Newsy text also sounds more credible. Keep sentences short and interesting, with the most important points in the first few paragraphs. Don't waffle, or get bogged down in technicalities. Use simple, layman's language. And never insult the reader's intelligence, by stating the obvious.
Some copywriters try to be too clever or subtle, and end up simply confusing the reader.
Write your copy to sell your product or service, not to win advertising awards. You'll get plenty of opportunity to do this if your advertisement is successful. Desire is your emotional argument. This is the mental picture that you create to make the reader feel good about using your product or service. It's like a virtual 'test-drive'.