Effective print advertising is as much a necessity for the small service or anization as it is for the lark? one. However, the limited resources of small companies often pro them from using professional advertising agencies or expensive free-lance copywriting specialists. Many small companies, then, must of necessity produce their advertising "in house." This essay is aimed at such organizations and offers them both a four step guideline to creating effective ad copy in-house and insight into the particular advantages that a small in-house operation may have over a professional advertising agency.