Creating ads that present your product or service to other

businesses is much the same as creating ads for consumers. 

The difference, of course, is that you're selling to a

tightly defined niche market as opposed to a wide swath of

the public.  But the basics are the same because you're

trying to persuade another human being to take a closer look

at what you're selling.  Here are ten tips to help you

create an ad that makes your audience stop, look, and take

action. 

1. Define what you're selling before you sit down to make an

ad.

2. Know who you're selling to -- keep that person in mind as

you write your ad.

3. Come up with a clear statement of your product's or

service's benefit.  Keep that in mind, too.

4. Write as if you're one-on-one with the reader.  Think of

ads you connected with.  They spoke to you.

5. Stay away from ego statements unless you're skilled

enough to be humble or humorous.  "With a name like

Smuckers, it has to be good." 

6. Make sure there's a strong connection between your

headline and main visual.  Picture a sleepy guy crawling out

of bed, and the words "Time to make the donuts."

7. Choose your ad environment carefully.  Your better

mousetrap may not be appreciated in Gourmet magazine.

8. Study competitive ads and make sure that yours is

different.  Work hard to make it stand out.

9. Solicit comments.  Track results.  Change your approach

if there seems to be a problem.

10. Above all, be sure your product or service lives up to

your claims.  After all, satisfied customers and clients

create your best advertising.