You must focus on the benefits of your product, not its features. Although it may sound like these two things are one in the same, they most definitely are not. Which way you lead your presentation which will make a big difference between the success and failure of your advertising campaign. Your product's features are things such as pay plan, product ingredients, what it is made of, etc. Benefits are what your product will do for them.
Features are product centered.
Benefits are prospect centered. You have to make your advertising copy prospect centered instead of product centered. When writing your ads, take your descriptions to the limit. Then, you can cut it down some as you go over it. Describe the product.