Keeping it simple.

There is nothing more annoying in advertising than a sales pitch that is full of hot air and fluff.
Want to get someone's attention (and keep it)?
Tell the facts.
What the problem is and how your product or service can solve the problem and meet the need.
Tell the facts
How your product does this.
How your product is a better choice.
Your promise to your customer (don't just say good service since good service is something all customers expect).

Facts are better than fluff.