KEEP IT SIMPLE. People buy from you because your product or service solves a problem or fills a need. (Sometimes needs aren't problems and vice versa.) So when creating any form of advertising craft your message around being a solution. Oh, and talk like a 5th grader in your advertising. (That's how most of us talk anyway.) When you use words that someone has to Google, it makes them feel stupid and makes you look pretentious. See? like that.
