After reading the book "Kick-Ass Copywriting in 10 Easy Steps", I find the simplest and easiest approach to writing a good ad / sales copy is... writing your ad copy from consumer's perspective.
The 10 steps mentioned in the book are:
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Exploit your product's benefits.
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Exploit your competition's weaknesses.
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Know your audience.
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Communicate "What's In It For Me?"
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Focus on "You", not "We".
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Understand your medium
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Avoid "Too Much Information."
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Include a call to action.
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Cover Your Ass.
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Proofread.
Most of the steps can be covered if you are writing your ad copy from consumer's perspective. Think like a consumer when you are writing your ad copy. If you were to buy a product, you would probably:
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Want to know what's good about the product. (Step 1)
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Want to know if you have a need for such product. (Steps 3, 4, 5)
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Want to know why this product is better than the others. (Step 2)
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Want to know how to purchase the product, what are the available payment options...etc. (Step 6)
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Want to know if there's a discount for the current offer. (Step 8)
If your ad copy contains too much unnecessary information (Step 7) the person looking at the ad may not have the time to finish off and consume all the information. And he (or she) may just walk away, confused, overwhelmed. To avoid this from happening, it is very important that you proofread your copy. (Step 9) Another common and deadliest mistake is having grammatical or spelling errors appearing on your ad copy. Your business will lose credibility!
So far it's all about consumers. If you write your ad copy from consumer's perspective, your copy will shine. While you write ad copy for your potential market, giving it all to your potential customers, it is also important to protect yourself (Step 10). Be careful when you use word or phrases such as "Free, Guaranteed, Best, Or your money back, Risk-free, No obligation, No purchase necessary, Promise, No questions asked...etc."
It's that simple!
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