Too many ads make too many statements too quickly.  That is to say, they begin by announcing mere product and service availability--as if that were all that is needed to attract prospect or buyer attention.  We sell widgets!  Our widgets are top-notch!  We repair widgets! So it goes with too many ads.

The problem with mere announcements in advertising is that too often they don't immediately connect with needs in the minds of the readers or hearers.  Statements or announcements simply bounce off their intellects, because they are constantly concerned with other things, such as production rates and profit ratios, not another product or service.  Prospects do not think about widgets (or fill in the blank for your own product or service) just because that is what you want them to think about.

So.  What to do?  As a master sales trainer told me long ago, "Establish the prospect's problem."  What are the prospect's concerns?  Answer this question by asking questions.  Come into the prospect's mind through the door of his or her problem.  Let your advertisement do some probing before you start telling.  

Lead with appropriate questions related to the problems your product or service can solve.  "Are you experiencing too much downtime for maintenance?"  "Are rejects costing you money?"  "Would you like to speed up your production rates?"   "Do you feel that some of your people need more training?"

Think long and hard about the features, advantages and benefits your product or service can bring to a buyer.  Think long and hard about how and why some of your present customers are using and profiting from your product or service.  Then use your thinking to frame questions to pique a prospect's interest: "Would you...? Are you...? Do you...?"  

Remember that you are concentrating on the prospective buyer's needs; not on your desire to sell something.   Before you start reciting all the good things about your product or service, ask what, why, when, where and how questions about what the prospect needs.  Then headline your ads with the most appropriate and penetrating questions.  Then, be sure you can answer the headline question clearly and succinctly in the copy that follows your headline.