You ve got to make your product sound good enough to stop them from going over to Sears and buying it there. 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.