It s a tough assignment for a few scribbles on a sheet of paper. You ve got to coerce the reader into action. A product has features, but it s the benefits the reader gets from the features that make him buy the product. No one buys a fishing pole because it s made out of fiberglass - that s a feature. People buy fishing poles to catch more fish - a benefit.
Bulleted lists are easy to see and encourage fly-by readership.
I like to offer three or four of our biggest benefits in this bulleted form. This ad doesn t sell the product, but sells the response you are requesting. In this case you say, Just call and get and offer a free informational booklet relating to your product or service. Or Send for our FREE Give readers a reason to call. With this two-step sale in mind, the entire ad is drafted around generating a call.