This will give you just a quick overview of where to start when writing your ad copy. 

1.  Identify your central understanding. In this case, that would be your product offering. This will serve as the point of destination that all other attributes you will map back to. Keeping your product as the central focus will make it harder to drift during the course of identifying elements for your sales copy.

2. Use single word designations to identify the main functions of your products. This broadens on the central theme, but is still vague enough to allow for more investigation.

3. Take it one level deeper. Within the context of those broad themes or ideas, provide examples of how your product benefits work. For instance, if you are selling a carpet cleaner, one broad theme may be the deep foam action. Drilling a little deeper, you can also note the foam lifts dirt easily from both carpet and furniture upholstery.