1. Keep it simple. Most consumers glance at a coupon for only a few seconds before making a yes or no decision. They want to know three things: what you do, who you are and what you offer. Keep your designs simple without too much copy.

2. Use a powerful headline. It's important that your headline quickly describes what you do. Avoid slogans, clichés and extra words. If you are a detail shop, your headline should scream AUTOMOTIVE DETAILING.

3. Say who you are. In many cases, the name of your business and the "what you do" headline can be the same, but only if the business name clearly describes what you do, such as Joe's Automotive Detailing.

4. Make it look like a coupon. Don't hide the offer. Put it in a dotted line offer box and use color to make it stand out. The consumer's eye is attracted to the dotted line. This is the information they want.

5. Advertise valuable offers. The offers must establish an immediate sense of value. Use dollars off ($10 off any purchase ... ) or price point specific offers ($49.95 for ... ). Avoid percentage discounts. They convey no actual value.

6. Use color photos or art. Photos and line art should be used to help answer the consumer's question, "What do you do?" For a detail shop, a photo of an employee working on a car will be more powerful than a photo of your building. Remember, color attracts more attention.

7. Decide on proper distribution. Direct mail will generate a better response than newspaper ads. Select a company that has a good following among advertisers. Repeat advertisers are a reflection of successful advertising.

8. Use expiration dates and few disclaimers. Expiration dates help motivate consumers to take action soon. Two months after distribution is the most common expiration period. Acceptable disclaimers include: "with coupon" and "cannot be combined with other offers." Too many restrictions will reduce consumer response.

9. Remember repetition. A single distribution is not a fair test. Consumers have busy lives. Many will procrastinate even if they plan to respond. Your repeated ads will be a reminder, and results will improve with each consecutive distribution.

10. Set realistic expectations. Calculate a needed response rate for a reasonable return on investment. The goal should be to build a long-term returning retail customer base. Not every distribution will generate a healthy profit, but they will increase the size of your customer base.

Mark Powell is a marketing consultant for Val-Pak Coupons in Seattle, WA, and is the author of The Complete Car Buyer's Handbook.