When you start to write your ad, remember what the ultimate goal is: TO SELL YOUR PRODUCT! You need to present the facts and only the facts.  Your writing needs to motivate and persuade your audience to buy.  Don’t let the words get in the way.  What I mean is that don’t hide the message.  There should be no ambiguity in your message.  Don’t get fancy and over creative.

Make sure that you stress your benefits. Don’t try to tell everyone how great you and your product are.  Tell them what the product can do for them.  Show them how using your product can make the happier, wealthier, more secure or comfortable.  Appeal to their needs, not yours.  Put yourself in their place and see if what you promise is realistic and satisfies some need you have.  If you can do this, you have won half the battle.

You need to arouse their interest. You need to make sure that you get them interested from the very start…your headline!  You need to continue with the same trend througout the copy and the closing.  Never let them say “so what”.  If you can read the copy and get to a “so what”, you have lost your audience.  You need to keep showing benefits and make your copy interesting with benefits, tips, facts, etc.  You need to write to the audience so that they will want to hear from you again.

Don’t overstate in your copy.  Too many words like fantastic, fabulous and other types of the same adjectives will just destroy your credibility and make you look like any other hype-monger.  You need to make your audience tell you how fabulous your product is, instead of you telling them.  If you use the facts and not a lot of flowery praise, then you have a good chance of success.