reader's Digest formula. Get to the point, make it easy to understand and make it easy to get. Although you see it in almost every yellow page ad, the name of your business should NEVER be the headline.

Don't be afraid of long headlines

Research shows that long headlines actually sell more than short ones. You must keep it tightly focused, but if you need 10-15 words to make your point, then do so.

Avoid negatives

People remember first impressions, so if you focus on a negative (i.e. your product doesn't taste bad), then the negative image is the one people will likely link to your product or service. Focus on finding positive ways to say the same thing (i.e. the most preferred taste). It is better to focus on benefits and look for emotional words that will draw and involve the reader.

Add visual intrigue

After the headline, a strong graphic component is the best way to attract or hold the reader's attention. Look for something that makes a person wonder "What is this all about?" Research has shown that photographs improve reader recall by 26%, and are generally more effective than sketches or clip art.

You will boost results even more if you clearly demonstrate your specific superiority through visual contrast. Before and after photos are very powerful. And don't forget to use captions under the photo. Next to the headline, a caption is the most-read part of an ad.

One "no no" is often violated by small business owners. Do NOT use reverse type (white letters on a dark background) unless the letters are very large and can be easily read. Although it jumps off the page, reverse type usually reduces customer response.

Use simple layouts

Avoid a cluttered ad. If your ad looks too intimidating, it will push the reader away. Since time is our most precious asset today, people respond to simple and clear communication. Don't get too fancy by using many different typestyles or lots of graphic components. However, this does not mean that you can't have lots of body copy.

People want to know the details of your offer, so it's okay to have plenty of content, as long as it is tastefully presented and flows smoothly from the headline and visuals. People who read beyond the headline are interested in what you have to say. The more complex or costly your product or service, the more they will want to know from your ad. Without getting too verbose or detailed, give them the basic information they need to make an intelligent decision. Remember, the purpose of most ads is simply to generate a visit or phone call seeking more specifics.

Prove your promise by using testimonials to add believability

Your statements to the customers must be strong, meaningful and true if you want the ad to work well. People have become so cynical about exaggerated claims that they hardly pay attention anymore. If you can provide proof that what you say is true, then your ads will draw better response.

The endorsement of real people is memorable and persuasive. It pays to cite case histories where appropriate. People like to know that your offer has already worked well for others. Concentrate on facts and specifics rather than generalizations.

Remember that, unless you are introducing an entirely new product or service into the marketplace, you will generally have to lure business away from someone else. People and businesses only have limited resources and must choose between the purchases they would like to make. Your advertising should take into consideration the current buying habits of your customers, and what would need to happen to get them to change.

Write like people talk

Read your ad out loud and see if it flows comfortably. Does it make sense to the uninitiated? Avoid using acronyms, special lingo and abbreviations unless everyone in your target market knows what you are talking about.

Look at your ad as it will appear

Do it yourself, or ask to see your ad as it will appear in the newspaper, magazine or yellow pages in which it will be seen. You will be amazed at the different perspectives you receive. The reader will never see your ad as you often see it - all by itself on a pretty white page. By looking at the ad like your customers will see it, you'll see how it works against the competition and clutter you'll be fighting.

Be consistent

Your product, placement, pricing, packaging and promotion should all emphasize the same key issues. Don't let some marketing efforts go off in one direction while your advertising goes off in another. For example, if your strength is personalized service, don't focus on price as the lead issue in your ads.

You should also have a good reason to change. Keep your strategy up-to-date, but take a hard look at what is going on around you before changing or giving up on a strategy. Problems could be the result of poor execution of a perfectly good plan. Or you may be facing a new competitor or other environmental change that is modifying the impact of your ads. Know what the problem really is before any making significant changes. A good plan could last decades. Just ask the Maytag Repairman!