This does not mean that you can just put together string of words and a couple of pictures and hope people buy from you. The key to ad writing is to show your benefits, not just your features. You can't just tell people a bit about your product. You need to let them know exactly what it will do for them. You need to help them get as exited about your product or service as you are.
Ad copy does make a difference online.
If you don't currently have a headline on your web site, get one immediately. Ninety-five percent of web sites you visit won't have one, but yours can. Then, list multiple benefits your visitors will receive for staying at your site. If you don't let them know what they will get out of your site immediately, then they will leave your site as quick as they entered. A lot of people think that they can get everything they need in their business for free online.