When talking about the benefits of your product, it is vital to talk in terms of the benefits to the consumer, not the interests of the president of the company. As you are creating an ad, make a list of the important features of the product. Once you have done this, then transform the features into benefits. For example, if you're selling stainless steel cookware that is made with 18-8 stainless steel, emphasize the fact that this construction means more even heat distribution for easier cooking in less time with power savings to boot. Next, you must create desire by targeting emotional hot buttons through the description of more benefits.
Most people buy based on emotional reasons then justify what they have bought through logical means.
So make sure to create interest and desire on an basis coupled with a few factual tie-downs to close the sale. Remember, advertising is just salesmanship in print. Finally, you must call your prospect to action. It may be a phone call. It might be bringing in a coupon.