The benefits of your products present value to your customer. However, benefits are not features. Benefits are improvements to lifestyles while features are the mere attributes of the product.
Now, it’s also helpful to know what sets you apart from competitors. How do competitors fall short? Why would buying any other product be a mistake?
Don’t just write to the world, understand your primary target audience. What is their age range, interests, hobbies, job preferences, income, etc.? Knowing these things lets you place your ad copy where it makes the biggest impact.
Discuss what needs your product fulfills for your target audience.
Don’t tell them how great you are, talk about the things your audience cares about. Focus on them, their day-to-day grind, their pursuits and concerns. When you demonstrate how well you understand them, they trust you more.
When you’re creating ad copy, understand the medium you're using. The layout and audience of different mediums should dictate the wording for your ad copy.
Don’t dive into the super-detailed technical information that only an engineer or developer could actually appreciate. Focus on the benefits, the possibilities, applications and other qualities of your product that matter to your target audience.
Don’t just share information, encourage your target audience to act by including a compelling call-to-action. Something along the lines of "Act now!", "Hurry!" or "Order yours today!" are examples of strong calls-to-action.
Don’t make claims that you can’t back up. If you start promising things that aren’t really accurate, it can always come back to bite you in the butt. Be accurate and honest with how you describe your product.
Always proofread your copy. The last thing you want is to run an ad for the first week and realize you made a typo. Not only that, you want to make sure the language you used was the most effective, compelling language you could have chosen.