How to write ad copy

1. Start by choosing a single benefit of your product or service that you wish to highlight above everything else. This is your "principle selling position" or PSP. To choose this, ask yourself what specific benefit makes your product or service different, better, or special. Is it the price? The convenience? The reliability?
2. Write attention-grabbing headlines. This is very important. People are overloaded with information, so they skim read, particularly on the Internet. If your headline doesn't get their attention everything else is probably wasted because it won't be read. Your headline will often be based around your PSP.
3. Write a list of all the features of your product or service then translate each of these into a benefit for the customer. One way to do this is to look at each feature in turn then ask yourself "So what?" Imagine you're a customer; why should you care about this feature? Ask "What will it do for me?"
Read more about writing good ad copy.